2017 is now coming to an end. And with every end of the year, we bring things to a close before looking forward. Therefore, let us recap some of the biggest social media news that were released this past year, as well as those you can make use of in 2018!
Get the most out of your ads with value optimisation and value-based lookalike audience
Every marketer strive to implement ad campaigns with a high return-on-investment (ROI). In June, Facebook introduced Value Optimisation and Value-based Lookalike Audience.
Based on the purchase values sent from the Facebook Pixel, Value Optimisation automatically adjusts your ad bids. This results in ads being delivered to viewers who are more likely to become customers, at a lower cost.
The Value-based Lookalike Audience (yay!) is for targeting those similar to your most valuable customers, e.g those with the highest Lifetime Value (LTV). To create a value-based lookalike audience, you must first upload a list of existing customers complemented with a new column which shows the clients LTV-value. After which, you can choose to create a lookalike audience. Head on over to Jon Loomer’s article for a more extensive step-by-step guide on creating a Value-based Lookalike Audience.
Get the hint – users can temporarily unfollow pages to reduce noise
An update from our September wrap up, the Snooze feature which was then in its testing phase is now launched. Facebook is giving users better control over their newsfeed with the ability to snooze notifications from you for up to 30 days.
Facebook Watch: Another YouTube?
Covered in our August social media news, Facebook pitches itself against Youtube by creating their own community video sharing platform, Watch. Unlike the latter, Facebook’s version is based off a TV setting, with the attention of drawing loyal and returning views. Watch also adds on to the long list of avenues for video marketing and advertising.Thinking of experimenting with Watch? Maybe try and enhance your storytelling and connect with your audience or start utilising a new setting for placing ads?
Algorithm changes to favor in-app browsing of insightful content
Most social media news coverage pay extra attention to algorithm changes because of the drastic impact they can have on our social media marketing efforts. In 2017, Facebook has been making a series of algorithm changes that affects how your posts are showing up in newsfeeds. Their intention is to increase in-app browsing time and promote authentic and insightful content.
Here is a summarised view of the algorithm changes that have occurred the past year:
- Long and engaging videos are favoured over shorter ones
- Authentic and timely posts are ranked higher
- Engagement and click-baiting down-ranks your page and post
- Posts with links that load slowly on mobile or redirects to websites with low-quality experience will be ranked lower
1) It is not easy task capturing audience attention for the entire duration of your video, especially when it’s long. Compare watching 2.5 minutes of a 5 minutes video to 30 seconds of a minute-long video. Both are the same in terms of percentage of video watched. However, by looking at the engagement levels invested, there is a stronger interest in the 5 minute video. Facebook has recognised this and hence, placed a larger emphasis on percent completion which they weight based on the length of the video resulting in a higher rank for longer videos.
2) Facebook has also been analysing how viewers are consuming content in real time. After which, they re-configured users’ news feed. For example, if there is an event happening and many users are talking about it, related posts will be prioritised. This further emphasizes the need for being time specific.
3 and 4) In order to feature more authentic and high-quality content, Facebook has been analysing content for spam and baits. The content affected include posts that come across as misleading and/or spammy or redirect viewers to websites that offer low-quality experiences.
Matched Audience: Pool together your data for targeted ads
LinkedIn introduced “Matched Audience” in April. The update allows you to combine both LinkedIn’s data and your own data to identify overlapping potential customers. From there, there are 3 ways to engage them – website retargeting, account targeting and contact targeting. With Match Audience, you are able to maximise ROI by focusing efforts on audiences that are most likely to convert.
In-app pre-filled forms to increase lead generation
LinkedIn introduced a highly appreciated update this year – pre-filled lead generation forms for their mobile app. The update is gathering the required data from the user’s profile to automatically fill in the lead generating form. After which the user verifies the information. By simplifying the process, we can expect to see a higher ROI.
Poll: Ask a question to engage and get to know your followers
Even if you have not tried Instagram Polls for your marketing strategies, you must have encountered or, used it at least once on your personal account. The update was highlighted in our September update so head on over to find out more!
Follow hashtags, on top of profiles
Covered in our November social media news, users can now follow your hashtags, on top of your posts. This increases the chances of your content now being found and, can be consumed by even non-followers! It is a perfect chance to link your content to current trending topics to increase exposure and brand awareness.
Shop without leaving the platform
Another September update, Shopify’s partnership with Instagram has allowed e-commerce businesses to expand their revenue channels. Now, customers can simply purchase products from your Instagram posts without leaving the platform.
280 characters limit – oh the possibilities!
Also mentioned in our September social media news, Twitter has officially pushed out the new character limit. Users can now post up to 280 characters, instead of 140. What will you use all the new space for?
Tweetstorm – now in one single flow
Tweetstorm is the chaining of tweets in quick succession. Previously, these connected tweets had to be published one by one, in individual treads. Depending on how complicated and long the tweetstorm is, the posting process can be a big pain. Not only is it time-consuming, it also requires you to be extremely focused to make sure that each thread connects.
Now users can simply write multiple tweets and thread them together with the “+” icon on the bottom right in the tweet window. Twitter will then thread them together and push it out in a single flow.
Enhanced customer engagement with ads and custom profiles
Since its rollout in May, the Direct Message (DM) ad card has been a popular way to boost customer experience. Adding a call-to-actions (CTA) button to a DM ad card can be an effective way to drive conversations.
To supplement this connection, you can create custom profiles for your existing customer support twitter bot. This gives your customers the impression that there are talking to an actual individual behind the screen. Now, your humanised twitter bot can slide into their DM. This giving you the ability to build deep and individualised relationships with your consumers.
Do note that direct message cards are currently unavailable for self-serve advertisers. In order to jump on the bandwagon, you will have to contact the Twitter Business team. As for the custom profiles, you will have to apply for it directly on Twitter.
Twitters take on live videos
Since April, companies can start creating customized hearts to be used in Twitter live videos, powered by Periscope. It is a new way to try to boost viewer engagement, since more options to react might trigger more engagement. Additionally, live videos can now be used for video advertising as well, be it pre-roll or instream ads.
Snapcodes: Not your average deep-links
Earlier this year, Snapchat had rolled out Snapcode, a QR code which can be deep-linked to any site specified. It is easy to set up and can be used both organically and in ads!
Context cards: “Images are their own context”
Referred to as annotated Snaps by Adweek’s Lexi Golden, context cards supplement Snaps and provide users with more information and services. For example, a context card from a Snap taken at a local pizzeria could contain valuable information such as the location and its reviews. Your business can tap on context cards in a similar manner. By working with influencers, offering promotions and managing your reviews, you can also drive more traffic and business along your way!
Enhance Ad performance with autofill lead generation forms and Snap Pixel
Along the same lines of improving ad performances, Snapchat has released their own pixel in November. If you have been using Snapchat as a medium for ads, the update allows you to measure your ad performances. On top of that, you can also understand the number of customers visiting their sites even if they did not click on your ad directly. The mobile is trying to win over direct-response advertisers who are more focused on tracking conversions and increasing revenue as compared to brand awareness.
So many possibilities to tap into 2018
Seems like everyone has been jumping on the live video bandwagon this year. We cannot wait to see what new trends will come around next year. Now that we are all up to date with the social media news of 2017, we are ready to welcome 2018 with open arms. So, run along and keep on enjoying your Christmas break now!
Happy new year!