News and metrics from Facebook always put digital marketers in a tizzy, because our love-hate relationship with this free (or paid, if you want your target market to see your page posts) platform is deep and abiding. See what’s making waves now on Facebook.
Video Killed the Radio Star
Not exactly radio, but the former darling of Facebook was photo posts, which tended to have better organic reach than text-only or link posts. But in the past five months, videos have vanquished the Facebook universe – and in a shocking reversal, sent photo posts tumbling to the bottom of the heap.
We wouldn’t advise abandoning photos entirely, as they are an important tool in the social media playbook. But Facebook is reveling in a Super Bowl win, where sharing and engagement of ads via Facebook’s video player delivered a shock to YouTube.
Are Your Facebook Ads on Target?
Facebook is revealing a little bit of its “thought process” by allowing social advertisers to see what it is calling “Relevance Score” – a mix of how people viewing the ad react (positive or negative), including click-throughs or hiding.
What’s good about the relevance score?
- Reaching your target market can cost less. More positive reactions to advertising mean that it is reaching the right people.
- Social advertisers can do split testing before kicking off a campaign. Design ads with different images and copy and see what works better!
- You can juice up a social campaign that’s already in progress by assessing relevance scores and applying changes.
Show Your Range
Also new in Facebook ads: Product Ads. This is an automated way to deliver specific products (or more than one!) to specific audiences, and it’s fantastic for retailers. Display up to five different products in a single ad to boost clicks and conversions and the product catalog can be up and running in a single go! Learn more about dynamic product ads from Facebook.
How will these insights change how you approach Facebook posts and advertising? Let us know!