Facebook changes the way its algorithm ranks content, weighting reactions higher than likes
Since Facebook introduced new ways to react to posts, with emotions like 'Love, wow and angry' as opposed to the traditional 'like', we've been interested how they affect the way Facebook's algorithm ranks content.
Now Facebook has confirmed that it will be weighting the importance of reactions more than 'likes' when it comes to deciding what posts will be shown to users. Facebook's newsfeed algorithm is extremely important deciding what content gets seen, and generally is far more likely to show a post that is highly engaged with to a large majority of a page's followers compared to one that is failing to drive engagement. This means many brands are trapped in negative cycles, where posts are shown to only a tiny percentage of followers (1% is common), and then they fail to get engagement from that 1%,…
The Art of Listening: Put your Influencers’ Needs Before Your Own
Today there are over two billion active social media accounts worldwide, growing by 12 percent in the last 12 months. For all the media hype that still surrounds the world of social networks, there is one thing people have come to accept: it’s not going anywhere.
Virtual networks are built on the illusion that everyone likes everyone, and everyone can be “friends.” However, what is truly needed in order for people to build meaningful relationships with each other is the synchronicity of shared experience. That’s because no matter how “friendly” your interactions may be, they are not in person.
One challenge organizations often encounter in implementing influencer marketing programs is taking those first few steps to engage with influencers. There’s often this moment of fear that you might not be following best practices, offending someone, saying the wrong thing –…
In a survey by eMarketer, 84% of marketers said they would launch at least one influencer campaign within the next twelve months.
It’s no secret that the world of marketing has been somewhat flipped on its head in the last few years. What with the vast inbound advancements in social media, growing dominance of online content and ever-increasing desire of brands to be seen as approachable personas, marketing professionals have had to change and adapt faster than ever before. However, there is one group that has ridden this wave of change better than any other, and has subsequently found itself at the very top of the inbound marketing pile: influencers.
Using influencers in your marketing strategy can often seem daunting and expensive, with no guarantee of success. What follows is an exploration of this prominent trend, what we can learn from it, and how best it can be implemented for 2017.
What is…
Facebook announced the US launch of a new 'Jobs tab' and will let users apply to jobs via Facebook
At $247 dollars per user, LinkedIn makes almost double what Facebook does from each of its members. Facebook is a much larger player because it has many times the number of users, but Facebook still probably looks enviously at LinkedIn's value per user. A large part of why LinkedIn users are so much more valuable is because LinkedIn is built around applying for jobs. Many industries are having to compete fiercely for talent at the moment with unemployment at or near historic lows in the US and UK. This makes the ability to search for and hire talent highly desirable for companies of all sizes, and Facebook's latest move shows they clearly are wanting to capitalize on this.
Job posting and application directly on Facebook.
As of February 15th businesses pages on Facebook in the…
How a watermelon got 500 times more views than the President of the United States: Why Live Video offers a massive opportunity for brands willing to be creative
Live video streaming found its footing nearly a decade ago when sites like Livestream and Ustream emerged. However, back then, brand marketers felt lukewarm about the technology — bandwidth was limited, audiences were extremely niche, and the stakes of live broadcasting seemed too high.
But now, with Facebook pushing the option to its huge user base, YouTube announcing the integration of mobile live streaming on its platform, and news outlets like Wall Street Journal, NBC, CBS, and Fox News trying their hand at it, brands are having a hard time resisting this now-viable marketing avenue.
In fact, a recent poll found that 44 percent of executives live-streamed an event in 2015, while another 20 percent plan to…
These benefits and examples of video marketing show why video should now be an essential digital marketing tactic
The short answer would be “yes”. Investing in a robust and high-quality video digital marketing strategy is well worth it, and it’s helping more than you can imagine. If your video engages, your conversion rates can be increased with just one smart technique or the right content that goes viral for a good reason.
Unfortunately, there is no magic formula, no clear pattern, or perfect algorithm that will cause your success to skyrocket overnight. That is why most might dare doubt the validity and reliability of video content. However, you do not need a one-hit wonder to tell the difference or one small investment with a significant payout. What you need to understand is the actual value of video content and, most importantly, its real potential for online marketing in the long…
These B2B brands know a thing or two about video. Are your B2B videos as engaging?
B2C brands have been using video for decades. Ever since there has been TV there have been brands producing great videos to delight and entice consumers. Yet for B2B marketers video is still somewhat of a new field, even though the possibility of creating and sharing video online has been around for about ten years now.
[si_guide_block id="23343" title="Download Expert Member resource – Video and YouTube marketing guide" description="Our guide shows you how to review the full opportunities from video marketing whether you are a company looking to integrate video marketing more into your campaigns or a marketing agency looking to improve your video marketing services. Video examples from across different sectors will inspire ideas of how you can use video marketing to reach and influence a wider audience."/]
In this post, I want to highlight 5…
Chart of the day: Most consumers agree that video is the best way to get to know a brand online
Around three-quarters (74%) of consumers said there was a connection between online video and their decision making process on whether to purchase.
The study found that video is a perfect way of reaching and engaging customers, even informing their purchase decision.
The study also found that almost 7 in 10 (67%) of respondents said that the amount of video they watch on social media has increased in the last month; 6 hours per week is the average that customers spend watching videos on social media
Customers also react with brands a lot as shown in the chart below.
The research also found that customers "like" videos almost every two times they watch a video on social media and most customers…
Chart of the Day: Facebook's new corrected video view figures show it was never ahead of YouTube on video
Back in 2014, we saw loads of headlines saying 'Facebook is now beating YouTube in video views'. Then came the string of correcting articles pointing out that Facebook was only winning because it counts 3 seconds of viewing as a view, whilst YouTube counts 30 seconds as a view. So clearly it was like comparing apples and oranges, but Facebook still had more apples than YouTube had oranges.
Or so we thought. In late 2016 the news broke that thanks to a bug in its video view tracking code, Facebook had been accidentally overstating the length of video views on its platform by 80%.
Now new viewing data from Nielsen has shown that since Facebook fixed the error causing it to wrongly inflate viewing counts, the true viewing figures for Facebook's video views are…
Chart of the Day: Average share of weekly activity on Twitter and Facebook
So, here's the thing. Most businesses don't utilise social media effectively enough to generate a return on their efforts. But with a few simple tweaks anyone can make Social work for their business. Start by considering the following questions:
1. Which platform is right for your business and target audience?
Consider who your target audience is and find the right social media platform(s). If you are a B2B business Linkedin is probably the best place for you and Snapchat is better aligned to targeting under 23 consumers. Which a little research you can find the right audience for you.
2. What content are you posting? The Sell-Inform-Entertain balance
One area where businesses fall down on social is posting promotional content too often in their eagerness to push a sale through the channel rather than posting engaging informative content that builds brand loyalty. Look at your posts, would…
