A recent study by Mavrck offered insights and trends into how user engagement on Facebook has changed since it updated its algorithm. In 2016, Facebook changed its algorithm to place more emphasis on content from family and friends over brands. This change is important for marketers to understand as they determine ways to reach their target audience.
Imagine as a consumer, you message a company with a question you have about a product or service. You don’t end up buying anything, but you are somewhat bought into the company as you initiated contact with them first. Later, you are messaged by them offering a discount on your next purchase. You have just received a sponsored message!
Consider: 600 million monthly users, 300 million daily users, and 1.5 businesses worldwide. What do all these numbers reference? Instagram. In 2016. Instagram was used by 48.8% of brands – a number that is expected to rise to 70.7% by 2017.
Selfies, food images, and more flood Instagram news feeds daily. In this Millennial-driven world, Instagram would lend itself more to B2C brands, wouldn’t it? You’re not wrong, it does. According to Instagram, some of the industries that have found early success using its ads include “e-commerce, travel, entertainment, and retail.” But does that mean that B2B businesses can’t leverage Instagram? Absolutely not!
Video. That’s it. No magic formula. By simply putting in video and leaving everything the same – copy, targeting, and budget – we were able to drop one of our clients’ CPL cost per lead by 81.45% and increase the number of leads by a staggering 509%.
This shouldn’t come as a surprise. For months, Facebook has been pumping the power of video with metric after metric. And yes, Facebook’s video push hasn’t been without problems, but what’s more important – an impression or lead? So, the TL;DR version of this blog is that, it is my opinion (which I will fight you over), video will win on any Facebook ad 10 times out of 10. If you aren’t going video first in 2017, you’re wasting time and money.
Facebook has bet big on chatbots. Many companies are incorporating chatbots into Messenger for easily helping users find what they need. Expedia has utilized its chatbot to help customers find the best hotels for their next trip. The use of chatbots is a huge opportunity for streamlining the travel experience, but what could be improved?
Imagine walking into a restaurant and being offered the exact meal and service you want based on how you look. Or having your medical records pulled up when a camera recognizes your face. Facial recognition technology is rapidly growing, and its uses can be considered advantageous or eerie depending on your point of view.
Measuring the number of likes tends to be a common way brands determine audience engagement. In fact, it does account for 99% of each brand’s engagement. However, it is important to not ignore the other 1% of engagement; comments.
Facebook announces it has been working on a video app for set-top boxes that would feature “TV-quality” shows licensed by the company. Although the social network has been pushing live video, it believes an app would hold longer, higher quality content.
Towards the end of 2015, CEO of Instagram, Kevin Systrom, realized the app was straying from its original roots. What was once an app for users to share any and all experiences, turned into a contest of who can have the best selfie or vacation photo. Most user feeds were filled with over-produced and inauthentic celebrity and internet based content. How was Instagram going to bring back the low-pressure way to share photos and videos?