Over the last two decades, Facebook has been working on improving its platform for publishers with things like Instant Articles and News Feed Videos. Did they change their minds? Digiday, the digital media platform, has a “confessions series” in which they “exchange anonymity for candor”. I’m shocked to read the most recent confessions of an audience development head at a midsize digital publisher. Apparently, going into 2018 publishers aren’t as keen on Facebook as they once were.
Facebook’s mission has been to make the world more open and connected. Seeing that much of the world’s communication is in the digital realm, this can leave people who are unfamiliar with digital behind. Facebook is going around and teaching communities about how to use Facebook and other digital tools, in efforts to connect the world. Facebook’s Community Boost team plans to visit 30 US cities by the end of 2018.
Facebook is testing a subscription model for Instant Articles. They say that they want publishers to be able to monetize their efforts and stay more connected to their audiences. Instant articles allow publishers to quickly create fast and interactive articles on Facebook.
What is that little icon smack dab in the center of the bottom of our Facebook apps today? Well, that’s Marketplace, the shopping and listing feature that Facebook introduced last October. It just kind of popped up one day and you’re either already buying/selling on there or you have yet to check it out. Maybe you peaked at it for a second and then left like I did. It wasn’t until I was in need of a washer and dryer that I discovered the perks of Marketplace, almost a whole year after it became available! Kind of sad.
We’ve dealt a little with bots and artificial intelligence, but we really don’t know what it is going to be like once it really takes off. Right now, there are chat bots and automated telemarketers. We haven’t quite interacted with bots that can express human-like facial expressions. It sounds a little creepy, but nothing we can’t get used to. Recently, Facebook announced that its AI researchers are in the process of training bots to express various facial expressions.
If there is one thing I am certain, it is that we have all accidentally clicked on a post, an account or an ad on Facebook at some point in our lives. What is the first thing we do when this happens? Immediately hit the back button without even looking at the site we accidentally clicked to. Up until now, an advertiser would have been charged even though that click was not significant for them. Facebook is cracking down on these accidental clicks with new terms.
Facebook is letting brands and businesses do more with their pages by letting then create groups within. Business pages have a general list of likers and followers. By letting them create groups within their page, they can create more niche customer segments. This is a new way that brands and media companies can boost their engagement.
Facebook live is a relatively new feature. Social Media Today talks about how to use Facebook’s Live video features to engage with your audience. People are said to spend up to 3 times longer watching live video than other forms of video. Facebook live is generating a lot of engagement and here is a synopsis of how you too can engage with your followers this way.
If you haven’t seen The Circle in theaters yet, you’re about to see it in real life. Facebook is expanding again, except this time it’s not their social features, it’s their physical campus. Facebook has been at its current 430,000-square-foot headquarters in Menlo Park, California a little over two years now. Now, Facebook is building what it calls it’s “Willow Campus”, not just new office space.
- Custom audiences
And inside each one of these categories, are so many options it may make your head spin! Which is why we created this handy dandy (yet super long) Facebook Ad Targeting Guide. We’ve done the legwork for you and broke down each of the detailed targeting categories – interests, behaviors, demographics, custom audiences.