This week, Instagram released a new app called Hyperlapse. It allows users to create seamless time-lapse videos on an iphone or ipad. And they make it easy. Time-lapse videos traditionally required expensive equipment and were dependent on holding the recording device completely still while filming. Hyperlapse does not require either as it has built-in stabilization equipment. This short video shows it all. The tool makes it cheap and easy to create fun, shareable content in a multitude of scenarios from product assembly to sponsored events and building tours; The White House posted a 15-second video tour.Social Media and the “Spiral of Silence”
The Pew Research Internet Project has concluded a study on Social Media and the “Spiral of Silence" In case you aren't familiar with the term, it is the tendency of people to not speak about policy issues in public (including family, friends, coworkers) when they believe their own point of view is not widely shared. Hmmm. Sound familiar or maybe not familiar at all (#nofilter). Pew set out to see how social media might impact human behavior using Edward Snowden’s 2013 revelations of widespread government surveillance of Amercians’ phone and email records as the case study. What they found was that people were less willing to discuss the Snowden-NSA story in social media than they were in person. Amongst the many results, the study showed 86% of Americans were willing to have an in-person conversation compared to 42% of Facebook and Twitter users willing to post about in on their platforms.Facebook Announces New Mobile Targeting Option
Facebook's ad targeting offerings have expanded to allow targeting based on the user’s network connection. This includes 2G, 3G or 4G. They already offer options to reach consumers based on type of device and operating system, but this takes into consideration fragmentation of user speed which is quite prevalent in high-growth countries. This allows for the proper use of creative to match yet another important mobile criteria. It is currently available through the Ad Create Tool, Power Editor, and the API.
I’m sorry. I couldn’t help myself. An article about clickbait deserves an equally clickbaity title. First off, I lied to you, I can’t really beat the algorithm. What I can do is show you how to make sure your articles and links earn the eyes of your readers. Which is really what you wanted to do in the first place, right? Good. Let’s dive in.
While I am not sad to see clickbait go, Facebook isn’t cracking down in an effort to increase the value of content in your newsfeed. It’s all much more self-serving than that.
I can hear your astonished gasps from here.
So Why is Facebook Suddenly Cracking Down on Clickbait?
In short, because it works. Clickbait is VERY good at getting you to click on a link. This is where clickbait becomes a problem for Facebook. Facebook’s model for advertising is predicated on you spending time in your newsfeed. They then sell advertising to brands and marketers who wish to reach you either A) In your newsfeed with content or B) on the right hand side of your newsfeed in more traditional banner style ads. Media outlets have become extremely good at writing headlines. It shouldn't surprise anyone that this tactic has been used to sell magazines and newspapers for a hundred years. Remember newspapers? They’re those things you wrap your trinkets in when you move.
No matter how you feel about clickbait (or newspapers) the move for Facebook to abolish clickbait is almost certainly because it threatens Facebook’s ability to sell advertising. By very effectively taking users to the .coms of media site,s Facebook likely sees money hemorrhaging from their pockets into the pockets of sites like BuzzFeed, Viralnova, and many more.
How Do Brands Earn Eyes on Content?
The old school agency guy in me wants to say “It depends on your content strategy.” The truth is it likely won’t impact your content strategy all that much. Assuming that you actually want to produce quality content for your consumers/readers. If you’re producing garbage articles just to dupe people into clicking, you've earned a special place in content marketer hell. Let’s look at a few common sense tips to make sure your links are not getting shut down by the clickbait police.
1. Develop your headlines using solid SEO practices.
Including keywords in your headline is great for SEO and also naturally gives context to what users can expect to see when they click the link. If written correctly it can be every bit and enticing as a clickbait title without the chance of getting shut down by the new algorithm. SEO is always a good time investment. If you’re not sure how to write for SEO simply use the upside down triangle method. Make content at the beginning of your article more keyword heavy and then lessen your keyword density as you move through the article.
Another key factor in Facebook’s clickbait calculation is the amount of engagement as compared to clicks. Spend some time thinking about the copy of the Facebook post that will promote your article or link. It should be designed to encourage sharing as much as possible. This will also help generate engagement. Some great tips to drive engagement include asking questions, using strong calls to action, and crowdsourcing product/service etc. decisions. Give your audience real involvement in what you’re doing day-to-day and they will engage.
The great thing about the social web is that Facebook isn’t the only game in town anymore. There are many other platforms that allow for the free sharing of content. Lately I have really liked LinkedIn’s new publishing tool. I just published my first post What Brands can Learn from the ALS Ice Bucket Challenge. There’s also Twitter, Reddit (if you’re brave), StumbleUpon, Digg, and Technorati to name a few. My main point is, don’t put all your eggs in the Facebook basket. Even if you have a large established fan base there.
It’s sort of like paint by number. Using metrics makes content creation easier. Use your website analytic tools in combination with the metrics from your social channels to determine where and when you should be sharing articles/links. Identifying peak posting times can help drive increased engagement and reach. It can also help you create a consistent viewing appointment with fans which will also earn you more eyes and engagement.
What are your strategies and tactics for earning eyes on your links and articles? Tweet to me at @johnpatterson85 and let’s chat social media, whiskey, Disney movies, or anything at all!
The post Beat Facebook’s New Clickbait Crackdown with These 4 Tips appeared first on Ignite Social Media.
Facebook announced on Monday an update to the News Feed algorithm designed to "weed out stories that people frequently tell [them] are spammy and that they don't want to see." The update specifically moves against "Click-Baiting," the practice of publishing a headline designed to titillate the reader yet reveal little information about the article. "Posts like these tend to get a lot of clicks," Facebook explained, "which means that these posts get shown to more people, and get shown higher up in News Feed."
Headlines of this sort include phrases like "...You Won't Believe What Happened," "...When I Saw This I Cried," and for list posts #x/y/z Will Blow Your Mind/Break Your Heart/Restore Your Faith in Humanity."
Facebook reported that in an initial survey, respondents reported that 80% of the time they preferred headlines that informed them of the article contents enough to know if they wanted to read it or not before clicking through.
Facebook is determining which headlines are clickbait by measuring how much time people spend away from Facebook after clicking a link. Those who read the article will spend some time doing so. Those who click their "Back" browser button immediately will be assumed to have seen something they were not interested in. Another factor Facebook will examine is the ratio of clicks to likes and comments, as a ratio of high clicks to low likes/comments also suggests low interest/value.
Tony Ahn is one of the most sought-after public relations consultants in Asia. He is credited with bringing reputation management to the Philippines after opening the first reputation management consultancy in Manila, which has grown into full-service digital public relations agency Tony Ahn & Co. The agency now counts many of the largest local and international brands as its clients. He also lectures at De La Salle University, and frequently speaks on the subject of digital marketing at conferences.
The post Facebook Moves Against Click-Bait Headlines…What Happens Next Will Blow Your Mind appeared first on Ignite Social Media.
Your audience is on Facebook and Twitter every day, but your engagement numbers are decreasing. You Google the top social brands you know, and their numbers don’t look like they’re dropping. What’s going on?
You may have become part of the 99%. A new study from SocialFlow has found that 99% of organic social media posts generate almost no reach or engagement, due in part to a larger amount of content on platforms. As the number of posts in social feeds keep increasing, the number of hours that users have to consume content remain relatively fixed. The space is becoming more crowded, and some posts are ultimately ignored.
Additionally, if you’re a brand that is lumped into the 99%, spending your social dollars on Facebook may seem moot. With increasingly more complex ad buy systems from Tumblr and Twitter, Facebook continues to tell advertisers to dole out the cash or kill your organic reach. But it seems like brands are, literally, buying into it. Facebook revenue jumped 61% in their latest quarter to $2.9 billion.
And, Twitter has complicated the situation even more, with the recent news that the platform is indeed publishing posts from brands and users that you are not following on your news feed.
To sideline these affects, media and entertainment companies should still publish real-time posts, as SocialFlow found that the audience for this sector is very responsive. For brands in other industries, including retail, healthcare, and non-profits, SocialFlow encourages a combination method between scheduling posts and posting real-time. A variety of posts should be created, but not always scheduled for specific times.
Even with the changing landscape of Facebook and Twitter advertising, the basic principle stating
the better your organic content is, the more likely people are to “retweet” or “share” it holds true. Remember that your platforms are still “social” platforms, and it is important to engage with followers by posting and replying with content that is relevant to them. For example, this real-time image of a majestic double-rainbow posted by Walt Disney World is tailored directly to their
audience, and took little effort to receive almost 200 retweets.
Additionally, Kings Dominion posted one very successful post this week, which showcased the park’s 1-305 ride at sunset, and asked followers to tell them what their favorite time of day is at the park. This encouraged user engagement, since people can relate to riding this specific ride at various times. However, Kings Dominion posts weekly recaps of their engagement on Twitter, and these receive little to no engagement, since audiences are coming to this page to engage with the park as a source of entertainment, and not with the park as a business.
Changing the way your brand posts organically may not be the perfect way to increase organic engagement, but it is a small solution for those who do not want to pay up to Facebook and Twitter for advertisements quite yet.
The post You May be Part of the Social Media 99%, but Don’t Panic appeared first on Ignite Social Media.
New research this week shows that consumers are 68% more likely to share native ads than display ads and 53% more likely to absorb native ad messages. This comes on the heels of another study this week that found that 33% of users trust editorial content, while just 35% trust the publication’s own content. Also, more readers (18%) distrusted the publication’s content than distrusted branded content (15%). The best native advertising, of course, is good content that adds value to the reader, so in order to keep these numbers high, we can’t pollute the native stream with bad content.Facebook Increases Ad Frequency
Anyone who has worked in advertising knows that reach and frequency are the two variables to adjust to increase ad effectiveness. Facebook is now allowing brands to show an ad to non-fans twice in a given day instead of just once. Of course, bad ads will be punished twice as often, with comment streams filled with angry users who hate the ad. Good ads, however, have a chance to thrive.Vine (Finally) Allows Video Imports
One of the challenges marketers have had with Vine is getting an approved video into the system. It’s been such a problem, in fact, that only 9% of marketers use Vine. But now, your six-second video can be made off the platform, shared around for sign-off from brand, legal, etc. etc. and then imported into the app for distribution. Not sure what took Twitter so long to add this to their video service, but it’s a welcome addition.
Finally, as we go into the weekend, know that Snapchat is considering serving mobile ads in platform, which has some marketers scratching their heads. Taco Bell isn't waiting, however, using the network to promote their new dollar menu.