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22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
22squared POV: Facebook News Feed Redesign
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22squared POV: Facebook News Feed Redesign

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On March 7, 2013, Facebook introduced us to their latest updates to the News Feed which promises to "cut the clutter." 22squared's POV provides advertisers & marketers with a breakdown of the changes, …

On March 7, 2013, Facebook introduced us to their latest updates to the News Feed which promises to "cut the clutter." 22squared's POV provides advertisers & marketers with a breakdown of the changes, brand implications and five immediate takeaways.

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  • 1. Facebook News Feed Changes March 7, 2013 What Happened? On March 7, 2013, Facebook introduced us to their latest updates to the News Feed which promises to “cut the clutter” for an improved user experience and enhanced brand presence. The new Facebook News Feed means a more visual interface for the user, additional options for navigating the News Feed and a consistent experience across all devices (mobile, tablet and desktop). “ We want to give everyone in the world the best personalized newspaper in the world. – Mark Zuckerberg, Facebook CEOContact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 1
  • 2. Percentage of photos in News Feed 20% 50% 2011 2013 Facebook’s News Feed content has moved from consisting of 20% photos in November 2011 to 50% as of January 2013. Additionally, Facebook reported in December 2012 that there are 680 mobile monthly active users of its platform. The changes announced to the News Feed address these shifts in user behavior, allowing brands to resonate better with their audiences. Why is this Important? Facebook has given the power of content selection back to the users. Users choose what they want to view. Currently, 30% of user’s News Feed content comes from Facebook Pages, rather than users’ friends. With the new changes, users can choose to opt out of viewing brand content and see a stream of updates from only their friends. Brands have to reconsider their Facebook presences to ensure audiences will continue to opt in to engage.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 2
  • 3. Breaking Down the Changes Facebook’s mobile-inspired design changes will roll out to users immediately on desktop, and arrive on mobile and tablet devices over the next few weeks.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 3
  • 4. News Feed Filters: Upon logging into Facebook, users will default onto the News Feed in a similar vein as we are used to, where there’s a mix of content from the brand Pages we Like, our friends and paid content. However, users now have the opportunity to delve into the follow topics individually.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 4
  • 5. Photos and Videos Now when users land on Facebook they will be presented with a much wider feed. Photos and videos will appear larger within the stream. Text that is posted with photo and video content will appear as white copy in an overlay on the embedded media.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 5
  • 6. Rich and Engaging Stories User stories will be grouped together by topic and content, allowing updates around live events & news stories to proliferate in the News Feed. Page Like Now when a user Likes a Page or becomes friends with another user, a portion of the brand or user Cover photo, as well as an enlarged profile photo, is shared in the News Feed.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 6
  • 7. Places Similarly, any tags of locations will embed a map image (around the tagged location) in the News Feed. Events Upcoming events are grouped together in a row with large thumbnail images that helps them stand out in the News Feed.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 7
  • 8. Text Surprisingly, while the News Feed has become significantly more visual with the new changes, the widened real estate and font changes make way for longer-form content to be more easily displayed and read within the News Feed.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 8
  • 9. How does it affect your brand? Implications Your consumers have the option to hide your brand and see only their friends. Give them a reason to want to see you by providing value, entertainment, inspiration and/or utility. Your consumers will be used to more, larger visuals. Their friends are sharing large amounts of photos and videos on Facebook. Brands need to compete for users’ attention with even more engaging visual content. Old ads New ads Content may become even more prominent. Facebook is improving the way it groups similar content (e.g. a link to a trending YouTube video, news articles about a pop singer) in the News Feed. As a result, content may jump in virality by being more prominently displayed in users’ streams. Take advantage by continuing to create content that consumers will want to share and discuss.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 9
  • 10. 22squared’s News Feed POV: 5 Things To Take Away Make Your Brand More Visual1 Your audience’s friends are sharing large amounts of photos and videos on Facebook. Understand what is grabbing users’ attentions and create even more engaging visual content. Quick Tips • Adjust future photo content to be optimized for the wider News Feed. Specs TBD • Update assets such as Cover photos that will now be more prominent • About 1/3 of the Cover photo appears to be embedded in the story that appears in the News Feed • Keep captions short, as they will be overlayed on photos and videos Note: While Facebook did not mention this during the conference, inline Flash objects embedded in your status updates may experience specification adjustments as well, to fit into the widened feed. Go Beyond Photos and Videos2 Your brand’s Facebook Page content may not appear in all filter options of users’ streams, but that doesn’t mean you can’t have a presence. Quick Tips • Tap the Open Graph. Generate earned media through Facebook-linked actions that will create stories in users’ own streams. • Encourage UGC. User-generated content around your brand will lead to exposure in his or her friends’ “Friends” streams • Encourage location check-ins. Users’ check-ins to Facebook Places are now accompanied with a visual map, so encourage mobile users to check into your physical locations. • Consider Games & Music. If you have launched a branded game, a user’s request to friends for extra lives will appear in the “Games” stream. Sponsor a Spotify song or work with an up-and-coming YouTube personality to create branded content, and your content will pop up in the Music stream. Be as Interesting—or More!—than Users’ Friends3 Brands will compete against users’ friends for impressions and engagement time on Facebook. Continue to create compelling content and exercise use of digital coverage, partnerships, etc. to differentiate your brand from the increasingly competitive landscape that is the News Feed. Analyze your Paid Media Performance.4 While Facebook’s VP of Product Chris Cox noted after the conference that there will be no changes to ads beyond size, brands should compare the performances of ads before and after the redesign launches to see if the new user experience has affected their CPM and CPC figures. Analyze your Organic Impressions & Engagement.5 Similarly, Facebook said there are no changes to EdgeRank, but the new user experience may affect your Page’s performance. Compare data around your organic impressions & engagement numbers before and after the redesign launches to ensure you are on track to meet your Facebook goals.Contact Julianna Bowman • VP, Director of Corporate Communications, 22squared • 404-347-8895 10

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