Vous êtes marketer, vous conduisez une marque et la diffusez sur Facebook. Vous devez absolument lire ceci. Facebook évolue et nous vous aidons à y voir plus clair. (ce premier papier est anglais car nous voulions le sortir au plus vite, mais la version française sera prochainement disponible)

1. FACEBOOK
NEWS FEED UPDATE
How Facebook is improving user experience and increasing its revenue.

2. IN A NUTSHELL
On April 21, Facebook announced three updates to its
News Feed:
1. The rule preventing users from seeing multiple posts
from the same source at the same time has been
removed.
2. Content from users’ best friends or pages (the ones
they interact with most frequently) will appear
higher in their news feed.
3. Stories about friends ‘liking’ or commenting on
content will appear lower.
These updates are designed to improve user experience
but for brands it means that Facebook keeps building on
its ownership of the relationship between clients and
brands – transforming Facebook into a paid channel.
In the meantime on April 22, the company shared
its Q1 results:
Adweek

3. FACEBOOK KEEPS TRANSFORMING INTO A PAID CHANNEL
One update after the other, Facebook
continues to transform into a paid channel
for bigger advertisers.
A study conducted by Locowise using 5,000
pages, has shown that organic reach is as
low as 2.27% for FB pages with 1 million+
likes. However, it is up to 9.62% for FB pages
with 50,000-100,000 likes.
The reports also states that “only 7% of pages
are using ads but this number goes up to 15%
for larger pages.” This means that bigger
pages will have to invest in a media budget
to boost growth and engagement.
“If you are running a very large page, you will be reaching a very low number of
your page likes organically. These numbers seem especially low when
considering the high organic numbers on Instagram.”
Locowise

4. FACEBOOK KEEPS TRANSFORMING INTO A PAID CHANNEL
“[…] organic
impressions were down
35% year-over-year,
while paid impressions
rose 8% over the same
time period.”
Adweek

5. BRANDS REACT TO CHANGES BY INCREASING FREQUENCY
Most brands seem to have increased their posting
frequency, as we see an overall increase of 31%
year-over-year of the volume of Facebook posts
by brands.
Editorial and rich content get more interactions:
photos and videos get the highest engagement on
average.
Facebook’s ads are the most efficient ways to
reach your fans and a new audience. You could
gain an advantage over your competitors by
boosting your posts.
“Overall Facebook posting by brands was up 31 percent in the first
quarter of 2015 compared with the year-ago period.”
Adobe

6. GENERATING ENGAGEMENT: RELEVANCY AND MEDIA BUY
Brands have two solutions to increase engagement
of their fan base: relevancy and media buy.
How to improve relevancy?
On Facebook, relevancy is based on the number of
interactions a post will get in a limited timeframe.
For instance, a post that gets 20 likes in the first 3
seconds will gain more organic reach than a post
with 20 likes in the first minute.
What about editorial content?
Since reach depends on people’s interaction with
content, brands must develop more and more
stories and editorial content to engage with their
targets.
Some brands switch their entire marketing
towards producing that type of content. For
example: Patagonia with its Worn Wear campaign
has created rich content based on strong values.
Chivas talks about evolution of ice with its fan
base.
Patagonia always has a few different “stories” being
shared on its website, newsletter and Facebook.
Very little is being said about the product. It’s more
about how inspiring and amazing people use it.
With the video “The evolution of Ice” , Chivas got
about 10 times the regular engagement they have
on their regular posts.

7. GENERATING ENGAGEMENT: RELEVANCY AND MEDIA BUY
Brands have two solutions to increase engagement with their fan base: relevancy
and media buy.
How to adapt media budget
1. Targeting and local activation: Media on Facebook let advertisers choose very
specific targeting options which are worth spending money on as they are targeting
a highly qualified audience.
2. Clear value to the user: If the value is clear to the user (promotions, gifts, limited
time offers, etc.), interactions will be higher and the price per action lower.
3. Clear call to actions with a direct benefit (conversion) for the brand: The
conversion has a clear monetary value and can be directly compared with other
channels (newsletter sign up, form completion, freemium sign up, etc.)
Leveraging the quality of your fan base
Facebook’s ad format for boost posts is priced according to the expected reach. This
means that a smaller but better qualified fan base is a much better asset than a huge
but non qualified fan base. There is no value in paying to reach a fan base that isn’t
relevant for the brand.
How does Facebook as a channel
contribute to your digital ecosystem?
The real question is “How does
Facebook contribute to your clients’
journey?”
Is Facebook a constant connection with
your audience based on highly
qualitative content, as seen with
Patagonia which promotes its products
while creating a huge brand
connection?
Or do you use Facebook to add people to
your newsletter, which is the second
source of revenue from your e-
commerce?
Either way, if the quality of your fans is
high, Facebook stays an amazing
acquisition and engagement channel
but you should expect prices to keep
raising in the next few years.