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Cake & Socialyse February 2016 Facebook Updates

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An up-to-date look at what's new on Facebook

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Cake & Socialyse February 2016 Facebook Updates

  1. 1. What’s  Happening  on  Facebook…     Updated  Features  for  Video  Ads       What  It  Is     Nielson  research  shows  that  the  first  three  seconds  of  a  video  ad  delivers  47%  of  the  ad’s  value   (ad  value  is  determined  by  ad  recall),  while  up  to  74%  of  the  value  is  delivered  in  the  first  ten   seconds.  Because  of  this,  Facebook  has  introduced  new  video  features  that  reflect  the  need  to   communicate  brand  messaging  faster  and  beEer  in  order  to  retain  users’  aEenFon.       1)  Automated  Cap5oning  Tool      Allows  adverFsers  to  add  capFons  to  video  ads  much  easier  and  automaFcally  by    generaFng  capFons  and  delivering  them  within  the  ad  creaFon  tool.       2)  Addi5onal  Repor5ng  +  Buying  Op5ons  (also  available  for  Instagram)      Creates  a  fuller  picture  of  video  ad  performance  to  adverFsers  and  publishers,  furthering    analyzaFon  and  strategy.  The  updated  metrics  and  buying  opFons  are:     •  100%  In-­‐View  buying  opFon   •  Minutes  Views   •  10-­‐Second  ReporFng     •  Unique  Viewers  (as  a  top-­‐level  metric)   •  Sound  On  &  Sound  Off  Views   •  Average  CompleFon  (%)       The  addiFonal  metrics  are  available  to  all  adverFsers  now,  while  the  automated  capFon  tool  will   roll  out  globally  for  US  English  capFons  in  the  coming  weeks.       Brand  Applica:on     As  the  value  of  mobile  and  video  adverFsing  grows,  it’s  fundamental  for  brands  to  test  and  adjust   their  creaFve  consideraFons  to  compliment  the  mobile  feed.  These  updated  features  give   adverFsers  the  insight  needed  to  build  beEer  and  move  effecFve  videos.       Tips  For  Building  Mobile-­‐Feed  Friendly  Video   1)  Establish  a  Connec5on  Quickly     Consider  video  thumbnails  that  will  intrigue  your  audience.  Always  include  brand  colors   and  capFvaFng  themes  and  images  that  connect  your  video  to  your  brand.     2)  Design  for  Sound-­‐Off     Because  the  majority  of  mobile  video  ads  are  viewed  without  sound,  rely  on  visual   communicaFon  by  including  capFons,  logos  and  product  images  that  can  be  easily   idenFfied  and  associated  with  your  brand.  
  2. 2. Instant  Ar5cles       What  It  Is     Instant  ArFcles  are  a  way  for  publishers  to  create  fast,  interacFve  arFcles  on  Facebook.  Rather   than  posFng  links  that  drive  to  publisher’s  websites,  Instant  ArFcles  allows  content  to  be  hosted   directly  on  Facebook,  significantly  speeding  up  load  Fmes  for  mobile  users.  Slow  load  Fme  has   been  an  issue  that  has  been  impacFng  publishers  and  users  alike.     This  feature  was  launched  less  than  a  year  ago  and  was  iniFally  opened  only  to  a  handful  of   publishers  like  the  New  York  Times,  NaFonal  Geographic,  and  Buzzfeed.  Now,  Facebook  is   opening  it  up  to  publishers  of  all  sizes  –  including  freelancers.       Aside  from  the  improved  user  experience,  publishers  will  benefit  from  the  economics  of  Instant   ArFcles.  Ads  that  are  sold  through  the  publisher  against  an  arFcle  allow  the  publisher  to  keep   100%  of  the  revenue  earned,  while  if  Facebook  sells  the  ad,  the  publisher  keeps  70%.                                   Some  publishers  have  been  resistant  to  share  all  of  their  content  on  Facebook,  as  they  don’t  want   to  become  vulnerable  to  the  many  changes  that  Facebook  is  constantly  making  to  their  newsfeed   and  how  it  can  potenFally  impact  the  way  users  view  their  content  further  down  the  line.       By  opening  Instant  ArFcles  up  to  all  Publishers,  users  will  be  spending  more  Fme  on  the  pla`orm   and  in  return,  adverFsers  will  want  to  spend  more  money  on  the  site.  Instant  ArFcles  will  be  made   available  to  all  publishers  starFng  April  12th.    While  the  feature  will  not  directly  impact  brands,   this  is  a  big  update  for  publishers  and  users  engaging  with  their  content.    
  3. 3. Facebook  Reac5ons       What  It  Is     Facebook  has  officially  launched  ReacFons,  designed  as  an  extension  of  the  Like  buEon,  allowing   users  to  express  their  response  to  a  post  more  descripFvely.  The  globally  launched  reacFons   include  Love,  Wow,  Haha,  Sad,  and  Angry.  To  add  a  ReacFon,  users  must  mouse  over  (on  desktop)   or  hold  down  the  Like  buEon  (on  mobile)  to  view  and  then  select  a  ReacFon.     Brand  Applica:on   For  brands,  this  means   addiFonal  insight  into  the   senFment  of  specific   messages  as  well  as  brands  as   a  whole.  ReacFons  will  soon   be  available  as  a  reporFng   metric,  enabling  brands  and   adverFsers  to  beEer   understand  how  people  are   responding  to  their  content.     While  we  don’t  expect  ReacFons  to  impact  strategic  recommendaFons,  it’s  an  interesFng   addiFonal  insight  into  how  specific  audience  segments  react  to  various  pieces  of  content.       ReacFons  will  be  available  on  both  organic  and  paid  content.      

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