Facebook News Feed Redesign - Net Takeaway for Brands


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This document lists the new features of the new Facebook News Feed and proposes recommendations to optimize brand pages and their content.

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Facebook News Feed Redesign - Net Takeaway for Brands

  1. 1. Facebook News FeedRedesign:Net Takeaway for Brands.March 11th, 2013
  2. 2. Context> Over the past few years, Facebook has received a lot of feedback What this document covers: from users concerning their cluttered news feed. > The new look of News Feed> Facebook has released a spring cleanup, unveiled on March 7th as the “new” > Blown up, richer photos, videos and links news feed. Changes will be slowly introduced to users. > Larger stories for Page likes> First the new news feed will make room for more visually rich content, which > Organized news feed by media type is an opportunity for more brand engagements. > Implications for media> Second, since it will give users new options to filter what they see by > Next Steps selecting different feeds, brands will need to foster more valuable and sharable content to increase their reach.> This document lists the new features and proposes recommendations to optimize brand pages and their content accordingly. 2
  3. 3. The New Look of the ‘News Feed’ 3
  4. 4. Blown-up photos, videos and links tocollect more brand engagements.What’s new> Larger space for richer photos and videos> Story text is now displayed in photo in white> Video title and source are now enclosed in video thumbnailRecommendations> Invest in the production of premium content (photos and videos)> Share richer and stronger visual content> Use photos with a minimum width of 552 pixels> Keep in mind critical photo areas where text overlays will be displayed (white background and the white text in the photo) 4
  5. 5. Larger stories for Page likes to helpconvert more fans.What’s new> Page Like stories are now larger> Profile, cover picture and social context (mutual friends) are now displayed in the storyRecommendations> Optimize the cover photo to tell your page’s story and increase the chance of converting friends’ of fans> Improve your page experience by making it engaging> Keep in mind critical photo areas where text overlays will be displayed (white background and the white text in the photo) 5
  6. 6. Possible lower reach for brands as fansare now in control of what they seeWhat’s new> Fans now have the power to choose the content they see by selecting different filters> Brand content will be displayed under the “Following” feed or will it will depend on the type of content they publish ex “Photos”> Filters imply a reduced reach for brands, but users will be more prone to engage when they’ve chosen to view branded content.Recommendations> Continue to share and foster engaging branded content- likes, - News Feed - a feed serving content that is most relevant to you (same feed as now) comments and shares- to increase the chance of showing up in friends’ of fans’ feeds. - Most Recent - a feed of content from friends and the pages you like in chronological order - All Friends - a feed that shows you everything your friends are sharing - Photos - a feed with nothing but photos from your friends and the pages you like - Music - a feed with posts about the music you listen to - Following - a feed with the latest chronological news from the pages you like 6
  7. 7. Invest more in bigger and better ads.What’s new> Bigger photos mean bigger ads> Ads on the right hand side of the page will be wider, with clearer call to actions.> The new filters will be ad free for now. Only organic content will be displayed in the “Following” or “Photo” feed. Advertising capabilities will become available later this year.> Also later this year, new 15-sec auto-play video ads in news feedRecommendations> Increase media investment to promote more content> Continue to share a variety of content (not only promotional content) to be promoted with media 7
  8. 8. Next StepsNews feed features roll-out> Be one of the first, sign up: https://www.facebook.com/about/newsfeed> Desktop roll-out is already underway, but features will be slowly introduced to users as Facebook determine how it affects engagement.> The new version of the Facebook mobile app, including these features, will also roll-out in March.For Brands:> Experiment, test and learn in order to identify the actual impacts.> Keep a close eye on reach and engagement metrics.> Optimize content strategy in order to maximize engagements. - Event and Links layouts - 8
  9. 9. Thank you Jean-François Deschamps Digital Strategist References > http://mashable.com/2013/03/07/hands-on-with-the-new-facebook/ > http://mashable.com/2013/03/10/facebook-video-ads/ > http://www.youtube.com/watch?v=_PW54Sm99ck&list=UUcr9tciZbuvJrEVAgIXCp8Q > http://new.livestream.com/facebooklive/stream @JFrDeschamps > http://fr.scribd.com/doc/129339095/The-Facebook-News-Feed-Update-What-Marketers-Need-to-Know jean-francois.deschamps@dentsubos.com @DentsuBos www.dentsubos.com 9