Facebook management

Blog challenge 90/99: Facebook cracking down on clickbait

Marketing Land’s Amy Gesenhues has written this article that caught our eye regarding click bait.

In May 2017, Facebook announced it was doing more to demote ads that included shocking, disruptive or malicious content. On Wednesday, the company announced it was expanding its efforts in this area by further reducing distribution of — or disapproving — low quality ads.

Marketers using less than credible ad content will need to reconsider their strategy as their ads will continue to get less and less play — or be removed. Here’s a look at what’s changing.

Ads that withhold information. See the examples shown above. Any Facebook ads that include sensationalized or exaggerated headlines to generate a reaction, but fail to deliver the anticipated response on the landing page will also be demoted or disallowed.

Engagement bait ads. Another type of advertisement that will be penalized is any ad that withholds information to get people to click on a link to understand the full meaning of the post. Advertising headlines like “You won’t believe what happened next” or “You’ll be shocked when you see the results” are prime examples of this type of clickbait.

Blog challenge 89/99: 5 simple ways to gain more reach on Facebook

This little blog is for those of you just starting out on Facebook. Below are the 5 easiest ways to gain more views and reach on Facebook:

  1. Use video - The majority of our clients see approximately 30% more engagement when posting video rather than posting photos.

  2. Share your posts in FB Groups - We recommended this one a while ago. Make sure you are not directly selling and check the rules of each group prior to posting your service within the group.

  3. Check your FB Insights - Analyse your Facebook insights and find out when your audience is online and align your posts with the correct timing.

  4. Check your FB history - Look into what posts resonated with your audience the most and increase the frequency of those posts.

  5. Boosted posts - If you are boosting posts, don’t boost immediately after posting. We recommend to wait 12 - 24 hours, then boost your post. This allows time for organic reach to gain some traction.

If you have any questions at all you can give us a call or contact us here.

Blog challenge 83/99: 4 Tips to grow and engage your customers

Here are some great tips about engaging and growing your customers across social media thanks to Kerwin Rae. Kerwin spends his day as a business consultant and has a huge following across social media.

Cross channel promotion: Use each of your platforms to cross promote each other. For example if I’m doing something epic on Snapchat, every now and then I’ll jump on Facebook and tell my friends and my followers to join me on Snapchat. I’ll tell them to come and join me for a behind-the-scenes, and I’ll drop my Snap handle and Snap code – boom! More followers. But I won’t flood the feed. I’ll only do it like maybe once or twice a month.

Create unique content: If you’re putting the same picture on Instagram, as you are on Facebook and all of your other platforms, then people are only going to follow you in one place, for example only on Instagram. You want to be creating unique content for every platform so that they have a reason to go to each platform.

Understand what the best content is for the best platform: Facebook is a lot more about video. And they’re driving longer form video by optimising their algorithm to really push and promote it. Instagram is becoming video orientated too but they’re more shorter videos. Snapchat is all about behind-the-scenes, so short snippets of content. Always create content that has the potential to get shared. And remember always think visually – visual content is what you want to be focusing on.

Time of the day: It’s all about timing. For example 63% of Australians go on social media after work in the evening, 49% first thing in the morning, 36% at lunchtime and 35% last thing before bed, breaks during work and commuting. So factor timing into your social media strategy.

Blog challenge 79/99: Facebook launches 3D photos

This was published just 10 hours ago from Facebook….

Today we’re starting to roll out 3D photos, a new way to share your memories and moments in time with a fun, lifelike dimension in both News Feed and VR. With technology that captures the distance between the subject in the foreground and the background, 3D photos bring scenes to life with depth and movement.

Whether it’s a shot of your pet, your friends, or a beautiful spot from your latest vacation, you just take a photo in Portrait mode using your compatible dual-lens smartphone, then share as a 3D photo on Facebook where you can scroll, pan and tilt to see the photo in realistic 3D—like you’re looking through a window. You can also view 3D photos in VR using the Oculus Browser on Oculus Go or Firefox on Oculus Rift. Everyone will be able to see 3D photos in News Feed and VR today, while the ability to create and share 3D photos begins to roll out today and will be available to everyone in the coming weeks.

Plus, here are some tips and tricks for becoming a 3D photo pro and selecting the scenes that will pop in 3D:

1. Create layers.
3D Photos use the depth maps that are stored with “Portrait” photos taken on iPhone 7+, 8+, X or XS. You’ll get the best results if your main subject is three or four feet away, and to really make it pop, try to capture scenes with multiple layers of depth, including something in the foreground and something in the background—like a shot of your family standing in a field of flowers.

2. Keep contrast in mind.
You’ll get more of the 3D effect when your photo’s subject has contrasting colors—for example, someone wearing a blue shirt standing in front of a blue wall won’t pop as much as someone wearing a different color.

3. Use texture.
Some materials and subjects make better 3D photos than others. You’ll get the best results from subjects that have some texture to them, have solid edges, and aren’t too shiny. Try to avoid transparent objects like clear plastic or glass, as they aren’t always accurately captured by depth sensors.

We’re listening to feedback on this new format as we continue rolling it out to everyone. We hope it will help you share your moments in a new way — and we can’t wait to see what you’ll create!

Blog challenge 76/99: Reach more customers with Facebook groups

It is getting more difficult to reach your audience for free with Facebook. However, this little trick can get you extended exposure across the platform. In your community, there are several groups on Facebook, the larger ones in Darwin are Buy, swap, sell groups, jobs in Darwin and Palmerston community groups. It always pays to check the rules of each group, prior to posting anything to do with business promotion. You can check the rules at the top of each groups page.

If you are operating a business and have a genuine promotion, you may be able to post this on the group page. Some of these pages have 30,000+ followers. You will not be able to share this from your business page, it will have to be from a personal account. One of our clients does this on a regular basis, which often results in an organic reach of 3-4 times what she would normally get by only posting to her business page. Thanks for reading!

Blog challenge: 17/99: Facebook verification

Have you got your page verified by Facebook? A little while ago the social media giant introduced their verifcation feature for business. There is also a verification feature for personal pages, but we are going to discuss the feature purely for business pages. 

Verification is important as it shows that this is the official page of the business and boosts its credibility. Pages with this also rank higher with Google Search and with Facebook search. You can tell if a page is verified by a grey tick that appears next to the page profile picture.

There are two ways you can verify your business, either with a business document or by getting a phone call from Facebook to your publicly listed telephone number:

Facebook Phone Call Method:

  • Go to "settings" on your FB business page
  • Look at the middle section of the screen, second option down is "page verification"
  • Click on "edit", then click on "verify this page"
  • A dialogue box will appear and prompt you to enter your business telephone number
  • Enter the telephone number and click "call me now" wait for a phone call from Facebook - it usually takes 1 minute!
  • The automated message will mention a 4 digit number. Enter it on screen
  • A screen will then appear saying that your business is verified on Facebook

Alternatively, you can verify your page with official documents. We have had to do this with a number of clients as sometimes the phone verification doesn't work every time. 

Document Method:

  • Go to "settings" on your FB business page
  • Look at the middle section of the screen, second option down is "page verification"
  • Click on "edit", then click on "verify this page"
  • Click on "verify this page with documents instead"
  • You will need either: A business utility or phone bill, business license, business tax file, certificate of formation or articles of incorporation
  • Upload one of the above by scanning the document and then attaching it via the "upload file" button on the screen 
  • Facebook will then get back to you via email with your verification and the all important Grey Tick that appears on your profile.

This should only take you approximately 15 minutes, it is a simple excercise. Thanks for reading. As always if you need a hand with your social media just get in touch!

 

 

Blog challenge 15/99: Facebook Ad Hacks

Sick and tired of running Facebook ads that don't work? We thought we would give you some tips related to producing great ads that give you an ROI.

1. Write a magnetic ad headlineThe headline is the most important part of your Facebook ad. The headline text can make a huge difference in the click-through rate and the cost-per-click of your Facebook ads.

2. Create an irresistible value offer: The best way to make someone sign up for a free trial product or buy your product is to create an exciting value offer. Promote something that people actually want. For example, you could offer an extended trial period or create a limited-time discount offer. 

3. Present social proof: You wouldn’t trust a stranger coming to speak with you on the street. That’s how people who have never heard about your brand will feel about your Facebook ads.

When targeting an entirely cold audience that hasn’t been to your website before, use various types of social proof to spark more trust:

  • Include numbers describing your product’s user number/benefits
  • Include testimonials from high-profile clients
  • Add client logos to your ad images

4. Master the art of FOMO and urgency: If you’ve ever missed a flight or been the next person in the queue right when the store runs out of the thing you wanted, you know how bad this feels. FOMO – the fear of missing out – haunts us every single day. To put FOMO to good use, you can write Facebook ad copy that makes readers think that everyone else is already using your product and they’re the last ones out.

5. Use high-quality ad design: No matter how good your ad copy is, a low-quality ad image can ruin all the other efforts. Without a high-quality ad design, your campaign’s almost certainly going to fail. Creating a Facebook ad design that looks trustworthy and outstanding isn’t too difficult. You don’t need the black belt in Photoshop to put together a simple well-designed Facebook ad. Canva or Easil are good tools for simple, effective design.

6. Create colorful ads: Make your ad pop with some great, eye catching colour. In a crowded digital market, you need to stand out. If you are using a carousel ad, use different coloured backgrounds for each frame. It will assist in converting those sales!

7. A/B test your ad images: What if you have no idea which colors or design elements your target audience likes? No worries, there’s a simple solution to that: A/B testing.You can test tens of different ad variations by creating a quick Facebook Ads Split Test.

8. Create carousel ad campaigns: Carousel ads let you include up to 10 images and headlines in a single post. That’s an excellent method for telling a story, introducing your product’s benefits or sharing the latest blog articles.

9. Use videos instead of images: Video ads are one of the most overlooked opportunities in Facebook advertising. Creating a video ad in the Facebook Ads Manager is just as easy as setting up a regular ad. Only instead of an image, you’ll be using a video. Explainer videos are great for showing how to use your product and are especially good for complex processes.

10. Always add subtitles to video ads: According to Facebook, captioned video ads have a 12% higher average view time than videos with no caption. They work well as you can still watch the video without having the sound on.

11. Create attractive landing pages: It happens all the time. Marketers spend hours on creating and setting up their Facebook Ads campaigns. What they forget to do is put as much effort into building the perfect landing page. Getting people to click on your ads is only 20% of the success. After they’ve clicked on the “Learn More” or “Sign Up” button, you have about 10 seconds to convince them to stay on your landing page and read more about your product.

During the first 10 seconds, the visitor evaluates whether your website is trustworthy, interesting, and worth staying for longer.

A good Facebook Ads landing page should:

  • Be aligned with the Facebook ad, and deliver the same message
  • Include a clear value offer and call-to-action
  • Contain no unnecessary text or images (only the ones that contribute to the conversion)
  • Use high-quality images and design

12. Create a separate landing page for each campaign: Smart Facebook marketers rarely advertise the same offer to everyone. Because it almost never works. You need to have several different audience groups with various industry, lifestyle, and social backgrounds. Your job as a marketer is to segment your audience and deliver highly relevant offers to each one of them.

13. Keep the ad frequency under control: After you’ve run a Facebook ad campaign for a couple of weeks, you’ll likely notice the click-through rate going down, and ad costs increase. That’s because people are tired of seeing your ads in their News Feeds over and over again. Keep it fresh and break the ad time up. 3 days on 1 week off, be sure to play around with the frequency to you feel that you have it just right. 

14. Rotate your ads: If you’re not happy about missing some potentially awesome advertising days with custom ad schedule, try this: create multiple ad images and show the ads on different weekdays.

15. Emphasize the emotions: This is super important. Emotions are a crucial part of our decision-making process. People who feel strong emotions when looking at your ads are more likely to act upon them. You can use both your ad image or the messaging to spark strong emotions in the viewer:

  • Use illustrative images of people feeling a positive emotion
  • Use emotional words such as “amazing” or “joyful.”
  • Use exclamation marks to give a happier tone to your ad copy

16. Keep it simple: Writing a long ad copy to present all your product’s features and benefits isn’t always the best you can do. People won’t read your ad copy if it’s too long and full of irrelevant information. What they’re looking for is a quick answer whether they should click on the ad or not.

17. Align your ad design with your branding: If someone saw your Facebook ad but your company’s name was hidden, could they associate it with your brand in 5 seconds? When people fail to associate your Facebook ads with your company, you’ll lose out on a great opportunity to increase brand awareness. By using branded colors and keeping your messages aligned across all marketing channels, you’ll get better results on every channel.

Thanks for reading and if you just don't have the time for your Facebook advertising feel free to contact us here. 

 

 

 

 

 

 

The digital revolution continues

So I have been doing a lot of research and reading over the past week and I am pretty damn excited to see where the marketing space is headed. Instagram launched IGTV (Instagram TV) this week. IGTV allows for long form video to be broadcast on the platform. Instagram is certainly taking a swipe at Youtube with this feature, as Youtube has been the dominant force in long form video for a long time. Instagram previously would allow only 1 minute videos - now with IGTV there is no time limit.

Traditional television seems to finally be making some strategic moves with it's more targeted addressable television advertising. The Seven Network trialed this earlier in the year during the rugby world cup. It is in it's early stages, but is sure to give advertisers a more targeted approach. In my opinion, this is desperately needed within the television industry due to increasing competition. It bewilders me, why the Australian television industry has taken so long to adapt and invest in video ad serving platforms.

Facebook continues to grow at a rapid rate. It amazes me that Mark Zuckerberg (the founder of Facebook), discussed publicly that he was making changes to the platform to take it back to a more personal experience. Like it was in its infancy. Then there was the Cambridge Analytica scandal. This saw Facebook's share price drop to US$152 from US$183 in March 2018. The media does what it does and went a little crazy over it but now, looking at the share price today, Facebook has well and truly recovered with it's share price now at US$201 today. 

Have you heard of Esports? It's online gaming and it is huge. Who would have thought that people would enjoy watching other people play video games....for hours! It is here, it is happening and it is a huge industry. Some numbers, 

  • Esports Global Revenue: AUD$696 million
  • Brand investment by 2020: AUD$1.5 billion
  • Esports enthusiasts in 2017: 240 million

This represents a huge opportunity and audience for advertisers, brands and companies. We are loving the innovation, the direction and the challenge of what is ahead in our field. If you want to know how you can capitalise on any marketing opportunity - just contact us for a chat. Q3 2018 - Bring it on!