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Pedro Gonçalves

Study: FBX ads in News Feed have nearly 200% better ROI than in sidebar - 0 views

  • Facebook Exchange retargeting ads that appear within News Feed deliver an average increase in ROI of 197 percent compared to FBX ads on the right hand side of Facebook.com, according to an early study by Nanigans.
  • Sponsored Stories and Page Post Ads in the feed can have 10 to 20 times higher clickthrough rates than sidebar ads.
  • an average 17.1 times higher CTRs and 51 percent lower CPCs for FBX in News Feed versus in sidebar. As mentioned, ROI was 197 percent higher as a result.
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  • With News Feed inventory, FBX ads are in Page Post Link format, meaning they’re much bigger than before, and they get prime real estate among posts from users’ friends and pages. Additionally, News Feed-based FBX ads include options for Likes, comments and shares, which could lead to other types of engagement or even virality.
Pedro Gonçalves

Cutting Through the Crowds on Facebook News Feeds | Social Media Statistics & Metrics |... - 0 views

  • In 2009, a Facebook account holder Liked, on average, 4.5 Pages. In just four years, this number increased to an average of 40 Pages! Not only that, but brands have been expanding their use of social media in their marketing campaigns, raising the number of Facebook posts that they make from an average of five times per month to 36. This means that in 2009, Facebook users only had to keep up with a manageable 23 updates per month, whereas they are currently bombarded with around 1 440 updates per month!
  • Some countries Like even more Pages than the 40 Page average, making them even harder to penetrate. The US takes the lead, Liking a whopping 70 Pages! The UK and France are tied, with their Facebook users Liking 48 Pages, on average. Mexican Facebook users follow closely, Liking an average of 41 Pages.
  • Our figures show that FMCG brands in the US may find it especially difficult to reach their fans, as this industry has the most Liked Pages.
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  • more posts don’t always mean higher engagement. Fans may get overwhelmed if your posts are cluttering their News Feeds and it may ultimately result in them Unliking your Page.
  • You must also determine which content is most engaging for your business, and create posts geared toward this. Photos are generally the most engaging type of Facebook post and will be all the more important once the new Facebook News Feed is launched, as as your photos will be more conspicuous. Creating content that your fans can engage with (Share, Comment, and Like) and that will, in turn, increase the reach of the post. The more engaging posts will appear more prominently in the News Feeds of the friends of your fans, allowing you to grow your fan base, and spread your message to more Facebook users.
  • The huge increase in brands’ posts over the years makes it all the more difficult to engage your fans. With the congestion users receive in their New Feeds, brands must pay attention to the content they are posting, the frequency, and the times of day.
Pedro Gonçalves

Facebook Adding Posts To News Feed Where Pages Have Tagged Other Pages - AllFacebook - 0 views

  • Product Manager Andrew Song detailed the new initiative in a Newsroom post, using a post from Bleacher Report about Houston Rockets Center Dwight Howard as an example, and saying that the post may appear in the News Feeds of users who follow or like Bleacher Report, Howard, or both.
Pedro Gonçalves

Facebook Wants To Fill Your News Feed With Actual News - ReadWrite - 0 views

  • Today Facebook announced an update to its news feed ranking that emphasizes shared news posts over memes and similar airy material that's often shared on the social network.
  • Facebook’s push to incorporate more news into timelines could be a response to Twitter’s success as a news platform. According to Pew Research, Facebook still has some catching up to do—only 47 percent of Facebook’s total users get their news on the site, compared to 52 percent of users on Twitter.
  • Facebook says people prefer “high quality content” over popular memes, so the company is putting an emphasis on tracking how frequently articles are clicked on from news feed on mobile to deliver more relevant posts.
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  • The move represents Facebook's latest push to eliminate “low quality” posts from users’ news feeds. In August, the company announced a similar algorithm update to encourage the managers of Facebook pages to post less junky material and to provide users with better-targeted updates.
Pedro Gonçalves

They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its Deskt... - 0 views

  • TBG Digital’s CEO Simon Mansell tells me “this is huge news that show mobile is potentially going to be the big revenue driver that Facebook needs, especially because the usage in there.”
  • According to a new study by TBG Digital on 278,389,453 Sponsored Story ad impressions across 17 clients, mobile news feed Sponsored Stories (the only ads Facebook shows on mobile) have a stunning click-through rate of 1.14% at a $0.86 CPC. That means Facebook earns $9.86 per 1000 impressions (eCPM), and that could actually rise as more advertisers realize the power of mobile Sponsored Stories and compete for impressions there.
  • Compare those numbers to the desktop news feed Sponsored Stories that get a 0.588% CTR at $0.63 CPC and earn Facebook an eCPM of $3.72, and Facebook is getting 1.93x the CTR and earning 2.65x as much on mobile sponsored stories compared to what it makes on the web.
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  • And look at Facebook’s desktop ads as a whole, including both Sponsored Stories and the traditional sidebars ads. They’re getting just 0.083% CTR at a $0.88 CPC earning Facebook an eCPM of only $0.74, so mobile Sponsored Stories have 13.7X the CTR and earn Facebook 11.2x as much as its combined desktop ad offering.
  • Meanwhile, a quick look at a campaign in the tens of thousands of dollars by AdParlor showed that mobile ads have a CTR of 0.821% while traditional Facebook ad campaigns that mostly show up in the web sidebar with some presence in the web and mobile news feed had a CTR of regular ads have a CTR of just 0.032%. That’s a 25x better CTR on mobile. The campaign at gaining new fans for a Facebook page, and while the click-to-fan conversion rate on mobile was slightly worse – 55% on mobile versus 72% across placements – the improved in CTR makes up for it many times over.
  • Another Ads API giant Spruce Media told MediaPost that its tests with Facebook mobile sponsored stories have seen click-through rates from .8% to 1.7%, the same range as TBG Digital and AdParlor.
  • This all doesn’t seem like users are just clicking the relatively new, three month old ad units out of curiosity. It looks like users are actually perceiving them as content, and are clicking through to learn more about the Pages and apps their friends interact with.
  • Attaining such a high click-through rate for mobile Sponsored Stories is game-changing for Facebook, because there’s simply not as much room for it or any service to advertise on mobile. There’s no space for an ads sidebar and if far too many ads are injected into the content feed, users could get angry and stop browsing. But the impressively high CTR and eCPM mean Facebook doesn’t have to show too many Sponsored Stories to make a ton of money off of them.
  • Other social sites like Google+ and Twitter don’t have the scale, social graph, or on-site activity to serve Sponsored Stories that are as effective as Facebook’s. While Twitter and G+’s interest graph can power accurate ad targeting, only Facebook know who your closest friends are thanks to photo tags, wall posts, messages, and more. Its massive time-on-site also produces lots of interactions with brands and local businesses that can be turned into Sponsored Stories ads.
  • Facebook is just getting started. Sources say it’s working on a hyper-local mobile ad targeting product that could serve extremely relevant local business ads to users within a few hundred feet of a brick and mortar store. Thanks to the new Facebook Exchange real-time bidding system, Facebook could drive up CPC or CPM prices by getting advertisers to compete to reach specific mobile users, including ones who’ve been retargeted after visiting sites that indicate purchase intent.
  • High mobile Sponsored Story CTRs indicate at least some users don’t hate the ads, and wouldn’t rebel if they see more.
Pedro Gonçalves

Facebook Explains The Four Ways It Sorts The News Feed And Insists Average Page Reach D... - 0 views

  • to determine if any given Page post shows up in the news feed, Facebook looks at four main factors: If you interacted with an author’s posts before: If you Like every post by a Page that Facebook shows you, it will show you more from that Page. Other people’s reactions to a specific post: If everyone else on Facebook shown a post ignores it or complains, it’s less likely to show you that post. Your interaction with posts of the same type in the past: If you always Like photos, there’s a better chance you’ll see a photo posted by a Page. If that specific post has received complaints by other users who have seen it, or the Page who posted it has received lots complaints in the past, you’ll be less likely to see that post. This factor became a lot more prevalent starting in September 2012.
  • Let’s say Darth Vader posts that he and Luke Skywalker have confirmed that they are father and son. To determine if Yoda saw this post in his news feed, Facebook would look at: whether Yoda had Liked or interacted with posts by Vader in the past, if Leia and Han Solo Liked the relationship post by Vader when Facebook showed it to them, whether Yoda tended to interact with relationship change posts in the past, and whether anyone else had complained about Vader or this particular post by the Sith Lord.
  • There are conflicting reports about the actual impact on average reach, though. Some like PageLever say it stayed stable, but others like We Are Social and SocialBakers say that average Page reach decreased by as much as 50 percent.
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  • Facebook says it adjusts the way in which it weights these factors to try to increase engagement and general satisfaction. Maybe reach decreases on some Pages, but people interact more with the news feed overall, according to Cathcart.
  • Those analytics providers are only looking at a relatively small number of Pages, typically fewer than 1,000. Facebook’s product marketing director for ads Matt Idema tells me that what those studies show “all depends on what set of pages you’re looking at and how many pages you’re looking at. We’re looking at all the Pages. The median reach did not decrease.” But what about average reach? Idema shut that down saying that, as for the difference between median and average reach, “I’m pretty sure they’re indistinguishable.”
  • Even though it’s seeking to create a better user experience and confirmed it does not make changes to sell more ads, some businesses got hurt. This is the unfortunate reality of relying on a centralized marketing channel like Facebook opposed to an open channel like email. Facebook giveth, and Facebook taketh away.
Pedro Gonçalves

Facebook Exchange Retargeting In the News Feed | Optim.al - 0 views

  • Facebook recently announced that it will be extending Facebook Exchange (FBX) Retargeting into the News Feed, bringing the placement of these targeted ads beyond the network’s right-hand panel
  • Known as one of the strongest forms of targeting available in digital media, FBX helps marketers reach users on Facebook who have demonstrated interest through browsing behavior. By targeting users in a timely and contextually relevant manner, FBX can effectively drive sales, improve customer engagement, and promote brand awareness.
  • Ads in the News Feed have historically resulted in some of the strongest metrics compared with other locations.
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  • Ads in the News Feed are Page Post Link Ads.  To develop them, keep in mind the following specifications: 500 characters of allotted text, anything beyond that will be truncated Attached links contain an image, title, and the domain in the body text Depending on the length of the body text, 2 to 3 lines can be filled within the ad Images should be 90 x 90 pixels
  • News Feed CTR’s can be up to 10x higher than standard Facebook ads.
Pedro Gonçalves

Know Your Place! Where to Put Ads on Facebook | Social Media Statistics & Metrics | Soc... - 0 views

  • Currently, there are six different ad placements available to advertisers: Homepage All Facebook News Feed (desktop, mobile) Typeahead Logout Page (available only through Facebook IO)
  • Selecting “Homepage” as a placement will display your ads on the News Feed on desktop, right-hand side on homepage, and on News Feed for mobile.
  • Ads under the “All Facebook” place option may be shown on the right-hand side of Facebook, the desktop News Feed, or the Mobile News Feed. Facebook will decide exactly where to display your ad in order to drive the most clicks and actions, according to your budget.
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  • By selecting “News Feed” as a placement option, your ads will be displayed on both desktop and mobile.
  • Typeahead This is one of the most used features on Facebook. It gives advertisers the ability to target searches.
Pedro Gonçalves

Facebook: Pages may see organic reach decline - Inside Facebook - 0 views

  • The site posted on its Facebook for Business blog that pages will likely soon see a decrease in organic reach as a result of recent changes to the News Feed algorithm.
  • People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,5001 possible stories we can show. As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality. Facebook notes that page admins can try advertising and boosting posts to make up for the loss in reach: As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well.
Pedro Gonçalves

STUDY: Your Facebook Page May Be Bipolar - AllFacebook - 0 views

  • BuzzSpice found that 72 percent of the pages it studied exhibited what it called “manic-depression behavior,” not posting content in a consistent manner, but adding posts in flurries, then going silent for more than two weeks, in some cases.
  • Pages that do not stay in constant touch with their fans get decreasing score on the Facebook EdgeRank algorithm, lose visibility, and eventually disappear from their fans’ News Feeds.
Pedro Gonçalves

Study: Facebook Pages Shouldn't Post More Than 1x Every 3 hours | TechCrunch - 0 views

  • The average news feed post by a Facebook Page receives Likes and comments for 3 hours after being published. To maximize the engagement, impressions, and traffic driven by the news feed, Facebook Page owners should wait at least 3 hours between posts.
  • The study found that the average post lifetime was 3 hours and 7 minutes, while the median post lifetime is 2 hours and 56 minutes. After a post’s death, it only receive a trickle of engagement and there’s little lost by posting again.
  • To be clear, the 3 hour average post lifetime does not mean Page owners should post every 3 hours. 8 posts a day would likely force them to churn out low quality content and annoy their fans. Optimal post frequency is a separate question depending on a Page’s audience, content production skills, its post lifetime but also other factors.
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  • Most Page owners stick to roughly 2 to 3 posts a day. Update: News outlets and those producing urgent content like TechCrunch should post more often, but they will end up cannibalizing some of the engagement from their past posts.
Pedro Gonçalves

Studies show more than 40 percent decreased organic reach on Facebook - Inside Facebook - 0 views

  • Earlier this month, Facebook noted that pages could see a decrease in organic reach as a result of News Feed algorithm tweaks that favor newsworthy posts. However, many marketers and Facebook page admins are reporting that they’re seeing an extreme drop in organic reach — as much as 44 percent in some cases — and it has been going on for months.
  • Komfo, a social marketing firm, studied fan penetration among 5,000 Facebook pages of various sizes from August through November with the following findings: 42% decrease in fan penetration 31% increase in viral amplification 28% increase in clickthrough rate (CTR)
  • In Komfo we do not doubt that the survey shows that there is no “free lunch” on Facebook anymore, and companies have to start investing in Facebook advertising if they want to reach the right audience with their content. However, it also shows that the Facebook’s algorithms, that control what we see in our newsfeed, have been improved. Facebook has become better at showing a page’s content to the most engaged users. Jim Tobin, President of Ignite Social Media, also saw significant drops in organic reach. In a study of 689 posts of 21 large brand pages found that in the week of Facebook’s announcement, organic reach dipped an average of 44 percent. Tobin pointed out that the previously accepted reach percentage of 16 percent can now be as low as 3 percent.
Pedro Gonçalves

12 Tips When Using Facebook Promoted Posts | Social Media Examiner - 0 views

  • Facebook Promoted Posts are only available to pages with more than 400 Likes. And not all countries have Promoted Posts yet—they are still rolling out.
  • You can only run a Promoted Post on posts that are newer than 3 days old and the post will be pushed into the news feeds of fans for 3 days following the start of the campaign.
  • if you are typically getting 30% to 40% reach naturally with each post, then I don’t see many reasons to use Promoted Posts. You’re already doing a good job getting into your fans’ news feeds. But if your reach is below 10%, you need to try something new to make your page more effective.
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  • I tested a “salesy” post and a more “fun” post and the fun Promoted Post got over twice as many clicks for two-thirds the cost. Not surprising that a fun post is going to get more engagement. If you need to increase your engagement, push something fun into the news feed.
  • I would recommend split-testing your results between a Sponsored Page Post Ad sent out to only your fans and a Promoted Post to see which one gets better results for you. They have the same idea and goal, but may get very different responses from your fans.
Pedro Gonçalves

What Teenagers Are Really Doing On Facebook - 0 views

  • Miki, like a number of teenagers whom BuzzFeed has interviewed, is using Facebook almost exclusively as a instant-messaging platform. “Messaging is pretty much the main reason I go on,” she says. “I don’t go scrolling through the News Feed.”
  • “I don’t post statuses anymore,” says another girl, a 14-year-old in the Bay Area, who nonetheless says she’s “addicted” to Facebook. She spends a cumulative four hours a day on the site. It is the first page she goes to when she turns on her computer, and the last one she checks at night before bed. “I don’t want to be that person you see with hundreds of [posts on] News Feeds,” she says.
  • Facebook’s pitch to investors depends largely on the News Feed and its app ecosystem, where ad placement possibilities are obvious. By contrast, instant messaging is a revenue black hole. If teenagers are an indicator of where Facebook users are headed — or if this is indicative of a larger trend — Facebook might be facing a serious problem.
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  • “I post on a friend’s wall to say ‘Happy birthday,’ but that’s pretty much it. I think it is really annoying when people post and have long talks.”
Pedro Gonçalves

News Feed algorithm tweak: Status updates from pages moving down - Inside Facebook - 0 views

  • The social network decided that since status updates from pages behave differently than photo, video and link posts, they should be treated differently. While users may see more status updates from friends, pages may see a decline in reach for these types of posts, writes Facebook’s Chris Turitzin, Product Manager, News Feed Ranking:
  • Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.
Pedro Gonçalves

Curation Service Storify Partners With Pulse In First-Ever Syndication Deal | TechCrunch - 0 views

  • Storify now has 1.2 million users visiting its site as of March, up 50% from the prior month. During March, Storify’s stories were read 14 million times across all sites, including those were the feeds were embedded. For comparison’s sake, Storify, which launched into public beta this time last year, was averaging 6.5 million monthly views as of last August.
Pedro Gonçalves

Newspapers Aren't Getting Much Out of Google+ - 0 views

  • If people are seeing stories from these papers on Google+, they either don't like them or they aren't bothering to tell Google. The New York Times, with over 360,000 followers, receives an average of 26,665 +1s per week. That's fewer than one +1d article a week for every 10 followers. The Times only posts to Google+ a few times per week, and it's not always posting links to NYTimes.com pages. But few of its Google+ posts have more than 50 +1s, and they theoretically reach 360,000 people.
  • What's even weirder is that The Washington Post, with 5% of the followers The New York Times has, gets more +1s than any other newspaper. With 33,206 +1s per week on average, the Post is the only major U.S. paper (with more than 200 followers) that gets a significant multiple of weekly +1s per follower. It gets 1.7 +1s per person encircling it, and the rest of the leaders get a small fraction of their follower count.
  • But so does WSJ.com, the #2 U.S newspaper in terms of Google+ followers, and its +1s are still a small fraction of its number of followers. All these papers have about the same level of activity on their Google+ pages, and their +1 activity on those posts is about the same.
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  • It doesn't look like +1 activity has much of a connection to the number of Google+ followers for these major media outlets. With 360,000 Google+ followers, The New York Times still can't get 10% engagement once a week.
  • The Searchmetrics numbers show, simultaneously, that being a suggested news organization doesn't lead to lots of Google+ followers and that having lots of followers doesn't lead to lots of engagement.
  • Google+ followers are not active. It's safe to call The New York Times one of the most influential sources of information in the world, and even it can't drum up much interest on Google+. Sure, plenty of people added +The New York Times to their circles, but now they're silent.
Pedro Gonçalves

12 Best Practices For Media Companies' Facebook Pages - AllFacebook - 0 views

  • Share breaking news updates: Lavrusik and Hershkowitz said posts that included the terms “breaking” or “breaking news” saw engagement 57 percent higher than non-breaking news posts
  • Use a conversational tone and include analysis: Posts with a personal tone or clever language saw engagement of 120 percent above the average, and posts with analysis received 20 percent more referral clicks.
  • Start conversations by asking questions and responding: Posts with prompts for conversation of questions saw engagement 70 percent above the average
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  • Share stories visually with photos and videos to grab users’ attention: Posts with photos receive 50 percent more likes.
  • Page targeting enables page admins to publish stories into the News Feeds of audiences who are going to be most interested in the content, without inundating those who may not.
  • Use engaging thumbnails for link stories: Links with thumbnails received 65 percent more likes and 50 percent more comments.
  • Vary your post type — users don’t engage the same way with every post: Mix it up between status updates, links, polls, and photos.
  • Optimize your page for Graph Search and mobile: Ensure that your page description is complete and up-to-date, which will help its performance in Graph Search results, and pin posts to ensure that users see the most important stories on both desktop and mobile.
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