Facebook has an issue with teens. CFO David Ebersman even admitted it in the most recent quarterly earnings call, saying that the site has seen a dip in daily active teen users. Regularly, studies and stories come out about how Facebook will fail in the future because of its declining use among teenagers. An article in The Guardian points to messaging apps such as WhatsApp, Snapchat and KakaoTalk as the preferred method of communication among high school-aged students.
However, this doesn’t necessarily mean that Facebook is doomed long-term. Just because someone is using Snapchat at 16 doesn’t mean that they will use it at 25 and so on. Facebook has grown and adapted, but it seems many people still think Facebook is what it was in its infancy — a private way to connect with classmates and close friends.
Recently, the CEO of a social media firm ranted publicly about a brand we all know, calling their reps liars on his blog and in social channels. Neither the name of the CEO nor the name of the brand is important here.
What matters is if or when he should do this, using his prominence to draw attention or get satisfaction through a Facebook post. I asked him about it publicly, to which he said “We need to — it’s how it should be used.”
There’s a reason why Facebook users can’t see exactly how many people have seen their posts, and it’s not out of malice, as BuzzFeed recently suggested.
Facebook wants interactions on the social network to be positive, which is why there will never be a “dislike” button on the site. If a user posts something they think is rather interesting or worthy, but sees that only a fraction of their friend list has seen it, that can lead to a negative experience.
BuzzFeed, citing a Stanford University/Facebook study, claimed that Facebook was purposefully hiding view counts from users. The study examined the audiences of 222,000 Facebook users, discovering that their posts reached 35 percent of friends with each post and 61 percent on a monthly basis.
With clear objectives laid out and an understanding of your target audience, Facebook represents a vast and truly global advertising opportunity.
But getting the most out of your ad creative might require a little help.
Below are some creative best practices culled from our work with some of the world’s leading Facebook advertisers.
Great news! Whether you are a brand page or a personal account, you can now add hashtags to your Facebook status updates and they are both clickable and searchable.
Once upon a time….
Hashtags were born on Twitter in 2007 somehow and gained its badge of honor when the micro blogging has formalized it, so to speak, and made it clickable. The traditional # symbol has been seen widely on other social networks, namely Instagram, Tumblr and Pinterest, and one would wonder when and if Facebook would follow the trend.
The “hash symbol” is above all a new form of expression full of fascination: it allows, as we all know now, to summarize, describe, identify and framework one’s thoughts in one or few words. It aims to clarify the message, launch a topic or take part in ongoing conversations, joke contests or other textual phenomena.
“Your privacy is important to us.”
If your privacy was really important, would the websites that you visit every day, the ones that you use to share stories with family and connect with long-distance friends, need to continuously revise a contract to tell you so? If social media websites really did respect your privacy, would policies be so littered with jargon that the entire document reads like fine print?
One of the social media privacy (or “data use”) policies to capture the most heated attention is Facebook’s.
Yesterday, Facebook announced changes to its Ads Manager reports, citing a desire to simplify its advertising products. Whilst at first glance it certainly seems to do that from the reporting point of view, it goes further than that for marketers in changing the way we run our campaigns.
Up until now, a good Facebook advertising campaign would start with multiple campaigns with multiple adverts within them, allowing us to test out theories to allow us to optimise quickly to get the best results.
The worst-kept secret in social media came to light Thursday, as Facebook introduced video for Instagram. It includes new video-specific filters, 15 seconds of multi-frame recording and a new feature called Cinema that will take shaky videos and make them look as if they were filmed professionally.
As Vine grows like crazy, Facebook needed to come up with a competitor. The iOS version of Vine — the popular 6-second video sharing app which was blocked from Facebook last year — recently hit the 13 million download mark. Facebook is hoping that Instagram’s 130 million users will be enough to make it the most popular video app. By introducing features such as Cinema and filters to video, Instagram can not only compete with Vine, but become the go-to app for advertisers.
With the addition of Cinema, a video stabilizer, brands can become major players on Instagram (and by extension Facebook), without having to spend big bucks.
Facebook recently introduced something that has been a staple of social media for years — hashtags. However, hashtags on Facebook feel somewhat incomplete. Facebook only rolled out hashtags on Wednesday to a portion of its users, leaving brands unable to take full advantage of this new feature, as many users were bewildered.
While Facebook’s younger and power users, who are also on Twitter and Instagram (where hashtags are the norm), may have understood, it confused others who aren’t on those other social channels.
So why did Facebook introduce support for hashtags, which are now searchable and clickable for some users? As other sites have speculated, Facebook (empowered by its acquisition of Storylane) could possibly announce on June 20 a revamp of notes or some other kind of blogging service that would serve as a Tumblr competitor. While this is not to say that Facebook will unveil such a product, it could happen in the future. Someday, users might be able to sort through posts and notes searchable by hashtags.
Facebook’s new Poke app seems in many ways like a departure for the company.
While most of Facebook’s products are meant to preserve memories and save interactions, communications in Poke disappear after a few seconds. Facebook emphasizes functionality over flair and tends to put a lot of structure to how and what users share, but Poke lets users doodle over their photos with different colors and send virtual pokes to their friends. Most of all, Poke is playful while the rest of Facebook is very much a utility. If you haven’t tried Poke, you can get a quick sense of this by listening to the app’s silly notification sound — reportedly recorded by Mark Zuckerberg himself.
Although some aspects of Poke might seem out of character for the Facebook most of us know now, it’s actually a fitting addition to the platform with roots in Facebook’s past.
People who work at Facebook often talk about building products to reflect how people behave and communicate in person. Messenger lets users know when the recipient has viewed a message or when a user is typing because in face-to-face conversations, there are cues that let people know they’re being heard or that someone isn’t finished talking. Timeline strives to depict your life story, starting at birth and including milestones along the way. The new Poke app, though seemingly inane at first, actually adds a new layer of reality to Facebook. It represents those moments that only otherwise happen in person. People can make a funny face or put on a goofy voice without worrying that the rest of the world might see it, or even that a friend will see it more than once.
While Facebook pages represent millions of public figures, businesses, products and entities in the world, Places maps the locations around us, and Open Graph defines the actions we take, Poke gets to be the fun we have in the moment. And that element of fun is something that had started to fall by the wayside in recent years.
Facebook has always had a fairly plain aesthetic and practical approach to features, but as it evolved from student social network to global platform, this approach became even more critical to its success. Facebook stripped away its college-specific character and eliminated some of the more juvenile aspects of the site. “Flyers” became “social ads” and “Sponsored Stories.” The virtual gift shop was closed. The “looking for random play” and “whatever I can get” options were removed from the profile. Random movie quotes like “I don’t even know what a quail looks like” and “Too close for missiles, I’m switching to guns” no longer appear below search results. We don’t even write on “walls” anymore. We have Timelines and life events.