Breaking News From Facebook – the End of the Newsfeed as We Know It

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Mark Zuckerberg announced on the 11 January 2018 that significant changes to the Newsfeed are about to be implemented over the next few weeks. The focus being on posts from friends and family shown over businesses and publishers: "..prioritize posts that spark conversations and meaningful interactions between people."  The key here being people and no mention of organisations.

As for the future of the Facebook Newsfeed, Zuckerberg states users will see "less public content, including videos and other posts from publishers or businesses." See Mark's Facebook post below revealing this latest, significant update that will impact ALL businesses and organisations who use Facebook as a marketing tool to reach fans.

Mark Zuckerberg announces the end of the newsfeed for businesses as we know it

Due to the declining space availability in the Newsfeed, Facebook states that it wants to focus on "showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses."

Interestingly, when I shared this article on my personal Facebook page a friend commented how relieved she was that "Facebook listened" about how she was sick of seeing "sponsored ads" in her newsfeed. Many like her will be thinking the same -  they don't realise that it's the organic reach that Facebook is severely cutting back on. They certainly aren't reducing paid advertising. Now, more than ever, Facebook is a "pay to play" platform.
facebook announcement zero organic reach

What Will Be the Impact on Business Facebook Pages?

This latest announcement has caused a huge stir in the social media marketing world. And so it should.  ALL Pages will notice a significant drop in organic reach as Facebook clearly states "As we make these updates, Pages may see their reach, video watch time and referral traffic decrease."

We have seen a declining organic reach for the past few years, with reach dropping from about 16% to 2% with speculation rife that it would drop even further, potentially to 0%.

Develop New Strategies

Let's be 100% clear about this annoucement - Facebook is effectively deprioritising business' posts. There are some who say it won't matter as much as the hype leads us to believe - we just need to "post relevant content and generate meaningful conversations" However, most businesses don't actually understand what this means and have been getting it wrong for awhile now. It's absolutely critical for businesses and organisations to develop a Facebook strategy that covers how to get around the algorithm - and that businesses will have to 'pay to play.'

Your emphasis must absolutely now be on posting highly relevant, entertaining content that appeals to your target market and definitely do not use 'engagement-baiting' techniques. Any posts that have a 'passive experience' in other words, no interaction from Fans, will definitely lead to no organic reach and will impact negatively on future posts. Properly understanding how the Newsfeed and algorithm works is vital. According to leading Social Media Expert, Micheal Stelzner part of this update will affect the strategy of linking to your blog from Facebook "The days of traffic from the Newsfeed to blog posts are dead."

If you have engaged a social media company or individual to manage your Facebook Page, and, if they haven't been in touch, make sure you initiate a meeting to discuss a revised strategy for your Page. Don't have a social media company? We offer consultancy, private training or you can attend a Facebook Group Training Session coming up in February 2018 in Dunedin.

If you want further information or advice on what to do for your Facebook Page, you can email philippa@cre8ive.co.nz

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SWOT Analysis

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SWOT analysis is an acronym for strengths, weaknesses, opportunities and threats and is a structured planning method that evaluates those four elements of an organisation. This analytical framework that can help an organisation face its marketing challenges and find its most promising new markets.

STRENGTHS

Within the organisation and external strengths, such as client relationships.

  1. What are your strengths?
  2. What unique capabilities does your business posses?

Possible strengths in marketing might be:

  • An innovative product or service
  • The location of the business
  • The reputation of the brand for being trusted or perceived as being of high quality

WEAKNESSES

Weaknesses are aspects of your business that detract from the value you offer or that place you at a competitive disadvantage.

  1. What are your weaknesses?
  2. What do your competitors do better than you?

Possible weaknesses might include:

  • Lack of a clear product/service differentiation
  • Weak distribution compared with competitors
  • Inadequate social media presence

OPPORTUNITIES

Factors that could lead to your business prospering.

  1. What trends may positively impact you?
  2. What opportunities are out there?

Potential opportunities could include:

  • The use of technology to develop new products
  • Growing demand from overseas markets
  • The use of new social media platforms to reach new target markets

THREATS

Includes external factors beyond your control that could place your strategy, or business, at risk. You have no control over these but you may benefit by having contingency plans in place.

  1. Do you have solid financial support?
  2. What trends may negatively impact you?

Possible threats could include:

  • Competitors introducing new products at lower prices
  • Changes in the economic environment
  • Changes in customer tastes and fashions
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What Facial Expression Works Best for Fundraising?

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The face, with its endless capability for communication, is believed to be the primary non-verbal channel for emotional communication. Have you ever wondered why we always see sad facial expressions for fundraising? It follows that images of victims on charity appeals attempt to elicit reactions such as sympathy and subsequently encourage donations.

Research reported in the AMA Journal of Marketing Research - The Face of Need: Facial Emotion Expression on Charity Advertisements  found that sad faces prompt more giving:

"people are more sympathetic and give more to a charity when the victim portrayed on the advertisement expressed sadness than when a victim expressed happiness or neutral emotion.... Taken together, the findings imply the importance of subtle emotional cues that sway sympathy and giving."

One of the findings showed higher response rates for the sad child than the happy or neutral one:

Donation by image, Happy child, Neutral Child, Sad Child, Cre8ive Marketing If you have a fundraising campaign, think carefully about the emotion expressed on your lead image.

Six Principles of Great Content

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Six principles of great content

 

The six principles of great content is a great starting point for your marketing plan that specifically relates to content. It should include details such as the key topic areas you will cover, what content you will create, when and how to share your content and specific calls to action you will include.

Content Marketing Strategy

At its core, your content marketing strategy is your “why.” Why you are creating content, who you are helping, and how you will help them in a way no one else can. Organisations typically use content marketing to build an audience which they can then leverage for increased sales or to develop loyalty.

Content comes in a variety of options such as blogs, whitepapers, how to guides, infographics, webinars, podcasts and videos.
Check out this '25 Ways to Wear a Scarf in 4.5 Minutes’ video that is a very creatively visual way of illustrating the different ways you can wear your scarf. It has close to 40 million views.

Develop Your Value Proposition

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When it comes to choosing a product or service, customers have more options at their disposal than ever before. For your brand to stand out, you need to clearly define what your organisation offers that’s different to your competitors. To do this effectively, you will need to write a value proposition. It’s the primary reason a prospect should buy from you.

Basically the value proposition is a clear statement that tells your audience:

Believable and persuasive reasons people should notice you and take the action you’re asking for.
  • how your product/service solves customers’ problems or improves their situation
  • what specific benefits customers can expect
  • why they should buy from you and not from the competition

What makes you valuable?

People won’t buy from you if they don’t understand what you are offering and how it relates to them.

Develop Your Value PropositionWhat the Value Proposition consists of

There is no ‘right’ way to formulate your value proposition but here are some suggestions:

  • Headline. What is the end-benefit you’re offering in one short sentence. Can mention the product and/or the customer. This is the attention grabber.
  • Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful.
  • 3 bullet points. List the key benefits or features.
  • Visual. Our brains process images 60,000 times faster than text. Show the product, the hero shot or an image reinforcing your main message.

A truly great value proposition paints a picture of your brand for prospects

Evaluate

Evaluate your value proposition by checking whether it answers these questions:

  • What product or service is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this product or service?
  • What makes your offering unique and different?

Examples of Value Propositions

Send Better Email
Just three words. That’s all that MailChimp needs to tell you what its brand is all about. It’s simple, direct, and clear. Use its service and you will send better email - end of story.

 

Shorten. Share. Measure
Known for its link shortening, Bitly is all about removing clutter and being concise, so it’s natural that the company’s value proposition reflect these traits as well.

The Uber homepage excellently conveys the simplicity and ease that lies at the heart of what makes it such a tempting service:

  • One tap and a car comes directly to you
  • Your driver knows exactly where to go
  • Payment is completely cashless

What the value proposition is NOT

It’s not a slogan or a catch phrase. This is not a value proposition:
L’Oréal. Because we’re worth it.

To assist in the development of your value proposition answer these questions

  1. Who is your customer?
    Demographics as well as details such as who influences the purchase, what are their values and what is the timeline for their purchase.
  2. What problem do you solve?
    From your customer’s perspective, what challenge are you solving for them?
  3. What are your distinctive benefits?
    List three to five benefits your customer gets from choosing your product/service that customers don’t get from going elsewhere.
  4. What’s your brand promise?
    This is like a pledge. What will you always do for your customers? It could be something like a money‑back happiness guarantee on every order.
  5. How does it fit together?
    Create a single paragraph from your answers so far, with the aim to end up with a unique message.
  6. Can you make it shorter?
    Now, refine. Take your time, review again and again until you’ve distilled your value proposition to one clear line that captures what you want to say.
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Avoid Getting Your Instagram Account Banned or Hacked

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Instagram has developed into a leading social media tool for brands and there’s one feature that most would like to be able to do - schedule photos that auto post to Instagram! Even though this feature would lessen the headaches for social media managers - did you realise that if you find such a tool, using it puts your Instagram account at risk of getting banned or hacked?

Earlier in July there seems to have been an Instagram bug that make users accounts appear to be deleted. So, how can you keep your Instagram account safe?

Simply put, don't violate Instagram's terms of use which includes using apps that automatically post to Instagram for you.

Here’s a list of things you can’t do:

  • No Auto Posting to Instagram: “You shall not use the Instagram APIs to post automated content to Instagram, including likes and comments that were not initiated and entered by an Instagram user.”
  • No Instagram Bots: “Don’t participate in any “like,” “share,” “comment,” or “follower” exchange programs”
  • No Hacked API: “Don’t reverse engineer the Instagram APIs or any of Instagram’s apps” and “You must not access Instagram’s private API by means other than those permitted by Instagram”

Also, you should also avoid any software, websites, or apps that ask you to “log in” with your Instagram account on their own page, instead of Instagram’s secure login page.

Safe Instagram schedulers like Later, Hootsuite, Planoly and Buffer can’t see your private Instagram messages, they can’t post to Instagram for you, and they don’t know your Instagram password.

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What Works: Positive or Negative Superlatives in Headlines?

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Do you want to write more effective headlines?

A superlative is an adjective of the highest kind, quality, or order; surpassing all else or others. It indicates the greatest degree of the quality that the adjective describes. Best is the superlative form of good; fastest is the superlative form of fast.

Superlatives - words like best, biggest, greatest - can be effective in headlines. But it turns out that negative superlatives (like least) can be even more powerful.

In a study of 65,000 titles, Outbrain compared positive superlative headlines, negative superlatives headlines and no superlative headlines. The study found that headlines with positive superlatives performed 29% worse and headlines with negatives performed 30% better. The average click-through rate on headlines with negative superlatives was 63% higher than with positive ones.

positive vs negative superlatives in headlines

There are a few theories on why this might be:

  • Positive superlatives may have become cliched through overuse, which leads to them being ignored.
  • It may be that negatives are more intriguing because they're unexpected and surprising.
  • Negatives also tap into our insecurities in a powerful way. Using negative words like "stop", "avoid," and "don't" often work because everyone wants to find out if there's something they're doing that they shouldn't.
  • Negative terms are more likely to be viewed as authentic and genuine.

In terms of news headlines, you are more likely to click on headlines like: "The worst economic dip in 30 years," "Unemployment numbers have never been lower," and "10 Ways Facebook is destroying your life."

Key Takeaways

When it comes to headlines, negative prevails over positive.

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Facebook’s 20% Text Rule on Images has Changed

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If you have struggled with the strict 20% rule regarding the amount of text advertisers can have on their Facebook Ads, you will be relieved to know that Facebook has rolled out a change to this policy. Although don’t be surprised that if you want more text you will pay more.

Previously you could only have 20% of your ad covered with text. Facebook has admitted that Advertisers have found the 20% rule confusing and has decided to roll out a new policy so that your ads will no longer be rejected for having too much text. However, the more text in your image, you can expect less reach and higher costs.
Images will no longer be broken up into a 5×5 grid. Going forward, Facebook breaks down text density into four categories:

  • OK
  • Low
  • Medium
  • High

With the 20% rule, an advertiser who used a grid tool on their images would always know where their image falls (more or less than 20%) and therefore if it would be approved or not. Now it’s a matter of Facebook determining whether the amount of text is OK, Low, Medium or High.

Facebook's updated grid tool so that you can upload your images and get immediate feedback on where they determine text density falls.  If you create your ads in Power Editor, you will be given a warning that lets you know if the amount of text in your image may limit distribution.

Examples of the four text density categories:

Image Text: OK

Facebook still prefers little or no text in an image.
facebook example of ok amount of text

 

Image Text: Low

These ads are considered to have moderate text. Each of these ads have most of their copy in the text box, but there's still some copy directly on the images in each of them.
facebook example of low amount of text

 

Image Text: Medium

facebook example of medium amount of text

 

Image Text: High

While this ad will get approved, Facebook will severely restrict its reach and charge high costs.

facebook example of large amount of text

 

In summary, although the policy has changed, Facebook still prefers little or no text and if you want maximum reach you would be best to adhere to this.

At Cre8ive we implement and manage Facebook and Instagram Advertising campaigns for clients. If you would like to know more please email.

 

Ten Steps to Effective Facebook Marketing

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Worldwide, there are over 1.86 billion monthly active Facebook users.

This platform offers more than just a way to stay in touch with friends and family; it is an essential item in the marketing toolbox. Facebook allows your business to be available to people on a trusted, popular platform, where prospects can see “real” people interacting with your brand. This is the foundation for you to build stronger relationships with them. Facebook often changes the rules and your audience changes their minds so what works today may not work tomorrow. You need to stay on top of the game by keeping up-to-date with the latest trends. Cre8ive has created a handy Facebook reference check sheet with the top ten points that every organisation should implement.

Need to know more? Through our training arm, Get Social, Cre8ive offers one-on-one Facebook Training for businesses - specifically tailored to your business or organisation. We can assist if you need help with maximising the Facebook tools, what to post and when to post, how to source ideas, how to advertise on Facebook, legal requirements and more! We will do an initial evaluation and audit of your page and go over the recommendations with you. Call Philippa 03 474 1075 to find out more or Email

Cre8ive's Facebook Guide

 

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