Chart of the Day: What clickthrough rate can new Facebook advertisers expect?
With declining reach in organic Facebook posts, we are seeing competition on Facebook hot up. Last September Sheryl Sandberg announced that Facebook had passed the 4 million advertiser milestone and that was only 6 months after the 3 million milestone was passed...
If you're thinking about investing in Facebook advertising you will want to model the return on marketing investment to make the business case. Knowing average clickthrough rates can help you make the case. Facebook's own Ad Manager will enable you to estimate reach, but what clickthrough rate can you expect on Facebook?
This new research from WordStream's Facebook advertising customers shows that across sectors clickthrough rates (CTRs) vary from around 0.5% through to 1.6%.
More advertisers naturally means more competition, so you will need to model the average Cost…
Facebook changes the way its algorithm ranks content, weighting reactions higher than likes
Since Facebook introduced new ways to react to posts, with emotions like 'Love, wow and angry' as opposed to the traditional 'like', we've been interested how they affect the way Facebook's algorithm ranks content.
Now Facebook has confirmed that it will be weighting the importance of reactions more than 'likes' when it comes to deciding what posts will be shown to users. Facebook's newsfeed algorithm is extremely important deciding what content gets seen, and generally is far more likely to show a post that is highly engaged with to a large majority of a page's followers compared to one that is failing to drive engagement. This means many brands are trapped in negative cycles, where posts are shown to only a tiny percentage of followers (1% is common), and then they fail to get engagement from that 1%,…
Chart of the day: 3 of the top 5 Youtube Adverts from January are over 2 minutes long
Earlier this week news came down the marketing grapevine that Youtube/Google was going to no longer support unskippable 30-second ads in a move that they describe as "providing a better ads experience for users online". This change is scheduled for 2018, so there is still plenty of time to use this type of Ads if you already have them in your upcoming campaign plans.
Come 2018, Youtube will still offer unskippable Ads but of the 6 seconds variety. Less annoying (and much less mobile data) for the user but will cause a rethink to many brand's video strategies.
I am very interested in how brands will adopt to the standard of skippable and 6 seconds unskippable ads and move away from the 2-3 minute mini-movies that are a trend of the last 12 months.
This change will also challenge creative agencies be…
Facebook announced the US launch of a new 'Jobs tab' and will let users apply to jobs via Facebook
At $247 dollars per user, LinkedIn makes almost double what Facebook does from each of its members. Facebook is a much larger player because it has many times the number of users, but Facebook still probably looks enviously at LinkedIn's value per user. A large part of why LinkedIn users are so much more valuable is because LinkedIn is built around applying for jobs. Many industries are having to compete fiercely for talent at the moment with unemployment at or near historic lows in the US and UK. This makes the ability to search for and hire talent highly desirable for companies of all sizes, and Facebook's latest move shows they clearly are wanting to capitalize on this.
Job posting and application directly on Facebook.
As of February 15th businesses pages on Facebook in the…
Facebook allows third-party measurement and commits to an audit by the Media Rating Council
Facebook has been under fire since the revelations last year that it had been mistakenly inflating the view counts/durations on its videos. This may have influenced how brands spent marketing budgets, but the metrics were just plain wrong. As we saw in my chart of the day yesterday Facebook had been wrongly overstating views by as much as 80% .
In response to this and other revelations of widespread ad fraud in the online advertising industry, P&G's Chief Brand Officer announced a series of demands to online ad providers, which they would have to comply with or else P&G would spend its seven billion dollar ad budget elsewhere. The demands were as follows:
Adopting one viewability standard – P&G will be accepting the Media Ratings Council (MRC) - validated viewability standard, and expect all its agencies, media suppliers…
Chart of the Day: Average share of weekly activity on Twitter and Facebook
So, here's the thing. Most businesses don't utilise social media effectively enough to generate a return on their efforts. But with a few simple tweaks anyone can make Social work for their business. Start by considering the following questions:
1. Which platform is right for your business and target audience?
Consider who your target audience is and find the right social media platform(s). If you are a B2B business Linkedin is probably the best place for you and Snapchat is better aligned to targeting under 23 consumers. Which a little research you can find the right audience for you.
2. What content are you posting? The Sell-Inform-Entertain balance
One area where businesses fall down on social is posting promotional content too often in their eagerness to push a sale through the channel rather than posting engaging informative content that builds brand loyalty. Look at your posts, would…
Live streaming offers great opportunities, but without planning, you could be flirting with disaster.
You wouldn't be alone if you hadn't winced once or twice because of a social media blunder you'd seen unfolding or read about in the press.
Perhaps you've spotted an offer that has gotten out of hand, seen an ill-thought-through initiative that's simply jumped on the bandwagon, or read about the totally inappropriate handling of a relatively simple error.
Whichever it was, social media mistakes are easily done without proper planning.
And let's face it, things move quickly in this industry.
With the constant conversation and rapid developments amongst the different platforms, it's pretty likely that you'll have missed an update before you've even finished your morning coffee.
So as we head into another year of exciting enhancements and who-knows-what new launches, we've launched a new…
Live video now available to everyone on Instagram.
Instagram announced another update their platform this week. Instagram Stories will allow you to broadcast live video to your followers as well as being accessible via Explore.
Live Video for Instagram Stories is being pitched as a way to help you connect with your friends and followers who are there to share a moment with you. It is interesting that once you've stopped recording any trace that you were there will have disappeared, which may help the more camera shy of us use live video. I'm looking forward to seeing how brands adopt this new way to communicate with their audience.
Going live couldn't be easier - Just swipe right to access the camera and hit "Start Live Video". The only limitation you have is that you can only broadcast for up to an hour, which should be plenty for even the most seasoned influencer or brand. Instagram…
The new design overhaul of LinkedIn is the biggest in the site's history
Importance: [rating=3] (For B2B marketers)
Recommended source: LinkedIn blog
LinkedIn have just launched the largest desktop redesign since the site was first built back in 2003. They've re-designed the whole experience from the ground up, at the same time as re-designing their mobile app. The idea is to build a site that is more intuitive, simpler and faster to use. The new layout is currently rolling out across the world and should soon be live for all users - we are seeing it for some our team, on which this review is based, but not others.
Some of the most important changes for those using LinkedIn for marketing include:
Changes to the LinkedIn feed, tweaking the algorithm to get better at showing quality content users are interested in. They've also mentioned they'll be using humans as well as algorithms to select the most…
Chart of the day: Facebook advertising cost per click across the World
Facebook advertising cost per click (CPC) is highest in Australia, Norway and Japan, where as Taiwan, Portugal and South Africa were found to be cheapest for CPC ads, whilst cost per "like" was found to be highest in Germany at $0.58 per like and cheapest in Mexico at $0.03 per like.
The study also found that cost per app install was highest in the United States at $2.74 followed by Japan at $2.70 and cheapest in Vietnam at $0.38.
Cost per like was found to be most expensive at 18:00, possibly when Facebook is the busiest.
Younger users were also found to be cheaper to target and females are more expensive.
Notably Instagram was found to be more expensive than Facebook advertising.
Source: Buffer Social and Adespresso
Sample: Adespresso analysed over $100…
