I migliori aggiornamenti di Facebook che non puoi permetterti di perdere

1. Facebook aggiunge nuovi strumenti creativi nel Gestore annunci di App
2. Mentorship nei gruppi
3. Watch Party esce su tutti i gruppi
4. Metriche degli annunci video aggiornate
5. Nuove soluzioni pubblicitarie per i marketer dei giochi
6. Nuovo look per dispositivi mobili
7. Facebook segue attraverso App Shut Downs
8. Il luogo di lavoro si concentra di più su Team Building & Collaboration
9. Nuova funzione Tocca per Reagire nelle storie
10. Facebook acquisisce VidPresso Team & Tech

Sei pronto per iniziare?

I marketer che sono frustrati dalla necessità di modificare e aggiungere creatività alle immagini prima caricandoli nel gestore annunci (che spesso richiede più strumenti o app) sarà entusiasta di vedere i nuovi strumenti creativi disponibili nell'app Gestione annunci.

L'app mobile per la gestione degli annunci ora consente agli utenti di modificare le loro foto in-app, incluso il ritaglio, l'utilizzo di modelli, l'aggiunta di filtri colorati e lo schiaffo su nuove forme, adesivi e persino loghi.

C'è anche molto utile strumento di sovrapposizione di testo che ti permette di aggiungi del testo a un'immagine e poi immediatamente controlla per assicurarti che non violi la regola del 20%.

Se si utilizza l'app mobile di Ads Manager, è probabile che sia necessario creare contenuto in movimento e non voler utilizzare più app per modificare le immagini prima di creare campagne.

Ciò velocizzerà significativamente il processo e ridurrà il numero di strumenti che i marchi devono utilizzare prima di pubblicare i loro annunci.

Assicurati di fare un buon uso anche di quella sovrapposizione di testo; che funzionerà a tuo favore.

Come qualcuno che usa molto i gruppi professionali su Facebook, posso attestare che sono stati a lungo una risorsa per formare partner e mentori.

Facebook sta prendendo piede e ha sviluppato un fantastico programma di mentoring per i gruppi.

Questo programma consente agli amministratori di gruppo di creare programmi di mentorship, come "come iniziare una carriera di scrittore freelance" e di avere passaggi del programma come "creare un sito Web" e "presentare un cliente".

Gli utenti interessati possono iscriversi come mentore o mentee, e quindi sono accoppiati insieme. Si uniscono per mezzo del programma guidato del gruppo, quindi il gruppo è sempre pertinente e centrale per tutto questo, ma ottiene aiuto uno-a-uno l'uno dall'altro.

Queste i programmi possono essere per lo sviluppo personale o professionale e saranno una risorsa incredibile per i gruppi chi li usa bene

Sono un fantastico strumento di costruzione della comunità, e continua ad apprendere e crescere entro il tuo gruppo e lo rende ancora più prezioso.

Watch Party è una funzionalità che si è diffusa silenziosamente e che sembra ancora sottoutilizzata nel suo insieme.

Consente agli amministratori e ai moderatori di un gruppo di selezionare qualsiasi video pubblico ospitato su Facebook, di condividerlo nel gruppo e quindi di ospitare una "festa di guardare" in cui tutti guardano il video sincronizzati e aggiunge commenti in "tempo reale". ”

Watch Party è ora disponibile per tutti i gruppi di Facebooke secondo Tech Crunch, sta arrivando con due nuove funzionalità per tutti.

• Gli utenti saranno in grado di suggerire video, che darà agli amministratori e ai moderatori di gruppo nuove idee per coinvolgere i contenuti che il loro pubblico vuole vedere.
• Sarà possibile avere più di un co-host, consentendo a più persone di aggiungere nuovi video alla coda e facilitare la discussione.

Watch Party potrebbe arrivare a Pages alla fine, ma questo non accadrà subito ed è ancora nelle prime fasi di test.

Se pubblichi molte campagne di annunci video, potresti aver già visto alcune di queste modifiche, che stanno per essere implementate a livello globale ora.

Facebook sta aggiornando le metriche degli annunci video attuali per allinearsi meglio con il modo in cui gli utenti guardano effettivamente gli annunci video sulla piattaforma, concentrandosi maggiormente su quanto tempo totale viene guardato un video.

Facebook nota che queste modifiche vengono apportate dopo aver osservato come gli utenti guardano diversi tipi di video attraverso la piattaforma.

Queste modifiche includono:

• Misurando le sezioni non ripetute, che danno un aspetto più accurato agli annunci di newsfeed (che ti permettono di riavvolgere) rispetto agli annunci non ignorabili (che non lo fanno). Ciò consentirà inoltre alle aziende di avere un'idea migliore di quanti utenti video abbiano effettivamente visto.
• Quante volte suona un video, che è diverso da un'impressione.
• L'eliminazione della percentuale di video guardati e la visualizzazione di 30 secondi.

Queste metriche video non sono un enorme cambiamento di gioco, ma capire cosa significano esattamente queste nuove metriche e come sono diverse ti permetterà di monitorare meglio i tuoi dati pubblicitari su tutta la linea.

Se hai un'app di gioco che vuoi promuovere, o ti piace giocare con le app mobili, continua a leggere. In caso contrario, puoi andare avanti e saltare alla sezione successiva.

Facebook ha appena rilasciato nuovi modi per i marketer di gioco per connettersi con i potenziali giocatori.

Una delle nuove opzioni più interessanti (secondo me) è la possibilità di consentire agli utenti di testare il tuo gioco in un'anteprima in-app prima di scaricarlo.

Vedranno un rapido video che mostra il gioco e un prompt "Tocca per provare". "

Gli utenti saranno in grado di giocare il gioco il tempo sufficiente per essere in grado di essere agganciati, e tu potrai quindi inviarli all'app store per incoraggiarli a scaricare.

Se la tua app è pagata o ha un costo, far sì che gli utenti interessati a giocare prima di chiedere loro di scaricare sia efficace.

C'è anche un nuova funzionalità per l'ottimizzazione della conservazione (che uscirà più tardi quest'anno), che consentirà agli esperti di marketing di ottimizzare i propri annunci per gli utenti che hanno maggiori probabilità di essere a lungo termine, giocatori impegnati del gioco, compresi quelli che lo sono molto probabilmente per l'acquisto.

Quando uscirà, ti faremo sapere, perché essere in grado di indirizzare il pubblico giusto è tuttoe può aiutarti a trovare i membri del pubblico disposti a spendere per gli acquisti in-app.

Gli utenti mobili vedranno alcuni grandi cambiamenti in alcune parti dell'interfaccia. Ciò include una barra di navigazione appena ridisegnata, che mostrerà "scorciatoie" agli elementi a cui gli utenti accedono più frequentemente.

A seconda dell'utilizzo personale dell'applicazione, questo include aggiunte di scorciatoie al proprio profilo, richieste di amicizia, Gruppi, Watch o Marketplace. Questi si uniranno alle icone Feed, Notifica e Menu che sono già presenti.

Questo verrà distribuito agli utenti nelle prossime settimane se non lo sono già.

Ciò che conta di più, è quello Le pagine di Facebook hanno un nuovo aspetto per gli utenti mobili.

I consigli saranno più importanti in modo che gli utenti mobili (che sono in movimento e che hanno più bisogno di queste revisioni con urgenza) saranno in grado di accedervi immediatamente.

Sarà anche più facile per gli utenti interagire con queste attività, tra cui la prenotazione di appuntamenti o la visualizzazione di menu dalla pagina aziendale sull'app mobile.

Questo allinea con una nuova funzione "Locale", che consentirà agli utenti di esplorare le attività commerciali locali nell'area per vedere cosa cattura il loro sguardo

La nuova riprogettazione della pagina è significativa per le aziende.

Assicurati che i tuoi CTA siano ottimizzati per inviare gli utenti a strumenti che possano metterli in contatto con te rapidamente.

Dovresti anche fare uno sforzo per raccogliere più recensioni se non ne hai molti ora che sono più in vista, specialmente da allora possono darti un vantaggio negli elenchi "Locali".

Lo scorso maggio, Facebook ha imposto che tutte le app vengano sottoposte a un processo di revisione delle app entro il 1 ° agosto. Bene, il 1 ° agosto è passato, e Facebook in realtà ha tenuto la loro fine del patto.

Tutte le app che non sono state inviate per il processo di revisione sono state rimosse.

Ciò è stato fatto per aumentare la trasparenza e per assicurarsi che le app che avevano accesso ai dati degli utenti non la usassero in alcun modo che violasse i termini di servizio di Facebook.

Se non hai inviato la tua app per la revisione, non è troppo tardi per farlo; fallo ora.

La rimozione non ha interessato le app ancora in coda da rimuovere e ha archiviato il loro stato prima della scadenza del 1 ° agosto.

Vale anche la pena notare questo Facebook ha limitato la programmazione di terze parti dei post ai profili personali.

Questo è solo per personale profili, tuttavia; puoi comunque utilizzare app di pianificazione di terze parti come Hootsuite per pubblicare su pagine commerciali.

Ho sempre scherzato sul fatto che un giorno la Disney avrebbe dominato il mondo, ma forse sarà Facebook invece, almeno per quanto riguarda il mondo della comunicazione.

Il posto di lavoro di Facebook ha apportato molti cambiamenti nel mese scorso, rilasciando nuove funzionalità incentrate sul team building, la collaborazione e la personalizzazione in una sola volta.

I membri del team possono avere profili individuali su Workplace, che conterranno anniversari di lavoro, compleanni e dettagli personali approvati dall'amministratore, consentendo ai membri del team di conoscersi un po 'meglio.

C'è anche una nuova connessione one-click che consente ai membri del team di chattare velocemente tra loro, reso ancora più facile con la nuova funzione di ricerca di directory per trovare chiunque nel team di cui hai bisogno.

Workplace ha anche acquisito di recente Redkix, che è una startup di email Slack-competitor che ha unito calendario, messaggistica ed e-mail in un'unica app.

A lungo termine, potremmo vedere Workplace cercare di sostituire Slack come hub di comunicazione aziendale.

Facebook Stories sta testando un nuovo tipo di adesivo, che permetterà agli utenti di "toccare per reagire" durante la visualizzazione.

Questo è un altro modo per aumentare il coinvolgimento su Storie, che può darti un'idea più precisa di come gli utenti percepiscono e visualizzano i tuoi contenuti.

Dopo tutto, i tassi di coinvolgimento sono migliori delle semplici visualizzazioni, perché sai che gli utenti non stanno semplicemente assistendo alla Storia ma stanno prestando attenzione.

Ti faremo sapere più dettagli quando questo esce per tutti.

Vidpresso era una società di video sociale contenente 7 persone e tecnologia che rende i video live più interattivi su più piattaforme e Facebook ha recentemente acquisito il team e le persone (ma non la società attuale).

fonte

Lungo la strada abbiamo avuto molte false partenze. . . Alla fine siamo finalmente riusciti a creare trasmissioni di alta qualità sui social media, ma non abbiamo ancora realizzato la visione completa. Ecco perché ci stiamo unendo a Facebook "

scrive il team di Vidpresso.

Questo ci offre la migliore opportunità per accelerare la nostra visione e offrire un modo semplice per creatori, editori e emittenti di utilizzare i social media in video live ad un livello di alta qualità. . . Con l'adesione a Facebook, saremo in grado di offrire i nostri strumenti a un pubblico molto più ampio. Alla fine, ci permetterà di mettere questi strumenti nelle mani dei creatori, in modo che possano concentrarsi sui loro contenuti e farlo sembrare grandioso, senza spendere molto tempo o denaro per farlo.”

Le ultime righe dell'annuncio di Vidpresso fanno luce sulle intenzioni di Facebook.

Facebook Live è già un punto fermo per molte aziende, quindi avere un maggiore potenziale di interattività sarà uno sviluppo importante che potrebbe rendere più facile per i brand andare in diretta più spesso e aumentare i tassi di fidelizzazione degli spettatori mentre così facendo.

Questa acquisizione potrebbe dare a Facebook il vantaggio necessario per offrire la piattaforma video live più convincente, con una maggiore interattività come il polling su schermo, la grafica e altro ancora.

Vedremo.

Conclusione

Se la tua testa sta vacillando da questa lista, non ti preoccupare, sarà qui se devi tornare a controllarla!

È una lunga lista e ognuno di questi aggiornamenti può influenzare in qualche modo le aziende e i marchi, anche se piccoli.

Prendi nota di eventuali modifiche che devi apportare immediatamente (ad esempio controlla come le pagine della tua attività sono visualizzate su dispositivi mobili) e dai loro priorità per esaminarle prima se sono necessarie modifiche.

Cosa ne pensi? Di quale di questi nuovi aggiornamenti sei più entusiasta? Cosa vuoi vedere su Facebook? Condividi i tuoi pensieri e domande nei commenti qui sotto!

Questo mese, stiamo vedendo un gran numero di diverse nuove funzionalità che ci arrivano tutte in una volta.

Stiamo assistendo a piccole ma utili modifiche, ad esempio un crosspost per le funzionalità di Instagram e molto più grandi come il test degli annunci di realtà aumentata.

E ora iniziamo a scavare e, se ti sei perso qualche mese, puoi controllare anche i nostri aggiornamenti precedenti verso la fine del post.

Facebook ha recentemente rilasciato una nuova funzione Info & Ads per Pages.

Ciò consente a qualsiasi utente di visualizzare tutti gli annunci in cui la Pagina è attualmente in esecuzione, anche se non seguono quella Pagina o un membro del pubblico di destinazione dell'annuncio.

Questo aiuterà con la trasparenza e offre agli utenti la possibilità di vedere la storia generale di una pagina.

Di recente abbiamo discusso di questa nuova funzione (e di come utilizzare la nostra Galleria di annunci per aggirare i suoi limiti) in questo post, in modo da poter ottenere la ripartizione completa lì. (Torna al sommario di luglio)

Facebook ha recentemente rilasciato una nuova funzionalità che consente a Pages di incrociare post di immagini singole direttamente su Instagram.

tu dovere carica una singola immagine, altrimenti l'opzione di posta incrociata non sarà disponibile.

Questo è comodo e facile, che è sempre un buon vantaggio.

Detto questo, non dovresti affidarti esclusivamente a questa funzione per gestire entrambi i profili.

Tieni presente che Instagram e Facebook hanno serie diverse di best practice, tra cui l'utilizzo dell'hashtag e persino i potenziali picchi di utilizzo.

Se vuoi creare correttamente gli annunci di carosello o ritagliare le immagini per adattarle correttamente al tuo Instagram (o avere del testo diverso), dovrai caricare i contenuti separatamente. (Torna al sommario di luglio)

Alla F8 Developer Conference del 2018, Facebook ha annunciato che testeranno annunci di realtà aumentata in Messenger con marchi selezionati, e questa settimana hanno annunciato che qualcosa di simile potrebbe apparire nei feed degli utenti.

Saranno gli inserzionisti come Sephora, Michael Kors, Wayfair e Pottery Barn a testare questi annunci, e l'obiettivo è di distribuirli a più marchi durante l'anno.

Questi annunci attualmente consentono agli utenti di utilizzare la fotocamera in-app nativa di Facebook per vedere come i prodotti (come gli occhiali da sole o un determinato colore di rossetto) apparirebbero su se stessi.

La realtà aumentata (AR) ha un enorme potenziale di vendita.

Non richiede ai potenziali clienti di investire in tecnologie che molti non possono permettersi come fa la realtà virtuale.

E, come tutti sappiamo, le pubblicità dinamiche e coinvolgenti sono un ottimo modo per catturare l'attenzione degli utenti e coinvolgerli.

Questa capacità aggiunta a Facebook Ads renderà la piattaforma ancora più competitiva ed efficace, soprattutto dal momento che gli utenti non devono lasciare l'app per accedere alle funzionalità. (Torna al sommario di luglio)

Workplace for Good è una nuova versione gratuita di Workplace di Facebook creata appositamente per organizzazioni non profit e istituti scolastici.

Ciò aiuterà queste organizzazioni a comunicare e organizzare in modo più efficiente su Facebook. Sarà aperto a chiunque abbia un account Workplace e li aiuterà a creare e gestire le proprie comunità online.

Le caratteristiche includono:

• Videochiamate HD
• Messaggistica istantanea
• Integrazioni high-tech e condivisione di file
• Chatbots che possono aiutare a fare di tutto, dal libro paga degli accessi agli orari (Torna al sommario di luglio)

Le organizzazioni non profit hanno altre buone notizie, dal momento che Facebook ha recentemente lanciato nuove opzioni per la raccolta di fondi.

Dopo che RAICES (Centro per l'istruzione e i servizi legali per i rifugiati e gli immigrati) ha raccolto più di $ 20 milioni in soli 11 giorni, Facebook sapeva di dover offrire nuove capacità.

Ora, le pagine che rappresentano figure pubbliche o marchi possono ora donare direttamente a raccolte di fondi senza fini di lucro. Gli utenti possono anche effettuare donazioni mensili ricorrenti a una raccolta di fondi senza fini di lucro.

Ciò aumenterà le donazioni senza fini di lucro su tutta la piattaforma su piattaforma, il che potrebbe renderlo un'opzione più attraente rispetto ai siti di crowdsourcing. La prova sociale, dopo tutto, è una forza potente, e mostrare ai tuoi amici che sostieni una causa che dici di fare potrebbe essere un grande motivatore per ulteriori donazioni. (Torna al sommario di luglio)

Esiste ora una versione prototipo di uno strumento "Your Time on Facebook", che mostrerà agli utenti quanto tempo dedicano all'app per dispositivi mobili di Facebook.

Saranno in grado di vedere il tempo medio trascorso al giorno e il tempo totale trascorso nell'intervallo di 7 giorni. Inoltre, consente agli utenti di impostare un promemoria giornaliero che li avvisa quando hanno raggiunto un tempo prestabilito sull'app.

Questo sembra stranamente disinteressato per Facebook, ma è l'abbinamento delle iniziative di benessere digitale che abbiamo visto essere state pubblicate da YouTube e testate da Instagram.

Ti terremo aggiornato quando ne sapremo di più su questo. (Torna al sommario di luglio)

Oltre alla funzione di cui sopra, che potrebbe portare gli utenti a trascorrere meno tempo sulla piattaforma, Facebook ha rilasciato due funzionalità aggiuntive progettate per contribuire a ridurre l'esposizione a determinati aspetti della piattaforma.

Parola chiave Snoozing consentirà agli utenti di tenere fuori i loro feed post che contengono determinate parole chiave.

Questo è un enorme vantaggio per gli utenti, perché so che in passato ho usato strumenti di terze parti per mantenere alcuni contenuti politici fuori dai miei feed personali durante le elezioni.

Vorrei che fosse uscito prima del finale di stagione di Game of Thrones, che è stato rovinato per me quasi istantaneamente perché ora puoi anche nascondere parole chiave come "spoiler".

Quando fai clic sul menu a discesa di destra di un post, potrai scegliere "Posticipa parole chiave". Estraggono un elenco di parole chiave direttamente dall'est del post e puoi scegliere ciò che desideri nascondere per 30 giorni . Manterrà il contenuto fuori dal tuo feed e (si spera) fuori dalla tua vista.

Sembra che anche Facebook stia testando un nuovo pulsante di disattivazione dell'audio per le notifiche, che funzionerà come un pulsante Non disturbare.

Ciò potrebbe impedire agli utenti di essere risucchiati nell'app quando cercano di evitare l'app, rendendola meno invadente.

Questo potrebbe essere un gioco per incoraggiare gli utenti a mantenere l'app mobile e non a eliminarla, quindi potrebbe non essere completamente sacrificata da parte di Facebook.

Non ci sono conferme dei piani per estenderlo, ma terremo d'occhio questo.

Probabilmente queste funzionalità non influenzeranno molto le marche, ma se noti che alcuni tipi di messaggi contenenti determinate parole hanno una copertura inesistente, potresti decidere di attivarla nel caso in cui i follower stiano posando una determinata parola chiave.

Diventa creativo con i tuoi contenuti e la tua formulazione, e sarai a posto. (Torna al sommario di luglio)

Facebook sta attualmente testando un nuovo modello di gruppo di abbonamento a pagamento che darà agli amministratori la possibilità di creare sottogruppi di sottoscrittori che garantiscano l'accesso ai membri (e contenuti esclusivi) a un canone mensile.

I membri possono iscriversi e gestire gli abbonamenti a questi gruppi tramite l'app mobile e possono lasciare i gruppi in qualsiasi momento.

La possibilità di offrire contenuti esclusivi e a pagamento a determinati gruppi è un ottimo modo per monetizzare una community di Facebook attiva che hai creato.

Per esperienza, molti gruppi in cui mi trovo ne varrà la pena.

Detto questo, non si vuole rischiare di perdere una connessione con i clienti principali che sono felicemente fidanzati, ma potrebbero sentirsi traditi se si inizia a caricarli solo per l'appartenenza al gruppo.

È qualcosa che dovrà essere testato con attenzione.

Questo nuovo modello di gruppo viene testato da un piccolo numero di amministratori di gruppo, quindi non ci sono informazioni diffuse su come funzionerebbe o se molti utenti sarebbero disposti a pagare per l'accesso a determinati gruppi.

I gruppi di test non ricevono attualmente alcuna commissione da parte di Facebook, anche se ci sono delle commissioni di elaborazione dei pagamenti che l'amministratore dovrà pagare.

Sarà interessante vedere se questo rimane coerente nel tempo. (Torna al sommario di luglio)

Pensieri finali

Ora che abbiamo risolto molti dei problemi di sicurezza, torniamo a vedere nuove e interessanti funzioni innovative a piena velocità da Facebook.

Ognuno di questi cambiamenti potrebbe offrire nuove e significative funzionalità che potrebbero influenzare il modo in cui gli utenti e le aziende utilizzano la piattaforma, quindi tieni d'occhio i cambiamenti che ti arrivano … e quello che verrà dopo.

Cosa ne pensi? Di quale di questi nuovi aggiornamenti sei più entusiasta? Hai ancora accesso a qualcuno di loro? Condividi i tuoi pensieri, conoscenze e domande nei commenti qui sotto!

In questa edizione di giugno del nostro post sugli aggiornamenti di Facebook, discuteremo di tutti i nuovi cambiamenti avvenuti lo scorso mese.

Ciò comprende:

Esecuzione di nuovi requisiti di targeting per pubblico personalizzato

Facebook ha recentemente aggiunto nuovi requisiti per il targeting dei segmenti di pubblico personalizzati creati dai file dei clienti e, a partire dal 2 luglio, inizieranno a farli rispettare.

Agli inserzionisti sarà richiesto di specificare l'origine delle informazioni del loro pubblico ogni volta che caricano un nuovo file cliente.

Le opzioni che hai includeranno:

• Direttamente dai clienti
• Direttamente dai partner
• Una combinazione dei due

Ora, quando gli utenti fanno clic sul "perché visualizzo questo messaggio pubblicitario", verrà mostrato esattamente il motivo, incluso il modo in cui l'inserzionista ha ottenuto le proprie informazioni.

Ciò consentirà agli utenti di monitorare e contrassegnare meglio i marchi che non hanno effettivamente il permesso di utilizzare le loro informazioni:

Andando avanti, se le aziende condivideranno le informazioni sui clienti attraverso partnership, loro dovere stabilire una relazione di condivisione del pubblico attraverso il Business Manager e accettare i termini di pubblico personalizzato di Facebook.

Questo significa se la tua piccola impresa vuole assumere un'agenzia pubblicitaria per pubblicare le tue campagne per te e utilizzare segmenti di pubblico personalizzati dai tuoi elenchi di clienti, devi impostarla.

Oltre alla necessità di condividere le responsabilità del pubblico attraverso il Business Manager, Niente di tutto questo dovrebbe influenzare molto le aziende che stanno seguendo le regole del pubblico personalizzato di Facebook e che ottengono tali elenchi di clienti con metodi approvati da white hat.

Crollare sulle esperienze di shopping negative degli utenti

Anche con le restrizioni di Facebook in atto, è purtroppo ancora possibile per le aziende fare pubblicità sulla piattaforma e fornire un'esperienza meno che stellare per il cliente dopo l'acquisto. Forse i clienti non ottengono mai i prodotti o la loro qualità scadente o l'azienda ha un servizio clienti terribile.

Ora, gli utenti possono avere un po 'più di energia, e le costanti esperienze di acquisto negative dei clienti possono causare la chiusura di determinati annunci da parte di Facebook, limitare la copertura di un brand o vietare completamente il proprio account.

Facebook ha appena lanciato uno strumento di revisione eCommerce all'interno della dashboard Attività annunci recenti. Qui, gli utenti possono dare feedback sui prodotti che vengono pubblicizzati su Facebook. Facendo clic sul pulsante "Lascia feedback" agli utenti verrà chiesto di completare un breve questionario per dire a Facebook della loro esperienza.

Le risposte negative saranno condivise direttamente con gli inserzionisti, dando loro la possibilità di apportare modifiche se necessario.

Se Facebook continua a ricevere recensioni negative, l'account pubblicitario inaffidabile sarà a rischio.

Ecco la dichiarazione di Facebook:

Condividiamo feedback direttamente con le aziende che ricevono un elevato numero di feedback negativi e danno loro la possibilità di migliorare prima di intraprendere ulteriori azioni. Diamo alle aziende indicazioni su come migliorare la soddisfazione del cliente e soddisfare al meglio le aspettative dei clienti. Ciò potrebbe significare stabilire chiare aspettative sulla velocità di spedizione in anticipo o fornire maggiore trasparenza sulle politiche di restituzione. Se il feedback non migliorerà nel tempo, ridurremo la quantità di annunci che un'azienda può eseguire. Questo può continuare fino al punto di vietare l'inserzionista. Riteniamo che questo strumento fornirà alle persone maggiore fiducia nelle attività con cui interagiscono e aiuterà a rendere le aziende responsabili delle esperienze dei clienti che forniscono ".

Fonte Facebook

Tieni presente che quasi tutte le aziende avranno alcune recensioni negative ad un certo punto. Facebook non ti penalizzerà per un cliente infelice su mille. Se i modelli sono coerenti e i problemi flagranti non vengono risolti, tuttavia, è lì che ti trovi in ​​un mondo di dolore.

Test A / B per i post della pagina (distribuzione ora)

Nuovo hub centrale per ricordi

Facebook ha recentemente pubblicato una nuova sezione "Memories" sulla piattaforma, che descrive come

Un singolo luogo su Facebook per riflettere sui momenti che hai condiviso con familiari e amici, inclusi post e foto, amici che hai realizzato e importanti eventi della vita. "

Ora, tutti i post dei ricordi "in questo giorno" verranno consolidati in un unico posto per te, e questa è fondamentalmente una versione ampliata di quei post. You’ll be able to look back on the current day from the previous year (and all years prior) to see new friends made, interesting posts, or big life moments.

Monetization of the Marketplace

It was only a matter of time before Facebook worked to monetize its on-platform marketplace, which lets users post products, goods, and services with the hopes of selling them to other users. Selling was never processed through Facebook, only listed there, so their means of monetizing the marketplace is with new ads and boosted listings.

Ads can be created by anyone with an ad account. These ads will be a new placement option to show products and services to people while they’re actively shopping. The placement has been tested with select larger brands, and so far there’s evidence of increased purchase and year-over-year returns on ad spend, which is significant.

Within the next few weeks, audiences in select locations will be able to run these ads using the conversions, traffic, video views, reach, and product catalog objectives. These locations include the US, Canada, New Zealand, and Australia.

Audience Network Releases In-App Bidding

Facebook’s Audience Network is now going to support bidding for in-app advertising. This will allow ad networks to engage in bidding amongst themselves in real-time, competing for available ad impressions. This was done with the goal of increasing efficiency of app monetization and solving the problem of only 30 or 40 cents of every ad dollar going to the publisher. Previously the placement would go to the user with the highest average CPM instead of who was actually willing to pay the most for that specific placement.

Ad publishers and developers can now establish a more fair marketplace for their ad placements, which will ultimately be better for everyone involved. Publishers maximize the value of their ad content, and the advertisers who want the placement most will be more likely to get it. Since users want more free content with less ads, this is a great way to make that happen, benefiting everyone involved.

Expanded Tools for Non-Profits

One of the biggest tools that Facebook has given non-profits is their donation and charitable giving tools, allowing these organizations and causes to raise funds, support, and publicity through the platform.

Users can share causes important to them, and “donate their birthdays” to certain causes in order to leverage more donations for these organizations.

This alone was a valuable tool, but now non-profits are getting access to expanded features.

Personal user profiles and live broadcasters were given these capabilities last year, and now brands and public figure pages can promote and organize causes and fundraisers, too.

Non-profits can also create their own fundraisers for causes thanks to this extension, as most exist on Facebook as Pages.

Instagram-Style Polling Stickers

One of my favorite features on Instagram Stories is their polling ability, which allows you to ask users a question and provide them with two different answers. The answers can be “yes or no,” or more multiple choice like “hot or cold.” This feature is now available on Facebook through their Messenger Stories’ poll stickers.

Updates for Facebook Live: Crossposting

As a way of helping the community adopt and grow their Facebook Live strategies, Facebook has released 2 new feature for Live – Persistent Stream Keys and Live Crossposting.

While going Live is easier than ever, some problems still arise around the ability to share these posts on other pages you might manage.

So far, once you have ended your Live video on your page, you’d have to share it across all other pages manually.

If you only have one or two Facebook pages, this might not seem like too big of a problem. But if you’re a large business with multiple pages, you can see how this would be time-consuming and… a bit of a hassle.

With the new addition of Live Crossposting, all Pages can now easily publish a single Live broadcast across multiple Pages as an original post – meaning more Live viewers and a bigger potential audience.

Only broadcasts created via the Live API (Publisher Tools and facebook.com/live/create) are eligible for Live crossposting. Broadcasts originating from mobile cannot be Live crossposted.

Before you can start to Live crosspost you need to establish a crossposting relationship with another Page, and that Page will also be able to choose how your Page can crosspost their Live videos. Creating a crossposting relationship covers both VOD (video on demand) and Live broadcasts.

You can establish both Manual and Automatic Crossposting Relationships. In this second scenario, all of the Page’s broadcasts which enable Live crossposting will automatically publish on your Page. Facebook suggest selecting this option only for trusted Pages. Anyway, if you don’t want a specific crossposted Live broadcast to appear on your Page, you can delete it.

If you have an automatic Live crossposting relationship established with a Page and each broadcast has different targeting, Facebook suggests using manual crossposting. Both for Manual and Automatic Crossposting, you should edit the broadcast’s metadata as soon as the original broadcast automatically goes Live.

Expiration has no impact on crossposted broadcasts. If the original Live broadcast is deleted, all of the Live crossposts will also be deleted. If the broadcast is deleted after the Live broadcast has ended, only that specific broadcast is deleted. All other crossposted Live broadcasts including the original broadcast remain available for playback.

Updates for Facebook Live: Stream Keys and Rewind

The second part of this update is to Stream Keys (and it’s a tad more technical so, if you want, you can skip ahead to the next Facebook update!).

Before this update, Stream keys were random and meant that a new key had to be added each time you wanted to go into production.

Facebook has now released permanent keys, meaning the key can be sent in advance of a shoot, making it easier than ever to stream to your fans.

This means if you’re a publisher or creator that goes live regularly, you now only need to send one stream key to production teams, and because a Page’s stream key is permanent, it can be sent in advance of a shoot — making it easier to collaborate across teams and locations for live productions. Broadcasters can also save time by using the same stream key every time they start a new Live video.

Does this still sound obscure? Gaming creator Darkness429 (in the video), who goes live every weekday at the same hour, explains how using a persistent stream key has made this easier:

Streamers want to get their content out to their fans as quickly as possible without having to worry about going down a checklist of things to do, and with Facebook allowing streamers to have a persistent stream key, it gives the streamer the ability to quickly and effortlessly start streaming while also giving them less to worry about before starting their stream.” – Darkness429

Last but not least, Facebook is starting to test the ability for viewers to Rewind Live videos from Pages while they’re still live.

This is gonna be a true game-changer for some businesses. Read what CrossFit Games, one of the first beta tester,  said:

Video Retention Metric

It’s no secret that video is one of the best ways to grab a user’s attention on Facebook.

In an effort to help advertisers better track how their audience is interacting with their videos, Facebook has announced a new update on video retention metrics.

Soon Page admins will be able to access the following new metrics in their video retention graph:

• Followers vs Non-Followers: Breakdown of audience retention by people who follow your Page and people who don’t follow your Page.
• Audience Demographics: Breakdown of audience retention by gender.
• Zoom Chart: Zoom into the chart to get a closer look at the data, so you can better visualize the engagement throughout the video to see how key moments affected viewership.

The new chart will look like this:

Video Best Practices

In addition to the recent updates for Facebook Live and Video Retention Metrics, Facebook has also released an updated guide to video best practices and even included a few thought-provoking questions to ask yourself.

Among the recommendations, 3 seem to stand out and reconfirm Facebook’s ultimate goal of connecting people:

• Create content that is likely to drive discussion. Focus on content your audience will connect and engage with. While shorter, meme-related content can often see more shares, this content may not necessarily encourage deeper interaction among people around that content.
• Look closely at engagement around each video. Eyeball and evaluate the volume of reactions, shares, and conversations. You can also use tools like CrowdTangle to identify what’s working and what’s not.
• Encourage your social team to communicate directly with your audience. Respond to comments, ask your fans what they want to hear about, solicit feedback, and source topic ideas. Help your fans get to know you by introducing yourself directly.

Updates to Political and Issue Ads

On our last update, we mentioned the increased transparency on political ads, but another new update has come into view – this time around ‘Issue Ads’.

Axios has recently released a new list of issues which will have the same increased transparency requirements as political ads. This list includes:

• Abortion
• Budget
• Civil rights
• Crime
• Economy
• Education
• Energy
• Environment
• Foreign policy
• Government reform
• Guns
• Health
• Immigration
• Infrastructure
• Military
• Poverty
• Social security
• Taxes
• Terrorism
• Values

Any businesses planning to post political or issue ads (like the list above) will need to verify their identity via mail, in addition to disclosing who paid for the ad.

You can find the new verification requirements here.

Facebook has also finally released their newly updated format for political and issue ads.

In addition to mentioning the sponsor of the ad, they also prompt you to view other ads from that advertiser as well as their active times.

For those of you who are running these ads, the format will look like the above.

Facebook Publishes Enforcement Numbers

Post-Cambridge Analytica, Facebook has been overwhelmed by a negative media blitz, citing fake users and troll accounts and Zuckerberg’s inability to prevent these accounts from being created.

In response, Facebook has decided to publish their enforcement numbers for the first time. For example, take their numbers on fake accounts:

While the numbers for fake account removal are positive, it seems Facebook is still struggling with other nuanced user behavior, like hate speech:

All in all the changes being made are positive, but as you can see Facebook still has a long way to go before they can deem this project a success.

For full results, you can read their report here.

What does this mean for advertisers?

We can bet that as the algorithm continues to be improved that this will also start to affect ads in the same way.

Evidence of this can be found in the increased transparency and procedures around issue ads, engagement baiting, and the well-known Facebook banhammer.

If you have never taken the chance to read Facebook’s full Ad Policies, now is the time to do it to prevent your account from being disabled.

Conclusione

Big changes are on the horizon – both for Facebook as a company, and for us as advertisers.

With increased transparency around sensitive subjects, how Facebook reports on data, and hard questions raised around privacy we’re sure to see some more interesting news as the year continues.

As always, we’ll be here to help you digest every bit!

Facebook has made a lot of big changes lately, and it’s generated a ton of conversation and questions from both users and businesses on the platform wondering exactly what this will mean moving forward. The short answer: these changes are very good, even if they feel a little inconvenient while we adjust to them.

Ultimately, they’ll improve Facebook Ads for users and marketers alike, creating a win-win situation for everyone involved.

In this special edition to our Facebook Updates post, we’re going to be taking a look at the new “Facebook 2.0” and what it means not only for users but for the advertisers trying to connect with them. We’ll have some of our top experts weighing in on the potential impact and how to prepare for it.

To keep users’ information safe and secure, Facebook is changing the way advertisers can target their adverts. We are in full support of these changes because we believe they are critical to maintaining trust between advertisers and Facebook users.

Some of these changes will impact your Facebook advertising strategy, so our Facebook round up this month focuses just on the recent updates that affect marketers.

Note that these changes are actively happening and are a work in progress, as you can see from the infographic below, so we’re going off the information we have now. We will, of course, update you as we know more.

These are the big Facebook updates we’re going to go over that you need to know:

It’s not shocking that Facebook’s biggest concern right now is privacy with all the chaos happening. Now there will be new privacy protections extended to everyone, no matter where you live (which previously had affected certain privacy features).

Queste new protections and actions will include:

• Asking users to review how Facebook uses their data to display ads and giving them the option to opt out of targeting like partner categories or personal profile information like relationship status or political affiliation.

• Allowing users to turn off face recognition technology on Facebook

• Special protections for teenagers, which will include limiting ad categories that can be displayed to them
• Updated terms of service that correlates with the EU’s General Data Protection Regulation (GDPR)

Not sure what all this means? Here’s what our in-house expert Paul Fairbrother had to say:

GDPR is an important topic for marketers as it’s essential for advertisers to be compliant before it’s rolled out on 25th May 2018.
Although GDPR only covers the rights of European citizens it applies to companies worldwide if they have customers or prospects in Europe, therefore for a global platform like Facebook it’s good news that they are now compliant.
Most users will accept the current settings so it should be business as usual for advertisers. Giving users more control of their own data is a far better option than governments imposing restrictions on advertisers so the privacy check that Facebook is rolling out should be welcomed”.

Facebook is proving exactly how much they want to shut down data sharing that violates their policies by offering bounties to users who report data abuse.

They’re primarily looking for:

• instances where data that was “legally” obtained was then stolen, sold or misused
• 3rd party companies who are obtaining user data in a way that violates Facebook’s terms of service

They’re offering actual cash rewards if your information leads to significant impact. The actual reward will depend on how significant the lead was, but they’ve paid up to $40,000 for information that led to bug fixes in the past.

Want to learn more about the program? Check out their FAQ here.

Here’s Paul’s take:

Ever since Facebook has allowed ads to be targeted using custom audiences there has been a game of cat and mouse where unscrupulous advertisers have developed tools and apps to scrape user data and Facebook has been doing it’s best to shut these down. With the new changes Facebook will now be in the driving seat, this means that ethical advertisers will no longer be at a disadvantage to the spammers, creating a level playing field will help a majority of advertisers. As always, if users have trust in the ads they see this will increase the effectiveness of ads”.

One of the first announcements that came out regarding the privacy changes was that Facebook was putting a hold on app reviewing. This makes sense, since apps are an easy way for users’ information to be accessed without their full knowledge.

Moving forward, Facebook will be restricting data access to apps on Facebook. These changes include:

1. No longer allowing apps to view the guest lists or posts of events users attended or hosted.
2. All third-party apps will need approval from Facebook directly e a group admin before being able to access a group’s members list, and other information they could access like conversations is being kept off the table.
3. Apps will need Facebook approval before being able to access the Pages API, which allowed them to read posts or comments from any Page.
4. Facebook will need to directly approve all apps that request information like check-ins, likes, photos, posts, videos, events, and groups. They’ll also forbid apps from getting information like user religious or political affiliation.
5. Instagram’s API is being deprecated, taking a few steps back on the changes they’d recently made making it more accessible.
6. Search by email and phone numbers has been disabled: Until today, people could enter another person’s phone number or email address into Facebook search to help find them. However, malicious actors have also abused these features to scrape public profile information so Facebook has disabled this feature. They’re also making changes to account recovery to reduce the risk of scraping as well.
7. User call and text history will be limited, and Facebook confirmed it does not collect the content of messages and that logs older than one year are deleted.
8. Targeting through partner categories has been shut down.
9. Ease of app review is being put in place so that users can easily see which apps can access their information, and quickly remove those they don’t want.

Here are Paul’s thoughts regarding these changes:

This doesn’t affect advertisers but could have a large impact on third party apps used for Facebook and Instagram management (though their functionality for other platforms will remain intact) while we see where the chips fall“.

As part of this process, Facebook is also telling users if their information may have been improperly shared with Cambridge Analytica.

The messages Facebook is sending to people whose privacy could have been affected by the app “This Is Your Digital Life.”

In all of these changes, Facebook is directly addressing one of the biggest issues they’ve faced: the political controversy.

Now, they’re testing a feature that lets users see all of the ads a business is running on their Page, even if they’re not in the ad’s audience. This is designed to increase transparency.

This was meant to help protect users with political ads in particular, but it could end up applying to all ads and Pages, and here’s what Paul had to say:

This is already being tested in Canada where users can see all ads a page has run, not just political ads. Feedback so far has been minimal, it doesn’t seem to have had any major impact for either advertisers or users”.

Facebook is also requiring that individuals who manage pages with large follower count are verified by Facebook, making it much more difficult for people to use fake accounts to admin big Pages. This is designed to protect user identity and increase identity further, and yes, prevent election interference.

These features will still apply to non-political Pages, too, however, extending the protection to all users.

Here’s what  Rob Goldman, VP, Ads and Alex Himel, VP, Local & Pages wrote:

“People who manage Pages with large numbers of followers will need to be verified. Those who manage large Pages that do not clear the process will no longer be able to post. This will make it much harder for people to administer a Page using a fake account. We will also show you additional context about Pages to effectively assess their content. For example, you can see whether a Page has changed its name.”

Here’s our expert’s comment:

The important thing to note here is it’s the page admins not the page that needs to be verified. For legitimate advertisers this is a good move, the more trust there is in Facebook pages the more users are likely to trust and engage with Facebook advertisers. However, many companies use fake personal profiles as an easy way to administer company profiles.
As a priority it’s now time to use real profiles and instead use Business Manager to keep business and personal profiles separate”.

One of the biggest complaints users had about Facebook’s privacy settings was that they were too difficult to find. Unsurprisingly, Facebook has made changes to this, making it easier for users to find and adjust their privacy settings.

Il new Privacy Shortcuts menu is a menu where you can control your data in just a few taps, with clearer explanations of how our controls work.

The goal of Facebook was to create an experience is now explicit, more visual, and easy-to-find. Specifically, they’ve redesigned their entire mobile settings layout so that it’s simpler and faster for users to find what they’re looking for.

Instead of having the settings spread across 20 different screens, they’ll now be located all on one. There will also be a new privacy shortcuts menu, which will be highly visual and simple to navigate (as seen in the screenshot below).

This will include the ability to:

1. Control who sees your profile information
2. Make your account more secure, like adding two-step authentication
3. Review what you’ve shared in the past, and delete it if you choose
4. Control the ads you see by choosing what information Facebook can use to show you ads

Paul believes this is actually an excellent opportunity for advertisers.

This makes it easier for users to update their ad preferences. Although some users might opt out of advertising that is targeted using their data it’s just as likely that users will take the opportunity to tidy up their list of interests, this makes advertising more relevant for them and makes interest targeting more accurate for advertisers”.

The “Partner categories” targeting feature has previously allowed advertisers to use info obtained from third-party data companies to target users through Facebook Ads. Now, Facebook is shutting down partner categories.

If advertisers want to target certain users, they’ll have to use Facebook’s behavior targeting, interest targeting, or custom audience, with email addresses obtained “Facebook legally.”

Fortunately, most advertisers don’t use Partner Categories, so this won’t affect too many of our users. According to Paul, this likely won’t be too big of a deal for that exact reason.

Partner categories are not a key component of targeting for most advertisers, with lookalikes and interest targeting often providing better results. Data partners such as Experian and Acxiom are focused on the US market so outside of the US the effect of removing partner categories will be negligible”.

Facebook is taking big steps to protect users against misinformation that has a tendency to spread like wildfire on most social media platforms. Satire has been misinterpreted as fact, and unreliable sources can look like they’re credible.

Last year, Facebook tested a feature that gave users more knowledge about the publishers of the information they’re seeing, and now they’ll be rolling that out to everyone in the US.

People will be able to see that the Onion is a satire site, for example, so they quickly know not to take it too seriously. Users will also be able to see which of their friends have shared the article.

Facebook is also testing a new feature that will let users find out more information about an article’s author so they can evaluate the credibility of that exact article in addition to the publication.

People will be able to click the article’s author in Instant Articles to see what else they’ve written, giving users more context.

I was thrilled to see this news, and our expert agreed that this was good news.

Clickbait has been around on Facebook ever since the platform has allowed business pages and more recently this has evolved into fake news. Facebook have a fine line to tread as banning all fake news could be seen as censorship, that’s why they’d prefer to let the reader make their own judgement.
Previously this has been hard for users to do as checking various third party sites – especially on mobile – is time consuming so a solution within the newsfeed is welcome.
With Facebook looking to create a newsfeed with less sensational content this is a good time for advertisers to evaluate their style of ad creative.
Advertisers relying on clickbait style ads will find that their ads will look more and more dated and out of place in the newsfeed. Consider moving to a content first approach where useful information is given in the ad itself so that users can decide whether it’s worth clicking on to learn more”.

conclusioni

That’s a lot of information that we just dumped on you, and it’s easy to feel overwhelmed. Don’t worry, though, because Paul’s final thoughts on the changes are positive:

Facebook advertising doesn’t have a set price. Instead, the platform uses an auction for every ad served. Simply put, this means that if demand for advertising falls then ad prices also fall.  would attract more advertisers, and ad demand would quickly stabilize.
For every advertiser that decides to leave Facebook, another will see this as an opportunity to take their place”.

Last but not least:

The other conclusion from recent events is to move away from micro-targeting and instead build funnels. Cast a wide net at the top of the funnel, by starting with an audience of approximately 1 million people the CPM (cost per 1,000 impressions) is low and from this build custom audiences of engaged users to retarget.”

Cosa ne pensi? How do you feel about the latest changes? Which are you most excited about? Share your thoughts, knowledge, and questions in the comments below!

SalvareSalvare

SalvareSalvare

Just like Spring is nature’s way of saying, ‘Let’s party!’, today you’ll be partying with a bunch of Facebook updates that will make the spring sprung in your next Facebook ad campaigns!

For example, now you will be able to use richer and higher-quality 3D Posts, or you can take advantage of more sophisticated targeting options to make the most out of your campaign’s performance!

And there’s something special for women too.

International Woman’s Day is just behind us, and we want to celebrate it mentioning #SheMeansBusiness, a project started in 2016 that, on March 8th, launched Community Finder – a new way of bringing people (Women in this case) together using the power of social connections to create a powerful and future-oriented community.

Before seeing in detail this amazing project, here’s a summary of the Facebook updates we selected this month for you:

1. #SheMeansBusiness

2. 3D POST

3. Changes to Targeting Availability for ‘Interested In’

4. Trip Consideration to Reach Travelers

5. Warner Music Group and Facebook Team Up

6. The Major League Baseball goes on Facebook Watch

7. Helps to connect People and Local Businesses

And now let’s see them in detail!

In 2017, International Women’s Day was the #1 most talked-about moment of the year. It not only shared light on empowering women but also settled the stone for all the 2018 movements (that still continue without signs of slowing down). March 8th is the right day to celebrate women leading the way in their communities, #SheMeansBusiness among them.

It’s a program established by Facebook in 2016 to support women-owned businesses. This year they are launching Community Finder, a tool that will give female entrepreneurs the power to connect with their peers all around the globe and share questions, advice, resources, and support to help them grow their businesses.

You only need to choose the wished Country and the type of information you need (Business Advice, Financial Advice, Networking and Marketing Know-how) and the system would suggest you the right community to join!

Visit shemeansbusiness.fb.com for more information.

With their content popping off the screen 3D Posts bring the interaction with digital objects to the next level, leveraging users engagement.

With the newest Facebooks’ releases, richer and higher-quality 3D content can now be shared with Facebook supporting the industry-standard glTF 2.0 file format with 3D posts. With glTF 2.0 compliance comes support for textures, lighting, and realistic rendering techniques; this means shining, soft and detailed 3D posts to grab the user’s attention on the Social Media.
The new Graph API endpoints with 3D Post support enables developers to build seamless 3D sharing into any app making it easier for people to share interactive objects or scenes directly to Facebook with just a click. Using the new Open Graph tag, developers can enable 3D content from their website to automatically appear in 3D when shared on Facebook.

Let’s dig deeper and see how a 3D Post is created!

There are actually four ways to get a 3D asset that meets Facebook’s asset requirements to appear in a Facebook Post:

1. Create a 3D Post programmatically with Facebook’s;
2. Share a link to a web page that has Facebook’s Open Graph Sharing metadata tags;
3. Share a local asset on an Android device using Android’s native Sharing action;
4. Drag and drop your asset into Facebook’s Post composer and publish it;

If you are creating a 3D Post via drag and drop:

• Click within the composer window to make sure it has focus before dragging and dropping an asset into it. Once you drop your asset into the composer, it will take a few seconds to generate an interactive preview;
• Once you are able to see the preview you can create your Post;

If you’re testing and don’t want anyone to see your Post, you can set its visibility to “Only me” and change it to “Public” when you’re ready. Please make sure that you view the Post in your Feed using the mobile Facebook app to see how your asset renders on iOS and Android devices.

As some of you may have noticed, Facebook does not allow advertisers to ask for users’ gender preferences anymore (the “Interested In” field in Advanced Options). Facebook started last year removing the possibility only for European countries, while now they have removed “Interested in” targeting for everyone.

This choice applies directly all advertisers who use ‘Interested in Men’, ‘Interested in Women’, ‘Interested in Men and Women’, or ‘Interested in Unspecified’ while building up their targeting.

For all the new campaigns to be created after this change, the recommendation is to use ‘Relationship Status’ Interests for targeting. These campaigns can also leverage ‘Relationship Status’ Interest targeting as an alternative.

Existing campaigns using “Interested in” targeting will continue to run until their end date; however, these targeting options will no longer be available for new ad creation or duplication. Additionally, any existing campaigns using the “Interested in” campaigns that require editing, will have “Interested In” removed and will need to update their targeting.

How are those campaigns managed in AdEspresso?

Due to the change introduced, if you had used anything else other than “all” in the interested in section at Step 3 of campaign creation, your campaign would fail

What to do next? You should click on “Edit Campaign” and re-open the campaign that could not be published, and click on proceed until you get to the third step. From there, make sure that the “Interested in” section looks similar to this:

You also will need to confirm at the pop-up between step 3 and step 4 that you are not running a test on “Interested In”. This is what the pop-up will look like without Interested In selected for a split test:

Once you have fixed your campaign settings, you can proceed to publish your campaign successfully!

Facebook is full of ads showing travel destinations, but what if they could now be really addressed to people planning to travel but haven’t chosen their destination yet? This Facebook update is just about that!

Trip consideration helps travel advertisers reaching people who have expressed intent to travel but have not yet decided where to go. With trip consideration, you can showcase deals and popular destinations to encourage people to book their next vacation at a specific destination.

For example, let’s say a University student has shown interest in visiting Ireland on St. Patrick’s day -by browsing travel related pages- but has not yet settled on a specific location. Travel advertisers can now deliver ads promoting flight or hotel/hostel deals to inspire the student to book his or her trip.

The benefits this brand-new feature are countless, here just a few perks it gives you:

• Simplified setup (no catalog is required);
• Creative flexibility ;
• Optimization for intent;
• Enhance your existing audience (this feature can be combined with other audience targeting options);

The only requirement to use the trip consideration feature is having a pixel implemented (Not yet installed? Learn more here about setting up pixel for dynamic ads for travel hotels, flights, destinations).

Let’s see how we can set it up!

1. In Ads Manager select the Conversions objective.
2. At the ad set level, select Audience to define who you want to see your ads and select your Placements.
   Note: You can add audience targeting on top of campaigns that use this feature. When you use targeting, the targeting parameters act as an audience filter. After the targeting parameters (filters) have been applied on the audience, we will optimize for people who have travel intent within that audience.
3. Selezionare Budget & Schedule.
4. Underneath Optimization for Ad Delivery, choose how you want us to deliver ads to people based on what you’re trying to achieve. Select an option from the drop-down menu.
5. Toggle on the option to Prioritize delivery to people who plan to travel.
6. Continue filling out your Optimization & Delivery options.
7. At the Ad level, select your Identity, Format e Links.
   Note: We recommend using creative to showcase top travel deals, popular destinations/inspirational destinations, or brand-building creative.
8. Clic Review to see your selections or Confirm to place your ad.

Et voilà! You’re all set.

Facebook’s aim of connecting people around the world has been further developed and pushed beyond its borders this month through the partnership with Warner Music Group (WMG) announced on March, 9th 2018:

When Facebook and music come together, we have the power to bring people closer together. Music brings to life the happy, the sad, the throwback and the funny in all the moments and messages we share with friends. We are delighted to partner with Warner, its artists and songwriters, and welcome them to our platforms.” (Tamara Hrivnak, Head of Music Business Development and Partnerships, Facebook).

This partnership includes licensing agreements covering the music company’s recorded music and music publishing catalogs for use in social experiences such as videos and messages.

The deal paves the way for fans to create, upload and share videos with licensed music from their favorite artists and songwriters. Under the partnership, WMG and Facebook will continue to work together to develop new products that enable users to personalize their music experiences across Facebook, Messenger, Instagram, and Oculus.

Grouping with Warner Music Group, Facebook not only recognizes the value that music creates on social networks but it also empowers songwriters to reach audiences around the world.
Above “enhancing the user experience across Facebook, Instagram and Oculus, and enabling people to communicate and express themselves using the music they love.” (Ole Obermann, Chief Digital Officer, Warner Music Group), this partnership also bears positive and important implications for advertisers as it opens the chance to add Music to shared Memories and Moments.
The Major League Baseball goes on Facebook Watch
It’s not only Music that brings people together and creates Communities, but sport also plays a key role in the process. This is the exact reason why the second great deal to be celebrated at Menlo Park this month is the Major League Baseball streamed on Facebook Watch. With 1.4 billion active daily users, the world’s biggest social network is also still growing, in contrast with conventional TV networks that have been losing viewers and advertising. Facebook’s ad revenue last year totaled $40 billion. The deal marks the first time a major U.S. sports league has granted exclusive rights to Facebook. It’s also the biggest bucket of rights from a big league to go exclusively to a streaming-video platform.
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Image credits: Tim Bradbury / Getty ImagesIf passion and commitment through a shared aim are the best ingredients for a winning recipe, which better way than representing it through a sport? But far more than a mere metaphor “This partnership with Facebook reflects the ongoing commitment of Major League Baseball and our clubs to connect with people around the world,” (Tony Petitti, MLB’s deputy commissioner of business and media). This is the winning move pushing Facebook towards the future and leaving conventional TV Networks a step back.
Helps to connect People and Local Businesses
Bringing people together is given a brand-new shade this month with Facebook helping people not only to connect with friends and family but to find the job of their dreams. Since introducing job postings on Facebook in the US and Canada last year, they have built new features for businesses like the ability to create job posts on mobile, manage applications, and schedule interviews. Job-seekers can also set up job alerts for the type of roles they’re interested in.
Making people apply to jobs directly on the platform in more than 40 countries, Facebook becomes a central role-player in the Business field helping local businesses hire the right people on one side and bringing people closer to the job of their dreams on the other.
Let’s see how it works:
Job seeker: Finding a job is quick, easy and free. You can find jobs in the Jobs dashboard at facebook.com/jobs and the “Jobs” option in the “Explore” section on mobile, by clicking the Jobs icon in Marketplace, or visiting the Jobs tab of a business’ Page. When you’re ready to apply for a role, you can create an application, which will populate with job history and other information in your Facebook profile. You can edit your application before you submit it. Once you finish applying, a Messenger conversation will open with the business’ Page so you can have direct contact with the employer and confirm when your information has been received. Businesses will only be able to see information you provide them directly, and what’s available publicly on your Facebook profile. To stay on top of the type of job you’re interested in, you can also subscribe to alerts.

• Attività commerciale: Businesses can attract the right applicants and hire quickly, easily and affordably.
  Page admins can create job posts directly from their Page with details like job title, job type (full-time, intern, part-time), salary and more. Job posts will appear in multiple places on Facebook, including on a business’ Page, in the Jobs dashboard, in Marketplace, and in News Feed.
  Businesses can also manage their applications and communicate with applicants, including scheduling interviews and sending automated reminders, directly through Messenger.

… And that’s all for this month folks, see you in April!

We hope this has been interesting and would help you a lot in your Advertising strategy and if you would like to better improve it, check out also What Cats can teach you About Facebook Ads! Quick Recap:

As always, let us know if you notice any other change in your feed! See you next Month ?

The merging of Power editor and ads manager in a new Facebook Power Editor is probably the news that is directly affecting many of you, and we’ll cover it, along with the improvements to Page Insights, the so much awaited “downvote” button and, of course, Facebook Fourth Quarter reports and full year 2017 results.

If you want to take a look at what we did to make your Facebook advertising easier and improve your business results you can click here  (and give us a Like, please!).

If you are impatient to read what’s new on Facebook, just keep on reading. There are a lot of Facebook updates this month! Here’s a quick recap of what we selected:

Let’s dig in now.

All advertisers know the struggle of using two different tools at the same time, luckily enough, this is a situation that you won’t face ever again!

Power Editor and Ads Manager have been merged together and are now a thing! Let’s see what you will find in the new Ads Manager.

1. Default creation flow
2. Drafts
3. Rapporti

Here are the details.

1. Default creation flow

Some of you may be more used to the Power Editor creation workflow, while some others prefer the Ads Manager one instead.

Facebook will give you the possibility to choose between the two via the top right button:

“Quick creation” gives advertisers the freedom to set up the campaign, ad set and ad elements in any order.

Quick creation is a good choice for advanced advertisers familiar with Power Editor’s ad creation workflow.

“Guided creation” will guide you through all the steps of the flow.

Advertisers should choose this option if they are less familiar with all the components of Facebook advertising campaigns, or if they preferred the previous Ads Manager’s guided creation flow.

2. Drafts

One of the very useful features inside the Power Editor was the automatic save of drafts.

This feature has been brought into the new Ads Manager, where your work will be automatically saved when you’re creating a campaign/ad/adset.

You will be able to review and publish the elements you left as a draft at any time you wish!

3. Reports

Previously, Power Editor and Ads Manager offered different reporting capabilities. Advertisers would sometimes need to switch between tools to create their reports.

The new Ads Manager combines all the reporting features of Power Editor with breakdowns and summary rows, date benchmarks, exported insights reports and the ability to customize columns – all features that previously only existed in Ads Manager.

Now advertisers can create, view and manage their results in only one easy-to-use interface.

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After the changes made to the algorithm, you may have noticed a drop in the reach of your posts. This is not a “real” drop, so don’t panic!

Facebook is making two big updates to Page Insights to help businesses better understand how their Pages are performing.

1. Updating reach measurement to capture post views
2. Redesigning Page Insights for mobile

Here’s the details:

1. Updating reach measurement to capture post views:

Reach counts will now be based on viewable impressions.

On Pages, Facebook was previously defining reach as a person refreshing their News Feed and the post being placed in their feed. While for paid ads, they have moved to a stricter definition that only counts reach once the post enters the user’s screen (“viewable impressions”).

I think this change will definitely be helpful for us, since everyone, at least once, has been puzzled while seeing the big difference between organic and paid reach.

This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same. This will provide page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting. Since this is stricter reporting, some pages may see lower reach figures than before”.

So, this means that the way Facebook reports organic reach will change from February, 12th 2018, therefore you should expect those numbers to drop.

But the number of people who actually see and engage with your content should not change at all!

Facebook states it clearly in the same blog post that announced the update

This will provide Page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting.”

The goal of these updates is to make the insights businesses care most about more easily accessible. For example, a page owner can use the redesigned Page Insights to create a new post based off previous posts that have gained the most traction, or create new ad campaigns reaching people in their most engaged demographic. So far, page owners testing the redesign have found the updated Page Insights to be more valuable than the old version.”

2. Redesigning Page Insights for mobile:

It’s always critical for businesses to have simple and quick access to their Page reporting.

Facebook is redesigning Page Insights to make it easier for us to find the most important information at a glance on mobile directly.

With this redesign, Facebook will put the most used metrics at the top:

• General Page metrics, such as number of likes, reach and engagement;
• Results of actions recently taken, such as recent posts performance;
• Preview of new Page engagement such as demographic information on new followers;

The purpose of this change is to make those insights businesses care most about more accessible than before.

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For example, a Page admin can use the redesigned Page Insights to directly create a new content based on previous posts that have gained the most traction or create new ad campaigns reaching people in their most engaged demographic.

Facebook has a lot of information about us. Luckily, they work very hard to protect these data. And now they’re working even harder.

Waiting for the General Data Protection Regulation (GDPR) to become effective (as of 25 May 2018) Facebook, Instagram, Oculus, and WhatsApp, will take all the necessary steps to make sure that their products and services comply with the GDPR (a regulation that creates consistent data protection rules across the EU).

As Facebook recently announced:

At Facebook, preparations are well underway to ensure that our products and services comply with the GDPR. Besides being committed to transparency, control and accountability, we’re also expanding our Dublin-led data protection team to support these efforts, and will hire a Data Protection Officer.”

What will change for businesses owners?

Nothing! Businesses will keep on using Facebook services in the same way they do today, but just as they are responsible for compliance with the laws that apply to them today, companies are responsible for ensuring their own compliance with the GDPR.

Thus, there are some key instances, listed below, in which Facebook may serve as a data processor. In these cases, businesses are responsible for ensuring that data they share with FB complies with the GDPR.

1. Custom Audiences: When Facebook matches your CRM data to their user database and creates a Custom Audience for your advertising campaigns, Facebook is the data processor.
2. Measurement and analytics: Facebook processes data on your behalf in order to measure the performance and reach of your ad campaigns and provides insights about the people who use your services, and report back to you.
3. Workplace: Workplace allows you to collaborate with your colleagues using Facebook’s tools. Facebook, in this case as well, processes personal data in order to provide this service to you.

Oh, if you think that you’re not involved because your company is not based in the EU, you’re wrong. The GDPR applies to companies based in the EU as well as companies around the world who provide or offer goods or services, and who process data from or about, people in the EU.

We already talked about the changes that are being made to the News Feed in our blog last month, but that wasn’t all.

In a recent post, Zuckerberg remarked the importance of displaying topics that have a direct impact on users and their community and discover what’s happening in their local areas.

This change of focus on local news is taking effect in the US, and Facebook is planning to expand it to more countries this year.

Just a quick reminder: you can always choose the news sources, including local or national publications, that you want to see at the top of your feed with the See First feature.

Alex Hardiman, Head of News Product and Campbell Brown, Head of News Partnerships at Facebook, explain how local publishers are identified:

We identify local publishers as those whose links are clicked on by readers in a tight geographic area. If a story is from a publisher in your area, and you either follow the publisher’s Page or your friend shares a story from that outlet, it might show up higher in News Feed.”

This infographic will make it crystal clear:

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