Facebook, Facebook, and more updates from Facebook are making way into this week’s social scoop! For advertisers, Facebook will be eliminating some of their “unnecessary’ ad metrics and making them clearer to better help advertisers and their clients. Voice status updates are in the works for Facebook, as well, showing the power of voice in 2018. Instagram has also been testing out a calling feature that will challenge Snapchat’s already-in-place calling and video-calling feature. Lastly, YouTube has been expanding their live stream capabilities, allowing for a more user-friendly experience. Learn more about these updates in the social sphere below!
Facebook To Make Ad Metrics Clearer
- As of February 22, Facebook is making their ad metrics clearer by introducing new labels on select metrics to show how they are calculated. They are also deleting about 20 ad metrics to remove redundant measures and focus on ones that will be more meaningful to advertisers. As a third update to the ad platform, Facebook is implementing a new program called “Measure What Matters” in March. It will have two paths- one focused for brand objective advertisers and one for advertisers with direct response objectives. These paths will be useful when wanting to learn more about Facebook’s ad measurements.
- What this means for advertisers: Facebook is taking steps to incorporate advertiser feedback and improve transparency with their metrics updates after the company admitted a series of measurement problems. The new labels will provide more clarity on the measurement process, giving advertisers more background to counsel their clients on best practices, as well as explain campaign performance in a clearer way. Facebook is also streamlining metrics reporting with the removal of outdated or redundant metrics. Though the removal of these metrics may be of concern for some advertisers if they frequently use them, Facebook has provided a helpful list of alternatives.
Voice Clips as a Status Option Being Tested by Facebook
- Facebook has begun to test voice clip status updates as a new option for status sharing. This easy-to-use feature is currently being tested out by a small group percentage of users in India. Facebook confirmed the test by saying, “We’re always working to help people share and connect with their friends and family on Facebook in ways that are authentic to them. Voice Clips gives people a new medium through which to express themselves.” Adding in voice clips will alleviate the need to type in different languages, which can sometimes be more of a hassle than speaking them.
- What this means for advertisers: Facebook is entering the voice-activation game with these hands-free status updates. With the implementation of a voice status update, content will be more personal, which could be a new platform for opinion leaders, CEOs, and influencers. eMarketer notes that “spoken queries” and voice-enabled technologies are on the rise, especially among millennials. This new status update format is another tool to use communicate effectively on Facebook, especially to the millennial audience.
(via Social Media Today)
Instagram to Add Voice & Video Calls
- A new video calling and voice feature could be coming your way on Instagram in the coming months. Now that more than 375 million people are using Instagram DMs each month to communicate, the platform wants to further enhance connections through the app. By adding in more advanced video calling and calling capabilities all around, Instagram will continue to put pressure on Snapchat – which already has video calling with audio notes.
- What this means for advertisers: Even though calling feature would be primarily used between friends, it could still be beneficial for advertisers to keep up with this trend to further engage on a personal level with the millennial population. For example, it could be used as a customer service tool to show a walkthrough of a product. Finally, this update provides yet another way to keep users within the app.
(via Social Media Today)
- Since their live-stream option was improved in 2016, YouTube has been working to evolve their capabilities. New live-stream features have been announced, such as the capability to watch live replays and replays of the chat as it happened alongside the. They have also improved their captions/subtitles feature and made them automatic, which will provide YouTubers with a “quick and inexpensive” way for users to expand the reach of their video. Lastly, they have implemented a geo-tag feature to aid in live-stream discovery. Creators can add a location tag to their videos, and users can click on the location to find other videos in that area.
- What this means for advertisers: As YouTube expands and improves their livestream capabilities, advertisers have more options to optimize their videos and connect to a broader audience. The replay feature is critical for reaching and engaging those who are unable to attend the live video. The added capability of automatic captions can also expand reach to larger audiences: automatic English or Spanish captions saves transcribing time. Finally, geo-tagging can help organize videos and connect them to a larger conversation; for example, during medical meetings.
(Social Media Today)