Despite our best efforts, sometimes major players like Google and Facebook change the rules on us and cause us to back up and reassess our efforts. The good news for you is that we’re here to help make sure you have access to the news you need to know as you make changes to your content strategy. Take a quick look at the top five things you need to know this week.
Your Facebook engagement probably stunk in 2018. Here’s what to expect in 2019.
Everybody knows that 2018 was a tumultuous year for Facebook, as well as for the publishers and content developers who rely on the platform to share messages. But 2018 is over, so what should you expect this year? Your answer may depend on who you ask and what you plan to do about your current Facebook strategy.
In a January 8 Facebook post, CEO Mark Zuckerberg stated what he intended to do to fix Facebook’s problems, starting with having an open dialogue about the problems:
“My challenge for 2019 is to host a series of public discussions about the future of technology in society — the opportunities, the challenges, the hopes, and the anxieties. Every few weeks I’ll talk with leaders, experts, and people in our community from different fields and I’ll try different formats to keep it interesting. These will all be public, either on my Facebook or Instagram pages or on other media.”
It remains to be seen what will stem from these discussions, but listening to people is a good start. Of course, Zuckerberg may not believe Facebook’s problems are as insurmountable as some others do. One of the reasons for his optimism might be because of a recent study that found that 9 out of 10 disruptor brands “thrive on Facebook.”
A fair word of warning: Facebook commissioned this study. Still, if the study is to be believed, perhaps some of your Facebook woes can be attributed to you not being innovative enough in your operations. The study found that 72 percent of disruptive brands reported growth that either was consistent or saw growth. Additionally, nearly 90 percent of those surveyed said Facebook was an effective tool in helping them reach customers.
Adjusting video strategy
Another study (this time not commissioned by Facebook) found there are a couple key factors that brands and individuals should focus on when attempting to create compelling videos. The factors? Your ability to inspire people and to make them laugh.
In an analysis of the 500 most popular posts on Facebook in 2018, BuzzSumo and Buffer found that more than 4 out of every 5 top posts were videos. The companies reported that videos saw an average of nearly 60 percent more engagement per post than other kinds of posts.
Of the top Facebook 500 posts, the “love” and “haha” reactions accounted for more than 80 percent of reactions, indicating that the content that helps people feel emotions drives engagement. About 18 percent of the year’s top posts were images, and links made up just 0.2 percent of the top posts on the platform in 2018.
Of course, most of us can’t (and shouldn’t) create content with the expectation it will go viral, but if the report of the top 500 posts teaches us anything, it is that content developers need to share content that makes people “feel” if you have any hope of making a dent in your intended audience’s news feed in 2019.
Starting July 9, 2019, Google will officially start blocking “annoying” ads, according to standards developed by the Coalition for Better Ads. The coalition has identified 12 “annoying” ads—including pop-ups, autoplay video ads with sound, full-screen scroll over ads, and flashing animated ads.
Quora now allows advertisers to retarget users who have visited specific question pages. Advertisers can specify the time frame of a user’s visit, then retarget visitors of specific question pages. The retargeted ads can run across the site.
Twitter is looking to make changes to get it back to being a real-time messaging player. “What if Twitter went back to its roots as an SMS service and actually worked more like chat?” Twitter VP of product of Keith Coleman asked attendees at Consumer Electronics Show in Las Vegas last week.
Instagram is rolling out the functionality to account managers to be able to publish content to more than one account at a time. The “post to other accounts” option is already available for iOS users who are logged in to multiple accounts.