Advertising on Facebook? Get Ready for Tough Sledding Ahead

Advertising on Facebook? Get Ready for Tough Sledding Ahead

Social media

Facebook has quickly changed from the brand that could do no wrong to the business that spreads fake news. Mark Zuckerberg’s announcement that the company is de-valuing publisher content on users’ news feeds caused a notable drop in its stock value and inspired a CNN article with a once unthinkable headline, “Mark Zuckerberg Is Fighting to Save Facebook.” Facebook isn’t going away. But with the recent admission by former Facebook executives that the social media platform was designed to get its users addicted and that it is ripping apart the social fabric of how society works, 2018 might be the year we see a significant decline in active users.

Although industry analysts have been predicting a reduction in Facebook users for the past few years, the fact that ex-Facebook executives are admitting guilt over the monster they’ve created might finally be the wakeup call that many social media users have been waiting for. If Facebook usage does suffer a significant decline, it’s fair to expect that marketers will also see diminished performance from their Facebook ads. Many advertisers use the Facebook advertising platform as a brand awareness tactic, paying advertising fees based on the number of times an ad is shown versus the number of times someone interacts with an ad. “Reach” (the number of people who saw an ad) is a metric commonly monitored by advertisers, and when the pool of potential audience members declines, so does the effectiveness of their branding efforts.

The most obvious expected drop-off would be among younger members as parents may begin to heed the addiction warning and implement usage restrictions for their children. Currently, advertisers cannot specifically target people under the age of 13 — so there should be minimal effect on paid ad performance if Facebook sees a decline in users age 12 and under.  However, if parents or older siblings start following suit (perhaps by means of setting an example or simply choosing to spend their time elsewhere) the impact could be significant to marketers who have become accustomed to reaching millions of people.

As the Facebook audience narrows, marketers may need to adjust their strategy and opt for conversion-based campaigns versus brand awareness. Measuring the overall effectiveness of a brand awareness campaign is difficult to quantify. But as advertisers start tracking actual results from their conversion campaigns, they may find the cost far outweighs the return and may choose to pull back on their overall Facebook investment.

My advice: keep a watchful eye on Facebook as an advertising platform. Take advantage of the tools we have blogged about (such as Collection ads), but make sure you complement your advertising spend across multiple platforms where it makes sense for your business to be, ranging from Google to Instagram. Get ready for tough sledding on Facebook. For more insight into how to build your brand with digital, contact Keyword First. We’re here to help.

Brands, Get Ready for Video on LinkedIn

Brands, Get Ready for Video on LinkedIn

Marketing

Organic video for company pages is coming to LinkedIn. It’s only a matter of time. Businesses need to be ready to capitalize on the opportunity.

Video content is already a major way businesses and people communicate on the internet. According to Kleiner Perkins, video accounts for 74 percent of all Web traffic, and 55 percent of people watch video every day according to MWP. In 2017, LinkedIn started to catch up to other social platforms that have become more accommodating to video content when the company made it possible for users to create personal videos on its mobile app.

For LinkedIn, the introduction of video meant that its users could create more engaging stories about themselves, especially in a business setting. For example, in a blog post about LinkedIn video, LinkedIn cited the example of the president of an equipment company using video to demonstrate how her company’s forklifts operate.

Since then, LinkedIn has indicated to KeywordFirst that the company plans to bring native sponsored videos in the feed as part of its 2018 advertising plans. The timing could not be better. On January 11, Facebook announced the company will downgrade content from publishers in users’ news feeds. This move will pressure more publishers to look to other platforms such as LinkedIn to engage people with their content.

Businesses should prepare for video coming to your LinkedIn pages. For example, if you post video regularly on other platforms, create a strategy for cross-posting content on LinkedIn. You might want to start by testing different types of video to see what kind of content creates more engagement on LinkedIn versus Facebook or Instagram although these days the content between Facebook and LinkedIn is converging. LinkedIn used to be a platform for people to post business-related content, but more and more users are posting personal stories that would appear on the surface to be more suitable for Facebook. Businesses that rely on employee ambassadors to humanize their brands with more personal content might find LinkedIn to be an attractive destination for video content.

It also makes sense to earmark a larger LinkedIn advertising budget. LinkedIn will certainly incorporate video into its advertising products to monetize video and create more engagement for brands. Especially with Facebook becoming less friendly to brands, LinkedIn looks more attractive.

As I mentioned in a recent KeywordFirst blog post predicting 2018 trends, LinkedIn is becoming a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. Recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. Businesses should already be taking a closer look at LinkedIn as part of their advertising and content marketing strategies – and make sure you include video.

For more insight into how to build your brand across the digital world, contact KeywordFirst. We’re here to help.

Image source: https://pixabay.com/en/video-camera-optics-photography-2562034/

Social Media Remains a Messy Place for Brands to Live

Social Media Remains a Messy Place for Brands to Live

Social media

Let’s face it: YouTube will never be free of controversy. Neither will Facebook. Or Twitter. Or even LinkedIn. Social media is, and will always be, a messy and imperfect place for brands to live. The major platforms such as Facebook, Twitter, and YouTube continue to roll out more programs to police user activity on their sites in an effort to protect their integrity for advertisers. Recently we saw YouTube do just that by committing to hiring more people to teach computers to police its site, which YouTube hopes will prevent advertisers’ content from appearing next to inappropriate content.

But despite these efforts, we also continue to see signs of how ugly and messy social media can be. The latest reminder is the controversy surrounding the filming of a suicide victim by YouTube personality Logan Paul. Not only was the action itself alarming, but so were the reactions of others on social media, who created a cycle of content that extended the story and sensationalized the news. In addition, the incident drew attention to how difficult it is for YouTube to police its own content.

Of course, YouTube, Facebook, and Twitter (the lightning rods for social media critics) need to do everything they can to make their platforms as respectable and safe as possible. But as my colleague Tim Colucci argued recently, YouTube’s ad problems aren’t going away, and neither are Facebook’s and Twitter’s. If you advertise on social media, understand the appeal of social media will always be its openness. On social media, anyone can have an opinion, which means that fringe content will always creep its way on to the major platforms no matter how hard Facebook, Twitter, and YouTube work to contain offensive material.

In 2018, advertisers will need to come to terms with the imperfect nature of social while capitalizing on its many advantages, of which there are many. Let’s remember:

  • Facebook continues to roll out products that make it possible for advertisers to target audiences more effectively than ever before.
  • Twitter remains a strong platform for companies to announce news and support product roll-outs.
  • YouTube continues to be the premier video platform and search tool.

The question, is, how much imperfection and messiness are advertisers willing to accept? The answer depends on how tightly you control your brand’s image. Command-and-control brands will always have a difficult time living on social media. Brands that are comfortable rolling with the punches will flourish. What’s your strategy? Contact KeywordFirst. We can help you manage your digital brand.

Image source: https://pixabay.com/en/film-filmstrip-you-tube-you-tube-589491/

KeywordFirst Predicts 6 Digital Marketing Trends to Watch in 2018

KeywordFirst Predicts 6 Digital Marketing Trends to Watch in 2018

Marketing

What trends will influence how businesses spend their digital marketing dollars in 2018? To find the answers, we asked our own people. The following six predictions from KeywordFirst employees cover a lot of ground befitting the sprawling nature of digital marketing. Our predictions include:

  • A big year for augmented reality – for both brands and consumers.
  • Possibly rough sailing ahead for Facebook, but exciting times for LinkedIn.
  • A more thoughtful approach to influencer marketing.
  • Growth of visual search.

Check out the following predictions, and let us know how you believe 2018 will shape up for your business. Thank you to KeywordFirst employees for sharing your thoughts! Learn more about our subject matter experts here.

Augmented Reality

In 2018 the use of Augmented Reality will become an increasingly popular tool used to engage shoppers. Online shoppers sometimes miss out on the in-store experience when searching for a product or service through the web. The use of AR will help create this virtual experience for online shoppers; in return it will increase engagement rates, brand awareness, and hopefully conversions. While the technology to effectively use AR will still be developing well into 2018, I predict that many companies will begin to incorporate these features into their brand awareness and digital marketing strategy. —Bella Schneider, digital marketing associate

Facebook

With the recent admission by former Facebook executives that the social media platform was designed to get its users addicted and that it is ripping apart the social fabric of how society works, 2018 might be the year we see a significant decline in active users. Although industry analysts have been predicting a reduction in Facebook users for the past few years, the fact that ex-Facebook executives are admitting guilt over the monster they’ve created might finally be the wakeup call that many social media users have been waiting for. If Facebook usage does suffer a significant decline, it’s fair to expect that marketers will also see diminished performance from their Facebook ads. Many advertisers use the Facebook advertising platform as a brand awareness tactic, paying advertising fees based on the number of times an ad is shown versus the number of times someone interacts with an ad. In 2018, advertisers will need to keep a watchful eye on Facebook as an advertising platform. — Beth Bauch, senior manager

Influencer Outreach

Celebrity influencer outreach took a major hit in 2017 through some dubious events such as the collapse of the Fyre Festival, which relied on influencer outreach to lure tourists to a disastrous event. But influencer outreach is alive and well. Why? Because people tend to trust other people more than they do brands. Businesses will get more micro-targeted with influencer outreach in 2018, segmenting audiences more carefully and building outreach around influencers who index high in popularity and credibility with those audiences even if those influencers lack national cache. Influencer outreach will become more targeted and scientific. — Mark Smith, co-founder

LinkedIn

LinkedIn will become a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. As my colleague Beth Bauch noted on our blog, recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. In early 2018, LinkedIn is going to launch for enterprises organic videos and then native sponsored videos in its feed, thus capitalizing on the more visually oriented culture we have become. Businesses should take a closer look at LinkedIn as part of their advertising and content marketing strategies. —Taylor Murphy, digital media manager

Social Media

Social media will remain a messy and imperfect place for brands to live. The major platforms such as Facebook, Twitter, and YouTube will roll out more programs to police user activity on their sites in an effort to protect their integrity for advertisers. Recently we saw YouTube do just that by committing to hiring more people to teach computers to police its site, which YouTube hopes will prevent advertisers’ content from appearing next to inappropriate content. But as my colleague Tim Colucci argued recently, YouTube’s ad problems aren’t going away. Social media sites have become incredibly effective destinations for advertisers and will continue to be. But part of the appeal of social media is its openness. On social media, anyone can have an opinion. In 2018, advertisers will need to come to terms with the imperfect nature of social while capitalizing on its many advantages.  — Kurt Anagnostopolous, owner/founder

 Visual Search

As voice-based search continues to gain momentum, 2018 will bring more interest onto visual search. Although they both use artificial intelligence, they have a different focus, thus their use is not the same. Voice search is best suited for providing access to information on known objects, as systems become more capable distinguishing the context of a certain request. Visual search, on the other hand, is ideal for in-the-moment discovery, as it can provide contextual information for any object we can see. Now that Google has improved its visual analysis software Google Lens, and Pinterest has adopted the trend with Pinterest Lens, we’ll most likely see more social media platforms like Snapchat and Instagram exploiting visual discovery technology. In this way, they could serve ads based on what people take pictures of. They could even combine location service intelligence with visual product recognition technology to provide even more relevant ads. So if you snap a selfie at McDonalds, and you are wearing a Nike hat, you will be served ads from Burger King and Reebok on Snapchat. —Héctor Ariza, digital marketing associate

Image source: ancient-code.com

What the Instagram Hashtag Update Means to Brands

What the Instagram Hashtag Update Means to Brands

Marketing

Instagram recently announced that users can follow hashtags, similar to following a friend. Once a user follows a hashtag, Instagram will use an algorithm to generate a selection of top posts displaying that hashtag within the user’s main feed. The algorithm is said to be based on factors such as recency and quality. Plus, users will be able to flag irrelevant or inappropriate content that appears for a hashtag. Giving Instagram users the ability to customize the type of content that appears within their feed will help users discover new posts and accounts that fit their interests and passions. The new functionality will also help businesses increase brand recognition, enhance their social listening, and, down the road, possibly a new ad targeting option. Here are recommendations for brands:

Increase Brand Recognition

Brands should have a brand hashtag and use it consistently, whether it’s the brand name, slogan, or product. Doing so gives brands the opportunity to be discovered by new followers or current customers that were not following before.

A word of caution: companies should be careful not to hijack hashtags or overplay their hand in an attempt to build brand awareness. Inevitably, Instagram users will add trendy or broad hashtags to their posts in order to draw attention and increase followers even though the hashtags are irreverent to their content or business. Don’t be one of those users. Following hashtags is supposed to allow Instagram users to discover accounts that align with their interests. So it’s important that companies use hashtags within their posts that align only with their brand, content, and products.

Enhance Social Listening

Companies should also take advantage of following hashtags, whether it’s their brand hashtag or other popular industry hashtags.

Following your own company hashtag will enhance your brand’s social listening strategy. You can learn what users are saying about your brand or products even when they don’t tag you within the post.

One way to get started is to create a list of hashtags that are popular in your industry. For example, if you sell a pet product or service, you should consider following #dogsofinstagram or #catvideos to stay up to date on trending posts and topics.

Marketers can also gain insight on their brand loyalists and what they are interested in or passionate about by exploring the type of hashtags your followers follow. Doing so gives brands the opportunity to take these learnings to create new posts, products, and marketing strategies that resonate with customers’ interests, hobbies, and emotions.

Advertising – Possibly New Targeting Option?

The ability to follow hashtags makes Instagram evolve from a social network to an interest network. When Instagram announced this new feature, the app did not mention rolling it out to advertisers as interest targeting – but the possibility exists in the future. Instagram could allow advertisers to target a person following a given hashtag or charge companies to show a relevant sponsored post on a hashtag’s page. Whether or not this new feature will bring in more targeting options for advertisers, it will definitely increase users’ time spent on the platform. So take advantage of testing out ads on Instagram while engagement is up.

For more insight into integrating Instagram into your marketing strategy, contact KeywordFirst. We’re here to help.

New Research Report Ranks KeywordFirst a Leader for Pay-Per-Click Advertising

New Research Report Ranks KeywordFirst a Leader for Pay-Per-Click Advertising

Marketing

Normally we don’t talk about ourselves on our blog. But today is an exception.

I am pleased to announce that an independent report from Clutch has named KeywordFirst a market leader for pay-per-click (PPC) advertising – the second year in a row we have earned this distinction.

Clutch, a business-to-business research firm, evaluated and ranked global digital marketing agencies using a proprietary research methodology that incorporated factors ranging from the agency’s market presence to client reviews. The reviews covered agency attributes such as quality of work performed and project management skills. KeywordFirst was ranked one of 15 leaders in the Clutch digital agency matrix.

The year 2017 has been one of expansion for KeywordFirst. We’ve built upon our core offerings to provide services in areas such as content marketing and social media. Our evolution into broader forms of digital marketing was reflected in a June Clutch report that named us one of the leading all-around digital marketing agencies when compared to other Chicago-based firms.

The PPC report is special. It’s a ranking of agencies on a broader geographic scale, and it evaluates what has always been our bread-and-butter offering: performance media. I’m especially pleased that Clutch notes the enthusiasm of our clients. One client told Clutch, “It’s been nice to know that we can have a partner that will adapt to us and not charge extra for every little item” – which affirms our belief that the most effective client relationships are partnerships.

You can read more client input here. And here is a link to the entire report.

I’d like to give a shout-out to our clients and the hard-working KeywordFirst employees who partner with them. Happy holidays, and here’s to delivering more value in 2018!

How Facebook Collection Ads Deliver Value to Brands

How Facebook Collection Ads Deliver Value to Brands

Marketing

According to Facebook, consumers scroll through mobile news feeds 41-percent faster than desktop news feeds, which gives brands 1.7 seconds to get users’ attention on mobile. Consequently, it’s getting more difficult for businesses to engage with consumers. The recently launched Facebook Collection ad format promises to level the playing field by giving brands higher engagement rates, and a more meaningful, faster-loading user experience within the Facebook mobile app. Now that Collection has been in market, retail brands like Lowe’s Home Improvement, Adidas, and Michael Kors have reported successful applications of the format. Here’s what you need to know about Collection ads:

What Are Collection Ads, and How Do They Work?

Collection ads let brands use a combination of image, slideshow, and video to engage with consumers by allowing them to browse through the product catalog to discover new products and their features. Served exclusively on mobile devices, Collection ads appear in the news feed showing a main video or image and four thumbnails right below it. This format is very similar to an organic post with tagged products. However, a single tap on any of the pictures or video triggers a canvas, which is a full-screen experience where many more products are exhibited.

Marketers can use Collections to advertise and to encourage eCommerce. When it comes to selling actual products, there are two options:

  • The grid layout, which can show up to 50 products from their catalog.
  • The lifestyle layout, which lets users see the products in action.

The lifestyle layout provides the ability to tag products in the lifestyle images, which appear as clickable circles that viewers can interact with to see a specific product. From there, users can be taken to the company’s website or app to seamlessly complete a transaction.

Why Should Brands Use Collection Ads?

Collection ads offer an immersive way to boost brand awareness and promote product discovery on Facebook. Brands can expect not only higher engagement rates, but also lower cost per clicks and higher conversion rates. In addition to helping retailers, Collection ads  have the potential to yield outstanding results for hospitality and aviation. If you are looking to leverage your brand’s presence on social media and to influence brand consideration, contact KeywordFirst. We are happy to help.

Image source: Marketingland.com