Tuesday, 13 October 2015

In the ever-changing world of digital marketing it’s often difficult to keep on top of all the changes occurring across the various different marketing platforms. Take Facebook for example. There are a whole host of changes going on designed to keep users interested, attract new members, and, it seems, to keep digital marketeers on their toes.

According to cnet.com, coming soon to Facebook is a set of new emojis. These are an extension of the ‘like’ button, enabling quick and simple responses to posts without the need to comment. Facebook recently declined to introduce a dislike button after lobbying from a large number of users. However, the new ‘angry’ or ‘frowny’ emoji could be seen as a handy alternative. The company’s reason for introducing these new emojis? As a way of retaining its 1.5 billion users – encouraging us to communicate or engage more (and therefore enabling Facebook to collect more data from users and use that data to help target ad campaigns).

Essentially, these days everyone has to earn their space in the Facebook news feed. If they publish posts that are interesting enough to get likes, comments, shares, and clicks, their reach increases. If their posts are dull and therefore ignored by those who see them, their reach decreases. And since the natural trend is for reach to decline as competition grows, pages have to work harder and harder to stay visible. On 8th October Facebook started running a ‘Reactions’ test. The react button is essentially an extension of the ‘like’ button. Each time a user ‘reacts’ to a post in their feed (whether by a friend, ad or business), Facebook records this and then uses the information to try to tailor your news feed to show you the kinds of posts you’d most like to see. This test has been launched in Spain and Ireland with a view to rolling out further after initial results have been analysed.

In an attempt to improve the way people can signal to businesses that they wish to learn more about their products, Facebook have recently launched ‘Lead Ads’. This gives people a quick and safe way to sign up to receive information from businesses (e.g. newsletters, quotes and offers). When someone clicks on a lead ad, a form opens with the user’s contact information automatically populated, based on the information they share with Facebook. By automatically populating the contact information that people share with Facebook, filling in the form will be as fast as just two taps. This is worth a try as an alternative to the traditional paid ads.

These three changes all happening as you read this. We look forward to seeing what’s coming next…