Archive for the ‘Facebook’ Category

The October 2019 Social Media Update – What happened?

November 5, 2019

October was a busy month for all our favourite social media platforms!

First up, Facebook!

Contrary to the belief that Facebook usage (including ourselves) has been declining, their Q3 update released showed that they are continuing to add users worldwide. However you will see that Europe and the U.S./Canada are quite static.

Facebook quarterly update 2019

Here are a couple of changes they’ve made this month:

They have removed the ability to schedule a post on desktop for some users unless you’re posting from the “Publishing Tools” page. This probably makes it easier for those of us that bulk schedule but it’s slightly annoying to lose it completely from a page post.

However, there is good news on the scheduling tools front!

Facebook is reportedly testing a new option within its post scheduling options which would enable Page admins to reach their audiences when they’re most active on the platform. It’ll be interesting to see if this comes in as it could be a very useful tool for marketers.

Was your business verified on Facebook via their grey tick?

From now on, all those grey ticks will be gone. Facebook have made this move because users were confused between those and the blue ticks, which are for public figures, media companies and brands.

Now my favourite…. Instagram!

Instagram (at least it feels like it to me when I’m updating my training presentation!) are always updating different things on the platform. Whether it’s Stories or different user tools, there’s always something new in the pipeline.

They’ve changed the whole layout of their Stories screen for users.

You were able to previously swipe along the bottom for the different tools such as Boomerang and Live, now there is a ‘Create’ option including different Story formats such as a GIF screen, templates to encourage engagement with your followers, and other options such as poll, quiz and countdown which were available previously as stickers.

They are also testing a new sticker as seen by Jane Manchun Wong, called ‘Invites‘ which allows users the chance to RSVP to the sticker once posted. If this comes to pass, it would be a great way to interact with followers working similarly to events on Facebook.

Instagram invites

Another interesting test coming soon will be Instagram sorting users ‘Following‘ lists into different categories including different topics.

Business accounts will fit under the different topics that they would have chosen in their Instagram settings. An interesting list to see will be the ‘least interacted with’ and ‘most shown in feed’, based on the user’s activity.

This could encourage users to unfollow some business accounts, so make sure your content stays engaging for your followers!

Messaging!

Instagram is finally introducing new features to their messaging to allow businesses to reply instantly to messages when they’re not available and also to set up an away message. This will be very useful to help communications with customers and ensure no-one is left waiting without an answer.

Instagram messaging

Finally…. LinkedIn are launching their own events feature!

It looks like it works similarly to Facebook Events, and it also gives you the option to invite specific people to an event. This will be great for anyone organising networking events, product launches or any other professional events.

That’s it until next month..thanks for stopping by!

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

September 2019 Social Media Update!

October 3, 2019

As part of our work with clients we closely watch those social media trends to identify any shifts, any interesting developments and any opportunities that they might provide for our clients.

Some of the things that we have noticed recently could be of interest to you:

Facebook

Facebook has officially begun rolling out hiding likes on the platform in Australia.

It’s working similarly to the Instagram change where only the user can see how many likes their post has received and other users will just see the general “liked by Mary and others”.

It will be interesting to see how much of a difference this will make on Facebook compared to Instagram, where likes were the main unit of currency. I haven’t noticed a huge jump or drop in engagement once this change came through on Instagram and it doesn’t seem to be slowing down the influencer economy.

Companies that want to work with influencers are just engaging with the influencer and asking them for their stats directly. This can only be a change for the positive if it stops people judging themselves purely on the number of likes they get online.

Creator Studio

Who needs third-party scheduling tools when you can use Facebook’s Creator Studio?

The Creator Studio has all the tools you need to post, schedule and analyse your results for Facebook & Instagram. Creator Studio works well for Instagram because the main pain with Instagram was that you could only post from mobile unless you were using a third-party tool like Hootsuite or Buffer.

Now you can post & schedule posts directly from your desktop! This is currently only set up for posts to the feed and IGTV but hopefully, they’ll include an option for Stories soon enough.

Instagram “Positivity”

For more Instagram positive news, they’re launching a new policy that will restrict posts related to weight loss products and cosmetic surgery to users under the age of 18.

The updated policy is part of Instagram’s work to make the platform “a positive place for everyone” and to “reduce the pressure that people can sometimes feel as a result of social media.”

Users such as the Kardashians have previously been condemned for promoting weight loss products to their young audiences, this will ensure that their posts are monitored more closely and will be removed if reported for going against these guidelines. 

Pinterest

Pinterest is still plugging away and getting more relevant by the day.

Pinterest is now up to 300 million monthly active users, a 30% increase on a year ago. Due to the fact that Pinterest links back to websites easily, it’s a very relevant platform for any e-commerce, retail, household, interiors, food or tourism businesses. You may not consider Pinterest to be a key platform for your promotions, but research from Pinterest shows that its audience diversity and usage is expanding. The other great argument for using it is that there is a good chance that your competitors will not be very active on it.

That’s all from us folks for the moment, I hope you found this useful,

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

Social Media Update – July 2019, What’s new?

August 1, 2019

In Fuzion every month I deliver an update to the team about social media and what the latest trends and changes are.

Here is my update for July:

Selfie in a Swimsuit!

Have we reached the peak age of influencers?

The newest trend in Siberia is taking their Instagram shots next to a toxic lake… because the colouring of it is such a great background!!

According to Buzzfeed News, “Some show up in swimsuits; one couple took wedding pictures there, and at least a handful have ventured into the dreamlike, but toxic, waters on paddle boards or pool floats.”

The water is not poisonous but the Siberian Generating Company have had to announce to the fans of this lake that getting their skin in contact with the lake could react in an allergic reaction.

How far would you go for that perfect selfie?

 

Facebook Top Fans

Facebook is now allowing business pages to target their “top fans” in organic posts.

By targeting your “top fans” it could give you another way to create more engagement with the people that react most and value your content.

This is a great way to build and foster a stronger connection with those fans by creating content solely for them, whether it’s thanking them for their support or a reward for their engagement.

 

Chat Stickers on Instagram 

In Instagram Stories news, they have now introduced a “chat sticker” which can be added to your images.

It lets users invite followers to join a group chat, but only the original poster can select who’s allowed in. It’ll be interesting to see how brands can use this tool, maybe as a focus group to test out new product ideas or even as a competition tool. Maybe they could create a quiz within the group for the followers who get there quick enough?

 

Facebook morphing into Instagram..see more

Facebook’s mobile view is now getting a lot more similar to Instagram!

Normally when you post on Facebook, the mobile view shows all the text that was in the post. However, from August 19th, all Facebook mobile posts will display three lines of text before cutting the rest off and prompting with the “see more” link.

As I say to clients when I’m doing Instagram training, make sure your message is in the first sentence before it gets lost!

TikTok

What the hell is TikToK.?

Who uses TikTok?

Apparently, everyone under 25! TikTok is a social media platform which allows users to upload and edit 15-second videos, with fun voice-overs or music (similar to Vine).

It is now booming with the younger generation and was the third most installed app worldwide in the first quarter of 2019.

It’s claimed it has 1.2 billion users globally, which makes it more popular than Instagram. How can businesses use this to their advantage? The best way, for now, seems to be partnering up with creators on the platform and using them to promote their products.

It looks like the influencer economy is here to stay!

Alma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

 

 

Is the future of social media to not be on social media?

April 17, 2019

Lush Cosmetics

Is the future of social media to not be on social media? 

That seems to be the viewpoint of Lush UK at the moment.

Out of nowhere, they announced recently that they would be shutting down their social media platforms and communicating with their customers through live chat on their website, email and over the phone.

Their reasoning behind it is due to all the algorithm changes from the various social media platforms making it harder for their content to be viewed by their audience.

As we all know, Facebook wants your advertising money and due to this organic posts (those with no advertising budget) don’t reach as many people as they would have previously by a huge margin.

So clearly Lush just reached the end of their digital marketing tether and gave up…. Or did they?

Lush UK may be closing down their social media operations but the main Lush accounts are not.

The @LushCosmetics Instagram account has 4.4 million followers, a huge difference from the now-defunct @Lush account with only 571 thousand followers.

Basically this is an experiment whereby they’re not risking losing their core audience but want to see if their direct communications with customers will benefit them in the long run.

We all know that the end goal of all communications is reaching your audience and achieving ‘that’ objective, which in their case is sales, and if the only way people can contact them is via their website, they’re already close to the bottom of the funnel and that bit closer to making a purchase.

By Lush encouraging their followers to communicate with them via their website, they’re effectively cutting out the middle-man.

One of the main reasons we encourage our clients to use social media is so that they can much better control their messaging and it also gives them a unique opportunity to demonstrate the personality of the brand or organisation and tell their story in a unique, authentic voice.

This is not just interacting with customers, but also “listening” to what they’re saying.

Jeff Bezos, CEO of Amazon is quoted as saying, “Your brand is what other people say about you when you’re not in the room”, and this is always something I will refer back to with clients.

Telling your story online, being able to converse “socially” and being able to respond to negative or positive comments will help to build the brand and hopefully build trust and a much better connection with your customers (as long as you get it right, of course!).

Social media is one of the many powerful communication tools offering you a special way of telling your story and by removing yourself from these platforms, will you hurt your brand in the long run?

Let’s see how is plays out for Lush?

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy and Training team at Fuzion Communications who provide our services from offices in Dublin and Cork, Ireland

 

 

Nightclubbing and the end of Google+

February 4, 2019

Google+ is dead

So…Google have thrown their hat at their social media platform, Google+, which they launched in June 2011.

In December 2018, we announced our decision to shut down Google+ for consumers in April 2019 due to low usage and challenges involved in maintaining a successful product that meets consumers’ expectations. We want to thank you for being part of Google+ and provide next steps, including how to download your photos and other content

It was clear that the search engine giant wanted a piece of the emerging social media action and they threw all of their expertise, intelligence, resources and weight behind their new platform.

They were able to leverage their colossal Gmail database and gently nudge users onto the platform.

The core idea was “circles” and you could create these unique circles and invite your contacts to join them and you had personal accounts and separate accounts for your business pages. We were all going to have incredibly engaging discussions in our circles, because isn’t that how the world works after all?

For a short while it did seem to have momentum, and every day you would receive a multitude of invitations to connect with other users – with the usual Fear Of Missing Out (FOMO) we were all clicking, joining and posting and busy trying to figure out how we could leverage this new thing for our personal and business communications.

For starters it was never very “cool”, it never seemed to be enjoyable, it was clunky and it required effort and wasn’t really solving a problem that the other platforms couldn’t.

From a business point of view the advice was, you had to be on the platform to maximise your ranking on Google – that stick was definitely one worthy of paying attention to, but even that idea didn’t gain momentum.

In Fuzion, we have been providing social media courses since 2000 on the main platforms including Facebook, Twitter, LinkedIn and more recently Instagram – not once in that time were we ever asked to run a course on Google+.

If ever asked by a client about the platform, I would advise them to get their activity on the others right first and then get around to Google+ …it never happened.

The conclusion might be that social media was too saturated at this point and Google+ was just too late, but this argument doesn’t hold up when you consider Instagram was launched in 2010 and Snapchat in 2011.

Why did Google+ not work out?

Saturday Night Fever

My Nightclub theory!

Facebook was the new nightclub when it was launched – the cool crew went there, because they were cool, they loved being the first to try out the new place but soon the non-cool crew followed suit and even worse, Aunty Joan and Uncle Bill turned up and tried their moves on the dance floor.

The cool gang moved to club ‘Twitter’ and they had this to themselves but…. guess who followed them there eventually?

Then Instagram was cool and it loved your photos but….guess who showed up, Aunty Joan and Uncle Bill!!

Snapchat was ultra cool and ultra young and the functionality was totally loose and wild and posts disappeared after a while…what??!!

Poor Mark Zuckerberg of Facebook who had just spent some of his fortune on Instagram to try to win the cool kids back, realised that the young gang had already moved to the zany Snapchat.

Instead of sulking about the waste of money, he gambled big and just ripped off (even if you could would you just become an unashamed  copycat?) all of the functionality of Snapchat and he bolted it onto Instagram. He did this just in time as Instagram still had a large number of users and before there were mass defections from the platform, it gave them a new, fresh reason for staying with it and after all they had lots of followers already, so it was easier than starting again.

Why not the Google+ nightclub?

So…in the middle of all these nightclubs opening why didn’t Google+ work? I’m sure many heads in Google are scratching about this one!

The people who try something new are the innovators, the leap froggers, they are curious and they explore, those with a thirst for a new experience, something that says something about who they are.

With Google+, they came through the door on opening night, they danced, they tried the cocktails and they even invited their friends but discovered really quickly that it wasn’t very different, they heard all of those tunes before, it wasn’t very cool and to be honest it was a little bit boring!

Will we ever see another social media platform? I definitely think so as there are always the innovators who are thirsty for something new.

Does a giant like Google have the people and culture to be able to produce an innovative social media platform that will be so radically different that people will flock to it?

Would they dare to try again?

Let’s see….

Greg

Greg Canty is a Partner of Fuzion Communications who offer Social Media Consultancy Services from our offices in Dublin and Cork, Ireland

 

 

Snapchat and Amazon connect for “snap” online shopping

October 1, 2018

Snapchat and Amazon

We all love to shop!!

It’s an industry that has grown online and is only getting bigger.

Now social media platforms are getting in on the action; Facebook were one of the first platforms to encourage shopping from the platform linking up with Shopify, Pinterest were next capitalising on the fact that their site inspired people to shop and introduced shopping ads and this year even Instagram introduced shoppable tags.

It’s the next frontier for social media sites and is a clever way to stay relevant when their audience’s attention spans are so short lived.

Imagine my surprise when Snapchat, the platform we all thought was on the way out, released an update saying they are now working with Amazon testing a new way to search for products using the Snapchat camera. This could really change how people shop online!

Snapchat Shopping

All you will have to do is point your camera at the product as if you’re taking a picture and then press & hold on the screen like you do when you use Snapchat filters. Once the product has been recognised by the app, a pop-up card with a link to the product page on Amazon will appear and then you follow that to purchase the item on Amazon.

So simple and a genius move by the two companies!!

Many people have said Snapchat is in decline but they’ve managed to hold on to their younger user base quite well. There may not be growth but they’re not losing users. If you look at the Ipsos MRBI Social Media Messaging Report from March 2018, you can see that even though only 31% of the Irish audience have Snapchat, 64% use it daily.

IPsos March 2018

Snapchat knowing that their demographic want everything instantaneously and by creating this link with Amazon who are king of snap purchasing decisions (anyone else bought something random from Amazon at 3am?!!), they could very well be guaranteeing their survival.

Looking forward to seeing how Facebook react to this!

Alma Brosnan - Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Cracking the “Social Media” Training Code

April 2, 2018

Social Media e-learning

Incredibly we have been running social media courses since May 2010!

This was the new thing, the new way to reach your customers and promote you and your business and it was free to use!!

I do think a big part of the reason it exploded at the time was because we were immersed in an awful recession and most people had virtually no funds to do anything, let alone promote their business.

So the simple advice was, grab the relevant platforms (at the time it was Facebook, Twitter and LinkedIn) and use them to tell your story and engage with your target audience.

In the earliest training that we delivered, it was all about the functionality – step by step we would show all the participants how to do everything on each of the platforms.

As time went on we changed the emphasis on “why” first and then “how“.

This approach was designed to get people engaged with the simple idea that, if you knew what you could achieve with social media and you understood the special role it could play in your communications mix, then you were more likely to dive in and apply the learnings.

I think this approach worked much better but there was still a problem, and I put this down to what I call the “teeth brushing” aspect of social media.

When you leave the half day or full day social media course (or any training for that matter) it is up to you and you alone to implement the learnings and make room in your life for a new habit, a social media habit.

To be effective for you, it should be just like teeth brushing, you just do it automatically as part of your routine.

To this day, I still believe that using social media effectively can be one of the most powerful ways of promoting you and your business as well as a brilliant way to make valuable connections.

So why are people not grabbing the opportunity?

The big challenge for me is getting those who take my courses to squeeze all of the potential from the social media platforms, and for the training to go beyond the initial sessions and integrate into their daily routines.

To crack the “training code” we have invested in an e-learning platform, which has enabled us to create unique follow-on programmes that consist of a series of short, practical exercises on each of the social media platforms.

These exercises are delivered to the trainees over a period of time to ensure that they can really learn, through daily implementation away from the classroom and in their own work environment.

If you want to make sure that you and your team, really, really learn let us know!

Check out our Social Media Training services by clicking here.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, who offer Social Media Consultancy and Training  from our offices in Dublin and Cork, Ireland

 

 

Facebook algorithms and posts not quite reaching your audience anymore

March 2, 2018

mark zuckerberg

Algorithms, algorithms…. It’s the buzzword when it comes to social media these days but do the people talking about it even know what an algorithm is?

It’s not used just by people in the digital world now.

Your annoying Aunt Mary who posts her whole life to Facebook and thinks that when people post they’re sending it directly to her, is now sharing posts telling people to comment on her feed because Facebook will hide you away forever, otherwise!

This is slightly dramatic and not what the new Facebook algorithm is about…. Mark Zuckerberg actually wants you to see what your friends are up to.

In his announcement on January 11th MZ said that Facebook had changed the news feed algorithm to prioritise content from “friends, family and groups.”

Fuzion Win Happy podcast thumbnail [Check out the episode of the Fuzion Win Happy Podcast “Frustrated about Facebook where Greg Canty and Alma Brosnan from our digital team chat about this issue]

Since last June, he has placed a huge push on Facebook groups and using those to build communities.

The algorithm is just another one of those changes to (theoretically at least) help users see content they want to see (however, you may not want to see an album of Aunt Mary’s holiday pictures!) and interact meaningfully with their friends and family.

The only users being negatively impacted by these changes are Business Pages who have already built a solid audience through organic reach and engagement.

Facebook are now saying that Business Pages will still be able to reach customers through “meaningful interaction”.

What is meaningful interaction to you and your business page?

  • To some businesses, it’s posting special offers for their followers
  • To others, it can be rewarding followers with a competition and prize giveaway

Both of these types of posts are affected by the new algorithm.

Facebook have said using “engagement-bait” (deliberate content to get people engaging) to encourage users to comment or share is not a meaningful interaction and these posts will be demoted in the News Feed of users (eg – they won’t see these posts!!).

Examples of “engagement-bait” include:

  • React baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry)
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis)
  • Share baiting: Asking people to share the post with their friends
  • Tag baiting: Asking people to tag their friends

So, all those competitions that pages ran asking people to “like, comment & share” are exactly what Facebook don’t want to see anymore.

(ironically most of these tactics were being used to “beat” the previous algorithms!)

How can Business Pages get around this?

You should follow what Facebook wants from you, and post relevant content that they believe your followers want to see.

Begin by creating quality content (in our view this should always be your number one priority, regardless of social media platform) that you believe will start a conversation on your page (ideally this will be a conversation between fans of your page).

Highlight the personality of the business and use that voice and tone consistently throughout your posts.

Include questions in your posts that will generate interesting answers in the comments so that you can then interact with your audience.

What we seem to have forgotten in all of this is that the point of creating a Business Page was to interact and promote your offerings to customers.

We all just got too caught up in counting the number of followers and wondering who those three people from Malaysia looking at your page were!!

It’s time to bring it back to basics and start building relationships with the followers on your Pages again.

Or if all else fails…. Just turn to Facebook Advertising!  

Is this the real agenda of Mark Zucherberg?

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Listening and doing nothing

October 11, 2017

Donald Trump - Twitter

Right now, we are living in an ever increasingly strange era.

A bright orange barely human is in charge of the largest nuclear arsenal in the world, and seemingly quite anxious to have a go at using it.

His counterpart in the East – with equally baffling hair – is egging him on and approximately 7 billion people are at the mercy of their moods. This will go down as the dumbest period of human life on earth, or at very least, as the dumbest period of untethered “leadership” in the developed world. 

On a somewhat lighter (but connected) note, both Twitter and Instagram have made some small but significant changes to their platforms recently, in an attempt to improve users’ experiences making them easier and faster to use. 

As users of social media for the past ten or so years, we should be ok with ongoing updates where features that we know and love are “updated” (i.e. removed or positioned elsewhere on the platform, in an non-linear manner – yes, I’m looking at you Facebook for all the things that you’ve done to the time-line. #smt). 

As recently as June 2017, Grace Kim, Twitter’s head of research and design said “…with lots of feedback and ideas from you, we’re refreshing our product… We listened closely and kept what you love. And for the things you didn’t, we took a new approach to fix and make better,”. 

But its quite apparent that these companies are not listening to their users. 

In this turbulent time, where people carrying swastika flags, can declare themselves NOT nazis, (note – we are deliberately not giving these words the respect of Uppercase first letter) and use Twitter to publish messages of hate and violence, where threats of sexual violence can be made against people for “offences” such as not shaving their legs, or wanting to be referred to as she/her or he/his, where people can be called offensive terms by the president (he doesn’t a capital “P” either!) of the USA for taking a knee protest, neither changing profile pictures to circles nor increasing the character limit to #280 was not on anyone’s agenda. 

Mike Monteiro has been an outspoken member of the Twitter community asking for DT’s removal for repeatedly touting the terms of service of Twitter, writing on Medium he says “DT has been violating Twitter’s “rules” for years. Calling out individuals, entire ethnic groups, dog whistling his violent white supremacist base, taking on a Gold Star family, a US judge of Mexican heritage, retweeting a gif of Hillary Clinton being attacked, going after journalists. This is hardly acceptable behaviour for a regular human being, much less a US President. Twitter has, rightfully albeit slowly, banned other users for similar behaviour. 

Monteiro intelligently and correctly has spent considerable amount of time and effort engaging with @Jack and @Biz (Jack Dorsey, Twitter CEO & Biz Stone, co-founder of Twitter) highlighting the many instances of misuse of their platform by extremists (I’m including DT in that description…) and what should be done with them, according to their own Terms of Service.

By the levels of engagement between them, they clearly see what he’s saying, but they aren’t listening or are deliberately choosing not to do anything having listened. If they were, there would be less hoo-haa about #280 (which, lets face it, just makes Twitter a rubbish Facebook) and more about ensuring that users behaviour on Twitter was appropriate, respectful and not warmongering. 

In a similar manner, Instagram recently updated its app, allowing users greater functionality (to use multiple images in a single post, landscape and portrait modes, and, errr,  stickers, similar to Snapchat – you know those annoying floral headdresses and bunny rabbit noses? Yeah, those!!).

Some of the updates have been great – threaded comments, the previously mentioned multiple images per post, and Instagram Stories, but there is one simple thing that users have been crying out for, and that is a chronological order of posts. 

Clearly Instagram, much like Twitter, is a commercial endeavour, not some sort of altruistic venture, and its algorithm is built so that the advertising (which thankfully has become less invasive in recent months) is aimed at the correct target audiences, but forcing users into a system that they have clearly expressed as not being something that they want, is a sign that a company is clearly not listening to its user base. 

Perhaps the numbers won’t fall, perhaps we have all become immune to asking for something from a service, and never getting it, but surely that’s a strange set of behaviours to adhere to!

What does any of this to do with design?

Well, everything we do in Fuzion Communications is a reaction to a briefing from our clients.

They tell us what they need and what they want, and we take it from there. Design is a heavy mix of solution providing, communications and creativity, and as designers a huge part of our process is listening to our clients to provide them with creative work, that satisfies their brief. 

Ultimately, our design comes from listening.  

Phew…that’s off my chest!

Jonathan Leahy Maharaj - FuzionJonathan

Jonathan Leahy Maharaj leads the Graphic Design Department in Fuzion with offices in Dublin and Cork, Ireland 

 

Facebook capitalises on Celebrity Endorsements and Influencer Marketing

August 31, 2017

Recently Facebook announced new controls and capabilities for branded content marketers.

What does this mean?

For brands

This means that any influencer sponsored content can be seen and promoted by the brand once it is tagged and flagged. This gives the brand the ability to publish the post and also reach bigger audiences by boosting it.

Facebook - Influencer content

Once boosted the post will then appear with a ‘sponsored‘ tag allowing followers to see what is a paid for collaboration and what is not.

Facebook - Influencer posts

Now I know people are thinking about ways of getting around this but lets face it, it’s Facebook and there is no way around the all seeing, all knowing Wizard of OZ!

What will happen and is happening quiet frequently already, is that Facebook will suppress posts that do not carry any budget. Without extra budget a collaboration with an influencer may not generate the desired results/visibility.

A really positive outlook for this new change with Facebook is that brands can have peace of mind when it comes to being properly represented and can be selective with who they work with. Another plus is that the post will appear as originated by the creator with access to the content insights such as reach, engagement, total spend and cost per 1000 impression(CPM) to help them determine the effectiveness of posts that creators tagged them in.

For Influencers/Celebrities

This new way of collaborating on Facebook is a great way to show their followers how selective they are when choosing a brand to work with and to show that they are loyal to brands, not just promoting brands for the sake of it.

A lot of influencers are already very selective about the brands they work with it but this will change how some influencers approach this part of their job.

It will also separate those who have always been true and honest to their followers from those who are taking everything on in order to build a following and reach that “Everyone who wants to work with me” status, ultimately rendering their audience useless!

For PR/Digital Agencies

For agencies this is great news and helps when preparing post-campaign reports as well as building relationships for all involved – We love MEASUREMENT! (well our clients do!).

Your clients can rest easy that the collaborations you have suggested with the influencers you suggested were worth the spend. With access to the content insights all parties can see the results enabling you to measure what activity was the most successful and with what influencer. This can determine who the client might work with again in the future.

This new approach could see brands turning to lesser know influencers or celebrities that are not as much in the limelight as The Kardashians but have a genuine following. Choosing to work with then could allow brands to reach a bigger audience that they may not have tapped into yet.

For more information check out the Facebook announcement here: www.facebook.com/business/news/new-controls-and-capabilities-for-branded-content-marketers

Arlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork. 

Fuzion offer a full Social Media Consultancy service.


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