Unless you actively follow the inner workings of Facebook, you probably have no idea how much actually goes into catering the Facebook experience. In fact, as you read this hundreds of engineers are working on the latests updates to better the experience of things like the news feed, timeline, messages and just about any other aspect of Facebook you can think of.
With that said, Facebook is constantly looking to improve tools and make life for businesses easier. As a result, we thought we would take some time to update you on the recent features Facebook has implemented in an effort to keep you ahead of the competition as we head into the fall season.
Loading Times Matter
Facebook loves to prioritize content. In fact, did you know every piece of content you see is placed strategically, in your news feed, according to an algorithm? Now, Facebook is adding one more piece of criteria, and it could have a big effect in determining where you place in your audience’s news feed.
How quickly your content (or the content you share) loads will now be a determining factor in post order. This means posting content that loads slower than it’s competitors will have a negative effect on where the post gets placed. In an effort to maximize your exposure, make sure you take time to look out for loading times. If you often share content from your own website, be sure it’s operating efficiently and quickly.
RSVP’s and Custom Audiences
Did you or your small business recently host an event? Well, thanks to a new update you can now create a custom audience based on the individuals that RSPV’d to your event on Facebook. This feature lets you target those who reply as both “going” and “interested”. For more information on target audiences, check out our blog, “How To Increase Online Sales Using Facebook Ads”.
Creating an event on Facebook can be useful for a few reasons. First, it let’s the user stay up to date on all activity surrounding that event. If you create an event for a online promotion, users can be sent reminders about start time, end time and other important deadlines. It also allows for campaign and brand awareness.
Even More Metrics
If you’re a filmmaker or post video content, there are some great new features as Facebook will now include a comprehensive breakdown of video. This breakdown includes viewing type (auto-play vs click-to- play), in addition to a break down of paid and organic views. Additionally, these metrics also include location, views of shared video and information regarding the demographics that watched your video.
There are a few other additions too. New “gross impressions” now measure total impressions after paid campaigns end, allowing you to easily see what impressions you were and were not billed for. Another new measuring tool, “auto-refresh impressions,” takes into account for impressions that occur as a result of a browser refresh. Facebook wants you to see the whole picture when it comes to paid ads and this will only result in better campaigns for small businesses.
Crackdown On Spam
Have you ever clicked what you thought was a video only to redirected to a different website all together? You’re not alone. And Facebook has finally taken its attention to cracking down on spam and click bait by only promoting pages that contain actual play buttons for video. If you use video for your business, we recommend uploading your film directly to Facebook rather than linking from another site.
In addition, Facebook is continuing its crackdown on fake news by targeting the pages themselves that share false stories. If any page “repeatedly share stories marked as false,” Facebook will longer allow those pages to advertise. If you rely on Facebook to keep you updated on what’s happening this is a huge deal.
As always, if you like to share stories over your business page, be sure the information you share is relevant and factual.
Whether you’re a small business owner new to the Facebook world, or a Facebook pro, knowing the latest tools Facebook provides will guarantee you the most bang for your buck when it comes to paid advertising. For the most up to date news on the newest Facebook features, be sure to visit their new page here. And if you’re interested in finally making the jump to Facebook Ads, download our ebook “The Beginner’s Guide to Facebook Ads” below.