Facebook’s News Feed algorithm has been the bane of many a marketer’s existence for months, but Copenhagen-based Komfo released a study last week with tips on how to make the changes work for Pages.
The bottom line of the study is that businesses must create Facebook relevant and engaging content, and move away from the idea that a large fan base will make a brand exceptional. This might seem like a no-brainer, but Komfo says its more important to have a smaller fan base that truly loves a brand and wants to engage with it.
Hans Tosti, Komfo’s Customer Development Specialist, said in a blog post:
Brands should focus on having smaller fan bases, create some local pages and actually ensure that the users who like their page really love the brand and want to engage with it. Fan engagement is a crucial factor on Facebook, and as long as you prove to Facebook that your fans really are willing to engage with you, no matter the size of your fanbase, the algorithms will automatically ensure that your brand shines through in the newsfeed.
While brand managers may get frustrated that overall reach numbers are down, Tosti argues that Facebook’s algorithm delivers the content to those who would be most likely to actually take some kind of action.
However, businesses should also consider lowering the amount of call-to-action posts and focus on interactive posts instead. Brands must also support their content efforts with Facebook advertising, in order to maintain a high level of fan penetration, while improving their page’s reach and engagement.
The main findings of the study — comprising more than 5,000 pages in March — include:
- fan penetration decreased from 25.2 percent in August to 11.3 percent in March 2014
- viral amplification decreased from 0.42 percent in August to 0.39 percent in March 2014
- CTR increased from 5.62 percent in August to 8.33 percent in March 2014; and
- viral amplification decreased.
Readers: How are you adapting to the changes in Facebook’s News Feed algorithm?
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Some, like Hotels.com and Top Eleven: Be a Football Manager, may not be new to Facebook users, but the Facebook platform has helped emerging apps such as YPlan, Cooliris and Swell Radio, as well.
The F8 conference has been a major boon to apps such as Spotify … could the 10 apps listed below be the next to make it big?ApplauzeApplauze is a Parse-powered iOS app that allows people to discover events and easily buy tickets. Facebook Login users spend more per order on average, account for 70 percent of top 100 spenders, return to the app 20 percent more often and are 27 percent more likely to be repeat buyers.BlaBlaCarBlaBlaCar, a Leading European car-sharing company, started with a €50 Facebook ad budget 2 years ago. BlaBlaCar now concentrates 70 percent of its marketing budget on Facebook’s products including mobile app ads. Available on: Android, Desktop, iOS, WindowsCoolirisCooliris, a personal photo app for Android and iOS, has found that Facebook Login users are 50 percent more likely to share their photos and invite 2x more friends to groups.FacetuneFacetune, an image-editing services app on iOS, has been using mobile app ads for installs as their only paid marketing channel. Facetune saw installs grow nearly 35 times in the U.S. and reached the #1 spot in the Apple App Store top paid iPhone apps in over 40 markets.Hotels.comSince integrating Like and Share, Hotels.com has seen a huge spike in the number of hotel bookers arriving directly from Facebook. Referral traffic from Facebook is usually more qualified and converts at a higher rate compared to other types of traffic.JustGivingEach Facebook share of a JustGiving (available on desktop, Android and iOS) page generates on average an extra $8 in additional donations. From October 2012 to October 2013, Facebook referrals to JustGiving generated $58 million in donations to good causes.Swell RadioSwell Radio, an iOS app that offers personalized news and radio stations, has seen that Facebook Login users listen on average 8 percent longer per session and like and bookmark tracks more frequently.ThreadflipThreadflip, a women's fashion commerce desktop app, has seen quite a bit of success with Facebook Login. Threadflip found that Facebook Login users spend twice as much time using the app, have a 30 percent higher average lifetime value, are 38 percent more likely to make a purchase in their first week of using the app and 50 percent more likely to make a repeat purchase in their first month.Top Eleven – Be A Football ManagerThis app — available on Android, Desktop and iOS — saw a 589 percent return on investment from one desktop app engagement campaign that ran ads to drive installs and re-engagement. By using Open Graph and sharing game achievements with friends, existing players helped acquire new players creating 9,000 new installs on mobile, daily.YPlanThis London-based event finding app used mobile app engagement ads and saw a 20 percent increase in paid bookings, as well as a 215 percent return on investment for their mobile app ad spend. Available on: Android, iOSPrevNext
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