Facebook has always been on the top in gaining the user’s interest. It is one of the favorite platforms for brands to promote themselves. Facebook is not only the marketing channel for businesses, but also an effective communication medium between the company and its customers and fans.
Advocate Marketing Platform, Crowdly has produced an infographic on “Marketing On Facebook – Style 2015” in which it has covered the timelines of month-on-month changes in 2014, details on the social network’s decision to eliminate like-gating feature, the advantages of incorporating Facebook Login and an overview of custom audiences, lookalike audiences and retargeting.Here is the guide to understand the Facebook changes for brands in 2014 and how to build a roadmap for success in 2015.
Here is the guide to understand the Facebook changes for brands in 2014 and how to build a roadmap for success in 2015.
According to Facebook, “News Feed is already a competitive place as more people and pages are posting content, competition to appear in News Feed has increased. All this means that pages that post promotional creative should expect their organic distribution to fall significantly over time. “
Facebook calculates affinity by monitoring the interaction of its users. The calculation is based on the strength of action, closeness of a relationship to the action user and time elapsed since the action was taken.
What It Means To Marketers
The Type Of Content Matters: The post with photos or videos get 39 percent more user engagement than the average. Photos and video updates attract a sizable number of users, which in turn influences Facebook’s edge ranking and the content reach wider reader base.
Deeper Engagement Matters: Unlike what most of the marketers believe, a simple Like on any post fails to influence Facebook’s algorithm widely and post-reach remains restricted to a small group of users. However, number of shares and comments on a post signals a deeper engagement and interest of users to Facebook, consequently a post reaches greater number of users.
Since Facebook has the largest number of active internet users base of 1.35 million, nearly 67% percent of internet users in the US and 40% of internet users in India are on the Facebook now. Even 66 percent of all social sharing on iPhones takes place on Facebook.
Timeline Of Changes In 2014
Facebook has gone through a wide range of changes in 2014 to satisfy the growing needs of users and to stay competitive in the market. Between January 2014 to December 2014, the social networking giant introduced/changed nearly 12 major features/functionalities.
- In January 2014, Facebook introduced ads to mobile apps to widen its advertising reach. This not only helped Facebook to monetize its growing mobile traffic but also created a new avenue for app advertisers who were willing to invest their marketing dollars only on mobile advertising platforms.
- In February, Facebook improved its advertising algorithm and came up with new and easier ways to reach the relevant audience. It improved its campaign optimization and made the billing easier for advertisers.
- In March, Facebook updated its NewsFeed and came up with better FB/TV media Planning.
- April was the most remarkable month since Facebook introduced its Business Manager. Facebook provided audience network and took the first step to clean up NewsFeed spam and like gating.
- In May, Facebook improved audience insights. It also introduced restaurant menus and more robust video metrics.
- Facebook updated its designs for pages and improved page manager in June. It also enhanced its custom audiences.
- In July, Facebook optimized ads for Global access. It had also begun testing “Buy” buttons for offer.
- In August, Facebook came up with new event promotion tools and Ad targeting based on the type of connection.
- In September, Facebook extended its video auto-play access and displayed view count on videos.
- Facebook updated its PMD program in October. It also expand its Audience Network and updated its campaign network.
- In November, user data incorporated to increase ad relevance. It introduced New User Ad preferences.
- Facebook bought new Call-To-Action capabilities for Facebook pages.
Below is the complete infographic that also highlights trends of Facebook advertising and what could be expected form the social giant in 2015.