What’s Happening on Facebook… Audience Op+miza+on for Publishers What It Is Audience Op+miza+on is an organic targe+ng tool designed to provide publishers with a be9er understanding of the interests of their engaged audiences. The tool helps iden+fy who is most likely to engage with each piece of content, improving the relevancy and engagement at both a post and Page level. The tool includes new audience tags and filters while consolida+ng all audience op+miza+on se@ngs under the targe+ng icon in the Page composer. Audience Op+miza+on is only showing on desktop and currently available to all Englishlanguage Pages. Audience Op9miza9on includes the following three features: Preferred Audience | ability to add interest tags to content to help Facebook connect people with the topics and subtopics they are most likely to engage with. Rather than limit the audience that sees a post in News Feed, these tags priori+ze the topics that are most likely to interest each unique user. Audience Restric+ons | ability to limit the visibility of certain posts based on an audience’s loca+on, language, age or gender. Audience Insights | provides insight into content performance, down to the post level with breakdowns by interest tag. Once a post is published, insights for the preferred audience can help publishers understand how different subsets of people are responding by showing reach and engagement metrics for each interest tag. This new targe+ng tool is not expected to impact organic reach but is intended to be9er priori+ze impressions. This means that Audience Op+miza+on won’t necessarily increase your total reach, but will allow organic content to reach the audience that is most likely to engage with it.
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What’s Happening on Facebook… Audience Op+miza+on for Publishers What It Is Audience Op+miza+on is an organic targe+ng tool designed to provide publishers with a be9er understanding of the interests of their engaged audiences. The tool helps iden+fy who is most likely to engage with each piece of content, improving the relevancy and engagement at both a post and Page level. The tool includes new audience tags and filters while consolida+ng all audience op+miza+on se@ngs under the targe+ng icon in the Page composer. Audience Op+miza+on is only showing on desktop and currently available to all English-‐language Pages. Audience Op9miza9on includes the following three features:
Preferred Audience | ability to add interest tags to content to help Facebook connect people with the topics and subtopics they are most likely to engage with. Rather than limit the audience that sees a post in News Feed, these tags priori+ze the topics that are most likely to interest each unique user. Audience Restric+ons | ability to limit the visibility of certain posts based on an audience’s loca+on, language, age or gender. Audience Insights | provides insight into content performance, down to the post level with breakdowns by interest tag. Once a post is published, insights for the preferred audience can help publishers understand how different subsets of people are responding by showing reach and engagement metrics for each interest tag.
This new targe+ng tool is not expected to impact organic reach but is intended to be9er priori+ze impressions. This means that Audience Op+miza+on won’t necessarily increase your total reach, but will allow organic content to reach the audience that is most likely to engage with it.
Canvas What It Is Canvas is a mobile-‐only immersive experience that uses a combina+on of video, s+ll images and call-‐to-‐ac+on bu9ons to further storytelling of mobile campaigns with any objec+ve.
Brings Storytelling to Life With more crea+ve control on mobile, canvas provides adver+sers the ability to construct various pieces of crea+ve (text, image, carousel, video, 360 video) to tell the story that best portrays their brand.
Designed for Mobile Today’s Facebook audience is mobile focused and expects a seamless, fast experience on their devices. Because of its expressive nature, canvas provides the mobile experience users are looking for and are more likely to engage with.
Compa9ble With All Objec9ves Because of its crea+ve flexibility, campaigns of any and all objec+ves can use canvas to express their story. This feature is na+ve to Facebook, allowing users to experience a brand’s content without leaving their News Feed.
Canvas is currently available to brands via whitelis+ng, at no addi+onal cost.
Brand Applica9on The way brands can benefit from canvas are plen+ful. Campaigns looking to drive sales can create a product feed, encouraging users to convert right there within the app. On the opposite end of the spectrum, small businesses could use canvas as a stand-‐in mobile site, hos+ng product and contact informa+on. With mobile being a con+nuously growing and evolving space, canvas provides a great opportunity for brands to explore new and different types of crea+ve. Tes+ng these types of crea+ve and learning about how your audience wants to engage on their mobile devices is an extremely valuable insight that can be provided through canvas.
Canvas | Creative Example
Facebook Sports Stadium What It Is With over 650M sports fans, Facebook is the largest community in the world for fans to celebrate, commiserate and connect with friends and other fans. Facebook’s Sports Stadium is a chronological aggrega+on of all sports related content in real +me. This creates a place for sports fans to feel like they are watching these events with their Facebook community. Content in the Sports Stadium includes:
• Posts from your friends, and their comments on plays • Posts and commentary from experts, like teams,
leagues and journalists, with easy access to their Pages • Live scores, stats and a play-‐by-‐play • Game info, like where to find the game on TV
While there's no direct targe+ng available, it’s probable that Facebook is gathering audiences engaging with these environments and aggrega+ng them for Event Targe+ng. Sports Stadium is currently available in the US, only covering American football on iPhone devices. Users can access the Sports Stadium by searching a specific game. The pla^orm plans to introduce other sports, around the world as well as new ways to locate and stay in touch with the stadium as the product evolves. Brand Applica9on There are currently no adver+sing or sponsorship opportuni+es available within the Sports Stadium, however, it is likely to be developed in the future. Organically, this is a great feature for sports-‐related brands to begin leveraging Facebook as a real-‐+me engagement pla^orm and join a larger conversa+on. Content shared through the Sports Stadium may result in a larger organic reach, compared to that of a user’s tradi+onal NewsFeed, due to poten+ally less conges+on within this new space.
Improving Lead Ads What It Is Brands have been finding success with lead ads since its launch in late 2015. Designed to provide an easy way for users to receive addi+onal informa+on from brands and business they care about, Facebook has released new updates to further develop this ad unit. These new updates include:
• A new (op+onal) context card is an added +le that pops up ader a user clicks on a lead ad but before they receive an inquiry form. This provides poten+al customers with more context about an offer and value proposi+on before signing up as a lead. • Ability to reach people on desktop or mobile and use ads repor+ng to see which devices your audience uses most. • Now available in the carousel format, brands can showcase three to five images and headlines before users click through to the lead form.
Brand Applica9on For brands, these updates will really improve the downstream quality of leads by further ensuring the leads you acquire are truly interested and want informa+on from your brand. Brands should also expect to see an even more efficient cost per lead now, compared to that of other ad products, because of these updated features.