Facebook wants you to run fewer ads (Kinda)
One way to make sure you are getting the best performance from your Facebook ads is to run different variations of the text, images and videos.
That way Facebook can identify the top performing versions and deliver them to more people. It also ensures that even if your frequency creeps up people won’t see the same ads every time.
Up until now there has been on limit on the number of ads you can run.
From February 2021 this will change. Facebook will limit the number of active ads you can run at one time. The exact number will be based on your ad spend.
This sounds like bad news until you see the limits. A page with an ad spend of less that 100k will still be able to run up to 250 ads per month.
What if you reach the limit?
This move from Facebook is a bid to encourage more advertisers to use dynamic creative.
Instead of creating individual ads you can load all your creative elements into a dynamic ads and Facebook will mix it up depending on who it is serving the ad to.
https://www.facebook.com/business/news/improving-ad-performance-through-ad-volume-guidance/#
How are brands using Twitter conversation controls?
It’s been a while since Twitter launched conversation controls.
That’s the feature that lets you choose who can reply to your tweets. Just you, the people you tag in the tweet or just the people you follow.
This week Twitter released an article that showed us how these conversation controls could be used in marketing.
Some were pure braodcwsaats, they showed us an ad from M&S that didn’t allow replies. I think this is the least creative and least Twitter like use of the tool.
Better examples include:
- Interviews.
- Fun brand conversations
- Focus on an action – by switching replies off it will encourage more people to click the campaign button.
- Humour
This could be a creative way for you as a small business to use Twitter.
It could make you stand out from all the other tweeps
Campus brings Facebook back to college
Facebook originated in Harvard university and was originally an online networking tool for students.
It was rolled out to universities across the US before it was launched to the public.
Facebook is going back to its routes by launching ‘Campus’ for college students.
Just like before students will be able to join the network for their university and network online with classmates. With more colleges introducing online classrooms this will give students a taster of the college social life they will be missing.
Facebook is no longer cool with younger people. Will Campus attract new blood into the network and help it shed its old and stuffy reputation?
Twitter is testing audio DMs
Twitter DMs could soon become an important part of the network. They’ve introduced a host of new features over the last few months.
They are currently testing audio messages in Brazil. Just like WhatsApp and Messenger you’ll be able to send audio messages via Twitter.
This will make it much easier for people who find phone typing difficult to communicate online.
It can also add a little more personality to your messages. But use it wisely, many people don’t appreciate voice messages.
YouTube launches it’s TikTok Clone in India
Is YouTube just for long form videos?
I’m getting old so I wonder am I set in my ways but I’m not a fan of stories on YouTube and I’m not going to be watching short form vertical video there either.
Traditionally YouTube has been a place where we go and consume long form video and I just don’t see it changing. It’s too ingrained in the brand.
However, YouTube may disagree. This week they launched their ‘Shorts’ TikTok style videos in India.
India is still banning TikTok so it’s a strong market for a clone like ‘Reels’ or ‘Shorts’.
It’s similar to Reels. It takes key features from TikTok including multi-clip videos, effects and music.
I can see it having some benefit as an add on product to influential YouTubers who have a large audience. It could, if you get views, help smaller influencers build an audience too.
https://blog.youtube/news-and-events/building-youtube-shorts
Stream videos with friends on Facebook
People have turned to technology big time to connect with each other during the pandemic.
We know Zoom has become a household name but people are using other tools to stay connected including WhatsApp and Messenger.
Facebook is introducing a new feature this week that will make those online conversations a little more interesting. You’ll be able to stream videos from Facebook Watch via messenger.
It will be almost like watching the movie with someone, you’ll be able to chat during the video.
I’d love to see this introduced to rooms, it could be a way to get a group of people to stay tuned for a whole video and you could have a Q&A afterwards.
Split test organic videos on Facebook
Wouldn’t it be great if you could find out what your Facebook video viewers responded to the most?
Rather than having to make educated guesses about whether people preferred videos with fancy thumbnails or auto captured still images you’ll soon be able to know for sure.
Facebook is testing split testing of organic videos.
You’ll be able to show different versions of your videos to a segment of your audience. Which ever one gets the best results, as defined by you, will be shown to the rest of your audience.
We don’t yet know what elements you’ll be able to test but I’m guessing Thumbnails, headline and description text will be three of them.
This could help you get more good quality viewers. Facebook are offering this for organic content so it’s clear they still have a strong focus on becoming the place where people come to watch video.
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