Recently, Facebook has made a lot of big changes that impact both brands and users. While change isn’t always beneficial for brands on Facebook, these ones appear to be smooth sailing. So what are they and why should we care? Allow us to break it down for you.
More than just a like
Facebook globally introduced additional reaction options for updates. In addition to the quintessential “Like”, users can now respond with emoticons that indicate “love,” “haha,” “yay,” “wow,” “sad” and “anger”. For brands and agencies, this provides a new level of insight of how users perceive the content they consume and new key performance indicators (KPIs) to use in optimizing content.
Advanced targeting for you and/or me
For those that use Facebook advertising, Facebook has opened up additional interest targeting logic to better reach your market. Now, you can target people using variables on one of three premises—include people who match at least one of the following, include people who also match the following, or exclude people who match at least one of the following. Using these three options, brands can get closer to the sweet spot of people who are ideal for your product or service.
Publishers need video love, too
Facebook is loosening its ban on reach for videos that are deemed overly promotional. Premium publishers like Buzzfeed and Pop Sugar will also be able to place their native content ads on the platform. This is another effort to position Facebook as an ideal video platform for publishers and content creators.
Bigger, Brighter Ads
Facebook recently added Canvas, a full screen mobile unit to its menagerie of ad placements. The new unit will provide an immersive landing page that can be set up with an intuitive self-service tool. Facebook also plans to roll this format out to Instagram in the later half of 2016. For brands, this creates a meaningful and engaging experience without having to code a separate mobile website or page.
All in all, these changes make way for brands to create meaningful and engaging moments for consumers to enjoy. Interested in how LAUNCH can help your brand connect in a powerful way? Be sure to contact us about our Facebook content and advertising capabilities.