While Facebook roles out live video streaming, branded
content and instant articles, companies, especially marketers, have to
recognise these new feature’s powerful potential.
These latest tweaks continue to transform Facebook marketing,
allowing us to make advancements on social and how we effectively engage with our
audience, but also making it challenging to always stay abreast.
Live video is booming. Watching a video on a ‘real-time’
scale adds a valuable experience – but is it really just another gimmick so we
record, watch and share more video? And don’t forget we have Twitter bragging
about its live app, Periscope, and soon to announce its own smartphone-based
live video is Google’s YouTube.
Though Facebook live video has the added targeting ability, allowing
us to specifically stream videos in Groups and for Events.
Streaming for groups allows you to directly choose or have
influence over who sees your video. “While regular users will love the ability
to go live just to their family or other invite-only groups, marketers will be
thrilled at the ability to broadcast live video content with pinpoint
targeting,” SMK
article states.
With live streaming for events, people can RSVP and continue
to receive notifications when the video stream is live. Again, a positive for
marketers having the additional knowledge of your particular audience making it
a bit easier to create very targeted videos and niche content.
Facebook has also advanced the available metrics for
tracking live video performance. Two new available insights include; Live
Broadcast Audience which tells you the total number of unique people who watched
the video while it was live, and Viewers During Live Broadcast which is a visual
representation of the number of viewers during each moment of live broadcast.
Meanwhile, Facebook has quietly updated its policy
to allow posting ads in the form of branded content – a big boost for
influencers and marketers. This new tool and policy update makes it easier to share
a wider range of branded content and direct readers back to your page, with
added access to data to see how well the post performs.
Last new Facebook update to mention is Instant articles. Publishers
are now able to publish native ads as Instant Articles, creating the added
flexibility to publish posts and gain a higher reach whilst on a very
user-friendly and clean looking site. “Facebook’s Instant Articles format gives
content publishers the ability to present their content to Facebook users via a
quick-loading, uncluttered
format that looks a lot like it would on the
publishers own website”. SMK
article.
These updates aren’t going to be the last – marketers, keep
up!
After finishing University with a degree in Business
Marketing, I decided to make a big jump across seas for the first time and move
from the east coast of America to Sydney, Australia. I landed my first job in a
sales position in the event industry and soon thereafter moved into a marketing
assistant role – following I had the pleasure of interviewing with Akolade which
got me to where I am today.
Akolade is a fun, innovative company that brings together
people from different walks of life to implement change. As the Marketing
Manager, I have the pleasure of wearing many hats which motivates me to succeed,
reach people in an array of avenues, grow our events to their full potential,
and raise our story. As for me, I am a kind dedicated woman who loves to work
hard, exercise, cook, be social and have some fun.
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