Platform Five: This week’s most important social media changes (edition 157)

Platform Five: This week’s most important social media changes (edition 157)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Facebook Messenger introduces the ability to delete messages after they’ve been sent, Facebook is beginning to roll out 1:1 images for link ads and Instagram is trying to incorporate IGTV with the rest of the Instagram app.

Let’s take a look at these changes in more detail.

Facebook announced Instagram and Advanced Page analytics beta

A major announcement came from Facebook this week that will help marketers everywhere measure the impact that Instagram accounts and Facebook pages have on their bottom lines. Two new additions have been introduced to analytics, Instagram Account analytics and Advanced Page analytics which will help marketers answer questions like “how do these numbers actually relate to revenue?”

Learn more here.

IGTV videos can now be added to Instagram Stories

Instagram announced this week that all users will have the ability to share their IGTV videos directly to their Story. The feature works in a similar way to reposting Stories that they’re mentioned in and has previously only been available to business accounts. This change is a part of a broader effort to bridge the gap between IGTV and the rest of the Instagram app.

Read more here.

The ability to delete messages in Facebook Messenger is coming

Better late than never, Facebook has announced that they will be bringing their ‘unsend’ feature to Facebook Messenger. There’s a catch though, messages will only be able to be deleted in the 10 minutes after it has been sent. The feature will be useful if you’ve “accidentally send the wrong photo, incorrect information or messaged the wrong thread.”

Find out more here.

Facebook rolls out 1:1 image link ads

With the majority of users accessing Facebook through a mobile app, it makes sense for Facebook to be introducing 1:1 image previews for link ads. The advantages to a 1:1 link image over a 1:1.91 image is that it’ll take up more screen space and that ads will look less out of place when they appear in Instagram feeds.

Learn more here.

Facebook is expanding the ‘Breaking News’ tag to more countries

The Breaking News tag was introduced to help fill the gap left by the removal of the trending news section on Facebook. Australia has had the Breaking News Facebook tag for a while but now Facebook is expanding the test to include France, Germany, Mexico, Spain and the UK.

Read more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

Platform Five: This week’s most important social media changes (edition 155)

Platform Five: This week’s most important social media changes (edition 155)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

This week, Facebook is making a whole range of changes to ads and Ads Manager, Messenger received an update and Twitter is testing a range of new features to help encourage engagement on the platform.

Let’s take a look at these changes in more detail.

Facebook introduces new restrictions on ‘low-quality’ ads

Facebook has announced a new set of restrictions for brands that publish ‘low-quality’ ads. Low-quality ads are classed as those that include clickbait or direct people to ‘unexpected content’. Publishers who use these kinds of ads will have new penalties imposed on them.

Learn more here.

Messenger receives a makeover

Research conducted on behalf of Facebook found that simplicity was the most important attribute for messaging app users. Facebook has taken these findings on board for version four of Messenger. The old messenger had 9 tabs, making it difficult to navigate but Messenger 4 has just three: chat, people and discover

Find out more about Messenger 4 here.

Twitter’s testing new features to increase engagement

A few weeks ago, Twitter asked for feedback on their potential new reply formats that aimed to increase engagement on the platform. Now, they’re testing a few more features that will hopefully achieve the same result.

Read about the new features here.

Facebook tests video polls within ads

Live video polls were rolled out on a wider scale this month and are now testing the feature in video ads. For now, it’s only available to a select group of advertisers and there’s no news on when it might be rolled out more widely.

Learn more here.

Facebook announces new retention optimisation options for app marketers

According to Facebook, only 10-12% of users stay active for more than seven days after downloading an app. To help app marketers better reach users that are more likely to be engaged with their app, Facebook is introducing a new retention optimisation option to Ads Manager.

Find out more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

What You Need To Know When Starting Social Media Accounts

What You Need To Know When Starting Social Media Accounts

Currently, 60% of individuals use the internet more than 5 times a day, with 91% saying that Facebook was their preferred social media platform. These statistics show that the online community is a vital area companies should be taking advantage of to reach consumers.

Why should your business use social media?

Social media’s main purpose is to connect people. When businesses use social media, not only are they able to connect with their audience, their audience is able to grow.

In the Yellow Social Media Report 2018, over 50% of consumers highlighted saying that they are more likely to trust a brand if their social media is up to date, engaging and interact regularly with their customers through various online platforms.

Not only will businesses be able to grow their platform, they will also be able to monitor their competitors. It is important for brands to be aware of what their competitors are offering and working towards. If businesses are not silently following their competitors, it would be easy for brands to become unaware of what they are really competing against and potentially fall out of the competition.

What to consider before starting social media accounts

For a business to optimise online spaces, it is important that they begin with a clear and concise image of how their brand is going to look on each platform, and how to play to each platform’s strengths.

Each platform appeals to a different audience through its algorithms, features, usability and overall attraction. Businesses should consider the demographic they are trying to target and then decide which platforms will be beneficial for reaching their desired audience. In saying this, businesses should not fall into the trap of using only one platform. Although each platform has a particular demographic, this is only a majority of the individuals who use the platform. The smaller portion should not be ignored.

Once you have decided which platforms you want to use to enhance your business, you should begin to understand the basics of each platform’s algorithm. It is one thing to post on social media, but it is another thing to post effectively. For platforms such as Facebook, who work to make family and friend posts priority rather than business posts, it would be useless to post ‘normally’. These factors must be taken into account in order for posts to be seen and recognised.

When businesses first post content there will be a certain element of educated guesses as to when the best time to post is and the alike. This is one of the vital reasons why businesses need to be vigilant at monitoring their analytics. The important information that businesses that should be tracked are:

  • Optimal day and time to post
  • Reach
  • Engagement
  • Impressions
  • New users/viewers
  • Audience sources

This information will give businesses an overall view of their audience, how well their content is performing and what content has received the most traction.

How to make online audiences take advantage of offline opportunities

With all this information, how does a brand make their followers interact with their brand offline in terms of sales and creating profit?
The top three reasons why consumers follow brands on social media are:

  • Discounts
  • Give-aways
  • Product information

Social media should be used as an extension of an offline brand. It should be used to compliment and reach a wider audience, but not take away from their offline aspect. Brands and businesses should not be afraid to post information about their offline space in their online space as this will create a cohesive relationship between their social media following and their physical business.

Social Media Algorithms: How Twitter decides what you see

Social Media Algorithms: How Twitter decides what you see

This is the third instalment of Kamber’s fortnightly series on social media algorithms. This instalment follows previous research into the algorithms behind Facebook and Instagram.

Around 6,000 tweets are tweeted per second. That equates to approximately 500 million tweets being sent per day! With such high traffic on the platform, how does Twitter decipher what tweets you should be seeing?

Twitter’s timeline can be broken into three parts – ranked tweets, ‘in case you missed it’ and remaining tweets. The first two sections feature only a limited number of tweets with the bulk of what you see being displayed in the remaining tweets section. Twitter’s method behind this format is to cater for various user timeframes. It aims to show you the most important and interesting tweets in a short and concise format, while also catering to those who want to spend more time on Twitter and not miss any updates.

Algorithm breakdown

Machine Learning Algorithms (MLAs) are common among popular social media platforms such as Instagram and Facebook. Similar to these platforms, Twitter uses an MLA method, but only for the ranked tweets and the ‘in case you missed it’ section of the timeline.

An MLA aims to show you the content that will be most interesting to you. It works to eliminate what you will find irrelevant to keep you scrolling and engaging with the platform. On Twitter, this type of algorithm considers factors both about you and the tweet itself. Twitter’s algorithm aims to consider a range of factors which contribute to determining how relevant a tweet is to you. The algorithm ultimately assigns each tweet a relevancy score by considering the following factors:

  • The tweet itself – recency, the presence of media and total interactions
  • The tweet’s author – the strength of your connection to them based on your previous interactions
  • You – your previous interactions with the platform and the content you regularly search for / interact with

Now that we’ve cleared up how Twitter’s MLA broadly works, let’s look at it specific to the three parts of your timeline.

Ranked tweets

The first section you see when you open your timeline is the tweets that are categorised by their MLA relevancy score. The higher a tweet’s relevancy is, the more likely it will be displayed in this section.

This initial section focuses on your interactions with the platform. The MLA monitors what content is common amongst the tweets that you click on, retweet, comment on and like. It also monitors who you are interacting with through the platform. All this information is collated and used to determine what tweets reflect what you are interested in the most and thus, used to determine what you should see in this section.

‘In case you missed it’

Never seen this section before? Well, that’s because it is only shown to people who have been inactive on Twitter for a lengthy period of time. The aim of this section is to show you a few important tweets that may be very relevant to you but classified as ‘too old’ to be in the first section of your timeline. The MLA analyses content in a similar matter to the previous section but works with a pool of tweets that exclude tweets that will be featured in the first section as well as ones that have an older timestamp of a few hours, days or even weeks.

Remaining tweets

This section is surprisingly different from the previous two in terms of how it orders the tweets from those you follow. To order the tweets that have not been featured in the ranked tweets or ‘in case you missed it’ sections, Twitter uses a reverse chronological ordering method; the most recent at the top and then descending into older content based on the time that the tweet was posted.

Tweets that feature at least one hashtag are proven to perform 16% better than tweets without. #socialmedia Click To Tweet

On the surface, your timeline looks relatively straightforward, but behind the scenes, Twitter’s algorithm works constantly and almost instantly to provide you with the most relevant and up to date content.

Which MLA based platform do you prefer – Twitter, Instagram or Facebook?

What Are AMP Stories and What Do They Mean For Your Website?

What Are AMP Stories and What Do They Mean For Your Website?

More than 5 billion Accelerated Mobile Pages (AMP) have been created since they were launched in 2015. So what are they? AMP is designed to provide mobile users with web pages that load instantly by simplifying the HTML, JavaScript, and Content Delivery Network (CDN).

Now Google has launched the latest chapter of AMP: AMP Stories.

 

 

AMP Stories are designed to be immersive, tappable, full-screen content; like you see on Snapchat and Instagram stories. Until now, AMP has only been suitable for mobile, but Google has rolled out desktop support which will allow these stories to be supported by any kind of device.

Traditional AMP relies on text-driven content but stories are designed to be “visually rich”, relying heavily on images, videos, and animation to tell the story. This means instead of reading a news article, for example, users can opt to tap through the visual AMP story and absorb the main points in a more dynamic way and in a much shorter timeframe.

What does that mean for your webpage?

Like traditional AMP, stories have the potential to positively affect your SEO. Google has long adopted a mobile-first initiative. In addition to that, Google announced that from July 2018, loading speed of mobile websites will be a ranking factor in mobile searches.

From July 2018, loading speed of mobile websites will be a ranking factor in mobile searches Click To Tweet

Are these stories worth looking into? Definitely. Any business with a content strategy should be able to incorporate the stories into their existing plans – think tutorials, product reviews, lists etc. AMP stories have the potential to improve user experience and help brands deliver content in a captivating way.

The Best of 2017 in Technology, Content and Culture

The Best of 2017 in Technology, Content and Culture

End of year means the inevitable flood of ‘top’, ‘most’ and ‘best’ lists, along with the obligatory predictions for what’s to come next year.

Here at Kamber we’ve been keeping our eyes on the best of the best in technology, content and culture from Australia and around the world. Here’s what’s caught our attention – all conveniently curated in one place for your enjoyment.

Happy Holidays – bring on 2018!

Google’s most searched 2017
The top trends data reveals that we’re mostly asking Google ‘how’, seeking to make sense of the world around us. Sport was the single most searched topic in Australia.

The most shared Facebook content
The team at BuzzSumo supply a nice wrap up with insights broken down by sector. Not everyone can break the internet like some of the content featured, but there’s important and valuable lessons for content marketers in here nonetheless.

Facebook Australia’s most discussed topics
When planning and developing content it’s always great to know what’s resonating and what people are looking for. Facebook Australia’s most discussed list for Australia in 2017 is a great insight into just that.

Twitter Australia’s most discussed topics
Not to be outdone by Facebook, Twitter Australia also released its most discussed topics list… and there’s some differences in there. Not to spoil it for you, but politics and marriage equality topped the list.

Apple’s apps of the year
Chosen by App Store editors, this list crosses a heap of themes (from photography to mindfulness) and will definitely pique your curiosity. Give some of them a try over the festive season break!

100 Best Android Apps of the Year
Not an Apple user? We’ve got you covered – this top 100 from Digital Trends covers everything from productivity to news and sports.

Car of the Year
Never heard of a Skoda Kodiaq? You have now – and news.com.au’s team of reviewers think it’s pretty darn good.

Albums of the Year
The team at BBC’s 6 Music has spoken – this is what your ears should feast on over the festive season. Enjoy!

TIME Person of the Year
Yes it’s already been reported far and wide, but we love it. Here’s to all the silence breakers.

Netflix’s Most Binged Shows of the Year
Check how your bingeing compared to others and add to your ‘must watch’ list for the festive season.

Pantone’s Colour of the Year
Pantone has spoken – Ultra Violet 18-3838 is where it’s at in terms of colour for 2018. Get familiar with it – you’ll be seeing A LOT more of it in the year ahead.

The New Yorker’s Best Podcasts of 2017
It’s been a great year for podcasting – feast your ears on these recommendations from The New Yorker.

Best books of 2017
The esteemed panel at The Guardian has put together a formidable list of reads featuring something for everyone.

Best memes of 2017
Who doesn’t love a good meme? Here’s 50 of the best courtesy of Thrillist.

Best new TV shows
Netflix ain’t the only one serving up binge-worthy content – Paste Magazine has compiled its best 17 from across TV-land this year.

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