Archive for April, 2016

What implications will Facebook’s latest updates have on marketers?

Tuesday, April 26th, 2016

facebook eyeballFacebook has made some new changes to its News Feed. The changes are so subtle that, like a gentle breeze, you may not have even noticed.

In an effort to improve overall user satisfaction, Facebook asked thousands of people daily to rate their experiences and make suggestions on how the News Feed can be improved. The survey was called the “Feed Quality Program.” After collecting and analyzing the data, Facebook discovered that what people share, comment, click on or like on their News Feeds doesn’t always tell the whole story as to what they are interested in viewing.

For instance, if a family member dies or there’s been some horrific natural disaster, those stories will be meaningful and important to a user; but he or she is not going to “like” the content. This does not mean the person won’t want it on their News Feed.

In an effort to better determine what stories, posts and articles are important to users Facebook is now factoring in the amount of time a user spends reading a post.

To make the process even more streamlined, Facebook can also take into account the time between clicking on an article and reverting back to the original News Feed. For example, if that time is a matter of seconds, that would suggest that the article wasn’t what he or she expected.

In addition, the clock doesn’t start ticking until the post or video has loaded to better gauge how much time is actually spent on one post. With all this data, Facebook will give users more of what they’re actually reading and watching.

Users will no longer need to weed through the uninteresting posts to find something appealing to their own personal tastes. Everything of interest will be there from the moment a user logs on.

The update could have positive and negative implications for marketers, as well. For one, marketers can rest easy knowing that information pertaining to their products or services is only being viewed by those who actually care about it and are interested in it. In short, marketers will be able to target their specific client base.

Here’s the caveat: marketers could be losing out on potential customers. There will be some people who will never hear about your product or service, people that might have turned into customers if only they saw your post.

If you want Facebook users to see your post, we suggest creating an enticing and eye-catching headline complete with rich content. This will not only get users to click on your post, but also continue reading. It’s easy to get clicks, not so easy to get people to keep reading.

That’s why at McKenzie Worldwide we work hard to develop content for our clients that is interesting to readers and compelling enough to promote brand engagement.

Bottom line, the longer people read your Facebook posts, the more news from you they will see.

Instagram’s new change will force brands to focus on quality content

Monday, April 11th, 2016

InstagramIn the next few months, Instagram will be unveiling a slight “timeline tweak” with a new algorithm. Don’t panic! This change will actually be a good thing for brands.

Currently, the photo and video sharing platform employs a chronological timeline. This format optimizes a post based solely on its popularity, which is great for people who only look at the number of followers and not the quality.

The new algorithm, on the other hand, will take into account the relationship between a poster and a viewer and reward them for interacting with each other. Oh, the horrors! You mean that now we actually have to engage with our audience? Seriously… communicating with each other is obviously a great thing for brands. This change will encourage marketers and brands to produce high-quality content that speaks to their audience.

However, many people in the blogosphere and on social media are not too happy about the extra work this Instagram change will entail. Let’s face it, creating quality, compelling content that engages your audience is no easy feat. But, at McKenzie Worldwide we are extremely happy about this change and the end of the “filler” posts that some companies think will work on Instagram on other social media platforms.  Why are we so happy? Because at our agency we specialize in creating high-quality content that’s compelling and engaging. We also specialize in developing overall social media programs that increase the level of engagement with your customers.

Look at it this way: If you have 5,000 Twitter followers, but the majority are scams, fake or are irrelevant to your brand, does it really matter that you have that many? Isn’t it much better to have 1,000 loyal followers who are engaged and active with your brand or company? What’s needed most and seriously lacking these days for brands is loyal, interactive and engaged followers.

Like a great teacher, Instagram is not letting people strive for mediocrity. The social media company is forcing brands to get more creative, produce high-quality content and engage with their audience. Perhaps we will start seeing less “junk” on the Web. One can only hope.

Here at McKenzie Worldwide we have a team dedicated to producing high-quality, engaging and compelling content for your brand. Give us a call to see how we can help you build trust in your brand!


Ping blog