Creating engaging social media content and accurately reporting its performance can often prove a tough challenge for businesses. In response to this, Facebook’s latest tools aim to improve the quality and accuracy of brands’ social representation.
Facebook for Business has announced the launch of its ‘Creative Accelerator’ tool, which helps to enable brands in unlocking new opportunities through what it has termed ‘personal storytelling’. Drawing on the fact that a powerful story has the ability to break through a number of boundaries – geographic, linguistic, technological, and cultural – personal storytelling tailors content to a specific market, taking into consideration their demographics and preferences.
With the rapid adoption of mobile phones in high growth countries, there is now a vast opportunity to publish content that is both relevant and directly meaningful to people. The Facebook Creative Shop is working with several clients and their agency partners to achieve this vision. Samples of this work include posts by Coca-Cola Kenya and Nestle Everyday India who have created content that flows together, producing a seamless user experience. Factors to be considered when generating this content include users who may have a low-end smartphone, as well as cultural norms or gender. Whilst users often experience campaigns with generic content, it is likely we will begin to see content which, although it has an overarching theme, is tailored specifically to different social groups; in this way improving its market relevance and penetration.
Facebook has shared learnings from these roll-outs, highlighting the need for brands to accommodate the differing capabilities of devices. In addition, the creation of engaging content will make it increasingly important to report and analyse the success of the posts in an accurate and meaningful way.
Several days ago, Facebook also announced it will be changing the way Page Likes are recorded. As of 12th March, the total number of Likes a Page has will now exclude any inactive profiles; this means brands should expect to see a slight dip in their numbers. What this hopes to achieve is more accurate data, allowing brands to truly understand who their following is.
Overall, this news has been well received by Page owners, as it is likely to uplift engagement figures and provide a more accurate reflection of overall user engagement. As the Likes for individual posts do not report from inactive profiles, data will now be more consistent overall, making the reporting process even more transparent. Of particular note, users who re-activate profiles will be automatically re-added to the Page’s Likes figure.
While brands begin to work with these updates and features, one thing’s for certain; in order to build successful social media campaigns brands must fully understand their active user base.
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