Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team
Hello Everyone!
Highlighted below are some emerging trends and insights that maybe of interest to you:
United States
Channel Insights
Social
- Facebook wants to de-emphasize click-throughs and put more focus on engagement. (Facebook)
- The key point is that social “signals” — Likes, retweets, etc. — are becoming a much more powerful force in determining user behavior online and therefore engagement plays a more critical role.
- This move toward social networks and socially driven engagement as a form of advertising is changing the search landscape as internet users are being influenced more by the recommendations and social signals of their friends.
- However, to prove that advertising on Facebook makes sense for brands, Facebook has to show there’s something else to be gained than just prompting users to click on a banner ad.
- The problem is that many advertisers haven’t yet made the leap to seeing “likes” and mentions of a brand as being worth as much or more than a click-through.
- Understanding the New Facebook 'Page Insights'. (Facebook)
- With Facebook's new page insights, brands can see how the messages they put on their page reach people throughout the Facebook network, and they can also optimize for the messages -- whether they are photos, videos, questions, etc.
- Marketers should use Page Insights to improve how much people share content on a brand's Page with others – which in turn increases virality and reach.
- Marketers should analyze the new post analytics data to see what content creates the most engagement and do more of that to increase virality and brand awareness which will drive growth and adoption amongst friends of fans.