Earlier this week, Twitter announced a new feature called ‘Stickers’. Essentially, theses are a mash-up of hashtags, emoticons, and Snapchat filters all in one easy-to-use photo features.

Like hashtags, stickers are also searchable. After you use one you can then click on the sticker to view a newsfeed of other users who have used the same sticker. Because of the search feature, Twitter stickers could be more useful to brands than Snapchat’s filters.

Similar to Snapchat filters, Twitter’s stickers are a fun way to personalize pictures.

Connect your photos to the world with a visual spin on hashtags: tap #Stickers to peel back a fun new way to search. pic.twitter.com/YVy7r53Nja

— Twitter (@twitter) June 27, 2016

How Could Brands Use Twitter Stickers?

While they might seem like nothing more than another silly way to personalize photos, the search feature makes Twitter stickers extremely interesting for brands, particularly if Twitter offers sponsored stickers, similar to Snapchats sponsored filters.

Image if Finding Dory sponsored a fish or aquarium sticker. Pixar could then easily engage with users who use the sticker by retweeting and sharing GIF collections of their favorites. They could then retarget those users with ads to purchase a DVD of the movie or collectibles. They could even add a photo backdrop that interacts with the sticker in the theater to encourage users to share what are essentially branded photos.

Currently, Stickers are rolling out to a limited number of users. Sadly, I am not one of them. This tweet from Linda Jiang, Strategy and Operations Program Manager at Twitter, shows how much fun we could be having:

Tuesday Mornings at SF Media! pic.twitter.com/2NUwmKzXQf

— Linda Jiang (@lindaj) June 28, 2016

Source:  https://www.searchenginejournal.com/twitter-announces-stickers-emoticons-snapchat-filters/167117/

Categorized in Social

Venture capitalist Jim Breyer knows a bit about the next big tech revolution. He backed Facebook when it was just a baby in 2005. The social network is now worth over $326 billion.

So where should you be putting your money next? Into artificial intelligence, according to Breyer, an area which will create more wealth than that made for internet and social network investors.

Breyer expects artificial intelligence to transform content and the film entertainment business."

"Ten years from now, it will have even more significant wealth creation, stockholder appreciation opportunities, than what I believe we saw in social networks in 2005 and internet investing in 1995," Breyer told an audience at the Viva Technology conference in Paris on Thursday.

Breyer was a former board member of Facebook and is still a significant shareholder. Through his firm Breyer Capital, he has also invested in a number of other companies including music streaming service Spotify and movie production start-up Legendary Entertainment, which was recently acquired by Chinese conglomerate Dalian Wanda for $3.5 billion.

At Legendary Entertainment, Breyer said he saw the use of artificial intelligence which has the potential to revolutionize the industry. Legendary Entertainment was behind the blockbuster movie "Interstellar" and Breyer explained how artificial intelligence was used to get the trailer right.

"We applied statistics, machine learning, and a small group of data developers to analyze how that first trailer of Interstellar was received on Facebook, Instagram and other social networks. We then used that data to inform us on how that second trailer should look and the final trailer," Breyer said.

"What really mattered for us, how many theaters should we open in, where should we open, how should we market, and where a 150 million (dollars) might be used typically for a marketing budget for a film, narrowing that down to perhaps 100 million (dollars), and using advanced analytics, artificial intelligence, human-assisted learning, with the data...it's far less costly, fare more effective."

The technology will also be used to inform casting decisions, budgets, and other aspects of making a movie Breyer said, who predicted that the movie industry will be "revolutionized by artificial intelligence".

Source:  http://www.cnbc.com/2016/07/01/ai-will-be-a-bigger-than-social-networks-internet-early-facebook-backer.html

Categorized in Science & Tech

By the end of 2017, Facebook’s messaging app will look a whole lot different. Apart from a better messaging experience, this may also mean the end of phone numbers as we know it.Facebook messaging products’ vice president David Marcus believes phone numbers will eventually become obsolete as a form of communication

In an interview with Time magazine, Marcus said he believes chat apps will become so popular that they will replace phone numbers.

“The real question is, in a couple of years if you will need a phone number on a business card? Or if you’ll need a business card at all for people to find you,” the Facebook executive said.

“It’s a profound change actually, and I believe it’s really happening. People used to call your house, they didn’t call you. And so we went from calling your house, to calling your number, to calling you for real. It’s an interesting evolution,” he added.Revealing Facebook’s ambitious plans for this year, Marcus said by the end of 2017, Facebook’s messaging app “will look a whole lot different.”

Apple introducing new iMessage features to take on competitors

Speaking about the new Facebook Messenger inbox layout, which will show information like your friends’ birthdays as well as which of your friends are active on Messenger at a given moment, he said, “We believe birthdays are actually a really important thing, especially for your close friends. Birthdays, for [most] of your friends, you’re probably more inclined to write on their Facebook page.”

However, in some cases, you might want to message your friends on their birthdays but may not want to disturb them by calling. That’s where Marcus believes Messenger’s ‘Active Now’ feature will come in handy. As opposed to phone calls and texting, which are involved processes, ‘Active Now’ feature ensures that the friend you want to talk is available to chat, he explained.

Responding to a query regarding introduction of a reaction tool in Messenger, like tapping on a piece of dialogue to like it similar to the one announced by Apple recently, Marcus said it is on their long wish list to make group messaging better.

There’s a football game hidden inside Facebook messenger

The Facebook executive also hinted at the possibility of rationalising notifications to differentiate between those from humans versus chat bots. However, Marcus held that most of the notifications that we receive are from friends and further, one can preview the notification to know what it is. But, “If there are lots of interactions that actually notify people a lot, we can mute these notifications, or we can group them. Right now it’s not a problem, it’s a hypothetical future problem,” he said.

With reference to his blog post from January, in which Marcus revealed that there are innovations coming to Messenger this year, he said voice and video calling feature to Messenger was the first step in that direction.

“We’re really intrigued by, what are the next forms of real time communication? So we’re thinking about how do we actually reinvent a little bit those real-time communications,” said Marcus. However, he refused to give any hint about what’s coming next.

There’s a football game hidden inside Facebook messenger

Further, he said, Facebook is also considering investing in making photo sharing inside Messenger better.

Apart from that, Facebook is also looking to make groups a lot better. “We just want to make sure groups are really easy to create, that everybody can be included in them, and that they’re easy to find. I think it’s a really good group product, but I think it can become an awesome group product,” he added.

Explaining why companies like Apple, Google and Microsoft are making efforts to improve their chat apps, Marcus said one of the biggest factor is that people now spend more time on messaging apps than ever. Currently, over 900 million are on Messenger, while over a billion on WhatsApp. Marcus also said there was a time when SMS was a big thing. While it was instant and easy, he argued that in terms of capabilities SMS was very narrow.

Now, the prevalence of broadband connectivity on devices is allowing devices and operating systems to expand exponentially. “And as a result you can build compelling experiences inside messaging apps that solve a lot of the real problems, like the friction involved in downloading, installing and signing up for an app all the way to the shortfalls of the mobile web,” he added.

Source:  http://tribune.com.pk/story/1125313/facebook-going-kill-phone-number/

Categorized in Social

As marketers, writers and crafters, we spend hours on bringing our content ideas to life and after all that effort, want our content to be seen.

Writing powerful social media copy to grab people’s eyes and win their hearts is a challenge, though. And often, when our content isn’t breaking through the noise we can fix it with a few slight edits and tweaks.

Editing content and copy is a key part of the creative process but is often overlooked. In this post, I’d love to share 11 editing tips and tricks to help you take your social media content to the next level.

Ready to jump in?

Here we go…

These 11 powerful, uber-specific editing actions will help you make your social media copy more addictive, engaging, and compelling.

1. Focus on the Reader

When you’re creating social media content, you face stiff competition for attention. Friends, family, celebrities, other brands and more are all vying for your reader’s attention on social networks. If you’d like to stand out and be seen, it’s important to create your content with the reader in mind.

Instead of focusing on ‘you’, try putting emphasis on the reader. For example, in a post about launching a new product we could say:We’ve just launched our new product, Buffer for Video.

But the focus of this copy feels a little off. We haven’t shown why the reader why they should care or how this post may be helpful to them. Something like the below copy could be better.You can now upload, share, and schedule video from Buffer to all your social media networks. Upload once, share everywhere!

11 Simple Edits to Improve Your Social Media Content | SEJ

2. Build Curiosity

Building curiosity is an incredibly powerful technique to help improve your copy (especially if you’re trying to get people to click on and engage your social media posts).

In its simplest terms, curiosity is triggered when people feel there is a gap between what they know and what they want to know. Professor of Economics and Psychology, George Loewenstein, is an expert in curiosity. He conducted a study into what triggers high levels of curiosity and discovered that it peaks when:

something violates our expectations (often curiosity is triggered by challenging common beliefs)teases a gap in our knowledge (AKA, the “information gap”)
it’s not overdone (curiosity can get someone to click a headline, but it won’t keep them on your site forever)

Here at Buffer we understand our audience tends to be interested in becoming better marketers and figuring out how they can use social media to attract more traffic, links, and customers to their business. We could run a Facebook post with copy like:

Why Facebook Reach is Dipping For Everyone

It might grab some attention but I have a slight hunch most people will probably feel they can live without clicking on this post.

However a headline like:

Facebook Reach is Declining: Here’s What to Do About it in Just 15 Minutes Per Day

Could be more effective for a few reasons:

The reader may feel there’s an information gap around how they can combat declining reach on Facebook
there’s a promise to solve a problem (increasing your Facebook reach)
it may go against common beliefs (you won’t need to spend all day implementing these tips)

Another example could be:

Check out these great Facebook marketing tips

This is cool, but there’s no hook and nothing to spark curiosity. As a reader, I may think: “Maybe I already know these tips…” 0r “I probably don’t need to click this…”

I feel like this one could work a little better:

11 Facebook tips and tricks you probably don’t already know (and how they work for real-life businesses)

The wording above feels like it opens up a much bigger information gap, “you probably don’t already know” indicates that the content may be new or a little different to what the reader already understands about Facebook. And using “real-life” also shows that these tips and tricks are working for other business, so by not clicking you could be missing out.

Here’s a real-world example from Shopify:

11 Simple Edits to Improve Your Social Media Content | SEJ

3. Treat Each Post as a Story

Stories are an extremely good way to connect with people. Stories draw readers in and engage them. And when it comes to writing social media copy, a good trick is to treat each post as a story with characters who carry out actions.

Let’s say you’re experiencing a little downtime on your website, you may share a Tweet or Facebook post along the lines of: Apologies for the disruptions – our website is experiencing some technical difficulties right now.

When you break down this sentence there are three characters in play: ‘we’, ‘our website’ and ‘you’. However, each character’s actions aren’t really covered. A better option could be:

Apologies, you may experience a few issues getting onto our website at the moment, as we’re having some technical issues. We’re working on a fix and will let you know when we’re back up and running.

This version makes the story and how it affects each character a little easier to digest:

Our website: is experiencing technical issues

You: won’t be able to access for a little while

We: are fixing it and will let you know when normal service is resumed

4. Focus on Value

Before you share anything to social channels, stop to think about value and ask yourself: Why are you sharing this? Why will people care? What’s the value in this for our fans?

People like to be able to justify their actions and have an underlying reason for them as Dr. Robert Cialdini, explained in his book, Influence: “A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.” And social media is no different. Every click, Like or Retweet will be triggered by some kind of value or reason.

In your social media copy, try to focus on the value for the reader and make it clear why they should care about your post. It’s also worth focusing on value with any calls-to-action within your social media content. For example, instead of ‘click now to read more,’ you could try something that promises a little more value, like ‘discover more insights.’

The below post from Evernote clearly displays the value for the reader:

11 Simple Edits to Improve Your Social Media Content | SEJ

5. Keep a Consistent Voice

Customers get to know a company’s personality through social media and across every social media post, it’s important for the company’s personality or voice to be consistent.

Mailchimp is a great example of a brand who keeps their voice consistent across all channels. They even have a website dedicated to explaining how they speak with customers.

We were hugely inspired by MailChimp’s voice-and-tone guide and have published a tone guide for how we write for our customers in emails, on twitter, with product messages, on our blog, and everywhere else we might interact. Our tone guide explains:

We are grateful for our customers. We have great respect for them. We listen. We are open for the next communication. We are here for them.In all customer communications, they’re doing us the favor. (Not the other way around. :))

To the customer, our language and tone say: I am grateful for you. I have great respect for you. I am listening. I am open. I am here.This guide helps us whenever we communicate with customers and can be great for helping us create copy for social media posts.

6. Write in Second Person

Brilliant social media copy speaks to readers on an intimate level. And second person is the most engaging narrative mode because it feels personal. Pronouns like “you,” “your,” and “yours” help us to connect with our audience through words.

Crafting engaging, intimate copy that entices readers to take action is extremely difficult to do, but thinking about things in second person is a great starting point. For example, instead of:

Here’s the lowdown in Instagram’s new features

You could say:

Want to master the latest Instagram features? We’ve got just the thing for you…

Here’s a great example from Shopify:

11 Simple Edits to Improve Your Social Media Content | SEJ

7. Use a Copy Formula

Writing catchy, captivating social copy is hard work, especially if you’re trying to share multiple posts across different platforms every day or putting together a content calendar.

Finding a great copywriting formula that works for you—whether it’s a storytelling formula, a headline formula, or any other—can be a big-time productivity boost and help you nail down some amazing, eye-catching posts.

One of my personal favorite formulas is the Before – After – Bridge (one we use frequently here on the blog). Here’s how it works:

Before – Here’s your world …

After – Imagine what it’d be like, having Problem A solved …

Bridge – Here’s how to get there.

First, you describe a problem, followed by a world where that problem doesn’t exist, then explain how to get there. I love its simplicity and versatility, at Buffer we use it for blog post titles, social media updates, email subjects and much more.

For example:

11 Simple Edits to Improve Your Social Media Content | SEJ

8. Keep it Simple

Social media posts don’t need to be a work of literary art. People have incredibly short attention spans online and often it’s more effective to be short and concise with your copy. Try to lean towards short, simple words, for example:

show instead of indicate

get instead of secure

best instead of terrific

When it comes to social media content, simple is beautiful. Sometimes all you may need is a one or two-word caption to inspire action from your audience. Here’s a great example from The Next Web:

11 Simple Edits to Improve Your Social Media Content | SEJ

9. Add an Emoji (or Two)

It’s no longer just teenagers or younger people who are using emoji’s – they’ve reached the mainstream.Over 6 billion emojis are sent every single day and according to Swyft Media, 74 percent of people in the U.S. regularly use stickers, emoticons or emojis in their online communication, sending an average of 96 emojis or stickers per day.

When it comes to social media posts, emoji’s can make a huge difference to your post performance as an Amex Open Forum study on Facebook engagement discovered:

Posts with emoticons receive a 33% higher share rate.

Posts with emoticons receive a 33% higher comment rate.

Posts with emoticons receive a 57% higher like rate.

When you’re editing your next post or putting together your content calendar, it could be worth playing around with some emoji’s to see how they fit in with your copy.

11 Simple Edits to Improve Your Social Media Content | SEJ

10. Ask a Question

You know that amazing feeling where you’re having a great conversation with a good friend? They’re listening to you, taking it all in and sharing thoughtful replies and questions. Great social media posts can provide that exact feeling, too.

To truly engage with your audience and build genuine connections, try to see social media as an opportunity to start a conversation. Every single social media post you share can make a lasting impression with someone if you use the right copy and really connect with them.

Questions are a great way to bring your reader into the conversation and increase replies and comments on your content. For example, instead of posting:Here are the most popular 360 videos on Facebook

You could try something like:

Have you watched any 360 videos on Facebook yet? Here are the most popular

11. Play With Punctuation

The rules around punctuation can get extremely complicated. But the truth is, you don’t need to know the difference between a serial comma and an Oxford comma to write a great social media post.

Feel free to experiment with punctuation a little in your content and don’t worry about being 100% correct with every comma or exclamation mark. As long as it feels good and reads nicely, you’ll be fine and including a few extra marks could even increase your engagement as Hubspot discovered:

Posts with exclamation mark (!) see 2.7% more interactions on average
Posts that ask questions (?) garner 23% more engagement on average

Over to You

It isn’t easy to edit content and make it stand out. But hopefully, the extra time and effort put into refining each post you share will be worth it.

Sometimes you’ll have to be a little ruthless and chop some copy away. Other times all it may take is one exclamation mark (!), or an emoji...

Categorized in Social

Social media has overtaken television as young people's main source of news, according to a report.Of the 18-to-24-year-olds surveyed, 28% cited social media as their main news source, compared with 24% for TV.

The Reuters Institute for the Study of Journalism research also suggests 51% of people with online access use social media as a news source.

This trend and the rising use of mobile phones to access news are undermining traditional business models.

Chart showing that more people now access news from social media in the US, but most use news apps in the UK

The report, now in its fifth year, is based on a YouGov survey of about 50,000 people across 26 countries, including 2,000 Britons.

In its introduction, the report says "a second wave of disruption" has hit news organisations around the world, with "potentially profound consequences both for publishers and the future of news production".

Analysis: Rory Cellan-Jones, BBC Technology correspondent

For older media organisations struggling to find a profitable path in the online era, there is little comfort to be found in this report.Under 10% of readers in English-speaking countries have paid anything for online news in the past year - so advertising looks the only sustainable business model.

No wonder, then, that the march of the ad-blockers is seen by some news businesses as a threat to their very survival.And while there still seems to be a big appetite for news, it is to social-media platforms that users are increasingly turning to find it.

This means Facebook is the most powerful force in global news, potentially offering publishers access to vast audiences but leaving them dependent on the whims of its algorithm.

The good news for the old media is it is still producing far more of the heavyweight news stories read by the online audience, with readers turning to the newcomers for softer fare.

The bad news is that making money out of the expensive business of serious journalism is getting ever harder.

Chart showing that Facebook is the top social network for news out of 26 countries surveyed.

Facebook and other social media outlets have moved beyond being "places of news discovery" to become the place people consume their news, it suggests.

And news via social media is particularly popular among women and young people.
Meanwhile, sales of printed newspapers continue to fall, while consumers remain reluctant to pay much for online news content.

The study found Facebook was the most common source - used by 44% of all those surveyed - to watch, share and comment on news.

Next came YouTube on 19% , with Twitter on 10%.
Apple News accounted for 4% in the US and 3% in the UK, while messaging app Snapchat was used by just 1% or less in most countries.

Facebook has recently been embroiled in a row over whether its trending topics section - which is edited by humans and designed to highlight the subjects being discussed by users around the world - was suppressing stories that supported conservative political viewpoints.

The social media giant strenuously denied the accusations, and an internal investigation found no evidence of bias - but it did make a number of changes, including:

updating terminology in its guidelines to human reviewers
giving more oversight to the review team no longer relying on lists of external websites and news outlets to assess the importance of topics in stories

News by algorithm

According to the survey, consumers are happy to have their news selected by algorithms, with 36% saying they would like news chosen based on what they had read before and 22% happy for their news agenda to be based on what their friends had read.

But 30% still wanted the human oversight of editors and other journalists in picking the news agenda and many had fears about algorithms creating news "bubbles" where people only see news from like-minded viewpoints.

"People like the convenience of algorithms choosing their news but are worried about whether that would mean they were missing out on key points or challenging viewpoints," said lead author Nic Newman.

Percentage who have paid for online news in last year

Norway 27%

Poland 20%

Sweden 20%

Italy 16%

Denmark 15%

Finland 15%

Japan 12%

Netherlands 12%

Belgium 12%

France 11%

Switzerland 10%

Australia 10%

Spain 10%

USA 9%

Ireland 9%

Portugal 9%

Canada 9%

Germany 8%

Hungary 8%

Czech Republic 7%

Austria 7%

Greece 7%

UK 7%

The other big change noted by the research was the continued rise of smartphones to access news.

Most of those surveyed said they used a smartphone to access news, with the highest levels in Sweden (69%), Korea (66%) and Switzerland (61%), and they were more likely to use social media rather than going directly to a news website or app.

Chart showing that more people surveyed in the UK now access news via mobile rather than desktop

The report also suggests users are noticing the original news brand behind social media content less than half of the time, something that is likely to worry traditional media outlets.

Such outlets "cannot afford to ignore social media, especially if they want to reach young people and women", said Mr Newman, but he admitted that created a dilemma.

"In doing so, they risk losing control of content and that relationship with the reader which can drive them to other content, so they have to balance using social media platforms with building up a loyal user base of their own," he said.

The report is supported by BBC News, Google and Ofcom, among other partners.

Source:  http://www.bbc.com/news/uk-36528256

Categorized in Social

In case you’re feeling out of the loop when it comes to all the fuss surrounding Instant Articles in recent weeks, let’s get you caught up. At its essence, Instant Articles is a distribution platform that allows publishers to distribute their content as native media within Facebook’s mobile app.

Last spring, Facebook launched a pilot of the platform with a select few premium partner publishers, which included The New York Times, BuzzFeed and The Atlantic. And as of last month, the platform is available to everyone. Instant Articles allow you to share content just like you would on your own website – but with interactive elements designed to enhance the mobile viewing experience. The content is accessible to Facebook users on Android and iPhone.

Best of Times or Worst of Times?


Facebook is adamant that Instant Articles are better for publishers because they’re better for end users, simply because they take far less time to display on audience members’ screens – up to 10 times faster than your own hosted mobile website. Instant Articles are HTML 5 documents are optimized for quick rendering using Facebook’s technology.

Publishers, on the other hand, are unsure. Many are wary of the platform and understandably so. There are fears over the pitfalls associated with “digital sharecropping,” increasing your business’s dependency on someone else’s property. Content professionals have been burned in the past by changes in Facebook’s algorithm causing organic reach and Facebook referral traffic to plummet, so there’s little justification to view Zuck and company as a strategic Partner.

 

 

There’s also plenty of uncertainty across the media industry surrounding the viability of monetization models in the age of desktop browser ad blocking and mobile advertising’s transparency woes.

Depending on what you’re aiming to accomplish with your content, Instant Articles may be a viable solution for you. If you’re in the publishing business, your content – not your website – is your product, so it’s easy to argue that distributing your product and resonating with relevant people is your primary goal, regardless of who owns the platform you use.

 

 

Trying the Platform on for Size


Perhaps it’s time to let go of your digital sharecropping stigmas and start viewing your content as a fully detachable asset. Perhaps you don’t need to focus on driving traffic to a fully owned media property. The Instant Articles platform is relatively easy to experiment with, too, so you don’t need to fully commit to try it out.

A WordPress plugin is available to help streamline uploads and improve workflow efficiency. And if you’re using Drupal, there’s an integrated solution available for you too. Once you take care of basic setup as a one-time requirement, it’s possible to automate Instant Article production directly from your content management system. Facebook’s own tools also allow publishers to preview Instant Articles-powered content, to track the performance of all the items in your publishing feed and to edit content manually.

So despite all the arguments to avoid Instant Articles like the plague, there are some compelling reasons to give it a shot and see how well it serves your goals as a content producer. Here are six of the most enticing benefits that Facebook’s Instant Articles platform has to offer.

1. Faster Load Times Mean Better Audience Experiences


Loading time is critical to user experience, with data indicating that even a single second delay can cause up to a 7% loss in conversions. When the content we want doesn’t appear on our small screens within seconds, we lose patience and bounce.

Since Instant Articles are optimized and load within the app rather than on the standard mobile web, they render up to ten times faster, making it easier for readers to view, enjoy and share. Views and shares are critical to any social media-based content distribution efforts, after all, so technology that helps improve those metrics is useful. Facebook reports that Instant Articles have 70% lower bounce rates and 30% higher share rates than standard mobile web articles.

2. You Can Monetize With the Platform


Facebook allows publishers to sell and serve their own display and rich media ads, while keeping 100% of the revenue. Publishers also have the option to display ads from the Facebook Audience Network, to help monetize any unsold inventory. With this option, the publisher keeps 70% of the revenues and gives Facebook a 30% taste.

 

screen_monetization

 

 

 

Facebook’s overall growth is fueled by mobile ads, which accounts for some 78% of the company’s ad revenue and 74% of their total revenue. So there’s a solid chance they’ll do a good job of profiting from the content you distribute on Instant Articles, and you’ll be in the position to make at least twice what they do from each ad tap.

3. A Proven Content Discovery Network


People are already using Facebook more than any other channel to find content to consume, so there’s no doubt that the platform can deliver audience members – if they are motivated to do so.

There are even signs that Instant Articles can get people interested in exploring the content on your site better than organic Facebook Page posts can. Facebook’s data shows the Instant Articles format translates to 20% higher click-through rates on links inside content than other mobile publishing formats.

4. Control Over Branding


Publishers have decent if not complete control of content experience branding options with Instant Articles. You can adjust colors and fonts and even include logos and other embedded media. So even though the publishing platform doesn’t have the branding versatility of your own property, the control you have here is far greater than what you have on LinkedIn Pulse or even Medium, for example.

This creates a more powerfully branded experience for your audience, which is important for memorability. When you consider that the majority of people are better at remembering what we see than what we hear, your brand’s visual appearance is extremely important. However, memory improves if we see and hear something, so the additional audio and visual features help to drive memorability home.

5. Integrations With Measurement Tools


With Instant Articles, publishers can still measure page views through a variety of analytics tools, including comScore, Chartbeat, Google Analytics, Omniture, and Adobe Analytics. If you integrate your reporting data properly, you’ll be able to track content paths to conversion from a single dashboard, regardless of if the content in question is on Instant Articles or your own website. You can also use a third-party tool to create a custom dashboard for tracking Instant Articles performance alongside metrics from any number of other platforms.

Tools like ShareThis make it possible to split test Instant Articles headlines. This way, you can still keep an eye on which types of content are resonating most with your audience, to continually drive traffic and draw in additional readers.

6. Immersive Full-Screen Experience


Mobile-only usage is increasing, and 30% of Facebook’s active users access the network solely using their phones. With the full-screen content experience of Instant Articles, publishers have more control over what mobile users see and do. Here Facebook seems to be taking a cue from Snapchat, where users are known to opt for faster consumption and the undivided attention demanded by full-screen video posts.

 

screen_tilt_to_explore_photo

 

 

screen_maps

 

 

screen_maps

 

 

 

The richer content experience of Instant Articles, moreover, aims to better serve readers with a variety of features, such as auto-play video, embedded audio captions, tilt-to-pan photos and interactive maps.

The Game has Changed


Facebook’s Instant Articles platform definitely shows promise. Time will tell how publishers are affected by this rollout, and there are plenty of reasons to be wary.

On the other hand, there are some compelling reasons to consider trying out Instant Articles as a mobile-optimized, socially integrated solution for content distribution and monetization. And it’s easy enough to automate some experiments with the platform with minimal onboarding friction, so if you consider yourself to be a relatively brave and cunning content marketer, why not give it a shot and compare performance with your onsite assets?

Source:  https://www.searchenginejournal.com/what-are-the-benefits-of-facebook-instant-articles/164225/?ver=164225X2

 

 

 

 

 

Categorized in Social

The News Feed is the first thing you see when you open the Facebook app and the social networking company wants it to get a lot more personal.

Earlier this month, tweets surfaced showing Facebook testing a feature to allow users to scroll through categories such as "sports" or "world news" in the News Feed.

The testing was confirmed by a senior product designer on Thursday to CNBC who explained why customization of Facebook's features area is a key focus for the company.

"The thing that we want to do, you know our goal with News Feed, is if you as an individual get the stories and the news and the content that is most interesting to you. Not to the world at large but to you," Julie Zhuo, vice president of product design at Facebook,told CNBC in an interview at The Next Web Conference.

"Part of doing that is to make sure that we are able to get better signal about what you care about, what you don't care about. And a huge mission of the news feed team to really make that experience better and better so that you know we can get to the point where all the stuff we are showing you is the stuff that you want to see in the order of what's most important to you."

Within the categories, users can customize what they would like to see around their specific preferences. It is currently being tested on the Android app.

Facebook tests its News Feed feature internally as well with a group that monitor what content is being surfaced.

"One of the things that we started to do was get a lot more input from real people. We have a group of people who are kind of our quality panel and what they do is every day they go through their own news feed and give us feedback," Zhuo told CNBC.

They give us this really really deep signal on every story on their news feed. And we use that to help us better train the way that we rank stories and do a better job for everyone. That has been hugely useful in terms of helping us calibrate on whether we are making progress on showing people better and better things."

Facebook has previously released features to help customize people's news feed. Last summer, it launched a feature called "See First" which allows users to choose which friends' posts appear at the top of their timeline.

For advertisers, a customized News Feed will give them the chance to target ads more effectively based on specific things people are interested in.

Source:  http://www.cnbc.com/2016/05/26/facebook-wants-your-news-feed-to-get-more-personal-heres-why.html

Categorized in Online Research

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