Video streaming numbers plummet on Facebook

Video streaming numbers reported by Nielsen on Facebook have been devastated after a change in the way they are measured in the wake of a misreporting scandal that happened last year, with streams plummeting 94%.

Last year the digital industry was rocked when it was revealed Facebook had vastly overestimated its video views based on the admission that segments of videos were being measured as separate streams rather than one stream.

What YOU can be doing to help boost your business

Here are a few tips from QA that you can try yourself to help your business grow.

Get personal with your customers

Your customers are the heart of your business – without them, you would cease to exist! By interacting with them you can develop a powerful relationship.

When a customer makes a purchase, or signs up to your newsletter etc, have them receive a welcome email.  Something simple like this reduces cognitive dissonance (the feeling of ‘oh god, what have I done’ after a purchase or decision) and allows them to feel supported in their decision.

Get social

By incorporating social media into your everyday business, you can connect with tones of potential customers.

People go on Facebook to be distracted – so give them something worthwhile to turn their attention to!  Refer to our previous Instagram blog post to find tips on how to use Instagram for your business.

Leave the office

Increasing your public profile through conferences and networking events can be beneficial to the success of a business.  So any events that are suitable to your industry you should consider attending.

Be the leader/ expert in your industry

Consider who the influential leaders are in your industry.  How can you get amongst them?

Offer insights to bloggers, journalists or become a guest editor to give your opinion.  Customers relate to knowledgeable and powerful figures.

Know your users

If you don’t understand what it is you customers want, there is no point implementing any of the above tips.  Engage with them to find out what kind of product, information, insight, services it is that they are after.

This can be found by finding out what keywords are trending in your space through Google’s free keyword search tool.

Here at QA we love to hear about what is working to boost your business, and we love giving advice so contact QA if you would like to chat about other ways we can help you boost your business.

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Brand Ambassadors can boost your social media

Anyone online can see that the remains of various social media campaigns are scattered all over Facebook! Many marketers have flocked to Facebook in the hopes of striking viral. However, one of the major problems behind these campaigns is that not a whole lot of them had much of an idea of what they were doing!

Do not assume that if you build a social media presence that customers will come. Always ask yourself, what is the value to them? The real challenge is building a brand-based community, and developing ambassadors is just one method of creating them.

Firstly, you need to understand that the term ambassator is far more general. It applies to those who act as leaders within the community. They come in different shapes and sizes, but they essentially represent a highly engaged community member. They also are the seeds from which communities grow.

Their networks may not resemble the adoring fans of a movie stars, but they do represent networks nonetheless – networks comprised of a valuable target audience group. Your ambassadors may not be paid, but they are conduits through which to communicate with your audience, approaching them as peers, rather than as customers.

The advantages that brand ambassadors represent are numerous. They not only grow the community, but also sustain it as it develops. They provide support to new members, and work to dispel the trolls.

There are many who would tell you that the absence of ambassadors was instrumental in the downfall of the Kony 2012 campaign, a campaign comprised of thousands of supporters armed with very few facts. Without enough ambassadors equipped with a genuine understanding of a complicated issue, the overnight community collapsed, as the few highly vocal cynics went practically uncontested in their efforts to topple the movement.

Your ambassadors should be the ones who sit right on the edge of the idea diffusion bell-curve – early adopters, the people that are naturally excited about your offering. If you can identify these individuals you are going to find a far higher return when you engage with them, rather than with those that aren’t quite as interested.

The role of ambassadors needn’t always be this formal however. Look at Nike’s ‘She runs the night’ campaign. The campaign was highly ambassador-focused, but the ambassadors were young female runners. Identifying these people and supporting them did not comprise of formal training but simply giving away a few free sneakers and running activities for them to participate in. The real life engagement carried over into online discussions, designed to create a buzz around the Nike brand with the ultimate call to action being towards recruiting runners into a night race. The campaign was a huge success.

More and more brands and campaigns are taking this approach – identifying the few who will talk to the many, empowering them and supporting them in their voluntary role.

In order to communicate with a target audience, you need to understand them, and nobody knows a particular type of person better than someone who is that type of person. Ambassadors provide a much-needed point of reference in the murky world of social media engagement.

Not all campaigns, and not even all brands, are going to have activities that are ambassador-friendly, but if you want to make people care about something, a sure-fire way is to give them ownership.

This article was sourced from B&T News. If you think your brand could benefit from a brand ambassator or you need help with your social media presence ask QA to help… it’s just another service we can work on with you to help you achieve better outcomes!

Facebook eyes off TV’s ad dollars

Digital experts have labelled Facebook’s plans to sell television style adverting a “great move” for the social network and marketers alike, as its share prices reach a yearlong high.The social giant is planning to challenge television advertising by selling 15-second spots starting at $USD1m to as much $USD2.5m a day, according to Bloomberg.

Strategy director and founder of HardHat Digital, Dan Monheit, told B&T selling TV style adverts is undoubtedly a good move for Facebook financially.“When it comes to monetising an audience, there’s nobody out there with as many eyeballs to monetise as Facebook,” Monheit said about the network which has 1.15 billion members.

“In a way they’re already playing catch up with the likes of Twitter and YouTube who have been making big inroads here.”

Simplified Targeting:

Bloomberg’s two sources said the ads will initially be sold on a full-day basis and will only be targeted to users based on age and gender.This “dumbing down” of targeting options – Facebook currently lets marketers target users based on interests and location – will let marketers make like for like comparisons with TV buys, according to Monheit.

“Facebook could let advertisers zero in on specific audience groups using the millions of data points they’ve got available as well as provide tracking and reporting that TV networks could never even imagine.

“I guess they’ve decided it’s easier to just sell people what they think they want, rather than convincing them that they want the wrong thing.”

Limiting the options will make it easier for advertisers and media agencies – “especially big lazy ones” according to Monheit – to spend serious dollars on the network.“Cleverly, they [advertisers] don’t even need to change the length of their TV spots.”

“The next big question is what they’ll do when these big budget TV spends finally get some true analytics behind them and things like wastage can be quantified.”

Tim Evans, national strategy director DT, said targeting television advertising dollars is “a great move for Facebook”. “For marketers, it’s a highly measurable amplification tool.”

It may be good move for Facebook’s coffers but how will users respond?

Facebook Users:

“Users won’t mind if some of the half-relevant sponsored stories that appear in their news feeds becomes half relevant video content instead,” Evans said.

However, Monheit highly doubts users will be ok with TV style ads in their news feeds.

“Pre-roll and autoplay ads are annoying, interruptive and skipped as soon as possible – but at the end of the day we’re using the service for free.”

A user won’t see a commercial more than three times in a day, according to Bloomberg.

To avoid aggravating users Facebook should avoid autoplay and the ad-ratio in user’s news feeds should not increase, according to Evans, who added that to ensure cut-through the spots need to be relevant to the user and appropriate for the platform.

“It’s about quality and relevance, and frequency if you can pull off the other two. Native ads strive to equal the value of their editorial context.

“Give users a choice of what to watch, and they’ll pick the most interesting thing they can find within their news feeds – whether it’s an ad or not.”

Monheit feels Facebook’s mission to monetise its audience may eventually backfire.

“At some point they’ll kill the goose that lays the golden eggs, it’s just hard to know if we’re 5% or 50% of the way there,” he said.

“At this stage, the switching cost for leaving Facebook for most users is huge. It contains all of our history, friends, important dates, milestones and more.

“To this end, there’s probably a lot more annoyance the average user can handle before leaving the biggest part on Earth becomes a real consideration.”

Share Rise:

Meanwhile, Facebook’s share price has reached its highest level since the company’s initial public offering on May 18 last year.

The social network hit the $38 a share mark overnight, following Facebook’s second-quarter earnings report which revealed the company’s revenue had increased by 53% to $1.81bn (USD).

The report, released last week, also revealed mobile advertising generated $1.6bn (USD) for Facebook in the second quarter.


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