The volume of information posted daily on Facebook is truly impressive, just think of the number of users in the world who connect to this Social Network on a daily basis. Each user on their Stream, which by convention we will call Susanna, will statistically see only a small part of it not only in relation to the total number but also in reference to what is posted by their friends and pages to which they are subscribed.
In purely mathematical terms, it is estimated that Susanna views, on average, no more than 10 percent of what is posted on each of the Pages to which she is subscribed (assuming equal listings of interests and interactions-personal and friends’). This means that, in effect, Facebook will favor content in which Susanna has shown the most interest or content from Pages with which she has interacted. Result. Let’s assume that Susanna is subscribed to 10 Fan Pages: she will see most of the content of 1-2 pages she is particularly fond of on a daily basis, of 3-4 pages she will view a very small amount, but of the remaining 5 she will probably see nothing.
How to ensure visibility for your posts ?
Facebook’s algorithm, in fact, is quite complex; “gaining” visibility and Edge Rank for one’s page is not very easy especially with the changes made in recent months that have made the logic behind it even more rigid.
Basically, this means that in order to ensure visibility for one’s posts, it is necessary:
- Have a sufficiently large number of fans;
- Being able to convince Susanna to follow their Fan Page more actively. In this way Susanna herself will become the amplifier (to her friends and friends of friends) of our Page and trigger the viral mechanism.
How to speed up and get wide visibility right away?
Facebook’s platform makes its own Advertising system available: Fb Ads.
A few days ago, after gathering feedback from advertisers for over a year, they decided to simplify their product offerings that should significantly improve the use of this type of online advertising. According to Zuckenberg & Co.‘s statements, these will be changes that, in a way, will revolutionize the very optics with which until now Fb Ads have been proposed within the Fb Marketing section. The starting point (and strength), of the system will be focused on the business objectives of the advertisers rather than on the variety of proposals; in fact, many of them, upon careful analysis, were geared toward the same result. The basic idea is to offer the “marketer” a personalized service: once one has entered one’s business goal and target audience, it will be the Ads Tools that will suggest to the user the best combination of products to achieve one’s goals. The Insights data itself will be calibrated to what you set at the initial stage such as, for example, online conversion rate, sales, app installation.
How Fb Ads changes at a glance: simplified and improved offerings
But let’s see specifically what the main changes we will see in the next six months will consist of. First, a numerical fact: the total number of ad units will be drastically reduced by almost half (there are currently 27) to eliminate redundancies.
Removal of the product “Questions”
Advertisers, in fact, will be able to much more simply ask questions in a post and receive their answers in the comments area. The update is expected by July.
Removal of the product “Online bidding”
It was found, in fact, that there was a higher conversion by publishing a post with the offer with a direct link to the specific page on their site or ad hoc Landing Page. The update is expected by July.
Introduction of the “Best of Sponsored Stories”
The best of sponsored stories will be introduced in all ads. This type of update will have to wait until the fall. In practice, until now, in order to optimally reach their target audience and insert contextualization to individual ads, the advertiser had to purchase the sponsored story in addition to the individual ad. From the release of this innovation, however, the step of manually creating sponsored stories will be eliminated: by publishing an ad with photos, as we can see in the illustration, the integration will be automatic.
New graphic design and increased ad visibility
With the goal of allowing advertisers the maximum return on their investment (ROI), the process of creating an ad will be improved and simplified and the number of possible formats reduced.
The new look of the ads should, according to studies, be not only more effective but also more user-friendly. This update is scheduled to start at the end of June. Planning the right strategy and creating the most appealing message for your target audience is a very delicate moment for any company that chooses to invest in online advertising.
Facebook knows this, as it is a multimillion-dollar company held up in large part by its advertising system, and with these improvements it seeks to engage more investors.
Currently, Facebook’s PPC is the second largest online advertising system, second only to Google Adwords, which, thanks to its network, still remains a distant goal.
Source: Facebook News