Tag Archives: facebook

Instagram Growths Outpaces Facebook & SnapChat

eMarketer reports the average amount of time people will spend each day on Facebook this year will remain unchanged from last year at 38-minutes. That number is expected to drop to 37-minutes per day by next year. This is a downgrade from the figures eMarketer released during the third quarter of 2018.

“Facebook’s continued loss of younger adult users, along with its focus on downranking clickbait posts and videos in favor of those that create ‘time well spent,’ resulted in less daily time spent on the platform in 2018 than we had previously expected,” said eMarketer principal analyst Debra Aho Williamson.

Facebook and Snapchat usage hits a plateau. After dropping from 41-minutes per day in 2017 to 38-minutest per day in 2018, the average amount of time spent on Facebook has flattened for now. The average amount of time spent on Snapchat has also plateaued according to eMarketer’s forecasts, with adult users projected to spend 26-minutes per day on the app through 2021. (This is also a downgrade from the 28-minutes per day eMarketer originally estimated for Snapchat’s 2019 usage.)

It’s worth noting eMarketer’s numbers are based on users age 18-years and older — meanwhile, Snapchat says it now reaches 90% of all 13 to 24-year-olds and in the U.S. There’s an entire group of users — 13- to 17-year-olds — that eMarketer isn’t including in its data.

Instagram’s expected growth. eMarketer predicts Instagram users will spend an average 27-minutes per day on the app, up a minute from last year. This number will keep growing a minute per year through 2021, according to the research firm. Even with that growth, the average amount of time on Instagram will still lag at least eight-minutes behind the average amount of time users are expected to spend on Facebook two years from now.

Why we should care. Overall, eMarketer reports the average amount of time people spent per day on social networks in the U.S. dropped by nearly 1.5 minutes last year, a number that will remain “virtually” unchanged this year according to eMarketer’s forecasts.

“Gains in digital video viewing are putting pressure on social time,” said Williamson, “And gaming is also creating new competition for user attention.” Williamson said eMarketer cannot confirm if there is a direct cause-effect relationship between the growth in these activities and social media usage, but there does appear to be a threat in terms of user engagement among the channels.

These estimates most likely will have little immediate impact on ad campaign budgeting or results. Social media usage may be flattening, but people are still showing up. And while Facebook growth looks to be flat, the average amount of time users are spending on the site still outperforms the average amount of time users are on Instagram.

For marketers targeting a younger demographic, eMarketer’s report offers little guidance as it is not tracking usage by anyone younger than 18-years old.

 

Source; https://marketingland.com/time-spent-on-facebook-snapchat-remains-flat-but-instagram-sees-growth-261705

Facebook gives you more control over what you see in your News Feed

It’s also getting more transparent about the ads you come across on the site.

Facebook has announced a new feature called “Why am I seeing this post?” which will help you better understand the content that shows up on your News Feed from friends, Pages and Groups you follow. Not only that, but this will also give you more control over what you see in the News Feed, letting you easily manage the posts you interact with on the site. The company says this is the first time it has built information on how News Feed ranking works directly into the Facebook app, noting that it is part of its efforts to be more transparent with users about how its algorithms target you.

To get access to the new tool, first reported by The Telegraph, all you have to do is click or tap the drop-down menu on the right hand corner of a post. From there, you’ll be able to view info at a glance on why you’re seeing certain posts on your News Feed — e.g. because you’re a member of X Group or Page on Facebook — as well as manage the content you’d like to see more or less of. You’ll get shortcuts to controls to help you further personalize your News Feed too, including See First, Unfollow, News Feed Preferences and Privacy Shortcuts.

Facebook says that during its research for the “Why am I seeing this post” feature, which is available starting today, it learned that people wanted more than transparency on its News Feed algorithms. They wanted more control, and that’s why it decided to roll out the tools to make it simpler for users to manage the posts they see on their feed.

In addition to these changes, Facebook is updating its “Why am I seeing this ad?” tool to make it even more transparent than before. Now, on top of showing you factors like basic demographics or interests that may have contributed to an ad you came across on the site, Facebook will let you know when information on an advertiser’s list matches your profile. What’s more, Facebook is providing details if an advertiser uploaded your personal data to its database, such as email and phone number, or whether it worked with another marketing partner to try to target you with an ad.

“Both of these updates are part of our ongoing investment in giving people more context and control across Facebook,” the company said in a blog post. “We will continue to listen to your feedback and evolve these features over time.”

At a time when Facebook is under heavy scrutiny by the public and governments, it needs to be as transparent as possible with users. The new features certainly don’t solve all of its problems, but at least they’re a step in the right direction.

Source: Engaget & Facebook

The 5 biggest announcements from Facebook’s F8 developer conference keynote

Facebook just wrapped day one of its F8 developer conference keynote, which comes at an unfortunate time this year after the Cambridge Analytica data scandal seems to have put Facebook at odds with how it is handling user data within its developer community. Nevertheless, the show had to go on, and Mark Zuckerberg tried his best to keep developers excited about continuing to build on his platform.

The CEO spent a brief moment of the keynote rallying developers to keep building and using their skills to bring people together. To do so, the company unveiled several updates coming to its product lineup, including the core Facebook app, Instagram, Oculus, and WhatsApp.

1) FACEBOOK DATING IS COMING

Facebook is already a combination of several services you use online — Facebook Marketplace is to Craigslist as Stories is to Snapchat — and now it appears the social network is coming after Tinder next. Today, Zuckerberg announced that Facebook will soon offer a dating feature that allows people to browse potential matches at inside groups or events you’re interested in attending. The feature will allow people to message each other using only their first names, and start conversations that are separate from the core Facebook or Messenger app.

Facebook did not say when the feature will launch, but just minutes after the announcement, Tinder and OkCupid parent company Match Group saw its stock plummet as low as 20 percent from $46.22 to $36.12 per share at the time this article published.

2) OCULUS GO is a GO!

The $199 standalone virtual reality headset from Facebook is now available for purchaseafter Amazon accidentally put preorders up hours before the official launch. The new Oculus Go will support social experiences like Watch Party, multiplayer games, and even live shows such as concerts and experiential theater.

In addition to the headset, there will now be an Oculus TV hub for users to stream content from ESPN, Netflix, Showtime, and more. Some of these services have been available via Hulu for some time, but the new hub should add more options for those investing in the new headset.

3) MESSENGER REVAMP

Facebook has already admitted that it’s allowed Messenger to become extremely bloated after unbundling it from the core Facebook app, and now, it looks to be simplifying — at least visually. Messenger VP of product David Marcus says the overall refresh is focused on making things cleaner and faster, with an upcoming dark mode teased in a short promotional video.

4) ALL-IN ON INSTAGRAM STORIES

Most of the updates for Instagram today arrive to the app’s most popular feature to date: Stories. Soon, users will be able to user AR face filters from brands and influencers without waiting for Instagram to release its own. Users will also get more third-party integrations when uploading a story. For example, a GoPro clip could be cropped and ported right to Instagram Stories or you can share what you’re currently listening to on Spotify while offering a deep link within a story to open that song in a viewer’s own Spotify app.

Instagram is also continuing to transform into a full-fledged messaging app, with new video calling features that will allow group conferencing as well.

5) WHATSAPP GETS A FEW UPDATES, TOO

After a moment of thanking WhatsApp founder Jan Koum in regards to his recent departure, Facebook moved right into sharing stories about how impactful WhatsApp has been around the world. The Stories feature also appears to be taking off well on WhatsApp: Facebook revealed that 450 million users share a story on WhatsApp daily. Additionally, 65 billion messages are sent on WhatsApp every day.

While WhatsApp is not getting a refresh quite as dramatic as Messenger, it will be receiving a few minor updates such as group video calls and stickers. Features targeted at businesses are to come, though the company did not outline specifically what during the keynote.

Perhaps what Facebook didn’t say is equally important to note. During the keynote, Zuckerberg did not mention Cambridge Analytica’s Aleksandr Kogan at all, and he only used moments in the opening remarks to poke fun at himself about when he testified in Congressearly last month and to inform developers that app reviews are back on after a brief pause to investigate potential bad actors. Clearly, it was a move to excite developers than warn them — with Zuckerberg looking and sounding more upbeat than he has been in recent public appearances.

 

source: https://www.theverge.com/2018/5/1/17302462/facebook-f8-conference-2018-keynote-highlights-summary-day-1

 

Report: Facebook leads other platforms for app-install ROI in performance index

However, Google is gaining and Twitter has the best long-term retention.

According to the latest AppsFlyer Performance Index Report (registration required), Twitter offers the best user retention record (12 weeks) of any mobile app advertising platform. However Facebook remains the overall leading media platform for app marketers.

Another finding is that Google’s introduction of Universal App Campaigns (UAC) have helped the company gain on Facebook. AppsFlyer says that UAC has grown Google’s app advertising share by 40 percent. Facebook sees “almost 75 percent of apps running campaigns on the social network compared to 45 percent for Google.”

AppsFlyer points out that Facebook is the overall ROI leader. Facebook is followed by Google, Apple and Twitter in that order.

As indicated, Apple is number three in the “universal” global ranking. AppsFlyer reports that “since Q4 2016’s intro of Search Ads [Apple has increased its share of installs] by no less than 5x.” But the success of Search Ads has also increased competition and cost, resulting in a decline in its ROI ranking on the index.

AppsFlyer also noted that what might be called install fraud “continues to pollute app marketers’ data and at an increasingly alarming rate.” Since the release of its last index, the company said that there had been a 5 percent increase in fraudulent installs.

AppsFlyer does not rank networks in terms of fraud. It says it privately notifies them of fraud rates but declined to provide us with any insight into which ones see higher numbers of fraudulent installs.

 

Source: https://marketingland.com/report-facebook-leads-platforms-app-install-roi-performance-index-235004

Facebook is removing 20 outdated, redundant ad metrics; adding methodology labels

Facebook has made several changes to how and what advertising metrics it reports in an effort to improve transparency and clear up advertiser confusion.

The changes come after the company admitted a series of measurement problems in a span of nearly two years and has heard from advertisers that they want more clarity around how its metrics are calculated.

Removing reporting metrics
Among the announcements made Thursday is the removal of roughly 20 reporting metrics that the social networks says were either redundant, outdated, not actionable or rarely used.

Facebook has provided a full list of these metrics along with reason for removal and suggested metrics to look at instead.

For example, the Button Clicks metric is on the chopping block. Facebook explains:

The Button Clicks metric shows the number of times people clicked the call-to-action button on your ad. Button Clicks is redundant because these clicks are also either reflected in the Link Clicks metric or other distinct metrics like the Event Responses metric and the Offers Saved metric. We recommend using Link Clicks, Event Responses or Offers Saved instead of Button Clicks.

The metric clean up will occur at some point in July.

Metric labels
To add more clarity about how metrics are calculated, some metrics will be explicitly labeled “estimated” and/or “in development”.

Metrics labeled as “estimated” are calculated using data modeling or sampling. While that’s not a new concept for marketers, not having the metrics clearly labeled as being estimates has caused confusion, Facebook found.

From the blog post:

These types of metrics are helpful because they can provide insights for outcomes that may be hard to precisely measure, such as the estimated ad recall lift or the number of unique people your campaign reached. These metrics are meant to provide directional insights into the value of your marketing results and can factor into your businesses’ strategic planning.

Metrics labeled as “in development” are being tested or rolling, which means their results may change as Facebook adjusts the methodologies used in these metrics.

New metrics are often developed for new ad features. Facebook says that new metrics are typically in development for 60 days, though sometimes longer.

Advertisers won’t get any notifications if Facebook fixes errors, bugs or makes changes to metrics labeled as “in development”.

Measurement training
Facebook is launching a program called “Measure What Matters” in March to help marketers learn more about measurement principles. One track will offer programming for branding oriented campaigns and another will focus on measurement for direct response campaigns.

The programming will be offered on the Facebook Business website and on Facebook Live and in-person events.

 

source: https://marketingland.com/facebook-removing-20-outdated-redundant-ad-metrics-adding-methodology-labels-234977