Facebook, The leading social network has always been known for its large number of updates every few minutes, but in recent months is conducting a series of changes that are already affecting significantly to Social Media strategy marks way.
First, the drop in organic positioning of publications. According to Ogilvy, organic range of publications pages dropped to 6% in February 2014, and this drop has been even 2% in the case of big brands with large numbers of followers. Unofficial statements from internal sources indicate that Facebook is going to come down to 0% soon.
Why this drop has occurred?
The reason is the great expansion that Facebook has experienced in recent years, a growth rate of 50% annually: Users have many "friends" on social network it is impossible to display the contents of all of them in your timeline (one Average user receives about 1,500 messages per day). Therefore, it is necessary to prioritize, earn points and content that Facebook deems interesting. Aspects such as originality (do not repeat entries), the actual content (punishable everything sound like advertising), engagement or agreement with the insights of followers, including more than 100,000 variables are assessed.
At least, this is the reason that Facebook has. As a strategy ad hoc, has released a series of new advertising formats and gauges to facilitate commercial task marks on payment of fines: This is the case of ads Premium Video, Audience Insights, Facebook Audience Network or new metric on the engagement of the videos.
Premium video ads are in beta in the U.S. and its cost will eventually reach one million dollars a day, according to the Wall Street Journal. The operation is as follows: the video will start automatically when the user displayed in your TL, but without sound. To activate the sound, the user must click on the video. The maximum content duration is 15 seconds, and each brand is entitled to three different creatives with every purchase of space (only one per day will be displayed to avoid saturation).
Facebook introduced a significant change to the videos on YouTube, and audience measurement through Nielsen OCR. The ads will be purchased by GRPs segmented, and other classical segmentation options Facebook are not available for this format.
Creativity must be previously accepted by Facebook before publication. The social network has emphasized its desire that this new format becomes not intrusive for users, especially for teen audiences, the most likely to leave their account.
Regarding metrics, besides indicating the number of people who have started playing the video, you will know the number of views (3 seconds or more), unique users, the average duration of viewing and audience retention (ratio of view in a particular video fragment on its total length).
It is a new tool for advertisers to know more about the interests of your prospects and refine its target. Among others, analyze the following variables: demographic data such as age, sex, status, occupation, family type, education level or lifestyle; Following pages; location and language; the technology used to connect and frequency or buying habits. Faced with the first criticism of the invasion of user privacy, has already announced that it will focus on the study of clusters, without attributing data to specific users with full name.
Facebook Audience Network (FAN)
Meanwhile, is specifically targeted to advertisers and mobile developers. This is also a new technology designed to target ads and applications based on user interests and their biographical data. Its main objective is to optimize the ROI of mobile applications on Facebook.
With these measures, Facebook intends to continue leading the monetization of advertising on Social Media, although the data suggest a leak of active users, especially among teenagers. Facebook social network remains the leader with 83% of users who use it, but the trend is downward and has experienced a decrease in the activity of their users (not brands) of 3% in 2013, according to the Monitoring Social Networking.
However, in terms of advertising, Facebook achieved revenues during the last quarter of 2013 achieved all 1.500 million, its highest profit so far. Furthermore, 53% of these revenues achieved through the mobile advertising (hence its efforts on technology FAN). These measures are targeted to improving the quality and not the quantity of ads on the platform, Mark Zuckerberg seeks to strengthen shareholder confidence. Do not forget the sharp decline experienced in 2012 following its entry to trading, when their benefits decreased 1,000 million (2011) to 53.
A recent report by BIA/Kelsey suggests that advertising in Social Media will triple over the next five years, rising from $ 5.1 million recorded in 2013 to 18,000 million. Half of this revenue is expected to be achieved through mobile devices and a local segmentation based on user location.
In conclusion, it can be drawn that it seems that Facebook will continue to increase their economic benefits through advertising, through highly segmented formats and a high cost, in order to limit the number of advertisers and optimize both the ROI and the user experience. Since the trend is to replace Publications for organic positioning, what will happen to SMEs that can not compete with these prices? Presumably, the major brands will stay in Facebook, while small and medium enterprises will have to undertake a remodeling their Social Media strategy and look for other similar platforms to their target with a more affordable cost.