What Facebook’s New Audience Optimization Means for Your BrandLucy HitzBlogger ExtraordinaireSimply Measured
Facebook recently launched Audience Optimization, “an organic targeting tool to help publishers reach and engage their audiences on Facebook and better understand the interests of people clicking on their posts.”
But what does this mean for your brand’s Facebook content?
It’s More Likely to Reach the Right People
One of the new features within the Audience Optimization feature is called Preferred Audience.
This feature allows you to add interest tags to content to help Facebook connect people with the topics and subtopics that are most likely to engage them.
These tags prioritize, uniquely for each person, the topics that are most likely to interest them.
What this means for your brand: Invest time in exploring the interest tags available to you and experiment with different tags and different combinations of tags to understand how your engagement is affected depending on your usage.
It Won’t Be Wasted on the Wrong People
The Audience Restrictions feature gives you the opportunity to choose which audiences would not find your post relevant, based on location, language, age, and gender. While this feature has long existed on Facebook, it can now be used in tandem with Facebook’s Preferred Audience option.
What this means for your brand: By excluding audiences, you will be able to create more targeted Facebook content. For instance, if your target marketing persona is 30-something professional women, you can ask questions and reference experiences specific to this group (instead of “umbrella” content, which is seen by everybody and becomes diluted in its message and effect for this very reason).
This feature also allows you to understand the effect of your campaigns with your target demographic, instead of with the public at large, so you can make better content decisions in the future.
It’s Easier to Run Multiple Campaigns
…in an informed way, with the Audience Insights feature, an add-on to the existing Page insights product. The Audience Insights feature gives publishers greater visibility into content performance, down to the post level, with breakdowns by interest tag.
Once a post is published, insights for the preferred audience will help you understand how different subsets of people are responding by showing reach and engagement metrics for each interest tag.
What this means for your brand: By having a deeper understanding of the effect of individual pieces of content with specific tags, you will be able to optimize future campaigns and content planning in a way that maps towards your fan base’s interests — which may be different than you anticipate. This leaves the door wide open for making 2016 a more fruitful year for your Facebook content.
Major media brands like Bleacher Report, The New York Times, and MTV have already given Audience Optimization a try. The New York Times had this to say:
Our stories generally find a wide audience on Facebook, but some stories can take off thanks to especially strong engagement from niche Facebook communities such as TV show fans, sports fans, etc. The vibrant discussions taking place on some of these posts suggests that this new tagging feature is helping to attract the readers who are most passionate about specific topics.
I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.
4 Social Media Branding Lessons We Can Learn From #ExpediaChatLucy HitzBlogger ExtraordinaireSimply Measured
How do you make a Twitter campaign that’s built to last? What makes a recurring Twitter event popular, an “institution,” on a social media platform that by its very nature is ever-evolving and jam-packed with endless content? How do you make yourself heard? #ExpediaChat, a Q&A session moderated by a travel expert every Wednesday at… Continue Reading
Pre-Released Super Bowl Ads Draw Attention on TwitterMichael ThomasonBlogger ExtraordinaireSimply Measured
Over 30 advertisers have been confirmed as Super Bowl in-game national advertisers (as well as several advertisers who are targeting only certain media markets). These brands range from Super Bowl regulars like Budweiser and Doritos to relative newcomers like McDonald’s (which has favored pre-game advertising in recent years) and Loctite, the makers of Super Glue.… Continue Reading
My 3 Biggest Takeaways From #MPB2B 2015Danie ZaikaBlogger ExtraordinaireSimply Measured
Last week I spent three days in Boston (my old stomping grounds) to attend the MarketingProfs B2B Marketing Forum. I’ve been wanting to attend this conference for a few years now, so I was pretty excited that I could finally make it. An entire three-day conference dedicated solely to B2B marketing? Sold. Forget B2C —… Continue Reading
Why Boomerang? What This App Really Means for Social MarketersJade FurubayashiBlogger ExtraordinaireSimply Measured
If we’ve learned anything from Instagram over the past couple years, it’s that the social network does not want our feeds getting stale. Boomerang, Instagram’s GIF-like, video-looping feature is Instagram’s latest standalone app, following both Layout and Hyperlapse. Boomerang allows users to loop a 1-second video experience, enhancing feeds with GIF-like clips. What inspired Instagram to be… Continue Reading