What’s New in Facebook Business for 2018
In the past months Facebook has announced some significant changes, including their newsfeed algorithm overhaul. The social media giant isn’t slowing down in 2018. Staying up to date with the latest updates can separate you and your business from the pack.
Updating reach measurement to capture post views
The reach metric is one of the most commonly used statistics used in measuring the efficacy of a paid/organic post. In the past, the reach of a paid ad vs. an organic post was calculated differently. For an organic post, an impression (reach) was recorded every time it was delivered into somebody’s news feed, regardless if they actually scrolled down to it. Ads had a stricter definition for reach, it was only recorded once the post appeared on another user’s screen. Facebook recently changed the qualifications for organic reach to match those for an ad. Moving forward, marketers will likely see lower reach on organic posts in the past as a result. The reach presented now, however, will be a more accurate representation of the number of people that see each post.
Redesigning Page Insights for Mobile
In addition to some behind the scenes changes that will affect the metrics displayed, Facebook is overhauling the insights interface on mobile. The change is designed to make access to the most commonly used information easier for marketers to find. Some of the metrics that will be highlighted are:
- General Page diagnostics, such as number of likes, reach and engagement
- Results of actions recently taken, such as recent post performance
- Preview of new Page engagement, such as demographic information on new followers
Facebook is creating actionable insights with this redesign. The new interface allows a Page owner to use the redesigned Page Insights to create a new post based off previous posts that have gained the most traction, or create new ad campaigns reaching people in their most engaged demographic.
Stricter Ads Policy
In a continued effort to improve the integrity of advertisers on their platform, Facebook announced they:
“created a new policy that prohibits ads that promote financial products and services that are frequently associated with misleading or deceptive promotional practices, such as binary options, initial coin offerings and cryptocurrency”.
It is their belief that many companies operating in those spaces are not doing so in good faith. Facebook wants their users to be able to enjoy their platform without fear of deception. This change may affect some business pages, but shouldn’t prove to be a difficult hurdle. As a rule of advertising, and life, don’t promise anything you can’t deliver on.
To learn more about What’s New in Social Media Marketing in 2018, watch the webinar!