The Pit Stop: Facebook 2.0
Annoyed with Facebook performance metrics? So was Facebook. The new Attribution dashboard is here to save the day and save your ad dollars by telling you more. If you feel like your LinkedIn content isn’t getting the love it deserves, LinkedIn is en route to fixing that problem for “small” creators. See if you notice an increase in engagement with LinkedIn’s creator-side algorithm working behind the scenes of your feed ASAP. Is it extra in here or is it just those new Snap Camera Lenses? Snapchat launched a Snap Camera app so users have access to lenses on desktops. Your clients may also want to see your face shaped like a pizza (but probably not).
Facebook’s got that “new new” [dashboard]. If you are among the weird amount of digital media mavens who are easily frustrated by Facebook’s ad performance dashboard you are definitely not alone, and Facebook noticed.
The Attribution dashboard will never put you in a corner and is sure to lift you up, float you through the crowd, and land you safely into the arms of your peers’ applause. Well, baby, that’s only going to happen if you know how to utilize the dashboard. Some of the new tools include data from Facebook Insights, pixels, app events, and offline conversions. Consider this a deep dive into how many of your longtime B2B leads are actually converting and through which of your various efforts. Did they think about your case study posted a few weeks ago and finally go back and click “download PDF?” It’s like when your friend tries the new wallet-emptying Starbucks latte flavor you told them about in August because you “fall for Fall.” You might be annoyed but at least you get all of the kudos in the end.
Wait, there’s more? Yes. Facebook’s data-driven attribution model will help you see what content for which buying stage is working (or sadly, not working) for your audience. From Facebook, Instagram, Audience Network, and Messenger, you can see how many sales and engagements your content is generating. From there, you can easily decide which strategies are working and which need to be paused and revised sooner than Starbucks can say, “eggnog latte.”
Another platform is also doing the most to get digital marketers more from their content. LinkedIn updated its feed algorithm to increase content and engagement from all accounts and decrease the amount solely from “power users.” Look who has the power now, you “small” creator, you.
Don’t be afraid to post that infographic you worked so hard researching and designing. That bad**s interest-targeted audience you built? Use it with that infographic! Your posts will be distributed, seen, and engaged with thanks to the new, creator-side algorithm. Your audience likes seeing more content from brands they know. So, put that content out there, make sure they know you, and see the engagement you deserve.
We haven’t heard from Snapchat in a while. With earnings up but monthly users down, Snap is flaunting their hottest asset, Lenses, in a new way to get people back to the rainbow vomit stream life.
Users can now be a flower-crowned, puppy-eared, sparkly and wide-eyed goddess on their Windows and macOS desktop webcams via Snap Camera. Brands can now take #nofilter to the next level with desktop Lenses. While it is very TBD on how popular these vlog and video call-friendly filters will be, brands should be ready for their success. In unicorn-horned, fire flame, strawberry-headed conclusion, if you hesitated to pay for a Lense in the past success with Snapchat’s new desktop app means your brand’s filter may reach more people. That’s Snapchat-worthy.