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16 September 2016, 13:19

Happy Birthday to Facebook's News Feed



Last week, Facebook’s News Feed turned 10. And what it has achieved in 10 years! Once a space for simply curating a list of your friends’ posts, the News Feed is now a highly articulate discovery platform that uses an ingenious algorithm to personalise the content you see. It is integral to the way users interact with Facebook, and has seen the platform gain 1.71 billion active monthly users in just overa decade.

Since the News Feed launched on 5 September 2006, its success has been immense. Users have shared over two trillion posts, and each user receives about 1,500 pieces of content in their News Feed everyday. That’s a whole load of selfies! The News Feed is now a primary focus for Facebook, especially in terms of developing it for mobile users. And with the average user spending at least 20 minutes a day on the site, there are plenty of opportunities for the company to boost its ad revenue.

Getting to grips with the ins and outs of the News Feed is key to building amazing marketing campaigns on Facebook. That’s why pslondon’s social media team has put together some tips to help you achieve success on the world’s largest social network.

 

Four steps to creating a great marketing campaign on Facebook

 

1.     Know your audience

Once you know who you’re trying to reach, you can find out more about what motivates them, and generate content based on this information. Using your data to build profiles of your target audience is a good place to start. Be analytical: does your audience interact with visual content on Facebook, for example? Arethey compulsive commenters? Do they access Facebook via mobile or desktop?

 

2.     Create relevant and personalised content

Now that you know your audience, you need to decide what you want to say to it.  You have to fuel your audience’s interest, as well as highlighting yourself as an authority. If you’re a food brand that’s trying to tap into an audience of bakers, for example, then referencing last week’s football match is probably not going to be relevant. Mentioning The Great British Bake Off, on the other hand, would be perfect!

You can easily personalise your content so that it reaches different segments of your audience. Say you want to target home bakers and professional bakers with similar products: simply create two posts, each with a different image and text, with the same call to action. Both audiences will see content that is relevant to them, and hopefully click through to your product page.

 

3.     Get your content seen

Facebook has made it difficult for companies to reach large audiences organically, so investing in Facebook advertising tools – and ‘boosting’ your posts – is important for getting your content seen. If you don’t have the budget for media spend, you can use Audience Optimization to organically target your followers based on their interests.

 

4.     Optimise your content and measure your performance

The beauty of Facebook is that everything can be measured in real time, so you can optimise your content during a campaign. As well as being able to easily monitor and be more flexible with your advertising spend, this means that you can gain thorough insight into your activities for future campaigns.

 

What’s next for the News Feed? 

The News Feed is going to adapt to accommodate the types of content that users favour. We’ve already experienced the popularity of video content, and it’s likely that 360 imagery, 360 video, and even virtual reality will become more prevalent in the future. Marketers’ abilities to capture user data will also become increasingly key to creating innovative and relevant campaigns.

One thing’s for sure: the News Feed is going to keep getting bigger and better. Marketers need to keep up to date with the platform so that, when its next birthday rolls around, they’ll be experts in creating timely, targeted and successful Facebook campaigns.

 


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