This Week’s Top Reads • 2/25/15

 In Top Tips

Top Line Lessons:

  • New data shows that photo posts now have the lowest organic reach for brand pages on Facebook.  Video is now the preferred content.
  • Facebook allows you to see why an ad was targeted to you.  Check it out below!
  • A new study on how to encourage Twitter engagement was released, and some of the tips might not be what you think.
  • Twitter seems to be embracing the new trend of video as the content of choice, but the details are still under wraps.

#1. Reversal of Facebook: Photo Posts Now Drive Lowest Organic Reach

Last week we reported that video content would be on the rise in 2015, and this article confirms that prediction.

  • New social media data shows that photo posts are the worst-performing posts for brand pages on Facebook.
  • Video posts have an average organic reach of 8.71% (almost nine out of every 100 fans see the video), while photo posts receive a reach of only 3.73%.  Text and link posts perform better, at 5.77% and 5.29% respectively.
  • Facebook is driving this change quickly, but not unexpectedly.
  • Just last April, photos accounted for 87% of interactions among the top 10% of posts in the study.
  • This decrease in organic reach is a byproduct of increased traffic on Facebook and other social media sites.
  • This has resulted in a steady increase in the amount of promoted posts.
  • “Compelling images” still do well, but organizations will need to be more selective about what photos they post.

#2. How to See Why you Were Targeted for a Facebook Ad

Facebook’s ad targeting can sometimes seem random, but this article explains the method behind it all.

  • On a desktop, if an ad appears in your newsfeed, click the arrow in the upper right corner and select “Why am I seeing this ad?”  This will explain why the ad was targeted to you and give you the opportunity to change your ad preferences.
  • This tactic also works for sidebar ads.  Just roll your cursor over the ad and an “x” will appear in the upper right corner.
  • For mobile, select the arrow in the upper right corner and click “Why am I seeing this?”  You will be directed to a similar page that explains the targeting and allows you to adjust your ad settings.

#3. 12 Tips for Increasing Your Click-Through-Rates on Twitter

Marketing on Social Media can be highly effective if done correctly, and these tips will help you get there. Twitter has 270 million active users who send 500 million tweets every day, so an effective Twitter campaign can go a long way.  It’s important to quantify your efforts and analyze them to judge your own progress.

  • Alternate between “title” tweets and “copy” tweets.
  • Links account for 92% of all Twitter engagement, so include short links to encourage interaction.
  • “Attention-grabbing” images will increase clickthroughs, favorites and retweets.
  • While “RT” is effective in garnering retweets, the full word “retweet” is most effective.
  • Strong action verbs (e.g. “download”) can increase clicks by 13%.
  • Don’t be afraid to recycle tweets.
  • Tweets about Twitter and other social media topics received 22.5% more clicks than other topics.
  • Don’t worry about your number of followers; people with 500 or fewer followers account for 91% of mentions.
  • Twitter traffic is highest late at night, so focus on that time if you’re looking for retweets.
  • Users who tweet at a brand, even to complain, expect a quick response.  Aim to respond within two hours.
  • Tweets with statistical information have a wide reach, but low engagement.
  • Be blunt: clearly stated offers earn more clicks and retweets than more vague tweets.

#4. What Twitter Is Currently Doing—and Not Doing—with Video

Video is going to be big in 2015, but Twitter is keeping quiet on their plans so far.

  • In the first half of 2015 Twitter will release a new feature that allows video to be uploaded directly.
  • Select groups have already been able to do so since last March using the Amplify program.  In August, Twitter expanded access to  Access can also be requested from that site.
  • It’s probable that the new feature will build of their pre-existing program, but Twitter hasn’t released any details yet.
  • Twitter first announced their plans in November, when Vice President of Product Kevin Weil said “we think you’ll have fun sharing what’s happening in your world through native video.”

Check us out next week for even more tips and tricks for the digital world.

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