Facebook Friday: Week ending 8.31.2018

POLICY, PRIVACY & POLITICS

Coming Soon to Facebook: Lots of Extreme Political Ads (WSJ)

Campaign strategist say Facebook’s ad platform rewards extreme messaging and they’re gearing up to flood the news feed with polarizing ads heading into the midterm elections. 

Facebook users ‘don’t seem to care’ about data scandal, fake news. (CNBC)

Facebook and Instagram users are not worried by recent “chatter” about the Cambridge Analytica scandal or concerns about fake news, according to investment banker Piper Jaffray. Analyst Mike Olson maintains his bullish overweight rating on the stock and his $200 price target, reflecting more than 15 percent upside from Tuesday’s close.

NEW FUNCTIONALITY

Facebook supports mobile-first video ad creation with new software tools (Mobile Marketer)

The features let advertisers quickly transform still images and text into animated campaigns optimized for smartphones. Mobile-first creative increases the likelihood of brand engagement by 27% and message association by 23% compared with video ads that are not optimized for mobile, according to a Metrixlab study commissioned by Facebook. 

Facebook’s Testing Links in Facebook Stories (Social Media Today)

Facebook is testing a new option to add links to Facebook Stories, which could see interest in the option ramp up significantly. The ability to share links in Facebook Stories could be significant – while Facebook Stories currently only has around 150 million daily active users (by comparison to 400 million daily actives for Instagram Stories), Stories do have particularly prominent placement, right at the top of the main feed screen.

Facebook Expands Test of A/B Testing Tool for Organic Page Posts (Social Media Today)

Back in June, it was reported that Facebook was experimenting with a new A/B testing option for Page posts, which would enable Pages to try variations of their organic post copy in order to maximize on-platform reach and engagement. Digiday is reporting that five publishers, including BuzzFeed, are already using a variation of this, and are seeing positive results.

NEWS YOU CAN USE

Facebook compares video consumption habits across its services to help advertisers (Marketing Dive)

Facebook outlined several video consumption habits and how its video ads work to reach different audiences. For example, people use its Watch platform for “intentional viewing,” which consists of planned, longer sessions that last 5x longer than for the News Feed, where users engage in unplanned, shorter, but more frequent, sessions. 

Facebook kills 5K ad targeting options to combat discriminatory practices (Marketing Dive)

Facebook announced in a blog post that it is removing more than 5,000 ad targeting options in an effort to prevent misuse and combat discriminatory practices. For example, advertisers will be restricted from excluding audiences based on characteristics such as ethnicity or religion.

EMarketer: Facebook tops social media usage for all age groups — except teens (eMarketer)

Facebook’s user base in the U.S. will grow 0.9% this year, reaching 169.5 million, according to new report from eMarketer. Though the platform’s growth is plateauing, Facebook remains the most-used social media network for all age groups, except for one: teens.

Facebook Watch Is Going Global; Expands Advertising Capabilities (Fortune)

Just over a year after its launch in the U.S., watch video channels and social interactions will be available around the world. The service also updated its advertising guidelines with its global launch, allowing more content creators to include ad breaks and earn revenue from their videos. Facebook claims more than 50 million American users view at least a minute of video on Watch every month, with viewing rates increasing.

Blogger: Emergence of Messenger vs Email (jumper.ai)

According to one blogger, Messenger is the only service that not only integrates with paid ad campaigns directly, but also has the ability to leverage the super high engagement conversational commerce provides whether or not your user is on your site.

 

Facebook is playing nicer with publishers by easing up on ad and content restrictions (Digiday)

Facebook has been letting some media companies sell their own mid-roll ad inventory while loosening up restrictions on content exclusivity on Watch, and some publishers are starting to reap the benefits. Earlier this summer, Facebook began letting some publishers sell their own mid-roll ad inventory after initially doing all the selling itself.

OTHER HEADLINES

  • Facebook bans Myanmar military officials following damning UN report (engadget)
  • Top Facebook communications exec Rachel Whetstone is departing for Netflix (Recode)
  • Facebook has named Antonio Lucio as its new CMO (Variety)