Hi, I'm Jan Rezab this is Social Media Minute.
Facebook has become the place where you not only talk to your friends
but mostly you start discovering news.
This has had an impact on where news organizations get their traffic.
Naturally, Facebook is trying to keep the traffic directly on the website.
They've launched these Facebook instant articles.
Which essentially, for the user, is just a better experience. They load faster,
they have the same ads from that publisher,
the publishers can put in their ads, their measurement,
they can also put in the Facebook ads
which honestly is gonna be more efficient
for the publisher because Facebook has
a superior targeting to any publisher in the world.
But they can make their brand and sponsorship deals which is important
to the publishers and to the ones making news content.
On the other side you have Google.
With their Google AMPs, their own instant articles.
The discovery of articles, it's interesting,
we have some stats from Statista made by Parse.ly,
you discover lifestyle related content dominantly on social media.
Heavily dominantly, over 79%.
Whereas if you're trying to look for something specific
you still go to Google Search.
The thing is obviously, how is this gonna play out?
When Facebook makes its search more rational
people will probably end up doing that on Facebook as well.
But right now they're discovering more of that emotional content.
Which is interesting.
Emotional in both ways. Positive lifestyle and
some of the negative hoaxes, bad news, we're getting a lot of that as well.
What does that mean for brands?
It means, we've already said that over and over
you need to become a content publisher.
You can't just take one of your video ads and shove it to users
on a regular basis.
Because there's no value-add
in the increased frequency on a regular basis.
Me seeing your ad on Monday, Wednesday, Friday and the next week,
I mean it becomes boring, you hide it in the newsfeed,
like you never wanna see that content ever again.
You need to come up with a story behind your brand.
But not only about your brand but mostly about how people use it.
If selling electronics, you need to talk about the lifestyle experience.
If selling a drink, it's harder but Red Bull's done it.
Talk about the general experience of the fun and brand and what you represent.
We're gonna do more pieces on publishing houses
and examples diving into that.
Thank you and keep watching us every Monday morning.
For more infomation >> GOOGLE'DA ARANMAMASI GEREKEN İĞRENÇ ŞEYLER! (ARADIM) - Duration: 11:53. 
For more infomation >> Manifesto On Gender Inequality By Google Employee Stirs Backlash - Duration: 1:03. 
For more infomation >> TPLink Google OnHub DualBand WiFi AC Router - Duration: 4:33. 
Không có nhận xét nào:
Đăng nhận xét