In trying to be competitive with Twitch and YouTube, Facebook created Premiere as an alternative to users going Live when video streaming. This new video option, which has been slowly rolling out to business profiles over the summer, officially rolled to all pages on October 2nd. For all the introverts and perfectionists in the world, this is an amazing tool.
Premiere helps to eliminate marketing anxieties by allowing users to create videos that range from 30 seconds to 3 hours, edit them to their heart’s content, and launch them in a way that performed similarly to a Facebook Live video. Pages access Premiere by creating a post, uploading a video, and choosing “Premiere” instead of Publish or Schedule.
Once you choose Premiere, you’re given the option to schedule when your video will launch, which is a godsend for busy business owners and social media managers. Once you schedule your Premiere launch, your page followers receive a notification that you have a scheduled video event and are asked if they would like to set a reminder. If users do not select the reminder button, they do not receive another notification that the Premiere event has launched, unlike a follower’s experience with a Live event.
We experimented with a client’s page who had never used Premiere before. We first had a Live event and then a week later launched a Premiere video.
Pros of Going Live:
Campaigns can be created to promote Live event, which grow viewership and brand awareness.
Followers received notification when the event started and after.
Engagement was in real-time and the added icons that appeared in the feed spurned other’s to engage.
Viewers could ask questions and pages have the opportunity to answer during the event.
The Live video feed can be saved for future content creation.
Cons of going Live:
Going Live should happen during peak viewing times and it’s important to market the Live event to have the most viewers at a specified time.
Real-time feed meant accidents happen and technical features needed to be tested on a private account to ensure the best experience. Internet connectivity, microphones, lighting, turning off auto-updates and applying the Do Not Disturb feature all had to be checked off to ensure the Facebook app performed adequately.
A team can go a long way with testing and engagement while one person operates the camera. Without a team’s engagement, the algorithm may not allow your reach to gain much traction.
On the fly post edits can interrupt the feed so information will need to be carefully planned before the event.
You need to be on a device that can record, run the FB app, and connect to the internet, which means your phone or tablet, so bring a portable power supply.
You cannot boost while Live, but you can run ads after the event.
Pros of Premiere:
Is easier to run marketing campaigns through many channels to reach their audience and increase viewership because you can set the exact launch time.
Ability to record multiple takes and edit on your schedule.
No need to test connectivity if you have time to edit and load in the comfort of your office or home. You will still need to test microphones and lighting options.
You do not need to rely on your mobile device to record footage.
Post edits can be made easily.
You can pay to promote the post after it’s launched.
Cons of Premiere:
There is notification of when the video will be launched, but this means that you will need to load it at a peak time to ensure many people receive the notification.
Followers do not necessarily receive notifications of the video and if information is time-sensitive it can be lost in the users’ feeds, only to appear days later or never.
Premiere videos do not receive the same engagement emojis (the hearts, thumbs up, etc.) or displayed comments and this seems to reduce the engagement and consequently the rate of impressions.
Overall Facebook Live Vs. Premiere
The Live event had more than 2,500 organic impressions within 24 hours while the Premiere video, which was launched at a similar time of day, received less than 1,000 organic impressions within 24 hours. The Live event was more than 8 minutes long while the Premiere was slightly over a minute long. Both were in the same setting and featured the same brand ambassador. The Live video also had more than 300 clicks and over 160 reactions while the Premiere only had 22 clicks and 23 reactions.
Additional metrics reinforced for us that while Facebook may say Premiere performs similarly to Live videos, it is not a 1:1 result. Both Live and Premiere videos have better reach than static image posts, but in our test, the Premieres performed only slightly better than a well- scheduled video post. Engagement is still the key factor with how many views and the reach of the post, and Live is the winner in that regards. We recommend that you continue to check-in, tag, and use hashtags to get the greatest reach possible. Follow your insights and promote your video events, whether it’s Live or Premiere, to get the most buzz for viewership.
Did you know Facebook shared in their Second Quarter report that they saw an average of 1.47 billion users per day in June 2018? Or that mobile advertising represented approximately 91% of their advertising revenue? So what does this mean for you… well, if you’re advertising on Facebook, you’re probably advertising to mobile users, and if that’s true, are you constructing advertising that performs well for the mobile user?
We’ve shared with you before key tactics like consistently using video and story-telling versus product placement when you post. Are you translating those tips into your mobile advertising? Does your product video hit-the-mark on being captivating and engaging?
Here are some tips to explore with Facebook mobile advertising:
Have questions or need training creating or managing your mobile advertising? Schedule a consultation or social media training with Leslie Laney.
Last month, we discussed how important HTTPs are for your website. We covered how having a verified, secured website can impact your ranking on Google and on the warning messages that visitors may receive from their browsers if visiting a page that does not have an SSL. Another important change announced with Google’s 2018 ranking factors focuses on a website’s speed when it loads on both desktop AND mobile.
Now, why does Google care you may wonder? More than 50 percent of users access the web via their mobile device1. If a page loads slowly, a visitor will become frustrated, back out to Google, and search again. Google tracks that activity and assesses the rank of the site lower because users spent so little time there. Google wants satisfied customers and, in Google’s terms, satisfied customers find answers quickly because Google provided quality search results.
Google, of course, has the tools to analyze a site’s speed and mobile-friendliness based on site analysis alone, and we’ll share some of the tools developers use. You can test your website’s mobile speed by visiting these two resources - https://testmysite.thinkwithgoogle.com/ (this will tell you your load speed, your estimated visitor loss, and how you compare in your industry) and https://developers.google.com/speed/pagespeed/insights/ (this site will tell you what is impacting your speed and gives tip on what’s working, what’s not, and gives a checklist on how to resolve some of your issues.)
If your site comes up as “poor” or “very slow”, you can talk to your web designer on the best ways to increase your speed and make your site more mobile-friendly. Want to test whether your website is mobile-friendly? Use this tool from Google’s Mobile Friendly Test.
Unsure of how to interpret the results, don’t have a web designer, or are you ready for a more dynamic site that is mobile-friendly? Our team can help. Contact us for a consultation today.
What is your annual marketing budget? No, that’s not the important question, the important question is this “How did you hear about us?”, and here’s why – unless you are quantifying your marketing efforts, you will never know what drives people to your business and where your marketing dollars are making an impact.
If someone orders a sales item that you’ve spent money to advertise on your social media, paid to update your website or had signs designed and printed for your windows, how do you know what caught their eye and created a sales success for your company unless you dig down and ask the question?
Does the question seem awkward to ask? Practice it and after just a handful of people, it will be part of your natural rapport. Plus, it opens communication with your customers and you’ll get to know them better. Customers remember where they feel appreciated and heard, and it can be a deciding factor in your getting repeat business.
Make this part of your entire staff’s training. Create an easy-to-use, trackable system to record the data. Update the tracking system when you make a change. When you make a change, pointedly ask the question to your patron, e.g. “did you see our ad on the website, too?”, “what did you think of our new sign outside?”, “did you use our app/read our newsletter?” It’s ok to ask. It’s ok to drill down. It’s how you get feedback and it’s how you improve your company.
If your business or website can be found via Google, you’ll want to read this next part: Free SSL certificate offers can do more harm than good. We’ve been receiving a lot of questions from companies who are receiving email offers and robocalls about ways to make their website HTTPS secure. We’ll talk about why being certified secure is important in a moment, but first, here are the issues with the offers you may be receiving:
SSL certificates can deeply impact your company. Google has been pushing for companies to switch from an HTTP to an HTTPS site since 2014. The goal is to encrypt sites so that both the company and the user’s data are protected. This is a very good thing, however, doing so incorrectly can cause headaches, even loss of business and have legal ramifications.
You’ll notice on browsers, like Chrome, that if your site does not have an HTTPS it will be flagged as “Not Secure”. You’ll also notice that if you do a Google search, your company will not have a green lock next to the result. Not having the green lock can do a couple things:
If you are ready to switch from an HTTP to an HTTPs, it is vital to have your site assessed so that nothing is broken by the changeover. Each and every client is different, which is why A Media Marketing offers a free consultation to determine what is the safest and best practice to upgrade/update a website’s SSL-certificate. If you’re ready to get your green flag and improve your website’s encryption, schedule your review today. Contact Us Now
Oh, social media, you had us at algorithm. What I mean by “had us”, is you confused us, toyed with us, and made us change our approach, again…and again…and oh, yes, it will happen again. Anyone marketing on social media knows there have been drastic changes over the past 24 months, and social media platforms are not making it easier.
What’s the algorithm, why should you care, and can you master it? If your lifestyle is in anyway dependent on marketing and customer reach, you should care about the algorithms employed by sites like Google, Facebook, Twitter, Instagram and LinkedIn. We could say an algorithm is a deep, dark cauldron full of toad stools and magic beans, that somehow determines our entire social media presence, but that’s overkill. It’s simply an incredibly complex, ever-changing set of parameters that determine what we see, how often we see it, and for some reason thinks it knows better than we do what we’re interested in. Algorithms are understood to be a necessary evil to filter the “best results” for the platform’s customers, and lots of people invest truckloads of time, money, and energy into competing with other algorithms to keep your attention. Unfortunately, there isn’t a quick and easy handbook to follow; it takes observation, practice, and testing to see if you are mastering the algorithm.
Social media moguls have been listening to their users about their dissatisfaction regarding the inundation of sponsored ads and are finding ways to maximize THEIR customers’ experience, not YOUR customers’ experience. (That’s important to keep in mind when planning your marketing approach; it’s best to not put all your eggs in one social-media basket.) Through a process called Deep Learning, Facebook has been a pioneer of sorts manufacturing its newsfeeds into a balance of viral fluffy pet videos, family and friends, and advertising. Whether or not you’re spending ad dollars on a social media platform, you may be noticing that your reach is not going as far for the money you are spending. It’s because through processes, like Deep Learning, the social media platform can guesstimate if your post is going to be engaging or not and determine if they want to use their precious balancing time to promote your particular post.
Do not despair! This does not mean that the big guys, like Coca-Cola and As Seen On TV, automatically receive the bulk of the allotted advertising spots. They may not be getting their dollar’s worth either because their ads do not have what the social media platforms desire:
Want to learn more about social media advertising and the algorithms? Schedule social media training with Leslie Laney at A Media Marketing. Contact us today!
You want to reach Millennials and Gen Z’s, huh? Well, then you need to master Instagram and Snapchat and understand the do’s and don’ts of these social media machines. This little nugget of free information will focus on Instagram, but we offer social media training for both.
Did you know there is a secret Instagram menu? Do you want to learn the secret handshake that unlocks it? Schedule Instagram training with Leslie Laney. Contact us today!
Here are some topics we’re happy to help you or your organization with, or you can ask for a custom experience:
The Basics of Instagram – How to add multiple accounts to separate personal from business, how to post, how to create stories, exploring filters and other IG tools
Intermediate Instagram – Social media marketing 101, including an introduction to themes and stylization, posting management, including how to hide offensive commenting, start Live videos and join live videos, hashtags and engagement
Advanced Instagram – Exploring the secret menu, creating IG campaigns, using branded and unbranded hashtags to build user content, the power of influencers, Instagram ads management
Instagram Art – Tips and tricks on how to create interesting Stories and Posts using apps, filters, and built-in features.
Snapchat 101 – Getting started on snapchat, profile management, using filters
Snapchat 201 – Using Snapchat Kit and Snapchat Ad Manager Advanced Snapchat – Planning a Snapchat Campaign
Are you throwing away valuable information? Social media platforms have realized that if they want to enter the advertising business, they better let purchasers know how their invested dollars perform. Have you taken advantage of the various tools that each platform is using? Have you taken the time to experiment with how your audience interacts with your social media engagement?
There are many blogs that will tell you the best time to be on such-and-such a platform is between the hours of 3 pm – 8 pm Tuesday - Thursday or to 6 am – 1 pm Monday – Wednesday, but is that what YOUR analysis is showing? Knowing your customers’ behavior is key – we know that’s not the first time you’ve heard this – but how is their behavior changing yours?
CASE STUDY: After two months of experimenting on Facebook with a local health business page, the page managers learned that while their posts were geared towards all ages and leaned towards posting in the afternoon, their audience composition and behaviors were surprisingly different than expectations. Their audience was in general: early risers, women, over 55+ who logged off in a great percentage by 3 pm, and who were more interested in the uplifting health stories than they were sales and discount opportunities. This changed the behavior of the page managers. An effort was made to use softer images and language, focusing on relatable stories that were told from a female perspective, and answered questions that a caregiver might focus on. Posts were scheduled to take advantage of algorithms that would assure the early risers would find fresh content.
THE RESULT – a 32% increase in post engagement and a 10% increase in organic impressions in just the first week! What happened after that? We’ll learn after they check their insights!
What should you do? Learn how your social media provider reports analytics. Experiment with a content purposeful calendar. Schedule time at the beginning and end of each week to appreciate your customers’ behaviors. Adjust your social behavior to best gain traction with the social media algorithm.
Can you describe your company, appeal to customers, and provide a wow factor in limited characters? Social media platforms are challenging businesses and marketers to do all three while keeping the shortest attention span ever in mind.
You can do it with these tips and tricks:
Did you know that Video on Facebook has over 5x's the reach than a photo does? Just think, how often have you gone a day without seeing video online...
Video is an absolute must for marketing your business. And we have created something that is simple and easy for you to integrate into your content calendar. Social Media Engagement Video 5 or 10 packs! These videos run an average of 7 to 10 seconds which is perfect for the ever shrinking attention span. And with the algorithms changing on what type of content is getting delivered to your audiences newsfeed, it is imperative that you are turning your content into video format.
Call us today and schedule a free consultation to see how we can assist you in doing just that! These video packs create economical options for your business to get in front of the eyes of your customers. Call 813-933-2788 or email us today!