Improve your video marketing with Facebook's new metrics

Facebook has updated its metrics interface for videos, largely by popular demand from page owners and marketers using the platform. Facebook’s 1 billion registered users now watch 100 million hours of video every day (that’s 11 millennia of video content viewed every 24 hours!). While YouTube still reigns supreme as the dominant video platform on the internet, Facebook’s numbers are drastically growing. The vast social implications of the network make each of its video views and interactions worth different amounts than views on YouTube or other less social platforms.

The new Facebook videos metrics page

The older Facebook videos metrics page

Tracking the performance of video marketing on a dynamic platform with a complex network like Facebook can be tricky, and the latest batch of updates helps to make life easier for analysts.

What’s changed?

Total minutes watched

Facebook will now get even more detailed in what they report how videos are watched. Taking a page out of YouTube’s playbook, Facebook’s metrics now show how long users watch a video.

BENEFIT:

Previously, Facebook showed only the number of views, which didn’t fully take into consideration people who viewed half the video before navigating away. This fills in the blanks, and helps to illustrate exactly how valuable and in-depth each view is.

The 10-second view-count

Facebook will now show when a video is viewed past the 10-second mark. And for videos that clock in at under 10 seconds, a view will be counted when a user watches at least 97 percent of the clip.

BENEFIT:

When scrolling through the News Feed on Facebook, videos can easily make impressions on users, especially with autoplay enabled. But impressions are vague and passive, and don’t fully communicate any real value. Facebook can now segment your views, similarly to YouTube, and show info on what works and what doesn’t. Knowing which videos keep users’ attention the longest can help you fine-tune your production, with a focus on engaging and captivating your audience.

Advertisers will be able to take special advantage of this since Facebook announced last summer that they will only charge for ad views over 10 seconds.

Muted videos are now analyzed

Ever been surprised by how high your mobile data usage is in a given month? Facebook videos autoplay by default whenever they are visible on-screen. They play silently (users have to turn up the sound manually to hear the video), but views are logged as long as the video is playing. This is why Facebook metrics now give publishers information on how many people watched the video with the full sound versus those who chose not to enable sound.

BENEFITS:

While some people disable auto-playing videos on the mobile app (mostly to save on data), many users don’t change the default setting. Auto-played views from someone who hadn’t sought out and watched the video on purpose are not quite as meaningful as YouTube views, for example, which necessarily require more action to find and view.

Analyzing the number of sound-on views can help you weigh the value of each view more accurately by highlighting who watched your video with more intention.

Many users enjoy watching videos as they scroll through their News Feed, but often find it more convenient to listen without sound. Learning about the breakdown of your viewers can help you plan your videos. Topics including news, recipes, sports, lifestyle and short how-tos easily lend themselves to having text in the video so that viewers can watch in silence but understand pertinent points.

Not only can publishers get a more accurate snapshot of who is watching, and in what capacity, but this information about users’ patterns can also provide insight about who your viewers are and what marketing techniques work best for engaging them. Marketers are now better equipped to infer whether segments of their viewers are at work, at school, at home, on the go or more.

It’s safe to say that with this update, marketers will continue to increase their use of text and subtitles, as well as modify their videos to be even more reliant on visuals than sound. Head to the Video Metrics section of Page Insights on Facebook to begin digging deeper into your video metrics.

Ben Silverman is Brafton’s Marketing Writer. His writing experience dates back to his time reviewing music for The UMass Daily Collegian at UMass Amherst. Ben joined Brafton with a background in marketing in the classical and jazz industries. When he’s not writing, he’s playing drums, guitar, or basketball.

Improve your video marketing with Facebook"s new metrics

How marketers are using Facebook's direct messaging apps

Even though Facebook Messenger and Facebook–owned WhatsApp don’t allow for third-party advertising, brands are making use of the direct-message apps for marketing.

The social media giant acquired WhatsApp in October 2014 for $19 billion, and recently made a change that made the app free. In early December Facebook made a significant change with Messenger allowing businesses with Facebook plugins on their websites to include a Messenger box that allows visitors to initiate chat sessions with the company via Messenger from mobile or the desktop website. This gives marketers a more direct customer service link to concerned or engaged consumers. What’s enticing for marketers is Facebook doesn’t charge for the live chat plugin, and it allows marketers to tie into Messenger’s 700 million monthly active users.

While neither app allows for third-party advertising, thanks to Messenger’s open API, it has a leg up on WhatsApp for marketing on the app, according to Eyal Pfeifel, co-founder and CTO of imperson Ltd. What’s more, he points out, WhatsApp seems to have “different strategies regarding brands and consumers.”

The social networking giant only recently opened Messenger to businesses with the Messenger for Business initiative, he explained. Pfeifel told Marketing Dive imperson markets on Messenger, saying, “We are using Messenger to provide a one-on-one engagement experience for users, enabling them to chat with familiar characters from TV or movies.”

Imperson’s marketing on Messenger is based around engagement, according to Pfeifel. “We believe that creating an entertaining experience is critical, so this is one of our main tactics. In addition, using familiar characters (like famous TV or movie characters) helps create the emotional attachment that is also important in such an engagement,” he explained.

Other ways brands are using Messenger include e-commerce companies Overland and Zulily that partnered with Facebook with the launch of Messenger for Business in March 2015 to send customer notifications about shipments and even conduct transactions on the app. Facebook even offered peer-to-peer payment capability in select U.S. cities, although that hasn’t yet turned into a widely available Messenger feature.

What’s up with WhatsApp?

Even though WhatsApp doesn’t have an open API or a WhatsApp for Business like Messenger, brands are still making use of the app for marketing. One example is jeweler Rare Pink with 10% of its clientele – often buying engagement rings – communicating with Rare Pink’s sales staff exclusively through WhatsApp. According a Forbes article, the draw is the app is an online medium available to Rare Pink’s customers while they are at work, and the app doesn’t trigger retargeting ads that might show up on a computer and possibly be seen by the intended recipient of the ring.

Rare Pink’s co-founder and CEO, Nikola Piriankov, told Forbes, “Most of our customers are men who are worried about the whole secret being caught.”

Although there’s no clear path for Facebook to monetize marketing on Messenger or WhatsApp, there are plans to possibly charge businesses looking to connect directly with an audience on WhatsApp. Founder Jan Koum told the New York Times the team was testing how those services might work and pointed out that companies are actively using WhatsApp, especially in developing countries.

Separately, Koum wrote in a blog post that the app is experimenting with ways to allow brands to use the app to tap into its vast audience – which is close a billion global users.

“Starting this year, we will test tools that allow you to use WhatsApp to communicate with businesses and organizations that you want to hear from,” Koum wrote. “That could mean communicating with your bank about whether a recent transaction was fraudulent, or with an airline about a delayed flight. We all get these messages elsewhere today – through text messages and phone calls – so we want to test new tools to make this easier to do on WhatsApp, while still giving you an experience without third-party ads and spam.”

Given the large user base for both apps, marketing on Messenger or WhatsApp offers marketers a chance to provide personalized services and engage with consumers one-to-one. Though consumers can expect to not see ads any time soon in WhatsApp, given the unique direct-to-consumer messaging possibilities available through the app, they might expect to see more brands logging on nonetheless.

How marketers are using Facebook"s direct messaging apps

Marketing consultant Mari Smith addresses Facebook's untapped potential for businesses

Six years ago, Facebook created fan pages that allowed businesses to promote themselves to customers and friends who “liked” them. It was a move that lowered the cost of marketing and allowed businesses to reach potential customers who were already connected to their existing customers. Even before then, Mari Smith, a Canadian marketing consultant, had recognized Facebook’s potential for marketing and started teaching companies about it. This year, Facebook itself hired her to be a presenter in a four-city roadshow to reach out to small businesses. That event came to Minneapolis in July. Smith was back in town this past week for the Converted conference hosted by LeadPages, the firm that offers online sales tools.

Q: How did you first get on Facebook?

A: In early 2000s, I was doing e-mail marketing, relationship marketing, teaching and talking about the power of networking, participating in both online and offline events and very active in my local community before social media began to grow in popularity. In 2007, I first got on Facebook. I was on a beta test team for a game app. And I just fell in love with the platform. I thought, “Wow, there’s something profound and powerful about this.” Within about three weeks, I was asking everyone I met, “Are you on Facebook?” When Facebook fell in my lap, I just knew it was my next career.

 

Q: Why was Facebook different from other social networks?

A: I had an account on LinkedIn and one on Ryze. I could never get into MySpace. When you looked at MySpace, it was all of these animated GIFs and videos and colors and no two profiles looked the same. When I saw Facebook, I loved the white space and the uniformity of the profile. You know exactly where to find where a person lives, what they did, interests, mutual friends.

 

Q: How has marketing on Facebook changed?

A: In 2008, Facebook first introduced the fan page, or the business page, where you could gather up an audience and post content to them for free. The company went public in 2012, and it’s been a changed game plan ever since then. It’s a diminishing organic reach, which has been very frustrating for a lot of businesses that have been there for a while. The good news is that Facebook is the most targeted traffic that your advertising dollars can buy. You can get so granular with your targeting because of the inordinate amount of data that Facebook has gathered from user activity and because they have partnered up with different data companies that provide information from surveys.

 

Q: Are you saying it was easier to market on Facebook a few years ago?

A: Absolutely. Eighty percent of Facebook users are looking on their mobile device and they’re checking 14 times a day. It’s an eye-popping stat for business owners. But if hundreds of millions of people are looking at that little screen, that’s coveted real estate. You’ve now got an excess of content, an excess of posts. Every time someone logs into Facebook, they can see thousands of stories or posts from friends. Facebook uses a complex algorithm to knock that down to around 150. It’s very, very filtered. Back in the day, a business could get 50 or 60 percent reach. Say you have 10,000 fans on your page and you make a post and it goes viral, meaning people share it, and you go beyond your 10,000. Now, it’s trickier to do that because of these tightened-up algorithms. Facebook would much rather that businesses pay for placement vs. getting that organic, viral reach. You’re much more effective and likely to create success by having a solid ad strategy including getting your content in that coveted news feed in front of the right target market.

 

Q: What can a small business do?

A: I’ve used a three-part formula for years, and it pretty much works for all social networks. It’s basically content, engagement and conversion. Facebook actually hired me earlier this year doing these live events called “Boost Your Business” for small-business owners. The common thread in the businesses that Facebook is featuring at these events is they’re very good at telling their story. The second thing is, you’ve got to have that engagement. So responding to fans, liking comments, excellent customer care. And the third part is converting. That’s where the paid component comes in, making special offers, drive people to a landing page, collect e-mail addresses, integrate a direct e-mail campaign. LeadPages plays a role because they make really excellent landing pages.

 

Q: Do small-business owners really understand all of this?

A: The vast majority of small and medium-sized businesses are struggling to keep up and struggling to know where to focus. They get overwhelmed when another social network comes on the scene, like Periscope with its live video. And then, Facebook is always changing its features. The ad tools are not that easy to understand so they delegate. Facebook did a similar tour last year, and they heard that people wanted custom help. So they asked me to sit down and talk one on one to audience members at their events. I thought I was going to hear, “What’s a pixel?” and things about using Facebook. Instead, I heard, “I’ve got a restaurant, how do I get more people in my restaurant?” Invariably, businesses just need more help with marketing.

 

Q: Does Facebook provide help to businesses that want to market using Facebook?

A: Right now, what Facebook has is a couple of things. They have some online self-study modules called Blueprint. You can find them at facebook.com/blueprint. And if a business is spending a certain amount per month on their ads, they will have access to one of Facebook’s ad managers. There really is this big gap that the “Boost Your Business” tour is designed to fill. I think what we’re finding on this tour is people need a lot more help than Facebook even realizes.

 

<!– ENDNOTE REMOVED

Evan Ramstad • 612-673-4241

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Marketing consultant Mari Smith addresses Facebook"s untapped potential for businesses

2 New Surveys Point to Facebook's Continued Growth

Facebook For Business is building upon its value proposition for marketers. Image source: Facebook

Facebook‘s (NASDAQ:FB) growth has been well-chronicled. On the back of strong advertising revenue, which now comprises 95% of Facebook’s revenue haul, the company has grown its top line 40% on a year-on-year basis through the first half of this fiscal year, pulling in nearly $7.6 billion in revenue versus $5.4 billion in last year’s corresponding period.

From an operational standpoint, perhaps the biggest development for Facebook over the last year or so has been the tremendous growth in its native video hosting platform. Earlier this year, the company boasted its service had surpassed 4 billion daily video views, up from 1 billion in September 2014, putting Alphabet‘s YouTube firmly in its sites for video-hosting supremacy.

Facebook’s video growth hasn’t always been smooth: The company has had a contentious relationship with content creators that fill YouTube, as Facebook seemingly lacks a defined revenue sharing policy and a firm policy to prevent “freebooting.” However, the news as it relates to advertisers is decidedly more optimistic.

Facebook’s real customers — advertisers — are seemingly not concerned
Facebook’s real customers, as in who actually pays the company, seem unconcerned with these issues. Interestingly enough, a new survey jointly published by analyst firm RBC Capital Markets and advertisement-related publisher Ad Age found Facebook tops YouTube among advertising professionals from a return-on-investment standpoint.

According to the survey, 11% felt Facebook’s video ads were significantly better than YouTube, while an additional 25% that felt ads on the platform performed somewhat better. On the other hand, only 6% and 15% felt YouTube ads performed significantly and somewhat better, respectively.

And that’s important as advertisers look to transition their ad spend from television (more on this later) to digital video ad spend. eMarketer predicts 2015’s digital video ad spend to increase to $7.8 billion, up 34% on a year-on-year basis. The company expects growth to slow to 12.1% in 2019, topping $14 billion in 2019. If Facebook is able to offer a better ROI — or simply a better perceived ROI — this could be a boon to shareholders.

It’s not just YouTube that should be worried about Facebook
However, YouTube may not be the one with the most to lose in eMarketer’s data. In the end, it may be television and the supporting monetization chain that get hurt in the upcoming years. Nielsen (via Ad Age) portends future struggles for networks with two highly coveted demographics.

Per the study, in a typical month, 14.2% of millennials can be reached with Facebook only, versus 12.2% who can be reached using TV only (TV is defined as the top 10 networks). For Hispanics, those numbers are 17.5% and 16.3%, respectively. Overall, a combination of TV and Facebook still is the best way to reach these two groups, but if a mutually exclusive marketing decision occurs, Facebook could further win ad spend.

On a demographic basis, Hispanics and millennials are two highly coveted groups, as they are expected to grow in both population and in spending power. In addition, both groups are younger than the median age of the U.S. population (one by definition) and are growing more rapidly than other demographics as well, according to Ad Age. If Facebook is a better outlet to reach these consumers, through video and other ad-based delivery, eMarketer’s estimates of digital ad growth could be low and Facebook’s top line could continue to grow at its rapid clip.

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2 New Surveys Point to Facebook"s Continued Growth

Taking names: Facebook's newest ad unit could help retailers boost their email lists

Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.

Facebook Inc.’s latest advertising product could help retailers add names to their email marketing lists.

The social network today rolled out lead ads, a new ad format that eliminates the need for shoppers to fill out forms, such as an email marketing signup.

“These days people expect to be able to do everything from their phones,” Facebook states  in a blog post. “Mobile phones are where people communicate and discover the things they like, but historically, it’s been difficult for people on mobile to signal to businesses that they want to learn more about their products or services.” Lead ads aim to address that challenge by giving shoppers a way to sign up to receive information—like marketing emails and special offers—from retailers and other businesses in two clicks.

Here’s how the ad works: When a consumer clicks on a lead ad, a form that’s automatically populated with the contact information he has shared with Facebook, such as his name and email address, pops up. The consumer can then either edit that information or click a Submit button.

The information shared in a lead ad can then be integrated in real time within retailers’ customer relationship management systems, assuming that they work with one of the six vendors that Facebook is working with—Driftrock, Marketo, Maropost, Oracle Marketing Cloud, Sailthru and Salesforce. 27 retailers in the 2015 Top 500 Guide use one of those vendors’ systems, according to Internet Retailer’s Top500Guide.com. Merchants who use another system can manually set up a link between their CRM system and Facebook through a software conduit known as an application programming interface, or API, or they can download lead information manually into a comma-separated values, or CSV, file.

Shoe manufacturer and retailer Stuart Weitzman LLC used lead ads to find shoppers who wanted to receive its marketing emails, which feature updates and an “inside look into the world of Stuart Weitzman.” The ads yielded a 52% more efficient cost per lead across domestic and international markets, says Susan Duffy, chief marketing officer for the retailer, which is No. 473 in the Internet Retailer 2015 Top 500 Guide.

Email is a particularly appealing marketing channel for online retailers because it is easy on marketers’ budgets. For instance, Forrester Research Inc.’s “The State of Retailing Online 2015: Marketing and Merchandising,” which is based on a survey of 224 North American retailers, found that merchants email’s average cost per order is $6, making it the least expensive channel among the 32 channels it examined. For the sake of comparison, the average cost per order for retargeting ads is $10, $11 for affiliates and $28 for social media ads. 

Taking names: Facebook"s newest ad unit could help retailers boost their email lists

5 Ways to Deal with Facebook's New Algorithm Change

In case you somehow haven’t heard, there’s a new Facebook algorithm change.

Yes, the company has decided to make a few changes to its News Feed.

Right off the bat, the Facebook algorithm change gives priority to content that is directly posted by friends. According to Facebook’s blog, “content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it.”

Beyond that, Facebook users also get fewer updates about whether or not a friend has liked something or commented on a post.

Well, that’s it. Game over for organic traffic, right?

Come on, you can’t be serious. For starters, the Agorapulse Barometer determined that the average amount of organic reach that a page has per post on Facebook is 18 percent.

Sure, you’re not going to be able to spam your audience’s News Feeds anymore. But guess what? Spamming was never the most effective way of reaching your audience anyway. If you’ve been relying on that, your social media marketing strategy has been flawed from the start.

Ditch the Hard Sell

Alright, let’s all just take a step back and think about this Facebook algorithm change. Instead of approaching this from a ‘Why is Facebook doing this to us?’ stance, try to understand the logic behind this decision.

Now, Facebook may just feel like another advertising platform to you. But remember, at its core, it’s a social network. Social networks (especially the good ones) are built on the concept of stacking positive emotions. Interacting with your friends and learning interesting things are primary examples of this.

So how does the average person feel seeing your “buy our product today” post? At best, indifference. At worst? Annoyance.

Here’s the deal: you need to forget about traditional marketing. You’re on Facebook to connect. Save the converting for your website or blog.

Interact With Your Audience

Speaking of connecting, it’s amazing how few businesses actually do this. Part of engaging your audience is, well, actually talking to them. No one is saying you need to address every comment on every post, but you do want to develop a rapport with your audience.

Forget about the benefits of getting free feedback from the people you’re trying to sell to. By being accessible to your audience, you stop being a faceless entity that’s after their money and become the business that cares about providing value to their customers.

Provide Value, Not Email List Bait

Even though this tip is a bit more general, the Facebook algorithm change makes it all the more necessary. In fact, it may be the most useful piece of advice on this list for struggling business owners.

If you’re trying to trick your audience into signing up for your email list, you’re wasting your time (and a perfectly good opportunity).

Instead of focusing on getting people’s emails, think about creating a resource so useful that your audience can’t believe you just want their email address. Not only does this make you look like an authority on the subject, but it also increases the odds of that person actually staying subscribed to your emails.

Provide News, Not Self Praise

If you’re writing a post on Facebook, make sure it’s informative. Notice how we didn’t say ‘promotional’.

Pushing your own products might seem perfectly acceptable by traditional marketing standards, but Facebook isn’t about being traditional. Facebook is about connecting with your audience, plain and simple.

Give them the truth and they’ll respect you. Ignore that advice and you’re going to have a hard time getting people to take you seriously.

Never Settle

Now, building your brand is an important first step. In fact, it’s usually the main reason people picked your business over the competition.

Unfortunately, once a brand has been successfully built, most businesses get complacent. They don’t want to rock the boat.

Need an example? Take a look at AOL. Back in the late 90s, AOL wasn’t just a part of the Internet business industry, they were the leading Internet service provider of the time.

Those infamous AOL CD’s? They may seem laughable now, but they were actually a brilliant marketing technique that propelled the company into the mainstream.

Sadly, after struggling with the death of dial-up Internet and trying to compete with companies that embraced the future, AOL failed to bring anything new or exciting to the table and became a shell of its former self.

Moral of the story? Get with the times or get left behind. Innovation and expansion aren’t optional if you expect to run a successful business.

If you want to continue to succeed (especially on a site like Facebook, where novelty is king), you’ll need to constantly innovate and bring more and more to the table.

After all, when it comes to Facebook, you’re only as good as your last post.

Facebook Mobile Photo via Shutterstock

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5 Ways to Deal with Facebook"s New Algorithm Change

Facebook's Chris Gomersall Departs For His Marketing Startup Atomized

Chris Gomersall has spent the past three years working with brands and agencies at Facebook, where he was the first creative strategy leader. Now he’s leaving to run his own startup, Atomized.

Gomersall told me that he’s trying to solve a problem that he saw again and again in meetings with marketers — when they needed to bring out the creative assets for a campaign, that usually meant looking for a folder full of papers, pointing to art on their cubicle walls or saying, “Let me pull up this email, I think I have a PDF, but it might be old …”

At the same time, those assets are being used in an increasingly wide variety of channels and platforms. Even if you just look at social networking, there are new products taking off, existing networks remain important, meaning that marketers face pressure “to add more and more.”

“It’s becoming atomized, with your content or your creative execution broken into thousands of little pieces,” he said.

Hence the name of the startup. Atomized tackles these problems by giving marketers shared calendars to manage all their campaigns across different media, including print, TV, outdoor and online. It allows those marketers to see how their photos, videos and other creative assets will look in each medium, and customize the presentation accordingly.

While Gomersall just left Facebook, he’s actually been working on Atomized for more than a year — with the permission of his bosses at Facebook, naturally. He admitted that there was some skepticism when the company found out he was working on marketing software on the side, but he got approval “when they realized I wasn’t an engineer.”

Atomized remained a nights-and-weekends project until recently, when Gomersall realized it was time to commit to the startup — both because he was starting to feel “maxed out” between his two roles, and because marketers aren’t eager to work with startups that don’t have a full-time CEO.

Asked where the product goes from here, “We want this to be a calendar you can send to your CMO and to your most junior intern. It’s going to get stronger and we’re going to build more features, power features, but they’re going to stay hidden. We want the clean version to be front-and-center.”

Featured Image: Atomized

Facebook"s Chris Gomersall Departs For His Marketing Startup Atomized

How Facebook's Instant Articles may impact social

Kristina: What trends are you seeing in the social space?

Jordan Slabaugh, Vice President, Wayin: One of the trends we’re seeing is social media users increasingly turning to social platforms as their primary source for news. This trend is exemplified by Facebook working to better its own platform to allow users to share news in response to the growing demand for this consumption, and sharing, of news on social.

Additionally, brands are increasingly acting more like publishers. Consumers value timely, valuable content and consume this on social media where they spend a large portion of their personal time. Brands are maximizing their relevance and reach to target consumers by delivering that type of information. The most successful brands are creating a voice for themselves that relies on real-time moments in addition to planned campaigns.

Kristina: Manta recently reported that less than half of small businesses on Facebook are seeing significant ROI from their social strategy. What is holding up social engagement?

Jordan: What many businesses are missing is that ROI means more than engagement and that ‘social for social’ strategies that don’t integrate on-network content and trends across other channels only create siloed, ineffective marketing efforts. Social persuades. And to drive meaningful results, brands need to better understand their audience’s interests and behaviors, and then ultimately find opportunities to deliver the best social content to the right place at the right time. Many times that means not building out a “Facebook strategy” but rather finding conversations already taking place there are surfacing that content where it’s most impactful – a corporate website, a campaign microsite or an in-person screen at a live event.

Social media intelligence and marketing display solutions like Wayin allow businesses to discover and understand the best social media content in real time, and then act immediately by integrating that content larger marketing efforts in a persuasive way. Visual content is one of the most powerful ways to connect with consumers, and we continue to see the impact driven by combining social content with interactive, visual displays – to extend reach, activate audiences and even drive revenue. The opportunities for this are vast, ranging from a retailer displaying tweets about a new product on in-store screens to share product reviews with current shoppers to a hospitality brand running a loyalty campaign on its website where customers who engage socially are given loyalty perks.

Kristina: How do you see Facebook’s new ‘Instant Articles’ impacting the social space?

Jordan: Facebook’s launch of “Instant Articles” demonstrates a continued shift towards social media as an everyday source of relevant, valuable information. Consumers are increasingly turning to Facebook, Twitter and other social sites for breaking news updates, and Facebook is working to make it even easier for publishers to share informative, interactive news on the site. Facebook’s new feature makes content more readable and interactive across all devices by offering faster load times, high resolution photos, in-line commenting capabilities and higher quality videos.

The increased consumption of news on social also points to a larger trend of blurred lines between media outlets and brands. Brands understand the powerful nature of delivering a great content experience on social media sites to ultimately extend the reach and pass along effect it can drive.

Image via Shutterstock

Tags: facebook instant articles, facebook marketing, social marketing, social media trends, Wayin

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How Facebook"s Instant Articles may impact social