Q3 Earnings: Facebook Doubles Down on Stories; Revenue Growth Up 33% - Facebook Friday for Week Ending 11/2
November 2, 2018
Welcome to Facebook Friday, your weekly recap of news and notes.
POLICY, PRIVACY & POLITICS
Research Suggests that Facebook's Efforts to Halt the Spread of Fake News are Working (Social Media Today)
According to Facebook, three independent analysis reports - conducted by researchers from Stanford University/New York University, the University of Michigan, and French newspaper Le Monde - have all come to the same conclusion: Facebook's efforts to limit the spread of fake news are working.
Facebook Can Now Evaluate False Headlines Separately from False Articles (Social Media Today)
Facebook has this week confirmed that it is now able to penalize false news and false headlines separately, after concerns that the two are not always connected.
Report Finds Facebook's Political Ad Transparency Efforts Can be Easily Manipulated (Social Media Today)
According to a new report from VICE, Facebook's recently launched political ad transparency measures, which enable users to see who, exactly, has paid for any political ad on the platform, can be easily misused to falsely represent such data. Facebook rolled out its political ad transparency tools last October, then expanded them to 'issues' based ads in April.
Facebook Launches New Attribution Dashboard to Better Track Facebook Ad Performance (Social Media Today)
Facebook Attribution is a new measurement tool that's designed to give marketers a more holistic view of the customer journey, both on and off Facebook. It allows users to assess the impact of cross-device behavior, identify best-performing campaigns, publishers, or channels, and determine the estimated incremental impact of Facebook campaigns, all in part due to a new data-driven attribution model.
Facebook's Testing Video Polls Within Ads (Social Media Today)
Facebook's running a new test which enables selected advertisers to add video polls to their Facebook ads. It enables viewers to interact with the ad, with a dedicated poll included to help boost engagement.
Facebook is building Lasso, a video music app to steal TikTok’s teens (Tech Crunch)
Facebook is working on a new app that it hopes could win back the attention of teens while capitalizing on its recently attained major label music licenses. Facebook is building a standalone product where users can record and share videos of themselves lip syncing or dancing to popular songs, according to information from current and former Facebook employees. The app is designed to be a standalone competitor to Musical.ly.
Facebook Announces Messenger 4 (Facebook)
To accommodate the more than 1.3 billion people using Messenger each month, the company is rolling out a new, simplified version of Messenger that brings the focus back to messaging and connecting. The new Messenger experience will be easier to navigate, with three main tabs instead of nine. The opportunities for advertisers on Messenger are not changing as part of this release.
NEWS YOU CAN USE
Q3 Earnings: Facebook doubles down on Stories as revenue growth hits 6-year low (Mobile Marketer)
Facebook reported a 33% increase in revenue for a total of $13.73 billion for Q3 2018 — falling short of analysts' expectations for revenue totaling $13.77 billion — and the company’s lowest percentage increase in the past six years, according to The Wall Street Journal.
Instagram Stories has Become a ‘box to check’ in all Facebook Campaigns, Buyers Say (Digiday)
That hesitance to advertise on Facebook Stories comes even amid scale. Facebook Stories has 300 million daily active users, the company reported in September. Meanwhile, Snapchat has 188 million daily active users overall, as of August. Instagram Stories is leading with 400 million daily active users, Facebook reported in June.
Facebook Publishes New Report on the Brand Potential of Stories (Social Media Today)
To provide some insight into the potential of Stories for businesses, Facebook has published a new report into exactly that. The report, conducted by Ipsos, incorporates feedback from more than 18,000 people, aged between 13 and 54, from across 12 countries who've self-reported using stories on Facebook's family of apps (Facebook, Instagram, WhatsApp, Messenger).
- Instagram outshines Snapchat as teens' preferred social media platform, Piper Jaffray says (Marketing Dive) Just 28% of teens reported using Facebook, down from more than 40% two years ago, according to the semi-annual survey of teen preferences.
- WhatsApp is Finally Adding Stickers (TechCrunch) The company said today that support for stickers will roll out to Android and iOS users over “the coming weeks.”
- New For App Installs: Retention Optimization (Facebook) Retention optimization is a new optimization type for app install ads that enables delivery of ads to people who are more likely to open your app on either day 2 or day 7 after installing. With four new metrics in Ads Manager, you can also see how your install ads are optimized for day 2 and day 7 retention.
Advertisers: FB's Security Breach ‘Barely Registers’ - Facebook Friday for Week Ending 10/5
October 5, 2018
POLICY, PRIVACY & POLITICS
For Advertisers on Facebook, Friday’s Security Breach ‘Barely Registers’ (AdWeek)
Advertisers and marketers are largely unconcerned with the social media giant’s latest security breach, according to AdWeek. Facebook has provided few updates so far on the extent of the attack, but said in a blog post Tuesday that third-party apps that allow users to log in using Facebook credentials were not affected as far as they could tell. For marketers, the lack of information about the extent of the breach and what it will mean has led to some confusion. Overall, though, they are continuing business as usual—at least for now.
EU Responds to Facebook’s 50 Million User Account Data Breach (WSJ)
European privacy regulators could fine Facebook up to $1.6 billion over the social network's latest data breach, which exposed at least 50 million user accounts. The hacking attack, revealed last Friday, did not steal user passwords but their access tokens, digital keys that let people remain logged in to the service and, sometimes, log into other services, as well. Facebook says it has fixed the flaw and reset the tokens.
Facebook's Adding a Range of New Tools to Marketplace to Mark the Option's Second Anniversary (Social Media Today)
Facebook's effort to tap into the popularity of buy, swap and sell groups, Facebook Marketplace, is two years old this week, and to mark the occasion, The Social Network has outlined some interesting new, AI-fueled tools to enhance the Marketplace experience, and boost Facebook's evolving eCommerce efforts. Of note, Facebook is providing sellers with more context as to what they should add to their listings to maximize results, based on image recognition and comparative insight from similar listed items.
Facebook Introduces New Video Ad Options (Advertismint)
Facebook just introduced two new options for video ad buyers that simplifies buying and delivering video ad campaigns. With In-Stream Reserve, advertisers get more placement options for their in-stream ads. With ThruPlay, advertisers can optimize and only pay for video ads watched in full. ThruPlay video placements are available in Facebook, Instagram, and Audience Network as in-stream, stories, and feed formats. Facebook says ThruPlay will roll out now to Ads Manager and will be globally accessible in the coming weeks.
NEWS YOU CAN USE
Speaking of In-Stream Reserve … Ad Buyers Question the Quality of Facebook’s Premium Video Ads (Digiday)
Facebook reportedly started pitching its new “In-Stream Reserve” program of premium video inventory at a price of $750,000 for a three-month commitment, but has since dropped the price tag to around $250,000.
Your Customer Satisfaction Scores Can Make or Break Your Facebook Ad Campaigns (Advertisemint)
Businesses running ads on Facebook can now see customer satisfaction scores. A new dashboard that shows a satisfaction score provided by customers who bought products through a Facebook ad. If a business’s score reflects a lot of dissatisfaction, Facebook will penalize the business.
How to Use Facebook Groups for Your Brand or Business (Social Media Today)
Research from Facebook shows that groups are seeing a lot more engagement than Pages. This is because Facebook groups enable members to start conversations more seamlessly than a Facebook Page does, while it's also part of the broader shift away from public sharing to discussions in more enclosed, private spaces.