Low-Quality Link Crackdown
Facebook is adding another evaluation layer to its News Feed and ad policy. Facebook announced Wednesday that they are cracking down on low-quality websites shared in organic posts and ads. This new enforcement on a policy that has been in place for a year will mainly affect websites with ads that either outweigh the content on the page or prove to be inappropriate (which Facebook defines as adult, sensational or prohibited content).
This update, rolling out over the coming months, should not affect shared links to HCA webpages since our websites do not have ads or pop-ups. However, if you are linking to a non-HCA site for health information and articles and you notice a drop in impressions, consider linking to another source that provides a higher-quality web experience to your audience.
This initiative serves as a good reminder to vet all links to ensure only relevant, quality content that provides a beneficial user experience is being shared.
New Offering – Offline Conversion Solution for Facebook Lead Ads
Last week Facebook introduced their Offline Conversion solution to help track transactions occurring in the non-digital space to better attribute Facebook ad spend to all conversions. This new solution allows businesses to connect a CRM, POS or call-center system with Facebook ad campaigns to capture offline actions.
According to Facebook’s announcement, with the Offline Conversion solution, businesses can:
- Direct connections between ads and results, whether a sale in a store, a booking over the phone or an in-person meeting you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
- Create campaigns based on offline success by targeting high-value customers from the prior month using Custom Audiences and Lookalike Audiences, and excluding in-store purchasers to find new local prospects.
- Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.
Shortcuts Added in Facebook Groups
If your facility has any group pages tied to it, for example a NICU family support page, Facebook has added some new shortcuts that may be helpful to utilize. From the posting section, you can now easily start a live video and create a polls, group events and group albums both on mobile devices and desktops. These features may not be fully rolled out to your group page yet, but should be in the coming months.
Facebook Rolling Out “Latest Conversations”
In order to get users outside their News Feed bubble, where content that they choose and want to engage with dominates, Facebook has a new search update called Latest Conversations to expose users to all viewpoints.
When a user searches something via the Facebook search box, the search will default to the “Top” tab of results and showcase the most recent public posts around that topic, and a metric showing how many people are discussing. This unit will only appear for trending topics around discussion activity and the time of the search. More >>
YouTube Redesigning Desktop Site
YouTube unveiled its new site design last week, and in order to view and experience it, users opt into by visiting youtube.com/new. In general, the updates are aimed at making the platform look clean and simple, with an updated menu, dark mode (black/charcoal background for viewing at night) capabilities and updates to the search function.
This updates extend to channel pages and involve a full-width page banner and larger hero media and subscribe buttons (seen in search results on YouTube). More >>
Mobile Web Sharing Expanded
Instagram has updated its mobile website to allow photo sharing from its website via mobile browsers, which previously had been restricted to the app. In addition to the mobile uploads via their site on smartphone browsers, Instagram is also rolling out an Explore tab as well. Still unavailable through their mobile site are video uploads, filters, Stories and Direct Messaging. More >>