Social Media Update – May: Part 2

Facebook:

Measurement Mistake with Video Carousel Ads Viewed in Mobile Web Browsers

Facebook announced last Tuesday that a bug led to misattributed clicks that incorrectly charged advertisers for clicks on link-based video carousel ads. This misattribution counted the clicks from users to simply play a video in full-screen mode as a click to the advertisers website, and in turn, charging for that click if said advertiser was set up on a cost-per-click model (as opposed to cost-per-impressions).

This bug affected video clicks in the carousel format when viewed on Facebook’s site in a smartphone mobile browser, not in the Facebook app and not through browsers on tablets. This error applies to carousel video ads over the course of a year, however, Facebook’s audience via browser on a smartphone versus the actual app is so low, only 0.04 percent of impressions were affected according to Facebook.

If you are concerned about this measurement mistake, discuss with your Facebook advertising vendor partner or check out Facebook’s advertising help center. To learn more about this announcement, click here.

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Image source: Facebook Newsroom 

Facebook Banning Fake Live Videos

Live video has received some fake or spam live content to avoid users and businesses from sharing static images, animations or images on a loop. According to TechCrunch, “videos that violate the policy will have reduced visibility on Facebook, and publishers that repeatedly break the rule may have their access to Facebook Live restricted.” Learn More

Twitter:

Twitter Rolling Out Direct Message Cards

Twitter will be rolling out Direct Message Cards to advertisers (through both Promoted Tweets and in any advertiser’s organic Tweets) in the coming months. These cards include a customizable, four-button menu for a user to engage with in order to start a private message thread with the advertiser. Learn More

Instagram:

Instagram Adds Additional Features

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Last Tuesday Instagram launched face filters and a few additional features to Instagram Stories. These filters are almost copy-cat to the augmented reality filters on Snapchat, just a little simpler in design. Instagram also rolled out an eraser tool (to remove any drawings added to a Story), a Rewind feature (to reverse a video) and a Hashtag sticker (like a location sticker, but links to public hashtag page on Instagram.)

Sponsored filters have not rolled out to Instagram Stories yet, but “those could come eventually to rival Snapchat’s similar ad unit,” according to this TechCrunch article. Learn More

Social Media Update – May: Part 1

Facebook

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.

More >>

New Offering – Offline Conversion Solution for Facebook Lead Ads

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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.

More >>

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”Latest conversations Fbook

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

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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 >>

 



Instagram:

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 >>

Social Media Updates – March Part 1

By: Kelly Hutchinson

In an effort to share timely updates on social media announcements, changes and new features, our team will begin providing a summary of these updates twice a month. For our first installation, we are excited to share some news regarding Facebook, Twitter, Instagram and YouTube:

FacebookMessengerDayFacebook Rolls Out Messenger Day Globally

Facebook is now joining in on the 24-hour disappearing media phenomenon. Just like Snapchat and Instagram Stories, Facebook’s Messenger Day feature provides a messaging outlet for users to share customized videos and photos that expires.

This feature was tested in several countries the past couple of months and is now available through the Facebook Messenger app on both Android and iOS devices. However, as there is no Messenger app for Facebook Pages at this time (messages are shared and viewed through the Facebook Pages app) this feature is not available for business pages yet.

Stay tuned to see if and when Facebook adds this functionality to business Pages in 2017 in order to continue competing with Snapchat!  More >>

Twitter Ramping Up Live Video Capabilities

In order to compete with YouTube and Facebook’s recent, and vocal, shift to being a video-first platform, Twitter is opening up its API to include live streaming video capabilities. Twitter has had live video capabilities in the past through Vine and Periscope, but had to redirect users to a separate app to use those capabilities.

If you are interested in utilizing live video capabilities on Twitter, check your profiles next week to see if the live video rollout goes into effect.  More >>


Instagram Launches Ads in Stories

According to Instagram, more than 150 million Instagrammers use Instagram Stories every day, and recent research suggests 70% of Stories are actually viewed with sound on. Due to this strong adoption, Instagram has made moves to monetize that audience by providing businesses with an ad solution.

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These new ads are full-screen, one card/media story format with targeting capabilities. Airbnb, one of the companies that partnered with Instagram to test these ads, saw a double digit point increase in total ad recall. These early success metrics show us that Instagram Ads in Stories could be a potential outlet for impactful awareness, perhaps tied to a women’s and children’s services campaign.

However, there are two major negatives to utilizing these ads at this early stage – the ad platform only allows for optimization of reach and currently does not allow you to build in a CTA that directs to a website. However, Instagram has confirmed that these functionalities are coming down the pipeline later this year.  More >>

YouTube is Discontinuing AnnotationsAnnotations

Yesterday, YouTube announced it is discontinuing Annotations on videos due to the capabilities not being available on mobile devices. Overall, annotation interactions have fallen by 70 percent, so YouTube is shifting its focus to Cards and End Screens to provide CTAs and encourage interaction with viewers.

This change will officially take effect on May 2nd, so if your video CTAs are through annotations remember to replace those with Cards and End Screens by that date!  More >>

Three Major Social Media Trends for 2017

By: Kelly Hutchinson

1. More Mobile Video

On average, people in the U.S. spend three hours a day on mobile devices, with 87 percent of that time spent in apps like Facebook and Instagram. According to Facebook’s Q3 Results from 2016, mobile-only monthly active users rose over a billion, meaning that 59 percent of Facebook users access the platform via mobile device. videostat

So what content is being consumed on mobile? Video. One in three consumers watched video on their mobile devices in 2015, and that is projected to rise to two out of three consumers by 2018.

Mobile video viewership will continue to rise across social media platforms, which have already been adapting to accommodate this shift. On the second and third-quarter earnings calls in 2016, Facebook CEO Mark Zuckerberg discussed their company-wide push to become “video first,” shifting focus from text and imagery to video.

With mobile viewership at a steady increase and social media outlets pushing for more video, plan on incorporating mobile-friendly video content into social media outlets in 2017. Not only does video align with online content trends, but recent research from BuzzSumo’s review of 800 million Facebook posts suggests video content was more likely to be shared than any other post types.

>> Live Video

live-reactions-android.pngLive video started building momentum across several social networking sites in 2016. From May-October, Facebook Live usage increased up to 4x, and to further expand live video, Facebook announced in October that users are able to connect live video to their TV via Apple TV or Chromecast.

Facebook is also piloting a Snapchat-like camera feature (that will roll out globally this year) that will allow users to post quick status updates via video, while incorporating additional visual features.

In late November, Instagram added live video with a twist – live video that disappears. This video feature appeals to Instagram’s younger audience, competes with Snapchat and provides a different experience from live video capabilities on other platforms.

On December 14th, Twitter announced the ability to ‘go live’ within the Twitter app, as opposed to redirecting to Periscope, to post real-time video content. While this should boost live-video usage on Twitter, data from January-August 2016 suggests Facebook Live has a higher usage base compared to Twitter’s Periscope usage.

Regardless of which live video platform is most popular, live video will continue gaining ground in the social landscape, presenting an opportunity for brands. According to TechCrunch, Live Video encourages more comments and are watched 3x longer than non-live content.

>> 360 Video

360vidsampoSocial platforms are moving toward Virtual Reality (VR), starting with 360 degree video. Facebook aims to increase use of 360 video, while potentially offering a reach boost to 360 content within News Feeds. Additionally, Twitter announced their 360-live capabilities via Periscope at the end of 2016. Currently, this feature is only rolled out to certain partners and requires a 360 camera.

The popularity and use of 360 video is projected to grow on both platforms throughout 2017 and the coming years, as Virtual and Augmented Reality become more popular and accessible.

Video in any format can be a major asset to a facility’s presence on social media, however, HIPAA regulations have to be factored into all video production. Learn how to keep videos HIPAA compliant from a previous MarketShare post.

2. Social Ad Utilization

Social networks are adapting algorithms to reduce clutter – pushing businesses toward spending ad dollars for visibility as opposed to relying on organic traffic and reach. Each platform has its own native ad capabilities and have proven ROI for brands.

Here are three benefits to advertising on social networking sites in 2017:

  • Targeting: Social networks provide audience-targeting capabilities that permit advertisers to pay only for those likely to be interested in, or engage with, an ad based on the targeting parameters. Whether targeting by behaviors, demographics, geography, interests or all the above, each platform has audience targeting and segmentation that allows you to get as broad and/or niche as needed.
  • Optimized Bidding: Most social media platforms allow you to adjust your bid based upon your business objectives. For example, if the main goal of a Facebook ad campaign is awareness, you have the ability to optimize for reach. On Twitter, video advertising is based on a price-per-view model, optimizing the ad for video views.
  • Affordability: Advertising on most social platforms (Snapchat not included) is affordable and easy to begin, and you can pause and end as needed. For example, on Facebook, you can potentially boost a post to 250 users for $5.00/day.

Many Divisions and facilities have already delved into the world of advertising on social media, and with algorithms limiting business’ organic social reach, there is no better time to test it out if your social strategy needs a boost.

3. Embracing Social Media Direct Messaging

Social networking sites have continually been updating and improving their direct messaging platforms and capabilities. While messenger capabilities are typically used for user-to-user communication, social sites are pushing for brands to utilize this feature to engage directly with their consumers, and vice versa.

However, this is difficult for healthcare facilities to utilize and still align with HIPAA regulations, since conversations with patients need to be taken out of the social setting and into the doctor’s office. Despite this setback, it is crucial to monitor a social profile’s direct messages and be prepared to respond quickly, effectively and within HIPAA’s guidelines (i.e. not revealing any patient’s condition or coverage data online).

If you would like to discuss how to best respond to direct messages on social media, please reach out to the Reputation Management Team here.

Promoting Healthcare Videos on Social Media: 101

By: Kelly Hutchinson

According to a U.S. Digital Future in Focus Report, 7 out of 8 Americans watch online video with more than half consuming video on a daily basis. Looking forward, Google estimates that video consumption will account for 70% of all consumer internet traffic by the end of 2017.

This presents a significant opportunity for marketers to reach consumers with timely, entertaining, relevant videos through the platforms and apps they are viewing these videos – social networking sites.

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With users spending more than 43 minutes daily on social networking sites like Facebook, social networks provide a fitting platform for promoting videos.

To guide video promotion on social networking platforms, check out our recommendations, tips and ad opportunities for four of the main social sites below.

Facebook

> Upload Video File Directly to Facebook

When promoting videos on Facebook, always remember to upload the video file directly to Facebook rather than posting a YouTube link. This allows the video to appear up to 11x larger in a user’s News Feed and enables the auto-play feature.

Posting a YouTube video link, as opposed to directly uploading the video, will share a smaller thumbnail image of the video and creates an extra step for the user.

> Utilize Facebook Advertising to Boost Video Views

Explore Facebook ad options to boost video views if appropriate and beneficial for your video. This social media platform is a good promotion outlet for videos that are more emotional, personal or humorous in nature, but would not be as beneficial for a procedure focused, clinical video. Videos can be used in three different ad formats on Facebook:

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  • Single Video ads are the standard video layout. This format is optimal when promoting only one specific video.
  • Carousel ads showcase up to five clickable images or videos for the user to scroll through within a single ad unit. This format is best for showcasing a series of short videos, or alongside other imagery creative from a marketing campaign.
  • Canvas ads use a combination of media types, like videos, still images and call-to-action buttons, to convey a sponsor message as an interactive, seamless experience on mobile devices. Similar to the Carousel ads, this format would be most beneficial for a marketing campaign that tells a story through creative assets.

Tip: When looking at Facebook metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about video advertising on Facebook.

Twitter

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> Share Short Videos

Since Twitter focuses on providing an outlet to share information in a clear and concise way, it is only recommended to promote short, 10-30 second videos on the platform, even though Twitter permits videos up to 140 seconds in length.

> Upload Video File Directly to Twitter

As with Facebook, it is recommended to directly upload videos as opposed to linking to them off-site. It is important to note that a video upload does not count toward the 140-character tweet limit. Uploaded videos will automatically play in Twitter feeds and timelines without sound, but will expand and unmute when a user taps on the video.

> Utilize Twitter Advertising to Boost Video Views

Twitter video ads can help boost video views and benefit marketing campaigns and initiatives. Here are a few things to note about Twitter video ads:

  • According to Twitter, nearly 90 percent of all Promoted Videos are viewed on mobile devices, so it is key to optimize videos for mobile.
  • Communicate a video’s message in the first 15 seconds of a promoted video.
  • An advertiser has 116 characters of tweet copy, 70 characters for the video title and 200 characters for a video’s description. Incorporate crucial keywords and compelling tweet copy to encourage users to tap into a video.
  • Advertisers can add a call to action to a video – “Visit site” and “Watch Now”.

Tip: When looking at Twitter metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about Twitter video ads.

 

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  • This Facebook-owned platform should not be disregarded by healthcare marketers when promoting highly visual, compelling and emotional video content.
  • This social platform is not recommended for clinical or procedural videos.
  • The maximum video length permitted is 60 seconds, and uploaded videos will automatically play without sound in an Instagram feed until tapped.

> Utilize Instagram Advertising to Boost Video Views

Here are three considerations when promoting a video on Instagram via video ads:

  • Instagram ads will not appear to people viewing Instagram on a desktop computer  (this is a low number of users).
  • There are two formats for video ads on Instagram – Video (single videos) and Carousel (multiple videos and/or images).
  • By default, Instagram automatically optimizes ads and shows them to people who are more likely to view a video.

Click here to learn more about Instagram video ads.

Snapchat

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This Millennial-centered social platform is a trendy channel to promote video content. According to Snapchat, its content reaches 41 percent of all 18-34-year-olds in the U.S. in a given day, compared to only 6 percent on average reached through TV networks. So how do brands use it?

For healthcare facilities, Snapchat provides a way to connect with young consumers and build brand awareness.

  • This video platform is ideal for Q&A’s with providers, fast health tips and showcasing the personality of a facility and its staff.
  • Posts to Snapchat, called snaps, come in 10-second maximum increments, but up to as many increments as uploaded. For example, if more time is needed, a user can post a series of snap videos that vary from 1-10 seconds, but flow from one snap to the other, appearing as one longer video with micro pauses.
  • Snapchat does not allow videos to be uploaded without the “from Camera-roll” format and designation. Regular video uploads are only available to advertisers. Instead, brands have to record video that posts directly to the brand account’s Story. This means videos cannot be edits, so are more casual in nature .


> Utilize Snapchat Advertising to Boost Awareness

If existing video assets would be a good fit for the Snapchat audience, Snapchat has advertising opportunities to promote video content and engagement. Snap Ads combine a full-screen video ad with direct response, as it is intended for a user to swipe up on an ad to reveal additional content, like a longer video, an informative article or a website. Snapchat has seen a 5x higher swipe-rate over average click-through rates on other advertising platforms.

Click here to learn more about Snapchat video ads.

For more information and resources about promoting your facility’s videos online, contact the Marketing and Digital Services Team.