Social Media Updates – July

By: Kelly Hutchinson

Facebook

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Groups for Pages Launched

Facebook pages can now create and link existing groups to their pages. This provides page admins the ability to create ‘official’ groups to avoid other, non-official groups from being set up and disconnected from that business page. More >>

Low-Quality Link Visibility Reduced

A recent Facebook algorithm change will reduce the visibility of low-quality links using AI. This policy and technology is meant to weed out links to spam content, for example, linking to a site where the ad to substantive content ratio is too high.

It is important to note, however, that links to sites with a poor user experience will have reduced visibility in News Feeds, so make sure any external articles or links shared are from up-to-date, credible sources with limited ads. More >>

Description Text on Cover Photos

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Facebook is testing text on a cover photo, and as a default, it is pulling that text from the business description in the page information. If a page currently has this capability, there is an option to edit the text’s content (up to 100 characters), but not the design. More >>

Facebook Announces User Growth in Q2

Facebook’s community has grown to 2 billion monthly users, with 1.3 billion people using Facebook and 250 million using Instagram Stories every day according to their Q2 2017 Results. More >>

Pop-Up Messenger Chats

Facebook is testing having a chat window pop up when a user accesses a page via desktops when it is ‘active for chat.’ This feature is not being tested on all pages, and currently there is no way to turn this feature off or on if it is rolled out to a page. More >>

Messenger Display Ads Rolling Out

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Facebook is rolling out display ads in messenger to all advertisers. These ads will be shown in the Home tab of the Messenger mobile app. According to TechCrunch, the placements depend on how many threads a user has, the size of their phone’s physical screen and the pixel density of the display. More >>

FacebookCustomAudiencesInstagramBusinessProfileCustom Audience Pulled From Instagram Business Profile Engagement

Facebook is testing a new custom audience feature that ties Facebook ad targeting to user engagement with Instagram Business profiles.

When setting up this feature, the advertiser can set ‘rules’ around the type of engagement (i.e. any engagement vs. only direct message engagement) and a timeframe for how far in the past you want to target users who engaged (i.e. past week vs. past three months).

This feature is not available to all advertisers at this time, but if a facility page has this capability, it could be useful for a more cohesive approach to cross-platform targeting for facilities with a strong presence on Instagram. More >>

Updates to Account Overview Tab in Ads Manager

While it is unclear/unconfirmed on whether this update has been rolled out to all advertisers, Adweek reported the ability to customize KPIs on the dashboards in the Account Overview tab in Facebook Ads Manager. More >>

 

 

Twitter

Twitter User Count Stagnate in Q2

Twitter’s Q2 2017 Earnings Report revealed the lack of user growth for this platform, reporting 328 million total users, the same number reported in Q1. However, results showed a 5 percent year-over-year growth in 2017. More >>

 

Instagram

New Metrics and Features Rolled Out

Instagram rolled out the ability to view metrics regarding general account performance, content and follower demographics on the app. Along with these metrics, Instagram introduced the ability to hide comments, or toggle them on and off. More >>

New Comment Filters

In a move to reduce comment-spamming, as well as “certain offensive comments,” Instagram added new comment filter features. More >>

Snapchat

Links Now Available to All Users

The ability to incorporate links into snaps is no longer restricted to advertisers and publishers. Using the paper clip icon (this will appear on the right-hand side once a picture or video is taken) a user can now type or paste in a URL that will pull up the website within Snapchat when tapped.

If any facilities are incorporating Snapchat into their social strategy, it is recommended to take advantage of this new feature in order to drive web conversions and provide another touchpoint for audience engagement.

Snapchat has also added a backdrop feature, where icons and designs can be placed behind the subjects of a snap, and a voice-changer filter for all audio. More >>

Introducing Multi-Snap

Snapchat introduced Multi-Snap, a new feature that allows users to record up to six consecutive 10-second snaps at once. The user simply holds down the capture button, and additional snaps will be recorded in 10-second increments with the ability to edit or delete each via thumbnails that appear in the bottom left. More >>

Social Media Updates – June

Facebook


Video Cover Photo Feature

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In April, Facebook tested uploading videos as cover photos on Facebook pages, and has now expanded this feature to select pages. The specifications for video cover photos are 820 x 312 pixels and 20-90 second videos that will auto-play and auto-loop on mute. More >> 

Facebook Providing “Landing Page Views” Ad Metric

Facebook will soon provide better click data from business website links included in Facebook Ads through the new “Landing Page Views” metric. Here’s what you need to know:

  • Previously, if a user clicked a website link in an ad, but ended up back tracking or not landing on the page due to load time, that click would still be counted as a click to the advertiser’s site.
  • With the “Landing Page Views” metric, the click is tracked if the advertiser’s site is actually loaded, providing a more accurate metric to weed out unofficial clicks.
  • Advertisers can prioritize the “Landing Page Views” metric by selecting Facebook’s traffic ad objective.

According to Marketing Land, some other metrics coming down the pipeline include distinguishing new website visitors from returning visitors and deeper Page discovery and follower metrics, for example, how many followers were gained through organic posts versus ads. More >>

Discover Tab Rolled Out on Messenger

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Facebook Messenger is officially rolling out the Discover tab to better connect users with business chatbots and accounts. Here’s what you need to know:

  • The tab is organized into sections – recently used and featured – and then further broken down into broad categories like finance and education to encourage user discovery.
  • The “Automated Messaging” tag below the account name lets the user know if a business account is a bot. If the account does not have this tag, it is a business account that has staffers on the other end answering queries.
  • The Recently Used section only includes business accounts and bots that a user has messaged, not business pages that the user likes or follows.

As Facebook looks to expand business-bot availability and functionality within their Messenger app, more opportunities and potential will follow for a better integration with our facilities. More >>

 

Instagram


Incorporate Links in Stories to Drive Web Traffic

Instagram slowly and quietly began rolling out link incorporation in Instagram Stories to all business Instagram accounts (as opposed to just verified accounts) with 10,000+ followers in May, and many businesses and publishers have seen solid metrics. If you have Instagram incorporated into your social strategy, here’s what you need to know:

  • So far, this link incorporation has proved effective, with some brands and publishers finding that 15-25% of users who view that story are swiping up.
  • Link incorporation does not correlate to a Story’s performance (algorithmic ranking).
  • One publisher found that viewers favored site links that open within Instagram’s in-app browser, keeping the user in the Instagram app.

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Using a combination of link incorporation in Instagram bios and Stories makes Instagram a social media source referral contender, so consider adding links into your Instagram Story content if you have the required following. More >>

Instagram Adds Live Video Replays

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Instagram added the ability for users who go live to share live video replays on their Story for 24 hours. This option appears on the end screen of a live broadcast, along with the ability to save the video, allowing users to consume and discover live video on Instagram longer.

Instagram also reported 250 million daily active users, up from 200 million in April. More >>

Snapchat


New Feature “Snap Map” Rolled Out

Snap Map allows users to share their location on an interactive map for friends to see where they are and potentially meet up. Here’s what you need to know:

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  • A user can share their location with all friends, select friends or can go in “Ghost Mode” and not share their location with anyone.
  • If a user shares their location, or has location services turned on for the app, snapchats can be added to local stories for events or popular locations that appear on the Snap Map.
  • There is a heat map feature integrated that indicates where a high volume of snap stories are being uploaded in that location.

For now, there are no ads incorporated into Snap Map, but with the potential for ad revenue from this new feature, ad opportunities will probably be soon to follow. More >>

Snapchat Announces New Ad Features

Snapchat announced several new features to their ad capabilities that accommodate businesses with smaller budgets and less creative resources. Here’s what you need to know:

  • Small businesses now have the access and ability to buy and manage ads using a new Ad Manager tool.
  • Snapchat is launching a tool that allows businesses to create video ads quickly and easily, all in a web browser. This platform called Snap Publisher is launching in July.
  • Snap Inc. is also launching a Certified Partners program that connects businesses looking to create ads with agency partners who will work with them on creating video ads optimized for Snapchat.

These new features will make advertising on Snapchat easier and more affordable for facility and service line marketing campaigns. More >>

Social Media Updates – March Part 2

By: Kelly Hutchinson

Facebook: Live Via Desktop & Facebook Stories

Facebook announced last week the ability to now go live on a laptop or desktop computer via a webcam for all users. With this new capability, a user can share their screen and share graphics, images and more. This feature can be accessed through the status update and clicking Live Video.  More >>

Facebook also released Facebook Stories, similar to their recently launched Messenger Day capabilities mentioned in our previous update, but accessible at the top of the News Feed for users on mobile devices as opposed to the Facebook Messenger app.

This Snapchat and Instagram Stories clone operates in a similar fashion, allowing for filters, text and drawings on images and video and allows you to post to your Story or send directly to friends.

Facebook Stories is not available to brands yet, and there is no ad integration for businesses at this stage, however, once Facebook Stories develops a strong user-base, integrating functionality for businesses will probably follow.  More >>

Twitter Updates the 140-Character Reply

Twitter announced yesterday that @usernames in a Tweet reply will not count toward that Tweet’s 140 characters. With these new replies, the user(s) being replied to will appear above the text as opposed to within the Tweet’s text.

This update to Twitter’s “Reply” function allows you to see the conversation better and eliminates having usernames listed at the beginning of a Tweet. This feature also allows you to easily select who you want to reply to within a Tweet conversation.  More >>

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undefinedSnapchat Incorporates Stories in Search

Snapchat recently announced that it is expanding the search function to include Stories, not just users. When a user types in a search query, Stories are pulled from “Our Stories,” the localized, crowd-sourced stories portal users can submit their snaps to.

This feature allows Snapchat to join the world of search, better aligning their platform to compete with Google and YouTube, a social video platform that is considered the second-largest search engine.

Snapchat’s Stories in Search feature will be rolling out in select cities, and for now, does not include ads (but stay tuned, I am sure). If this feature is rolled out in your city, and once it is rolled out globally, it is recommended to type your facility’s name into the search to see if there are any related snaps. 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.