How to use and understand the Facebook News Feed

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

TRYING TO UNDERSTAND

THE FACEBOOK NEWS FEED

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R o b e r t L a n gCEO

@robertslang

/in/robertslang

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

0

1

2

3

4

5

6

7

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16

$U

S B

illio

ns

Post-IPO quarterly revenues

FACEBOOK IS A MASSIVE CHANNEL TODAY

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Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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1SEARCH

SEARCH ENGINE OPTIMIZATION

1+FEED

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

NEWS FEED OPTIMIZATION

1.7 BnPEOPLE ON FACEBOOK

1.7 BnUNIQUE NEWS FEEDS

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

MEDIAMEDIASOCIAL

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

IN A CONSTANTLY CONNECTED WORLD WITH ALL

INFORMATION JUST A CLICK / SWIPE AWAY,

ATTENTION IS BECOMING THE NEW CURRENCY

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Source: Internet Trends 2016 – Mary Meeker

0

5

10

15

20

25

Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn

Ho

urs

/ U

se

rs / M

on

th,

Va

rio

us

Pla

tfo

rms

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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RECENT FACEBOOK

PLATFORM CHANGES HAVE

ONE GOAL IN COMMON:

MAXIMIZE USERS’

TIME SPENT ON FACEBOOK

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

INSTANT

ARTICLES

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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NATIVE

VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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LIVE

VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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360°VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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NEWS

FEED

REVISIONS

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CANVAS ADS – BUY & INTERACT WITHOUT LEAVING

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

THE IMPORTANCE

OF GOOD CONTENT

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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FACEBOOK EVALUATES

CONTENT QUALITY

BY TESTING

YOUR CONTENT

(= RELEVANCY)

EACH TIME YOU POST

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

RELEVANCELOW $$$$

For bad content, you’re

paying more – just to be

seen!

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WHO

posted it

WHEN

it was posted

INTERACTIONS

on the post

TYPE

of content

HIGH $ RELEVANCE

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

WE ANALYZED 400K POSTS OVER 4 MONTHS

AND FOUND THAT THERE’S A PRICE ATTACHED

TO CONTENT QUALITY

9 / 1 5 / 2 0 1 6Source: Socialbakers analysis of 400 000 Facebook posts by brand Pages in September and December 2015

Note: Bad content is defined as the bottom 50% of a Page’s content by

engagement metrics and compared against the top 10% of the Page’s content4x more negative feedback

7x less viral

attracts 2.3x fewer interactions with the same reach

nearly 20% higher impression cost (CPM)

100% higher click cost (CPC)

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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WHAT WE CAN

DO FOR YOU

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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BE CLEAR ABOUT WHAT TARGETS YOU WANT

TO REACH & HOW TO MEASURE THEM

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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UNDERSTAND WHAT

GOOD CONTENT IS BY

LEARNING FROM

THE VERY BEST

AND USING IT

FOR INSPIRATION

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

INSPIRATION

PRO

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P R E S E N T A T I O N N A M E

SEARCH 10BN PIECES OF CONTENT

AND HOW WELL IT PERFORMED

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

A+

Better than

any other

post

GOOD CONTENT BAD CONTENT

Top 10%

of posts

A

Top 25%

of posts

B

Better than 50%

of other posts

C

Worse than 50% of other posts

D

vs

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PERFORMANCE OPTIMIZATION CATEGORIZES CONTENT

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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LOOK AT CONTENT

PERFORMANCE

BEFORE YOU ACTUALLY

INVEST YOUR

FULL BUDGET

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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PERFORMANCE

PREDICTION

P R E S E N T A T I O N N A M E

AND INVEST OVER-PROPORTIONATELY IN WHAT WORKS

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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COMPARE DIFFERENT

PLATFORMS

TO CREATE EFFECTIVE

CONTENT FOR YOUR

AUDIENCES

ON EACH ONE

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

VIDEO

ANALYTICS

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P R E S E N T A T I O N N A M E

VIDEO METRICS - FACEBOOK VS YOUTUBE COMPARISON

Video Views

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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PUBLISH CONTENT WHEN

YOUR AUDIENCE IS ONLINE

AND PREFERS TO INTERACT

WITH YOUR CONTENT

INDEPENDENT

OF ITS QUALITY

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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PRIME

TIME

P R E S E N T A T I O N N A M E

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P R E S E N T A T I O N N A M E

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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EXECUTIVE

VIEW

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

DEEP DATA ANALYSIS & PREDICTIVE TECHNOLOGY

TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW

TRACKING

ROI /

COMPARISON

CREATION PUBLISHING PROMOTION

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CASE 1: HOW PERFORMANCE OPTIMIZATION

INFLUENCED KPIS (JAN-APR AVERAGE VS MAY)

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

MORE CASES

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Results are two months before and two months after starting to use Socialbakers Performance Optimization

+40%

GROWTH OF

CTR

+53%

GROWTH OF

ORGANIC

IMPRESSIONS

+58%

GROWTH OF

ENGAGED USERS

/ USERS REACHED

-7%

DECLINE OF

NEGATIVE

FEEDBACK

AUTOMOTIVE COMPANY

+9%

GROWTH OF

PAID

INTERACTIONS

+131%

GROWTH OF

REACH ON

PAID POSTS

-56%

DECLINE OF

NEGATIVE FEEDBACK

ON PAID POSTS

MULTINATIONAL FMCG

+40%

GROWTH OF

PAID

INTERACTIONS

+26%

GROWTH OF

REACH ON

PAID POSTS

-31%

DECLINE OF

NEGATIVE FEEDBACK

ON PAID POSTS

MULTINATIONAL FMCG 2

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

TECHNOLOGY

PEOPLE

EXPERTISE

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

NUMBER OF SOCIAL PROFILES MONITORED

0

2

4

6

8

10

2008 2009 2010 2011 2012 2013 2014 2015 2016

ENGAGEMENT

RATE

October 2008

SOCIAL HEALTH

INDEX

October 2014

INDUSTRY

BENCHMARKING

January 2010

SOCIALLY

DEVOTED

April 2012

PROMOTED POST

DETECTION

July 2015

PREDICTIVE

ANALYTICS

April 2016

Millio

ns

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

TECHNOLOGY PEOPLE EXPERTISE

+ One of the biggest Product & Engineering teams on the planet

10 bncontent pieces

in database

9Mprofiles

monitored

5MAPI requests

every hour

40Mcontent pieces

per month

450servers

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

TRUSTED BY 100 FORTUNE 500 CLIENTS

(2 500+ OVERALL)

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

QUESTIONS? BRING

THEM ON!

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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

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Q&A

@robertslang

/in/robertslang