March was a big month for Facebook and its users. Mark Zuckergerg announced a largely redesigned news feed, opening the floodgates for a whole slew of changes in the social network. Here’s the rundown on what users and marketers should look for in the coming weeks.
News feed.
Prepare for the largest overhaul since 2011.
Snapshot of news feed changes:
- More real estate for images.
- Multiple feed options.
- Consistency with mobile.
If the updated news feed hasn’t rolled out on your Facebook page yet, look out. It will impact every element of your news feed and how you interact with it, whether on a desktop or mobile device. At the announcement of the update in early March, Zuckerberg explained, “How we’re all sharing is changing and the news feed needs to evolve with those changes. This is the evolving face of news feed.”
The three main components of the change include larger images, multiple feeds and consistency with mobile.
With images now taking up nearly 50 percent of the screen, it’s clear that a huge focus of the change is visual engagement. The look is clearly mobile- and Instagram-inspired, giving more real estate to visually charged posts.
Users can also now opt to choose from different types of feeds and what is displayed within them. They’ll be able to subscribe to feeds from all friends, close friends, music, photos, games and those who they “follow.” Users will also be able to choose a chronological view instead of how Facebook automatically sorts posts.
Inspired by Facebook mobile apps, the new news feed also adds a new side navigation and more white space. By making its Web version more consistent with mobile, Facebook is continuing to reduce clutter and create a more visually oriented experience.
Timeline.
Look for larger photos and better organization.
Snapshot of timeline changes:
- Larger photos and updates.
- About me information below profile picture.
- Photos, friends and Instagram photos moved to left in grids.
- Likes and interests switched to left.
The updated Facebook timeline is also rolling out gradually across pages. While there are several clear changes, as with the news feed, one of the most attention grabbing swaps is for larger photos featured in updates. The new setup is altogether cleaner and more uniform. Photo tiles for friends and photos have been removed from below the cover photo to the left hand side of the page into nine-square grids along with Instagram photos.
Timeline navigation has been moved to the right with ads, while about me info has changed to the lefthand side below the profile picture. Although likes, music, movies, books, etc. have also moved to the left, users have the option to hide or edit any section (aside from about, friends and photos).
Page commenting.
Pages are upgrading with reply and thread options.
Snapshot of commenting changes:
- Admins can opt-in to reply to user’s comments.
- Admins can create conversation threads.
- All pages will be affected on July 10.
Vadim Lavrusik, Facebook’s journalism program manager, announced this week that page admins now have the option to reply directly to users’ comments as well as the ability to start conversation threads on their page. This feature “will make it easier for you to interact directly with individual readers and keep relevant conversations connected,” he wrote, adding, “Also, the most active and engaging conversations among your readers will be surfaced at the top of your posts ensuring that people who visit your Page will see the best conversations.”
Now, admins have the option to opt into replies in the admin panel, but all pages will have the feature enabled on July 10.
Exchange Ads featured in news feed.
Marketers may be able to run more types of ads on the desktop news feed.
Snaphshot of ads changes:
- A small alpha test of page post link ads in the news feed.
- Uses Facebook Exchange to target ads toward users’ browsing habits.
- Gives brands more exposure within news feed.
In an effort to boost ad revenue, Facebook is running a small alpha test of “page post link ads” on both the righthand side of the page as well as the news feed. The update makes use of Facebook Exchange, a way for businesses to target ads toward people based on their online browsing habits across the Web.
These ads, created from posts on the brand’s page, will point users directly to the brand’s landing page. The most significant aspect of the plan, especially when combined with the enlarged images from the News Feed update, is that it gives advertisers prime real estate in the News Feed where users spend the majority of their time. This means more eyes on each ad and much higher potential for engagement and conversions.
Need help with your Facebook marketing? Contact Cement Marketing today by calling 614-564-9216 or emailing alaina@cementmarketing.com.