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Facebook Metrics You Should Track for Organic Post in 2022

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Facebook Metrics You Should Track for Organic Post in 2022

It’s time to start planning your marketing strategy for the next year. To do this, it is necessary to evaluate all last year’s data and set goals, objectives, as well as the desired success for 2022. The analytical study remains based on metric data for organic coverage, i.e. audience who just like you. You can also use a small business CRM software to plan your goals, objectives and to increase productivity.

Facebook is used by more than 1.79 billion users worldwide every day. Each of them can interact with your brand when used properly with marketing tools. But to use them, it is necessary to periodically evaluate the indicators of the social network.

Today we’re going to talk about the main Facebook metric to track for organic publishing in 2022.

Why you should analyze your Facebook metrics

Between January and March 2021, the Facebook platform had over 250 million active stores worldwide. This is absolutely justified because due to the pandemic, most users were forced to use social networks to search and buy goods/services. Moreover, people also provide Customer Feedback on Social Media. But some of them still use Facebook to connect with friends and watch digital content.

Remember how the platform is used by all of its users and your target audience – these are two big differences. To draw a parallel between them, to understand which publication attracts new customers, and what works for existing ones – use a metric. Without it, you will never be able to correctly assess how your business is performing, and therefore you will not be able to make new plans for the coming year.

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8 Facebook metrics to track in 2022

In this section, we’ll break down the main metrics you need to track for organic reach.

No. 1. Involvement

Everything a user does with one post or profile as a whole reflects their engagement. It also includes reactions, comments, clicks on links and to the profile page, and much more.

Tracking this indicator is necessary to assess the reaction of your users to a post or story. The more interactions there are, the more likely you are to appear in the reader’s feed. Use an easy writer to write essays and content to help boost engagement rates.

Track the metric and its internal subspecies to assess reactions. To do this, use Sprout analytics, which is part of the report. All types of indicators will be highlighted in a specific color for easier analysis. Inside the function, there is a report on the effectiveness of publications to detail information for each post.

You can also track metrics in the “Content” tab inside Facebook Insights.

No. 2. Engagement rate

Amateur bloggers post and hope for the best. Pro bloggers post, measure and they strive to improve their metrics across the board.

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In order to calculate the level of engagement, you need to make calculations. To do this, take the total number of interactions and divide it by the total reach. Then multiply the result by 100%. This will be the percentage of engagement for one post.

It’s important to get high engagement rates and high impressions. If one of them is low, then something was done wrong. This metric will help you understand how interesting your post was. It reflects the time of publication, the availability of digital content, etc.

The ratio is calculated automatically right in Sprout.

No. 3. Coverage

There is a difference between Facebook engagement and reach. So, reach is the number of users that a post can see, and it can be free or paid.

It works according to the following principle: a post has 100 impressions, but only 10 have seen it. By this metric, you can understand who was interested in you. Also, you will evaluate whether your publication is being received by the customers who need it.

Sprout will automatically display the reached result for each post. In the page reports, you can estimate the average amount of implemented and potential reach.

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No. 4. Impressions

The impression metric is the ratio of impressions to reach. It is equal to the number of times the post is highlighted in the user’s timeline.

The more often customers see your posts – whether that’s stories, banner graphics, or images – the more likely they are to be of interest to them. The number of impressions will show how many people saw the publication and how many returned to the page to find it again.

You can estimate the number of impressions in the top bar of Sprout or in the performance report.

No. 5. Likes and subscriptions

To understand how many people connect with your brand, the oldest metric is still used – likes and followings. If they just browse your page – well, they like you, but if they like or subscribe to updates – it means that they want to get closer.

For analysis, you can also use the difference between likes and subscriptions, as well as the overall engagement rate and the number of likes. This will help you understand how popular you are with your target audience.

The metrics are located in the Pages tab inside the page report.

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No. 6. Facebook referral traffic

If you have a website that is linked to your Facebook page, you should track your referral traffic metric. It characterizes the number of clicks to your site through the link. The more there are, the more convincing your posts are. It is useful both for traffic and for testing the effectiveness of ad campaigns and ad frequency.

To evaluate the data, use Sprout, having previously integrated it with Google Analytics.

No. 7. Demographic indicators

Using the demographics metric will help you assess which audience is reading your page and tailor content for each type. For example, where do your users live, how much do they earn, their age, gender, etc.

All reports are stored in Sprout under the Demographic Data tab. Here you can select the required characteristics for analysis.

No. 8. Top Participants

To understand which users are the most active on your page will help the indicator “best members”. They are most interested in you and will protect the interests of your brand. This is the organic audience with which it is easiest to interact and build a dialogue. Try to give them bonuses for loyalty and trust.

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Conclusion

We’ve covered 8 of the most important Facebook metrics to consider for organic publishing and facebook marketing overall in 2022. Use social media analytics tools to collect the data you need. Do this periodically to get a complete picture of your page’s performance. Do not limit yourself to just the beginning or end of the year, do the analysis as often as possible.


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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

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That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

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It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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