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Facebook Adds New Features for Instant Articles, Including Links to More Publisher Content and Stories Sharing

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facebook adds new features for instant articles including links to more publisher content and stories sharing

Facebook has announced some new additions for its Instant Articles offering, as it aims to renew publisher interest in its native content tool. 

Facebook first launched Instant Articles back in 2015, with the feature utilizing the platform’s various tools to enable faster load times, improved presentation options (through video and image tools) – and as a result, according to Facebook, significantly better content performance.

Instant Articles stats

These latest tools look to add to this capacity – first off, Facebook’s looking to provide publishers with improved promotion potential for their content through IA with new “recirculation and navigation” features within each post.

The main addition here is a new set of navigation buttons in the article footer, which will enable improved sharing, and importantly, links to more content from the same publisher.

Facebook Instant Articles

The first three buttons will make it easier to save and share IA content via message, group or personal update, adding to the distribution potential of IA posts.

Facebook IA functions

Tapping on the ‘More from…’ button, meanwhile, will take readers to a list of articles from the same publisher, boosting branding and promotion options.

Facebook IA update

These additions are important, because one of the key criticisms of the Instant Articles offering thus far has been that it purely benefits Facebook. With IA content being hosted on Facebook, as opposed to referring readers back to the publishers’ own website, it limits advertising and data tracking potential for participating publishers. And while it may well provide a better reading experience on mobile, most publishers have been hesitant to hand over so much control to Facebook in this respect – in fact, over 50% of Facebook’s IA launch partners had abandoned the option completely by 2018.

Facebook has been working to appease publisher concerns. in June 2018, Facebook added new subscription tools, to help publishers drive more direct traffic and audience from their IA posts, while it’s also added in streamlined options to simplify the IA creation process. For the most part, these enhancements don’t appear to have increased publisher enthusiasm for the option, but with Facebook moving ahead with plans for its dedicated News tab, IA could become a more important element, hence this new push to address these specific aspects.

Facebook’s also adding an improved system for CTA and ad placements in Instant Articles:

“We know that CTA units in Instant Articles can drive Publisher business goals around page likes, App downloads, and newsletter signups, but previously, ads or CTA placements were served blindly. Thus, we introduced an integrated CTA and ad yield model that estimates the value of a given CTA impression based on regional averages of what Publishers pay to achieve those CTA’s objectives.” 

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This has been another area of concern – Facebook limits the placement of publisher ads in Instant Articles (publishers can post one ad for every 350 words, and ads cannot exceed 15% of content), so providing more effective ads could help improve the option in this respect. 

And Facebook’s also adding support for IA links in Facebook Stories, “including those created by Pages on Facebook and those cross-posted from Instagram”.

Facebook Instant Articles in Stories

“Now, a user can read an IA directly from Stories. People will get the same IA experience across Facebook while Publishers get a new, rapidly growing source of distribution.”

These are some interesting improvements, but it’ll likely take a bit more to get publishers looking at Instant Articles as a viable option once again. Definitely, Instant Articles do provide an enhanced reader experience, and the various updates Facebook has implemented over the last few years have sought to address the key elements of concern. But the fact remains that, thus far, publishers have had trouble generating revenue, driving traffic and boosting their KPIs via IA content.

That could, as noted, change if Facebook is able to get its dedicated News tab working, and is able to funnel more of its 2.4 billion users into that content stream. But right now, it feels like IA is still a few changes short of becoming a more prominent option.

You can read more about the latest Instant Article updates here.   

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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