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Facebook Expands its ‘Breaking News’ Tags to More Regions

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After trying them out in several markets over the last year, Facebook has this week announced that it’s going to give more publishers in even more regions access to its ‘Breaking News’ post tags.

Facebook Breaking News

As per Facebook:

“Over the last several months we ran a test that allowed more than 100 news publishers from North America, Latin America, Europe, India and Australia to identify and label stories as “breaking news” on Facebook. We found that people engaged more actively with stories marked as breaking news, showing us that this product helps people find news that’s important to them.”

Expanding on this, Facebook says that its breaking news tags will now be made available to selected publishers in Switzerland, Italy, Portugal, Ireland, Singapore, Hong Kong, New Zealand, Argentina, Chile, Peru, Brazil, Colombia, and Mexico. Facebook will also give more publishers in regions where the tags are already available access to the tool.

As a re-cap, Facebook’s breaking news tags, which are displayed in News Feeds as above, enable selected publishers to apply the ‘Breaking’ tag to a chosen post of theirs once per day. Publishers can then set how long the story should be marked as ‘Breaking’ (up to six hours max), making it stand out more in feeds.

But while the chosen posts do feature the prominent, red ‘Breaking’ tag, the tag itself has no direct impact on a post’s News Feed ranking.

But even without a News Feed boost, Facebook says that the ‘Breaking’ tags have still helped improve post performance.

“In the test period, we’ve seen that breaking news posts about politics, crime, disaster, and business perform best. We’re using data like this to help publishers understand how to use the label to connect people with the breaking news that they need to see most.” 

Facebook’s also improved its third-party integrations, enabling publishers to apply Breaking News tags via Social News Desk and SocialFlow, while it will also now allow publishers to add the breaking label after a post has gone live.

The expansion of Facebook’s Breaking News labeling may also link into the roll-out of Facebook’s dedicated News tab, which is now being tested among selected users in the US.

News coverage has traditionally been an area where Facebook has tread cautiously, but with its more recent stance on political advertising on its platform, and CEO Mark Zuckerberg’s statements on its role in the facilitation of free speech, it seems that Facebook is looking to take on more of a role as a news provider.

I mean, it already is – research shows that the majority of Americans now get at least some news content from Facebook. And if that’s the role the platform is playing, Facebook looks set to lean into it, and cater to user demand.

That may not be a good thing for democratic process, given the proliferation of fake news reports and political memes on the platform, but if Facebook can work to better educate digital users, and improve access to information, like breaking news reports, it could still be of significant benefit.

Socialmediatoday.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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