SOCIAL
Facebook Updates ‘Download Your Data’ Tool With More Insight Into How it Uses Your Information
Facebook is adding some new sections to its ‘Download Your Data‘ (Instagram) and ‘Download Your Information‘ (Facebook) tools in order to provide more transparency over the information it collects on your activities, and how it uses them to show you more relevant ads and content as a result.
As explained by Facebook:
“Over the last decade we’ve been working to extend the functionality of our self-service data access tools to help people access data in meaningful ways. Today’s step is part of these efforts. There have also been growing efforts by many policymakers and regulators to enhance people’s rights around access to their data. These laws include the General Data Protection Regulation (GDPR) in Europe, which was implemented in 2018 and the California Consumer Privacy Act (CCPA), which took effect earlier this year.”
Essentially, Facebook is adding these new sections to ensure full adherence to the CCPA, providing access to more complete insight into the various ways in which its platforms track and store user information – and what that information is, specifically, for your profile.
The new elements now included in your data reports will be:
- Interactions on Facebook and Instagram – Facebook will now provide information on the actions you take on its platforms, including profile updates, Page and post Likes, comments, etc. Much of this information was already included in its previous report option, but Facebook is adding more specific insight to increase transparency over its processes.
- Inferences Used to Improve Your Experiences – Facebook will also now include more data on ‘inferences’, or data correlations that it uses to show you more relevant content. “For example, if someone shares an article about a football team that one of their friends posted, we may show them other football-related content. We infer that the person is interested in football because they engaged with their friend’s article about the sport”. Inferences are essentially educated guesses based on what you engage with.
- Categories Assigned to Instagram Accounts – Facebook will also now include a list of the categories it’s assigned to each user on Instagram, which it uses to suggest content in the Explore tab (you can get an idea of this already via Ad Interests on Instagram and Facebook’s Ad Preferences).
Inferences is the big point of emphasis of Facebook’s update. The Social Network is keen to point out that it’s not the only digital platform that uses inferences in its content recommendation processes, and that these digital breadcrumbs can help deliver improved, customized experiences for each user.
So while some might question how Facebook is able to match them up with relevant ads and content recommendations, Facebook is looking to highlight how inferences play a key role in this – as opposed to, say, your phone “listening” into your everyday conversations and tracking what you say, which Facebook has repeatedly noted that it does not do.
Through inferences, Facebook is able to improve the relevance and accuracy of its systems, often in ways you wouldn’t expect. That’s because Facebook’s databases is so huge, incorporating the actions of some 2.5 billion people. At that scale, Facebook’s systems are very good at inferring trends. And they may even be able to infer such before you realize that’s what you’re interested in.
For example, on a broad enough scale, you would be able to identify the next steps that people are going to take. People who like country music will like four-wheel drives, will like camping, etc. (this is a very broad and basic example, not intended to stereotype). At Facebook’s scale, it can actually spot those later trends coming, so while you may not have thought that you’d be interested in buying a new tent, you may have started on that journey, and that can lead to Facebook pointing you to content, even ads, that you’re going to be interested in, before you even know it.
That could, among many other factors, be why Facebook and Instagram seem to show you ads for products that you swear you’ve never looked up, that you’ve only mentioned with friends. Inferences somewhat clarifies this, and seeks to provide more transparency over how its systems operate.
It’s good to see Facebook providing more tools on this front – even if history shows that people probably won’t use them. Still, the fact is that they exist, and they’re there to access. If you have a question about how Facebook’s systems work, and what it knows about you and your preferences, you can download your info and check it out, at any time, while you can also update your Ad Preferences to stop seeing ads from brands you don’t like.
To access our self-service tools, you can visit Download Your Information and Access Your Information, Download Your Data, Ad Preferences, Why Am I Seeing This Ad, Access Your Data and Why Am I Seeing This Post, and Off-Facebook Activity.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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