Reality Check: 55% of Marketers say Facebook Organic Reach Has Dropped

In this week’s digital news, marketers voice their challenges with Facebook organic reach, YouTube ramps up brand safety, and Google factors in page speed for mobile search.

55% of marketers say their Facebook organic reach has dropped in the past year.

In the State of Social Media 2018 Report, Buffer and Social Media Week surveyed over 1,700 marketers to find out how they’re approaching social media in the new year. Here are some key findings:

  • When asked how strongly they agree with this statement “My Facebook organic reach has declined over the past 12 months,” 31% said strongly agree, 24% said agree, and 23% were uncertain.
  • 80% of marketers have not yet used messaging apps in their marketing efforts.
  • For companies that have run ads, over 35% said social media is very effective. For companies that haven’t run ads, only 15% said social media is very effective.
  • When asked how they measure ROI of social media campaigns, 42% said engagement, followed by leads (17%), and sales (15%).
  • 69% of marketers have yet to broadcast any live video content.


YouTube ramps up brand safety with new media buy system.

Google Preferred is YouTube’s top-tier program for premium content. It allows brands to run ads in the most popular 5% of content. But although these videos are popular, some are subject to controversy – like Logan Paul’s “Suicide Forest” video. YouTube will now manually screen each individual video for Google Preferred channels to improve brand safety.

Also, YouTube will roll out a three-tiered ad system that gives advertisers more transparency into where their ads appear. The bottom tier is broad-based, allowing brands to buy across a larger section of videos. The top tier limits the section for brands that are sensitive about the video content their ads run against. The middle tier is the default option, which offers some targeting while still reaching a wide audience.

Google will factor in page speed for mobile searches.

Google’s new “Speed Update” will go into effect in July 2018, and will downrank the slowest mobile websites, affecting only a small percentage of queries. This isn’t the first instance in which Google has prioritized page speed on mobile. In February 2016, it began to speed up mobile rendering for AMP (Accelerated Mobile Page) sites. And in April 2016, it gave AMP a more prominent position in Google News. These mobile-focused changes are increasingly important, given the majority of Google users search via mobile devices.

Snapchat improves app install ads with quicker links and deeper analytics.

A year ago Snapchat enabled the ability for app advertisers to attach deep links to their campaigns, which takes users to a specific page within the advertisers’ app. Previously, advertisers had to provide the campaign assets including, landing pages and buttons on the ads. Now, Snapchat will automatically connect app installs with links, making it easier for brands to set up campaigns. Also, marketers can now see how many people viewed their ad and swiped up within the past day, past seven days, or past 28 days. Additional stats show how many saw the ad without swiping up, but then downloaded or opened the app a few hours to one week later. And what users do with the app post-download, such as visiting a specific page in the app, completing a level, or adding a product to their shopping cart.




Published on January 19, 2018

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