Allison Turner

Marketing Manager

April 027 min read

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The TL;DR April 2, 2019

This week we’ll chat about several Facebook updates, writing good social copy when you aren’t a writer and how to use your LinkedIn page effectively.

Facebook Announces Big Changes to Ad Archives and Reaction

Facebook never slows down its drive towards innovation and improvement, and this week is no exception. The platform has been busy with ad archives and reactions. Find out the details below.

The TL;DR

  • Facebook expands ad archives to all ads and pages:
    • In October, Facebook launched political ad archives. These made it possible for users to see every single ad that a page with a political affiliation had run.
    • In an unsurprising move aimed at increasing ad transparency, the platform has now extended this feature to all pages and ads. The new offering has been renamed “Ad Library.”
    • The Ad Library is a searchable collection of all the ads that are running or have been run on Facebook and/or Instagram. It stores ads for seven years.
    • Users can type a name, topic or organization into the search bar and Facebook will pull up relevant matches.
    • Along with seeing the ads, users can see spend, impressions, who saw the ad and more information.
    • Facebook has also added “Page Transparency” to all pages, which includes the same insights as the Ad Library.
    • While this provides great information for private users, it also has far-reaching implications for brands and competitive analysis.
  • Facebook has added an option to let users react to content more quickly:
    • As Facebook continues to try and increase engagement on its platform, it’s making it even easier to react to posts.
    • Rather than having to scroll down to the bottom of a post to react, users can now press and hold on an image or video and select a reaction then and there.
    • While this is a small usability change, it's highly likely that it will lead to an increase in engagement.
    • The ability to engage in this way has not rolled out for everyone quite yet.

10 Ways Non-Writers Can Write Better Social Media Copy

Not everyone is a natural-born Hemingway, but that doesn’t mean you can’t write social copy if you want to. These tips can help you become an effective social media copywriter. Find out more here.

The TL;DR

  1. Write the way you speak: No one wants to read something that feels like a research paper on social media – simply write the way you’d talk to a friend over a drink. Describe your business or product in terms you’d use with people you love relaxing with. Audiences appreciate it.
  2. Write consistently: To do something effectively you must do it often – writing is no different. Keep up a regular cadence and take the time to learn as you go. Not everything will go viral, but they’ll all teach you something.
  3. Write first, edit heavily: Get your thoughts on paper then go back and edit. It’s much easier than trying to do it perfectly the first time. You’d be surprised how much easier to gets once you get started.
  4. Check out competitors: Other than actually writing, reading is the best way to get better. Check out how your competitors talk and see how they perform. You’ll see what works, what doesn’t, and potentially come up with some ideas of your own.
  5. Provide value with each post: Social media marketing isn’t about getting something from your audience – it’s about giving something to them. Make sure everything you write creates value for the end reader. Provide advice, entertain them, teach them or simply make them laugh.
  6. Do hashtag and keyword research: Keywords and hashtags can help you think of topics when the ideas start running low, but they can also help make your content more competitive since you’ll be using highly searched words.
  7. But don’t only use keywords: While studying keywords is important, algorithms (and people) know when you’re just stringing keywords together. You might take an in-feed hit for it or you might simply turn off users.
  8. Write to your target audience: Make sure you know who you’re trying to reach and make sure you’re reaching them. Speak the way your audience speaks and provide them with the content they want. A millennial and a baby boomer will be looking for very different things, so keep that in mind.
  9. Write short for engagement and long for traffic: Shorter posts are simply more likely to drive conversation, and longer posts provide you with the ability to put in more keywords and info, which can help users want to go to your site. Keep this in mind with everything you create.
  10. Add visuals: Generally speaking, most people aren’t just going to read walls of text. They want something interesting to look at too, so make use of video, photos, GIFs, charts and more when you create your content.

LinkedIn Page: Know the Basics

It’s well-known that LinkedIn is hitting hard for social media marketing now, but what can you do if you’re just getting started? Check out this quick guide to learning your way around LinkedIn, found on Social Media Today.

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