The TL;DR: August 6, 2018
This week we’re talking about Facebook updates, using psychology in content marketing, and Facebook & Instagram best practices.
Facebook Updates Video Analytics & Adds Activity Dashboards
Recently Facebook added two new large updates. They’ve changed how they measure video performance and they’ve created an activity dashboard to help users better understand time spent on the platform. You can read about the video updates here and the activity dashboard here.
- Video Metrics:
- Facebook will no longer count users viewing certain parts of a video multiple times as cumulative view length. For example, if someone watches the first 3-seconds three times, it will be marked as 3-second views instead of 10-second views. This will make overall video watching stats much more accurate.
- Facebook is tweaking how they measure video impressions so that the numbers take into account users who don’t have autoplay turned on or have slow loading feeds.
- Facebook has added “Milestone Metrics” which cluster viewers based key points in your content.
- Activity Dashboard:
- This update is aimed at users – it shows people data regarding their usage of the app.
- Stats include how much time spent on the app, what days you spend the most time on the app, and more.
- The ultimate goal is to help users be more aware of how they spend their time and to help them make sure it was time well-spent.
5 Psychological Insights That Can Improve Content Marketing
Psychology has long been used to help create more effective marketing, but these five insights could really help push content to the next level. Read the full article here.
- Cognitive Fluency: People make huge numbers of minor decisions a day (whether or not they like a website, if they’re going to click a link, etc) and they do it quickly. Attention spans are incredibly short in today’s culture. Take advantage of that by creating content that is engaging, easily understood, and communicates an idea efficiently.
- Social Proof: People are more likely to act when they have seen others do so with positive results. Whether that’s reading a post or buying an item, people are more likely to do it if others have also done it. Make sure your brand is trustworthy, has a healthy supply of UGC, and positive reviews.
- Perceptual Set Theory: People are creatures of habit, and there are certain conventions they’ve come to expect online. These include certain CTA buttons, locations of navigation bars and links, and more. To maximize participation, make sure your site follows these conventions.
- Models of Persuasion: One of the most effective models of persuasion is the Fogg Behavior Model. This model theorizes that people need motivation, understanding, and a specific trigger to take an action. When outlining your campaign, make sure these three things are present.
- Psychology of Color: Color affects people in very specific ways. Blue is often calming, green evokes nature, red brings to mind passion and energy, and so on. Think carefully about the emotions you want to evoke and choose compatible colors.