5 Awesome New Facebook Features That Your Business Need to Know About

5 Awesome New Facebook Features That Your Business Need to Know About

5 Awesome New Facebook Features That Your Business Need to Know About

Are you looking for ways to streamline and improve your marketing efforts on Facebook? The site is always rolling out new tools and features to help you improve your business' performance on the site - hopefully leading to increased engagement and sales as a result. In this blog post, I'll show you five of the most recent Facebook features that your brand needs to know about. Let's get started!

1. Facebook Page Publishing Tools

Have you ever wanted to find an old post on your Facebook Page, but been left scrolling endlessly in order to try to find it? Fret no more! Using the Publishing Tools feature (the link is in the bar at the top of your Facebook Page), you'll find a list of all of your most recently published, scheduled, and drafted Facebook posts - and the ability to search through them. Handy!

2. Allow Fans to Subscribe to Local Facebook Events

Do you regularly launch and host Events via Facebook? If your fans are tired of receiving invite notifications for events that aren't being held in their area, you can now ask them to subscribe to your Events. Fans who subscribe are notified when you create events that will be held in their area - there's no need to invite them. Once notified, your Page's event will also automatically show up in the Subscribed section of that user's Upcoming Events page. Ask your fans to subscribe to your events by doing the following:

1.Click Events or More then Events below the Page's cover photo.
2. Click Subscribe.

3. Add "Call Now" and "Get Directions" Call-To-Action Buttons to News Feed Ads

We're all used to seeing call-to-action buttons on Facebook ads like "Shop Now" and "Learn More," but did you know that you can now add a "Call Now" button, allowing customers to call you directly from your advert in News Feed? When clicked, it will automatically dial your business. Another new call-to-action button is "Get Directions." When this is clicked, a user will be guided directly to your location from their phone.

Both of these call-to-actions are great for local, targeted ads, as a way to help drive more traffic and sales to your business.

4. The News Feed "Save Link" Feature

This one's been around for a little while longer than the features above, but it's so useful, that I had to include it. Whether you want to save a post to read later, or curate awesome News Feed content to share with your fans, the "Save link" feature within the Facebook News Feed is a nifty tool that makes it possible. To save a News Feed link, click on the drop-down arrow next in the top-right corner of the post, then choose "Save link" from the drop-down menu. To access all of your saved links, click the "Saved" link in the top-left section of your News Feed.

5. Create Instant Articles (Soon, Hopefully!)

Typically, the slowest loading content for Facebook users on mobile is external links like a blog article. Instant Articles makes your content load faster in the News Feed to deliver a better reading experience - a load time 10x the speed of standard mobile web - and hopefully a more engaged audience. Instant articles are also interactive and immersive. Users can zoom into high-res photos, watch in-article videos, scale into maps, and listen to embedded audio.

Unfortunately, Instant Articles are, currently, only available to a select set of large brands... but it's one to keep an eye on for the future.

Over to you

Are you already using any of the features listed above, or are you going to start? Let me know how you're getting on in the comments below!

How to Use Emojis to Increase Engagement and Sales on Social Media

For brands on social media, one of the key principles for connecting with customers is to speak their language. And if there's one trend that's making a bigger impact than an in the way that social media users are communicating, it's Emoji. Some of the biggest brands in the world are already using emoji to delight, engage with, and convert customers, and I'll show you how you can, too. First, though, let's start with the basics:

What are emojis?

Emoji means “picture letter” in Japanese. Emojis are images that you can incorporate into text, email, Facebook, Twitter, Instagram, and other platforms. Emojis are different to traditional text emoticons like :), ;), and :P, in that they are governed by the Unicode Consortium – a non-profit group formed in the 1980s to promote standardised coding. Hundreds of emojis exist currently - everything from a smiley face to Santa Claus, to a pile of steaming poop - and more are being developed all the time.

Why are emojis so popular?

Instagram's emoji use over time.

Instagram's emoji use over time.

As the saying goes, a picture is worth a thousand words – and emojis are the evolution of communicating thoughts or emotions with simple pictures. Emoji's represent a more fun and creative way than simply text alone:

“No human being would ever just utter that sentence like a robot,” John McWhorter, linguistics professor and seminar faculty at Columbia University’s Center for American Studies, told Digiday. “Emojis get across that human aspect of communication,” he added.

The growth of emoji has been staggering. Take this example from Instagram's own research: In the month following the introduction of the iOS emoji keyboard in October 2011, 10% of text on Instagram contained emoji. As of March 2015, nearly half of text on Instagram contained  emoji. What's more, in the latest version of the Instagram app, hashtags can be used with single emoji, multiple emoji or can be combined with text in posts, comments, captions and when using the Explore tab.

There's also a technology and time element. We're all spending longer on mobile devices, where typing long sentences to communicate a thought or emotion isn't ideal. Emojis present a way for people to be quick and direct.

Emojis also break down the language barrier. Everyone can identify with the message behind a smiley face emoji, for example, and the emoji's growing ubiquity makes them instantly recognisable the world over.

Successful Emoji Marketing Campaigns on Social Media

Let's take a look at how some real world brands are using emojis to connect with their customers in marketing campaigns. Notice how companies begin to "own" and identify with certain emojis, consistently using them in their content.

1. Bud Light

Bud Light's emoji-inspired celebration of Independence Day generated over 150,000 retweets.

The brand showed that it understands the way its customers communicate using emojis - and reflected it.

Sometimes you don't need words at all. In this example, Bud Light let emojis do all the talking when it wanted to celebrate the return of Monday Night Football.

2. WWF (World Wildlife Fund)

The WWF used emojis as a central theme in their attempt to raise awareness of the plight of endangered species, encouraging fans to retweet, sign up, and donate. The use of colourful, eye-catching animal emojis combined with sad and anxious faces communicates their message in a way that text alone could not.

3. Star Wars

In anticipation of the new Star Wars films, the brand highlighted the release of 3 Star Wars-themed emojis (and how to generate them) as a way for people to share their passion and excitement for the series.

A side note on custom emoji keyboards

Some big brands like Burger King, Victoria’s Secret, Sony Pictures Entertainment, and Nestlé, are investing in the creation of custom emoji keyboards. You may have spotted a custom Bud Light emoji above. As Yashi reports:

"Snaps [the custom emoji keyboard developer] is taking mobile advertising to a whole new level. In a way, it is turning the game on its head. Instead of targeting consumers to get a message in front of the right audience, consumers are identifying themselves. They choose to download and share; they are the ones creating the message. With Snaps, audiences are in the driver’s seat, driving awareness and acting as brand ambassadors. It is much more of an elective process as opposed to a forced experience."

If you don't have the budget for this kind of project, there are still plenty of free emojis for your brand to cosy up with.

Key Takeaways and Strategies for Emoji Use in Business

  • Start experimenting with emojis in your own social media marketing to add a sense of fun, a dash of colour, and to communicate a depth of emotion that text alone cannot.
  • Keep it simple. Too many emojis can get messy and confuse the simple message you are trying to communicate.
  • Can you find an emoji or two that symbolises your brand? Use it consistently and begin to "own" it; your fans will hopefully recognise it, latch on, and start using it in their own communications with you and their peers.
  • Being funny and witty fits well with the colourful and playful nature of emojis, so think about this when planning the content you will pair them with.
  • Test the true power of emojis by publishing a status update (paired with an image or video, perhaps) that contains nothing but emojis as its "text" element.
  • Implement emojis in a campaign where the aim is to drive an emotional impact.
  • A/B test different variations, track the success of various alternatives and iterate with each new campaign.

Over to you

Have you used emojis as part of your marketing on social media? If not, will you be giving it a try? Let me know in the comments below!

5 Ways to Succeed With Facebook Multi-Product Ads For Business


Do you advertise on Facebook? Are you familiar with Facebook's multi-product ads?

Despite the "product" bit of the name, calling them "multi-image ads" might be more appropriate, as they can be used by all kinds of businesses, not just those selling products and services. In this blog post, I'll tell you what they are, why you should give them a try, and give 5 super useful strategies to help you maximise your investment when you set them up. Let's go!

What are Facebook multi-product ads?

Facebook multi-product ads are a new type of Facebook ad format that allows you to display between 3 and 5 images within a single ad unit in the desktop or mobile News Feed (traditional Facebook ads just show one). They're available to everyone via the main Facebook or Power Editor.  You've probably seen them crop up already; here's what they look like:

image: Facebook

image: Facebook

A multi-product ad features one main text section, and each image can be customised with its own headline and link  description. Desktop users can click on the arrow to move through the images, while mobile users simply swipe left and right to explore the different ad images.

What are the benefits of Facebook multi-product ads?

Early signs show that multi-product ads are generating above-average clickthrough rates and below average cost per clicks. In one case study published by Facebook, the e-commerce company, Nomorerack, saw its click-through-rates increase as much as 42% and its cost per acquisition decrease between 42% and 45%.

In another case study, Jewelscent reported that multi-product ads resulted in a 3x decrease in its cost-per-click rate, driving more customers to its website for less money.

These statistics are impressive, for sure. History tells us that the more familiar audiences become with an ad type, so its effectiveness will lessen. For that reason, why not give multi-product ads a shot while they're still a relative novelty?

5 Ways to Optimise Facebook Multi-Product Ads For Business

Now that you know what multi-products, and why brands are liking what they see with them so far, let's look at some strategies to make the most of them. Here are five ideas to show you how to use and optimize your multi-product ads on Facebook:

1. Show multiple products or offers

In the above example, Property Partner uses multi-product ads on Facebook to showcase a selection of the property investments that it has available. You might choose to highlight multiple products within a similar range, or use multiple images to show a single product from different angles. Don't forget, too, to combine multi-product ads with Website Custom Audiences to target individuals  into buying products related to ones that they have already purchased.

2. Display multiple features of a product or service


image: adespresso

AdEspresso uses multi-product ads to highlight the features of its service. Notice how each link's description compliments the headline nicely.

3. Focus on the order of your images

On desktop, the first two images of your multiple product ad will be on display right away (with users having to click to view the rest). On mobile, just the first image will be shown. Consider this fact when you create your ad; place your most important or visually appealing images in the first and second positions.

4. Make your ad unit visually appealing as a whole

images: facebook

images: facebook

As much as multi-product ads focus on multiple product, it's important that your ad looks great as a cohesive whole. Ways to maximise this effect include using similar or complimentary colours across the images, shooting multiple photos from the same angle, or making multiple ad images blend into one another when placed side by side.

5. Make your call-to-action count

Unlike traditional Facebook News Feed ads, multiple product ads do not yet feature the ability to add the now-familiar - and prominent - call to action button. As such, you should use the main text of your ad to include one; tell viewers explicitly what you want them to do - click to shop, learn more, book a table,  claim a coupon, etc.

Over to you

Have you use Facebook's multi-product ads? Will you be experimenting with them in future? What results have you seen? Let me know in the comments below!

Andrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.

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