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Facebook adjusts how much repeat video views matter

(MARKETING) For video creators and marketers alike, Facebook updates can mean a world of difference. What’s new now?



mid-roll facebook videos

For Facebook Video, intent and repeat viewership matter. Recently, Facebook updated video distribution methods to build more effective monetization tools and improve viewing experiences for users, namely regarding video distribution, ad breaks, and pre-roll.

Most video watching on Facebook takes place in the news feed, making this a great place to reach target audiences. It is the primary hub of activity, featuring status updates, photos, app activity, and video posts.

New ranking methods promote videos people seek out or want to return to, like serial episodes from creators regularly publishing content. Partners fostering communities by actively posting weekly or daily content get a boost as well.

If content publishers link a Show Page with their regular Page, they can distribute episodes directly to followers. This makes it easier to maintain and grow audiences, connecting users with relevant content.

However, although New Feed is a popular zone for creators and publishers, Facebook expects video engagement to eventually move to Watch, the platform for shows. In Watch’s Discover tab, shows people come back to will be prioritized for more convenient access.

After all, News Feed isn’t the easiest place to go for returning viewers since they have to sift through a constantly changing barrage of status updates. Watch offers a place more akin to YouTube, where episodes and content are contained in one place.

Creating a Facebook Group for the show adds another level of engagement, providing viewers a social viewing experience to connect with other fans.

Putting videos and content in an appealing, easily accessible area makes your viewers likelier to stick around. Grouping similar content will encourage binging, keeping your viewers in one place to engage with your content.

If content is difficult to find, or re-find when showing friends, it’s less likely to spread.

Revisions to Ad Breaks will hopefully drive up engagement as well. Previously, videos were eligible for Ad Breaks if they were at least 90 seconds, and the ad could show up as early as twenty seconds into the video.

Starting in January, videos must be at least three minutes long to have an Ad Break, and the break won’t come until at least one minute has passed.

Although Ad Breaks benefit content creators with a share of the revenue, disruptions to already short videos can drive users away. Delaying the break may improve viewer satisfaction, keeping people watching longer.

Creators now have an Ad Break insights tab to better understand video monetization performance, tracking impressions and clicks per minute.

Additionally, Pages with over fifty thousand followers can now have Live Ad Breaks. Smaller Pages and Profiles aren’t eligible since Facebook determined these publishers are less likely to comply with their monetization guidelines. Plus, their audiences are typically smaller, meaning it’s more difficult to gain significant revenue from Ad Breaks.

Facebook also plans on testing six second pre-roll ads, but only in places like Watch since viewers are already actively seeking out this content.

Combining metrics tracking insight and updated distribution tactics with intentionally crafted content may promote repeat viewership, leading to more success for publishers.

Lindsay is an editor for The American Genius with a Communication Studies degree and English minor from Southwestern University. Lindsay is interested in social interactions across and through various media, particularly television, and will gladly hyper-analyze cartoons and comics with anyone, cats included.

Business Marketing

5 ways voice is changing the SEO game

(TECH NEWS) As voice assistants take over our lives, you may worry how your SEO fares in this new, uncharted territory. Let’s discuss.



voice and SEO

SEO is a moving target. The standards change constantly so, despite years of experience, many web designers struggle to meet all the optimization guidelines. How, then, can any business confidently approach the web design process? It starts with recognizing those evolving norms, the newest of which is voice search.

Why Voice Search Matters

For years, the dominant SEO rule has been mobile first. The introduction of voice recognition systems, like Siri and Alexa, to smartphones has dramatically changed how we interact with devices. In fact, 20% of Google searches are voice searches with that number expected to grow rapidly over the next few months. Businesses and web designers, then, need to make sure their sites are voice ready if they want to stay relevant. Though the sites may stay the same visually, they need to gain a new edge functionally.

From The Ground Up

Modifying your website to support voice search isn’t as simple as many other SEO transitions, but if you take a ground up approach to the process, you’ll be able to reshape your website around those changes. Still, you’ll need help to do this correctly. When adapting your website for voice, SEO consultant Aaron Rains recommends hiring an expert for a full site audit and analysis to maintain your page ranking. You don’t want your page to take a rankings hit because you’re trying to keep up with the trends.

Expanding Your Device Options

In addition to its advantages from a mobile perspective, making the move to voice search also means expanding your site’s horizons by making it more accessible to new devices, particularly the smart home speakers that are gaining in popularity. Users are particularly comfortable with these devices because they rely on natural speech patterns rather than half-formed search terms. Children growing up with these smart speakers in their homes seem to view them as part of the family and will be native voice search users as they grow.

Snippets For Search

Part of updating your website for speech is optimizing the content to match changing search patterns. One of the key ways to do this is through the use of featured snippets.

Featured snippets are designed to help put your website in the #0 spot – the top ranking. To do that, you’ll want to put the answers to your most popular queries in the first few sentences on your page. This is especially for purchasing and local search since people frequently use voice search to find local businesses. If you can optimize for the most important snippets early on, you’ll be way ahead on the competition and have a greater ROI.

Rebuild and Reassess

After modifying your website for voice, you may find your rankings initially drop. That’s because you need to request your site be re-indexed. Otherwise, search engines won’t be able to match queries with your new site content. Re-indexing will put all of your new information into effect and make it possible for users to search using the featured snippets. Re-indexing your site will also help you ensure that you haven’t interfered with the crawl-ability of your site.

Experts expect half of all searches to be voice-driven by 2020, but since 50% of users with voice search access already use it at least occasionally, now is the time to act. Even if many users are still wary of voice search, you can’t afford to fall behind. Those users will still be able to rely on traditional text search mechanisms, but that won’t help voice enthusiasts. If you lose those early adopters now, they might not come back when you’ve caught up with the voice search revolution.

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Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.



offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

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Business Marketing

The science behind using pictures of people in marketing to convert more leads

(MARKETING) People fear using their picture in social networking profiles, but we make the case not only for using pictures of yourself, but of scrapping stock graphics for photos of people that studies show improve conversion rates in marketing.



photos-of-people in marketing

To avatar or not to avatar?

After all of these years of people using the web, the debate continues about whether or not people should use their headshots as their profile pictures and avatars on their blogs and their social networks. Many people are uncomfortable with the way they look in photos, and some are never satisfied with their picture, so they settle for their company logo, a cartoon image, or a random photo to share something about who they are. While some believe the argument is subjective, we would argue otherwise.

It is advisable to use a photo of yourself as your profile picture wherever you go, no matter how unsatisfied you are and how uncomfortable. There are many reasons from making it easier to connect with people offline after talking online, to giving people a better way to connect with you, but a personal side has become expected on social networks and blogs, making a profile picture culturally mandatory.

Throw culture out of the window

So let’s say you’re still uncomfortable advertising your face. I personally hate every picture of me taken since I was 11 and had a bad perm, I get it. Profile pictures can send some people into full fledged panic, and at that point, who cares if web culture dictates a photo?

You should, and here’s why… science.

Science? Yep. Any parent knows intuitively, and scientists have studied for years that babies love pictures of other babies, and part of socializing a child is giving them books with pictures of other babies to connect with, learn from, and see other ethnicities. Babies love looking at other babies, it helps them connect and learn, and believe it or not, many studies show that we don’t evolve past that point in our lives, so, adults love looking at other adults.

More science

If that isn’t enough to convince you to use a profile picture, a recent study shows that a website’s conversion rate can be skyrocketed by using human faces. According to, using human faces “get your prospects to focus more and this causes them to draw towards a common point of interest. It doesn’t get more real than that.”

The company cites an A/B test on, an online art shop, which presented paintings from artists on their homepage, and during testing, they swapped out the photos of the paintings with photos of the artists hoping to increase user engagement. KISSmetrics said, “Making this small but relevant change sent their conversion rate through the roof – something they didn’t expect. Their site experienced a whopping 95% increase in conversions!.”

Reading between the lines

Using a photo in your profile pictures is important, it allows people to connect with you, just like babies connect with other babies through photos, and website viewers are converted by human photos. But, read between the lines here – using photos of people in marketing is a concept as old as the idea of marketing, and your using people in your blog photos and marketing can improve your conversion over outdated stock graphics. There are legal ways to obtain photos of people (through creative commons), and using photos of your own can have the most meaningful impact.

Whether you’re nervous to share your face with the world or not, web culture dictates that you should and studies show that a percentage of people distrust social networkers without a face shot. Independent of all of that, conversion rates improve when people see other people, as it is easier to connect with over stock graphics or abstract images, so take a leap of faith and put your picture out there, and while you’re at it, try to find ways of using photos of humans in your marketing and blogs.

Just remember – babies love looking at pictures of babies, and we’re all just babies when you boil it down.

This story originally ran here on March 6, 2012.

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