Friday Recap: What do Facebook stories, tbh and UAC have in common? They’re great news for marketers
In Facebook’s latest attempts to appeal to younger users they’ve expanded stories to be available on Pages. The question, of course, is whether anyone will notice. The social media giant has also acquired a new (and again, hip) app for teens, as well as all of the valuable data that comes with it.
For those in the business of marketing apps, life just got a whole lot sweeter thanks to Google’s transition to Universal App Campaigns (UAC), which allows app marketers to get their product in the hands of as many users as possible.
Facebook expands stories in hopes of boosting popularity…
Millennials and older generations are using Facebook more than ever. These days, you probably even have Mum or Nana on there liking every status. Among teens, however, the site is less popular.
Facebook is well aware of this fact. Four years ago, then-CFO David Ebersman admitted that they had ‘seen a decrease in daily users specifically among younger teens.’ To win over some of these users, Facebook is making a couple of changes.
For one, they’ve expanded Stories to be accessible to Pages, including businesses, groups and events. This is a popular feature on other social media platforms, and could be a great tool for advertisers, but only if anyone actually cares …
It’s no secret that Facebook Stories hasn’t been very popular. Facebook borrowed the feature from Snapchat and used it on Instagram (which they own).
Open your Instagram feed and you’ll see how many of your friends have embraced stories. On their own site, however, Facebook hasn’t been able to generate very much interest. We’ll have to wait and see, however, if expanded access can make the difference.
… and purchases a new app for teens
Facebook has also purchased a new app for teens. The app – called tbh – allows users to log in and answer positive questions about their friends. Tbh will pull a user’s contact list and prompt them to assign compliments anonymously to their mates.
For example, the app might generate the superlative ‘is always there to listen’, and ask the user to give the compliment to one of four friends who is also using tbh.
For Facebook, purchasing tbh means snatching up one more app that could compete with them among teens. It’s also possible, however, that Facebook has another motive …
Because they own the app, Facebook also owns the valuable data tbh gathers about its teen users, all of which could be used to help Facebook appeal more to young people. If for example, a user is constantly complimenting one particular friend, Facebook can factor this into the algorithm about where this friend will appear in a user’s Facebook or Instagram feeds.
By understanding connections, Facebook can also create ad profiles based on a person’s likes and interests as well as their friends. This means tbh won’t just inform who shows up in teen’s news feeds, but also which advertisements.
For marketers appealing to teens, paid promotion on Facebook might have just gotten a whole lot more valuable.
Google moves all app install campaigns to Universal App Campaigns (UAC)
This week Google moved all AdWords app install campaigns to UAC. Since they announced the change earlier this year, Google has been urging its users to upgrade as soon as possible in order to enjoy the benefits of UAC.
UAC is a great tool for app marketers as it allows you to promote your app across Search, Google Play, YouTube and the Google Display network. In the past, these all needed to be separate campaigns with distinct advertisements.
UAC ads are easier for marketers because they streamline the process of advertising on multiple forums. The same text and assets from your app store listing are automatically used to design an attractive ad across other networks. Further, Google automatically tests different combinations to make sure your top performing ads are always shown most.
According to Google, UAC will help advertisers find their star customers because AdWords will focus on targeting those users most likely to compete the desired in-app action, such as sign up for a newsletter, put an item on a wishlist or join a group after downloading. By comparing information about how your ad is performing – and what users are searching for across so many different networks, UAC can offer a much more comprehensive picture of your ideal customer.
Does it work? Now that the switch is final, Google has published some success stories of advertisers who have converted to UAC, and their reports show gains across a range of marketing metrics, including:
- Increased conversions for in-app actions
- Higher retention rates
- The ability to find the ‘right users’
- Increased following
Google has reported that app install campaigns using UAC have already seen 140 per cent more conversions per dollar than those using other app promotion products.