The Year in Facebook: Part 2
By Mike Stiles on Dec 10, 2013
Hopefully you’ve already ready Part 1 of our journey because today we continue our walk down memory lane, pondering some of the bigger moments for Facebook in 2013.
Comment Threads and Ranked Replies
Facebook is all about conversations, right? Turns out conversations don’t necessarily happen in a linear fashion. So in an effort to get more engagement per post, Facebook started allowing replies to specific comments under a post. That makes the conversations threaded and more organized. Also, exchanges that get the most engagement will rise to the top of the post thread so quality content gets the most exposure.
BOOM! In June, Facebook announced it hit 1 million active advertisers.
Embedding. Posts to Go.
Were posts happy staying on Facebook? We’ll never know, because in July Facebook liberated them by letting them get embedded on sites across the web. This meant more people would see Facebook originated content all over the place. Users could also engage the post without ever going to Facebook. In August, the embeds were made even better, with enhancements to mobile experiences and videos that played right in the embed.
Throughout the year, analysts were keeping on eye on whether or not young people were getting tired of, or moving away from their usage of Facebook. As of August, the fastest growing demo was 45 to 54 year olds. Whether or not youngsters were especially turned off by ads, early in the year Facebook altered Edge Rank which resulted in News Feed appearances by brands becoming even more rare. For 13-19 year olds, platforms like Tumblr, Instagram (fortunately owned by Facebook), and Snapchat continued to grow throughout 2013. 61% of teens said Tumblr was their fave social site.
It’s All About Pretty Pictures
It was the summer of imagery. Facebook made millions of pictures from Shutterstock available, free, to use in Facebook ads, fully searchable and available within the ad creation tool. Admins could also do simultaneous uploading and make several ads with several images. Want several users to be able to add to your photo album? Facebook did that too. Up to 50 contributors can share up to 200 photos each. Generating much discussion, the summer was also used to point out to users their likenesses could be used in connection with ads. You can limit how, but not if, you can be associated with commercial content.
After the summer, it was the Fall of BIG images. Page post link ads on desktop went 3.5 time bigger, and images connected to links were 4 times bigger on mobile and 8 times bigger on desktop. Even the Suggested Pages feature got more visual pop in November.
Hey Community Manager, Feel Free to Mess Up!
It was one of the most asked-for features users wanted from Facebook. What if you published a post and it had a big, glaring mistake in it? You couldn’t go back in and fix it. But in September, it was announced you could. And all the people breathed a sigh of relief.
What They Bought and What They Might
Facebook enjoyed much success watching its Instagram purchase flourish. Mobile photos, hashtags, short videos, what wasn’t to like? The absence of revenue for one thing. Ads came to Instagram, looking much like Facebook ads, labeled as sponsored. What kind of ads you see depends on your activities on Instagram and Facebook. The next rumored feature, private messaging.
In October, Facebook reportedly offered $1 billion for Snapchat, apparently having lost faith in their lookalike effort called Poke. CEO Evan Spiegel said no, believing his 350 million photo messages per day will only grow. What the offer did show is Facebook’s commitment to adding the tools young users love. And what they love going into 2014 is sharing photos via mobile, with at least some level of perceived privacy.
What will we see from Facebook in 2014? It’s often said the best predictor of future behavior is past behavior, so we can likely look for further efforts to super-serve marketers leveraging Facebook’s vast social data, the addition of features user behavior exhibits is desired, efforts to make Facebook “stickier,” more mobile-friendly strategies, and more image-based design. And auto-playing video ads.