social media marketing Archives

Featured Blog

LeapOut Gets Media Spotlight on Award-Winning TV & Radio Show Pilipinas, Ngayon Na

Tony Chua January 11, 2024

Marvin, LeapOut President and CEO, imparted digital marketing insights on the radio program on the topic Thriving Businesses: Ride the Digital Wave. Marvin Ortiz, LeapOut Co-Founder and CEO, had the honor of guesting in a radio program Pilipinas, Ngayon Na on January 8, 2024, aired on DWIZ 882 and Aliw TV 23 and hosted by Undersecretary (USec.) Robert Rivera and Lady Elyza. Marvin’s guesting highlighted the power of digital marketing and e-commerce to the hosts, who, like many ordinary Filipinos, are still not well-versed but are enthusiastic about this thriving sector.

Featured Blog

LeapOut Gets Media Spotlight on Award-Winning TV & Radio Show Pilipinas, Ngayon Na

Tony Chua January 11, 2024

Facebook Advertising: The Impact Of Removing Page Likes

January 22, 2021 No Comments

Every day is a new opportunity for the social media giant Facebook to improve and advance its services. But whether their changes get reported in advance or abruptly, these decisions can easily affect the digital marketing industry in the Philippines and all around the world. Just recently, Facebook has announced a design revamp on their public pages in the platform. This would include an updated look, navigation, news feed, engagement format through Q&A, tools, and insights among others. Most importantly, pages from companies, organizations, public figures, and artists would no longer have the “like” button. The removal of this feature could significantly affect the way Facebook advertising is managed in the long run. For a better understanding, here’s what to expect once Facebook removes the like button especially for brands, and what can be done about it: Redirected focus to what’s really important Instead of the likes being the main metric of a page’s reach, Facebook wants its users to focus more on the followers. The leading social platform has explained that the former metric can be deceiving, and is not representative of a page’s true popularity. A like is initially designed for the user to show interest and support for a page. On the other hand, a “follow” would suggest that the user is choosing to see content and updates posted by this page. So while having many likes is a good thing, this does not necessarily mean that the “likers” want to see or engage with this page on their newsfeeds. By putting more attention on a brand’s following, social media managers could better see and analyze who the fans of their content and offering really are. More stable and accurate measurement Sometimes, the difference between the amount of page likes and followers is not big enough to cause a brand a huge worry. However, if there is a sizable discrepancy between these numbers in the first place, then something might need to change with the brand. This suggests that a new social media marketing strategy is necessary, in order to avoid losing more followers in the future. Additionally, brands could maximize the use of their follower data with this Engagement Rate by post formula from Hootsuite: Engagement Rate of Post = Total engagements on a post / Total followers *100 According to the popular social media management platform, the follower count is generally a more stable metric to use than dividing total engagements by reach. This is because the amount of reach could fluctuate more often, therefore possibly result in inaccurate data. However, keep in mind that other KPIs must still be measured in comparison, to see the bigger picture of a brand’s progress. Opportunity to adjust strategy & content Although garnering many likes is pleasing and gratifying, it could end up nothing more than a vanity metric for brands. Instead, focus on quality over quantity. Spend more time growing committed followers by producing creative and relevant content. Do not underestimate the impact of regularly engaging and being responsive with these followers as well. Unlike most likers, followers are more helpful for brands, as it is more possible to get them through the end of the customer journey. Starting from awareness, these followers are more likely to end up making a purchase decision—which is more significant in achieving the brand’s business goals overall. In the end, removing Facebook likes could cause some brands to stagger a bit at the start. But with more considerations for content strategy, they would be building up their pages for better, more tangible results now and in the long run.

Advertiser FAQs on iOS14’s impact on Facebook Ads

January 12, 2021 No Comments

Among many offerings of Apple’s latest iOS 14 update, one contentious feature is the AppTrackingTransparency (ATT) framework, which aims to provide more privacy to users. Apple’s iOS marks user data with an Identifier for Advertisers (IDFA) system, and ATT will allow users the choice to withhold their IDFA from advertisers, preventing data tracking through apps. ATT also prevents advertisers from combining advertising data across apps. Needless to say, this will heavily impact the movement of major advertisers and social media marketing as we know it. Facebook has continuously spoken against the move since it was first announced in early 2020, saying that this will drop developers’ ad revenue by up to 40 percent. Apple has stressed that advertising without first-party information is possible, an example being grouping users by similar characteristics without disclosing identities. Now, Facebook is prepping to roll out new advertising systems to address changes that ATT will bring in. The OS update became available to users in September last year, but the ATT framework will be rolled out early this 2021 to give advertisers time to strategize. Now, advertisers and digital marketing agencies will have to innovate in running campaigns. With the short time left before the digital marketing landscape undergoes a major shift yet again, we look at the primary questions we need to ask about the ATT’s impact on the bread-and-butter platform of most digital marketing agencies in the Philippines: Facebook ads. What user data will advertisers lose with iOS 14? With ATT, iOS 14 users will be prompted in the App Store to opt out of data tracking from apps. Apple considers tracking data as, but not limited to, the following: device locations, email lists, advertising IDs, third-party advertising IDs, SDKs and displaying targeted ads. ATT also prevents advertisers from combining data between apps for the purpose of consumer profiling. This will directly impact the efficacy and optimization of tailored ads and campaigns. In a statement, Facebook has said that it is developing an Aggregated Event Measurement system for OS users, preserving user privacy per ATT’s standards while also providing developers enough data to run effective campaigns. How will this affect advertiser Facebook campaigns? In the event of retargeting an audience or creating lookalike audiences, iOS 14 devices or users might not be included anymore. Advertisers’ Pixels (which is a site’s single unique code connected to each Facebook ads account) will also be limited to eight conversion events at a time, which will prove tracking difficult for businesses with multiple custom conversion steps and products. Apple will also not allow incentivizing users with gated content to allow tracking permissions. Per Apple’s App Store Review Guidelines: 5.1.1 (iv), Advertisers may, however, explain why they need users’ permission, but they must also be transparent on how the data will be used. Advertisers must also honor a user’s permission settings, and no attempt of manipulation, trickery, or force is allowed to obtain consent of unnecessary user data submission. Which KPIs might be impacted? KPIs based around events happening outside of Facebook will suffer. For example: traffic centered around landing page views, conversions via iOS app installs and catalog sales outside of Facebook will not be accurately tracked anymore. However, events within Facebook such as link clicks will not be affected. Another Facebook change to note is the loss of longer conversion window tracking. Soon, Facebook will only be tracking the following: 1-day click 7-day click (default) 1-day click and 1-day view 7-day click and 1-day view How do we prepare for the new changes? There is still much we can’t determine for certain before ATT and Facebook’s changes are fully implemented, but here are some steps advertisers can take as early as now. Determine how much of your market is on iOS: This is so you can plan ahead on how much of your data will be compromised. You can also start switching your strategy to be more lead generation-heavy so you can rely less on Pixel for data. Verify your domain: Facebook recommends domain verification to prevent domain disruption. This will also enable advertisers to maximize the Aggregated Event Measurement feature once it becomes available Narrow down your events: Since only eight conversion events at a time can be done, set your priorities on what your top priorities are for tracking. Update to Facebook’s SDK for iOS 14 version 8.1: Facebook says that their iOS 14 version 8.1 SDK supports Apple’s SKAdNetwork API. This will enable measurement of app install ads. The new shift is sure to significantly impact iOS data measurement and interpretation as we know it. But the only constant in the digital marketing space has always been changing, and innovating to adapt is something digital players are no stranger to. With smart planning beforehand, advertisers can stay ahead of the curve to craft defensive strategies and continue bringing relevant marketing materials to consumers.