By Jeremy Leon (@pipemix), Social Strategist
Some crazy things are going down with News Feed (yep, the correct terminology is ‘News Feed’ not ‘the News Feed’). Basically, everything is going to get a whole lot more visual – this means every image and every post has to be optimized in a…
Real beauty sketches from Dove, a truly meaningful brand positioning for empowering men and women who often have issues with self image and confidence.
Facebook revealed yet another redesign of its news feed a couple of weeks ago. I wrote this as a bit of a commentary on what it means for businesses, Facebook itself and most importantly its users. LEt me know what you think and how you have been finding it from your perspective.
It seems like only 2 minutes ago since we saw changes last year. The secretive social network have yet more clandestine plans up their sleeves to be launched first in the US this evening. Rumours surfaced at the beginning of the week that the new redesign was being beta tested in New Zealand with a top profile navigation bar to separate users newsfeed by interest, music, video, news etc. on different tabs. The overhaul also sees a larger, cleaner and whiter space, with a focus on images in the newsfeed – the year of content marketing for brands just stepped up to the starting line and will leap into a sprint with this new development. Brands who seize the opportunity to create social content and be part of the conversation will be well placed with the new developments with quality bespoke imagery being produced exclusively for social. Social, PR, advertising, creative and media teams expect an inbox full of emails tomorrow morning with the subject line… What does this mean for…?
So without further ado here are a few thoughts on what it will mean in the brand space…
What it means for Facebook…
The billion people on Facebook will be abuzz with chatter about the redesign – some will hate it and some will love it – every redesign and change to the platform is like marmite to its users. They love it or they hate it but either way they don’t get a say in the way their platform of communication looks or feels but the team over at Facebook listens to its users and responds in a way that makes the experience even better with time - that’s why they change things so often. But that’s down to the genius of the engineers on the back end and they will inevitably stay tight-lipped on the subject –Facebook wouldn’t comment on the changes officially before the launch.
What it means for the user…
Facebook users will have a cleaner and image focused newsfeed that is separated into interest and content streams – a little organised fun never hurt anybody right? The popularity of image led content is undisputed on the platform and Facebook objects are stepping into the spotlight with this development.
What it means for Businesses…
Businesses will have to think about the content they produce more than ever. A focus on image and associated copy of a high standard that caters for each of the suggested streams means that they need to think about what their audience has an affinity with and what they want to share as a user. This isn’t ad content as we know it so we shouldn’t refer to it as such. It’s an extension of brand and experience that consumers expect and engage with should they choose to. Its part of their editorial consumption and the ad spend associated on the platform is a great way to get it seen and engaged with.
What it means for the marketer…
Different streams and customisations for users content means there is a chance for it to be to be lost without ad spend behind it– but until the new design is launched we will never really know.
As is the case with all of the new changes that are made to Facebook it is often surprising the way that its population reacts to them. Until it is unleashed on the world we are victims to our own industries ‘crystal ball’ gazing. What do you think to the new Facebook redesign?
A partnership between
Columbia University GSAPP and
Audi of America
Featured in #Braverywins, the LED and xenon lights for the Audi S6 can pivot up to 15 degrees to help you see around curves while dedicated static cornering lamps shine at wider angles to aid with sharper turns.
@Disney create a @buzzfeed style editorial site to bring a new angle to their storytelling heritage.
A great new angle to a content giant to speak to their digital audience. A great example of tapping into user behaviour instead of telling their audience what they want to consume in terms of content. Lovely stuff.
@Rapha understand their audience consume content on multiple devices. WIth a call to action of how to browse look books on both mobile and desktop.
Not only does the cycling brand produce incredible content they integrate comms across all their platforms to consolidate data.
We are pleased to finally introduce the Spring Summer range for 2013, presented in a lookbook of photography & film → bit.ly/rapha-ss13— Rapha (@rapharacing) February 27, 2013