Facebook Moves Beyond The Like As Ultimate Engagement Metric
Facebook revealed that it has moved beyond the “Like” as the ultimate metric for interest. After months of research, Facebook concluded “…in many cases, just because someone didn’t like, comment or share a story in their News Feed doesn’t mean it wasn’t meaningful to them”, and now optimizes their news feed based on how much time people spent reading stories.
At BPI, we’ve long focused on metrics beyond engagements such as clicks, likes, and shares. That’s why in 2014, we focused heavily on viewability to ensure people actually saw our ads and then worked to customize creative to hold peoples’ attention. This spring, we launched Vantage, a new platform that goes beyond attention to measure whether marketing content is actually persuasive. This is a critical next step – a piece of content might hold someone’s attention for all the wrong reasons, or might be quickly digested because it’s concise and effective.
Facebook’s new metric of success is a critical validator for those who don’t just post quizzes and lists. We know that online readers still want content that is relevant and smart – but perhaps not always “likeable.” It’s our job as marketers to find the best way to measure and optimize for this content beyond the simple engagement metrics that live in most dashboards.
Contact us and we’re happy to help you find a new way to measure the success of your campaigns.