Want to follow the news of social media, but shortly? We have you covered!
Join more than 17,000 weekly listeners for the Buffer podcast, The Science of Social Media, where we feature the latest in social marketing, news, stories, ideas, and actionable music.  This week we are offering a very interesting episode, starting with specific details about Facebook's project to rethink professional pages from top to bottom for "utility".
What You'll Learn in This Episode
What follows is a slightly modified transcript of the conversation between Hailley Griffis and Brian Peters. Running out of time? No problem! Here are four points to remember:
- Facebook tries to redefine the business pages not just as a marketing tool via News Feed, but as a destination for customers.
- Instagram, Snapchat and YouTube are among the best social media platforms for Generation Z although most teenagers continue to consume it daily.
- Many agencies and brands divert their attention from influencers to accounts even to broadcast native ads on platforms such as Facebook and Instagram.
- LinkedIn encourages people and pages to use hashtags in their content in the news feed.
Facebook is redrawing the pages as the range goes down, 5 fascinating facts about the Z generation, the return on investment of the current accounts and more! [complete podcast transcript]
- Part One: Facebook Redesigns Business Pages as Scope Declines
- Part II: 5 Fascinating Marketing Facts About Generation Z
- Part III: The ROI of Accounts hashtags to maximize exposure to content
Brian: Hello everyone! I am Brian Peters and here is the science of social media, a podcast of Buffer. Your weekly sandbox for stories, ideas, experimentation and learning on social media.
Hailley: Welcome to the episode # 108! I'm Hailley Griffis and this week we have a great episode for you, starting with the fact that Facebook has basically redesigned Business pages from the top down. We also discuss some interesting facts about social media about the Generation Z in 2018, the return on investment on the same accounts, and more!
Brian: I've already talked about the same accounts in the series, but I'd venture to say they're one of the biggest social media players in recent years . It should be fun!
Let's start the series.
Part I: Facebook redraws business pages as the scope decreases
Ressource: Why the news feed becomes less important for Facebook pages
Hailley: A fact The staple of Facebook's incredible growth over the last few years is that as more pages and people compete to attract information, the percentage of followers who see their publications decreases. Naturally.
And as we're going to talk about it in next week's episode (so stay tuned!), Pages reach has dropped more than 50% on average over the last 18 months.
seems to have reached a point of no return on Facebook with a combination of increased content and reduced space in the stream.
Brian: That's why Facebook is trying to redefine business pages not via the news feed, but a destination for customers. Think Yelp, Google, TripAdvisor and other destination-based websites.
In summary, Facebook is redrawing the pages of the 80 million small businesses on its platform and the 1.6 billion people around the world.
Hailley: First, Pages will focus on what many call "utility" related to the business. Utility can mean making an appointment or a calling option for trade shows or reservations and menus for restaurants.
They will also focus on recommendations and criticisms.
which is triggered when people ask for suggestions, will now appear on the pages. And to improve the quality of notices left on Pages, there is now a minimum of 25 characters.
Brian: But a potentially controversial change is that Facebook will start showing "On the other pages."
Facebook's vice president Alex Himel said at TechCrunch that there was no easy way to discover new businesses on Facebook. "
Which from the consumer's point of view will be super useful. C & # 39; s like looking for a restaurant on Yelp and seeing all the other similar restaurants on the list.
For businesses, this will be a challenge. That is why it is extremely important to provide detailed information about your business, as well as recommendations and revisions.
Hailley: Finally, some smaller but still important modifications. the feed, all pages of small businesses can now publish stories on Facebook, which is an interesting game from the point of view of discovery.
Facebook is also rolling out its apps tab for small businesses. According to TechCrunch, these two factors could turn into advertising opportunities at a time when Facebook's revenues are dwindling and need more revenue.
Alex Himel noted that 2/3 of companies say that Facebook has helped them increase sales
Brian: Overall, the intriguing movement of Facebook, which will be closely watched in the months to come up. on the show so that you can continue to prosper as a business on the platform.
We recommend dedicated resources to ensure that all customer inquiries by direct message, messenger or comments are processed promptly and that you are actively cultivating positive reviews for your business on Facebook. If you have not already done so, check out our Buffer Reply tool that can help you do that and more.
Part II: 5 Fascinating Marketing Facts About Gen Z
Resource: It Alls: Google Gen Guide Z) Think Is Cool
Hailley: The use of social media continues to grow, the global social media penetration reaching three billion people in the world by 2021. Social media is the Generation Z (or teenagers) as we know them. Generation Z is estimated to account for more than a quarter, or about 26% of the US population.
This week, we discovered a very interesting report from Google entitled "It is illuminated: what teens think is cool".
Some of the conclusions were quite interesting and we thought we would share them with you today.
Brian: First of all, this Google title is just amazing. I can just watch their team sit down to try to find the name of the report until somebody finally says "it's on" haha they're like that – one had it!
So the first thing that I found interesting is that 1965 Gen and I quote
"Snapchat and Instagram are the coolest platforms."
Facebook remains a daily habit for most teenagers for the consumption and passive viewing of content
Hailley: In the report, a 17-year-old girl was seen asking why she liked Snapchat and she said
"Snapchat allows us to communicate with friends in a fun way, without having to worry about sharing your thoughts (unless they take a catch of screen!). "
This gives us an interesting insight into the psychology of teenagers on social networks. ] D & # 39; agreement. Yes, it seems that Gen Z is much more focused on private or more "closed" networks that allow them to communicate and share with friends without anyone publicly seeing it.
Like WhatsApp, Telegram in popularity in recent years.
Hailley: Further on, here is how each social platform compares to another in terms of Gen Z and usage:
guessed, Instagram and Snapchat are in a race tight for the top, with 59% of Gen Z's using Instagram and 57% of them using Snapchat.
After that is Facebook at 53%, Twitter at 36% and Pinterest at 26%.
Brian: Yes, I thought this part was interesting because Google did not consider YouTube as a social media network as we often do on the series. But they talk about it later in the report as a streaming service.
Teens report that the top 4 streaming services, in order, are YouTube, Netflix, Spotify and Hulu. And if you compare those used on social networks like Instagram and Snapchat, they are there with them.
So, in other words, just a ton of content consumption for Gen Z.
Hailley: Another part of the study that I thought was interesting was companies that Gen Z considered their favorites. And I think that gives us insight into the kind of brand marketing campaigns that Gen Z finds engaging and how we could learn from them.
Brands like Oreo, Playstation, Doritos, Xbox, Apple, Nike, Amazon, Chik-Fil-A and Go Pro
and as the least favorite brands, they listed Patagonia, Zara, Lululemon, Quicksilver, Oakley , Nordstrom and Sunglass Hut.
This shows that brands should think about the future of marketing if they want to flourish in 5 or 10 years when the Z generation will have power of purchase.
Brian: Totally, and one last thought here: Generation Z has never known the world before Internet – before everything else you could need or need was within range click.
As a result, Generation Z is one of the best informed generations. They value information, stimulation and connection, and they also have high hopes for the brands they choose.
As Google writes at the end of their report, "As professionals, we should see that the standard Gen Z has established for us and continues to inform, inspire and create products and marketing that facilitate the world in which they want to live. "
Part III: The ROI of the accounts and what the marketers should know  Resource: A better return on investment than the influencers – Term accounts are attracting more and more people Interests
Hailley: Now let's talk about the reports.
If you're not sure what we're talking about, you've probably seen a meme in your stream at one time or another. Essentially, it's a photo or video that contains text describing the photo or video in a fun way.
Brian: From sports to celebrities, among others, the same popular content accounts on social media today.
And according to Digiday, with the spike of influence marketing, the reviews offer compelling partnerships for brands and publishers.
Some agencies and brands are now turning to account influencers even to launch native ads on platforms such as Facebook and Instagram.
Hailley: Digiday reports that the reports generate a high return on investment. The spirit and humor that seems to come naturally to the creators of content behind these same accounts.
They are super-reliable, so they get an incredible commitment.
Brian: o Interesting to read the difference in cost and return on investment. Since the accounts themselves are just starting to be used as advertising platforms, they do not yet know their value and are therefore cheaper, at least for the moment.
Hailley: Tim Armoo, CEO of Influencer Fanbytes platform, said that "for 1 million followers, you could pay $ 15,000 to a human influencer, and for 1 million followers on the same account, you would pay about $ 1,000.
But, obviously, the accounts even will not work for all brands and all sectors.
The accounts are really helpful in raising brand awareness to certain sectors like fashion, food, entertainment, publishing, but I imagine that it might be difficult if you are a brand in a more traditional sector such as education, finance, banking and real estate.
Hailley: I totally agree.
But you know, I think there's an opportunity for brands to be very creative here even if you are in a traditional industry.
Whatever it may be, it will be interesting to see how this will develop and materialize in the near future.
I am curious to see how the reviews go from the authentic to the authentic. a network that accepts advertising revenue. Will they become less authentic? Only time will tell!
Brian: Yes, indeed, Hailley. As with most things in social media, is not it?
Part IV: Using LinkedIn Hashtags to Maximize Content Exposure
Resource: How to Optimize Your Exposure with Hashtags LinkedIn
Brian: But not least, bonus content for you today Hui and this one went under the radar, we certainly missed this podcast, LinkedIn has launched a new version of hashtags and they are really perfect for broadcast and find platform.
Hailley: Before, I'm sure we did not know if the hashtags actually worked on LinkedIn and if the company pages found them useful.
Until now. Now encourage people and pages to use hashtags in their content so that they can increase the visibility of this content in the news feed.
Brian: Similar to Instagram, you can now track and search hashtags on LinkedIn using a feature that they call your Communities.
You can even pinch the most relevant hashtags so that they appear first in your feed each time you log in.
AND you can use a new discovery feature to look for hashtags indicating the number after each hashtag – a kind of social boost from LinkedIn that's cool.
Hailley: Yes, so before you start adding hashtags to your LinkedIn posts and articles, with your LinkedIn strategy and the interests of your ideal audience.
A good starting point is to see which hashtags your niche influencers use on LinkedIn, as well as sites like Twitter and Instagram. Pay attention to who uses the hashtag and how they use it with their content.
Before adding a hashtag to your own strategy, it is important to check the popularity and contextual meaning of the hashtag.
Brian: Right now, LinkedIn does not limit the number of hashtags you can add to your articles, but they encourage users to use relevant hashtags.
can not edit or delete hashtags.
Finally, for all those who use LinkedIn for their business, we had the opportunity to get marketing advice from LinkedIn directly from the LinkedIn team, which we will discuss in an episode of the very near future. So come back soon!
Hailley: Thank you very much for listening to the science of social media. The introductory notes for this episode are now available on the blog stamp at blog.buffer.com with a full transcript and links to all the resources mentioned today.
If you want to contact Brian or me, we're still on social media using the hashtag #bufferpodcast. You can also say hello anytime and [email protected]
Brian: As always, thank you very much for your iTunes reviews! We know we say this every time, but honestly, it means a lot to us and it is one of the main factors that contribute to the growth of our show.
Until next Monday, everyone!
How to say hello
We would all like to say hello to you on social networks, especially on Twitter!
Thank you for your attention! Feel free to connect with our team at Buffer on Twitter Buffer to Facebook, our Podcast Home page or with the hashtag #bufferpodcast.
Enjoy the series? It would mean the world to you if you are ready to give us a rating and review on iTunes!
About the Science of Social Media podcast
The Science of Social Media is your weekly sandbox for stories, ideas, l & # 39; experimentation and inspiration on social media. Every Monday (and sometimes more), we share the most advanced tactics in social media marketing of brands and influencers from all sectors. If you are a social media team consisting of a single business owner, a marketer or someone just interested in social media marketing, you're sure to find something useful in each episode. We hope you'll join our more than 17,000 iTunes weekly listeners and channel your social media channels accordingly! Do not hesitate to contact us for any idea, thought or comment.