Weekly Reads – Test and Revise. Revise and Test. Repeat.

The more things change, the more we have to test and revise. This week’s news includes how Facebook’s algorithm updates have increased attention toward video content, how hyper-targeted ads aren’t always the best approach (for large brands), how Snapchat is changing the retail experience, and how Twitter is making moves to keep up. As we’re all looking for more efficient ways to reach our audiences, remember: don’t get overwhelmed. Testing new features and revising your approach accordingly has always been part of the marketing process.

Facebook

MarketingLand: Facebook Organic Reach is Down 52% for Publishers Pages This Year
For those of you who manage your company’s Facebook page, this probably isn’t an extremely shocking statistic. And if you’ve noticed an influx of video in your Facebook feed (who hasn’t?), it’s easy to see that many brands are turning to video to get more eyeballs on organic content.

Wall Street Journal: P&G to Scale Back Targeted Facebook Ads
This week Procter and Gamble’s Chief Marketing Officer discussed their ROI struggles with extremely targeted advertising on Facebook, and how P&G is planning on putting more emphasis on “mass marketing.” While this article provides some interesting insights on marketing at one of the world’s largest companies, its clear that strategies for products that have hundreds of millions of potential customers are vastly different than products that appeal to a smaller pool of individuals.

Snapchat

AdWeek: While Some Retailers Ignore Snapchat, Others are Killing it With Lens and Geofilter Ads
If you’re looking for examples to justify adding Snapchat to your marketing mix, there are a few high profile retailers featured for you in this story. And while Men’s Warehouse has seen as high as a 48 percent engagement rate using geofilters, some brand managers are still struggling with equating “engagement” to “foot traffic.”

Twitter

Tech Crunch: Twitter Moments Creation Opens to Influencers, Brands, and Soon, Everyone
Up until this week, Twitter itself was in charge of curating the “Moments” feature – highlighting like-minded content that revolves around a specific noteworthy moment. Now that Moments are open to influencers and brands, we have the ability to create our own Moments and encourage our audiences to participate. It may seem like a minor update, but as brands are looking for more efficient ways to curate, share, and encourage customers to share content, on paper Moments does just that. It will be interesting to see how quick brands are to test the feature, and whether or not it produces desirable results.

On the GFM Blog this week:

The Double-Edged Sword of Social Media
FTC Hardens Stance on Paid Posts Not Clearly Marked as Ads