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Facebook Makes Moves Toward Creator Networks

The much-anticipated internet trends report by Mary Meeker made its annual splash last month, unveiling both predictable and unpredictable insights about the current digital climate. While print consumption continues to decline at a rapid pace, digital consumption has not stopped its relentless growth. Meeker's report found that U.S. adults spent over five hours more a day consuming digital media in 2017 than they did in the previous year. More than half of those hours were spent on mobile. And as adults spend more time online, teens are not-so-shockingly way ahead. New data from Pew Research Center shows that 95% of teens have access to smartphones, and 45% of that group says they're "constantly" online.


As the makeup of digital consumption changes, so does the formula for effective marketing that caters to it. Influencer marketing is quickly becoming a leading strategy for gaining the attention of the social ecosystem's massive audiences. Content from creators provides an 11 times higher ROI than traditional methods. It's a technique that goes beyond age demographics as well. 95% of people say they trust product recommendations from someone they know. And that's the beauty of the creator — it builds a personal relationship between users and consumers that's never happened before.

Platforms like Instagram and Snapchat lend themselves to mobile experiences that are easy to digest for creators and followers alike. But Instagram's partner-in-crime and parent company, Facebook, has a bit of catching up to do, particularly amongst the teen demographic. The same Pew Research Center data found that Facebook ranks fourth in popularity amongst teens, falling behind YouTube, Instagram, and Snapchat.

Data from Pew Research Center.

In order to close the gap and stay ahead of the curve, Facebook needs to refine the way they approach influencer marketing. Recent changes within the platform indicate the social giant is already dipping their toes in the creator pool.

Facebook Makes Instagram-like Changes

Facebook has implemented some recent changes to make the platform more friendly for creators, taking many cues from Instagram.

The changes began with the launch of Facebook's Creator app in November 2017. The app is designed to provide more tools for Pages and profiles with large followings. The toolset includes Live Creative Kit, which allows users to add both emoji stickers and intros and outros to their live videos, and features in-depth analytics. Access to Facebook Stories is also available from Creator, including the ability to cross-promote Stories to different platforms.

Shortly after Creator launched, Facebook began rolling out many other Instagram-like tweaks. First, the platform opened up crossposting between the two platforms, allowing you to share your Instagram Stories to your Facebook Stories. When that grew traction, Facebook offered polls in Stories. And once the feature reached 150 million users, it began testing ads within Stories, too. It was a smart move since Instagram Stories have been successful amongst both publishers and creators, serving as a key component to impactful conversion rates.

While Facebook's Creator app has been slowly making its debut since Fall 2017, details about Facebook's greater plan for the app — and the platform's overall efforts around creators — became clear when screenshots of an influencer marketing search engine were leaked in May 2018. Facebook confirmed plans for the influencer tool to TechCrunch shortly after the leak.

A leaked screenshot from Facebook's influencer marketing search engine via TechCrunch.

The search engine is designed to help businesses locate potential creators for partnerships. The tool will start with a group of "lifestyle brands and creators" who can create profiles on the search engine, with details including their own audience size, targeted interests, and examples of branded content. Businesses will be able to search for those creators and see how they match with their own brand through a percentage-based ranking.

Facebook's latest steps toward revenue revitalization will hopefully clean up the current News Feed's oversaturation of traditional ads on the platform. Instead of a quantity-over-quality approach, Facebook has the potential to maximize both user experience and revenue if it can nail down its influencer marketing strategy correctly.

Build a Community of Creators

After Facebook's tumultuous 2016 and 2017, it makes sense for the platform to reprioritize its roadmap. Aside from improvements to user and brand safety, it's wise to shift users' focus to cutting-edge ways to create social revenue. This currently means adapting the best strategies from outlets like Instagram, which currently has a friendlier relationship with its users — including less fatigue around advertising, particularly through creators.

In the current social climate, creators and influencers are experts in certain topics and/or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred creators into their community and get them to participate in creating premium content.

RebelMouse has built an entire platform for communities to form, grow, and flourish. Within the platform, communities can be created, governed, and led by publishers. It's a formula designed around personalized and sustainable engagement. We've also ensured that it's easy to use and poses no risks for publishers. Learn more about our Creators Network here.

Let's Create Together

At RebelMouse, we offer a lean tech CMS built for this next wave of publishing and social revenue. We already have tools within our platform that encourage a universe of creators to help validate the message of your brand, and in turn, deliver more ROI. We're also a group of traffic junkies that operate as a creative agency. So even if you can't replatform your site right now, we can help you optimize your content. We'll make sure you aren't just leveraging potential creators, but that you're also making the most out of your site, search, and social.

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A Look Inside the Only Creative Agency Powered by Deep Technology

Strategic development of product that supports content distribution, conversion, and loyalty.

RebelMouse is a creative agency fueled by a publishing platform with deep technology. Our expertise is rooted in media and content marketing because there is no other team that understands distributive publishing better than we do. There is also no other CMS on the market today that provides content creators with the tools they need to unlock sustainable growth backed by sticky monetization methods. RebelMouse blends product and strategy together to move the needle where it matters most — organic traffic and user growth, conversion to loyalty, and revenue growth.

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Curate Well-Rounded Content: Embed Previous Posts With Assembler

Flat media is dead. That's why we are always updating our product to make it easier and more intuitive to create dynamic media. A great example of one of these features allows users to embed previously published posts into a new post through our Particle Assembler.

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Updates: Edit Email Templates in Entry Editor, Easily Select the Right Tags

We have two new product updates that will make editing each article easier and more customized.

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New: Simplify Your Workflow With Our New Copy and Paste Function

There's a new feature in RebelMouse's Entry Editor that easily lets you copy and paste an entire post, including lead media, headline, subheadline, body, social copy, and social scheduling information. Don't worry — we will only copy the social scheduling language you've previously set up. Using this functionality will not schedule the post to be sent out again.

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How to Set a Canonical URL

A canonical URL is an HTML element that prevents duplicate content. This helps prevent SEO issues by indicating whether a URL is a "canonical" or "preferred" version of a page.

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The CFO's Guide to RebelMouse

A look at how you gain more and spend less with our platform.

Every Chief Financial Officer (CFO) has an important mission: Balance efficiency with fiscal responsibility while eliminating risk. To survive and thrive in today's publishing industry, this can be a tall order. New options for vendors, hosting, and service providers pop up all the time, and as technology advances, so do the kinds of tools you need to grow reach and revenue.

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Be an Advocate for Engagement With Discovery Email Templates

RebelMouse's Discovery tool offers various forms of social outreach, including emails that you can send to influencers while you're editing your article. We utilize our proprietary technology to seamlessly pull in the email addresses of social media account owners. And now, coupled with customizable template language that automatically gets pulled into your workflow, you can easily send out messages to let these accounts know that you love their content and wouldn't mind if they shared a related story of yours.

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New E-Commerce Option: Easily Feature Products With Just a Few Clicks

Every year, the numbers of shoppers who choose to purchase online versus in retail stores continues to grow. It's estimated that the number of online shoppers will rise to 230.5 million by 2021. At RebelMouse, we've added a new particle layout for our clients that do e-commerce. This feature makes it super simple to highlight products right from within our Entry Editor.

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2018: A RebelMouse Year in Review

From product to personal, we flourished on every level.

It's always overwhelming to think about how far we've come as a company every time December rolls around. From all the peaks and valleys our ever-changing industry likes to throw at us, to the personal triumphs and challenges we experience as a team, each year is always one to remember. But this time, 2018 took the cake. It was 365 days of twists, turns, and far more shining moments than ever before.

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