Close

Copyright © RebelMouse 2019

Follow Us:

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.

Publishers No Longer Have to Submit Their Site to Google News

Google's Publisher Center creates new opportunities for audience growth

Just before the start of the next decade, Google announced an important change to its Google News offering with the launch of Google Publisher Center. The new interface merges Google News Producer and Google News Publisher into one to streamline the partnership process for publishers.

Overall, the change should make it easier for publishers to manage their Google News settings, including updating themes, directing URLs to section pages, and configuring user permissions. Read the full list of features here.

Keep reading... Show less

How to Find Work-Life Balance as a Remote Employee

Tips from our CEO on making the most of an office-free lifestyle

Working from home is becoming increasingly popular, with an estimated 66% of companies now allowing remote work and 16% operating completely office-free. RebelMouse is one of those fully remote companies, and over the years we've mastered how to stay close to each other despite being spread across more than a dozen countries. We believe working remotely is good for both our personal lives and our productivity. Read more about this here.

Still, working free from the shackles of an office environment doesn't mean every day is a dance party in your pajamas from 9 to 5. Working from home comes with its own set of challenges just like any other job.

Keep reading... Show less

Inside RebelMouse’s Quality Assurance Operations

How We've Perfected Stress-Free Publishing

At RebelMouse, we like to refer to our enterprise publishing platform as "lean tech." Most publishers have a natural inclination to start doubling down on teams of developers who try to build unique experiences to help stand out above the noise. But they should actually be doing the opposite: Lean tech is the preferred way to cut through content saturation. By allowing RebelMouse to obsess over your product, content producers, editors, managers, and everyone in between can focus on creating quality content and taking advantage of opportunities to leverage distributive publishing strategies that create real revenue growth.

One of the major reasons we're able to maintain a lean tech environment is thanks to our approach to quality assurance (QA). We make updates to our platform daily to ensure our clients always have access to the most robust, high-performing, and secure version of our platform. Behind the scenes, this means having a solid QA structure that's efficient, creates less bugs, and catches the ones that do pop up before they go live. It's a system of checks and balances that's hard and costly to replicate on a custom CMS. Here's a glimpse into how it works.

Our Tech Stack Toolbox

  • Cucumber
  • Java
  • Junit
  • Maven
  • Selenium WebDriver
  • TeamCity
  • Zalenium (Selenium Grid)

Our Checks and Balances Workflow

Automated Regression Testing Cycle

The Lifecycle of a Product Update

When an update is first made to RebelMouse, TeamCity immediately triggers the start of automated tests to review integrity.

TeamCity Build

TeamCity Agent

The tests run in parallel on TeamCity's Build Agent. Next, Zalenium creates docker containers with browsers that matches the count of parallel threads. An Allure report is then generated from the test results, which shows the state of the application after the update.

Allure Report Pass

If a test doesn't complete successfully, the testing framework receives a video with a failed test and attaches it to the Allure report.

Allure Report Issue

Based on the report analysis, a QA specialist will create a "bug" ticket in our product management software to address the issue if needed. Then, information about the bug is immediately sent to the project manager and we begin the process of correcting the problem.

The media powerhouses we power can publish with confidence knowing that any product issues that arise are met with a tried-and-true process to fix the problem with little-to-no disturbance to their workflow. If you have any questions about this process, please email support@rebelmouse.com.

Related Articles

Subscribe to Our Newsletter