Edelman Digital

Facebook Corrects More Metrics, Instagram Adds Features, and IAB Predictions for 2017



Facebook Corrects More Metrics Affecting Ad Reach, Streaming Reactions, and Like/Share Counts

The social media giant announced another series of corrections to its data reporting just a few months after revealing it had significantly inflated video view rates for years. Major updates include an amendment to the source of reactions on Facebook Live content and better accuracy for the platform’s ad reach estimation tool. Facebook says this fix will increase the “Reactions on Post” by 500 percent on average, while decreasing the “Reactions on Shares of Post” by 25 percent on average.

Instagram Adds Features to Boost Positivity and Safety

Instagram announced new options for users to turn off comments and remove followers from private accounts. The company said that the new tools are part of its efforts to encourage “positivity” and make the app a safe and “welcoming place for everyone.” With this new update, users will can turn off comments and like comments by tapping a heart icon. Instagram has also enabled a feature that lets private account holders remove followers.

IAB Predicts Mobile, Video, and Data are the Native Advertising Game Changers in 2017

The Interactive Advertising Bureau predicts an emergence of new formats for paid ads in 2017, including virtual reality and in-messaging apps. This is in addition to the expansion of video formats across vertical video, 360 video, outstream and mobile-first video. The IAB also predicts a shift from display ad units to predominantly native ad units among brands, as well as some shifts, new directions, and continuing challenges to ensure the paid distribution of content via native advertising remains a viable option for both publishers and brands.

Lauren Switzer is an assistant account executive with Edelman Digital in Seattle

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