5 new changes to Facebook brand pages

From promoted posts to the new like button, here’s what you need to know.

Since its IPO, Facebook has been coming up with big surprises. The recent changes are associated with brand pages.

To make the life of a Facebook page administrator easy, here is a list of the recent changes Facebook already announced, as well as some it will roll out gradually.

1. Promoted posts

When Facebook announced it was testing highlighted status updates on user profile pages, it was clear it would bring the same feature to brand pages.

Promoted posts are a way to display content to a larger set of fans. These posts appear in the news feed—both in the Web and mobile versions—as “sponsored.” This feature applies not only to new posts, but posts that are up to three days old.

For more on promoted posts, check Mashable’s step-by-step guide.

Brands who always complain about the miniscule percentage of fans that see their content can now breathe a sigh of relief. However, I would love if Facebook made the content more targeted, like LinkedIn has. I am sure the next feature is “Facebook offers,” which Facebook will promote in the same way.

2. Additional page administrators

Facebook recently introduced different levels of page administrators such as “manager,” “content creator,” “moderator,” “advertiser” and “insight analyst,” along with their roles. The screenshot below should give you an idea of what each role is able to do:

This is a much-needed feature for bigger brands that have multiple administrators who control the page.

3. Scheduled posts

Along with new page administrators, Facebook launched scheduled posts. As a page administrator, you can schedule posts up to six months in advance at 15-minute intervals. This screen grab from Facebook’s help center should give you an idea of how to do it:

Even though I don’t think the design of this feature is very cool, people are already criticizing it as way too complicated. However, I still want to post content manually on our Facebook page.

4. Instant insights

Promoted posts come with instant insights so you can judge the effectiveness of the paid content. The new feature allows page administrators to see instant insights on how many people the content reached and, out of the total number of people who liked your page, what percentage of your fans saw the content. The new feature looks like this:

Instant insights for promoted content are valuable information. This is good news for social media agencies who can highlight this information in review meetings with clients.

5. Redesigned “like”

According to a recent post from Simply Zesty, Facebook is planning to completely redesign its “like” feature for mobile users.

Facebook made it clear during the filing of its IPO that advertising will be a challenge on mobile due to the lack of space. Until today, Facebook was pushing ads in the news feed in mobile without making it a nuisance for users.

But the latest change is a complete redesign of the “like” button. This screen grab should give you a fair idea of what it will look like:

In the coming days, Facebook plans to introduce full-screen sponsored stories. However, it will be interesting to see how people react to full-page ads on their news feeds. It comes as no surprise that Facebook is investing a lot of time to strengthen its mobile strategy, but let’s hope it doesn’t push too hard. Maybe GM would be happy to see such full-screen ads—at least on mobile devices.

Except for a few, most of Facebook’s latest changes have been pending for a long time—and were required. What do you think of the latest changes? Do they make your life easier as a page administrator?

Prasant Naidu is founder and blogger at Lighthouse Insights, where a version of this article originally appeared. (Image via)


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