This case study goes behind the scenes on the algorithm boosting your social feed revenue

Facebook’s 2018 algorithm change set their vision forward of creating friend and family centered communities.

Publishers have been unaware of how to trigger social interactions on their posts given the changes. The PubPlus Lab was determined to uncover the secret sauce; when they spotted campaign patterns they dove in and discovered incredible insights from our network data.

What is Means of Social Interaction?

Facebook's internal parameter: Means of Social Interaction is based on the correlation between the positive engagement on a post and the post's success;
Means of Social Interaction is incorporated in Facebook's auction and has a significant effect on a campaign's performance and overall revenue.

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Most of us enjoy good banter and Facebook's algorithm is no different; it loves a healthy debate and strives to act as a platform to nurture other peoples opions.

Publishers, when people engage with your content, you are acting as a catalyst to it - ultimately helping increase traffic coming into the campaign, triggering the MSI metric, and increasing your bottom line.

Every report our Lab releases is based on extensive research and experimentation; in this report you will find several tests we conducted that prove the Means of Social Interaction metric is correlated to the revenue generated on Facebook.

freddy

Meet Freddy from the Lab

He'll guide you through the research and results
Test #1
How Means of Social Interactions can boost a campaign
The Lab started by testing a Facebook campaign on one of our most profitable verticals
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Time Period

May 31 - June 10
rings

Topic

Bridal
woman

Gender

Female-skewing
group

Age Range

25-34
During the campaign, a user comment generated a spiral effect on engagement
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clock9 9pm
message_grey Comment was posted
clock10 10pm
CPC arrow-down 70%
ROI arrow-up 185%
freddy

Freddy from the Lab:

Campaign traffic spikes are normal but the above was of irregular proportion
The comment that triggered the huge increase in reach
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  • This comment was a personal account of the event
  • It tugged at the heart strings of readers so people wanted to interact, creating positive and flourishing engagement
clock9 First hour after comment
Campaign exploded with traffic, over 50,000 visitors
clock9 A few hours after
Over 50 replies
clock9 Day 1-3
388 replies and 8.6K reactions
Take a look at how things skyrocketed after the comment was posted
Date Visits ROI
Total 1,357,044 185%
June 06 363,889 211%
June 05 263,771 164%
June 04 384,213 178%
June 03 287,1781 190%
June 02 51,588 186%
June 01 5,194 232%
May 31 1,112 182%
freddy

Freddy from the Lab:

The average CPC dropped 21% after the comment was posted
Test #1 - PubPlus Lab Conclusions

Effects on Facebook's auction

The Means of Social Interaction parameter has a significant effect on Facebook's auctions - the higher the Means of Social Interaction, the lower the CPC

Comments as a trigger

PubPlus Lab concluded that positive comments that get a significant amount of replies are the strongest Means of Social Interaction trigger

Profit potential

High Means of Social Interaction campaigns have a 5 figure lifetime value
Test #2
Fluke or a new way to lead your content strategy?
The Lab generated the second test with similar conditions and analyzed the development of engagement
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Time Period

June 12-20
globe

Topic

Human Interest
woman

Gender

Female-skewing
group

Age Range

25-54
In this campaign as well, a user comment sparked the Means of Social Interaction parameter
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  • After this comment was posted an engaging, positive conversation began
  • Humoursly, it started a light-hearted debate on the accurate year of the event
A spike was spotted in Visits, ROI and Profit
Date Visits ROI
Total 815,126 190%
June 16 209,106 240%
June 15 227,150 208%
June 14 281,357 185%
June 13 96,384 162%
June 12 1,129 156%
Test #2 - PubPlus Lab Conclusions
Test campaign #2 had the same conclusions as test #1 regarding the effects from the Means of Social Interaction

Effects on Facebook's auction

The higher the Means of Social Interaction, the lower the CPC

Comments as a trigger

Positive comments that get a significant amount of replies are the strongest Means of Social Interaction trigger

Profit potential

High Means of Social Interaction campaigns have a 5 figure lifetime value
Test #3
The Lab conducted one more test for good measure
The Lab generated the third test with similar conditions and analyzed the development of engagement
calendar

Time Period

June 16-24
tv

Topic

Television
manwoman

Gender

Female / Male
group

Age Range

25-34
In this campaign as well, a user comment sparked the Means of Social Interaction parameter
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  • Compliments are a powerful thing. This positive comment quickly sparked over 1000 reactions
  • This sub-discussion escalated quickly and became the focal point of the comments section. The intensity of the growth was a strong signal to Facebook
Take a look at how things skyrocketed after the comment was posted
Date Visits ROI
Total 371,848 185%
June 22 46,498 141%
June 21 48,475 152%
June 20 100,650 151%
June 19 101,240 145%
June 18 61,897 156%
June 17 7,855 157%
June 16 5,233 131%
freddy

Freddy from the Lab:

Again, we see how powerful a comment can be when it ignites engaging, positive conversation. This type of engagement triggers the MSI parameter causing profits to skyrocket and visitors and visit value to significalty increase.
Test #3 - PubPlus Lab Conclusions
Test #3 generated the same conclusions as test #1 and #2 regarding the effects from the Means of Social Interaction. The consistent and cogent conclusions validated our data and affirmed the importance of Facebook's powerful social feed metric.
Transforming the results into actionable insights
The PubPlus Lab deduced that the Means of Social Interaction parameter can be strategically used by publishers. Here's how:
1Adjust your content strategy
  • Find topics that can spark a debate
  • Write stories that are relatable
  • Keep your content neutral to be a stimulant for comments and opinions
  • Human interest pieces are currently trending and should be added to your content portfolio
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2Review successful post comments on a daily basis
  • Monitor positive comments with significant engagement
  • Reply as the page admin to stimulate live and active discussions
  • Reply as a page admin to keep engaging comments under 'most relevant' on the post
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Triggering the Means of Social Interaction parameter takes hard work, some content adjustment and extensive Facebook know-how.

The actions we've layed out, if done correctly, can raise the success rate and lifetime value of Facebook campaigns.

Match Facebook's Means of Social Interaction strategy of empowering community discussions with your great content to create one strong game plan.

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