Get Recognized

Whether you’re a new product innovator, industry disruptor offering a revitalized spin on a classic or a legacy consumer product with more than a century of success, nearly all brands have a compelling story to tell. From what’s often a matter of unearthing the gems or strategic positioning, PR teams are trained to work with brands to find their story, uncover the innovation and elevate the product, service or ethos to the forefront. Part of this discovery phase and deep dive into the brand lends itself to creating deeper and much more meaningful story arcs for the media. It also arms PR teams with the content and creativity needed for high-profile industry accolades and award submissions. A pivotal element of all robust PR programs and company profiles, relevant industry awards should remain consistently top-of-mind for brands and the teams representing them

Awards are far more than figures collecting dust on an office shelf or plaques lining the walls on the way to the breakroom. Not only do industry awards assist in garnering a significant amount of visibility for your brand and industry-relevant exposure, it also works to attract new customers, appeal to new retail partners, attract investors and give you an edge over competitors. Mapping out industry-specific awards relevant to your product category or service is an ongoing initiative for PR teams, encompassing a significant amount of planning and organization throughout the calendar year.

With the hustle and bustle of seasonal gift guide planning, major retail events, including Black Friday, Cyber Week and the holiday rush of product fulfillment and year-end planning, some of the most important awards can be overlooked. This is especially important for our consumer innovations and CE/tech partners leading into the holiday season. Not only is holiday one of the most important sales periods for consumer goods, it’s also when brands are preparing for the much-anticipated, annual Consumer Electronics Show (CES) in Las Vegas. What’s essentially the Super Bowl, World Cup and Olympics wrapped up in one tradeshow marks one of the most important activations for tech brands of the year. While brands are wrapped up in finalizing booth designs, booking travel and mapping out essential retail meetings and tradeshow networking events, PR teams are gearing up for award season and all things CES to ensure our brands are ahead of the curve for making a major splash at the show. Planning for this should happen far in advance of the fall season, including working towards early bird submissions which can often mean discounted rates and more. This is not a principle that only applies to all things CES as most awards typically have a brief window for submissions that come at a heavily discounted rate prior to the formal deadline.

In addition to the important CES awards (also listed below), here’s a few more industry-related opportunities for brands and their PR teams to consider throughout the year:
• Fast Company, Innovation by Design Awards
• Red Dot Design Awards
• CES Innovation Awards
• TIME Best Innovations
• TWICE Picks Awards
• Last Gadget Standing (CES award)
• Ernst & Young Entrepreneur of the Year Award
Has your team applied?

A brave new world – Instagram without likes | What your brand can do to stand out

What’s the metric you look for first when checking back in on an Instagram post? We hate to say it. But we all do it. It’s ‘Likes’, right?

How many Likes did your competitor get? How quickly? How many more (or less) Likes are being dished out to other accounts? And how many to yours? Social Media Managers, business owners, and brands alike — we all use this as a key metric for tracking post-performance.

According to CNN, In an attempt to stamp down on competitive pressure on the platform, Instagram will hide likes for “some” users in the United States starting next week, its CEO Adam Mosseri said Friday. It’s a test that the Facebook- (FB)owned platform has already rolled out to seven countries: Canada, Ireland, Italy, Japan, Brazil, Australia and New Zealand.

You, as the post creator, can still view how many people have Liked your post by tapping on a ‘Likers’ menu. But the public? Nada.

Will Likes Still Affect the Algorithm?
Yes, essentially Likes are still affecting the algorithm. But in a more back-end way.No longer will Instagrammers feel embarrassed, pressured or (hopefully) pushed to delete posts based on their Like performance.

But what would hiding Instagram Likes mean for businesses, brands, and Social Media Managers? What would a world without Instagram Like look like and how would you even #deal if this function is rolled out in your country?

#1 Genuine Interactions Will be Everything

Whether you’re genuinely commenting on the posts of other accounts to build a connection or alignment with their brand, visible comments will reign supreme. The new value will be placed on followers and comments.

#2 More Effort to Be Discoverable? You Betcha!

Praying that your ideal audience member will stumble upon your Like passed to another account could be the way of the past.
This means that commenting on posts, interacting with hashtags, reposting Stories and published posts will all be ways to connect complementary audiences with your brand. Or at least get in front of them.
Hope marketing (AKA random efforts on socials hoping they’ll work) is a thing of the past. Now that we know hiding Instagram Likes is a reality, it’s never been more important to make use of key engagement tactics.
Replying to Stories, hashtagging Stories, adding hashtags to posts, encouraging others to share your content and ensuring your Instagram Strategy is totally banging means a whole lot more now.

#3 Influencer Marketing Changes

Does your brand use Influencer Marketing? Do your clients? How do you measure the success of an Influencer Campaign and what’s the bigger picture? Of course, Likes were never an indicator of product sales, conversions or shared followings. But they kind of gave some type of marker, right?
Without Likes, the Influencer game does change quite drastically. For brands and for Influencers. As well, the same advice goes to both: To build audiences outside of Instagram. To treat Instagram as a part of the marketing ecosystem, and not as the entire marketing sphere.
We see a shift towards long-term partnerships between brands and influencers. This way Influencers will essentially act as ambassadors, won’t be restricted to single posts and perhaps may even choose brands they work with more carefully.

#4 A Larger Focus on Instagram Stories

Take away Likes and does Instagram emphasize authentic content sharing? Rather than the picture-perfect presentation of Instagram grids, we’re seeing many brave account sharing raw content of themselves, their products and their ‘vibe.’
More than ever, Stories (with over 500 million daily active users) will provide a platform for authentic brand and self-expression. And perhaps lessen the pressures to post perfect content all the time. Because Likes shouldn’t affect your self-worth and beliefs about success. So let your brand shine in its brightest, most authentic light on Stories, in posts, and across Highlights.

If you want more information on how you can leverage Instagram in your marketing for 2020 and beyond reach out to us here at GreenRoom! Contact us today at info@grnrm.com

Meaningful Media Relations Doesn’t Require a Zip Code

The value in any PR agency comes from its ability to synthesize messaging that is in alignment with a client’s goals and effectively tell that story to the media. While it may sound like a relatively simple concept, there are a myriad of variables that influence an earned media program, some which make that dynamic easier and some that make it more challenging. One thing remains constant: the relationship you have with a journalist who will tell your stories.

In an era where every person walking with a smartphone in his/her pocket is a photojournalist, a viral story can come from nearly anywhere. More and more, we’re seeing venerable outlets such as CNN running video from an iPhone or Android, and the same for the current queen of daytime talk, Ellen DeGeneres. While most brands seek viral status, it’s generally incredibly difficult to do, and often brands “go viral” for all the wrong reasons.

As such, it’s critical to any brand that a team of people who engage in consistent and tactful media relations steward its programs. Journalists move incredibly fast and are outnumbered by PR folk 6 to 1 in data released in 2018, so an irresponsible PR professional is easy to blacklist. Relationships have never been more important in this industry and to keep pace with their workloads, journalists must work with people who will not waste their time and have an acute understanding of what they truly need to push their stories forward. After all, they’re under the gun to get eyeballs in our current fractured media landscape. While we place a lot of value on face-to-face interactions with our media friends, we’ve found that a much more valuable set of pillars keeps our relationships strong no matter where they call home.

Customer Service: How fast are your response times? Media report to us that they’re often amazed at PR professionals who may seem desperate to get their clients placed but rarely respond to a journalist’s query. We maintain strict response times and make ourselves reachable by the means in which they communicate. For most it’s email, but others prefer email, text and even Instagram DM!

Flatten the process: They don’t have time to read a long-form press release, making it critical that we craft compelling storylines that are tailored for their beat and publication audience.

Subject matter experts: Being invested in your client’s success means learning as much about the product or service and relevant competitors as possible and possessing the ability to quickly answer preliminary questions a journalist may have. By showing them you’re worth speaking to builds the trust needed to foster a lasting professional relationship.

By employing these three things, you’re showing the journalist that you’re not only going to make their lives easier by getting them what they need, the stories that yield form working with you are going to be better because of it. While it’s tempting to want to make your pitch in person over a coffee, there are five other people waiting to do the same. Will you stand out with the same cup from Starbucks or be the first to complete a fact check?

The Truth Behind the Shark Tank Effect

For many emerging brands, 90 seconds in front of four wealthy entrepreneurs who each vie to take your business to new heights on national TV is something many only dream about! For the few that not only make it to the show and get a deal, it can change the trajectory of a business and rapidly accelerate growth. While it may be a dream scenario for your budding business, it’s important to understand the realities of that dynamic that we’ve observed over the years.

•  The great: The infusion of money can scale a business quickly and gain access to a myriad of distribution deals, media placements and the halo effect of having been on the show.

•  The not so great: It can create a false sense of security within the company and it’s important to remember that the Sharks have the companies they do for a reason. Lori Greiner, Mark Cuban, Robert Herjavec, Daymond John, Kevin O’Leary and even guest shark Bethenny Frankel are all savvy business-people eager to grow their companies by propelling forward and keeping their fingers on the pulse of what’s innovative. At some point, your company will be stale to them and it’s critical to continue the momentum by driving the business forward yourself.

From GreenRoom’s standpoint, there’s inherent validation in being on the show and getting a deal. However, that validation is not an excuse for not putting a robust digital marketing, public relations and business development team in place, armed with a multi-faceted approach to continue growing your business. It’s critical to align with the right people who are as driven to help you as you were walking into that shark tank for the first time.

While a Shark’s appearance on “Good Morning America” or “The View” may be sales gold for 24 hours, is there a team in place to keep your brand in front of consumers when site visits and sales begin to slump? Leveraging seasonal and holiday-based media opportunities, saturating the YouTube influencer space with unboxing videos, crafting bylined articles, retargeting ads featuring earned media and influencer content are just a few tactics to propel the brand’s marketing efforts forward.

Are you taking those clips and turning them into quick social ads and growing your online communities? Are you able to see how you can continually de-position yourself against competitors and recognize when your key photo and video assets need updating?

It may seem like brands that go on Shark Tank are handed fool-proof success on a well-lit studio platter, but unfortunately that’s not the case at all. It takes the same hustle and strategic thinking to capitalize on the success generated by the show that every other company must possess. Maybe Mr. Wonderful isn’t so wonderful after all.

3 Ways to Leverage Creative Services to Maximize Brand Events

Our favorite part of working with our clients is the opportunity to tell their story in meaningful and creative ways. From in-studio designs to filming on-set, our Creative team works hard to bring brands to life with groundbreaking visuals; but did you know these services can also elevate your event?

We had the opportunity to make this a reality for our client American Licorice,makers of the popular candy brands, Sour Punch Straws and Red Vines Twists, during one of the “sweetest” events of the season, Dessert Goals. Here are some ways you can leverage creative services during an event or tradeshow and beyond:

 

Highlight Influencer Partnerships

One thing you can always count on is an influencer wanting to be seen and photographed which makes having a professional team ready to snap the best photo a must for any event.In addition to the colorful confectionary paradise that surrounded us, we had the privilege of working with local influencers as we captured their experience with our branded candy installation.

According to a recent study, 82% of consumers are more likely to follow the recommendation of an influencer they follow. Influencer marketing has proven to be the new word of mouth and authentic content is at the core of their success. During your next event, make sure to seek out influencers and work with your Creative team to take photos and videos of them interacting with your booth, company representatives, and even other influencers! The higher the quality, the more likely your influencer partners will share this content on their feeds and tag your brand social pages. This exposure can help grow your social communities, expand brand reach, and create a new group of brand ambassadors.

 

Enhance Social Media Content Strategy

A great Creative team has an eye for all things design including the best ways to capture digital content that will resonate with your brand’s social media communities. That’s why you should be tapping into their expertise in real-time to take your social content to new, creative heights while highlighting the best of what your event has to offer.

In addition to snapping Instagram-worthy photos and staging interactive boomerangs, Creative Services can also manage some of the more technical aspects of social including Facebook Live. Going live using a smartphone has several unpredictable variables but a professional creative team can help you navigate the set-up while introducing the right equipment to produce a high-quality HD stream.  This real-time feature is favored highly within Facebook’s algorithm, generating three times the engagement of typical video content and demonstrating the power to expand brand awareness into new audiences.

Additionally, working with a Creative team can ensure grainy photos and shaking videos are a thing of the past. When it comes to social, content will always be king. Communities on social media expect to be wowed and this attention to detail can be your ticket into generating high post engagements while representing your brand well across digital channels. Because let’s face it, if your event isn’t on social did it even happen?

 

Develop Assets for Marketing Collateral

When it comes to sourcing product shots, group photos of company leadership, event attendees interacting with your brand, and more, a smartphone camera just won’t do. From lighting to lenses, experienced photographers know what it takes to snap the best shot. In addition to always being on the hunt to find the right angle, professional photographers have a keen eye for filling spaces, staging scenes, and directing people to create a more dynamic image. Marketing materials including print and digital ads, brochures, website content, and even media kits can feature high-resolution event photography to help bring the brand mission and personality to the forefront.These assets can even serve to generate excitement for the next event by highlighting the best and most eye-catching moments in future promotional materials.

While most of these efforts will result in a variety of public-facing assets, these visuals can also enhance documents that are shared internally with company leadership and employees. These materials can be used to highlight and reinforce the results driven from current brand marketing efforts while garnering leadership and financial support for futureinnovative campaign strategies.

Partnering for Success: Why Hire an Agency if You Have an Internal Team

With summer in full swing, many in-house teams are laser-focused on seasonal trade shows, industry events and warm-weather marketing opportunities. This makes perfect sense, but raises an important question; why are their agencies focused on a different season?

At this time of year, as temperatures rise and heating systems become a distant memory, we in the agency world are talking about an equally distant concept — Holiday. That may seem premature on first blush, but agencies often serve as an essential complement to in-house marketing efforts.

This means that brands working with agency support have a two-fold advantage: an in-house team managing day-to-day execution of contemporary tasks while their agency partners develop future opportunities in tandem with the moment. This two-pronged approach is just one of the many reasons working with an agency can be so beneficial.

 

Additional Opportunities

When it comes to Holiday, there’s a distinctly different lifecycle to media coverage opportunities. Here at GreenRoom, we’ve been talking with editors and journalists about Holiday Gift Guides and annual award submissions as far back as our Spring Media Tour — and we’re seeing traction despite being months away from the colder weather. We’ve helped a number of new clients adjust strategy on the fly and add items to their calendar — secure in the knowledge that they now have the right resources to address them.

Our team-based approach to media outreach drives impactful coverage year around, not just during Holiday. We’re constantly cross-pitching, which means your brand is given more opportunities to gain media attention via roundups, briefings, and trend pieces.

This happens on the digital front as well. Marketing teams are often overflowing with work, so they’re unable to start tackling holiday campaigns until much later in the year, when options for partnering on large-scale initiatives are more limited. An agency partner keeps the ball rolling, and by the time fall comes around, Holiday campaigns are already in full development.

As on the media side of the house, our digital seasonal strategy isn’t limited to just holiday. Our team has spent the summer dressing models in sweaters and tailgate football gear, prepping for creative content that will publish in fall and winter.

Agencies can help in influencer negotiation and balancing seasonal initiatives

Industry Insight

Working with a number of clients facing the same challenges puts an agency in the ideal position to inform timing, budget, and strategy on both the media and digital marketing fronts. While we’ll constantly analyze the performance of your brand’s initiatives towards established goals, we’ll also compare this progress to the results we’re seeing from other clients. Because of this, you gain a greater depth analysis. If something needs to be changed, we can borrow learnings from other clients, and implement a strategy that we already know to be successful.

This is especially important on the digital front, where platform algorithms constantly change. If you’re working with just one brand, it may take months to analyze a trend that an agency will quickly see appearing across multiple clients. This means that clients partnered with an agency can better take advantage of platform updates, adjusting strategy to meet the needs of today.

On the PR front, agencies are the first to know when a publication is changing direction or when a new reporter is hired for a beat. This up-to-the-minute information creates efficiencies in media outreach and saves time and effort.

 

Negotiation

Negotiating pricing is another key area in which agencies pay dividends for their brand partners. Third-party vendors and influencers know that agencies have a broader client reach, so agencies can often negotiate better rates and find deals more regularly than a single in-house team.

Negotiation doesn’t just happen on the outside — sometimes internal marketing teams need additional resources to get senior management on board with a new initiative. This is also the time of year when marketing teams are pointing towards budget discussions that will impact the year to follow. We can help bolster the case for additional dollars that could mean the difference between running in place or speeding ahead. An agency can be that reliable outside voice, often delivering the essential push when a VP needs to ok a budget.

Agencies can provide in-house marketing teams with in-depth industry analysis.

When Is the Right Time to Hire an Agency?

We know that even the most skilled of internal teams can benefit from additional resources for seasonal initiatives, product launches and award nominations, among other milestones taking place in the back half of the year.

More often than not, we find that the best answer to the question “When?” is: right now. (Yesterday: no longer an option!)

The Right Time to Hire a Public Relations Agency

Often in our conversations with brands the question arises of when to hire an agency. While each situation is unique, there are a few times when agency support can be especially helpful.

Launching a Brand New Product

As an agency, we’re able to place our clients in a plethora of marquee media outlets. By giving the media a first look at the product, the brand is positioned to have a string of hard-hitting press coverage publish during the launch. This is a great way to generate buzz and place your new product at the forefront of consumer’s attention.

Holiday Season Buzz

The holiday season is a critical time of year for retail companies, as millions of potential customers are in “buying mode.” One of the most sought after media placements are Holiday Gift Guides, some of which are the only source of product information for shoppers! However, the timeline for this may start earlier than you think. We typically start Gift Guide conversations with reporters in June — yes, June! — in order to maximize coverage. Opportunities and placements will grow as we get closer to the holiday season.

Attending a Trade Show

When it comes to trade shows, our biggest priority for our clients is to make a huge splash. Whether it’s a large show like CES or an industry-specific show like Interbike, we strive to fully maximize the days you’ll be attending. In addition to booth support, we’ll secure meetings with top-tier media outlets during the show, giving you an opportunity to present your product front and center to some of the biggest names in media. On the social side, trade shows can be one of the best times to take advantage of live features and trending opportunities. Our team can be on-the-ground to handle photos, video, and live digital engagement.

Just Looking For More Brand Awareness

Maybe you’ve been selling your product for quite some time and feel like you’ve plateaued. You might feel that if you could just reach fresh eyes, your product would take off. That’s where we come in! We provide you with a PR and social “megaphone” that allows you to spread the word  to millions of potential customers. With sample units available, we’re able to create engaging social content that aligns perfectly with the brand story we’re telling  marquee media outlets. This one-two punch of social and PR will make sure your product is not only being seen, but being seen by the right people.

The Importance of Face-to-Face Meetings

How many times have you sent a text or email and that was later misinterpreted, either by a friend, family member or even a client? Although the world is becoming increasingly digital, the benefits of face-to-face interaction are irreplaceable—despite Skype and Apple’s aggressive efforts at video chatting! The following are a few reasons why you should think twice before scheduling your next call with a client.

1)            Body Language

Digital communication with clients and the media has its perks. It’s quick and straight-forward; however, digital communication can be tricky, especially when the relationship is new or a special project is at stake.

Let’s say you have a scheduled call with a client to propose a new outreach plan that includes pitching a product or aspect of the business through non-traditional angle. Once you finish laying out the strategy, there is a long pause on the line followed by, “Yeah, sure that’s a good idea.” You’d probably wish you wish you were sitting face-to-face to witness their initial reaction and body language? Instead of having to dig through a series of follow-up questions hoping to figure out your client’s actual sentiments, a face-to-face meeting would have allowed you to sense their attitude from the beginning and address the issue accordingly.

2)            Quality Collaboration

When was the last time you woke up without dozens of unread emails? While ubiquitous, shuffling through emails can often suck time and creativity from your work.  Do you think that world’s most creative teams come up with cutting-edge campaigns through an email thread? Unlikely.

Creative collaboration through email can prevent the natural flow of ideating, a vital component of any successful brainstorming session and project management discussion. A face-to-face meeting allows you and your team to bounce ideas off each other on the spot, rather than having to navigate an overflowing inbox.

3)            Establishing Trust

Trust is a critical component of any working relationship. In vendor relationships, which have the added pressure of expected results and the need for effective counsel in order to push a business’ bottom line, this trust needs to be developed especially quickly.  Face-to-face interaction goes miles in establishing this trust.

A study published in the Journal of Experimental Social Psychology measured the effectiveness of a face-to-face request versus an email request and found that face-to-face requests were 34 times more effective than emailed ones, due to nonverbal cues and perceived trustworthiness. Although technology has done wonders for society’s overall progress, the fact remains that we like facing each other. Technology isn’t going anywhere – we don’t want it to—but it’s important to realize the power of face-to-face communication isn’t backing down either.

Potential Marketing Material You’re Missing Out On

What comes to mind when you think of a cease-and-desist letter? A few paragraphs filled with legal verbiage, reprimanding and threatening a business or person for participating in some type of illegal activity? Usually, you’d be right. Most cease-and-desist letters follow a similar format and structure. However, Netflix stirred things up with latest recent cease-and-desist letter to an unauthorized bar themed around the company’s original series, Stranger Things.

Netflix made the letter casual and lighthearted–emulating the series and its characters’ overall mood and spirit. Ditching the typical formal greeting, the company started off the casually-written letter by addressing the owners of the bar by nickname, Danny and Doug. What followed was just as informal and playful, with references to the show’s notable use of walkie talkies, the Upside Down an even Dr. Brenner. However, despite the informal tone, the company made it very clear that if the owners didn’t shut the bar down, there would be serious consequences–like the Demogorgon or their mom getting involved (yikes!).

Showcasing Your Company’s Personality in an Unexpected Way

Although entertaining, the letter is much more profound as it showcases the company’s brilliant understanding of marketing. For years, companies have tried to showcase their personality to the public through different marketing materials. For companies with bigger budgets, these materials are usually in the form of commercials, provocative billboards  and a strong social media presence. For those with smaller budgets, a grassroots approach is more likely to be utilized. However, would you ever consider a legal document with potentially serious ramifications as a form of marketing? Netflix demonstrated clever marketing which was leveraged as  a solid public relations story that achieved their goal without tarnishing their reputation. Netflix enforced it copyrights while portraying itself as a fun and cool company, which is quite a feat.

In another unique example, McDonald’s flipped its iconic golden arches upside down across different outlets, including a branch’s outdoor sign, to celebrate International Women’s Day. The company could have simply sent out a tweet acknowledging the cause, but chose to make a serious statement and  flipping one of their restaurant’s outdoor signs. In doing so, the company sent a message and strategically placed itself as a serious advocate of women, which consequently strengthened the company’s image of being socially responsible.

Ultimately, companies like Netflix and McDonald’s prove there are countless–and frequently overlooked–opportunities to spotlight and heighten your brand’s image. Whatever image you wish to present to the public, whether it’s a creative and user-friendly personality like Netflix’s or a socially-conscious and thoughtful personality like McDonald’s, could be conveyed through all aspects of your company. So, the next time your PR department is constructing a press release or your HR department is sending a letter of warning to a fellow employee, conceptualize ways your brand’s personality could shine through and be reinforced.

Inside the Algorithm: What Facebook’s Changes Mean for Your Content

Facebook’s latest update

Since its launch in September 2006, the Facebook News Feed has been in a state of flux. From the introduction of Like buttons to the prioritization of popular posts to the crackdown on clickbait and fake news, Zuckerberg and company have continually updated the News Feed to optimize the user experience. Since a 2015 report in the Journal of Experimental Psychology that mindlessly scrolling Facebook could be detrimental to mental health, the platform has concentrated its efforts on driving active participation on the platform.

With the latest algorithm update in January 2018, Facebook overhauled their ranking process to focus on engaging content from family and friends over content from brands and publishers. Vice president of News Feed Adam Mosseri shared in a Newsroom post that the updates would prioritize “posts that spark conversations and meaningful interactions between people.”

How does Facebook determine what is meaningful?

The platform is using reactions, comments and shares to adjudicate how compelling a post actually is. While it may seem that engagement spend is the easy answer to this, friend-to-friend interactions will take precedence. Companies will have to think less about what the brand wants to push, and more about what their target audience wants to see.

What does this mean for content creation?

Creators should put themselves into the shoes of their social customer and ask, “What kind of content would I want my best friend to see?” Thought leadership and philanthropic efforts are more likely to organically take root within an organic community than flash-in-the-pan sponsored posts. Similarly, this type of content is more likely to generate long-term benefits than its ephemeral meme-like counterparts.

Additionally, because we can anticipate that users will be spending less time on the platform, there should be a stronger focus on snappy, succinct content that contributes positively to a viewer’s Facebook experience. Gone are the days of sharing a meandering ten-minute YouTube tutorial on your Facebook page; concise, meaningful content is in.

What does this mean for marketers?

Marketers will need to think outside of the box of engagement baiting to create content that is genuinely engaging, rather than artificially popular. Clickbait-style promotions, including giveaways that use “Comment below!” or “Like this post to enter!” will have higher CPM rates, higher cost-per-click and lower organic reach overall than they have in the past.

It will take months for these updates to roll out across all of Facebook’s products. As we learn more about what these changes mean for brand reach and how to best spend in the new digital climate, one thing is true now more than ever: it’s all about your audience.