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Beware These 9 Popular Social Media Myths

Popular social media myths busted

There is so much so-called “advice” on the Internet that it can be difficult to work out what is actually true and could make a difference to your digital marketing efforts - so let's bust some social media myths.

Social media allows businesses to market themselves in a place where their customers are naturally comfortable and willing to listen. Because content marketing has become such a prominent and effective tool for maintaining a steady market on your website, many people write and promote their own blog articles - including social media heads and digital marketers. The problem is that some of the tips that they include in their articles may well appear to be classed as common knowledge but, in reality, have little to no grounding in fact.

We’ve set out to bust some of the most popular social media myths so that you can have a better idea as you launch into your own digital marketing efforts...

MYTH #1:
Integrating all your networks is the path to success

There are plenty of social media automation tools out there that allow you to integrate and post your content across multiple networks. This isn’t always a good thing. Because each social network has its own restraints and features, one piece of content simply cannot be suitable for all of them. Remember that your messages are not catch-all and need to be tailored specifically to each network.

MYTH #2:
The more followers the better

A huge social media following does not always spell success. It’s far better to grow your network steadily within the right audience; after all, these are the people who are going to consider using your services. social media gives new light to the concept of specifically targeted marketing. Sometimes all it takes is a small following of the right people for your network to grow organically. As far as social media myths go, this is one of the worst and can be damaging.

MYTH #3:
It’s impossible to track ROI on social media

Tracking ROI through social media can be difficult, but it’s certainly not impossible. Any social media marketing company worth their salt should have access to the right analytical tools and reporting software that can help track leads that have come directly from social media.

MYTH #4:
The popularity of your social media pages has a direct impact on your web search results

Some people seem to think that the strength of your social media pages has a direct impact on your website’s Google rankings, as studies have pointed out a correlation between high Facebook activity and good ranking on SERPs. It doesn’t - it has an indirect impact that’s all down to content marketing. If you want your social media to have a positive effect on your search results you need to be creating awesome content on your website and encouraging shares, clicks and links through social networking.

MYTH #5:
Only promoted posts give you a reach worth shouting about

It’s a matter of time and about building an engaged audience. If you spend time investing in building the correct audience, eventually the amount of engagement on your organic posts will be able to stand up to the might of your promoted posts.

MYTH #6:
Interacting with your competitors is bad for business

It’s understandable that some businesses are wary about interacting with their competitors on social media - it’s something that is simply not done down any other marketing avenue. However, their audience is your audience, and interacting with them will get you noticed. You aren’t poaching their customers - you are simply promoting the beginning of a discussion that will hopefully grow among users and become mutually beneficial.

MYTH #7:
Follow and retweet competitions are the best way to grow

Follow and retweet competitions can grow your following quickly over a short amount of time - but after your competition is over you are likely to find out that many of your entrants were only interested in the free iPad that you were giving away and they will inevitably unfollow you. That’s not to say competitions aren’t great though - it’s just much better to create something that is interactive and requires a particular action to enter. While you will have less entrants, you will find that you grow a far more engaged audience as a result.

MYTH #8:
You can guarantee a certain amount of growth

While social media is a great digital marketing tool, that also makes it very competitive. Be wary of any social media management service that makes a promise about the amount of followers they will get you - this is one of the most toxic social media myths. Quality social media marketing companies will always research and undertake the best practice to get the best results for your industry but it is impossible to guarantee results. There are a number of illicit services that can buy you followers and none of them are even worth considering.

MYTH #9:
Social media is just a fad

The concept of social media has been around for years, way before the Internet boom of the nineties. There are now 2.307 billion social media users worldwide - over 31% of the global population. So I think we can safely assume that it’s here to stay.

What Happens When You Ignore Social Media Marketing?

What happens when you ignore social media

We’re at a point in time now where choosing to ignore social media is laughable. Without it things look very bleak indeed..

The reason is simple - it’s a marketing avenue where even the nichest of audiences can be found, one that facilitates brand awareness and advocacy on a herculean scale whilst also granting access to intuitive and measurable advertising.

When we talk about social media marketing we can all benefit from recognising that we’re no longer referring to a new concept. Social media is now about what we do not what we could do. This means that businesses who now engage in social media marketing (which should be absolutely all of them to one extent or another) can do so with a complete understanding of what each network can (and can’t) viably achieve, hence the possibilities become achievements and the future becomes the now.

The numbers are still significant and still growing - average daily social media usage among internet users reportedly amounts to 118 minutes this year, up from 109 minutes daily during 2015. The idea of pulling the plug on it needn’t bear thinking about - but just in case you are, here’s what happens when you ignore social media marketing.

Web traffic slows down and your content has very little impact

Because so much of our daily internet usage is taken up by social networking, a significant chunk of discovery for external sites comes from there. Opting to rely wholeheartedly on traffic from your blog and organic clicks from search engines will undoubtedly result in a noticeable slowing down of web traffic.

Social media isn’t about blindly posting your brand in front of random people, it’s about distributing the expert or entertaining content from your website to those who are likely to have use for it. Figures released last year suggested that Facebook now accounts for more traffic to news sites than Google. Content marketing is pretty useless without a clear social media distribution strategy; in order to increase your chances of your content getting noticed, shared and curated by influencers, you need to make sure it is sufficiently published.

If you aren’t noticing a high level of engagement or clicks on your content, it’s likely to do with how it is optimised for that particular network. Not one site is the same, so be aware of what performs well wherever you are posting and ensure your content is suitably tailored to each.

You risk being seen as the friend who never comes out and brand awareness significantly drops

Social media is integral to building awareness of your brand by real people. Social media brings with it something of a label that validates your business among the 24/7 culture of the 21st century. When you aren’t remaining active on there you risk losing that potency.

Remaining active on social media is about positioning your business beside users’ personal life; sooner or later you are likely to be integrated. As those discussions grow, so can your audience. When you are nowhere to be seen, people start to forget about you and instead turn their focus to those that are there; your competitors.

Your industry stops appreciating your voice and you lose customers to competitors

This is particularly significant for those in a B2B industry. Utilising content marketing alongside social media marketing is the perfect way to develop and expert, a professional voice that builds trust and awareness in your brand. When you let that slip often those in your industry begin to forget about you.

On social media your audience expect to be listened to. Regardless of whether they have something positive or negative to say about your brand, they expect a response. By not remaining reactive and retaining your professional online voice your risk alienating customers and losing them to your competitors.

Facebook research looks to allow people to communicate via brain waves

Facebook wants to read your brain waves
Facebook may be investing in futuristic technology that uses neuroimaging and electrophysiological data to let humans communicate via brain waves.

Last year Facebook created an uber-secretive research division named Building 8. Headed up by ex-Google Advanced Technology and Projects Group Executive Regina Dugan. Its vision is to developing innovative consumer hardware products that advance their ultimate aim of connecting the world. A worthy assignment, granted - but what specifically are these products they speak of?

Sadly, we don’t really know. That’s the issue with top secret research facilities. They do tend to be rather… well, secretive. Anybody who was ever a fan of 90s zombie horror can tell you that. However, several recent job postings suggest that they are working to make Mark Zuckerberg’s previously cited dream of communicating via brain waves a reality.

One such job posting seeks a Brain-Computer Interface Engineer with a Ph.D. in neuroscience (or similar) and at least three years experience working with “brain-computer interface technologies or other applications or machine learning methods to neuroimaging and/or electrophysiological data”. Another seeks a Neural Imaging Engineer with a Ph.D. in Physics (or similar) to “design and evaluate novel neural imaging methods based on optical, RF, ultrasound, or other entirely non-invasive approaches”.

Wait, seriously, what?

In layman’s terms (if such technology can actually be described in layman’s terms), neuroimaging technology seeks to scan, understand and discern what is happening in the brain, specifically through brain waves. Previous technology has made use of headbands to measure brain waves activity. While there is no way of telling exactly what methods Facebook will use and the kind of product that they will eventually create, they are likely to build on previous known technology.

The creation of such a product is likely to be a long time coming. Nevertheless it would represent a major breakthrough in computing and would elevate Facebook, already the uncontested leader in social networking, to the top of the world of science and technology.

This may just the tip of the iceberg for groundbreaking, innovative research projects to come out of Umbrella Corp. Sorry, did I say Umbrella? I meant Building 8. Clearly.

Make Your Small Business Shine Online

Small business online marketing

“New Years Resolution” isn’t just some term touted by over-enthusiastic avocado lovers. Take this year as an opportunity to make your brand shine online.

As we venture boldly into a new year, it’s highly likely that you’ve made a number of ambitious business goals. And so you should - be bold! Digital marketing warrants constant improvement so if it’s not already up there as something for you to enhance, it should be.

Size no longer matters when it comes to digital. The smallest of small companies can boost their business by investing time into their online presence. Not doing so will likely harm business - it’s a digital world we’re living in and consumers have digital expectations.

It doesn't take much to give your brand a quick online health check-up. Follow these simple steps and you'll have a firm foundation to make 2017 your year to shine online.

1. Optimise your social media pages

How does your brand look online? Are your social media pages populated by bruised and battered old logos and irrelevant advertising, or do you have one consistent look and feel across board? Start by optimising your pages and ensuring that users get who you are and what you are about at first glance. Utilise your header and profile photo to showcase who you are and start creating a personality.

There are a number of useful free online tools that can help you optimise your social media pages. We’ve collected a list of the most powerful social media management tools for small businesses - check it out here.

2. Optimise your website

Facebook would have us believe that you don’t need a website anymore. But you do. By golly, you do. For the past few years Zuckerberg has done little to hide the fact that he wants to limit the amount of time users have to spend on the internet off of Facebook. But the truth is that websites are more important now than they have ever been. They are the shop fronts of the digital age.

Having your own website with your own blog lets you take advantage of authentic and original content marketing which builds up your social media marketing strategy. The two are basically best friends.

3. Integrate your social media and content marketing

Once you have optimised your pages and your website you can get to creating a consistent full-scale digital marketing strategy that suits you. Think of the two like this; your social pages are where real people come to hear about your brand and decide whether they want to advocate it. It should be used to share advice, resources and deals that would benefit them. Your website is your shop front. Create content that benefits your customers on there and share it on your social pages.

There have always been a number of different goals and things that can be achieved through social media marketing, such as brand awareness, audience growth or increased website traffic. But now we are seeing it used in new and exciting ways, with innovative check-in deals and advocacy benefits strategies being utilised in the hospitality industry.

If you’re struggling to create a strategy that reflects your own goals then drop us a message - we’d love to help. But one way sure-fire way to build your brand is an integrated content marketing and social media strategy.

4. Create and share better content

How do you use your blog to your benefit? Use it to benefit your customers. Quality articles not only entice new customers, they remind current ones why they bought into your brand in the first place and work to make them advocates.

Content marketing in 2017 is expected to see significant development and content creators are getting much, much better. Great news for users, but it means small businesses have to work a lot harder.

So that you know you are investing in the right thing, we’ve put together a how-to guide on creating the right content for your audience in 2017 - check it out here. We’ve also listed the top 12 online tools for content marketers.

5. Craft an online voice

Your online voice needs to be unique and totally human. We cannot stress enough the importance of sounding human on social media. It was made for humans by humans. Shouting about your brand doesn’t work anymore - to get results you need to engage with real people at a human level and get them to trust your brand so that your network will grow organically.

Regardless of your, your pages simply won’t grow if you don’t make people want to engage with you. Millennials are completely aware of what’s advertising and what isn’t, and they are less likely to trust a brand that doesn’t feel authentic. This article will help you build an online voice for your brand.

6. Learn how to listen and respond

One of our biggest (and favourite) pieces of expert social media advice from last year was for business to shut up and listen. Listening and responding goes beyond community management (but if you need help with that, check out this article), its about ensuring you provide what they ask for and give yourself the best chances of success.

Social media marketing doesn’t stop at your posting strategy - it’s about customer service too. Make sure you top off your posting strategy of colossal epicness with a great response rate for queries.

Great digital marketing isn’t just for the big wigs. Make 2017 your year to shine online. And if you need any help along the way, drop us a line.

Kicking Your Content Marketing into 2017

Content Marketing 2017

Content marketing has long played a crucial role in the best digital marketing strategies. Quality content not only entices new customers, it reminds current ones why they bought into your brand in the first place and works to make them advocates.

It certainly warrants some serious investment in 2017 - but you need to be sure you’re going the right way about it.

Quality content is not just a magic buzzword in digital marketing. It is the indispensable aspect of any successful campaign. As we venture boldly into a new year, it’s highly likely that you’ve made a number of ambitious business goals. And so you should - be bold! Digital marketing warrants constant improvement so if it’s not already up there for you, it should be.

Content is that priceless product that you need your digital customers to buy into. There is now such a wide array of digital marketplaces and social networks. This can something of a double-edged sword. While it might mean that companies have access to a variety of different options to reach their audience, the amount of them vying for attention is substantially more than it used to be. Competition is hot on any channel. To get anything out of it you need to stand out.

Kicking your content marketing into 2017

The content creators are getting better. Much better. That is great news for users but something of a complication for casual marketers who can’t be casual anymore. In order to compete in 2017 you need to be sure that your efforts stand up and that you aren’t wasting your time. Your investment needs to be the right investment.

Quality content marketing is crucial to success in 2017. Follow these steps and start doing yours the right way.

1. Revisit who your audience are

All content needs to serve a purpose. Everything which serves a purpose has an audience. Any content marketer worth their salt understands that content that isn’t targeted to a particular audience is next to worthless. As we move into this new year, take a moment to revisit exactly who your audience are. Already done that? Go deeper.

Specificity is key. Effective content is perpetual; by narrowing down to a specific segment of your wider audience you give it the best chance of being considered quality and evergreen. Catch-all content efforts neither work for search engine optimisation purposes or for social media promotion. Learn who your audience are and narrow in on every single facet of their interests. Niche it up!

2. Reflect your niche in your headline

If there is one thing that we all need to improve on this year it’s headlines. These few words are all you have to get users to stop scrolling and click on your content. They require just as much investment as the content itself. But that doesn’t mean you should over-promise. On the contrary, exaggerated headlines are nothing more than clickbait and will simply harm your brand in the long run.

Be sure that your headline identifies your niche audience and outlines the benefits that clicking will bring. Most content writers will start off writing witty or cutesy headlines because they sound clever, but soon enough they realise that above all being obvious is what matters. With a few bold power words thrown in for good measure.

3. Create better header graphics

You want users to start sharing your content. You want their peers to see that content, click and curate it themselves. So what you need is something visually stimulating. It really doesn’t take much to add a tiny aspect of graphic design to content creation. Header graphics shouldn’t be an afterthought, they should compliment your content. There’s nothing wrong with CC0 stock images - so long as you personalise them for your own purposes.

Your header graphic is an opportunity to reiterate the benefits of your article using different keywords to the headline. While these might not be readable by search engines, that certainly doesn't make them devoid of reason. They are an extra opportunity to entice clicks.

4. Get some consistency with your articles

Ideally you want a repeat audience who have certain expectations for your content. How can we expect that when one day we post a 1200 word analytical report and the next a 230 word company announcement that has little importance to your audience? Make 2017 your year for consistency. That doesn't just mean posting similar length articles, it means crafting your a structure or style of delivery unique to your feed.

Contributing guest posts to external sites often means you have to structure your posts by their rules. Just because they get a lot of hits doesn’t mean that their structure is some secret formula. On the contrary, some of these are downright awful to write and even worst to read. On your own blog and even some third party sites/professional networks, you have the freedom to create something more readable, skimmable and welcome to the reader’s eye.

5. It’s not enough to be useful - be unique.

It’s crucial for your content to be usable, that’s for certain. But if you really want to stand out from the crowd, you need to have a personality. This is something that should emanate all the way through your digital marketing strategy. Your online voice should be unique, fun and totally human. Content marketing is where your voice is forged.

6. Promote, optimise and distribute with all your might

The final step is crucial - promotion. If you want your content to be successful, you need to get it in front of that niche audience. Leave no stone unturned in doing so. Ensure every single one of your posts are optimised for search engines by using Yoast or a similar plugin. Include your article in your email marketing or newsletter. Continually promote them on social networking.

At this point in time it’s a no-brainer to put some paid promotion behind your articles on social media. Promoting posts of your content often results in the growth of a quality, engaged audience of advocates. This audience is likely to come back to read your consistently good articles, remembering your services and products for when they have need of them.

If you’re looking to invest in content marketing this year, our services might be right up your street. Interested in finding out more? Reach out to us here!

Snapchat Introduces Enhanced Goal-based Bidding for Ads

Snapchat goal-based bidding ads

Snapchat have begun giving advertisers a greater variety of options for how they bid on ads via its API. The new upgrade is called goal-based bidding and makes use of machine learning technology in order to allow users to make ads more relevant to their own goals.

In a move that shows they are serious about competing in the world of social media advertising, Snapchat have begun making use of a new machine learning technique that determines which users are most likely to engage with ads on the app. The new feature, reported by AdAge, is called goal-based bidding and allows advertisers more control when buying ads.

Through it advertisers will be able to set campaign goals beyond ad views by bidding on engagement. According to a spokesperson for Snapchat, advertisers can determine how much they value a swipe on their ad and the network will automatically optimise delivery to a “subset of the advertiser’s target audience that has a propensity to swipe.”

Although the upgrade is a minor one in the grand scheme of things, is nevertheless looks to be something of a key signifier for the app’s ambitions when it comes to paid investment by marketers. No doubt it also comes in response to the news that average ad views on Snapchat currently only stand at fewer than 3 seconds. This is certainly a cause for concern if they are truly looking to stand up against Facebook who have been on something of an offensive against them throughout this year.

Goal-based bidding will be available to advertisers that buy through the still nascent ads API. Snapchat also look set to offer a wider variety of “goals” to users beyond swipes, in-line with campaign objectives. These are likely to be similar to what we see on other major social networks, for example app-installs and e-commerce conversions.

Video Editing Apps for Better Social Media Content

Best Video Editing Apps

Getting more video content on your social media pages is a sure-fire way to increase engagement with your brand’s posts. Now social media marketers have access to a great selection of video editing apps and content creation tools that are making the process of creating compelling video content even easier.

It’s pretty clear now, as it has been for some time, that at the centre of any successful social media strategy is a diverse content calendar. Back at the end of 2015 many social media marketers were predicting that Live video would take the top spot in terms of what feature would see the most development and interest throughout 2016.

Predictions were certainly right in that case - no other features have seen quite the same amount of investment as Live throughout this year. However, as the novelty of  Live capabilities has worn off, what has stayed true is the strength of video in general.

Video is an ideal format for content and can be something of an asset for dramatically improving big metrics such as click-throughs and conversion rates. According to studies, users who watch video are 64% more likely to buy a product online than those who don’t. So not only is video the perfect addition to help diversify your posting schedule, it can also be particularly beneficial to social media marketing results.

The reason video works

Social media users desire greater variety in the content mix they see on social networking. Video is a form of content that promises variety from click to click. For users, it requires less investment than text-heavy posts and offers more promise than image-based posts. However, as a result it requires a larger investment on the marketers behalf. Good video editing apps make all the difference here.

Whether you are looking to create entertaining, humourous video content, behind the scenes footage, expert advice clips or product-focussed presentations, there are a number of video editing apps that could help. Here are some of our favourites.

Splice

Splice, the basic video editor by GoPro, is a personal favourite of ours. It harnesses an uncluttered workspace to allow simple and effective video editing. Alongside benefitting from the ability to use it on the go, users get access to a library of high quality free audio back tracks and sound effects. It allows you to edit and splice together a variety of clips, add rudimentary filters and text overlays. The one downside is not being able to alter audio levels throughout a clip - but  being able to export at 1080p for free gets a huge thumbs up from us.

iMovie

iMovie has come preloaded on some iPhones and Apple devices, otherwise it costs £3.99 to download. If you have used the desktop version it should feel inherently similar. It allows you to easily splice together different clips, add titles and sounds, otherwise if you are cool with slightly vanilla video content then you could make use of the templates. It does feel a touch underdeveloped, but as a base video editing app it has its merits.

PowerDirector

In many ways PowerDirector could be looked at as an Android equivalent of iMovie, taking on many of it’s features and even making use of an inherently similar layout. The one drawback is that it makes use of watermarks unless you pay a small one-off cost - which kind of renders the free version useless as a marketing tool.

Pinnacle Studio Pro

Simply put, the Pinnacle Studio Pro app is much like a power-user’s version of iMovie or PowerDirector - and for that reason it comes at a relatively hefty price (£9.99). Pinnacle has been around for quite a while now with desktop software dating back to the 90s. It gives users a greater amount of control over audio and visual edits, speed, pan-and-zoom, picture-in-picture and textual overlays amongst other features.

Christmas Social Media Tools to Help Keep You Sane Until New Year

Christmas Social Media Tools

Just because Christmas is a great opportunity for marketing doesn't make it an easy time for social media managers. On the contrary, it’s all too easy to get so wrapped-up (if you’ll pardon the pun) in the preparation that you overlook vital parts of your strategy. These Christmas social media tools could help give you some much needed assistance.

A lot of the time mistakes in social media marketing strategies don’t come as a result of poor planning, they occur within the execution of the strategy itself. Whether they manifest as formatting errors or come in the shape of missed deadlines or overlooked posts, avoidable strategy issues can spell the difference between success and failure. And the most frustrating thing? They are almost always totally avoidable.

Things always get a lot busier around Christmas. Having a meticulously organised plan is integral to getting the results you desire. But they can only take effect if you stick to them. When things get busy success is all about adaptability and proper time management.

These Christmas social media tools will help you keep on track and ensure you don’t totally lose it before the new year comes around.

Buffer

Buffer is one of the best examples of social media management software and is the top choice of many industry professionals. It allows you to organise and manage profiles across various social networks, create custom posting schedules, design and share content, view rich reports and analytics and better understand the strengths (and weaknesses) of your strategy.

As far Christmas social media tools go, Buffer is great as it allows you to streamline your posting process and better manage your time. It also offers an app which means you can make use of your time on the go too. The free version has limited features - make use of the free trial over Christmas to see how much it helps you before you invest.

Everypost

Any social media marketer who makes use of Everypost will be able to see that it was designed with simplicity in mind. It allows you to connect all of your social media accounts across different networks including Twitter, LinkedIn, Facebook and Pinterest. It has a simple interface that empowers you to build unique visual content from a variety of sources.

Everypost allows social media managers to rework their business flow to save themselves time and energy. It offers a free version with limited features with four other pricing plans depending on your business needs. Give it a go over Christmas to see how much it improves your workflow.

Later

Later is a simple app that allows you to schedule and manage your Instagram marketing. Instagram is fast becoming an integral part of social media marketing strategies - so as far as Christmas social media tools go, Later is a really useful tool. It is has been made to allow you to organise and schedule your visual content, so it could be great for ecommerce and product-focused users, and businesses who engage with visual content.

Hootsuite & TweetDeck

Worthy mention for the two staples of social media scheduling. Hootsuite is one of the best known pieces of social media marketing software around allowing you to link, manage, post, schedule and analyse. In reality, it requires you invest in a paid plan to get the most out of it. Tweetdeck is the staple post scheduler for Twitter. As Christmas social media tools that allow you to save time and streamline your posting strategy, they are both no-brainers.

The First Ever Facebook Live 360 Broadcast

Facebook Live 360 Broadcast National Geographic

Facebook have announced the introduction of Facebook Live 360 degree video, with the first published 360 Live stream scheduled to be broadcast on the National Geographic Facebook page at 20:00 Greenwich Mean Time.

Yesterday, in a post on Facebook Media Centre, the launch of Live 360 was announced by product manager Supratik Lahiri and software engineer Chetan Gupta. The announcement brings the social networking giant into the running for what is likely to be the next big thing in social media development. YouTube recently rolled out 4K 360 live broadcasting - so it's unsurprising to see Facebook aren’t far behind.

Unlike YouTube, Facebook's attempts appear to more user-friendly. While all users are currently able to stream in 360 on YouTube to do so requires special encoder software. Facebook look set to make 360 live broadcasting easily accessible to normal profiles from a mobile device without the need of access to external software. The function will be rolled out to Facebook’s Live API next year before being rolled out to pages and users over time.

As yet users are currently unable to view Live 360 videos through VR headsets, however replays can be viewed through them. According to Techcrunch there is currently no support for 4K resolution - but this is something that Facebook is considering.

The first Facebook Live 360 broadcast

According to Facebook the first Live 360 broadcast will come direct from the Mars Desert Research Station facility in Utah on the National Geographic Facebook page at 12pm PT (20:00 GMT). This is how Facebook describes the feature and the aims of the stream:

“We’re excited to combine these two formats with Live 360 video. Live 360 transports people into new experiences - right as they happen… People around the world will be able to discover and explore this video on Facebook.”

Facebook Adds Snapchat-esque Geo-filters

Facebook Snapchat Style Update

Facebook has continued its tirade into casual plagiarism by releasing another feature reminiscent of Snapchat’s lenses and filters. Facebook’s new Camera Effects Platform will allow users to add what they are calling "frames" - custom image geo-filters.

Facebook have been on something of a feature poaching tirade in recent months, and for the large part Snapchat have been the victims. Most recently these have come in the guise of an updated in-app camera offering Snapchat-esque filters, Snapchat-esque filters in Facebook Live and even an attempt to buy the Asian Snapchat clone Snow. Although the offer was rejected, it was yet another example of Facebook taking on Snapchat and shows just how serious they are.

Facebook’s Camera Effects Platform has one thing that separates it from Snapchat’s filters. Whereas those of the latter are pre-approved by the network, those of Facebook are community created and submitted by people and pages for approval.

The process seems simple enough - you create a geo-filter that surrounds the subject of a photo and has some connection with an event or location, Facebook approves it and others in the area can use it too. Although Facebook have made use of photo frames for users’ profile pictures since 2015, this is the first time they have allowed users to create their own.

According to information acquired by TechCrunch, Camera Effects Platform will initially be open to users in Mexico, Colombia, Taiwan, the UK, and Ireland, as “they’re where the profile frames have been used the most to date.”

How do I create a frame?

Custom photo frames for Facebook could prove popular with local businesses, especially bars, restaurants and venues during events who make use of user-generated content as part of their marketing strategy.  If you want to create one and make sure it get’s approved by Facebook, check out this handy online guide. Full details on guidelines for frames will soon be available on Facebook’s help centre.

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