71% of Facebook Marketers Forget to Implement This One Thing
October 8, 2015 | By Dan Slagen | No Comments">No Comments
With over 1.4B users on Facebook, companies of all sizes continue to flock to the platform driving brand awareness, leads and revenue. While Facebook offers industry leading targeting, tracking and analytics, there is one offering that isn’t being taken advantage of by the majority of Facebook marketers.
– Facebook has written about them – http://bit.ly/1Fk9ZYh
– Kissmetrics has written about them – http://bit.ly/1IxBgY9
– HubSpot has written about them – http://bit.ly/1QJ2goD
Open Graph Tags
In a recent report compiled here at Crayon, we found that only 29% of homepages feature OG tags. We analyzed 140,000+ homepages from domains in the Alexa top million with over 35 industries included in the data set.
What is interesting about the data is that there isn’t much of a difference in adoption when comparing companies ranked 1 – 10,000 vs. 10,001 – 1,000,000. Overall adoption rate across the board is low.
OG tags at their core, provide relevant data and are easy to implement, so why aren’t they being taken advantage of more often? One theory is that Facebook hasn’t promoted OG tags as much as some of their other products. In turn, there hasn’t been an overwhelming number of articles posted on the matter besides the ones listed previously in this article.
Another factor that could be working against OG tags is the fact that Facebook all but abandoned organic activity for marketers last year, which may have overshadowed other product updates like this one. While there are a bunch of factors to consider when running Facebook campaigns, OG tags are something that every marketer should take advantage of as the benefit is worth the time investment.
Marketing Design is Front and Back
When marketers hear the word “design” they often think about how a home page looks or how an ad gets formatted. In 2015, however, there’s so much more to “design” than aesthetics. A few quick examples below:
Front end:
- Visuals
- User interface
- Content
Back end:
- Analytics
- CMS
- Site load time
Homepage design for marketers consists of both front and back-end tactics. The elements visible to users such as images/videos and written content can be just as important as the elements not visible to users such as OG tags and analytics code.
When thinking about your next Facebook campaign, think about your marketing design strategy.
Front end:
- Imagery
- Video content
- Written content
- CTA
- Landing page experience
Back end:
- Targeting
- Data collection
- Analytics tracking
- A/B testing
- Optimization strategy
As you start to plan your next Facebook campaign, we encourage considering Facebook OG tags. The implementation process takes a minute or two and only needs to be done once. (Read more.)
About Crayon
We’ve been called Google for Marketing. We didn’t say it, but we’re not fighting it either. See how marketers & designers use Crayon’s 15,000,000+ designs to discover inspiration about what to build next!
Meet Dan Slagen
Dan Slagen currently leads Marketing at Crayon. A frequent speaker and guest contributor at VentureBeat, Dan has been featured in the New York Times, Bloomberg TV, WSJ, Forbes, Business Insider and many more. He currently advises startups, marketplaces, and marketing departments on strategy, revenue growth, and operations.
