Announcement

Keywee Signs 100th Publishing Customer​

Keywee Signs 100th Publishing Customer​

Since launching our solution earlier this year in March, we have worked with a lot of the leading publishers and we have the good fortune to call many of them our customers. We recently signed New York Media as our 100th customer in the publishing segment, and to mark the event, we just put out this press release…

Keywee Signs 100th Publishing Customer

Content Marketing Innovator Drives Tremendous Success in First Year

New York, NY – December 15, 2015 – Keywee announced today that it signed New York Media, the publisher of New York Magazine and digital properties including Vulture, The Cut and Grub Street, as its 100th customer in the publishing segment. New York Media is using Keywee’s content marketing platform to drive social engagement and reach new audiences with its content via paid distribution on platforms like Facebook.

Keywee has signed an impressive list of publishing customers since launching its platform in March. Other Keywee customers in the segment include: The British Broadcasting Corporation (BBC), Conde Nast, National Geographic, The New York Times and Slate. In fact, seven out of the top 10 newspapers in the United States now use Keywee. In addition, leading retailers and brands also tap Keywee for their content marketing initiatives.

“At New York Media, we leverage platforms like Facebook for content distribution and strive to reach new audiences and maximize our social engagement,” said Ken Sheldon, executive director of audience development at New York Media. “Keywee has allowed us to better achieve our goals in these areas more cost-effectively and efficiently than we could ourselves.”

Content distributed by Keywee accounts for more than 600 million impressions a month and delivers around an eight percent click-through rate (CTR) — approximately four times higher than the organic CTR of the same content. Using text-mining technology and a vast database of historical content performance to target — and distribute content to — audiences on platforms like Facebook, Keywee is changing how publishers leverage content to achieve business goals. Keywee’s content marketing platform helps publishers grow their audience, increase social engagement and sign up more subscribers.

“There are significant shifts occurring in content marketing. In particular, the majority of content is being consumed in the mobile apps of platforms like Facebook, Twitter, Apple and Google. They are the new browsers. Publishers realize this, and they are making big investments to get their content in front of audiences across these platforms to drive business results,” said Yaniv Makover, CEO and co-founder of Keywee. “Keywee leverages data to find the best audiences across these platforms for content based on a publisher’s specific business objectives.”

From the Blog

We Love Referrals (and Unicorns)

As you may have heard, Keywee is running a referral program – we’re giving away great prizes to anyone who refers a new client to us. But you may still be wondering: what are those amazing prizes and how exactly can you get one?

As a grand prize, we’re offering a choice between an Amazon Echo, an Apple TV, Airpods or a $150 Amazon gift card.

All you have to do is introduce us to someone that would benefit from Keywee’s services. Just reach out to Mallory at mallory@keywee.co (or your contact at Keywee), during one of our referral periods and she’ll set up some time for your referral to chat with a Keywee representative, maybe even over a slice of Keywee cake.

If your referral agrees to a quick demo, we will send you a $25 Amazon gift card after our call. If they become a client, we’ll send you the grand prize of your choice. If you want, we’ll even let you kiss our unicorn!

We’ve already had several grand prize winners.

As a reminder, Keywee helps publishers, brands, and retailers distribute their content to the most engaged audiences at the best possible cost on social platforms. As you (hopefully) already know, we work with The New York Times, National Geographic, iHeartRadio, Purewow, and so many more!

Looking forward to meeting you and your referral!

To refer a friend, simply email mallory@keywee.co with an introduction

Paying for Likes, Text on Images, and other Facebook FAQ

Keywee facilitates a lot of Facebook advertising (think millions of posts), so it doesn’t surprise us that we get a lot of questions about it. In fact, we’ve heard quite a few times that people’s favorite part of our webinars is the live Q&A we host at the end. So this week, we hosted an “Ask Me Anything” (AMA) Webinar. That’s right – a webinar that was entirely questions. You can watch the recording of the full webinar below, and here are a few of the most popular questions about distributing content on Facebook.

Do you see any value in paying for Page Likes?

Generally, we’ve been hesitant to recommend using Page Like campaigns. However, for those who are just starting out, you do want to have a critical mass of Page Likes, and a Page Like campaign can be a great way to accumulate those. Facebook looks at your Likes when prioritizing your distribution (both organic and paid), but any Likes above ten thousand generate only marginal gains to Post efficiency. At that point, your resources are better spent elsewhere.

What is the rule of thumb with text on images? Is it the same for organic content as well?

For paid posts, the Facebook algorithm will automatically reduce the performance of any post with an image that is more than 20% text. However, we’ve actually seen no indication that images with text were ever performing well, even before the latest Facebook algorithm update. So while the same rule doesn’t apply to organic posts, we don’t suggest using text-heavy images.

What kinds of topics maximize traffic to my site?

Generally, the topics that drive the most traffic to your site are the ones that appeal to the most people. So topics with mass appeal like pop culture, current events, and breaking news are usually good bets. The problem is that these topics often revolve around timely content. Timely content is short-lived so it can be hard to invest a lot in any one piece. The real winner here would be evergreen content, which can live for a while and continue to drive traffic to your site. An example might be “Top 100 Rock Musicians of All Time.” It has broad appeal, but can also stay relevant for months or even years to come.

It’s also important to take a step back and think about why you’re driving traffic. If you want to bring in a qualified audience, sometimes a niche piece of content can perform much better for your business goals.

These were just a few of the questions we went over in our webinar. The full recording is below if you want to learn even more about how content creators win on Facebook.

Reach out if you’re interested in scaling your content distribution efforts on Facebook.

Testing Social Posts to Uncover Best Practices

We all know how important A/B testing is when it comes to distributing content on social media. Experimentation and optimization is the key to making sure that our posts yield the results we’re after: lower cost per click, higher click-through rate, lower cost per acquisition, etc. Keywee has helped content creators distribute over 1 million articles, and during that time, we’ve noticed a few trends across posts that perform well on social media.

While some of these trends might seem obvious, others patterns were surprising, even to us. To make this a little more interesting, we’ll show you two pictures and let you guess which did better.

First, we’ll look at the effect of pictures on post performance.

For this first post, we’ll look at the difference between a black and white photo and the same photo in full color. Which do you think did better?

I hope you voted!

While the black and white image may seem more dramatic or artsy, we’ve actually seen that having a color image dramatically increases the performance of the post. In this case, the color picture had a 59% lower CPC than the black and white image. Color images can provide a welcome break from the black and white text of the News Feed.

Next we’ll compare several creatives from the same article to see what types of images perform best.

The first example pits people against objects. The first picture is of Martha Stewart and the second one is of an inanimate object, the inside of a well stocked fridge – take a guess.

  

As well organized as that fridge is, it just didn’t perform as well as the portrait of Martha Stewart. The post with the image of Martha, a very recognizable person, had a click through rate that was two times higher than the post featuring the fridge.

To be sure that Martha was the cause of that change, we then tested two posts with the same texts. But because the image of the fridge didn’t do so well, we also opted to test a different photo – one of a “dream” kitchen interior. Do you think Martha’s winning streak will continue?

 

 

This one didn’t surprise us — the image with Martha still had a 1.5 times higher click through rate.

For our final test for this piece of content, we looked at different post texts. One, a short question, and one a lengthier, more informative post. Which one won?

 

 

Did you like our short question there? I hope so, because with these posts, we saw that the shorter post text was more engaging. Not only did it have a 23% lower cost per click, it also had 5x more likes.

Now that we have thoroughly tested these components of this social post, we would continue to promote the post with the image Martha Stewart and the short post text, while adding in new creatives to see what else works well.

Of course this was just one article and there are exceptions to every rule. We asked ourselves “What if it’s not a recognizable person?”

For our next test, we’ll look at a person who isn’t very recognizable and a very recognizable object. This experiment compares the performance of a post containing one of the most famous logos in the world, and one with the person who ran that company for years.  Which do you think people responded to?

 

 

In this case, the object wins. The beloved logo of Coca-Cola outperformed the image of their former CEO, even though he is happily sipping on his very own Coke. Our suggestion is to consider the “fame factor” – go with what people know. Familiarity sparks interest.

From these tests, we can offer a few general guides to help you with your own optimization.

  1. Color photos generally outperform black and white images.
  2. People click on people, unless it’s a more famous logo or object.
  3. Your post text should be short, sweet and to the point – unlike this blog post.

If you want to learn how Keywee can help with your A/B testing and content distribution, request a demo here