What’s New in Social: Video Ad Performance, Algorithm Updates, Live Streaming


It’s crucial for property management professionals to find innovative ways to connect with prospects and generate business, and social media is a powerful tool to help. This weekly series was created to keep readers up-to-date on the latest trends and updates in social media. By creating a strong multifamily social media presence, your property management company is better equipped to engage your online audiences.

Here’s what’s new in social media:

New Guide for Facebook Video Ad Performance

It’s a general rule that the best posts are ones that contain photo or a video. Video does extremely well at grabbing attention with content auto play.  Facebook conducted a study in the United States and Europe to view video ads and provide feedback. The researchers found out that: adapt your video ad for news feed, bring your brand to the front, and making videos memorable.  Each day, there are 100 million hours of video views on Facebook. Video ads have the opportunity to produce results for your property.

Click here for more tips for video ads.

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Facebook Updates it’s Algorithm

This week, Facebook announced yet another algorithm change designed to show users more of the content they want to see. The company recognized that there are certain posts users don’t like or comment on, but they still want to continue seeing. The new algorithm will incorporate the amount of time an individual spends on a page to determine how likely they are to click on an article, so these articles appear first in the News Feed.  When it comes to traffic, some pages might see a small increase in referral traffic, while others decrease slightly—but you shouldn’t expect any major changes to your business page visibility from this update.


YouTube Releases New Features for Live Streaming

Looks like videos are coming full circle. This week, YouTube announced an upcoming addition to the video site’s capabilities. Users are now able to live stream video content using the site’s 360-degree viewing features. This addition will also allow for spatial audio, creating an authentic experience for users that goes beyond the screen. Back in March 2015, YouTube first released 360-degree support for videos. With a partnership with VideoStitch and Two Big Ears, YouTubers can utilize these new features with the touch of a button.

For apartment marketers, these capabilities can allow staff to stream 360-degree virtual tours of apartment communities, live and in real-time. Prospects will be able to view properties at their own convenience, on demand.

Taking advantage of social media helps property management professionals reach more prospects and improve their multifamily businesses. How are you utilizing the latest trends to improve your multifamily social media strategy and grow your business? Stay tuned for more updates on What’s New in Social!


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Leah is a contributing editor of Property Management Insider. She is also a Social Media Specialist at RealPage Inc., a leading provider of property management software solutions for the multifamily, commercial, single-family and vacation rental housing industries. Her background includes social media, digital marketing and international marketing. Prior to joining RealPage, she managed social media strategy for a start up in the Dallas-Fort Worth area and for the Texas A&M Center for International Business Studies. Leah is a graduate of Texas A&M University with a Bachelor’s degree in Marketing.

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