{"id":840,"date":"2016-04-18T15:32:55","date_gmt":"2016-04-18T14:32:55","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=840"},"modified":"2016-04-18T15:32:55","modified_gmt":"2016-04-18T14:32:55","slug":"test-jak-nova-pravidla-pro-text-overlay-ovlivnuji-reach","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2016\/04\/18\/test-jak-nova-pravidla-pro-text-overlay-ovlivnuji-reach\/","title":{"rendered":"TEST: Jak nov\u00e1 pravidla pro text overlay ovliv\u0148uj\u00ed reach"},"content":{"rendered":"<p>Facebook \u00fadajn\u011b, B\u016fh \u017eehnej Zuckovi, ru\u0161\u00ed pravidlo 20 % a nahrazuje jej jin\u00fdm. Nen\u00ed to \u00fapln\u011b pravda. Jedn\u00e1 se zat\u00edm o \u010dasov\u011b omezen\u00fd test, jak mno\u017estv\u00ed textu v\u00a0obr\u00e1zku ovlivn\u00ed zku\u0161enost u\u017eivatele (a market\u00e9ra) s\u00a0Facebookem. Nov\u00e9 pravidlo jsme n\u011bkolik dn\u00ed testovali u na\u0161eho klienta Big Shock! a nyn\u00ed se chceme pod\u011blit o v\u00fdsledky.<!--more--><\/p>\n<h2>Teorie<\/h2>\n<p>V\u00a0sou\u010dasnosti Facebook d\u011bl\u00ed kreativu podle mno\u017estv\u00ed textu do n\u011bkolika kategori\u00ed, podle kter\u00fdch se pak rozhoduje, kolika\u00a0lidem ji uk\u00e1\u017ee.<\/p>\n<ul>\n<li>\u017d\u00e1dn\u00fd text &#8211; reach nen\u00ed limitov\u00e1n<\/li>\n<li>M\u00e1lo textu &#8211; jen m\u00edrn\u011b omezen\u00fd reach<\/li>\n<li>St\u0159edn\u011b textu &#8211; st\u0159edn\u011b omezen\u00fd reach<\/li>\n<li>Hodn\u011b textu &#8211; velmi omezen\u00fd reach<\/li>\n<\/ul>\n<p>Existuje n\u011bkolik v\u00fdjimek, kde FB pravidlo neuplat\u0148uje. \u010cl\u00e1nk\u016f na toto t\u00e9ma vzniklo n\u011bkolik, <a href=\"http:\/\/www.jonloomer.com\/2016\/04\/07\/facebook-20-text-rule-changing\/\">v\u00edce se m\u016f\u017eete do\u010d\u00edst t\u0159eba u Jona Loomera\u00a0[LINK]<\/a>.<\/p>\n<p><strong>Facebook se trochu chov\u00e1 jako rodi\u010d a p\u0159esouv\u00e1 odpov\u011bdnost za to, jak si reklama vede, na market\u00e9ra (klienta).<\/strong> Chce\u0161 v\u00edc ne\u017e 20 % textu? Tak jo. J\u00e1\u00a0ti radil dob\u0159e, ale vyzkou\u0161ej to s\u00e1m a uvid\u00ed\u0161.<\/p>\n<h2>Praxe<\/h2>\n<p>Testovali\u00a0jsme t\u0159i kreativy. Ka\u017edou z nich jsme vyzkou\u0161eli na dvou c\u00edlov\u00fdch skupin\u00e1ch (mlad\u0161\u00ed a star\u0161\u00ed), se dv\u011bma c\u00edli (engagement a reach).<\/p>\n<p>Ob\u011b v\u011bkov\u00e9 kategorie (16-23, 24-31, ne-fanou\u0161ci) byly zvoleny tak, aby v kombinaci s c\u00edlen\u00edm byly stejn\u011b velk\u00e9.\u00a0V\u0161echny engagementov\u00e9 reklamy\u00a0m\u011bly relevance score 9 nebo 10. V\u0161echny reachov\u00e9 m\u011bly relevance score 6.<\/p>\n<figure><\/figure>\n<h5><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1547\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-1-300x157.png\" alt=\"ceske zlato 1\" width=\"300\" height=\"157\" \/><\/a><\/h5>\n<h5>0 % overlay<\/h5>\n<p><strong>Hypot\u00e9za:<\/strong> Nejvy\u0161\u0161\u00ed reach i engagement. Pravd\u011bpodobn\u011b dobr\u00fd cenov\u00fd pom\u011br. Engagement pravd\u011bpodobn\u011b bude lep\u0161\u00ed u mlad\u00e9 c\u00edlovky.<\/p>\n<p><strong>V\u00fdsledek:<\/strong> Nejvy\u0161\u0161\u00ed reach p\u0159i stejn\u00e9 vydan\u00e9 \u010d\u00e1stce. Nejni\u017e\u0161\u00ed cena za reach i za engagement. Re\u00e1ln\u011b ale s t\u00edmto postem necht\u011bla \u017e\u00e1dn\u00e1 z c\u00edlov\u00fdch skupin interagovat a engagement nab\u00edral p\u0159\u00edli\u0161 dlouho.\u00a0Je to d\u00e1no t\u00edm, \u017ee samotn\u00fd obr\u00e1zek (v tomto p\u0159\u00edpad\u011b) je h\u016f\u0159 pochopiteln\u00fd.<\/p>\n<h5><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1548\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-2-300x157.png\" alt=\"ceske zlato 2\" width=\"300\" height=\"157\" \/><\/a><\/h5>\n<h5>20 % overlay<\/h5>\n<p><strong>Hypot\u00e9za:\u00a0<\/strong>Dobr\u00e9 v\u00fdsledky, minim\u00e1ln\u00ed zm\u011bna oproti 0% overlay obr\u00e1zku.<\/p>\n<p><strong>V\u00fdsledek:\u00a0<\/strong>Velmi rozumn\u00e9 cenov\u00e9 v\u00fdsledky. V podstat\u011b shodn\u00e9 s 0% overlay obr\u00e1zkem. Mlad\u00e9 c\u00edlov\u00e9 skupiny s n\u00edm interaguj\u00ed nejrad\u011bji (nejrychlej\u0161\u00ed r\u016fst engagementu).<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1549\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/ceske-zlato-3-300x157.png\" alt=\"ceske zlato 3\" width=\"300\" height=\"157\" \/><\/a><\/p>\n<h5>32 % overlay<\/h5>\n<p><strong>Hypot\u00e9za:\u00a0<\/strong>V\u00fdrazn\u00fd propad reache i engagementu a n\u00e1r\u016fst ceny u obou c\u00edlov\u00fdch skupin.<\/p>\n<p><strong>V\u00fdsledek:\u00a0<\/strong>O 30 %\u00a0dra\u017e\u0161\u00ed engagement, o 10 % dra\u017e\u0161\u00ed reach. Ve star\u0161\u00ed c\u00edlov\u00e9 skupin\u011b se mu ve v\u0161ech ohledech da\u0159ilo nejl\u00e9pe.<\/p>\n<h2>Shrnut\u00ed<\/h2>\n<ul>\n<li>Cenu ze v\u0161eho nejv\u00edce ovliv\u0148uje v\u011bk c\u00edlov\u00e9 skupiny, v\u00edce ne\u017e m\u00edra overlay.<\/li>\n<li>Nulov\u00fd overlay je levn\u011bj\u0161\u00ed ne\u017e obr\u00e1zky s text overlay do 20 %, ale rozd\u00edl nen\u00ed tak v\u00fdrazn\u00fd.<\/li>\n<li>P\u0159\u00edsp\u011bvek s nejv\u011bt\u0161\u00edm overlay (medium) z\u00edsk\u00e1v\u00e1 engagement a\u017e o t\u0159etinu dr\u00e1\u017e, reach je dra\u017e\u0161\u00ed a\u017e o desetinu.<\/li>\n<li>Vysok\u00fd overlay sni\u017euje ochotu mlad\u00e9 c\u00edlov\u00e9 skupiny interagovat. Star\u0161\u00edm nevad\u00ed.<\/li>\n<\/ul>\n<h2>Vyu\u017eitelnost<\/h2>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-861 size-medium\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/bigshock_post-300x212.png\" alt=\"bigshock_post\" width=\"300\" height=\"212\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/bigshock_post-300x212.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/bigshock_post.png 489w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<p>Nov\u00e9 pravidlo <strong>nevn\u00edm\u00e1me jako revoluci v p\u0159\u00edstupu k facebookov\u00e9 reklam\u011b, uva\u017eujeme nad n\u00edm sp\u00ed\u0161e jako nad usnadn\u011bn\u00edm<\/strong> pr\u00e1ce.\u00a0Nejv\u011bt\u0161\u00edm probl\u00e9mem p\u0159i tvorb\u011b kreativy toti\u017e nen\u00ed 20 % textu, ale to, \u017ee v\u00e1m m\u0159\u00ed\u017eka\u00a0diktuje, kde m\u00e1 b\u00fdt um\u00edst\u011bn.\u00a0<strong>Nyn\u00ed v\u00e1m nebude tolik vadit, \u017ee je text posunut\u00fd o deset pixel\u016f nalevo.\u00a0<\/strong>Vyhneme se tak\u00e9 situac\u00edm, kdy <strong>FB chybn\u011b vyhodnot\u00ed \u010d\u00e1st obr\u00e1zku jako text a zak\u00e1\u017ee v\u00e1m reklamu,<\/strong> kter\u00e1 je jinak perfektn\u011b v po\u0159\u00e1dku. A hlavn\u011b, <strong>m\u016f\u017eeme si\u00a0sami nastavit m\u00edru risku. V\u00edme, \u017ee n\u00e1m FB \u017e\u00e1dnou kreativu nezasekne<\/strong> a \u017ee se m\u016f\u017eeme sami rozhodnout, \u017ee nov\u00fd obr\u00e1zek s vy\u0161\u0161\u00edm mno\u017estv\u00edm textu je nejlep\u0161\u00ed a stoj\u00ed za to si trochu p\u0159iplatit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Facebook \u00fadajn\u011b, B\u016fh \u017eehnej Zuckovi, ru\u0161\u00ed pravidlo 20 % a nahrazuje jej jin\u00fdm. Nen\u00ed to \u00fapln\u011b pravda. Jedn\u00e1 se zat\u00edm o \u010dasov\u011b omezen\u00fd test, jak mno\u017estv\u00ed textu v\u00a0obr\u00e1zku ovlivn\u00ed zku\u0161enost u\u017eivatele (a market\u00e9ra) s\u00a0Facebookem. Nov\u00e9 pravidlo jsme n\u011bkolik dn\u00ed testovali u na\u0161eho klienta Big Shock! a nyn\u00ed se chceme pod\u011blit o v\u00fdsledky.<\/p>\n","protected":false},"author":1,"featured_media":869,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[31,71,92,94],"class_list":["post-840","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-analyzy","tag-facebook","tag-pripadova-studie","tag-test","tag-text-overlay","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/840","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=840"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/840\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/869"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=840"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=840"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=840"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}