A Pakistan International Airlines passenger plane has crashed en route to Islamabad

Pakistan International Airlines Passenger PlaneREUTERS/Faisal Mahmood

PESHAWAR, Pakistan (Reuters) – There are unlikely to be any survivors from a Pakistan International Airlines (PIA) plane carrying about 40 people that crashed on Wednesday in a mountainous northern region, a government official at the crash site said.

PIA said its plane lost contact with the control tower en route to the capital, Islamabad, from the northern region of Chitral.

The plane crashed in the Havelian area of Khyber Pakhtunkhwa province, about 125 km (77 miles) north of Islamabad.

“All of the bodies are burned beyond recognition. The debris is scattered,” Taj Muhammad Khan, a government official based in Havelian, told Reuters.

Khan, who was at the site of the crash, said witnesses told him “the aircraft has crashed in a mountainous area, and before it hit the ground it was on fire”.

Images shown on Pakistani TV channels and circulated on social media showed a trail of wreckage engulfed in flames on a mountain slope.

The Civil Aviation Authority (CAA) put the number of people on board at 47 but Sohail Ahmed, a PIA official in Chitral, said there were 41 people on board, including four crew members.

“Rescue teams are reaching the scene of the crash, and then we will know more,” Civil Aviation Authority spokesman Pervez George told Reuters.

Geo News and Dawn News TV stations, citing civil aviation sources, said the plane lost contact with the CAA at around 4.30 p.m. (1130 GMT).

Junaid Jamshed, a well-known Pakistani pop star turned evangelical Muslim cleric, was on board the crashed aircraft, according to Ahmed, the PIA official in Chitral.

Jamshed, a singer in one of Pakistan’s first major rock bands in the 1990s, abandoned his singing career to join the Tableeghi Jamaat group, which travels across Pakistan and abroad preaching about Islam.

According to the flight manifest, there were several people on board with foreign names.

Plane crashes are not uncommon in Pakistan and safety standards are often criticized.

In recent years, media has reported on multiple near-misses as planes over-run runways and engines caught fire.

In 2010, a passenger plane crashed in heavy rain near Islamabad, killing all 152 people on board. Two years later, an plane operated by a private Pakistani company, with 127 people on board, crashed near Islamabad. All on board were killed.

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The 10 Best Social Media SlideShares of 2016 to Get You Ready for 2017

With all the great articles out there, it can sometimes be hard to catch up on every single one of them.

So imagine being able to go through a 2,000-word article in a minute or two. Or even faster.

Enter: SlideShare!

With SlideShare, great ideas and strategies are condensed into a couple dozen concise slides. For marketers, it’s a powerful content network: Over 70 million people visit SlideShare, and we had several Buffer SlideShares that got over 100,000 views apiece. For those eager to learn, the visual element of SlideShare also helps us absorb the information faster and remember it for a longer period of time, compared to reading texts.

So, here’re 10 of the best social media SlideShares of 2016 to enhance your social media marketing in 2017. I’d love to hear if you have a favorite in this list or a favorite you’d want to add.

The 10 Best Social Media SlideShares of 2016

10 Best Social Media SlideShares to Enhance Your Social Media Marketing in 2017

1. Facebook is completely changing viral videos – Take advantage of it

(via 500 Startups)

Video marketing seems to be rising to its peak – 83 percent of marketers said they’d like to create more video content if they didn’t have restraints such as time and resources. This is the slide deck that viral video creator Karen Cheng used at her Weapon of Mass Distribution 2016 talk on making viral videos. There’s a 30-minute recording of her talk if you are curious to learn more.

My favorite slide:

facebook-is-completely-changing-viral-videos-take-advantage-of-it

A key takeaway for marketers:

If you want to spread an online video – or even a blog post or an idea- write the news headline first. Think about what makes a compelling news headline. Then, let it inform the creative decisions you make during the video-making process.

For reporters to want to cover news about your business, they need an attractive headline for the news. Karen’s first viral video took off because the idea “Microsoft employee quits with a song” makes a great headline. That attracted reporters to write about it.

2. How to wow! with a presentation

(via Canva)

While this SlideShare deck is on creating stunning presentations, I think it’s great for designing awesome social media images, too. The design experts at Canva share how you can create engaging graphics using the right play of text and design.

My favorite slide:

how-to-wow-with-a-presentation

A key takeaway for marketers:

When you are creating your social media images, use relevant photos and less text to effectively convey your message.

If you can use self-explanatory images – images that can completely explain a concept without someone having to read any additional text – that would be even better. They are easy to understand and highly shareable.

3. 24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation

(via Piktochart)

Just like SlideShares, infographics are a great way to present information in a concise, easy-to-understand manner. They are not only great for blog posts but also shareable on social media. In this SlideShare deck, the team at Piktochart shares twenty-four cool ideas for your next infographic.

My favorite slide:

24-awesome-infographic-ideas-to-inspire-your-next-beautiful-creation

A key takeaway for marketers:

Creating an infographic is very similar to writing a blog post. One way to look at it is that an infographic is just another method of presenting the information in a blog post. Content ideas you have for blog posts can most likely be used to create infographics, too.

At Buffer, we like to use infographics in blog posts directly (such as this) or to update our best-performing blog posts with infographics (such as this).

4. How to Create and Use Snapchat’s New Custom Geofilters

(via Gary Vaynerchuk)

We have written about Snapchat and its custom Geofilters before. But I thought it’d be great to hear from one of the top Snapchat influencers himself – Gary Vaynerchuck. In this SlideShare deck, Gary shares why you should use Snapchat’s geofilters and how to create effective geofilters.

My favorite slide:

how-to-create-and-use-snapchats-new-custom-geofilters

A key takeaway for marketers:

Snapchat geofilters are currently an undervalued way to reach your audience. For example, Chris Hall, the co-founder of a sneaker app, Kickster, was able to get $0.001 cost per thousand impressions (CPMs) for his Snapchat filter and generated over 10.5 million views of his filter in just seven hours.

From our State of Social 2016 report, we found that only 12 percent of marketers and brands are on Snapchat and only 5 percent are spending on Snapchat filters at the moment. If you want to stand out, Snapchat could be the platform to do so as the audience there isn’t saturated with ads and sponsored filters just yet. By the end of 2017, that could be different.

5. 125 Clickass Copywriting Tips

(via Barry Feldman)

Barry Feldman has more than 25 years of experience in copywriting, and in this slide deck, he shares 125 copywriting quick tips. These tips are organized into 14 chapters such as headlines, content, style, credibility, and more.

My favorite slide:

125-clickass-copywriting-tips

A key takeaway for marketers:

Write more than one headline. For each of our blog posts, we sometimes write between 20 to 30 headlines. This not only helps us find the headline that feels best, it also gives us headline ideas for our social media posts.

6. The Science Behind Effective Facebook Ad Campaigns

(via unfunnel)

HubSpot and AdEspresso teamed up to analyze more than 100,000 Facebook ads. Through the study, they found 9 best practices for Facebook advertising such as most popular headline length, most popular Call-To-Action (CTA), and more. In this SlideShare deck, they also shared their analyses of several great Facebook ads.

My favorite slide:

the-science-behind-effective-facebook-ad-campaigns

(Click to view a larger version.)

A key takeaway for marketers:

While targeting the right audience for your Facebook ads is important, don’t neglect the design of your Facebook ads. There are 6 key design components for a typical Facebook ad: headline, text, description, caption, CTA button, and image.

From our State of Social 2016 report, we also found that 91 percent of marketers are spending on Facebook ads. This might indicate the effectiveness of Facebook ads to deal with the decline in organic reach on Facebook.

7. 13 Tips for Creating Facebook Ads that Convert

(via HubSpot)

HubSpot and AdEspresso asked five world-class experts in Facebook advertising for their top tips and insider tricks for creating successful, effective Facebook ad campaigns. This SlideShare deck features 13 short, digestible, and actionable tips for creating Facebook ads that convert.

My favorite slide:

13-tips-for-creating-facebook-ads-that-convert

A key takeaway for marketers:

Explore all the features that Facebook’s advertising platform has to offer. Advanced features such as the Power Editor, Unpublished Posts, Lookalike Audiences, and Custom Audiences give you the ability to be very specific with your ad targeting.

If you want to learn more about these features, Facebook has a comprehensive Advertiser Help Center with guides for beginner, intermediate, and advanced advertisers.

8. Top 10 Social Media Advertising Hacks of All Time

(via WordStream)

WordStream founder Larry Kim reveals his 10 strategies for getting the most value out of your social media advertising efforts. They include tips to drive more traffic to your content and increase your conversion rates.

My favorite slide:

top-10-social-media-advertising-hacks-of-all-time

A key takeaway for marketers:

Promote only your best content – or “unicorns” as Larry calls them. Such content tends to have a higher engagement level, which can lead to more ad impressions and lower cost per engagement.

An easy way to find such content is to look for top performing content that you post to Twitter organically. Then, you can pay to boost these tweets, share the content organically on Facebook, and pay to promote them, too. Since this content did well on Twitter, it is likely to do well on Facebook too.

9. Search Content vs. Social Content

(via SEMrush)

Ever published a piece of quality content and received no engagement on social media? Or it doesn’t rank on Google? “It’s not your content. It’s your content marketing strategy,” says Daniel Hochuli, Head of Strategy at King Content. In this SlideShare deck, Daniel breaks down the differences between search content and social content and explains how to create them.

My favorite slide:

search-content-vs-social-content

(Click to view a larger version.)

A key takeaway for marketers:

Not all content is meant to rank highly on Google and take off on social media – though, it’s great if it does! When you are creating content, a framework you could use is that of Search Content vs Social Content. The idea is to optimize content for search and for social media separately.

There are also other ways to categorize your content such as the Brand Content vs Direct Response Content approach or the Customer Awareness Lifecycle framework.

10. Why Social Media Chat Bots Are the Future of Communication

(via Jan Rezab)

Here’s one for the future! According to Jan Rezab, founder and chairman of Socialbakers, social media chat bots will be the next big trend. While chat bots are mainly used for e-commerce at the moment, they are also being used for entertainment, Internet of Things, community, and more.

My favorite slide:

why-social-media-chat-bots-are-the-future-of-communication-deck

A key takeaway for marketers:

It’s worth looking into social media chat bots. For instance, KLM Royal Dutch Airlines’ Facebook Messenger bot was used more than 115,000 times in the first month!

Social media seems to be moving from a one-to-many channel to a one-to-few or even one-to-one channel in several aspects. This can be seen from the rise of chat bots and one-to-one messaging features such as Instagram’s newest feature, disappearing photos, and videos in Instagram Direct.

If you want to be at the front of the next big social media trend, chat bots might be a good bet.

Over to you

Did any of the SlideShare decks stand out for you?

Did I miss your favorite social media SlideShare deck? Feel free to share it with me in the comments below. It’d be great to hear from you!

The Trump Bros Have Found Their Safe Space

Supporters at Trump’s USA “thank you” tour event in Cincinnati on Dec. 1.

Mike Segar / Reuters

CINCINNATI, Ohio “Make America Great Again” hats abound at Trump rallies, including the first stop on Trump’s “Thank You” Tour in Cincinnati. That hat is red and worn by men, and those men span the ages of 12 to 82. But there’s a different Make America Great Again hat – white, with blue embroidery – that also pops up. Usually on the sort of guy who wears white hats in his real life – which is to say, a combination of the prep and the frat boy.

Wearing a white hat, after all, means that you’re not afraid of that white hat getting dirty. And the vast majority of men I’ve seen wearing white Trump hats complete the outfit with a remarkably similar uniform: no facial hair; fitted, but not tight, jeans; stylish suede tennis shoes (Nike/Vans/Chucks); vest and/or softshell jacket.

It’s a look, but like all looks, it’s a class signifier. They’re not poor, they’re not uneducated, they’re not working class. They’re not all the things many people believe true of Trump supporters. They use language like “fact-check” and “safe space.” They know that Trump’s probably not going to build that wall and admit that he’s had to compromise on the promise to “lock her up.”

They’re not that different from the guys you went to college with: They’re in fraternities; they’re engineering majors; they’re figuring out internships for their senior year. They read Infowars and Breitbart; they love “The Donald” subreddit – but they don’t necessarily consider themselves part of the “alt-right,” a term they feel has been hijacked by the mainstream media and has come to connote something that they themselves are not.

Because these Trump Bros do not think of themselves – or their beliefs, or the beliefs of Donald Trump – as racist. In fact, it was the mainstream media ascribing them with that label – of racist, of bigot – that made them go underground. “I’m that guy that pollers missed,” David, a 21 year-old student at the University of Kentucky, told me. “When the media started calling Trump supporters racist, when my friends started saying that anyone who supported Trump was racist, I just stopped talking about it. Became invisible. But then me and a bunch of other invisible people voted for him.”

Now, those briefly invisible people – white, straight, male – have returned to visibility, to reclaim and fortify the power that had never actually left them. And they’ll do so in part by publicly distancing themselves from the attributes of Trump’s party that have been framed as deplorable.

While liberals have recently railed against the “normalization” of Trump by the mainstream media, guys like this have been doing the work of normalizing Trump far more effectively for weeks. Because of their educational and socioeconomic privileges, the vast majority of these men have the tools to convince others that their beliefs and Trump’s, by extension, are normal: not extreme, not radical, not bigoted.

When I first met Chandler – not his real name – he was sitting in the front row of US Arena, with his arms over the backs of the chairs around him, his legs spread wide. He has the look and bearing of a frat guy mixed with a car dealer: jovial, large-bellied, confident. When I saw him later in the evening on the auditorium floor, he was holding court with a small group of friends, the life of the conversation.

“I’ve been a supporter since Trump came down on the escalator,” Chandler proudly told me, referring to the president-elect’s announcement of his intention to run for president on June 16, 2015. A few months after that, Chandler found his way to r/The_Donald, a Reddit section, or subreddit, whose membership now tops 300,000.

“Back then, it was just five or ten thousand,” Chandler explained. He loves Reddit (other favorite subreddits include “Old School Cool,” one that colorizes old historical pictures, and a few that he said he didn’t want to tell me) but had never been involved in any political forums. “The Politics subreddit is run by flaming liberals,” he said. “They’re cancer.”

Through his early involvement, Chandler became a moderator, or “mod.” (Most subreddits have two to six mods; The Donald now has nearly 50). That’s why he doesn’t want his real name used here – he even uses a different handle online, as many mods like to maintain anonymity as much as possible.

“We think of The Donald as a 24/7 rally,” he said, which is why they don’t allow nonsupporters within. If you’re curious about Trump, or want to ask questions about his policies or debate, there’s Ask_The_Donald. (Recent questions include: “Do you guys all hate Hillary?” and “Are you guys happy with all these super rich people?”)

Chandler thinks The Donald subreddit – not Infowars or Breitbart, the two online news organizations cited as catering to the white, nationalistic movement often referred to as the ‘Alt-Right’ – is the future of the Trump movement. “We’re our generation’s Drudge,” he said. He’s referring to the Drudge Report, the lo-fi, tabloidy website that has led the right-wing “independent” media since the Clinton administration in the 1990s.

According to Chandler, Drudge is for old people – the ones who look like what you think a Trump supporter looks like. The Donald is for people like him, people in college, people who know how to use HTML, how to backchannel, how to Slack, how to make memes. “We have mods of multiple ethnicities, sexualities, nationalities,” he said. “A lot of them are in their thirties, work in corporate, have families. The youngest is around 16 or 17. We have women. We’re not who you think we are.”

Their community is, however, behind some of the most vile abuse and harassment on Reddit. Members of The Donald have doxxed, trolled, and threatened moderators and redditors; they’ve manipulated the “upvoting” function to dominate Reddit’s home page, a collection of the most popular/upvoted posts often referred to as “the front page of the internet.” As a result, Reddit CEO Steve Huffman recently announced that Reddit would prevent posts from The Donald from appearing on the front page.

“Did you hear about what happened?” Chandler asked me, referring to Huffman’s comments. “We’re not worried. We’ll find another way.”

Chandler said he “dabbles” in cable news – he watches Sean Hannity, and maybe Tucker Carlson, from time to time – but his main source of news is The Donald. He reads Infowars but thinks it’s “hilarious.” “Alex Jones, you know – this is stuff you shouldn’t always believe.” The idea that Michelle Obama, for example, is actually a man – a theory forwarded by Infowars – that’s ridiculous.

“You’ve got to fact-check, you’ve got to have media literacy of some sort,” Chandler said. He and the rest of the members of The Donald are also cognizant to just how skillfully Trump is manipulating the media. “Take the flag-burning tweets,” he said. “They’re clearly just a provocation. He’s a master. He and his team are playing five-dimensional chess.”

Chandler recoils at the label of “fake news,” a term for stories, memes, and videos, widely circulated on social media, that make unfounded, misleading, or otherwise disingenuous claims. “[Places like Infowars] touch on things that the mainstream media won’t touch,” he said. “It’s not fake news, just stuff the left doesn’t want to see.” (The vast majority of fake news is news that is simply unsubstantiated or patently false. An Infowars post claiming that 3 million votes had been cast by undocumented immigrants – which has been shared 51,000 times on Facebook – was based on report to VoteFraud.org that does not exist and a tweet that cites no evidence.)

But Chandler also thinks that Facebook, where so much fake news has circulated, is to be avoided: “Facebook turns into an echo chamber,” he said. “It’s not meant for news.”

On The Donald, Chandler is outspoken about his support for Trump. But it’s a different story on the University of Kentucky campus, where he’s finishing up a degree in IT, and where the overarching attitude on campus remains anti-Trump. “It’s fun to wear a Make America Great Again hat and see what people say to you,” he said. But he mostly keeps his beliefs to himself, or at least within the boundaries of his fraternity. “Frats and sororities are right-leaning,” he explained. “So we’ve made our own little safe space on frat row.”

Chandler has liked what he’s seen from Trump thus far – like so many at the rally, he was very pleased with the deal Trump had made with Carrier to keep 1,000 jobs in the United States (even though 1,100 jobs are still headed to Mexico). But he’s also begun to shift some of his expectations. When it comes to the billionaires Trump’s recently appointed to his cabinet, Chandler said “it might not be draining the swamp – but it’s stirring the swamp.”

When it comes to Hillary Clinton, he recognizes that it’s out of Trump’s power to actually “lock her up.” “It’s not his job, it’s not his responsibility,” he said. He also thinks the wall will be the greatest test of his ability to follow through on campaign promises – even if it’s unrealistic. “If he backs away,” he said, with a chuckle, “he’s gonna look like an idiot.”

Other college-age students I spoke to were dubious about Trump’s larger promises. Nicholaus, an 18-year-old high school senior, had driven 90 minutes to the rally with a friend. “I don’t think he’ll actually build the wall,” he said. “That just seems excessive.” More likely, to his mind, was more security or tightening immigration.

Nicholaus, who had voted for the first time in this election, didn’t even think Trump was going to win. Thinking back on election night, he started laughing at just how surprised he was. Like other men I spoke with, he’d taken to hiding his support before the election. He lives in the small town of Maysville, Kentucky, and attends a private Catholic high school; there are other supporters in his neighborhood and in his class. But when he posted his support for Trump on Facebook, his extended family “went against” him. “And I didn’t want to break those relationships, so I just stopped talking about it.”

Three students from Dayton told me the same thing – on their campus and on their Facebook feed, they were surrounded by anti-Trump rhetoric. “I never spoke my mind,” Matt, a freshman, explained. “It wasn’t worth it to get into it.” But they’d driven the hour to Cincinnati to watch their candidate speak his.

On the arena floor, David – a quick-smiling, nicely dressed 21-year-old with a small American flag sticking out of his backpack – was milling around the crowd by himself. He said he’d just come from his internship at an information systems company and was ready to stop staring at Excel spreadsheets. He, too, had been surprised that Trump had won, but was happy that he’d done it without outside money. “The conflicts of interest do worry me,” he said. “He needs to separate himself from his businesses. But I’m heartened that he’s waived his salary as president – that says something.”

Looking forward, he’s most concerned about bias in the media. “They didn’t regulate what they were saying,” he explained. “And when you throw out information and label things as racist, well, that divided me from my friend group. So I just shut up and voted Trump.”

He’s stopped using Facebook, because it became too heated, but also because he wants to get out of the echo chamber. He’s started going to Infowars: “It’s goofy,” he said, with a laugh, “but they announce their bias. And that means that I can then question that bias.”

“I do my own fact-checking – I go to CNN, and see what they’ve said about something, go back to Infowars,” he told me. “But Infowars needs to change. If you post crazy stuff all the time, it’s like the boy who cried wolf: When you actually post something that’s crazy but real, then no one’s going to believe you.”

A guy in an Oxford shirt finishing up his time at an internship isn’t the stock image of a guy who reads Infowars. That guy looks more like Jacob, a freshman at the University of Cincinnati who was wearing an American flag–themed sports jacket and a soccer scarf knitted with Trump’s name. Jacob has blazing blue eyes and a wiry build that reflects his frenetic energy. “The night of the election, he didn’t sit down once between the hours of 8 and 4 a.m.,” his friend Justin told me.

If David’s the guy in your econ class who never said much but always gave off a conservative vibe, then Jacob’s the guy in your politics class who wouldn’t shut up. He still has a 13-foot Trump banner outside his house. He’d been to five different Trump rallies and had already been interviewed by five different news outlets at this one. Jacob radiates Trump. He had polished lines about how he liked Trump because he “wasn’t part of the establishment.” He was wearing a significant amount of cologne. “He’s like a celebrity,” Justin explained.

Jacob comes from a family of liberals – his parents are Hillary supporters – but he’s always thought of himself as conservative. “In high school, people would say that I was just repeating the politics of my parents. No way. These are all mine.” Whether it was being away from them or reacting to the rhetoric of his professors – all of whom, he said, are incredibly liberal – he’s gone deep into the world of Trumpism. He listened to every Trump rally online; he’s become a regular consumer and producer of Trump YouTube videos. He revels in his new community, which he’s recently followed to Gab, the “digital safe space” for members of the alt-right who’ve been banned from Twitter.

He doesn’t think of himself as racist, but as part of the new media that’s righting the wrongs committed by the mainstream faction. “I go straight to the source,” he said. “Trump’s tweets, Trump’s words, Trump’s speeches. And then I talk about them myself in my videos.” He argues with his professors, especially the ones who teach English. “They all want to talk about feelings,” Justin interjects, “how Trump has made people feel.”

Jacob recalls a moment, earlier in the semester, when a professor had challenged the class to write a persuasive thesis statement about Donald Trump. “I got up there, in front of a class of 600, and I wrote this thesis about how the media has framed Trump’s views as racist by focusing only on parts of what he’s said, and the entire class started cheering,” he said. “The teacher just walked out in humiliation.”

Jacob has no doubts about Trump’s future. He thinks they will, indeed, prosecute Hillary. He thinks that Trump’s cabinet appointees are outsiders – just billionaire ones. He thinks he will build the wall. He thinks Infowars and Alex Jones is the future, a future in which he, himself, will be a leader. While we were speaking, a woman two rows down interrupted us. “I’m so glad to hear you boys being so passionate,” she said. “You’re our future!”

Trump supporters like Jacob are the easily recognizable, and decried, manifestations of the alt-right. Today, he has the passion and commitment of a college freshman. Time might slightly mellow his enthusiasm – or transform it into something more socially palatable like Chandler’s, who cloaks, sophisticates, or otherwise hides the more garish and objectionable parts of his politics from others.

“We are an alternative to the Mitt Romneys and the Glenn Becks,” Chandler told me. “But now the media has started saying ‘alt-right’ and combining every mention with racism. I’m not a Republican. I’m a Trumpublican. And we’re the new right.”

Morgan Stanley thinks the tiny video tab on the Facebook app will help it steal TV ad dollars (FB)

facebook video tabFacebook/Business Insider

Facebook has been testing the introduction of a dedicated video tab inside its mobile app among a select group of users over the past year – a move Morgan Stanley analysts predict will help the social network capture a greater share of the TV ad market.

The tab, which appears at the center of the bottom menu within Facebook’s mobile app (for some users), opens up a video discovery hub, where users can view popular live videos from around the world and content from their friends.

It may seem like an iterative design change, but Morgan Stanley’s analysts argue in a research note that it will position Facebook to steal more ad dollars from TV.

The note reads: “This is because agencies/advertisers we speak with indicate that one of the reasons TV ad dollars have still not moved to Facebook very quickly is because video posts and ads in the primary Facebook newsfeed are too fragmented (among the many other types of posts). And that (unlike YouTube) Facebook has not offered a destination solely designed to drive video consumption.”

The new, personalized Facebook video portal has the potential to address this concern, according to Morgan Stanley.

Facebook has long been positioning itself to take on TV. Last year, Facebook’s COO Sheryl Sandberg explained one of the benefits of Facebook video ads over TV is that it can appeal to small-to-medium businesses “who would never be able to hire a film crew and buy a TV ad.”

Also last year, Facebook caved to advertising agencies and introduced a new way to let them buy video in the same way they buy TV. It introduced Gross Rating Points (GRPs) in the hope of preventing Facebook being unpicked from the overall media plan and placed in the more experimental bucket of advertisers’ budgets, rather than being grouped with TV, which is more lucrative in terms of spend.

Ad spending on US TV is predicted to reach $71.29 billion this year, according to eMarketer. Overall digital ad spend is estimated to eclipse that of TV this year (at $72.09 billion) – although it’s worth noting that at least some of that spend is also driven by spend TV companies’ digital properties.

Morgan Stanley explains that Facebook’s ability to take a cut of TV budgets is vital for its long-term growth.

morgan stanleyFacebook/Business Insider“While the company has built a strong advertising business – now set to drive 39% of 2016 US online ad dollar growth and 36% of total US ad dollar growth – there are only so many ad dollars to capture from newspapers, magazines and smaller online platforms (like Yahoo! and Twitter). The 35% of the US ad market spent on television is likely to be important to extending FB’s growth runway over the next 3-5 years,” Morgan Stanley notes.

However, Facebook video ads and TV ads shouldn’t necessarily be considered like-for-like. Various studies suggest TV is the most effective advertising medium, despite being the most expensive.

A widely-cited econometric study from Ebiquity, commissioned by the UK TV marketing body Thinkbox, found that every £1 spent on TV advertising generated £1.79 in profit, far ahead of the next most effective medium, radio. The study analyzed 4,500 ad campaigns between 2008 and 2014.

thinkboxFacebook/Business Insider

For advertisers, most studies show that the most effective campaigns use a blend of media. So it’s likely that as spend on Facebook video grows, so too will spend on TV, as the two compliment each other.

tv plus videoFacebook/Business Insider

And while Facebook has huge reach of more than 1.18 billion daily active users, people in the US still spend far more time watching TV than they do on sites and apps like Facebook. The average American watches 4.09 hours of TV a day, according to Nielsen, more than the 1.43 hours spent on their smartphones and the 57 minutes browsing the internet via a PC.

nielsen media timeFacebook/Business Insider

NOW WATCH: Watch the Air Force drop 8 armored Humvees out of a plane from 5,000 feet

YayPay wants to help big companies deal with accounts receivable

stocksnap_gidmt5tduf YayPay is focusing on an interesting yet underserved niche – collecting payments from your customers. The startup is launching the second version of its platform today and now focuses on big companies with accounts receivable teams.

The company first launched on stage at Disrupt London exactly one year ago. At the time, the company wanted to help small and medium companies get paid on time. Read More