It is no secret that Facebook seems to be the place every brand wants to get into especially when it comes to eyeballs. Every time you send out a post from your page to followers it only gets a 1 percent organic reach. The one percent organic reach is for pictures and links. Video on the other hand gets you more, maybe to the tune of 4 percent in a day.
Facebook defines organic reach in terms of unpaid post that pops up on your newsfeed. This means that you may have a truckload of followers but they won’t see your post unless you paid Facebook to reach out to them.
During my 2 year observation on Facebook post, I run a page which I use to obtain metrics. I have managed to get a 10 percent reach in two days using a very sly method of commenting on other Page post using my Page persona. This is very hard work and for a 10 week old post, I am able to hit a 50 percent reach of my followers.
Recently I took the global car brand from BMW to task.
Obviously they haven’t a clue on what works and I told them to create content when posting instead of just putting up a picture.
Engagement counts to each Posting
When you post a picture, like the above, telling followers hey, custom job for you mini, why not do this? Then the picture stands alone, without a link or a FB content, then you are in trouble.
Facebook measures each post with an engagement. So if people liked it and clicked on it, then it gets shown to more unpaid followers. This grows and grows but it tops off at 50 percent. When people leave comments on it, it also gets circulated around for longer period. And this is what creating meaningful content is all about.
Brands who are not serious about this should only post pictures only content to Twitter, Pinterest or Instagram. Pinterest is a bit iffy here as its quite nebulous. People collect pins which are pictures with content links but you don’t know if they get viral like herpes when you pass it around. Once you take into account that females like Pinterest more, then you could have more gender specific content created.
Brands like Mini should know this. If they give ideas to people with no wear to start, then it is useless. The picture stops there and without the content to keep it going, it dies. The top picture illustrates this.
Mini should ask itself what the picture is suppose to generate. Eyeballs, likes or Clicks?
- There is no URL to lead to a content page but the picture entices you.
- The introduction creates a expectation that you can get a custom job.
- It ends with a question, “how would you customise your MINI” without even telling people how it can be done.
This is why brands must have partners.
For the above Mini campaign, it makes sense for Mini to partner Avery Dennison for car related vinyl wraps or Dupont Standox for a full custom paint job.
Once the content is created, both Avery Dennison and Mini can share in the Facebook post, giving the content a longer life span instead of a one off, emotional Like on a page. Facebook isn’t Instagram and vice versa. If your goal is to get people to like the image, then it is in the wrong place. The FB Page algorithm has already killed it for you whereas for Instagram, there is still a chance of getting unpaid eyeballs if the person is already following your Instagram page.
The Difference in Gaining Followers versus Boosting Post
Thanks to the money grubbing ways of Zuckerberg, you have to differentiate between paying for new followers or just reaching out to existing followers.
Reaching out to existing followers of your FB page is through boosting your Post, while gaining new followers is like putting up Ads for your Page to attract new followers. Both are very different and you should never confuse the two.
Boosting a page is crucial if you want to get content out to the open for all to see. But gaining followers is just the act of getting people to Like your page, and hopefully in the process, get them to subscribe to ALL your notifications. This is secretly hidden away within the Like button and by people who Like your Page doesn’t mean they will get all your notification on content. This is a secret that Facebook doesn’t want to share with you. If you knew how many were subscribed to your Content notifications, you won’t be paying FB to show it to your followers.
This is why it is important for Brands to reward followers with physical items. It could be a keychain, a unique sticker or even a goodie bag.
Good Content means a Long Shelf Life
In difficult economic environments, the first thing big brand budgets get cut are those in advertising. It makes sense because like brand advertising, no one is going to notice when the economy faces difficulties. Selling to a exhausted market is like selling ice boxes to eskimos. This is where meaningful content comes in because of its long tail nature.
Useful content gets recycled and used for a very long time. And for Facebook post, this is perfect. It is a slow burn process. Since Facebook algorithms work in the way that you only pay for what you are getting, it makes perfect sense to engage people with such post if you don’t intend to pay for them.
What’s more I am all for featuring unique content.
People are not going to be grateful if the SAME content they see appears in their Twitter, Facebook and Instagram feeds. This is another bad habit that Brands do partake in.
For the follower, what good is it to follow your favourite brand page on Twitter, Facebook or Instagram when they see the same stuff all the time? Makes no sense. Followers could just subscribe to just one and leave the rest out. But here, you need them to follow you because….you have unique content for each social stream.
On Facebook alone, you need to have at least 35 content Likes or Comment Engagements before Facebook gives you another 1 percent organic (unpaid) reach. This is a tough proposition.
So when it comes to a bull market, advertise. In a bear market, you create content with a long shelf life. That way, you brand stays in shape for the long haul and when the bulls come around again, you have your long tail content to thank. People will remember the brand and that’s what counts.