Facebook has become one of the most powerful brand marketing tools available, but the mechanics behind its advertising algorithm are shrouded in mystery.
Marketers depend heavily on Facebook to generate impressions, reach, and reactions from their target audiences, and any tweak the company makes to its model sends the entire advertising world into a panic.
While no marketer knows the true secret to success on Facebook, it seems the only foolproof way to beat the system involves generating interesting content that elicits audience viewership and solicits a response. This is easier said than done. Even if you’ve created great content, you still have to compete with mountains of other popular content.
Climbing to the top of Facebook’s content heap is a long, arduous journey down a dark and winding path. That said, I do know that being king of the content castle means identifying and understanding Facebook’s definition of the word “interesting.”
What’s Interesting to Facebook?
Facebook’s definition of interesting is based on a combination of statistical factors that include viewing time, likes, shares, and comments. However, Facebook’s algorithm also takes into account that not all users like, share, or comment on every post they find fascinating. This combination of tangible and intangible factors leaves marketers dependent upon a mix of trial and error, guesswork, and sometimes just plain luck.
It’s madness, but there’s still a method to it. Consider the following advice regarding your Facebook marketing efforts:
Be authentic and useful.
This is the golden rule of Facebook marketing: Speak to people the way you’d like to be spoken to. In other words, treat Facebook users like humans. Don’t oversell your product, and be sure to provide useful, valuable content that is genuinely helpful and enjoyable.
Don’t piggyback off what others are doing. Facebook is so saturated with content that it’s important to stand out from the pack. Blending in is social media suicide — you’ll most assuredly be ignored. Create a unique point of view and strategy for your brand, and stick to it.
Vary your topics and methods.
Stick to your originality, but make sure to mix up your messaging and style. Your audience will quickly tune out if you post the same content over and over again. Be sure to use an array of multimedia: images, videos, blogs, memes, GIFs, and so on.
Like any marketing campaign, test and retest your strategies to find the most effective. See what resonates with your audience, and fine-tune from there.
A number of companies have this down to a science. Nike, for example, uses an array of Facebook pages — one for each of its product categories. These subpages are updated daily, while Nike’s main corporate page is updated weekly. This provides the company with an extensive network through which to share content and an expansive data set to use to its benefit.
BMW is also mastering Facebook’s marketing method. The auto empire achieves massive outreach through daily updates that feature photos of cars, automobile reviews, videos, and other content. BMW regularly amasses 50,000 to 100,000 impressions with every post it makes.
In the end, while cracking Facebook’s code might be impossible, effectively navigating its marketing climate is entirely doable: Simply capture interest that provides value, and deliver an array of exciting content.
What type of content do you think is the most reaction-worthy and shareable on Facebook? Let us know by commenting below.
This article originates from The Marketing Scope