The key to a successful Facebook post not only lies in the content, but how you sell it to your digital audience. You have the ability to turn an article into a discussion, a meme into a thread of tags with meaningful conversations and a video into a nation-wide viral video.
The questions digi producers should be asking: Is the content I have created going to prompt a reaction, both positive or negative, from our audience on Facebook? If not, how can the caption encourage people to engage?
Some examples of meaningful interactions include:
- A person commenting on or liking another person's photo or status update
- Multiple people or a Page replying to people's comments on an article or video posted by a publisher on Facebook
- Someone sharing a video posted by a publisher along with their own commentary
- A person reacting to a post from a news publisher that a friend has shared
- A person sharing a link to an article over Messenger to start a conversation with a group of friends”
“The order in which the interactions will be ranked will be Comments, Shares, Reactions and Likes, so think about content that tends to drive conversation/comments.”
- Mark Zuckerberg
Read Mark Zuckerberg's statement here.
WHAT SHOULD YOU DO?
PROMOTE MEANINGFUL INTERACTIONS
Stories and videos can help start conversations between people and among your page followers.
FOCUS YOUR AUDIENCE
Keep posting content that resonates with your audience and focus on community building
AVOID 'ENGAGEMENT BAIT'
'Engagement-baiting' is not a meaningful interaction and can result in demotion of page posts.
REPLY TO EVERYTHING
Replying to comments and messages lets Facebook know that this particular user wants to see more from your page and will make sure our posts stay in their Newsfeed. The more replies a comment has, the more favoured the post will be in the NewsFeed.
MONITOR INSIGHTS & CROWDTANGLE
Regularly check your insights to see what has worked for your page and use it to learn what it is your audience will engage with.
Check CrowdTangle to see what kinds of posts are over-performing in your area and nationally.
USE CUSTOM AUDIENCE TOOL
Facebook's Custom Audiences tool allows you to choose your target audience. This can only be used for scheduled posts.
ENCOURAGE FOLLOWERS TO 'SEE FIRST'
Ask followers to navigate to your Page, click on "Following" and then on "See First". When your followers activate this option they're less likely to miss your updates.
Showing more posts from publishers the community finds trustworthy
Prioritizing news that people have told Facebook they find informative
Making it easier for people to see news that is relevant to their local community.
WORDS TO AVOID
- DOWNLOAD / APP
Ways around it?
- Use graphics / video to sell the message as a visual to the audience
- Keep promotional posts to a minimum and build around your rich / engaging video / image and link based content
- Always use compelling headlines. Facebook will punish your page if it is click bait.
- Use publisher tools with the social and marketing teams. We can work with the right content to help amplify it via paid targeting.
VIDEO & MEME
Zuckerberg doesn't want users leaving his platform, so links clicking through to our website have been suffering with little organic reach. You'll also notice that you see more native Facebook videos than YouTube videos. Videos and memes are now our best bet.
1. Make sure your video is captivating from the very beginning.
People have a seriously low attention span and will keep scrolling if they're not entertained from the beginning. Even if that means teasing something from the end first.
2. Always consider that your video will be watched on mute by most of your audience.
With people on public transport, walking around, or at work, most users watch Facebook videos on mute. This doesn't mean you have to put subtitles on everything (although if you can, it's encouraged), but try and make your video entertaining without sound as well.
3. Trial new things to find out what your audience likes.
Your audience might be getting tired of the same videos, so research trends in your market and give them what they want. It might be recepies, new restaurant reviews, helpful tutorials, DIY and funny/relatable skits.
4. Add music to the background.
You'd be surprised how much music can do for a video. It fills silences and gives you the ability to control the emotions of your audience. It is also a powerful tool to make a punchline funnier.
5. Review your videos shareability.
Long narratives, vlogs and one-camera videos longer than 3 minutes might not work as well in terms of Facebook "virality". Consider optimizing your content for Facebook and shareability before uploading.
Live videos reach 6 x more people than normal videos.
Ways to use Facebook Live:
1. Film on-air segments with a visual component
eg. eating something, animal in-studio, revealing big news
2. Talent do a Q&A about something topical
eg. local issues, news stories, pop culture
3. Try and do something with in-studio guests
eg. play a game, BTS interview questions
4. Showcase Roadshows and OB's
eg. Balloon Twister "can you guess what they're making?"
5. Local events
eg. parades, dog shows, air shows, busy store openings, fireworks, celebrity spottings, Christmas lights)
eg. thunderstorms, floods, hail, even a really good day
7. Live skits
eg. dares, experiments, challenges
1. Use VAG HIT (for Hit) and either GROTROUGH or TeX Gyre Adventor (for MMM) in all white & all capital letters.
2. Don't go over the max font size.
1.Distort the logo or templates
2. Change the colour of the text or templates