How can your brand best utilize Facebook?

August 29, 2020
Posted in Blog
August 29, 2020 lili sheppard

How can your brand best utilize Facebook?

Founded in 2004 by Harvard University students, Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes, Facebook has since then been incorporated into our daily lives and has become the go-to platform for communication, entertainment, interaction, and breaking-news.

Facebook’s mission is to make the world more open and connected, encouraging its users to share and express what matters most to them.

As of June 2020, there are now over 2.70 billion monthly active users (figure excludes Instagram and WhatsApp users).  Therefore, as a global ground-breaking digital marketing platform, Facebook is simply too big to ignore.

 Here are some interesting Facebook statistics:

  • There are over 10 million groups on Facebook

  • Facebook’s growth is happening in developing countries where they claim Facebook will gain more than 250 million users between 2019 – 2023

  • 60% of Generation Z’s wish they could communicate with more brands via messaging

  • Every day 300 million users use Facebook Stories daily and 500 million use Instagram Stories. There are now over 2 million advertisers on stories as of January 2019

  • Every month 1.4 billion people use Facebook Groups

  • Nearly 75% of high-income earners use Facebook, making it a great platform for business advertising

With this information in mind, you may be wondering how your brand can best utilize Facebook in order to increase awareness, maximize engagement, and boost sales?

If so, here’s a list of things you can do to improve Facebook engagement without having to spend out:

Content is still king

This one is a pretty standard point no matter which social media platforms you use, whether Facebook, LinkedIn, YouTube, etc. content is still one of the most vital components for successful online marketing.

Often, people make the mistake of only posting about things to do with their business. For example, if a company selling cheese only wrote cheese-related posts every day then it is very likely that their followers will get bored after the first week and unfollow them (unless of course they really love cheese) because the posts won’t be relevant to them and could come across as though that business is only interested in selling.  Therefore, it would be much more beneficial to their followers and business if they mixed it up a little. Besides, there’s only so much that can really be said on a day-to-day basis about a brand or product without it becoming tedious and repetitive.

Obviously this doesn’t mean the company should eliminate cheese-related posts altogether because they still need to raise awareness and keep it somewhat relevant, but it just means that there are much more subtle ways of doing so.

For example, it is much more interesting when posts are different and there is a wider variety, whether that means changing the format every once in a while e.g. infographics, memes, adding animation, or just simply injecting a more visual aspect into your posts. It can also be a nice idea to include a variety of categories, for instance, making your posts informative, entertaining, thought-provoking, humorous, interacting with your followers by adding a poll or questions, as it will show that you’re listening to your followers and taking their opinions into consideration.

If you’re struggling with ideas for fresh, new content, then click here for more inspo!

TOP TIP: Facebook’s golden rule is to make sure that only 20% of your content is promotional, otherwise you’re not really adding any real value to your followers.

Post at a good time

Check when your followers are most active.  You can do this by clicking on your Facebook Page Insights, and view data about when your Facebook page followers are online for each day of the week.

By posting when your followers are most active, you instantly increase the likelihood of getting likes and comments.

However, if it is tricky for you to post during these times, scheduling tools/apps such as Plannerly and Hootsuite can be a great way to plan your social media calendar days or weeks in advance. It’ll keep you from forgetting to post and give you the flexibility to test different posting times.

It’s time to reflect

It is crucial to make sure that you already have a clear idea about which of your posts have previously done the best with regards to engagement and interest.  You should then ask yourself why it got such a positive reaction and either try to recreate that same success or analyse it and find out some more information about your followers.

It can also be a good idea to compare your best posts with your “weaker” posts to understand what went wrong too.  It can be just as important to know what your virtual fans don’t like, as it is to know what they do like.

Reply, interact, and get to know your followers!

It has become so common for brands to not reply to their followers on Facebook, whether it’s as a result of being too busy, or instead because they don’t know what to reply to a generic “Love this!” comment, whatever the excuse – don’t let your brand fall into that same trap!

Reply to every comment, mention, or question, and you will find your followers will value you and your brand much more.  If nothing else, taking the time to reply to fans shows that your brand is responsive, you listen, and most importantly, you value your customer’s opinion.

Besides, Facebook algorithms really value comments and interaction on posts – so it’s a no brainer really.

TOP TIP: If you’re unsure about what to reply to a follower, it can be good to respond with an open question because it will encourage a conversation and could also provide you with some interesting and beneficial information about your customers.

Upload video content DIRECTLY to Facebook

Today, nothing captures attention like a video. Whether it’s a short 20-second video or a longer behind-the-scenes employee spotlight, regularly publishing video content on Facebook is a smart move as users love it and it’s supported by the platform itself.

Facebook encourages brands to post videos directly as opposed to just sharing video URLs.

  • Consider square videos: It has been found that square videos often receive more views, engagement, and watch rate than landscape videos do – especially when viewed on mobile devices.
  • Add captions: Research has found that 93% of videos watched on social media are viewed without sound, therefore, captions, logos, and colour schemes can all be a great way of communicating your message.

Facebook Live videos can also be an amazing way of uploading content directly to Facebook. If you’re stuck for Facebook Live ideas, here is some inspiration to get you started:

  • Create a series of videos that encourages followers to tune in consecutively
  • Share a behind-the-scenes office video that shows a bit of your brand’s personality
  • Host a live Q&A session
  • Include interview videos with industry experts
  • Explain or demonstrate how to do something/ utilize the brains in your business
  • Share top tips, useful hacks or small snippets of advice

Listen to your followers

Asking questions is a good way to offer followers a chance to share their thoughts and opinions.

It can be good to share relevant updates or blog posts and ask your followers for their opinions – whether positive or negative the feedback can help your business to grow. However, what you share might vary depending on your audience demographics.

Pages to Watch 

The Pages to Watch feature in Facebook Insights allows you to watch other Facebook pages so you can compare their activity, engagement, and audience growth to your own.  You can also easily check out each Page’s top posts by clicking on their Page name.

Pages to Watch is particularly handy if you want to see what’s working for your competitors or similar niche pages. You can see exactly what content they’re posting, how often, and when. With that information, you can then adapt your posts accordingly.

To access Pages to Watch, go to your Facebook Page Insights, and scroll down to the bottom of the Overview tab.

Hopefully, these top tips will help your brand to make the most of Facebook without needing a huge marketing budget.  For more information about marketing, content, or SEO, get in touch with us today!

To find out how you can increase engagement on Twitter, click here.

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