Given the fact that Facebook has nearly 2.07 billion monthly active users, setting up a Facebook page is a must for every brand that wants to stay competitive. However, being active on Facebook and sharing a few posts every once in a while is not enough for you to attract new customers or retain existing ones.
To boost your brand awareness, attract more visitors and turn them into loyal customers, you need to focus on the quality and the relevance of the content you share. Namely, a study by Forrester Research points out that marketers who create valuable content build stronger relationships with their target audience, which results in a higher ROI.
Here are several tips that will help you deliver relevant Facebook content on a daily basis.
6 Essential Tips for Creating Relevant Facebook Content
1. Collect Instant Feedback
Statistics show that 510,000 comments are posted, 293,000 statuses are shared, and 136,000 images are uploaded to Facebook every minute. What do these astonishing digits tell us? To stay competitive, you need to be innovative. And, to be innovative, you need to know your industry, target audience, and competitors. Only this way will you be able to market to your consumers adequately and create content that engages.
- Monitor your brand mentions on Facebook to determine how your target audience feels about you. Pay attention to their discussions, brand mentions, and comments on your posts.
- Keep track of your competitors to gain a competitive edge. Observe the type and quality of content they upload, how often they post it, and who likes, comments on, and shares their posts the most.
- Conduct polls to assess people’s satisfaction with your content. The greatest problem researchers face is that they can never be sure whether people taking a survey are taking it seriously. Many people click on the answers randomly, which might compromise the results you get. This is exactly when paid surveys shine. Knowing that they will get paid to take surveys, the examinees will give objective, honest and convenient answers.
2. Focus on Storytelling
The implementation of storytelling with your Facebook content strategy might significantly boost your brand image and give it an authentic voice. Most importantly, it connects your brand with its followers on an emotional level and gives them what they really care about- the insight into your brand’s story and its core values.
Now, storytelling is a pretty broad notion, embracing practically everything you share on your Facebook page, such as articles, text, videos, images, gifs, and so on. This is why we will address some of these segments separately in the following sections.
3. Perfect your Articles
Sharing your blog posts via social networking channels is the backbone of your SEO strategy. However, the number of leads to your site heavily depends on the way you organize and present your articles. To inspire people open and share the content you post, you need to:
- Come up with a strong headline to grab users’ attention.
- Have a compelling introduction to get the readers to click on the post.
- Make sure that your featured image is displayed properly. You should stick to the 1200px X 628px image resolution.
- Avoid using stock photos. Create your own images that will communicate your brand values and give you an authentic voice.
- Combine image and link posts. While link posts maximize your website traffic, image posts help you share visuals and target the existing target audience. That’s why you need to combine these approaches. Additionally, when sharing photo posts, use a shortened link which won’t compromise the visual appeal of your post.
4. Share your Entire Story in a Facebook Post
Even though statistics claim that shorter Facebook posts (those under 120 characters) drive more click-through rates than lengthy ones (those above 280 characters), this doesn’t necessarily have to be so. Namely, Facebook has a brilliant “See More” option, which enables its users to preview the entire story without clicking on the link. So, if you’re trying to tell a story rather than drive traffic to your site, this might be a perfect solution for you. Humans of New York is a perfect example of a Facebook page using this content sharing technique.
5. Take Advantage of Video Marketing
Branded video campaigns enable businesses to take their storytelling to a whole new level. No matter if you’re raising brand awareness, launching a new product, announcing your startup, or simply trying to boost users’ engagement, videos will help you deliver a personalized approach. Namely, when compared to images, the average video post drives 135% greater organic reach. Given this fact, Mark Zuckerberg was right when he said that “in five years most of Facebook will be video.”
To make the most of your video content on Facebook, you could:
- Post inspirational videos and answer your followers’ questions regularly to boost your shares.
- Share quick how-to videos and post a link to your site for more information.
- Post relevant, but entertaining videos, such as behind-the-scenes interviews with your company.
- Add a featured video to promote the upcoming event or product.
- Create multiple playlists to manage users’ experience while clicking through your videos.
- Add CTAs to your cover photo that will lead users to a video on your site.
- Go live. To get the most of this trend, you need to choose the right timing, determine the duration of the video, go with the concepts that might become viral, and make it relevant. Most importantly, you should promote the video both a few days earlier and after the event to make it available to wider audience.
6. Tell your Story with Facebook Carousel
Apart from product promotion, Carousel Ads give you the opportunity to showcase your business’ authentic narrative. However, to tell your story properly with carousels, you need to focus on its consistency, visual appeal, and uniqueness.
- Start out strong and grab people’s attention with the first image.
- Make your readers swipe for more. Once your first photo in the carousel catches their eye, you need to keep your users’ interested.
- Create a plot to address people’s emotions. For instance, if you’re promoting toys, you don’t have to necessarily post the images of them. Think of their lifetime, emphasize their importance, and create a story around it to evoke nostalgia.
- Use well-edited sequences to tell your story. This doesn’t mean that you need to organize them chronologically. It just means that every photo you post needs to make sense.
- Employ visual variety. Shoot multiple shots of the same scene from diverse angles and distances to build a complete story.
Creating engaging Facebook content is complex and time-consuming. This is why it needs to be taken seriously. Hopefully, the tips listed above will help you deliver brilliant and diverse content that will give your brand its unique voice and identity. Most importantly, don’t automate your Facebook content sharing. Stick to the human connection, offer value, and you will see your conversions grow.
How do you optimize your content for Facebook users?