I'll admit that I'm one of the folks who spends less time on Facebook. A lot less time. Heck, I even uninstalled the app from my phone. Apparently I'm not alone, as Mark Zuckerburg and Facebook announced on January 31st, 2018 that overall usage has dropped by "roughly 50 million hours every day."
Couple that eye-popping stat with a drop of 1 million daily active users in the USA and Canada and the impact of the content we're all seeing in our news feed becomes supremely important. We're tuning out, "fake news," incessant political posts from high school friends you barely remember, and recipes on full blast from the half of the population who don't use Pinterest. We're instead liking and sharing animal videos, memes, personal triumps (and admitted failures), or we've just jumped ship altogether (enjoy Instagram!).
There's also research to suggest that we are individually less happy after we spend time on Facebook.
That adds up to two fairly compelling reasons why page owners and brand content creators should be worried.
- Less daily usage = fewer opportunities to engage with buyers
- Less satisfaction with Facebook overall = fewer opportunities to woo buyers who are very likely not in a festive, purchasing mood
So what exactly can you (as a page owner) do about Facebook News Feed changes and your business page?
First, let's look at a couple of things you can do to become a better storyteller.
Since the dawn of social media experts, brands have been told to "be authentic." Fast forward eight years and that's still the most overused, least understood advice out there. I mean, how authentic can a personal cleaning product line be? How authentic can a sugar and caffeine-laden drink be?
Authenticity can mean different things to different brands. It's tough to be authentic about soap because let's face it, we probably don't really want to know what is actually inside the soap products we use to clean ourselves with. So, campaigns like Dove's Real Beauty is launched to challenge us to think about beauty as truly being something more than skin deep. Likewise, Coca-Cola would probably like to steer you away from what's inside the drink and instead focus on sharing a coke with a friend.
What do these two brands have in common that can inspire your own Facebook page content? They challenge people to think about their products in everyday life and in ways that might otherwise get overlooked. Where does your product fit in the lifestyle, hopes and dreams of your customers? Answer that, and then build a campaign around those answers, preferably in the stories of those same customers in action.
Next, stop being afraid to go behind the scenes. No, I don't mean post a photo album of you hoisting the trophy in the winner's circle of the Undie 500 at the Testicle Festival in Clinton, Montana. Keep that stuff to yourself. #Seriously
Tell the story of how and why you started your company. Interview your first employees on camera (especially if they're still with you) and let them talk about how your company or organization has grown and the positive impact you've had on the community, region and world. Imagine how you would tell a friend at a party about your recent product launch, or a failed experiment at work, and then tell that story visually on your Facebook page.
Second, let's talk about the data.
Last November, Facebook announced they were concerned with fake news and were working to improve the News Feed. Since then, we've all no doubt seen changes to our News Feed, both good and bad. For brands, it's getting more and more crucial to pay-to-play or to promote specific content to specific audiences.
Just like you wouldn't stand up in front of 500 convention attendees without (a), knowing your audience, and (b) rehearsing your presentation, you shouldn't go about just promoting your page to your followers and their friends.
Instead, here are some quick tips on things you could or should be doing:
- study who and what your page followers want, and then invest in creating a lookalike audience,
- promote content to interested Facebook users who've visited your website (or bought from you), and
- promote specific services or products to highly targeted users based on your buyer personas
Stop using Facebook as a one-to-many, outbound model and instead deploy Facebook content in paid, highly targeted campaigns to interested users.
Your Facebook page insights, Google Analytics and analysis of your offline and other online and social media insights will help guide you towards creating authentic, meaningful interactions on your page.
Remember that analogy about describing a specific event in your company or organization to a friend at a party? Using your data to define your audience, understand their wants and needs and combining that with your human storytelling will help you create the meaningful interactions that the new Facebook News Feed will crave.
If you're ready to take your social media storytelling to the next level and are interested in applying Inbound Marketing best practices at your company, tap the button below to start a conversation with us today!