Last week, when I published my post about how the spice shop got 736 Facebook Fans, I got a very interesting response. Not just traffic and shares, but what some of the readers told me.
It was refreshing to see a real-life example, it was easy to relate to what this particular business did (it’s not Oreo or Red Bull…), but most importantly, I can actually take the rest of the afternoon and follow the advice to do something similar for my business.
That is just awesome. That is what I want, for you to be able to turn around and implement something in your business that can get you closer to your goals.
In this post, even though I don’t have a case-study for you, I’ll try to accomplish that by giving you a solid idea you can implement in your Facebook content.
Where we are now
At the moment, most people are still whining about the death of Organic Reach, but you are looking at how to move on and adjust the strategy to play the game under the new rules.
To plan your next move, you need to take a step back and understand this: Who killed Organic Reach? (If it was killed at all…)
Organic reach was killed because:
- Facebook is a media company that needs to make money
- There is a lot more competition for a spot in the News Feed
- The attention span of your prospect is declining by the hour
This pretty much means that you have to do 3 things:
- Start considering the use of paid media
- Increase the amount of content you produce or post on Facebook
- Produce something with better chances of getting people to engage
And here is your answer…
Instead of just increasing the amount of blog posts you share, create something more structured and meaningful.
We all know photos are the most used post type in Facebook, as Statista published last week on Mashable, that number is 75%, which I think is completely insane.
But according to the Social Intelligence Report by Adobe, photos went down in engagement from 5.0% in Q1 2013 to 4.4% in 2014. Link and text posts also went down, while video grew a healthy 25%.
Also in the graphic below, the dominance of photo posts in Shares is still very clear, but it went down 2% in the last year, and video shares grew 4%.
Here is another key takeaway from this study I want you to consider: Video Plays are up 785% from Jan 2013 to Jan 2014.
Let’s make it more interesting, the following 2 charts have one conclusion, the best day for impressions and engagement is Friday, and the day with most video plays is also Friday, with a clear 24.7%.
We can take this even deeper and look at a breakdown of the different types of engagement. You’ll see that consumers are commenting, sharing, and liking posts the most on Fridays.
Can you already see where I’m going with all this?
Is that you create a weekly video series, I’m not saying that you should share more video on your Page, let’s look at it in more detail:
- A series means that you publish a new video every week
- The video is posted every… yes, Friday!
- Give the series a name, something like “[Insert your brand here] Friday Tip”
- Be consistent so your Fan expects your video every week
- The video doesn’t have to be long, it just has to be valuable
- End your video with a question that motivates people to engage in a conversation
One more point in favor: How many people do you know that is doing this? According to Statista, most Pages are posting photos, right?
Download the Social Intelligence Report by Adobe.