Facebook are keeping a very close eye on brands that specifically ask for engagement in their post copy and post images and are punishing those repeat offenders.
Here’s Facebook’s example:
Like-baiting refers to when a post explicitly asks News Feed readers to like, comment, or share the post. In other words, the goal is to go viral, or at least get additional distribution beyond what the post would normally receive.
With Facebook latest change of reducing organic reach and now punishing brands for like-baiting, brands are now forced to strongly think about post content and execution.
Gone are the days of banging out a post in the last minute, Facebook are wanting brands to think of this channel as an advertising space, just like you would for a magazine or billboard ad. Facebook are demanding that brands work smarter and invest more time and money into Facebook for better results.
Brands need to trial new post execution styles and get a better understanding of what their community wants. The brands community will determine how far their content is pushed organically. Their content needs to be executed in the highest manner so that their community organically like, comment and share their content.
I have found that these content types are working across the board for all my fashion clients.The below examples are from Forever New, whom are performing well in reach and engagement and should be considered to be a leader in Australian Fashion on Facebook.
- Album Posts: Mobile is a huge part of how Facebook users consumes content, and they’re doing so in the News Feed view. Albums stand out as they’re easy for users to flick through and engage with the brand. I’m finding that album posts are reaching more people than single wall post images/videos/links.
- Multiple Images: Brands that are showcasing more than one product in a wall post image are generating more stories (likes, comments, shares). This is due to fashion being subjective, the more products you have on display the more chance the user will like one of them enough to engage with your story.Single product vs a look – Looks with multi images are garnishing the most engagement.
- Lifestyle/Inspire: Facebook users are wanting to be taken on a journey. Posts should inspire users to engage with the brands story. Example of this is to show of a key look with a destination or event around it.Example: First date, anniversary, trip to an island paradise, trip to New York. This helps users relate to the brand on a deeper level that’s more than just the product. It also puts the brand in everyday life scenarios that users can connect with.
- Offers/Sales: These types of stories are valid and are needed for all brands. Please note that there will not be many stories generated from these posts (likes, comments, shares) in comparison to the above posts. The reason is the CTA is to click the sale link and engage with the brand website.
I advise that brands promote these so these stories reach more users.
- Post Copy: We’re all time poor so brand should keep post copy down as much as possible and get to the point as quickly as they can. Keeping the conversation open will help people to engage as they feel they’re invited to chat directly with the brand. If brands do this, be sure to be responsive and answer community questions as they come up.I advise if the post has multiple images and it’s a wall post that brands have one link, which takes users back to the brands website where the story can sit in more detail and the user can easily purchase the product(s) they desire. I have not seen this done yet, but look forward to the day that brands execute their Facebook communications in this manner.
Facebook want brands to listen to their community and give the people what they want. If the above content strategy doesn’t align with your brands strategy or you’re finding your stories are not reaching the desired amount Facebook users, then brands will need to put some dollars back in by way of ‘boosting’ their posts.
I strongly advise that brands consider (if not already doing so), custom audiences and lookalike audiences to promote their stories. These will hit quality and not quantity. The overall game is to communicate stories to the right people, whilst organically continuing to grow the Facebook community. Custom Audiences allows brands to do this and I advise if you’re promoting your posts that you trial this angle and test the results to see what works better for your brands KPI’s.