On using video to hack better exposure on Facebook

If you are an online marketer, then you probably know that video content is all the rage right now.  It is a mission critical component for any content marketing plan and a surefire way to help you win online.

Facebook in particular, loves videos and continues to reward brands with increased exposure and engagement on its platform. It does this because users prefer this type of content and FB is focused entirely on creating an excellent user experience, to ensure the social network remains sticky and that they don’t lose their users to the competition. If you are a marketer you should be riding this wave.

Screen Shot 2017-01-29 at 8.19.07 PMOur client Natalie’s launched some new flavors this month and wanted to create awareness and excitement around it. We created a simple, yet attention grabbing video (see above) and pushed it out with a nominal budget on their Facebook fan page.  We set the promoted post to optimize for engagement and earned some really nice metrics, as you can see to the left. Added bonus, were the many shares it earned, which helped us also grab a reach of over 18000 people.

While we like to balance their social content between photography, graphics and short form video (all of which perform well and have their place) we felt that video was warranted given the freshness of the message (new flavors) and the fact that they wanted to get the best bang for their buck. For the moment, that is video all day, every day.

If you want to have more potential customers consume your content and see more tangible success out of your social media efforts (read: every brand) then you need to really pay attention and deal yourself into the video game. Your prospects are watchin…

 

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On content and why you need to up your game…

content is king

Social media content is an important area of focus for brands wishing to communicate online. Content is king and queen (perhaps even the whole castle) and you have to be committed to putting it out there for the world to see of you want attention. We tell clients that the business drives social and not the other way around, so the content plan begins well before it shows up on social.

First a brand must define who they are and what sets them apart from the pack.  It sounds crazy that you have to remind them of this, but we constantly explain that their story, should be their story. Not some other contrived fabricated tale, not what they think people want to hear, but their actual narrative. In this new age of brand transparency, if you aren’t honest and forthcoming it will be hard to land and keep customers.

For a healthy CPG brand this is so important to do, because it is a very crowded vertical and everyone thinks their baby is the cutest. Meaning they are so passionate about what they sell and why customers should care, but they struggle with how to explain that. Sircle encourages them to just start documenting and putting out a lot of content that conveys the why, behind the what.  It doesn’t need to be perfect, but it should be clean, concise and helpful in some way.

Gluten free, allergy conscious, all natural, non-GMO the list goes on and on.  Why should I care and why is your product a solution? Document some longer form content to answer those questions and ideally use video (more context, more organic and paid reach and more likely to be consumed) as your main format to do so.  Then take that content and push it our via social.

Remember content needs to:

1-Stand out from the clutter (the goal is to capture attention)

2-Be on brand (the goal is to get some of your branding out there and in front of consumers)

3-Be native to platforms (think sizing, clarity, length when talking videos)

4-Be experimental (don’t just be safe, experiment with new ideas)

5-Feel original (be careful of being too “cookie cutter” AND copying from other brands)

You need to put out consistently good content, do it at a reasonable and aggressive frequency AND not get complacent or lazy.  Don’t worry about social posting frequency, before you figure out what you might want to say.  If you have a lot to say and share (NOTE: playing DJ and passing along content from publishers can help covey your point too, and put less pressure on you to be the actual songwriter) then you will know how often you should post on the various social platforms. Let the content dictate your actions and then leverage social to win.

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