Upload
buzzsumo
View
4.772
Download
0
Embed Size (px)
Citation preview
Mari Smiths Top Tips For Improving Reach On Facebook
www.buzzsumo.com
Mari Smiths Top TipsFor Improving Reach On Facebook
presents...#FBReach
Create Better ContentAt BuzzSumo we help content marketers and publishers improve their content through research, amplification and monitoring.
BuzzSumoProviding Data for Research-driven Content Marketing
Susan MoellerBusiness Development Manager @susancmoeller @buzzsumo
Post Type
Post TypeQuestions with images win!Coupons/DiscountsLinksVideosImage postsQuestionsGiveaways
Total Interactions93.87179.97211.97401.60463.16513.99
Questions with images
Questions without images
Hashtags
The solution
#
Hashtags arent effective on Facebook
Post Length
The most valuable of all talents is that of never using two words when one will do.Thomas Jefferson
Post length Be Brief, Baby, Be Brief!250-300+characters150-200 characters100-150 characters50-100 characters0-50 characters200-250 characters
Total Interactions209.62
214.51238.62266.91342.43411.16
SumoRank #2 world wide, top posts
SumoRank #3 world wide, top posts
YouTube Embedded Videos
53,688,345 posts analyzed8.85 shares125.86 likes6.02 comments
140.75 interactionsDirectly Embedded Videos
25,478,782 posts analyzed241.98 shares650.84 likes58.65 comments
951.48 interactionsVideo:
#1 media/new/publishing
YouTube embedded post
Posted Directly into Facebook
Posted w/ Instagram17.81 shares528.01 likes9.86 comments
555.68 interactions26 million posts
Images::
directly on Facebook50.64 shares389.86 likes11.47 comments
451.99 interactions382 million posts
Posted to Facebook via Instgram
Posted to directly to Facebook
Day and Time
10 p.m. to 12 a.m. local time
Sunday
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Facebooks 3 PrioritiesCapitalizing on the shift to MOBILEGrowing # of marketers using AD productsMaking ads more RELEVANT & EFFECTIVE
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Social STATSFacebook = 1.65Bn users1.51Bn on mobile (>90%)51.7% only ever access on mobile 1 in 3 sales start with shoppers researching on mobilebefore buying on desktop or offline [Source: Facebook]Daily time on platforms: [Source: comScore]Facebook + Instagram + Messenger = 50 minutesYouTube = 17 minutesLinkedIn = 2 minutesTwitter = 1 minute
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Gen Z YouTube
Favorite appFavorite channelJamie Gutfreund, Global CMO, Wunderman | Marketo #MKTGnation
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
The challenge
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Declining reach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Organic reach = 1-6%Seeing your content
Not seeing your content
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
36
HOW the Facebook News Feed works100k weights in the algos#1 input?Who you friend +Which publishers you followEach update gets analyzed one at a timePhotos, videos, relationship, previous engagement, history, recency
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
37
Create more VIDEOStorytellingVideo tools:AnimotoAdobe Spark Video
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
38
Anemos Greek CuisineOwner, Helen ArvanitisPersonal, relatableUpbeat musicSome text overlaySimple to shootAnimoto for Business$100 boost11k views, 28 shares
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Examples using Animoto
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Use animated effectsMobile animations: Spark PostRiplLumyer
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
42
Facebook video tipsCatch attention in the first 3-secondsFocus on quality from the first frameCreate for sound-offCaptions or lower thirdsEdit after uploadAdd a video CTAChoose thumbnailAdd keywords/tags + captions360 video?
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
43
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Test & analyze
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Engagement is the best measure of how much you video resonated with your audience. If you can understand what types of videos cause viewers to take action, you can better match your content to your audience and reach new people.
If a video has a high negative feedback rate, figure out why and take action. You are likely to also see some negative feedback on any post with high reach numbers, but if you see a spike in negative feedback for a particular post you should work to understand the root cause.
47
Use Facebook LIVE oftenLIVE television in your pocketNEW cable TV!Video ideas:NewsHow ToBehind-the-scenesProduct DemosQ&AWeekly showCustomer spotlight
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Facebook Live tipsShort, compelling TITLEEncourage viewers to SUBSCRIBEAcknowledge commentersENGAGE your community while LIVEBroadcast for 5-20 minutes ++Reach = highest for Live videos while liveEdit your video afterwardsAdd a CTA
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Broadcast Facebook Live via DesktopMulti-personShare Skype interviewShare Blab chatShare desktopOBS Studio freeWirecast
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
54
Craft posts for maximize SHARESIncrease sharability factorMake your audience look good when sharingSTORYTELLING vs. boring corporate adsContent: as RELEVANT & TIMELY as friends contentPost outside business hoursPost more content?Counterintuitive = post less content
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
55
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Research popular posts
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
57
Design for FAST mobile load time Instant Articles (loads 10x faster)Canvas adsCompare to Snapchat FULL SCREEN, immersive
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
See: https://blog.bufferapp.com/facebook-instant-articles58
MOBILEIn 1999 willing to wait 8 secondsBy 2010: 57% abandon at 3 seconds
Source: Shopify
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
58% of mobile users say they expect their mobile website to load almost as fast to even faster than the experience they get on their desktop browser. Source: https://www.shopify.com/enterprise/60726275-page-speed-are-slow-loading-pages-killing-your-growth59
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
ENGAGEMENT is Queen! Build communityWarm, personal, humanUse first namesUse tags (remove last name)Moderators always sign off with their first nameAcknowledge shares
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Passion Page - example
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
BOOST Your Facebook PostsFacebook is the #1 advertising optionEstimated 93% VALID users, real profile of real peopleFacebook Ads is a HUBMobile (news feed)Desktop (news feed + right rail)MessengerInstagramFacebook Audience Network
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
When to Boost?SAVED audiences!!
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Ads = overwhelming for brandsObjectives, Content, KPIsCustom Audiences15 ad types1,200+ targeting options/criteriaTracking pixelsOver 90% of Fortune 500 companies are not doing Facebook ads right. @mixpo
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Get HELP! Do your due diligence Work with the BEST fit for your needsAsk for case studies, results
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Connect with MariFacebook: @marismithTwitter: @marismithInstagram: @mari_smithSnapchat: @marismithchatLinkedIn: marismithWeb: marismith.com
Page #
@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach