If Facebook were a country, its overall population of 1.28 billion active users would make it second largest in the world–bigger than India. Its mobile population of 1.01 billion active users would make it the third largest. Take a minute to breathe that in. Among those dedicated users are thousands, even millions, of brands big and small looking for ways to link into this vocal group of users to build brand equity, create viral content, and advertise to a growing population.
Wisely, Facebook, like other social platforms, has made updates to its algorithm to make sure users’ newsfeeds aren’t bombarded with only brand posts; rather, it has created a solid user experience that tailors media-rich brand posts to previous behavior. But from a brand perspective, these algorithm changes have renewed confusion about how to produce revenue from social branding efforts and to create the next viral video. How can marketers get ahead of the curve and make the biggest impact with billions of potential loyal fans? Lean in close; I want to share with you two simple, yet effective, ways.
First, you need to give people what they want. Facebook’s much-talked-about changes rewards original, media-rich content because that is what people want to see. Vine, Pinterest, Instagram, Jelly, Snapchat, Tumblr, and all of the other up-and-coming social networks involve pictures and videos. Facebook is paying attention and simply evolving to give the same to its massive audience. Brands need to follow. Indeed, images and video posts produce results. According to the “Q1 Social Intelligence Report,” released earlier this month by Adobe Digital Index, images and videos are the most engaging post types that brands can show on their feeds. Also, the recent auto-play video changes made by Facebook led to 25% year-over-year and 58% quarter-over-quarter increase in engagement with video posts.
Second, in giving people what they want, you need to give it to them when they want it. In other words, the day your brand posts matters, too. The NFL owns Sunday, TV gets Thursday, and now social media has Friday. Fridays are when 15.7% of postings and 25% of video plays occur, and it’s the day for the highest engagement (3.3%) rates, too. Clearly brand marketers would be wise to save their best content for the end of the week.
Of course, these trends can all change tomorrow. Keeping on top of algorithm changes that might impact your brand’s social reach and engagement is an imperative. If you are able to implement quick changes to your programs then you will be able to capitalize on the efforts these networks make to link up a willing consumer with a willing seller. Follow Joe Martin on Twitter and the Adobe Digital Index team for more news on social media.