How to make Facebook trends work for you
With the ever-changing landscape of social media trends, 2021 has already been interesting. As the rise of social media services like Tik Tok begin to become major contenders, big names like Facebook compete to stay relevant. When we look at the numbers, 2.7 billion monthly active users as of the second quarter of 2020, Facebook is still a heavy hitter. In fact, Facebook boasts that they’re the biggest social network worldwide. User-generated content is the number one source of material found on Facebook’s feed, and many companies are utilizing this resource.
User-Generated Content (UGC) and Branding
Employing content relevant to your target audience is critical, and many users love to share their content. Brands large and small have been taking advantage of sharing posts created by users with a quick thank you message. Not only does this incorporate your customer base in real-time relating to your goods and services, but it’s also completely free. So how do you ask if you can use content from a customer? The answer is simple, ask! There’s no harm in asking, and the worst they can do is say, “No.” User-generated content (UGC) is a great way to convey your interest in your audience and showcase a happy customer experience.
Moreover, an example of a company that fully embraced the concept of UGC is GoPro. While UGC is usually free to companies who ask, GoPro took the incentive a step further by offering cash awards. Winners who have the most magnificent content get their videos and photos featured through GoPro’s website and social media. However, the company still keeps all the content regardless of its award worthiness. This means paying for UGC and creating a completely free current of non-winning (still fantastic) material. GoPro fully capitalized on the idea of users generating content continually, resulting in some of the most engaging content.
Tips for UGC:
Always ask permission
Create a hashtag for customers to use when sharing photos/videos/stories
Link to the content
Trending behavior through ad copy
Long-form posts had their hay day on Instagram, and it seems Facebook audiences are now craving more ad-copy. According to Sprout Social, “Long ad copy tends to see a lower cost per action (CPA) and also gives your audience more information before they click, potentially leading to a higher likelihood of a conversion.” As advertisers, we have all had the notion drilled into our subconscious that short and sweet do the trick. Short copy, for whatever reason, has not had the conversion rates that have been trending with long ad copy. Maybe it gives the customer an insight into who is making the product or what the company’s about, but consider giving your audience more copy. If it’s what the customer wants, it must be right.
Tips for Long-form posts:
Add a testimonial or review
Paint a picture of what you’re offering with ad copy
Support your copywriting with stunning visuals
Chatbots and the power of connection
Chatbots have come a long way, and they will not be going anywhere. If you haven’t fully embraced the use of automation, then maybe it’s fear that is holding you back. Headliner Labs found that people are 3.5 times more likely to open a Facebook Message than a marketing email, and in my experience, people have become accustomed to using chatbots. Facebook’s Chatbot Messaging services allow companies to be there for their customers at all times, even if it’s after-hours. A chatbot will never be unavailable, so the customer never has to feel unattended. Even more impressive for marketers, according to HootSuite, “…Facebook Messenger has sponsored ads, which can be sent to anyone who has previously been in touch with your Page. Yes, this means that you already have a subscriber list. You can use these ads in tandem with your chatbot to target high-intent customers.” These services are not only practical, at this point in 2021, they are also expected.
Tips for utilizing Chatbot services:
Create a 24/7 customer service platform
Promote and sell goods and services
Design a dialogue that’s informative
Hashtags and clustered content
Although hashtags have evolved since their creation on Twitter, the usefulness has stayed consistent. Depending on the platform or how they’re utilized, hashtags can be helpful for your customers. When I search for something on Instagram, I look up hashtags relating to the topic. This has always been a practical way to use hashtags when searching for brands, artists, or products.
Facebook has taken to a new approach with hashtags on their platform as a way to cluster content. The clustering of content gives posts a longer shelf life, and in turn, is helpful to your customer base when searching for goods and services. So how does this clustering of content function? Facebook pulls content from Pages followed by the user, Groups, and people who use the same hashtag. Hashtags will appear like a URL slug (blue and clickable), giving the post a category. Having some organization on a platform as vast as Facebook is beneficial to customers looking for goods and services. Instead of endlessly scrolling through a feed, the customer can search to find what they’re looking for.
Tips for Hashtags on Facebook:
Be specific to categorize correctly
Don’t stuff hashtags; it won’t get more eyes on your post, and it looks tacky
Ask questions & tell stories for a trending engagement
Furthermore, asking questions and telling stories is a great way to involve your audience in a discussion. What kind of questions do you want to ask? Do you want to be tongue in cheek or more serious? Setting the tone for your brand is essential, but it’s okay to be quirky when it’s appropriate. Stories can relate to a product or something personal; it’s all up to you. Asking questions and telling stories is an opportunity to show off some company personality and allow for creativity.
Many companies take advantage of getting the audience involved in something trending, even if it’s as simple as Cinco de Mayo. For example, ask everyone what they’re doing to celebrate. Photos and videos are a great way to get eyes on your post, as they draw more attention than just copy alone. Come up with a unique question to ask your customer base and let the audience do the work.
Tips for asking questions and telling stories:
Be creative and unique
It’s okay to be quirky; just make sure it’s appropriate (April fools, anyone?)
Have fun with your company’s personality
Are you struggling with content creation and social media management? Give Swell services a try! We have a team of dedicated experts ready to help you succeed.