As a B2B company we primarily stick to Twitter, LinkedIn and Google+ as our preferred social media pages, but that doesn’t stop us providing the thousands of businesses who use Facebook with top tips and trends.
We recently discovered that Facebook is larger than ANY TV network (10 times larger than the biggest TV channel in the world), and is also disrupting the video giant YouTube. Although we know that email is a medium that most likely will never die out, it’s clear to see that Facebook is hot on the heels of a number of traditional communication methods – could we be communicating with CEO’s and MD’s over Facebook Messenger in years to come?! An interesting thought, however for now, we are going to focus on the ‘right now’ of Facebook and find out the tips and tricks to consider for 2016.
Facebook is fast becoming very video dominated, so if you have a corporate video for your business, it is highly recommend that you upload it. We’re all aware of how easily (and quickly) videos go viral on Facebook, with our newsfeed’s constantly clogged with dancing cats and laughing babies – but could your business’ video go viral? Realistically, it’s not going to surpass the dancing cats, but more and more people are watching videos on Facebook due to its instant play feature, so it’s definitely worth getting your video out there.
Facebook is also becoming very image orientated, granted not as much as the likes of Instagram and Pinterest, but with 63% of its users being visual learners, it’s been shown that posts with images have 2.3 times more engagement and 70% more shares than those that don’t. So, when you’re drafting your businesses Facebook posts, throw an image or two in there, whether it’s a funny quote or even a team photo; people like pictures!
Something set to be rolled out to Facebook in the UK this year is ‘Instant Articles’. They’re fast loading articles, specifically 10 times faster than average articles and are highly engaging – people don’t like to wait, so if an article appears immediately they’re more likely to read it. Keep your eyes peeled for this new feature, as it could be the difference between followers reading your posts or ignoring them.
Another tip to make note of this year is the importance of response time. Facebook is now rewarding people with a fast response to comments or messages on their Facebook, and if you answer within a median of 5 minutes, you get a little logo to highlight your reply quickly. If you’re lucky enough to have an in-house social media team then this is definitely possible, but for many businesses, especially SME’s, replying to everything within 5 minutes is just not realistic, and it is likely that your followers wont expect this either. So, although it’s nice to be acknowledged, seeing as Facebook doesn’t penalise you for slow response time (yet) we don’t think it’s something of high priority.
As you are probably aware, organic reach is declining at a rapid rate. Organic reach is the amount of people that see or interact with your posts without paying Facebook to advertise, but unfortunately for SME’s Facebook is vastly becoming a ‘pay to play’ platform. This also means that the relevance of how many ‘likes’ your Facebook page has is dropping, because Facebook want you to pay for them to see it, something that doesn’t seem very fair especially for small businesses with minimal budget to spend on marketing, who turn to platforms like Facebook to market themselves for free.
With this in mind, it is important to take note of what the Facebook algorithm likes and dislikes, in order to tailor your posts to gain the most reach possible. We feel that there is a balance to be found between organic and paid reach, if you have a little spare budget it’s definitely worth throwing £20 on a Facebook advertisement as the results are noticeable, but when it comes to paying to boost reach on every post it’s most likely not worth it when you can turn those funds to more targeted marketing such as direct mail.