With all the digital focus being on Instagram lately, we have seen Facebook marketing take a bit of a backseat. Maybe you’ve noticed that the companies you follow (or even perhaps, your own) seem to care less about their Facebook strategy. Maybe it's recycled content or less than inspiring ads, many brands seem to be spending less time on Facebook and more time on the quick and digestible content that lives on IG. At Think, we still love Facebook for everything it is and everything it does for our brand. So we thought we should remind you why Facebook marketing should still be a priority in 2019. We’ve rounded up some great strategies to reinspire your FB presence and focus on new Facebook trends.
1. Ditch the same content
We understand that sharing the same content on Facebook as you do on Instagram or other social platforms is sometimes necessary (i.e. blog posts, sales, announcements, etc). However, ditch the copy and paste method and opt for a personalized message for each account. For example, on Instagram, you will likely call to action the link in your bio, where, with Facebook, you have the ability to directly link a clickable website. Make sure you’re not making the mistakes of simply transferring the content (see: posting on IG and clicking that tempting “share to Facebook” button).
With blogs, utilize multiple image assets and unique captions to keep content fresh. For graphics, make separate ones for Facebook and Instagram. Taking the little steps to change the content so it works seamlessly for multiple platforms is the way to keep your audience’s attention.
2. Schedule content directly to Facebook
As a social media manager, I often fall for the idea that all my social scheduling needs to be done right in the same place. While it seems like the simple solution, I actually recommend keeping Facebook scheduling separate and doing it directly from the site. To be honest, Facebook’s Business Manager has many-a-time been a source of wanting to rip my hair out (seriously, has anyone else ever been personally victimized by FB Business Manager?), but recently, they have added some great features. My favorite is their publishing tools. This allows me to schedule my content right there on facebook.com - which means I get to use all of Facebook's cool features like tagging a location, a business, and giving my post a mood/action/feeling. The social scheduling apps I have come across don’t let me do that. Most of the time, when you schedule a FB post through a third-party manager, when you add a link - it will post as the link but won’t give a preview. One of my favorite things about Facebook is that when I post a link, it will pull an asset from the link, making the article feel more engaging.
3. Tag everything you can
Once you start scheduling content directly through Facebook, you get the opportunity to tag companies right in the posts. Recently, I wrote a blog from La Colombe coffee house in Washington, D.C. and when promoting the blog on Facebook, I gave them a location tag. These little opportunities should be seen as the ability to get more exposure, views, and engagement. You never know who is looking at those tags and those locations! I tend to think about this as Facebook’s version of hashtags. While hashtags are clickable on Facebook, I haven’t had much success with them. Have you? Let me know.
4. Follow the Facebook trend reports
The best (and also the hardest) part of social media is that everything is always changing and varies from platform to platform. The best way to keep up is to stay engaged in the conversation. In December, Facebook actually released a 2019 trends report, and I highly recommend checking it out.
As you likely know, Think Media is always hyper focused on the natural products/beauty industry, and Facebook hit the nail on the head with this one. They break down 2019 trends in ecommerce, beauty, food and drink, and many more. Keeping a pulse on your industry will keep you moving forward. Each section has some trending keywords, so find your niche and write up some blogs/social content on the topics that your consumers are talking about.
Facebook is a great way to continue two way dialogue between you and the consumer. So keep the conversation going. Get out there and get that growth.