Content according to Facebook
Wednesday last week I spent a boiling hot afternoon at Publicis UK for Cannt Be Divided Festival, an initiative that present themselves to be an antithesis to the conference happening the same week on the French Riviera.
The program presented several perspectives on communication and creativity with an emphasis on the power of connections between people.
The festival kicked off at the rooftop with refreshing drinks, followed by a session with Tim Styles, creative lead at Facebook Creative Shop.
Here are Facebook’s three pillars on creating engaging content:
Facebook value campaigns and concepts that dare to things differently. Content and campaigns that challenge conventions, that become relevant to people in an unexpected way. As a demonstration, we watched and discussed Momondo’s The DNA Journey — a fascinating video campaign that became relevant to audiences in a surprising way and managed to do so by crafting an audience-centric narrative. The concept was relatable to a broad audience, and engaging at many levels. Watch it here:
2. Highlight the Human objective
For those of you who relentlessly follow Facebook’s algorithms know that increased engagement starts with putting the people first, not the product.
Including UGC content is a great way to personalise your brand and give a voice to your community.
However, Tim Styles took a different spin on personal social media content, and showed how we can use social media share personal stories and look through the eyes of others. If you haven’t checked out AddictAid brilliant Instagram campaign yet, peep here:
3. Adding Personal Value
Building relationships should be the primary focus in your social media strategy. Social is about cultivating a community, sharing your brand story and connect with likeminded. By adding a personal value in everything you do on Facebook you’ll have a better chance to communicate with your audience. In my work, I always discuss the WIIFM factor with my clients to figure out how and why the content should matter to the community.
Here’s how Baccardi used Instagram Story to create valuable and entertaining content, and built relationships by inviting the audience to be part of the action, not just observing it.
After Tim Styles session I participated in a really interesting panel about content marketing hosted by Marcie MacLellan from Frank & Lively and Richard Hale from Google Zoo.
It was an insight-packed session, and I left with several new tools that I look forward to start implementing.
Their POV on the topic was that content today need to perceived as an advantage for the audience, not an interruption. They also pointed out that we need to remind ourselves that audiences today are clever, we can’t mislead them with product-heavy branded content.
Entertain and educate on your route towards better social media engagement. If your content is not about your audience, don’t even bother.