Facebook is facing a quandary when it comes to brand pages. While an increasing number of Facebook users are utilizing the platform on their smartphones or tablets, the Facebook tab content that brands spend so much time and money to develop are not visible to these users. We know more users prefer Facebook brand pages to brand websites and we also know that smartphone usage is on the increase.
So what is a brand to do?
Facebook app development remains an integral part of a brand's presence on Facebook. The brand immersive experiences, like sweepstakes and other fun apps are designed to engage and inspire users to share and they do. But, as brands watch more and more of their traffic come from mobile devices it may be a good time to evaluate what your brand is doing on the one part of your Facebook presence that mobile users can see: Timeline.
The best Facebook brand posts have must-see, must-share content. So how do you take your branded posts from meh to marvelous?
1. Use user generated images in your posts
I know that everyone social media expert on the planet will tell you that social media posts with an image get more attention than those that don't. But, this advice is a bit different.
Ask your community to share pictures, not highly posed shots of them holding your product at salesmanish angles, but real photos of the sort they probably already have. Pictures of their home, kids, pets and the like- whatever category is relevant to your brand. Use them in all of your posts and you will see interaction skyrocket.
People like to see themselves represented and I for one could go the rest of my life without seeing another stock photo used in a Facebook brand post. We implemented this with a client at the beginning of the year and have seen monthly unique interactions grow from a respectable 6% to a totally awesome 40%.
2. Make your posts relatable
How many times have we seen a post with copy like this: "It's back to school time! Like this post if your kids are ready for school." Ugh, snore. Sounds like the opening line of a very boring PTA meeting.
Take that basic idea and add copy with an accompanying image that the mom you are speaking to can relate to: "Here is Barbara from Poughkeepsie enjoying her coffee in peace this morning. Like this if you are enjoying the silence of back to school time!" It's better, more from a mom point of view and the consumer you are trying to engage will have a higher likelihood of interacting with the post.
3. Create inspirational branded images
A lesson we can all learn from the popularity of Pinterest is that inspirational images get shared. That lesson applies to Facebook as well.
Take an inspirational quote about life, home, self-care whatever makes sense for your brand and put it meme style on an image (even better an image shared by a user). Ask your community to share and boom, your branding is out there being shared with a larger audience and is connected with a powerful, inspiring message which is all good. We have been using this tactic for a few months and have had some images shared 20,000+ times.
Creating better Facebook posts means higher engagement from all users, especially those viewing your brand page on a smartphone. Creating killer Facebook apps is still important, but until Facebook allows tab content to be viewed via mobile spending time creating content designed for interaction and sharing is a win.