Tag: Facebook

Tips to Increase Facebook Organic Reach

Facebook engagement rates are rising. But the platform’s organic reach is going down – not just down because it is showing a rapid decline. There are two main reasons why organic reach is declining on Facebook. First, the platform published more content today than ever. Every minute, there are 293,000 statuses and 510,000 comments posted on Facebook. As such, people’s attention is divided into a lot of content decreasing reach among Facebook posts. Second, Facebook has personalized news feeds. Content is tailored based on the user’s interests and preferences for a better experience. Thus, only content that matches them reaches selected users. This decreases the organic reach of irrelevant content. According to a digital marketing speaker Hong Kong, while the obvious answer to boost Facebook reach is paid ads, there are a number of ways you can do to boost organic reach. How? Here are some tips. 

WHAT IS FACEBOOK ORGANIC REACH?

social media agency Hong Kong defines reach as how many people saw an online post. It is also called a “unique impression” because impressions are counted as multiple views per user. Reach only counts the number of users. There are 2 types of reach on Facebook. Organic reach is the number of users who saw content without paid distribution. Your Facebook friends and followers plus their Facebook friends and followers might have seen your posts. Paid reach, on the other hand, are users who saw your content because of paid promotions. Through ad targeting options, it reaches people with the same activities, demographics, interests, and preferences. Facebook organic reach is very important to boost brand awareness and drive traffic to business websites. Without a cost, they can help find leads and direct them into the sales funnel of brands and businesses. This is very important because, without leads, you may not have the chance to convert. 

TIPS TO INCREASE FACEBOOK ORGANIC REACH

Here are some helpful tips to increase Facebook’s organic reach.

Be Authentic When Going Live

A video marketing agency Hong Kong notes that Facebook Live is a superior vehicle to reach more customers. What’s better is they also get the best engagements. Live videos allow you to connect to your audiences in real-time. It is your opportunity to answer their questions right then and there. Once you go on a live broadcast, your followers and friends will be able to view it. Their followers and friends can also join as they share your live video on Facebook. Facebook’s algorithm will also suggest live videos to other people with similar interests. That is why it’s getting plenty of engagements and views. Besides, people are more likely to spend a longer time watching Facebook live than recorded videos. Last year, there were 2 billion viewers of Facebook live. Their search popularity increased by 330% and they produce 6x more interactions than traditional videos.

Find the Best Times to Post

Reaching the right audience at the right time also matters to boost Facebook’s organic reach. You may not want to post at 4:00 AM when everybody is sleeping soundly. Sharing an article in the middle of the night may get it lost on Facebook’s news feeds. Studies showed that the best time to post on Facebook is between 11:00 AM and 4:00 PM from Tuesday to Sunday. Monday seems to be a busy day for most people as it is the start of the workweek. As such, their attention and time are covered by work and other stuff rather than browsing on social media. Posting the right content at the right time can definitely increase your Facebook organic reach.

Mix Up Your Post Formats

To extend your organic reach, it may work to test out Facebook’s variety of post formats. Your target audiences may no longer find blogs and images interesting. They need to see a new content format that excites them. You can use GIFs, infographics, memes, quotes, and Stories to refresh the content of your Facebook pages. Your audience will also love a link post that highlights something they love. Recently, rolled-out formats like 360 videos and creative AR effects can get you on top of news feeds. By tracking the average reach of each format, you’ll also know which type works best.

Try a User-Generated (UGC) Campaign

Word of mouth is the best form of advertising. At Facebook, it is one best way to increase organic reach. Turn your happy customers’ posts into an invitation for others to see how wonderful your brand is. People are more interested in seeing reviews and testimonials from family, friends, and influencers. To get them more excited, try the following UGC campaigns:

  • Invite customers to review a product and share the best ones highlighting the product’s values.
  • Launch UGC contests featuring photos and videos of your brand. 
  • Request customers to participate in a brand hashtag campaign. 

Reference: https://www.falcon.io/insights-hub/topics/social-media-strategy/increase-organic-facebook-reach-tips/

When to Use Each Facebook Ad Campaign Objective

Facebook is the number one social media platform when it comes to popularity, size, and usage. With roughly 2.85 billion monthly active users, every marketer includes the king of social media in their strategy. An average Facebook user clicks around 12 ads per month. According to a social media agency Hong Kong, clicks among local businesses have increased due to the COVID-19 pandemic. Around 2/3 of Facebook users visit a local business page once a week. For brands and businesses to optimize their Facebook ads, they should know when to use each campaign objective. Here’s a glimpse of how to do it.

WHAT ARE FACEBOOK AD CAMPAIGN OBJECTIVES?

A digital marketing speaker Hong Kong defines Facebook Ad Campaign Objectives as goals that a business wants to achieve when launching an ad or campaign within the platform. They are divided into three broad categories:

  • Awareness to generate interest in their products and services
  • Consideration to get people to seek more information about the brand or business
  • Conversion to encourage people to buy their products and services

Under these 3 broad categories are specific goals as follows:

  • Awareness.
  • Brand awareness aims to boost the number of people who know the brand or service.
  • Reach aims to show an ad to as many people within the target audience group.
  • Consideration.
  • App installs aim to direct people to a store where they can download a business app.
  • Engagement aims to influence people to comment, like, or share the content.
  • Lead generation aims to collect information about people which can be used for future ads and campaigns.
  • Messages aim to connect with your target audience via messaging apps.
  • Traffic aims to drive people to visit the business blog site or website.
  • Video views aim to invite people to share the videos of your business.
  • Conversion.
  • Catalog sales aim to generate sales by showing product catalogs.
  • Conversions aim to encourage people to take actions like add items to a cart, call a business, download an app, subscribe to a newsletter, etc.
  • Store traffic aims to promote a brand’s physical store and drive people nearby.

The Facebook Ad Campaign Objective you select shows what action you want people to do after seeing your ads. Based on these objectives, the Facebook algorithm will show the ads to people who are most likely to take those actions. That is why it is very critical to choose the right campaign objective that aligns with your business goals.

WHEN TO USE EACH FACEBOOK AD CAMPAIGN OBJECTIVE?

As mentioned, a Facebook Ad Campaign Objective tells the platform what you want people to do. Based on its algorithm and the chosen objective, Facebook will show your ads and campaign to the people who will most likely do it. If you choose a wrong objective, Facebook may show your ads to the wrong people. This is the reason why you should be very careful in choosing the right goal. 

Awareness Objectives

These are optimized for impressions. This is for your ads to be shown to the largest number of people within your target audiences. Clicks, comments, likes, and shares for these ads will be typically low. If your goal is to boost sales or drive traffic, don’t choose this objective. The main goal under this category is to build people’s interest. 

  • Brand awareness is a good option if a business wants to build a memorable brand. Through it, they can measure “ad recall lift.” This goal is commonly used by large brands to measure ad lifts and by smaller brands to increase awareness.
  • Reach is a good choice if a business is organizing an event or an upcoming product launch. Businesses can get many eyes on the ads without expecting any action. However, if the goal is to influence people in buying advance tickets for the event, this may not be a suitable campaign objective.

Consideration Objectives

These are designed for low-intent actions. Besides conversions and sales, this category helps your business to prompt people in taking actions such as:

  • App installation
  • Engagement – Comment, Like, or Share a post. Use this objective if you want to add social proofs, boost sign-ups for Facebook events, or increase your number of followers. 
  • Lead Generation – Fill up an information form, subscribe to an email list, etc.
  • Messages – Connect to a business via Messenger, IG Direct, or WhatsApp.
  • Traffic – Drive people to visit your blog site or website.
  • Video Views – Invite people to watch and share your business videos. For a video marketing agency Hong Kong, Facebook is one of the top three platforms on video marketing. Video views are a perfect campaign objective if to get more views on Facebook Live replays and introductory videos about a brand. 

If your goal is to drive conversions and sales, this campaign objective brings the risk of low-quality leads.

Conversion Objectives

Conversion objectives on Facebook lead to higher link clicks and quality leads. They aim to encourage people to buy and use your products and services. It is important to set these ads up properly and take all costs into account.

  • Catalog Sales is a good choice if you have a large number of products and services that you want to present to your target audiences. They are known as dynamic ads on Facebook. Dynamic ads retarget audiences after they completed a purchase on a specific brand. These ads will show relevant items that the buyer may use to enhance his or her previous purchase.
  • Conversions are typically the best campaign objective to start with. But to use this goal, you will need to install Facebook Conversions API and Pixel on your website. You will also need to configure your events under the Events Manager. Once these are accomplished, you can optimize both your ads and events conversion using this goal.
  • Store Traffic is perfect when your business has more than one store branch and you want to drive people nearby to visit these stores. The only thing you need to do is add all your store locations on your Facebook Page together with their hours of operation. Using a specific radius, Facebook will show your ads to local target audiences closest to your stores.

THE BOTTOM LINE

One of the biggest mistakes that a business can make is choosing the wrong Facebook Ad Campaign Objective. By understanding how each campaign objective works, you can choose the right one that aligns with your business goal. To get the best results, experiment on different campaign objectives in your Facebook ads. 

Reference: https://www.socialmediaexaminer.com/11-facebook-ads-campaign-objectives-and-when-to-use-them/

Facebook Social Skills Video Series

Last March 2021, the best social media brands on Facebook shared their secrets to success. This is through a series of Social Skills videos hosted by Facebook for Business. Each episode was launched every Wednesday from 24 March 2021 to 30 April 2021. Facebook has recorded 2.85 billion monthly active users in Q1 of 2021. This makes it more important for brands to enhance their social media management skills within the platform. According to a digital marketing speaker Hong Kong, social media management is the process of analyzing the audience behavior on social media platforms. Its main goal is to develop a strategy tailored to their interests and needs. On the other hand, its end goal is to drive better brand performances and return of investments (ROI).

Facebook Social Skills Video – Episode 1

Episode 1 of the Facebook Social Skills Video was hosted by Sana Javeri Kadri, the CEO and founder of Diaspora Co. The company was founded in 2017 to help Indian farmers market organic spices to global consumers. When Sana moved to the USA, she only knew two people – her two aunts where she was staying with. She started the business by creating an Instagram business profile for Diaspora. Most of Diaspora’s IG posts revolve around content that speaks about the company culture. Later on, Diaspora opened up a digital shop on the said page. Such an Instagram Shop has helped Sana integrate the business with its brand story. Here’s where she discovered that their followers craved ideas and inspiration on how to use the spices. This gave birth to the Diaspora Kitchen. It is a place where they feature cooking videos of community members highlighting how their spices add flavor to the food. The campaign ran for 4 weeks and produced amazing business results. A video marketing agency Hong Kong noted that Diaspora has successfully harnessed the power of storytelling to build a community of consumers and farmers. Diaspora Kitchen reaches out to food bloggers, recipe testers, and shoppers in an organic way.

Facebook Social Skills Video – Episode 2

Episode 2 of the Facebook Social Skills Video was hosted by Laurise McMillian, the head of social media management for a Facebook group of black millennial women – Unbothered. The episode highlighted “Community Building” as an important social skill in Facebook marketing. Lauren provided three tips to build successful Facebook and Instagram communities:

  • Crowdsource UGCs. User-generated content is an important community-building tool. They are the perfect way to build an online presence by collaborating with a brand’s loyal followers. Just like Unbothered’s “Black Friday” featuring start-up companies owned by budding black women entrepreneurs.
  • Enforce brand consistency for a consistent feel and look. Lauren discussed how consistency played a big role to brand recognition with Refinery 29, an online shop for women where Lauren works for. Here, they have what they call a “Bible”, a brand guideline with clear parameters on visual specifications. 
  • Experiment with Creator Studio. Lauren noted that Facebook and Instagram Creator Studio can be very helpful in experimenting with content. It also helps creators collaborate and connect to their audiences thru direct messages.

Facebook Social Skills Video – Episode 3

Episode 3 of the Facebook Social Skills Video was hosted by the Director/Founder of Mainstream Online Buzz (MOB ), Jolene Sim. MOB was initially a print ad agency when it was founded in June 2010. To get a steady supply of clients, the company was forced to offer bundled services of print ads and social media campaigns. They then shifted their focus to digital marketing. They now served clients in Indonesia, Malaysia, Singapore, Thailand, and Vietnam. Like a social media agency Hong Kong, MOB’s keynotes in ad placement are the following:

  • Facebook Ads. Here, Jolene noted the importance of setting specific goals for each ad placement. This is to maximize the return of investment (ROI).
  • Dynamic Ads. Dynamic Ads allow brands to do an A/B experiment over a single campaign. This can help brands determine the best ads that can drive sales and generate leads.
  • Messenger Ads. Messenger bot ads are a great way to build connections within the Facebook community. They can provide customer service support 24/7 with faster and more natural interactions.

Facebook Social Skills Video – Episode 4

Episode 4 of the Facebook Social Skills Video was hosted by:

  • Jarvis Macchi, the Head of Social Media for Luxottica
  • Roberta Merlino, Social Community Manager for Persol
  • Roberto Di Raffaele, Brand Lead of Persol

Persol is a luxury eyewear brand manufactured by Luxoticca. The video highlighted the importance of audience engagement as a social skill. To boost audience engagement, the team of three gave the following tips:

  • Brands need to identify their target audience. This helps them customize their ads and campaign according to their interests and needs. As such, it boosts brand awareness and conversions.
  • It is also important for brands to listen to social media communities. Insights from these communities can guide brands to a better marketing strategy.
  • Organic ads promote paid advertising. By creating organic content that delivers relevant values, paid ads have greater chances to perform well. 

Facebook Social Skills Video – Episode 5

Episode 5 of the Facebook Social Skills Video was hosted by the senior global social marketing manager of GoPro, Kate Marin Lander. For a brand to effectively perform in social media, Kate provided the following tips.  

  • GoPro integrates Facebook Shops with short-form videos to drive education and sales among its customers. 
  • Point-of-View Clips and UGC videos are awesome opportunities to inform customers about the benefits of a brand or product. GoPro created a site where customers can learn and upload videos using their GoPro cameras. The winning videos each month have proven to perform well. 
  • Social media content doesn’t need to be perfect but A/B testing can polish content to make them more authentic and natural to the audiences.

Facebook Social Skills Video – Episode 6

Episode 6 of the Facebook Social Skills Video was hosted by Joshua Kong, the regional manager of Elixus. In the video, Josh highlighted the importance of learning Facebook algorithms to optimize brand marketing. He said that knowing how to measure KPIs and ROIs can help shape future marketing strategies for the better. To strengthen brand marketing, here are three tips from Josh:

  • Use visuals to grow a brand’s audiences. Images and visuals have a higher engagement rate on Facebook and Instagram. The fresh and eye-catching elements capturing the attention of target audiences.
  • Use customer segmentation to successfully pair ads and campaigns with the right customers. Elixus groups its customers into four categories:
    • People who don’t know anything about the brand
    • People who have recently discovered the brand
    • People who have higher buying intents
    • Existing customers of the brand
  • Use Facebook Analytics to track data. These insights can help brands improve ad creation and targeting.