2017 was a yr of experimentation.
We have been dedicated to shifting our whole social media technique to develop our viewership and viewers, whereas persevering with to have interaction with our viewers the place, when, and the way they wished.
To efficiently do that, we spent the yr experimenting with the way to greatest ship content material on all platforms, notably on Fb.
We succeeded in some dangers and failed in others. It was a hefty enterprise.
Right here, we’ve compiled our 5 greatest social media classes from 2017. We’re hopeful that these classes will put together you to efficiently shift your individual social media technique (with none of the setbacks).
Social Media Classes from 2017
- An important issue on Fb remains to be your viewers.
- Dwell or die by the primary three seconds.
- Folks need to be seen and included.
- Topical is vital.
- Native is healthier than non-native.
1. An important issue on Fb remains to be your viewers.
Fb might be intimidating for social media groups, notably these with smaller budgets. Thankfully, we discovered cash isn’t the largest issue on the subject of performing properly (which is right, for each us and our viewers).
The most important issue is your viewers, measured by means of views, view retention, and engagement.
Right here’s the deal: Fb is a discovery mannequin platform. Its major aim is to make the viewers completely satisfied. So that you’ll solely get ROI when you create high quality content material in your viewers.
For instance, we put equal cash behind a Strolling Lifeless spoof video, and a Berlin metropolis satisfaction video. We had a agency understanding of each goal audiences and posted at days and occasions greatest fitted to them.
Our viewers significantly most well-liked the Strolling Lifeless video, which meant Fb rewarded this video by increasing our attain and capturing extra viewers.
Mainly, we acquired extra bang for our buck with this video as a result of our viewers appreciated it, not as a result of we paid for it.
2. Dwell or die by the primary three seconds.
You know the way you solely have seven seconds to make a great first impression?
It’s even shorter for video.
It’s crucial to have interaction your viewers within the first three seconds of your video, otherwise you’ll lose them. So we targeted on telling our whole story in three seconds, after which retelling it with extra element all through the remainder of the video.
The higher we turned at optimizing the primary three seconds, the extra our common watch time elevated.
three. Folks simply need to be seen and included.
The extra our movies dug into a particular, focused viewers, the higher they carried out. Right here’s why: we imagine if somebody can affirm their id by means of a chunk of content material (like an entrepreneur sees herself in a video about “high 5 traits for entrepreneurs”), then that video is extra prone to be shared, commented on, and appreciated.
Individuals are vocal in communities that strongly correlate to their identities and relate to their passions. Primarily, they need to really feel included and seen on content material that pertains to them.
The “high 5 traits for entrepreneurs” video may alienate a broader viewers (those that don’t determine with the qualifier “entrepreneur”), nevertheless it encourages an entrepreneur viewers to be extra vocal: to share their opinions, tag their buddies, and share the video on their pages.
And, like we’ve mentioned, viewers engagement is vital to success.
four. Topical is vital.
When one thing actually massive, good or unhealthy, is circulating the information shops, you’ve in all probability observed the results in your newsfeed: as an alternative of pet movies and a pal’s engagement photos, you’ll primarily see content material associated to that occasion.
Each Fb and Fb viewers are desirous about seeing content material that’s most related in that point and place.
It’s vital to grasp that information, seasons, cultural occasions, and holidays can have an effect on whether or not or not your video performs properly. When evaluating your video’s efficiency, hold this in thoughts.
5. Native is healthier than non-native.
Though we had our hunches, we wished to confirm whether or not individuals really favor native content material to non-native content material.
For a very long time, HubSpot’s Fb web page consisted primarily of non-native video content material and hyperlink posts. We determined to check one in every of these non-native video posts with a local video virtually equivalent in content material.
We had a transparent winner: Fb as a platform, and Fb’s viewers base, clearly favored native video content material. The native video was considered virtually 160x greater than the non-native hyperlink.
This supported our dedication to a significant technique shift, each in 2017 and sooner or later.
Large Takeaway for Your Enterprise:
In 2017, we targeted totally on video as our content material format, and totally on Fb as our platform. We made these selections strategically: Fb is the place the vast majority of our viewers lives, and movies are well-received by this viewers.
So that you can discover the identical degree of success, you additionally have to dig deep to grasp the place your viewers lives, and which content material format your viewers prefers. It’d look completely different than ours, and it’d require you to shift in a distinct course than we did.
It’d even take you a yr’s-worth of trial and error (however hopefully, with the following tips, rather less error).
Wanting Ahead to 2018
Now that we’ve succeeded in producing high-quality native content material that engages and grows our viewers, we need to do the identical factor in 2018: solely higher, larger, and extra.
Right here’s the actual backside line: don’t lose sight of what your numbers really imply. Getting views, feedback, and likes on Fb isn’t about “successful” at Fb, it’s about creating robust relationships between your viewers and your model.
And focusing on adverts, optimizing content material, and discovering the precise group to have interaction with isn’t nearly “spending your cash correctly.” It’s additionally about discovering the precise leads, the place and once they need to be discovered.
Dig into that, and try for ceiling-breaking leads to 2018.