We had the pleasure of speaking to one of the best creators on Facebook, to help understand how the virality factor is changing the dynamics of Digital Marketing and helping creators go big in 2020. The Facebook page ‘Most Amazing Videos On the Internet” was started back in 2014 with the end goal of engaging more audiences and providing them with the best content out there.
Step #1: Use reactive storytelling
There is a simple insight into human behavior that many marketers don’t realize is being used by many of the top brands around the world. This tactic is what I call reactive storytelling and is something utilized in the status update found at the top of this post from Skittles. The tactic is simple yet one of the most effective and sure-fire approaches to generating a little buzz.
It’s a communication tactic that I call Reactive storytelling. It’s the intentional integration of a top of mind story or idea with a compelling marketing message that your audience finds relevant and compelling. In the update from Skittles, they recognized that landing on Mars was a top of mind story and that clever copy “Send Your Rainbow Rover – Right Over” along with a photo of their product would spark a reaction.
The results were quite impressive. More than 5,000 likes and over 200 shares from a variety of different Facebook users. This one post would have generated more than 50,000 impressions and that’s not including the profiles that are listed as private. Skittles aren’t the only brands using this approach.
Step #2: Be creative with your call to actions
You may have a great following on Facebook and…you may have used responsive storytelling to get there. That’s great. But you can always be better.
Sparking conversations solely from sharing great content is awesome. However, sparking conversations with great content and a unique call to action is even better. Why is it better? Because it’s an easy way to increase the number of likes on a post.
After a reader sees a call to action telling them to “Like” or “Share” this post from a brand they have a relationship with, they often listen.
And after that, your content is in front of their friends. And their friends.
But don’t stop with a simple “Like this post” update. Be unique like Madden NFL and give people options that are less about you and more about them.
Step #3: Get Personal using location & language filters
If I ever had a trick that I hold close to my heart this would be it. It’s one that not many people utilize but it’s one that can be a game changer.
Boom. That’s it.
Control the reach of your post based on location or language. Sounds simple? It is. But it’s also a great way to deliver very niche and relevant messages to a specific audience. For example, do you have both Toronto Maple Leaf and Montreal Canadian Fans on your page? If so, most likely, they’ll live in the hometown of that respective team. Thus, it would be smart to target a “Go Leafs!” update specifically to people in Toronto and a “Go Canadians!” post specifically to those found in Montreal.
Keep in mind that at the end of the day, you’re writing, creating and developing these great status updates to raise awareness and increase engagement on your page. There are tons of other strategies to generate awareness on Facebook but these three are some of my favourite tips.
If you have a Facebook page for your brand, you have to take the time and tell a compelling story. If you don’t have the time, don’t waste your customers time by filling up their newsfeeds with boring content. Or if you are willing to spend money to tell your story effectively, hire someone to help you plan and develop compelling content.
Remember, making a viral post isn’t impossible. However, sustaining a loyal following without a compelling story is.