2017 was a year of experimentation.We were devoted to moving our whole social media method to grow our viewership and audience, while continuing to engage with our audience where, when, and how they wanted.To effectively do this, we spent the year explore ways to finest provide content on all platforms, especially on Facebook.We succeeded in some risks and stopped working in others.
It was a significant undertaking.Here, we’ve compiled our five biggest social networks lessons from 2017.
We are enthusiastic that these lessons will prepare you to successfully shift your own social networks strategy (without any of the obstacles). Social Network Lessons from 2017 The most crucial aspect on Facebook is still your audience.Live or die by the first
comes to performing well (which is ideal, for both
us and our audience). The most significant aspect is your audience,
measured through views, view retention, and engagement.Here’s the deal: Facebook is a discovery design platform. Its main goal is to make the audience delighted. So you’ll just get ROI if you produce quality content for your audience.For example, we put equivalent money behind a Strolling Dead spoof video, and a Berlin city pride video. We had a firm understanding of both target market and published at days and times best suited for them.Our audience considerably chose the Walking Dead video, which suggested Facebook rewarded this video by broadening our reach and recording more viewers.Basically, we got more bang for our buck with this video since our audience liked it, not because we spent for it.2. Live or die by the very first 3 seconds.You know how you only have seven seconds to make a great first impression?It’s even shorter for video.It’s important to engage your audience in the first three seconds of your video, or you’ll lose them. So we concentrated on telling our whole story in 3 seconds, and after that retelling it
with more information throughout the rest of the video.The much better we became at optimizing the first three seconds, the more our typical
watch time increased.3. Individuals simply wish to be seen
and included.The more our videos dug into a particular, targeted audience, the much better they carried out.
Here’s why: our company believe if someone can
affirm their identity through a piece of material (like an entrepreneur sees herself in a video about “top 5 qualities for entrepreneurs “), then that video is most likely to be shared, commented on, and liked.People are singing in communities that highly correlate to their identities and relate to
their passions. Essentially, they desire to feel included and seen on content that relates to them.The”top 5 traits for entrepreneurs”
video may push away a broader audience(those who do not relate to the qualifier”entrepreneur”), but it encourages an entrepreneur audience to be more vocal: to share their opinions, tag their pals, and share the video on their pages.And, like we’ve stated, audience engagement is essential to success.4. Topical is key.When something really huge, good or bad, is circulating the news outlets, you’ve most likely noticed the effects on your newsfeed: instead of puppy videos and a friend’s engagement pictures, you’ll mainly see content related to that event.Both Facebook and Facebook viewers have an interest in seeing content that is most appropriate in that time and place.It’s important to understand that news, seasons, cultural occasions, and holidays can have an influence on whether or not your video carries out well. When assessing your video’s efficiency, keep this in mind.5. Native is much better than non-native. We had our hunches, we wanted to validate whether
individuals in fact prefer native material to non-native content.For a long time, HubSpot’s
Facebook page consisted primarily of non-native video material and link posts. We chose to compare one of these non-native video posts with a native video nearly identical in content.We had a clear winner: Facebook as a platform, and Facebook’s audience base, clearly favored native video material.
The native video was seen nearly 160x more than the non-native link.This supported our commitment to a significant technique shift, both in 2017 and in the future.Big Takeaway for Your Business: In 2017, we focused primarily on video as our content format, and mostly on Facebook as our platform. We made these decisions strategically: Facebook is where the
majority of our audience lives, and videos
are favored by this audience.For you to find the exact same level of success, you likewise need to dig deep to comprehend
where your audience lives, and which content format your audience prefers. It may look various than ours, and it might require you to shift in a different instructions than we did.It might even take you a year’s-worth of trial and mistake (but hopefully, with these pointers, a little less error). Eagerly anticipating 2018 Now that we have actually been successful in producing high-quality native material that engages and grows our audience, we desire to do the exact same thing in 2018: only better, bigger, and more.Here’s the real bottom line: don’t lose sight of exactly what your numbers in fact indicate.
Getting views, remarks, and likes
on Facebook isn’t really about”winning “at Facebook, it has to do with creating strong relationships in between your audience and your brand.And targeting ads, enhancing content, and discovering the ideal neighborhood to engage with isn’t almost” spending your cash wisely.
“It’s also about finding the right leads, where when they wish to be found.Dig into that, and pursue ceiling-breaking lead to 2018.