With the changes on Facebook Atticus Blog algorithm, it has become increasingly difficult for marketers to reach and engage with their target audience. Since earlier this year, the number of interactions of photos and link posts has been on a decline. In June 2016, Facebook announced a change in their algorithm to favour posts in newsfeeds that come from friends and family members over fan pages by brands and publishers. Two months later, they announced another change to marginalise click bait stories and keep the newsfeed reader-centric. However, this doesn’t mean that social media marketers should give up on organic content strategy. Rather, they should figure out how to get regular users who are many ‘friends and families’ to share and engage with their content. Here are five useful tips that can help marketers create content that users will share and interact with. 1. Be personable and appeal to emotions The first important ingredient of great content is that it can create connections and empathy between the content and the content consumer. In general, most people are only interested in things they can relate to. They will share things that make them think, “This is so true and related to my experience”. A great example of this would be the highly popular posts you see on Thought Catalog, which often achieve virality because others can relate to them.
Besides being relatable, it is also important to evoke strong emotions. For instance, videos that have gone viral all over Asia include the tear-inducing ones created by advertising agencies in Thailand and Petronas’ famous holiday films. These videos often tug at the heartstrings of their readers and also relate to the experiences they have in their romantic lives, friendships and family. Besides sadness and warmth, other emotions that can trigger sharing and interactions include righteous anger, surprise and humour. 2.
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Help people gain social currency Social currency is the idea that people who engage on social media sites do so to enhance their own identity, status, or recognition. In other words, people consciously shape their online persona by the types of things they share. If they wish to look good in front of their peers (which most people do), then they share content which helps them with this. Marketers can try to create content that helps users to tell others about themselves. For instance, this highly viral post “Why Generation Y Yuppies Are Unhappy” achieved a total of 803,000 shares on Facebook because it helped many millennials express their perspective, experiences and struggles which they found hard to articulate. Sharing this post gave them a quick way to express the views they agree strongly with. Another way would be for marketers to create quizzes that help users to define who they are and share it with others. Besides telling others about themselves, users of social media often want to look good and showcase their values or how kind or smart they are. To appeal to this instinct, get your audience involved in a social cause or opinion. People want and expect content they can discuss, and the more this is true, the more your content will get shared.