30. Page 30@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Facebook’s 3 Priorities
Capitalizing on the shift to MOBILE
Growing # of marketers using AD products
Making ads more RELEVANT & EFFECTIVE
31. Page 31@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Social STATS
Facebook = 1.65Bn users
1.51Bn on mobile (>90%)
51.7% only ever access on mobile
1 in 3 sales start with shoppers researching on mobile…
…before buying on desktop or offline [Source: Facebook]
Daily time on platforms: [Source: comScore]
Facebook + Instagram + Messenger = 50 minutes
YouTube = 17 minutes
LinkedIn = 2 minutes
Twitter = 1 minute
32. Page 32@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Gen Z ❤️ YouTube
Favorite app
Favorite channel
Jamie Gutfreund, Global CMO, Wunderman | Marketo #MKTGnation
37. Page 37@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
HOW the Facebook News Feed works
100k weights in the algos
#1 input?
Who you friend +
Which publishers you follow
Each update gets analyzed one at a time
Photos, videos, relationship, previous engagement, history,
recency
38. Page 38@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❶ Create more VIDEO
Storytelling
Video tools:
Animoto
Adobe Spark Video
39. Page 39@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Anemos Greek Cuisine
Owner, Helen Arvanitis
Personal, relatable
Upbeat music
Some text overlay
Simple to shoot
Animoto for Business
$100 boost
11k views, 28 shares
42. Page 42@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Use animated effects
Mobile animations:
Spark Post
Ripl
Lumyer
43. Page 43@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Facebook video tips
Catch attention in the first 3-seconds
Focus on quality from the first frame
Create for sound-off
Captions or lower thirds
Edit after upload
Add a video CTA
Choose thumbnail
Add keywords/tags + captions
360 video?
48. Page 48@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❷ Use Facebook LIVE often
‘LIVE television in your pocket’
NEW cable TV!
Video ideas:
News
How To
Behind-the-scenes
Product Demos
Q&A
Weekly ‘show’
Customer spotlight
51. Page 51@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Facebook Live tips
Short, compelling TITLE
Encourage viewers to SUBSCRIBE
Acknowledge commenters
ENGAGE your community while LIVE
Broadcast for 5-20 minutes ++
Reach = highest for Live videos while live
Edit your video afterwards
Add a CTA
54. Page 54@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Broadcast Facebook Live via Desktop
Multi-person
Share Skype interview
Share Blab chat
Share desktop
OBS Studio – free
Wirecast
55. Page 55@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❸ Craft posts for maximize SHARES
Increase ‘sharability’ factor
Make your audience look good when sharing
STORYTELLING vs. boring corporate ads
Content: as RELEVANT & TIMELY as friends’ content
Post outside business hours
Post more content?
Counterintuitive = post less content
61. Page 61@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❺ ENGAGEMENT is Queen! ♕
Build community
Warm, personal, human
Use first names
Use tags (remove last name)
Moderators always sign off with their first name
Acknowledge shares
63. Page 63@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❻ BOOST Your Facebook Posts
Facebook is the #1 advertising option
Estimated 93% VALID users, real profile of real people
Facebook Ads is a HUB
Mobile (news feed)
Desktop (news feed + right rail)
Messenger
Instagram
Facebook Audience Network
64. Page 64@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
When to Boost?
SAVED audiences!!
65. Page 65@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Ads = overwhelming for brands
Objectives, Content, KPIs
Custom Audiences
15 ad types
1,200+ targeting options/criteria
Tracking pixels
“Over 90% of Fortune 500
companies are not doing
Facebook ads right.” @mixpo
66. Page 66@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❼ Get HELP!
Do your due diligence
Work with the BEST fit for your needs
Ask for case studies, results
Engagement is the best measure of how much you video resonated with your audience. If you can understand what types of videos cause viewers to take action, you can better match your content to your audience and reach new people.
If a video has a high negative feedback rate, figure out why and take action. You are likely to also see some negative feedback on any post with high reach numbers, but if you see a spike in negative feedback for a particular post you should work to understand the root cause.
58% of mobile users say they expect their mobile website to load almost as fast to even faster than the experience they get on their desktop browser.
Source: https://www.shopify.com/enterprise/60726275-page-speed-are-slow-loading-pages-killing-your-growth