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www.buzzsumo.com
Mari Smith’s
Top Tips
For Improving
Reach
On Facebook
presents...
#FBReach
Create Better Content
At BuzzSumo we help content marketers and publishers improve their content through
research, amplification and monitoring.
BuzzSumo
Providing Data for Research-driven Content Marketing
Susan Moeller
Business Development Manager @susancmoeller @buzzsumo
How to Increase Facebook Engagement with BuzzSumo and Mari Smith
Post Type
Post Type
Questions with images win!
Coupons/
Discounts
Links
Videos
Image posts
QuestionsGiveaways
Total
Interactions
Questions with images
Questions without images
Hashtags
The solution
#
Hashtags aren’t effective on Facebook
Post Length
“The most valuable
of all talents is that
of never using two
words when one will
do.”
Thomas Jefferson
Post length
Be Brief, Baby, Be Brief!
250-300+
characters
150-200
characters
100-150
characters
50-100
characters
0-50
characters
200-250
characters
Total
Interactions
SumoRank #2 world wide, top posts
SumoRank #3 world wide, top posts
YouTube Embedded Videos
53,688,345 posts analyzed
8.85 shares
125.86 likes
6.02 comments
140.75 interactions
Directly Embedded Videos
25,478,782 posts analyzed
241.98 shares
650.84 likes
58.65 comments
951.48 interactions
Video:
How to Increase Facebook Engagement with BuzzSumo and Mari Smith
YouTube
embedded
post
Posted
Directly
into
Facebook
Posted w/ Instagram
17.81 shares
528.01 likes
9.86 comments
555.68 interactions
26 million posts
Images:
:
directly on Facebook
50.64 shares
389.86 likes
11.47 comments
451.99 interactions
382 million posts
Posted to Facebook via Instgram
Posted to directly to Facebook
Day and Time
10 p.m. to 12 a.m. local time
How to Increase Facebook Engagement with BuzzSumo and Mari Smith
How to Increase Facebook Engagement with BuzzSumo and Mari Smith
How to Increase Facebook Engagement with BuzzSumo and Mari Smith
Page 28@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 29@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
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
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
Page 32@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Gen Z ❤️ YouTube
Favorite app
Favorite channel
Jamie Gutfreund, Global CMO, Wunderman | Marketo #MKTGnation
Page 33@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
The challenge
Page 34@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Declining reach
Page 35@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Organic reach = 1-6%
Seeing your content
Not seeing your content
Page 36@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
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
Page 38@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❶ Create more VIDEO
Storytelling
Video tools:
Animoto
Adobe Spark Video
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
Page 40@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Examples – using Animoto
Page 41@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 42@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Use animated effects
Mobile animations:
Spark Post
Ripl
Lumyer
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?
Page 44@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 45@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 46@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 47@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Test & analyze
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
Page 49@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 50@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
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
Page 52@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 53@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
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
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
Page 56@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 57@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Research popular posts
Page 58@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
❹ Design for FAST mobile load time
Instant Articles (loads 10x faster)
Canvas ads
Compare to Snapchat 
FULL SCREEN, immersive
Page 59@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
MOBILE
In 1999… willing to wait 8 seconds
By 2010: 57% abandon at 3 seconds
Source: Shopify
Page 60@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
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
Page 62@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Passion Page - example
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
Page 64@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
When to Boost?
SAVED audiences!!
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
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
Page 67@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Page 68@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
Connect with Mari
Facebook: @marismith
Twitter: @marismith
Instagram: @mari_smith
Snapchat: @marismithchat
LinkedIn: marismith
Web: marismith.com

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How to Increase Facebook Engagement with BuzzSumo and Mari Smith

  • 1. www.buzzsumo.com Mari Smith’s Top Tips For Improving Reach On Facebook presents... #FBReach
  • 2. Create Better Content At BuzzSumo we help content marketers and publishers improve their content through research, amplification and monitoring.
  • 3. BuzzSumo Providing Data for Research-driven Content Marketing Susan Moeller Business Development Manager @susancmoeller @buzzsumo
  • 6. Post Type Questions with images win! Coupons/ Discounts Links Videos Image posts QuestionsGiveaways Total Interactions
  • 13. “The most valuable of all talents is that of never using two words when one will do.” Thomas Jefferson
  • 14. Post length Be Brief, Baby, Be Brief! 250-300+ characters 150-200 characters 100-150 characters 50-100 characters 0-50 characters 200-250 characters Total Interactions
  • 15. SumoRank #2 world wide, top posts
  • 16. SumoRank #3 world wide, top posts
  • 17. YouTube Embedded Videos 53,688,345 posts analyzed 8.85 shares 125.86 likes 6.02 comments 140.75 interactions Directly Embedded Videos 25,478,782 posts analyzed 241.98 shares 650.84 likes 58.65 comments 951.48 interactions Video:
  • 21. Posted w/ Instagram 17.81 shares 528.01 likes 9.86 comments 555.68 interactions 26 million posts Images: : directly on Facebook 50.64 shares 389.86 likes 11.47 comments 451.99 interactions 382 million posts
  • 22. Posted to Facebook via Instgram
  • 23. Posted to directly to Facebook
  • 24. Day and Time 10 p.m. to 12 a.m. local time
  • 28. Page 28@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 29. Page 29@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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
  • 33. Page 33@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach The challenge
  • 34. Page 34@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Declining reach
  • 35. Page 35@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Organic reach = 1-6% Seeing your content Not seeing your content
  • 36. Page 36@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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
  • 40. Page 40@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Examples – using Animoto
  • 41. Page 41@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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?
  • 44. Page 44@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 45. Page 45@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 46. Page 46@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 47. Page 47@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Test & analyze
  • 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
  • 49. Page 49@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 50. Page 50@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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
  • 52. Page 52@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 53. Page 53@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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
  • 56. Page 56@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 57. Page 57@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Research popular posts
  • 58. Page 58@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach ❹ Design for FAST mobile load time Instant Articles (loads 10x faster) Canvas ads Compare to Snapchat  FULL SCREEN, immersive
  • 59. Page 59@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach MOBILE In 1999… willing to wait 8 seconds By 2010: 57% abandon at 3 seconds Source: Shopify
  • 60. Page 60@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 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
  • 62. Page 62@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Passion Page - example
  • 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
  • 67. Page 67@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
  • 68. Page 68@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Connect with Mari Facebook: @marismith Twitter: @marismith Instagram: @mari_smith Snapchat: @marismithchat LinkedIn: marismith Web: marismith.com

Notas do Editor

  1. #1 media/new/publishing
  2. 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.
  3. See: https://blog.bufferapp.com/facebook-instant-articles
  4. 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