Nathan Mendenhall is a social media professional with both B2B and B2C experience. He has worked with brands in a variety of different industries to create actionable social media communities and dynamic content strategies.
One of the most fun and frustrating things for brands is developing content that triggers engagement. Sometimes we all hit a wall when brainstorming. There are some content ideas that we think will erupt with comments and don’t, while other seemingly insignificant content pieces go viral. It’s extremely unpredictable at times. However, there are some tried and true tactics that help content spark engagement:
Without a doubt, photos are the most engaging media on Facebook. Users love commenting and sharing fun images. By leveraging this dynamic, brands can ensure that the content they distribute is consumed and engaged with. An attractive photo with a strong call to action can do wonders in terms of interaction. Asking users to comment, like, share or create a caption are all examples of calls to action. If you are one of many who have trouble getting interaction on your Facebook page, consider incorporating more images.
- Internet memes
- Branded product pictures
- Branded event pictures
- Behind the scenes pictures
Ask Open Ended Questions.
One of the biggest ‘content killers’ out there are Yes/No questions. People want to express themselves and give their opinion so they might not be very likely to actively respond to a question that only requires a one word answer. As a brand, you want to get as much information as possible from your fan-base about what they think about your product or service. More complex questions are more likely to encourage users to participate in a conversation on your page. While it is always a good idea to stay brand-centric, don’t be afraid to have fun and ask random questions. People appreciate a brand that can be fun!
- What is one thing that you would change about our website?
- What was your favorite purchase from us and why?
- What would you do for a 50% off coupon?
- What do you think the internet is shaped like?
Don’t be Afraid to Be Silly!
One thing that Facebook users especially appreciate is a brand that knows how to have fun. Look at the success of Old Spice, Starburst, Skittles, Coke and other big brands. They all have a touch of silliness to their marketing campaigns. A great way to create engagement and positive sentiment with your fan-base is giving them something to smile about, literally! Many brands want to keep a buttoned-up image, but realistically who wants to share company FAQ’s with their friends? They might if the FAQ has a few silly questions mixed in. Take risks, try new things and be don’t be afraid of shenanigans. It may just breathe new life into your Facebook page.
Put Yourself in the Users Seat.
A major error that brands commit on Facebook is that they fail to put themselves in the user’s seat. How does your fan-base see your brand? What do they want to see? What are you giving them? These are all questions that brands need to ask themselves. When planning a campaign, brands should always be able to confidently say that they would participate if they were a Fan. If you would not want to participate in a campaign, would your fans? Keeping their interests in mind is a good way to make sure that you are creating content and campaigns that they will want to interact with. At the end of the day, without your Facebook Fans, your Facebook marketing campaigns wouldn’t exist.
What are some engagement strategies that have worked for you?