how to increase facebook engagement with buzzsumo and mari smith

Mari Smiths Top Tips For Improving Reach On Facebook

www.buzzsumo.com

Mari Smiths Top TipsFor Improving Reach On Facebook

presents...#FBReach

Create Better ContentAt BuzzSumo we help content marketers and publishers improve their content through research, amplification and monitoring.

BuzzSumoProviding Data for Research-driven Content Marketing

Susan MoellerBusiness Development Manager @susancmoeller @buzzsumo

Post Type

Post TypeQuestions with images win!Coupons/DiscountsLinksVideosImage postsQuestionsGiveaways

Total Interactions93.87179.97211.97401.60463.16513.99

Questions with images

Questions without images

Hashtags

The solution

#

Hashtags arent 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+characters150-200 characters100-150 characters50-100 characters0-50 characters200-250 characters

Total Interactions209.62

214.51238.62266.91342.43411.16

SumoRank #2 world wide, top posts

SumoRank #3 world wide, top posts

YouTube Embedded Videos

53,688,345 posts analyzed8.85 shares125.86 likes6.02 comments

140.75 interactionsDirectly Embedded Videos

25,478,782 posts analyzed241.98 shares650.84 likes58.65 comments

951.48 interactionsVideo:

#1 media/new/publishing

YouTube embedded post

Posted Directly into Facebook

Posted w/ Instagram17.81 shares528.01 likes9.86 comments

555.68 interactions26 million posts

Images::

directly on Facebook50.64 shares389.86 likes11.47 comments

451.99 interactions382 million posts

Posted to Facebook via Instgram

Posted to directly to Facebook

Day and Time

10 p.m. to 12 a.m. local time

Sunday

Page #

@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach

Page #


Facebooks 3 PrioritiesCapitalizing on the shift to MOBILEGrowing # of marketers using AD productsMaking ads more RELEVANT & EFFECTIVE

Page #


Social STATSFacebook = 1.65Bn users1.51Bn on mobile (>90%)51.7% only ever access on mobile 1 in 3 sales start with shoppers researching on mobilebefore buying on desktop or offline [Source: Facebook]Daily time on platforms: [Source: comScore]Facebook + Instagram + Messenger = 50 minutesYouTube = 17 minutesLinkedIn = 2 minutesTwitter = 1 minute

Page #


Gen Z YouTube

Favorite appFavorite channelJamie Gutfreund, Global CMO, Wunderman | Marketo #MKTGnation

Page #


The challenge

Page #


Declining reach

Page #


Organic reach = 1-6%Seeing your content

Not seeing your content

Page #


Page #


36

HOW the Facebook News Feed works100k weights in the algos#1 input?Who you friend +Which publishers you followEach update gets analyzed one at a timePhotos, videos, relationship, previous engagement, history, recency

Page #


37

Create more VIDEOStorytellingVideo tools:AnimotoAdobe Spark Video

Page #


38

Anemos Greek CuisineOwner, Helen ArvanitisPersonal, relatableUpbeat musicSome text overlaySimple to shootAnimoto for Business$100 boost11k views, 28 shares

Page #


Examples using Animoto

Page #


Page #


Use animated effectsMobile animations: Spark PostRiplLumyer

Page #


42

Facebook video tipsCatch attention in the first 3-secondsFocus on quality from the first frameCreate for sound-offCaptions or lower thirdsEdit after uploadAdd a video CTAChoose thumbnailAdd keywords/tags + captions360 video?

Page #


43

Page #


Page #


Page #


Test & analyze

Page #


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.

47

Use Facebook LIVE oftenLIVE television in your pocketNEW cable TV!Video ideas:NewsHow ToBehind-the-scenesProduct DemosQ&AWeekly showCustomer spotlight

Page #


Page #


Page #


Facebook Live tipsShort, compelling TITLEEncourage viewers to SUBSCRIBEAcknowledge commentersENGAGE your community while LIVEBroadcast for 5-20 minutes ++Reach = highest for Live videos while liveEdit your video afterwardsAdd a CTA

Page #


Page #


Page #


Broadcast Facebook Live via DesktopMulti-personShare Skype interviewShare Blab chatShare desktopOBS Studio freeWirecast

Page #


54

Craft posts for maximize SHARESIncrease sharability factorMake your audience look good when sharingSTORYTELLING vs. boring corporate adsContent: as RELEVANT & TIMELY as friends contentPost outside business hoursPost more content?Counterintuitive = post less content

Page #


55

Page #


Research popular posts

Page #


57

Design for FAST mobile load time Instant Articles (loads 10x faster)Canvas adsCompare to Snapchat FULL SCREEN, immersive

Page #


See: https://blog.bufferapp.com/facebook-instant-articles58

MOBILEIn 1999 willing to wait 8 secondsBy 2010: 57% abandon at 3 seconds

Source: Shopify

Page #


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-growth59

Page #


ENGAGEMENT is Queen! Build communityWarm, personal, humanUse first namesUse tags (remove last name)Moderators always sign off with their first nameAcknowledge shares

Page #


Passion Page - example

Page #


BOOST Your Facebook PostsFacebook is the #1 advertising optionEstimated 93% VALID users, real profile of real peopleFacebook Ads is a HUBMobile (news feed)Desktop (news feed + right rail)MessengerInstagramFacebook Audience Network

Page #


When to Boost?SAVED audiences!!

Page #


Ads = overwhelming for brandsObjectives, Content, KPIsCustom Audiences15 ad types1,200+ targeting options/criteriaTracking pixelsOver 90% of Fortune 500 companies are not doing Facebook ads right. @mixpo

Page #


Get HELP! Do your due diligence Work with the BEST fit for your needsAsk for case studies, results

Page #


Page #


Connect with MariFacebook: @marismithTwitter: @marismithInstagram: @mari_smithSnapchat: @marismithchatLinkedIn: marismithWeb: marismith.com

Page #
