Is Video Really the Key to Driving Social Success?

Is Video the Answer?

Back in 1980, The Buggles released a little song called Video Killed the Radio Star. It was a pop hit and is remembered for it’s message about how Video was going to take over radio, but moreover, all other forms of media.  In the past year, Facebook has instructed digital marketers to use more and more video on it’s platform because it had adjusted it’s algorithm to favor video posts. The world’s largest social media platform said it would bring more followers and engagement organically than static images or well-written copy would.

What Does the Data Say?

Businesses who valued their social media standing took this advice to heart and started pouring money and hours into video content ranging from 10s clips to live footage of events and Stories. Unfortunately this hasn’t panned out as agencies expected since “engagement has dropped by more than 50% over the last 18 months”. This goes for all post types including video, images and links. Interestingly enough, image posts performed much better overall than video posts in that same 18 months as the chart below shows. Creating video content is an expensive and time draining process. قانون البوكر It turns out that all that work might not be worth it in the end.

So what do most businesses do to curb the engagement drop? Post more content of course! Well, not exactly. “Facebook Business Pages that posted less than once a day had the highest engagement per post…however [they] had the lowest overall levels of engagement.” It turns out that even if you’re posting 5x per day on Facebook, your page still suffered greater than 50% loss in engagement.

What Should your Business Page do?

The answer to this question comes in a few different flavors. One thing you can do to bring back followers is post higher quality content. This might be a win-win for both you and your followers. بينجو اون لاين On one hand your followers get to enjoy nicer looking, better written content. On the other hand, your brand is better represented online and may be looked at more favorably than a competitor with lower quality social posts. العب اون لاين مجانا Anther answer to the organic engagement problem is to focus more on paid engagement by boosting posts. Paying for your social posts on Facebook to reach the right people at the right time can be very helpful is bringing in new followers and driving up viral impressions. Expanding your content offerings beyond Facebook is something to look into as well. There are lots of platforms on the web, each one with a different audience and more opportunities to show off your brand. Maybe it’s time to start thinking about Snapchat, Instagram, Pinterest and even newcomer Tik Tok (Musical.ly) as a space for your brand.

Whatever you decide to do, it’s too early to fully leave Facebook behind as so many people still use it, but it might be a good idea to start thinking about the future of social media as older platforms decline in popularity (see Myspace).

Sources:

https://blog.hubspot.com/marketing/buffer-facebook-page-post-analysis

https://blog.bufferapp.com/facebook-marketing-strategy

https://www.theverge.com/2018/8/2/17644260/musically-rebrand-tiktok-bytedance-douyin