STOP THE SCROLL!
We tend to think broadly and globally “We serve all the residents of X” You need to dive deeper into your audience if you want engagement.
• If they’re on Instagram, they like visuals • If they’re on Twitter, they like things fast • If they’re on Facebook, they like variety – videos, photos, news, entertainment
• If you’re a Parks Dept., are your followers on your trails, or are your campsites always booked? • If you’re a health care agency, are your followers more health professionals or people interested in healthy lifestyles?
Globally, 98 percent of internet users aged 16-64 have at least one social media account. How many accounts do you think the average person has? 7.6
What’s the right strategy?
TechCrunch’s Facebook Algorithm
Image Source: Getty / John Shearer / BBMA2017
Viral > Algorithm People make your content go viral! Enable sharing options (websites) Highlight the emotional element Make the people connection Start a conversation
Making Your Content Shareable 1. Make sure your content is engaging 2. Make your videos the appropriate length for that platform 3. Post to multiple platforms, not just YouTube or Facebook 4. Tag others who appear in your video 5. Target your message to the right audience 6. Tie your content to a current event or issue 7. People love content where they “get” something (free sandbags) 8. Recycle, recycle, recycle! Repost good content 9. Consider boosting with a Facebook ad 10. Evoke an emotion or feeling – sharing spikes off emotions
Video increases reach and engagement
Facebook breaks it all down for you
Facebook Video Tips 1. Best length for a video is 60-90 seconds 2. Keep the intro text short, get them right into the video 3. Make sure you have a link or call to action in your description 4. Captions/text overlay– most watch videos without sound (85%) 5. Upload the video directly to Facebook 6. Choose a thumbnail that shows the point of the video 7. People like to share content they find valuable or entertaining 8. Recycle, recycle, recycle! 9. Consider boosting with a Facebook ad 10. Analyze your results
Facebook Live Video Tips 1. Best length for a live video is 15 minutes 2. If there isn’t a good reason to go live, don’t do it! 3. Build the action or anticipation – keep them watching 4. Continually provide context for those just tuning in 5. Be natural and authentic – it’s live, it won’t be perfect 6. Make sure you have backup equipment and plans 7. Promote, promote, promote! 8. Promote on other social media channels 9. Call out listeners by name if appropriate 10. Analyze your results
YouTube Video Engagement 1. Get the viewer hooked quick! First :10 2. One to two minutes is optimal length 3. Make your description pop – use keywords 4. Keep titles to 70 characters or it gets chopped off in search 5. Include links to your social media sites in your description 6. Use tags that you know people search for 7. Respond to comments. It encourages engagement 8. Make sure you choose the right category for your video 9. Promote on other social media channels 10. Analyze your results
Instagram Video Engagement 1. Use hashtags! Relevant hashtags increase engagement 2. Ask your followers to share – IG is social 3. Utilize Instagram stories 4. Include a call to action 5. Use subtitles and closed captions 6. Use a vivid description to draw in viewers 7. Variety and consistency will get you followers 8. Use Instagram Live 9. Create videos specifically for IG 10. Analyze your results
Twitter Video Engagement 1. Tweets with video get 9 times more engagement than text 2. Shorter videos (15 secs) are most effective - scrollers 3. Texts or subtitles increase viewership – sound off 4. People in the first 3-5 seconds hook viewers 5. Post the native video – don’t link to a video 6. Go live with Periscope 7. Variety! Use whiteboard videos, stop action, animation, etc. 8. Analyze your results
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