How to Increase Facebook Engagement with BuzzSumo and Mari Smith

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Webinar with the Queen of Facebook, Mari Smith, presented by BuzzSumo describing the latest research and best practices for improving Facebook Reach

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  • #1 media/new/publishing
  • 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.
  • See: https://blog.bufferapp.com/facebook-instant-articles
  • 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
  • How to Increase Facebook Engagement with BuzzSumo and Mari Smith

    1. 1. www.buzzsumo.com Mari Smith’s Top Tips For Improving Reach On Facebook presents... #FBReach
    2. 2. Create Better Content At BuzzSumo we help content marketers and publishers improve their content through research, amplification and monitoring.
    3. 3. BuzzSumo Providing Data for Research-driven Content Marketing Susan Moeller Business Development Manager @susancmoeller @buzzsumo
    4. 4. Post Type
    5. 5. Post Type Questions with images win! Coupons/ Discounts Links Videos Image posts QuestionsGiveaways Total Interactions
    6. 6. Questions with images
    7. 7. Questions without images
    8. 8. Hashtags
    9. 9. The solution #
    10. 10. Hashtags aren’t effective on Facebook
    11. 11. Post Length
    12. 12. “The most valuable of all talents is that of never using two words when one will do.” Thomas Jefferson
    13. 13. 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
    14. 14. SumoRank #2 world wide, top posts
    15. 15. SumoRank #3 world wide, top posts
    16. 16. 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:
    17. 17. YouTube embedded post
    18. 18. Posted Directly into Facebook
    19. 19. 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
    20. 20. Posted to Facebook via Instgram
    21. 21. Posted to directly to Facebook
    22. 22. Day and Time 10 p.m. to 12 a.m. local time
    23. 23. Page 28@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    24. 24. Page 29@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    25. 25. 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
    26. 26. 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
    27. 27. Page 32@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Gen Z ❤️ YouTube Favorite app Favorite channel Jamie Gutfreund, Global CMO, Wunderman | Marketo #MKTGnation
    28. 28. Page 33@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach The challenge
    29. 29. Page 34@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Declining reach
    30. 30. Page 35@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Organic reach = 1-6% Seeing your content Not seeing your content
    31. 31. Page 36@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    32. 32. 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
    33. 33. Page 38@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach ❶ Create more VIDEO Storytelling Video tools: Animoto Adobe Spark Video
    34. 34. 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
    35. 35. Page 40@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Examples – using Animoto
    36. 36. Page 41@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    37. 37. Page 42@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Use animated effects Mobile animations: Spark Post Ripl Lumyer
    38. 38. 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?
    39. 39. Page 44@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    40. 40. Page 45@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    41. 41. Page 46@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    42. 42. Page 47@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Test & analyze
    43. 43. 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
    44. 44. Page 49@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    45. 45. Page 50@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    46. 46. 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
    47. 47. Page 52@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    48. 48. Page 53@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    49. 49. 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
    50. 50. 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
    51. 51. Page 56@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    52. 52. Page 57@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Research popular posts
    53. 53. 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
    54. 54. 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
    55. 55. Page 60@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    56. 56. 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
    57. 57. Page 62@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach Passion Page - example
    58. 58. 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
    59. 59. Page 64@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach When to Boost? SAVED audiences!!
    60. 60. 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
    61. 61. 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
    62. 62. Page 67@marismith | facebook.com/marismith | marismith.com | @buzzsumo #FBReach
    63. 63. 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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