“We need to stop interrupting what people are interested in and be what people are interested in”
When brands take on the world of social media marketing, one of the biggest temptations is to use it as just another marketing platform, like your website or a tv commercial. Time and time again, we see brands that are posting only promotional content on their Facebook, Twitter, and Pinterest accounts, or posting about themselves too often. The truth is that this is not usually an effective way to leverage your social media accounts – especially not for small businesses, who are expected to be more ‘human’ than large corporations – and it’s a quick way to drive your fans away.
Last year, a study by BuzzStream and Fractl found that the number one reason Facebook users unfollow a brand’s page is due to “too much self-promotion.” Likewise, 26% of responders said that the most important factor when deciding whether to follow a brand is whether it “fits their interests” – that’s more than the amount of responders that said “offering high-quality products” was their primary consideration in following a brand!
This makes sense – when people log on to Facebook, they are first and foremost looking to catch up with their friends and be entertained. People don’t want to log in and be overrun by your brand telling them to buy something every time they look at their newsfeed.
That’s not to say that you can’t ever post promotional content on social media! The trick is to strike the right balance between the amount of self-promotion content you post and the amount of interesting curated content you offer.
What is “curated content”?
Curated content is a catch-all phrase that just means content you’ve gathered from other sources. This could mean anything from articles to infographics to photos, preferably related to your industry or the interests of your customers in some way. Do you sell women’s fashion? Try sharing that HuffPost article about the latest Spring fashion trends. If you sell sport supplies, the dramatic video from last night’s game could spark discussion in the comments.
Regardless of your niche, chances are that there is material out there that would be of interest to your followers, so utilize it to keep their interest! Posting about your latest sale or new product is great, but it doesn’t do much good if you’ve run all your fans off. However, posting frequent interesting and engaging content in between your promotional posts will help balance out your page so that people will stay engaged and actually pay attention when you post.
Another benefit of posting curated content? It’s more likely to get engagement from your fans (likes, shares, comments), which will provide an algorithmic boost to your other Facebook posts, meaning your promotional posts may see a higher organic reach.