Whether you work as an independent blogger or as a marketing professional in a large international company, introducing your brand to the world at large can be a challenge. In recent years, social media platforms have spiked in popularity due to the sheer level of access available through smartphones and affordable personal computers.
According to statistics by Zephoria, more than 2 billion people enjoy Facebook across the globe, with 1.49 billion active daily users and over 1 billion mobile users respectively. Of that still, 50 million businesses use Facebook to publish branded content and fight for exposure within their respective industries.
These are huge numbers to consider when weighing whether or not Facebook exposure is a viable strategy for your brand. However, even brands and companies with the will to expose their marketing to Facebook often find themselves stuck in the branding phase of content creation. With that in mind, let’s take a look at how and why you should keep a close eye on Facebook and introduce branded content onto the platform with your company’s name on it.
Benefits of Branded Facebook Content
It’s worth noting that the biggest selling point of branded content on Facebook (or any other social media platform) is the pure brand awareness you can build with it. The numerous millions of users who actively scroll their news feeds are bound to come across your content from time to time, leading to an inherent buildup of awareness surrounding your brand.
Similarly, your competition will follow suit and introduce branded content through Facebook. Depending on the level of marketing push you implement and the overall quality of what you offer to the consumers, you will be able to come out on top in the industry. Being the industry leader on a social media platform such as Facebook will do a lot for your brand, both in retail and digital sales figures.
Product & Service Exposure
Retail marketing can be expensive, especially if you are a small firm with a relatively unknown product lineup on a specific market. Facebook and branded content allow you to showcase new product and service lineups in a very cost-efficient way. This will lead to a higher return on investment (RoI) compared to other types of advertisement no matter what industry and the niche you primarily occupy.
Lastly, customer engagement is one of the most important aspects of branded content on Facebook. Each piece of content you publish will undoubtedly attract engagement and discussion, leading to your inevitable interaction with the potential customers. How you handle this PR channel will reflect your company’s culture and the type of relationship you want to build with the larger customer base on the global level.
Types of Branded Content
Don’t let anyone dissuade you from mixing up your content on Facebook or any other social media platform for that matter. What’s important to remember is that there are no limits to the amount of variety you can introduce in your content plan.
Make sure to choose the content types which fit your company’s reputation and long-term vision while also able to showcase your product portfolio in the best light. Don’t eliminate creative possibility just because some brands stick to one or two content types and offer very little in terms of originality to their consumers.
Set Content Standards
Let’s get down to the nitty-gritty of how to set your content’s standards now that we have a clearer understanding of “why” you should do it. Branded content is considered “branded” because it typically uses visual elements, wording, and formatting associated with a specific brand. A good example of content branding can be found in Coca-Cola and its highly-recognizable marketing materials. One glance at a post is often enough to assure you that yes, Coca-Cola is the brand behind that post and yes, you feel like drinking a Coke right about now.
The same principle should be applied to your own company’s content on Facebook no matter how minuscule the post might seem at first glance. Things such as color palettes, choice of photography, symbolism and even the appearance of your slogan all play a major role in your content’s recognition. Set aside some time to ponder on what represents your brand’s values best from the visual standpoint before creating any branded content.
Introduce a Content Calendar
Having a content calendar will allow you to stick to a strict schedule with your branded content creation. Set a day during the week for each type of post which you will create and publish on time, every week. This will help your audience grow accustomed to a steady stream of content, establishing your brand as a trustworthy, dedicated page on Facebook.
A content calendar is beneficial for both the content management team and the end-users. It allows for a controlled back-and-forth between the two, leaving very little room for error or unexpected absences of content. In that regard, brands are advised to create content in advance and publish it retroactively without worrying about creeping deadlines.
Use of Content Creation Tools
No matter what content types you settle on, you will need to use professional platforms to make the most of the medium you chose. In that respect, several services and tools can make your copywriting, editing and formatting that much faster and enjoyable.
Editing your statuses, public announcements and other branded content are highly important. This is especially true if you write in English and are not a native speaker, which can lead to humorous but ultimately negative PR for your brand. Avoid misunderstandings and use Hemingway before you publish anything on Facebook.
Desktop-based text editors are great platforms for content creation and branding – when you have a PC nearby that is. Services such as Evernote allow for seamless, cloud-based content creation which can easily be retrofitted for Facebook publishing upon completion.
Lastly, you don’t need to hire a graphic designer or a visual content expert for your Facebook content if you are on a tight budget. Tools such as Canva allow for a range of visual content creation options, including presentations and banners. You can create branded content and export it to your Facebook page quickly and easily which will let you focus on the creative side of the endeavor instead.
Engage with your Audience
The importance of your interaction with the audience on Facebook cannot be overstated. Any reach and engagement your branded content receives should be taken advantage of. In that regard, it’s good practice to hire social media managers or appoint someone in-house to monitor the Facebook community on your page and engage them 24/7. This will give potential and existing customers a sense of security and trust in regards to your brand, allowing for more experimental content and products down the line to come into play.
Ignoring comments, messages and interactions on your branded content will have the opposite effect and cause an exodus of followers over time. Meet your audience halfway and find creative ways to talk to them about your product portfolio, their expectations from your brand and so forth. You can not only build up their goodwill by doing so but also attract B2B stakeholders, get a new product, service, and content ideas, as well as grow organic Facebook reach with each engagement.
Social media platforms have become a staple of social interaction in 2019, meaning that there are a lot of potential stakeholders to attract through them. Any company with the intent to expand their reach and attract new clients and customers should consider branded content and publishing it on Facebook and its equivalents.
Explore the content types and general messages of your competitors on their own social media pages and consider what differentiates you from the flock of brands in your industry. Play your cards right and you will be able to accomplish a lot through branded content on Facebook alone.