It’s one thing to attract the attention of a consumer but it’s another to keep that momentum going. By looking at the behaviour of your fans rather than the number of likes accumulated, brands can create social media content that drives the behaviour they need to make their presence worthwhile.
By looking at what people share, with who, how often and at what time of day, it might lead to insights that turn that like into advocacy because fans will ignore irrelevancy, especially on social networks.
If marketers are questioning the commercial value of Facebook advertising, a starting point would be brand pages. A study featured exclusively in Marketing Week reveals the tactics that attract attention as well as what fails to create any activity.
Content agency Likely conducted the research by looking at the Facebook pages of 45,000 brands globally and shows that engagement levels of well known brands in the UK is low compared to global industry averages. Also that there was little correlation between the number of fans to the engagement rate.
For example, Nivea UK has almost 600,000 fans on its Facebook page but the engagement rate is only 0.3 per cent compared to the sector average for beauty of 4.3 per cent.
Looking at the high street fashion, travel and beauty sector in particular, Likely’s research also highlighted a few brands that do well including Olay, Thomson Holidays and Primark, all of which focus on fan behaviour and their interests rather than posting content purely on its own products.
Posting regularly, using humour and ensuring content is based around passion points of fans outside of just the products or services of a brand are just some of the ways listed to drive engagement on Facebook.
Basing posts on insights about the actual behaviour fans rather than ignoring them and hoping for the best with irregular posts solely about your products will hopefully drive engagement further.