Earlier today I had the opportunity to join a really a live Q&A on what’s working now on Facebook with Kalyn from Facebook, who manages accounts for businesses marketing on the Facebook platform.
In this video, I share the questions and answers – topics covered include:
– The upcoming integration of the Instagram inbox into the FB page inbox for ease of management – this has been much requested.
– does scheduling posts via external apps impact reach?
– How does reach of a FB live compare to uploading videos and FB Premieres?
– If you were to run a marketing campaign for a small business just getting started with a £10/day budget, what would your strategy be?
– Does Facebook still see a role for pages, or in other words are they dead?
– What type of content and how do you recommend starting from scratch to create a pool of warm leads to build relationships with audience?
To discover what’s working now on Facebook, watch the video, it’s just 17 minutes long, or if you prefer to listen, the audio version is below and there is a transcript for the readers.
Transcript of What’s Working Now On Facebook:
Hello, Louise Beattie here. And I wanted to share with you some tips that I learned directly from a Facebook employee earlier today about what’s working now on Facebook. Now, I have to apologize. I’ve got Duke on my knee. Just before I went live, my husband started sneezing. Duke goes crazy and always tries to climb on to me and he sat it on my knee. I don’t know how long he’s going to settle or if he’s going to jump up again. So apologies for that and apologies for the view of his arse. That’s better. He’s gone that makes life easier So yeah, like I said, earlier today I was on a live call with a group of business owners and we got to talk with a lady called Kalyn, a group of questions about what’s working now on Facebook. And I’m going to share with you some of the answers.
So the first question, was does scheduling posts to groups or pages via an external scheduling app have a negative impact compared to scheduling from within Facebook itself? So her answer was no, this should not impact reach or have a negative impact. Um, whether you schedule using the scheduler in Facebook or whether you schedule using an external app like sociamonials , which is what I use, or hoot suite or buffer or any of those it should not have a negative impact. What is far more important is your content and whether people are engaging with it i.e. whether they’re finding it interesting.
The second question was how does the reach of a Facebook live post compare to a Facebook premiere or a Facebook normal video upload. So I don’t know if you’re aware of Facebook premiere, but basically Facebook premiere is when you can upload a recorded video and premiere it, it goes out, schedule it to go out as if it’s live so you don’t have to be there.
but you get all the likes and stuff floating across the screen just like you do with the like, um, a live video , sorry. Um, so they’ve got that option. Um, you’ve got the actual Facebook lives like I’m doing now or you can just post up, a live, uh, sorry a recorded video . What they are finding now, I should stress that Kalyn works with a lot of businesses to manage their Facebook ad accounts s o she a lot of experience of actually what’s happening and they are not getting any indications that the algorithm is favoring any of these options live, premiere or a recorded video. What is again more important is the content of the video and whether people engage with it. Now one of the reasons lives and premieres do tend to do well is because people are promoting them and announcing them beforehand and then people can get notifications but, and that is why not because the algorithm is favoring them, in their opinion.
Uh, the next question was if you were to run a marketing campaign for a small business just getting started with a budget of 10 pound a day, what would your strategy be? This is a great question. Now quite rightly so, Kalyn said it would depend on what your objective is, what the KPIs you’re going to be monitoring are. Avoid the vanity metrics, like going for page likes or engagement on the post. Unless you are using this to re, um, uh, unless you’re going to use this to build an audience that you’re going to later retarget. I appreciate that.
So Kalyn talked about three main objectives and what she said ties in with my findings to, and also what I’ve also been hearing from outside of Facebook. So if you have a brand, a service or product and you want to raise awareness of your brand, business or product, use a reach campaign objective in the ads manager.
Avoid a brand awareness because this tends to be more expensive than using a reach campaign. And you’ll get more bang for your buck more results and better results by using a reach campaign. Also, keep your targeting broad. So for example, if you are a baby photographer, don’t narrow your audience target audience thing too much say by focusing specifically on babies in your targeting, keep it wider and let Facebook do the work for you. Let Facebook find the people that are achieving the objective for you. Now if your objective was to get more leads and prospects, say you’re growing an email list for example, and you won’t get to get signups for that. Avoid a lead objective as your objective in the ads manager. Instead, use the traffic objective for landing page views. Or actually I think, um, thank you page for views Would be even better but test both.
And the reason for this is it’s cheaper, you’ll get just as good a results, but it will be cheaper. Okay. Now if you’re going for conversions as in sales, um, again, well this time you want to use a conversion campaign, but what’s really important to know is for a conversion campaign to be effective in Facebook, you need to be getting 50 conversions a week. So, and I’m looking down because I’ve got my notes here. You should be getting 50 conversions a week now say you have a budget of 10 pounds a day. That’s the 300 pound a month, which is not unreasonable. Instead of just spending your monthly budget as 10 pound a day, it might be better to load your budget and spend more on less days. So for example, to get 50 conversions in a week, if you know that your cost per conversion and in the ad manager is say two pound a day, that means or two pound per conversion, you’re going to have to spend a hundred pound to get 50 conversions now because you’re trying to get 50 conversions in a week, you need to divide 100 by seven to actually work out what your daily budget should be.
So you’re better off running ads for less days, spending more to get that 50 conversions. And the reason you need to get 50 conversions if you’re using a conversion objective for your ad is it’s to give Facebook enough data to make it really effective. You can, you can do it with getting less conversions, but it is much, much less effective. They don’t have as much data.
Okay. So that’s that. Um, the next question was, and this is a good question too, what type of content and how do you recommend starting from scratch to create a pool of warm leads to build relationships with audience. Now again, this is advice coming from experience working with businesses, running real ad campaigns, real organic campaigns, businesses that are, you know, doing well and making money through Facebook.
So you’ve got to think of creating content for growth.
And she had three tips and it’s, um, including about your creative. The first one is when you’re planning your creative, so the images, the words that go in your content, figure out what are the barriers or objections people have to your business or what you sell, and figuring out what their motivations are, and answer or address these in your content. So for example, she gave a really good example. She’s working with some businesses in Germany and at the moment in Germany, sustainability and the environment are very hot topics and what she’s finding is businesses that whose products or services have an element of sustainability or they care for the environment in some way. When they talk about this and highlight this side of their product or business in their content or their ads it goes down really well and they get much better results.
Again, if people, I’m trying to think of an objection say, see you’re a photographer and people’s objection is that photography expensive. If you address that in your content, it helps to get better results. The other tip that she gave about this was that again, if you’re doing paid ads, go broad in your targeting and let Facebook do the work and do the heavy lifting. A s with everything tests for you and your business. But what they’re finding is that this is getting much better results. And again, this is something I’ve seen in my own ads and also with other people I know who have tested this. So go for a much broader audience and a bigger audience and let Facebook do the work and find the people that meet the objective rather than go ing narrow and having a smaller audience.
And then the third tip she gave on this subject was testing learn what best works best for you and your business and your audience. So video works well, experiment with it, but also dynamic creative. So if you’re doing an ad or you’ve maybe doing something organic, have lots of different pictures within a post and that’s a good way, especially with ads to test what’s working well. So that was that question.
Now the next question that Kalyn was asked was with the current focus on community and groups being given more prominence, you still see a role for pages to build community? So this is actually my question. So a lot of people say that page reach is dead, if you notice in some of the Facebook apps, especially on your devices, your mobiles, et Cetera, there are the icons for groups that give groups more of a focus.
Basically, and Kalyn before answering these questions, she actually went and spoke to some of the other Facebook teams as well to see what other departments in Facebook have thought on these and so the line coming out of Facebook is pages are still at the forefront and valuable use pages and groups together. If a group is a good option for your business, for a lot of small businesses, it’s not necessarily a good option, but they view a Facebook page as a good window to your business and it’s a very good and easy way if people are surfing to find things like opening hours. If you’re a local business, to find out information, to find out your website, to find out actually what’s happening and get a feel for the business because the way we are on our page is sometimes different to the way we are on our website as a business.
So people find it a good research tool and a good way to get a barometer of the business. Pages absolutely are not dead. I’ve been putting a lot of focus and doing a lot of testing on my Facebook page recently, which had been dead for a long time and I’ll do another post about this at some point, but my Facebook reach is skyrocketing. I’ve got just over 7,000 likes on my Facebook page. It’s like 7000 and 100 or something. And I am starting to get reach of over one and a half thousand on posts, not all posts, some of my posts bomb and get very little reach and very little engagement. But others are doing incredibly well and I’m testing and experiment in learning. I’m also being a human and letting people see it’s not all about my business.
That’s for sure. I’m building a community with it. So Facebook pages are not dead, but if you’ve got no reach it’s because your Facebook page is boring and it’s not engaging. Yes, Facebook does absolutely have to manage the space in people’s newsfeeds because you know, I’ve got about 50 groups, which I never visit. I’ll be honest, I like, I don’t know how many pages. And then of course I’ve got, over a thousand connections shall we say on my personal profile now if Facebook was trying to put everything from all of those into my newsfeed, it would just be overwhelming. What Facebook puts in my feet is what I’m engaging with, what I’m indicating to Facebook that I like and want to see more of. So if I’m liking on something, if I’m clicking on a picture or clicking on a link from someone’s posts or commenting, Facebook’s going to show me more of that.
So if you want people to see more of your content in the feed, then you’ve got to make your content so that people want to see it. And if you’re just talking about your business all the time with the greatest respect in the world, that gets boring. Absolutely, you have to talk about your business, you have to make promotions. Absolutely. But I was taught this by a mentor and I’m testing it myself and finding it to be true. If you want people to see your promotional posts, then you need to be appearing in their feed and, and them seeing much more of your other content and they don’t want to see about your promo s all the time. They want to see the human side of you and the more of your posts they see and engage with, the more of your posts they get to see in their feed, including your promotional posts.
And I don’t know if you’ve seen it. There is a Facebook analytics app which you can get on your mobile, which is quite good. And I think you get this insight in the page insights on the desktop. But, one of the stars it’ll give you is your weekly retention. And my weekly retention is going up. All my metrics are increasing since I’ve been testing this strategy and trying to be less boring and more human and not just talking about my business. But I’ll do some separate about that.
And then the final questions was about Instagram TV. So someone asked, said they’d got Instagram TV and they’d like to know more about the sound on versus sound off ratio because it seems like many videos or Instagram TV broadcasts, don’t have captions. And basically Facebook’s findings are that they think that most of the video, or people watching Instagram TV, are looking for sound on, they’re looking to watch it, with sound on.
So you don’t really need captions. This may change in the future.
And finally, and I think I missed in my notes about this. Yes, there is a new feature coming hopefully in July. They’re testing it just now, it depends obviously how the testing goes, but what they are going to do is the direct messaging in Instagram is going to be integrated into your Facebook inbox. So everything’s all together so you’re not having to go to Instagram and look at the direct messages there and you’re not having to then go to Facebook and look at your direct messages there. You’ll be able to deal with it all within the Facebook inbox within the Facebook app. If you’re doing that. I’m not sure if it’s the same on mobile, but if you’re doing that on, certainly on the desktop when I go into my Facebook inbox, you can manage it.
So they have things like you can mark things to follow up, you can mark it as done, you can add notes, um, about a person within your Facebook inbox. So that’s going to be quite a powerful tool. So that’s also coming hopefully in July. Anyway, I hope that’s been helpful and useful for you. Let me know what you think below. If you’ve got any questions, please ask them below questions on what I’ve said. If it wasn’t clear, let me know. Or if it’s something else, I can always go back to Facebook and ask because I’m in a group run by the Facebook small business team out of the Dublin office. So that’s all. I hope that was good and I’ll see y’all soon. Bye. Bye. Take care.