Over the past eighteen months or so, one big change I’ve made to the Facebook business pages that I manage is a massive increase in the amount of visual content posted compared to just about anything else (though always with links, since it’s all about driving that traffic to a web page.)
So this article ‘This Research Will Make You Rethink How You Create Your Facebook Videos‘, which covered stats garnered from thousands of videos to try and analyse exactly what makes the best-performing Facebook video.
However, this kind of info can be misleading, because it assumes that all you need is pure views. This is certainly the case for a lot of Facebook pages, but if you’re trying to market any kind of product, I always end up remembering some advice from a talk at Google Digital Garage (incidentally, if Google ever brings Digital Garage to your town, and I’m not sure if they still do that or if everything is online now, you should go. Seriously, it’s incredibly useful stuff). We were told that, when making videos, it doesn’t necessarily matter how many people see your stuff, just that the right people see it. There may be advantage to a video that is much longer or shorter than this article recommends, if the particular audience that you want will respond to that. Likewise, the list of most popular topics can be misleading – finance and cars might be much less popular than food or beauty products, but in these industries you need far fewer customers to make the same amount of money, so naturally your audience will be much smaller. Overall, articles like this only work as a guideline, because the Facebook audience can’t be regarded as a homogeneous whole, but can be broken down into many, many niches of viewers and customers.
It’s been a while since I blogged, so as usual I’ll be kickstarting my writing back into life with a course, this time on building responsive websites from Highbrow. Highbrow is a learning website that I didn’t initially get on with, but definitely finally clicked with during Blaugust this summer.
I’ve also been doing a Future Learn course on finance, but that subject matter felt a little too far from the core ideas of this blog to feel right about putting my notes on here, so that one has stayed paper-only.
Elsewhere, I’ve continued to make videos for Manchester Canoe Club, and I’ll be posting another one of those soon.
Also (on a totally different tangent) interesting article of the week- Data breaches and the erosion of trust from Huffpost. Working in marketing, I know that data is both our biggest asset and biggest issue, so this article lays out the problems of how much data companies have on, well, everyone, and how they can try to better protect it, and better help their customers.
A few days ago, I read this article, highlighting the changes that Twitter is making to it’s abuse management and reporting.
You can read my initial thoughts on in tweet format here: https://twitter.com/clareisonline/status/921421472794664961
It is great that a Twitter is taking direct action to improve it’s service, one of the issues is that so far, Twitter hasn’t been much good at enforcing the rules it already had in place. The algorithm for sensitive content and potentially offensive replies seems to work quite well as far as I have found (if somewhat over-zealously at times), so the real issues seems to be human moderation of reported tweets.
Any journey through the timeline of various activists, especially women and POC, will turn up stories from people who have reported graphic imagery, threats of physical violence, personal information and other clear TOS violations.
Since I started writing this, I came across this article from The Daily Beast which sums up one clear issue – if you are famous, if you have a big following, or if you can kick up enough of a stink for Twitter to notice, you have a better chance of getting your issues sorted and harassing accounts or sensitive information removed. Clearly this is a bad way to run a social media platform, and it remains to be seen whether Twitter can implement a culture change within their own company that might help to fix this.
Well, we’re at the end of my third Blaugust challenge. Trying as much as possible to keep posts daily and only schedule when necessary definitely made things harder than last year and possibly resulted in some shorter posts, but I’m still very happy with the writing I’ve produced over this month.
Plus, while I rarely worry about or even look at my readership statistics (to me, it’s more important that I’ve done the work and I’m happy with it, regardless of how many people read it) I have had a definite surge in views and I’m happy about that – it shows that at least some of my writing is good quality, interesting work that others have found value in. Either that, or my tags are far more click bait-y than I thought!
It’s interesting that my post views dropped off significantly once I was away, and therefore not posting them to Twitter – clearly that was a big factor in where my views were coming from. Also timing was a big factor, posts earlier in the day did better.
So, another successful challenge completed! #Blaugust out
Hello again world! Yes, I’m finally back on dry land with internet access and phone battery, and the spell of pre-written, scheduled posts is over. There’s two days left of Blaugust and for this one, we’re back to the final set of notes for my Highbrow course on Pinterest for Business.
- There are multiple platforms that you can use to schedule content, and in addition to toning posts, you can also ‘loop’ posts, which is a way to bring old content back into the forefront and into relevance. This would be particularly useful to seasonal and holiday-related products.
- You can also use these platforms to set up campaigns, which is will auto-post to public boards as well as as your own.
- Looping certain pins around increases their chances of being picked up by a major Pinterest account, and spread more widely, improving your website traffic and hopefully your sales.
- Over time, your original boards could start to get huge, which makes them less useful to people looking for specific products, so be sure to keep creating new boards and separating different threads.
- Your links on Pinterest can be via affiliate links, which is another potential income source.
This is the final pre-written and scheduled post of Blaugust. Tomorrow afternoon I will be back on dry land, and hopefully able to start writing ‘live’ again. This is also the second to last part of the notes from my Highbrow course on Pinterest for Business. There are still a quite a few emails left to come through, so I will summarise them either as one of the very final posts of Blaugust, or I’ll leave it until September.
Image from jilleysue.com
The course had already talked about making images Pinterest friendly in size etc. It didn’t go into much more details than that, but I did find a ‘Pinterest Cheat Sheet’ elsewhere which gives all of the best image sizes in pixel sizing – it’s a really great, clear resource.
Encouraging People to use Pinterest from your own site
- Make sure that you have plugins installed on your own website to give you the ‘pin it’ button so that people can put content from your website/blog on their own pinterest boards themselves.
- There are also some free plugins that will ensure that the right description (with the copy that you want people to see) will pull through to Pinterest when people pin your stuff.
The course then recommend using group boards to get your content out in front of people quickly and grow your following (kind of like jumping on a hashtag in Twitter, but much more closely connected.)
Back in around 2012 I went to an event at BBC MediaCityUK, which showcased various upcoming technologies the the BBC was working on. One of those which at the time seemed extremely ‘out there’ was that they were trying to find a way to track people’s reactions to television in real time, particularly their levels of attention and emotional engagement. This would not only allow them to get real time feedback on how viewers reacted to content, they might then be able to individually tailor content to viewers according to their interests and reactions.
So when I read this article about an app called Cinemmerse, which tracks heart rate and emotion via smart watches, I realised that we had suddenly reached the level of technology to make that possible.
Image from Techcrunch.com
The writer of the article didn’t seem convinced that film and television creators would actually be interested in that kind of feedback, but clearly companies have already already seen the potential. The Royal Shakespeare Company are currently using heart rate monitors as part of focus grouping for their current production of Titus Andronicus, which is an interesting idea as it’s an exceptionally gruesome production (although totally brilliant – I went to see it in the cinema earlier this month). This is allowing them to gauge the difference in reaction between the live audience and those watching cinema broadcasts. They’ll be releasing the results in November, and I’m very much looking forward to seeing if they discover some really interesting results.