Change brings opportunity
Facebook's rejection of crafted advertising in exchange for engaging content is a big shift in the way things are done in the advertising industry. And where there's change, there's fear, confusion, misdirection, and the missteps that inevitably come from venturing into uncharted territory.
What Facebook has given brands is a way to connect with and leverage their best customers in numbers they never dreamed about with previous CRM channels. It's now up to those brands to bring the content and the experiences that will tighten those bonds.
Varying engagement rates across different Facebook pages (data by Zuum)
Looking at the wildly varying engagement rates we're already seeing among different Facebook pages and posts, it's clear that some content engages a lot more than other types. The challenge for every marketer who wants to succeed on Facebook is simple: Know what type of content engages your fans.
Doug Schumacher is the co-founder of Facebook content strategy tool Zuum.
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