If You’re Not Putting Out Relevant Content In Relevant Places,
You Don’t Exist.
Gary Vaynerchuck, CEO, VAYNERMEDIA
Users only engage in content that adds VALUE to their lives.
Value doesn’t only mean improving the quality of their lives. Making users think, have fun, learn something, making them connect to people, relate to something, feel something- all this is VALUE.
8 Ways to Provide Value Content on Facebook to Drive Engagement are:-
1. The Entertaining Content:
Brands should produce content which is entertaining but also true to their core.
It need not be the most intellectual content that could ever be consumed, but we can pretty much all agree that, on occasion, looking at some adorable pictures of kittens can serve as a great intermission from our daily cerebral posts.
Have you heard the news? India’s biggest sale – The Big Billion Days are back! Watch now! #AbMehengaaiGiregiKnow more: http://fkrt.it/6K3Gh0NN
Posted by Flipkart on 7 ಸೆಪ್ಟೆಂಬರ್ 2017
Flipkart is one of the brands that has been able to master the art of promotion through entertaining videos. In the above short video, Flipkart is seen promoting its ‘Big Billion Day’ sale through a humorous video where children behave like adults.
2. The Educative Content:
Brands often cater to a particular theme and the content of that brand revolves around that theme. Educative content is anything that provides knowledge or information about something to the reader or viewer. By providing interesting information to a customer, he or she eventually gets engaged and attempts to seek out more of such information or share it with his or her friends.
In this Facebook post, a provider of consumer-direct travel services in India, Yatra.com through its post, ‘7 Unbeatable Reasons To Honeymoon in Melbourne’ provides travel related information for those newly wed couples seeking a destination for their honeymoon.
3. The Content People Can Relate To:
The rule of thumb proves time and again that people are more likely to like, comment on and subscribe to a post to which they can relate to. It serves as a feeling of nostalgia which emotionally connects with an audience. The keyword here is Relatability, where one tends to cease everything midway and contemplate the unforeseen familiarity of the post.
All India Backchod (AIB) is a comedian group that is notorious for its sarcastic and hilarious posts which contradict and expose society and its customs. In the above image, the Panda represents a relaxed and procrastinate student who finds it almost impossible to gather the strength and fortitude of spirit to complete an assignment due the next day. The Bat represents an extrovert, gregarious party-animal who livens up the place. I’m sure most of us can relate to this.
4. The Emotional Content
It can be rightly said that a post has emotional content when it deeply connects you with itself and gives you a warm fuzzy feeling.
While smiling or crying. While falling or hurting. You always remembered her. To the first doctor you ever called. Happy Mother’s Day. Watch our tribute to her and #CallMomNow.
Posted by Practo on 8 ಮೇ 2015
In the above video, Practo, a website that allows patients to search for the best doctors, released a video on Mothers Day which thanks all mothers for their continuous love and affection towards their children, calling a mother a child’s first doctor. Surely every child and every mother would be emotionally touched after seeing this video.
5. The Trending Content:
Trends are the most talked about topics at a particular point of time. Posts that are trending would get more traction than they would otherwise get, which in turn leads to engagement. Companies should make the most use of trneds and leverage it to their advantage.
Amul is said to be one of the pioneers of Trending Content. Amul has successfully created its entire marketing strategy revolving around trending topics.
In the above image, Amul has created a pun over the recent winner of Miss World 2017, Manushi Chhillar, where Amul’s mascot is seen handing over a slab of Amul butter to ‘Mahakhushi’ who is elated to receive the prestigious ‘Butter Award’.
6. The Humanizing Content:
Humanizing Content has a far larger impact in comparison to simply advertising the bare product. As people online are not able to physically view the product, humanizing it would enable them to perceive the product and position it in their minds.
Police Sunglasses is a consumer fashion brand that has posted a picture of a man wearing the sunglasses in a fashionable and stylish manner, communicating to users that they too could look the same if they were to be proud owners of these sunglasses.
7. The Inviting Content:
Inviting Content is a popular form of content whereby instead of simply posting a description of a product or service, companies provide a platform for people to interact with themselves and amongst each other. The users are happy to take a break from the usual lackluster article and share their views, thereby driving engagement.
For instance, Kotak Life Insurance, through this gif post, asks users to view it and comment in the comment section below with a screenshot right before the car and truck collide. Making users aware of the inherent threat of loss of life due to an accident, #LifeCanFlipAnytime, Kotak persuades users to consider Life Insurance.
8. The User Generated Content:
User Generated Content, also known as UGC, is one of the most interesting forms of content wherein the company shares a users post. Rather than hiring expensive actors and graphic design artists, the company leverages the content created by the user, making the user the advocate; which mind you, is more engaging, trustworthy and credible than scores of well placed advertisements.
In the image above, Lay’s, the famous potato chip brand, shares an image of a girl with a packet of Lay’s chips in her hand and encourages users to share their own ‘Lay’s moment’ in order to be featured on the official Lay’s page.
We are long past that phase where merely ‘selling’ on Facebook will generate and increase sale figures and units. Only when the content adds value to a user, will they like, comment on or subscribe to it; in other words, only then will the user engage with the content. And since engagement is the ultimate goal of every business, one should really consider providing this said value to their followers.