Browse Tag: Facebook Marketing

How to get most out of Facebook Ad Campaigns?

How to Get Most Out of Facebook Ad Campaigns

Facebook ads is an advertising platform that allows the brands to create and display ads on Facebook. Using facebook ads we can target large number of people who might be interested in our brands offerings. Keeping this in mind today we are going to talk about “How to get most out of Facebook Ad Campaigns”.

How to get most out of Facebook Ad Campaigns.

1. Select the right campaign goal

Select right campaign goal
Select the right campaign goal

The first thing you need to do to get most out of your Facebook ad Campaigns is to select an appropriate goal during campaign creation. Once you select your goal you are presented with the features and options that allows you to accomplish them.

These ensures that you are using features and options that suit your goals and are capable of giving you desired results.

2. Use A/B Testing

Use A/B Testing
Use A/B Testing

Next thing you can do to get the most out of your Facebook ad campaigns is used A/B testing. A/b testing also known as split testing is a tactic in which the performance of two ad creatives is compared to know which one performed better.

It shows which headline, call to action, images, text copy, ad placements etc work best with your audience. Using these results you can optimise your future campaigns and thus get better ROI from them.

3. Use Detailed Targeting

Use Detailed Targeting
Use Detailed Targeting

Detailed targeting is an audience level setting that allows you to include and target people based upon their demographics ,interests and behaviours.

This ensures that your ads reach right audience. For example: Suppose you sell customized picture coffee mugs here you can select anniversary( within 61-90 days) option in behavior category. These people are relevant to what you are offering and might buy your mugs when they see your ads.

4. Implement Facebook Pixel on your Website

Implement Facebook Pixel on your Website
Implement Facebook Pixel on your Website

Facebook pixel is a javascript code that you can place on your site. Facebook pixel allows you to track conversions,Optimise ads delivery based upon actions taken by the people on your site ,and create a lookalike audience who have the same characteristics as your top customers.

This ensures you get more conversions, more reach and more ROI through your facebook campaigns. Following are the steps to get your pixel code:

(i)Go to facebook ads manager.

(ii)Click on the pixel tab in the event manager.

(iii) Click on create pixel option.

(iv)Enter a name for your pixel and site url and click on continue.

(v)Congratulations you have successfully created pixel for your site.

Next you have to implement that code on your site . Once you have created pixel using above steps facebook will give you 3 options to install that code on your site. Select the option that best suit you and you have successfully installed facebook pixel on your site.

5. Use a Lookalike Audience

Use a Lookalike Audience
Use a Lookalike Audience

Next tip to get most out of facebook ad campaigns is created and use lookalike audience. Creating a lookalike audience allow you to target those people on facebook that exhibit the same characteristics and behaviours as your top customers or people who have interacted with your business in the past.

In order to create a lookalike audience, you need pixel data, mobile app data or data of your page fans. This ensures that your ads reach only those people who will be interested in your offerings.

6. Connections

Connections
Connections

Connections is a ad set level setting that allows you to include or exclude people from your audience. There are 4 connection type options in this setting:

(i)Facebook page.

(ii)Apps.

(iii)Events

(iv)Advanced combinations

This option allows you to include or exclude people from your target audience . It is a very useful setting and has many advantages too. For example, you can exclude people who have like your page. Since these people already like your page your offers or posts can reach them organically. So it would be better to exclude them to reach new people and get most out of your facebook ad campaigns.

7. Ad Scheduling

Ad Scheduling
Ad Scheduling

Ad scheduling is a campaign budget optimization setting that allows you to run your ads on selected days and selected hours. You can use this option to run your ads during your working hours to ensure you are there when your customer tries to reach you. Why is that important?

Simple nobody likes to wait and if you make your customer wait they might not come back when you are available to answer their queries or assist them.

8. Block List

Blocklist
Blocklist

Block list is a placement level setting which is available when you select edit placement option. Blocklist ensures that your ads don’t run on specified websites or apps within its audience network. This ensure your ads only show up on right sites and apps and not on sites and apps that are in your block list.

9. Use Call to Action

Use Call to Action
Use Call to Action

Add a call to action in your ad if you want to get most out of your Facebook ad campaigns. Call to action(CTA) can be defined as desired action you want people to take when they see your ads.

Call to action can persuade a person to take desired action like-signup for the newsletter, visit your site, purchase your products etc. Beside this ads with CTA have a better click through rate(ctr)as compared to ads without a CTA.

10. Relevant & Working Landing Page

Relevant and working landing page
Relevant and working landing page

The last tip to get the most out of your Facebook ad campaigns is used relevant and working landing page. A landing page is a page where your customer lands once he or she clicks on your ad.

You can reach the right audience using various settings but if you can’t ensure they land on right landing page then everything else you have done so far is useless. Ensure that you have landing page that is relevant to your ad text, loads fast and is carefully designed along with a call to action.

Conclusion

Facebook ads have very powerful and useful options and setting which if used can great results and more ROI. Use settings and options discussed in this post and you will get most out of your Facebook ad campaigns. Leave your comments below if you like this post or have any suggestion. I would love to read your views.

Beginner’s Guide to Facebook Ads

In today’s world, more than 1.2 billion people use Facebook and more than 30 million businesses have active pages.

Facebook ads help to reach businesses to the right audience with the right messages.

Paid advertising on Facebook is one of the best ways to impact the reach of the content. If you are willing to part with some funds, Facebook is a highly effective tool.

So, if you are thinking to try your hands in paid Facebook promotion for your business, here is the step by step guide with your first Facebook Ad.

To get started we must first visit the Ads Manager. Its where you create new ads, get an overview of your current campaigns and measure their performance.

Let’s jump right into the following steps: –

Step 1: Choose your Objective

Before creating any advertisement it’s important to think about the purpose of that advertisement and what you are aiming to achieve. That’s why the first step is to decide marketing objectives. Some goals could be as follows: –

1. Increase the traffic of website through Facebook

2. Increase number of people (attendees) at my event

3. Generating new leads

4. Boost engagement of our Facebook page

So, if the objective is clear in our mind, then making Facebook ads become much easier.

Step 2: Select your Audience

Once the objective has been deciding the next step is to select the correct audience so that we can put the relevant content according to that audience.

This is one of the important features for Facebook advertising as it helps in finding different audiences like: –

1. Core Audience

2. Custom Audience

3. Lookalike Audience

The Core Audience helps in finding the audience based on different criteria like demographics, interests, location. For e.g. the people who love doing online shopping.

There is a feature on Facebook called Custom audience in which we can engage to old customers. This feature helps in making a connection with the existing audience.

There is a feature of Look-Alike Audience as well in which the audience has not been engaged with the past, but they have the same interests as of the existing ones.

Step 3. Decide the Location of Your Ad

In Facebook this is not mandatory that you have to post your ads on Facebook only, you can post them in other mediums as well like Instagram and Messenger and within other mobile apps with Facebook audience network. It all depends on the target audience.

For e.g., If your audience is a frequent Instagram user then Instagram is a useful placement.

Step 4. Set your Budget

Budgeting is an important part of an advertising campaign. The cost depends on the total amount you spend or cost which you get from the ads.

The success of the ad depends on the ad auctions and how the ad has been performed in the mind of the target audience. An auction happens when a person is eligible to view your ad.

If you do not know much about auction bid, then you can set them to be automatic when creating the campaign.

You can also enter a daily budget or lifetime budget if you want to stop your campaign.

Step 5. Pick a Format

Ads can be very effective if we pick the right format for our campaign. The different options of ad formats can allow you to tailor your campaign to your selected target audiences.

The different options are as follows: –

1. Photo

Use different kinds of images to tell your story.

2. Video

Make videos to engage with your customer with the correct use of image, sound and motion.

3. Slideshow

Create lightweight videos in no time. This is the easiest, quick and affordable way to create a video like ads.

4. Collection

Showcase your products by telling the story in an impressive way.

5. Lead Ads

Use this format on Facebook to generate leads.

6. Link Ads

Increase the number of people on your website.

7. Dynamic Ads

It helps in finding the right audience for your products in a sophisticated and automated way.

Step 6. Place your Order

You can review your ad and confirm that you are ready to submit your ad.

Step 7. Measure the Performance of Your Ad

You can click on all available ads and analyze the ad performance. You can click on ‘view charts’ to get further details and measure it.

This is the place where we learn about the performance of the ad i.e whether it is meeting the objectives, but also the demographics and placement as well.

Metrics must be relevant to your ad’s objective. For eg, an ad is aimed at generating awareness is not measured by the same metrics as an ad focussed on increasing app installs.

With this, you can ensure your budget is well spent and you can track relevant metrics of your campaign.

With this, you can tell the actual success of each ad i.e which ad worked better and what can be improved in each ad.

Final Thoughts

As Facebook Marketing has gained immense importance in recent days, it is highly recommended that marketers should use this in their overall marketing strategy to reach out to their target audience. Hopefully, you must have got insights on Facebook Ads and will surely use it.

LinkedIn VS Facebook- From A Marketer’s Perspective

With the increasing number of social media platforms, as a marketer, we need to make a crucial choice of focusing our social media efforts on a limited number of platforms. This decision is vital to the existence of a brand and can make or break it as well.

In this blog post, we will discuss the difference between LinkedIn and Facebook and which platform will best help you achieve your goals and objectives.

A brief introduction of our two contestants for today:-

Facebook– People tend to spend more time on Facebook than on LinkedIn for the simple reason that it is perceived as a more ‘fun’ platform where friends are able to get together and share their thoughts and opinions over a casual post like a meme or joke. Facebook is clearly in the quantity win with over 2.07 billion monthly active users.

LinkedIn– LinkedIn, however, is a more serious platform where users log in for a specific purpose, be it recruitment, job hunting, connecting with colleagues or sharing their professional expertise on specific industry related topics. LinkedIn is far behind Facebook when it comes to the numbers game, with around 467 million members.

1. Audience Profile

Facebook– General consumers. Facebook is primarily a platform where friends and family get together to de-stress or connect with known persons. Marketers on Facebook need to keep their audience interests in mind, keeping the tone light and friendly. Create content which your audience would like to consume.

LinkedIn– Companies/organizations/businesses. LinkedIn allows users to create a professional, job-oriented profile, offering a variety of ways for a marketer to target based on seniority, job function, industry and more. Marketers on LinkedIn should keep the tone serious and professional, industry-specific and to the point. LinkedIn is primarily used by B2B businesses to connect with users in the same industry segment.

2. Analytics-

Facebook- Facebook provides real-time, built-in reports consisting data of the type of audience, their country of origin, and others ranging from likes, reach, visits, posts, people, events, videos, messages to a lot more. This data is very useful to a marketer as their job hardly ends after an advertising campaign is created. They constantly need to optimize it to achieve the best results at the lowest cost.

LinkedIn- LinkedIn does not provide extensive insights on page performance limiting to updates, interactions, clicks, impressions, reach, followers and visitors. This makes it difficult for a marketer to analyze and extract data on the performance of a LinkedIn campaign. 

3. Cost-

Facebook- Facebook gives the option to adjust how much you’re willing to pay per day (starting at Rs.40 per day), which corresponds to the number of users you reach out to. Overall, Facebook is a much cheaper option, with the average CPC of Rs. 5, being the lowest across all social media platforms. As a marketer, a lower cost is of vital importance in determining the success of an advertising campaign  

LinkedIn- LinkedIn offers a specific way to reach an audience but the cost is higher than Facebook’s. LinkedIn is said to be one of the most expensive advertising platforms in terms of average CPC of Rs.150. The minimum amount that LinkedIn will generally require you to allot for your CPC and CPM bids is Rs.100 (for either). And the minimum budget generally allotted by LinkedIn for your daily budget is Rs.500. The huge difference in cost from that of Facebook, shy away many marketers, making LinkedIn a secondary consideration. That being said, there a number of successfully launched campaigns on LinkedIn as well,  like the Volkswagen Campaign, where the results were far greater than the initial cost.

4. Branding-

Facebook- On Facebook there is a strong distinction between a user’s personal profile and a brand’s page. The content posted on a personal profile and a company’s page is completely different and unrelated. A marketer must build his company’s brand and his personal brand separately and simultaneously.

LinkedIn- On LinkedIn there is no distinction between personal and professional branding as it seamlessly integrates with each other in the form of a common profile. Through a user’s profile, it enables the audience to connect with the brand. Vice-versa if a brand posts valuable content then the employees of the brand are known as well. A marketer needs to be able to sell himself as well as his company through the use of one single profile.

5. Thought Leadership-

Facebook- Facebook is not a platform where users generally express their professional opinion but rather a light and casual conversation amongst friends. Marketers cannot hope to get their audience to pour out their expertise and insights into their industry or job.

LinkedIn- LinkedIn is the primary platform where users come together to influence others through their professional opinions. The most common place of thought leaders is LinkedIn groups where experts speak about their opinions with respect to a specific industry.

6. Marketing Objectives-

Facebook- As a marketer, Facebook provides a number of opportunities to achieve objectives such as Awareness, Consideration and Conversion but is more suitable for Direct Sales and Traffic. The level and detail of targeting on Facebook is world’s apart that of all other social media platforms, making it ideal for marketers to grow their brand.

LinkedIn- As a marketer, LinkedIn cannot be used to directly sell to your industrial buyers as users on LinkedIn login for their own personal and professional development rather than to outright buy a product or service. It will lead to a very low conversion rate and more often than not, a poor brand image.

Conclusion-

The controversy of which platform is better for marketing has been chewed over and over in the last years by marketers, entrepreneurs and bloggers.

Lately, Facebook is focusing on improving their paid marketing campaigns and continue to develop new and innovative features appealing to B2B companies and marketers alike, in a strive to reach above LinkedIn in the B2B space.

Having a deep understanding of who you are marketing to (your buyer personas) and how they use these platforms at each stage of the buyer’s journey, will enable you to become more customer-centric in your marketing.

Instead of focusing on which platform is better for your marketing strategy, simply being aware of how and when to use each on the potential journey your prospects go through before they decide to buy from you can make a dramatic shift in your marketing strategy.

 

To know more about effective ways to maximize Facebook conversions, check out ‘8 Types Of Facebook Content To Drive Engagement‘.

Image Source- Hootsuite, Pear Analytics, Pinterest, Social Media Examiner.

Facebook Vs Instagram which is best for marketing brands

                                     

Best place to do Marketing on Social Media

  • Instagram for better engagement: As compare to Facebook, Instagram has better engagement. The number of people post pictures and videos more than Facebook. In a data it was revealed that Instagram attracts more likes and comments per post than Facebook. This was especially true for small brands, and those food, fashion, travels. This shows the engagement of people is high on Instagram than on Facebook.

    average likes per post facebook instagram

  • Facebook for higher visibility and reach: When it comes to reach, Facebook has authority over Instagram. It does have only the larger user base, but also it has acceptance across most age groups. So you will have a better chance at boosting visibility using this platform. This is true if you are not targeting a specific age group.
  • Instagram is to target younger audience: Instagram appeal to younger audience. This is a best platform to target younger audience. Many brands who has its customer the younger audience target them on Instagram. A brand Harley Davidson target the younger audience that was only for men between the age group of 18-35 targeted them on Instagram and they targeted 1.4 million men in this age group in just three weeks.

  • Facebook for distributing information: It is a best place to distribute information than Instagram. You have limits on Instagram. Facebook gives you freedom to share unlimited links to your blogs and products pages. So if your objective is to promote your blog and distribute informational posts, it would be better option than Instagram.

Conclusion:- Choosing the right platform depends on what you are looking for. You have to look upon your goals and what you want to achieve from this campaign. Benefits of both the social media, Facebook and Instagram is highly subjective in nature. Different business and different audience means that what work better for you may not work well for another business. Different business have different target audience so they should choose their social media platform where they find their customers active. According to me, the best place for marketers to market their brand is Instagram because their you will find the huge audience to target. You can easily promote your business and engage with the audience.

LinkedIn VS Facebook- From A Marketer’s Perspective

With the increasing number of social media platforms, as a marketer, we need to make a crucial choice of focusing our social media efforts on a limited number of platforms. This decision is vital to the existence of a brand and can make or break it as well.

In this blog post, we will discuss the difference between LinkedIn and Facebook and which platform will best help you achieve your goals and objectives.

A brief introduction of our two contestants for today:-

Facebook– People tend to spend more time on Facebook than on LinkedIn for the simple reason that it is perceived as a more ‘fun’ platform where friends are able to get together and share their thoughts and opinions over a casual post like a meme or joke. Facebook is clearly in the quantity win with over 2.07 billion monthly active users.

LinkedIn– LinkedIn, however, is a more serious platform where users log in for a specific purpose, be it recruitment, job hunting, connecting with colleagues or sharing their professional expertise on specific industry related topics. LinkedIn is far behind Facebook when it comes to the numbers game, with around 467 million members.

1. Audience Profile

Facebook– General consumers. Facebook is primarily a platform where friends and family get together to de-stress or connect with known persons. Marketers on Facebook need to keep their audience interests in mind, keeping the tone light and friendly. Create content which your audience would like to consume.

LinkedIn– Companies/organizations/businesses. LinkedIn allows users to create a professional, job-oriented profile, offering a variety of ways for a marketer to target based on seniority, job function, industry and more. Marketers on LinkedIn should keep the tone serious and professional, industry-specific and to the point. LinkedIn is primarily used by B2B businesses to connect with users in the same industry segment.

2. Analytics-

Facebook- Facebook provides real-time, built-in reports consisting data of the type of audience, their country of origin, and others ranging from likes, reach, visits, posts, people, events, videos, messages to a lot more. This data is very useful to a marketer as their job hardly ends after an advertising campaign is created. They constantly need to optimize it to achieve the best results at the lowest cost.

LinkedIn- LinkedIn does not provide extensive insights on page performance limiting to updates, interactions, clicks, impressions, reach, followers and visitors. This makes it difficult for a marketer to analyze and extract data on the performance of a LinkedIn campaign. 

3. Cost-

Facebook- Facebook gives the option to adjust how much you’re willing to pay per day (starting at Rs.40 per day), which corresponds to the number of users you reach out to. Overall, Facebook is a much cheaper option, with the average CPC of Rs. 5, being the lowest across all social media platforms. As a marketer, a lower cost is of vital importance in determining the success of an advertising campaign  

LinkedIn- LinkedIn offers a specific way to reach an audience but the cost is higher than Facebook’s. LinkedIn is said to be one of the most expensive advertising platforms in terms of average CPC of Rs.150. The minimum amount that LinkedIn will generally require you to allot for your CPC and CPM bids is Rs.100 (for either). And the minimum budget generally allotted by LinkedIn for your daily budget is Rs.500. The huge difference in cost from that of Facebook, shy away many marketers, making LinkedIn a secondary consideration. That being said, there a number of successfully launched campaigns on LinkedIn as well,  like the Volkswagen Campaign, where the results were far greater than the initial cost.

4. Branding-

Facebook- On Facebook there is a strong distinction between a user’s personal profile and a brand’s page. The content posted on a personal profile and a company’s page is completely different and unrelated. A marketer must build his company’s brand and his personal brand separately and simultaneously.

LinkedIn- On LinkedIn there is no distinction between personal and professional branding as it seamlessly integrates with each other in the form of a common profile. Through a user’s profile, it enables the audience to connect with the brand. Vice-versa if a brand posts valuable content then the employees of the brand are known as well. A marketer needs to be able to sell himself as well as his company through the use of one single profile.

5. Thought Leadership-

Facebook- Facebook is not a platform where users generally express their professional opinion but rather a light and casual conversation amongst friends. Marketers cannot hope to get their audience to pour out their expertise and insights into their industry or job.

LinkedIn- LinkedIn is the primary platform where users come together to influence others through their professional opinions. The most common place of thought leaders is LinkedIn groups where experts speak about their opinions with respect to a specific industry.

6. Marketing Objectives-

Facebook- As a marketer, Facebook provides a number of opportunities to achieve objectives such as Awareness, Consideration and Conversion but is more suitable for Direct Sales and Traffic. The level and detail of targeting on Facebook is world’s apart that of all other social media platforms, making it ideal for marketers to grow their brand.

LinkedIn- As a marketer, LinkedIn cannot be used to directly sell to your industrial buyers as users on LinkedIn login for their own personal and professional development rather than to outright buy a product or service. It will lead to a very low conversion rate and more often than not, a poor brand image.

Conclusion-

The controversy of which platform is better for marketing has been chewed over and over in the last years by marketers, entrepreneurs and bloggers.

Lately, Facebook is focusing on improving their paid marketing campaigns and continue to develop new and innovative features appealing to B2B companies and marketers alike, in a strive to reach above LinkedIn in the B2B space.

Having a deep understanding of who you are marketing to (your buyer personas) and how they use these platforms at each stage of the buyer’s journey, will enable you to become more customer-centric in your marketing.

Instead of focusing on which platform is better for your marketing strategy, simply being aware of how and when to use each on the potential journey your prospects go through before they decide to buy from you can make a dramatic shift in your marketing strategy.

 

Image Source- Hootsuite, Pear Analytics, Pinterest, Social Media Examiner.

8 Types Of Facebook Content To Drive Engagement

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.

Happy Mother's Day from Practo!

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.

Conclusion

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.