8 Unique Ways to Attract Your Facebook Audience This Year

8 unique ways to attract facebook audience

Facebook, now Meta, remains one of the best ways to build your custom audience, raise brand awareness – and make more sales.

As the audience size for this legacy giant social media platform continues to soar each year, and everyone keeps waiting for the fall-out of Meta, keep holding your breath!

After all, it’s used by over a billion people, which means that your customers are there, waiting for you to entice them. 

The problem, however, is that your rivals are also using the same platform to attract the very same Facebook audience insight. Worse still, it’s estimated that 510,000+ comments are left on Facebook every single minute. 

This means that the only way to stand out is by doing things that they’re not doing.

Being unique on Facebook is all about thinking outside the box and being creative with your marketing, because let’s face it, your potential customer expects you to and they are inundated on every digital forum. It doesn’t have to be rocket science, but it does require ingenuity, creative strategery, and a data driven approach.

Join us as we take a look at 7 unique ways to attract Facebook audiences in your niche for more detailed targeting to grow your small audience into your target audience.

We will look at strategies, tools, the backend of the house, and give you real audience insights into creating real value!

“Let’s go, Let’s grow!”

Jenn Guidry | eclincher.com

Invest in a Social Media Management Tool

If you’re reading this, 2022 is already in the making. We are in full swing and SMBs and franchises need to take a page from marketing agencies and invest in a social media management software. There are plenty of tools out there, but only a select few that deliver significant value.

What can I do with a social media marketing software you ask?

  • Publish and schedule content far in advance (even omni-channel scheduling at the same time)
  • Design, create, and curate content for your social media feeds
  • Centralize your social media marketing strategy across platforms
  • Turn comment management and your grow your reputation with review management
  • Automate some of the mundane time consuming tasks
  • More cool stuff like promote your products or services or causes through your profile links
  • Collaborate with your team internally or externally and way more!

The point is how is your company evolving with the fast-paced nature of social media platforms. Facebook is innovating every day and if you didn’t know Meta is a huge part of the future of all the innovation. Meta owns Facebook and Instagram so it makes sense. 

 

why invest social media management tool graphic

 

Post Meaningful Content 

Facebook [Meta] followed Google’s footsteps a few years back, when Mark Zuckerberg announced changes to the Facebook algorithm. The changes were made so that the algorithm now prioritizes meaningful content. 

What does this even mean? Who decides that content is meaningful?

It means that content which is relevant to the end-users, and which gives them what they want and most out of life, while also improving their social interactions, will jump the queue in terms of being seen in their newsfeed.

If, on the other hand, you pump out by-the-numbers content that is sales-driven, irrelevant, and which doesn’t foster a sense of wellbeing or community, your content will be pushed down the queue – and may not even be seen at all. 

So, there are really three (ok four) ways you can create and post meaningful content:

  • Understand your audience. You can’t create meaningful content unless you know your audience inside-out in terms of their interests, their goals and aspirations, their core problems, and their needs and wants. There are tools to help with this, including Facebook Insights. You can also use Facebook’s free remarketing pixel to create custom audiences based on the people who’ve already visited your website (and by the way, this pixel also comes in handy for boosting conversions).
  • Facebook advertising: First, go to Facebook Ads Manager and create a Facebook pixel. If you’re planning on sponsoring content through the ads manager, consider running a (Meta) Facebook ad utilizing a lookalike audience and make sure to tap into your customer list or users which have already liked your Facebook page. If you’re just getting started, you might have to create audience lists or boost posts to get more eyeballs on your content.
  • Create content that you know will engineer real connections. Only after you understand your audience can you go on to create content that you know will hit differently with your audience. Your content must be valuable, helpful, insightful, friendly, personable, and it needs to encourage more social interactions.  
  • Don’t automate and schedule everything. Sometimes the realest content is that which just comes out of you at the spur of the moment. It’s relevant, it’s timely and it strikes a chord with your audience. If, on the other hand, you automate and schedule everything, it just makes your business look detached and impersonal. 

We spoke to Jenn Guidry at eclincher, and she had this to say about creating meaningful content:

“If you’re hung up on what content you should be creating, then you need to take a few steps back. Based on yoru customer insights, your go-to-market strategy should always address these concepts: 

  • Product Market Fit – Think about what problems your product or service solves
  • Target Audience – Mapping personas of your perfect client going beyond their demographics into their psychographics
  • Competitive Analysis plus market demand – Go beyond the SWOT and understand your competition
  • Distribution of Content – where and how you plan to reach your market. How will you promote your product or service?

Once you have this information and a clear understanding of who your customer is, then you can really focus on the messaging and positioning. If Facebook is important to your audience then consider your strategy, mark your OKRs (objectives and key results) you’re seeking from your Facebook campaigns to get to social media ROI

Never underestimate the power of talking to your potential customers and current clients. Run focus groups, surveys, and get on Zoom with them wherever they are. 

Competitors can also tell you a lot about your customer if you can’t afford expensive market research.

If you’re in the beginning stages, then audience insights help you understand your personas to a degree. Once you’ve got a custom audience you can begin mapping out what is important to them.

Test different messaging strategies to see what works and do not be afraid of failure. You’ll learn so much from this experience and utilize takeaways from your Facebook analytics or your 3rd party social media marketing software.

~ Jenn Guidry | Director of Marketing | eclincher

comment management graphic

Keep Things Brief – Engage Your Facebook Audience

The thing with meaningful content is that you can’t post great swathes of it all the time. 

Why? 

Because research has shown that the ideal Facebook post length is under 10 words. Captions matter with Facebook marketing too!

This means that, while you do need to double down on meaningful content, you also need to focus on brief but engaging posts, too. Not everyone who’s scrolling down their Facebook newsfeed wants to pause for a few minutes to read a lengthy post all the time. 

You might be asking, “but how do I create brief but engaging posts?”

It can sound tricky – but it doesn’t need to be. Of course, you’ll need a copywriting whizz in your team who can pull it off, but there are basic tricks of the trade that anyone can apply so that short, sharp posts have maximum impact. 

Here are some tips:
  • Ask questions. The easiest way to be brief and engaging is to ask questions. A question should elicit someone’s curiosity, be relevant to your audience, and hook them so that they stop scrolling for a few moments in order to answer it. Examples of questions include, “how do you …” “why do you …” “do you agree with …” and “what’s your preferred?”. These are simple but effective posts because they help you to get to the point quickly (see below) and they engage your audience. 
  • Get to the point. We have the attention span of a goldfish. But, we will pay attention if you’re doing this right. Cut all the fluff out of your text. Re-read it and trim out any more overkill. Be direct and as to-the-point as possible. If something has no relevance – get rid of it. 
  • Relay information quickly. Got a cool piece of info that will appeal to your readers? Get it out there! Don’t make them wait for it. Deliver the meat of the piece as soon as possible, avoid all fluff and publish the post. 
  • Add images. Worried that your Facebook post is too short and looks like it’s missing something? Add an image to bulk it out. 
  • Remember, it’s not the point to just get likes here. You want true engagement which could lead to trust which could lead to a new customer. That’s priceless social media ROI right there.
  • Create trust with your audience network immediately with video testimonials or quotes from early adopters of your product or service. Keep reading, we created a whole section on UGC below.

Create Viral Videos 

You’ve got 3 seconds to grab their attention. Yup. 3 seconds.

Research has shown that 100,000,000 hours of video content is consumed on (Meta) Facebook each day. Facebook advertising is responsible for a .

That’s a lot of video content, and it also means that standing out with viral video content won’t be easy. There’s a lot of noise 

But here’s the thing: If you’re to create a viral video, you have to do something unique that no one else is doing. And one of the core mistakes people make is linking out to a video that takes their customers away from Facebook. This is a rookie mistake because videos that go viral on video tend to be native videos. 

Facebook audience video abandonment graphic

Here are some more tips: 
  • Use the power of Facebook and Instagram stories if you aren’t already. Statistics show that stories are a chosen form of engagement vs the newsfeed. So play around with the options and use those links in your stories!
  • Customize your video thumbnail – A custom video thumbnail will help you attract more eyes to your video (provided it looks really cool). It’s just way better than letting Facebook pull any frame it likes for your thumbnail.
  • Make your video short and sweet – The videos that get shared the most tend to be the shortest. Your video should be no longer than 2 minutes, and preferably less than 15 seconds. A Facebook user is 47% more likely to abandon your video content after 15 seconds though, so entertain, educate, and have fun!
  • Create and share interviews! If you can get an influencer or partner brand on-board and drop their name in the intro, you’ve got a much better chance of going viral.
  • Add subtitles – Most people watch videos with the sound off, which is why you’ll be playing yourself if you don’t add subtitles. 
  • Make your video thrilling! – GoPro is one example of a brand that’s smashing Facebook video marketing, and they’re doing it with videos that get their viewers’ adrenaline pumping with action-packed scenes. Naturally, GoPro is tapping into their audiences tastes and needs. But if you can get their blood pumping so that they can’t do anything but engage with your content, you’re onto a winner. 
  • Add a CTA! – Yes, you want people to convert at the end of the video, but you’re also here to generate a bigger Facebook audience. So, ask folk to share your vid!
gary vaynerchuk screenshot
  • Add subtitles – Most people watch videos with the sound off, which is why you’ll be playing yourself if you don’t add subtitles. 
  • Make your video thrilling! GoPro is one example of a brand that’s smashing Facebook video marketing, and they’re doing it with videos that get their viewers’ adrenaline pumping with action-packed scenes. Naturally, GoPro is tapping into their audiences tastes and needs. But if you can get their blood pumping so that they can’t do anything but engage with your content, you’re onto a winner. 
  • Add a CTA! – Yes, you want people to convert at the end of the video, but you’re also here to generate a bigger Facebook audience. So, ask folk to share your vid! 

Go Live

Not all businesses want to go live on social media. We get it – it’s a bit scary. 

But going live can help to give you an edge over your competitors who are also so terrified of going live that they refuse to do it. 

Moreover, while recorded videos work well on Facebook, live videos have a three-times higher view rate

Live videos in general give you the chance to engage with your audience 1:1 – something that no other type of content allows. They’re personable, they show your customer the face behind your brand, and they’re fantastic for building trust. 

Plus, they’re great for shareability. 

  • Always engage your audience. When you go live, respond to comments, field questions, and bring them into the conversation. 
  • Host an FAQ. Live streams give your audience the chance to ask questions and get answers in real-time. Plus, everyone can join in and learn more about your brand. 
  • Ask for the share. Be explicit and ask people who are enjoying your live stream to share it. 
  • Stay live for longer. While recorded videos should be short and snappy, live videos should last much longer. You might even spend the first 10 minutes or so ‘warming up’ and welcoming people to the stream. 

Be The Brand That Interacts With Their Audience 

One of the best ways you can attract an audience to your Facebook page and improve conversions is to interact with them on a daily basis. 

This means going into the comments on your posts and replying to people. If possible, you should reply to all comments left by your audience. Naturally, this will be super time-consuming, which is why you’ll probably need to have a team that does this for you. 

Responding to comments is indeed one of the best ways you can build lasting relationships with your audience. But what about negative comments? Should you respond to them or leave them on the table? 

Keep your responses short, snappy, and happy. Just like Jamie Oliver’s team does on the regular:

facebook comment screenshot example jamie oliver
  • Try to respond to all comments. Naturally, if you have millions of comments, this will be tricky. If not, try to make a point of either you or someone on your team responding to all comments. As mentioned above, your comments just need to be short, snappy, and happy! 
  • Reply once. Don’t make the mistake of being dragged into a conversation because there’s no telling where it can lead! Reply once and then move on. Speaking of which…
  • Avoid arguments. If something is escalating, immediately leave the comments section. If something has already escalated, do not get into a public argument on Facebook, but instead, offer to take the conversation into your DMs. 
  • Respond to negative comments. Leaving negative comments on the table is bad business because it means that any issues people have raised look ignored. This is a red flag to other customers. The best thing to do is to respond to any and all concerns professionally, to admit to any mistakes you made, and to invite the customer to message you privately. 

Share User-Generated Content 

User-generated content proves useful for a few reasons. It’s a fantastic form of social proof. UGC invites your audience to be a part of your brand (great for community building), and the hard work is done for you. User generated content builds trust and we don’t buy anything these days without asking around first. Let your current customers help you push the needle forward.

What is UGC exactly?

what is ugc graphic

User-generated content is content that is created for your brand by other people (your customers). For example, it might be a video review of your products, a Facebook post, or even an entire blog post about your brand. 

Because it’s created by your customers and not you, it feels more authentic – which is awesome for building your Facebook audience and building that all-important trust. 

Moreover, you can also use it to drive more purchases. 

Here are some tips on how to encourage more user-generated content:

  • Ask people on Facebook to share photos and videos of themselves using your products. 
  • Make sure to add hashtags and emojis to the posts. 
  • Always credit the original author of the post. 
  • Create unique hashtags for your user-generated content campaigns. For example, you can build an entire campaign around a single hashtag where your customers can create a post of them using your products, before adding the hashtag. Then, you can select and share the best posts. 
  • Never share something without the author’s permission.
  • Offer an incentive. Some customers might not create content for you unless there’s a reward in it for themselves. An innovative idea is to launch a contest and offer an incentive for everyone to get involved (make sure it’s relevant to your brand and audience). 
  •  

Demonstrate Your Purpose 

Research has shown that customers align themselves with brands who share their purpose, and whose values match their own. This means that if you’re able to a) know what your purpose is and b) convey it to your followers, you could grow your Facebook audience.

What is a purpose?

A purpose is usually a social cause that a brand champions. For example, Starbucks has an entire page on their website dedicated to Responsibility. On this page, their customers can find links to how Starbucks is helping to improve conditions on the planet for all of us. 

And when people share such a cause, they might be more inclined to buy their coffee from Starbucks. 

starbucks Facebook screenshot

How can you demonstrate your purpose on Facebook? 

  • Tag any causes or charities you’ve partnered with in your posts
  • Shoot and post videos of your brand discussing why you support a specific cause
  • Encourage your audience to donate 
  • Share posts related to the causes and charities you support 

Final Thoughts 

There’s a lot to un-package here when it comes to adding value to your Facebook audience, and it’s really important that you avoid social media burnout in the process. But if you can put together a Facebook campaign froma go-to-market strategy that a) ensures you engage your Facebook audience, b) helps you go viral authentically, and c) means that you stand out from the competition, you should start to see your Facebook audience grow. 

Moreover, once you’ve made a start on each strategy listed above, we can’t guarantee that things will be plain sailing from there on – but what we can say is that it won’t be long before your campaign takes on a life of its own, after which you will need to take a look at your analytics, and make the necessary adjustments as and when they’re needed.

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