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More and more people are consuming content directly on social media. Especially, on mobile devices. Platforms such as Facebook, LinkedIn, Instagram, Snapchat, and Pinterest want your content. And... They want your audience. Organic reach is dropping heavily across the board. And... With Facebook rolling out advertising to groups, we may soon see organic reach being affected here. There are now 2 billion plus active social media users worldwide and this figure is expected to continue to grow. Especially, as more and more people get connected and mobile device usage grows. So... How do you leverage these platforms in order to continue to own your audience, grow your email list and drive traffic to your site? Is pay to play the only way?

  • DB

    Djahill Bahia

    over 4 years ago #

    I guess there is a twist to consider. Say that Organic traffic on Facebook is dead is pretty accurate, however, I believe that you can still get some Facebook Free Love. Example :

    I'm really interested in VR and so is Zuckerberg. It's his interest to promote VR via Facebook with 360 pictures. It is a fairly new digital product that needs to be spread to the mass to create a habit/need/interest for this.

    So by Creating Facebook360 content, I bet that I will reach further organically than posting a simple picture.

    I guess my point is, Creating content that serves the Social Media latest feature/vision is the way to better organic reach. It's kind of mutualism. You can repeat this with Instagram Live, Instagram Stories ...

    Maybe I should do a case study. Anyway, I already created an Infographic about how to create a facebook360 if you need it, ping me.

  • KP

    Kristina Petrick

    about 4 years ago #

    While ‘pay to play’ is definitely a good way of leveraging social media to grow our audience, it’s definitely not the only way. A very good (and free) way of building brand awareness and growing your audience is to go live with your marketing strategy. There are a couple of social media sites that you can utilize when going live, but the most popular are Periscope, Facebook, and more recently, Instagram.

    Seeing as how Facebook and Instagram are the most popular of the three, let’s focus on these. The strategies for both are pretty similar, but vary in some areas due to logistics. Whereas live videos on Facebook remain in the page feed after the broadcast (and become normal videos with a tag that says, “ was live”), live videos on Instagram disappear after the broadcast. As such, keep longer videos on Facebook and shorter ones with more eye-catching content on Instagram. As a side note, for a more in depth look into using Facebook live in your marketing strategy, check out this article (http://www.aumcore.com/blog/2016/09/21/how-to-use-facebook-live-in-a-digital-marketing-strategy/). Okay, so one of the most important things to do is to let your audience know that you’re going live. Send out a notification on all of your platforms and tell them where your broadcast is going to take place. This means posting and tweeting on different social media sites (and hope that your audience gets push notifications).

    Now let’s focus on actually using live videos in your strategy. For starters, you can get a boost in viewership by combining a live video and influencer marketing. You can also have interactive Q&A sessions and interviews in which your audience can post questions as comments and you/your interviewee can answer them. Something else to consider is doing a live product launch. It’s also especially ‘in the moment’ because it’s taking place right there, meaning no time for editing and special effects (what you see is what you get —> people respond fairly well to this).