5 FB IG insights

Community is evolving
72% of people see community existing online as much as offline, and 74% now expect brands to actively contribute to society.

Sports fans are eager for 2020
With more than 1 in 5 people saying they start following their favorite teams or athletes a year in advance, this summer might just be the perfect time to start thinking about how you want to connect with these superfans.

Brands play a key role in the Instagram community
They go to Instagram to discover and access a wide variety of sources and are especially fans of direct communications from brands. Fun and entertaining brand content presented in an authentic way (that’s not necessarily perfect) is often what stands out.

People share what matters most to them
Planners can build more relevant campaigns by checking back each month to see what people in their key markets are talking about. E.g. May 2019 https://www.facebook.com/business/news/insights/2019-05-topics-to-watch-united-states?ref=fbiq_2019_summer#

Stories ads carry huge creative potential
https://www.facebook.com/business/news/insights/how-to-unlock-your-creative-potential-on-stories?ref=fbiq_2019_summer

Source: Facebook IQ

Fast Fashion

Think twice, what and where you buy matters and you can make the difference. “Fashion is a $2.4 trillion global sector that hires 70 million people worldwide and is the second biggest polluter after the oil industry.”

Future-proof your Content

Why you need to think like a publisher to become future-proof on content.

  • How to prepare for a future without Facebook
  • Decrease your dependency on social and Google
  • Avoid silo and channel thinking
  • Combine creative production with media buying
  • Set up a central content department including stakeholder management and editorial board
  • Balance between brand building, thought leadership and marketing campaigns
  • Report on business objectives instead of vanity metrics

In my book, I collect my 20+ years of experience with the best books on strategy and content. Crafted and written with a little help of AI :)

The outline in a nutshell. Tune and tweak in the details and pick what is relevant for you.

It’s a belief: First things first. Why the belief and the support from the C-suite is non-negotiable

• Part 1: Basics and Fundamentals. What do you need as a basic before you can even think about creating and publishing content

• Part 2: Structure. How to bring structure to your content and use data and research to make decisions.

• Part 3: Organization and Content Team. What you need to realize the central content production and media buying. From the employees to an organizational structure. Including that important stakeholder management. And to make a decision to in-house or not.

• Part 4: Tools and processes. What you need in workflows, processes, and tech. Plus: how to improve your brief to your agencies. ‘Sh*t in is sh*t out’ and having great content starts with yourself.

More information

Content Podcast

Sorry for non-Dutchies … it’s in Dutch :), date of recording May 2017.

Facebook engagement 2019

Key takeaways
• Engagements dropped significantly between 2017 and 2018, but they appear to have recovered at the start of this year
• Political content is dominant on the web, making up more than a third of the most engaged posts
• Fox News had the most stories in the top 10,000 stories for the year so far, with 438 between it and its subsidiaries
• Native video is still the most engaging native content, with average engagement on the top posts nearly 50 percent higher than any other
format
• Outside of political content, there were not many angry reactions on Facebook’s native content, and Angry reactions made up fewer than one percent of the reactions to the top 10,000 posts

Search and Video

“People move through the purchase journey on their own terms, seamlessly shifting between search and video.” “Our research shows that, on average, advertisers who run YouTube video ads in addition to Google Search ads see 3% higher search conversion rates and a 4% lower search cost per acquisition compared to advertisers who run Google Search ads alone.”