Author Kurt Schauer
Many companies struggle with this problem: They have a glossy Facebook page that they feed with exciting content. They have actually already convinced some fans to "like" the company presentation. But they don't want to actively participate. The page seems like a sad show in which an entertainer is trying to force his audience to participate...
Note: Many fans do not see your content at all
Before you start with these tips, you should be aware of a fact that many companies are not aware of or at least do not take into account: most fans do not see your content at all. Facebook prefers to show posts from friends in the "timeline" (the news wall). "Locowise" calculated that in 2015 only between 7,1 and 8,4 percent of company posts actually reached their fans. Facebook has also since changed its algorithm - and gives friends' content even more preference. This makes it all the more important to activate the fans who see the posts from your company page and, ideally, encourage them to come back on their own.
1. Behind the magic:
Allow a look behind the scenes Users love to see that "real people" are working on the other end. Allow a look behind the scenes via your Facebook presence. Post pictures from the factory floor, your window or the office coffee machine. Give your company a human face that your fans can identify with.
2. Humor as a weapon: Laughter is never bad
It is probably the most well-known advertising concept that has lost none of its validity: people want to be made to laugh. Fulfill your users' wishes. Anecdotes from everyday office life are the easiest way to do this. For example, post funny customer letters - anonymously, of course - or write reports about what accidents or mishaps have happened to you in your everyday life. However, make sure that you do not write about anything that could jeopardize your fans' trust in you.
3. Nostalgia: Play with your history
Are you an older company that can look back on a proud history? Many fans love to indulge their nostalgic feelings, especially on Facebook. For example, post pictures from your office 30 or 40 years ago, remind people of old company names or long-forgotten company logos. Bring back the memories - this creates an emotional connection with your fans.
4. A little more action please: Present your offers in action
Surprisingly, many advertising images (and films) are often very static. Products are simply shown as they are - a description text announces what they can do. But most fans don't (just) want to read and use their imagination to imagine how the product works - they want to see it! Fulfill this wish and show your offers in action!
5. Good yesterday – and also today: Use successful content multiple times
This may not sound like a particularly good idea at first glance: why recycle content that has already been used? In fact, you just need to work intelligently, because what was good yesterday is usually still good today. For example, introduce "posts of the month" - from you and from fans. A competitive situation always encourages participation. You will quickly have users who want to reach a "post of the month".
6. Before and after comparison: What can your product do?
This tip is closely related to the last two: Don't just show your product in action, but also create targeted before and after comparisons. These are ideal as a "post of the month" (or "of the week"). For example, you offer cleaning foam for sofas and can easily address everyday problems such as: "Has your child left ugly stains on your couch with icy fingers? This is how our foam helps." The important thing with before and after comparisons is that you always address a problem that your fans can identify with.
7. Let your fans report or advertise for you
You don't always have to post the before and after comparisons yourself. Simply delegate this task to your fans. Let them report on their experiences with your product or post photos. Many companies don't like this form of activation because they fear critical posts: In fact, your users pay close attention to how you deal with criticism. In this way, user posts either advertise you or allow you to present yourself as serious and understanding.
8. Offer competitions
This tip to motivate your Facebook fans to participate is very closely related to number seven: To get your fans to post about their experiences, etc. with your products, you should offer competitions as a reward. Competitions always work well overall: As soon as something is free, people are on board.
9. Big words: Quote
If you are also active in social media in your private life, you will know that proverbs and quotes circulate thousands of times on the networks and are extremely popular. Take advantage of this and post quotes that fit your products. Ideally, you should slightly alter them and make them humorous, for example. If you publish a newspaper or run a news website, you could, for example, work with the classic: Are you sure about your opinion? We'd be happy to confuse you with facts!
10. Information compact: Post infographics
Over time, you will find many exciting infographics online that are relevant to your company. Post them. However, the information should not be direct advertising, but should actually inform users. In this way, your Facebook page becomes a place where your fans can get exciting information for them.
11. The customer is king: conduct surveys
There is no saying that consumers, fans, or whatever they are called, love as much as "the customer is king." So conduct surveys regularly and let your fans have a say on relevant questions. Then post the evidence that shows that you have actually implemented the survey results. But don't overdo it with the surveys: There have been cases where companies have conducted surveys about what they should survey next. This shows fans that it's not really about your opinion, but just about their activation.
12. Trust in videos
A general trend on the internet is that clips are becoming increasingly popular. That's why you should post moving images regularly. You should mix up the content: funny clips that you found on YouTube, for example, are just as suitable as tutorials on your products. Over time, you'll get to know your fans better and know which videos you should post.
Any questions?
Kurt Schauer
Managing Director
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