Yet again, a Facebook newsfeed update garners more column inches in our feeds than atrocities happening across the world. But that’s the echo chamber we live in. So here’s my thoughts.
After being lauded for doing ker-azy things as CEO like spending a year in another country or visiting every state in the US just because… because he can, the revelations of Russian interference and blatant click-baiting in both the US and UK political scene, it looks like Zuck got back to work. And has re-framed the conversation to make Facebook seem all cosy again. By making it much more about those real ‘moments of interaction’. So you’ll see more posts from people you want to interact with – your friends and family – and less from people you don’t. I, for one, will be happy to see less of the dreadful memes and those Lad Bible videos. I can but hope.
Basically he’s just weeding out the crap. Again. And again, everyone reacts in horror. How will I get my brand message in front of people now?
Well, stop creating shit content for a start.
In effect Zuck has just laid a red line (I listen to Radio 4 and that seems like a new fangled phrase these days) about shit posts. Unless your friends did it. Shit posts from brands are dead. Find stock photo, add motivational line, add copy, slap it on the page. Dead. Organic posts. Pretty much dead too.
And we should all celebrate that surely?
What is incumbent on brands is to bring back creativity. And align it to a media strategy. Creativity of thought and execution. Thought into those meaningful moments of interaction. Hasn’t marketing always been about that? What is my audience thinking/feeling/doing now and what would I like them to be thinking/feeling/doing? The joy if a platform like Facebook is that it is an advertising platform (because that is what we really should start to think about it as if you are not already) and you can micro target to the niche you want and exactly when you want minimising the wastage of other larger advertising platforms. What’s become the downfall of recent times has been shit content.
The move to video as a preferred format by users also drives the level of creativity up. You’re not going to enjoy a stock film are you? It starts to make the case for better investment in a channel where you’ve built a community. It starts to make a case for treating ‘social content’ like an advertising campaign. Call it moments of meaningful interaction if you like but it’s more advertising mindset than ever.
What can brands and agencies do?
- Make better creative content that has relevance and impact.
- Experiment with closed groups to truly deepen relationship with your core fans and bring added value.
- Experiment with video and live video content.
- Experiment with ‘tag a friend’ content but in a non-shit way. Obvs.
- Seriously invest in your paid strategy and advertising messages.
- Stop thinking of social content as calendar filling fodder.
Won’t you miss those random brand associations with random national day of blah? No, me neither.