No amount of paid media is going to turn bad creative into good content. – Gary Vaynerchuk
For my first Switchversary last year, I blogged about what Switch is, this year I want to write about the importance of producing good content.
In the past two years at Switch, I have had the opportunity to understand the difference between boosting a post and creating good, quality content. See, most people believe that allocating a boosting budget to a post is enough to reach the desired target audience and get them to engage. Excuse my French, but that is bullshit – you will reach your audience and force them to consume something that they might not be interested in seeing, but you can’t be certain that they will engage with your post.
Nowadays there are still so many people who would rather post a floating image of their product on Facebook and spend money boosting it than investing their money in good, relevant, content.
Here’s why you need to start investing in quality content rather than boosted curated or low quality posts.
Good Content: Paid VS Organic Reach
If it were up to me, I would never boost any sort of content (sorry, Mark Zuckerberg) – this is because I truly believe in organic reach and engagement. The difference between Paid reach and Organic reach is in the word itself: with paid you are spending money in order to reach your audience, whereas with organic it’s the audience finding you thanks to Facebook’s algorithms and the engagement of their friends with the post.
It’s quite simple when you think about it – if you create good content, your audience will want to engage with it and share it with friends. In this way, your post will grow in reach automatically. When you share a post just for the sake of putting content on your page and then boosting it, you are basically throwing your money away,
This is exactly what we did with Kinnie: we’ve worked on a strategy to produce content that was more relevant to a local audience and to the brand itself. We’ve identified different content streams, all of which had different objectives and target audiences. Some of the content streams were more relevant for an older audience, whereas others directly targeted people in their twenties. Some pieces of content were more informative, and others were simply used to reinforce the message that Kinnie is a great local drink.
Exhibit A: We produced a series of recipe videos to show creative ways through which people can consume Kinnie – this is because we like to think outside the box and believe that Kinnie could be showcased as more than just a drink, but as a delicious ingredient too.
Exhibit B: To reinforce the culture and origins of Kinnie, we’ve launched a series of streams that solely aimed at showcasing the beautiful islands. We did this by snapping images of Kinnie around popular locations, but also by producing short videos that showed in deeper details beautiful locations around Malta, Gozo and Comino. It’s a combination of consumables and wanderlust – and what could be more engaging than that?
Instead of using high budgets to boost posts, we invested the money into creating quality content. The result? With more than half the number of posts and less boosting budget than the previous year, we’ve increased the Page’s total reach by 80%, the average organic reach per post by 370% and the Page’s total engagement by 47% in just under a year.
Want to find out more about how we achieved these numbers? You can contact us here – the coffee’s on us.
Good Content: Aspirational VS Irrelevant
Let me use Max Factor Malta as an example. We’ve been working with this cosmetic brand since 2014, but we’ve always had one main problem: we wouldn’t have relevant content to work with. We’ve had to use the content produced by Max Factor International to promote products/events/promotions on the page, and although it is aesthetically beautiful, the content just did not make sense for the Maltese market.
Most of the visuals involve Victoria’s Secret models using the products – and it’s no news that using overly-photoshopped models to promote cosmetics doesn’t quite work anymore. This is why we have launched the Max Factor Squad – a six month campaign which features six Maltese influencers who promote the brand locally. This was one done by producing high-quality visuals in our studio – a variety of videos and images that are being shared on social media and used to reinforce the message at point of sale in stores.
When comparing the figures from June to August 2016 (period without local campaign) to the June to August 2017 figures (period with local campaign), we have noticed that the Max Factor Malta Facebook’s Page’s total reach increased by 226%, of which 285% was the organic reach increase, along as a 350% increase in Engagement.
Good Content: Virality VS Dormant
I think that every agency, marketing executive and freelancer has heard the sentence ‘I want this to go viral’ at least once in their career (I’ve heard it approximately 47 times in the past three years). If creating content that goes viral was so easy, we’d all have over 500K likes on our images/videos, but it’s not. Virality just happens, and most of the time it hits when you least expect it. One thing that we can certainly do is increase the chances of a post performing well – and how do we do that? That’s right, by creating good content.
Start by defining your story (be it emotional, funny, serious, interesting etc), see how you want to say that story, and then produce it. Always keep in mind your audience – who are they? What do they like to see? Will they understand the message behind your story? You should always make sure that:
- Your story makes sense to your viewer
- It triggers a feeling – this is how you’ll get your audience to engage with it
This always makes me think about this one great advert, from Christmas 2015 – and if you’ve already seen it, it’s worth watching it again:
Good Content: the key to success
I can’t emphasize this enough to our clients: create good content and you will see results.
It’s very difficult for us marketers to work with brands that resort to stock photography and images of floating products in order to communicate a message. We no longer live in the era where we need to fight over a magazine spot – the challenge now is to produce content that is better than what others are creating, and I am not only referring to your competitors. As consumers, we are constantly thrown some sort of advertisement our way (boosted posts, sponsored posts, Google ads, banner ads etc etc), that we now manage to filter it all and carefully choose the ones we want to look at.
So: do you want to stand out from the crowd with good content, or are you okay with being filtered out with your boosted post? It’s all about making the transition from simply having an online presence to leaving an impact on your audience. If you don’t know where to start, we can help. Get in touch today.