BOOST YOUR SOCIAL MEDIA – THREE SIMPLE TRICKS

It’s no surprise, good content performs way better. Here’s 3 simple tricks to up those views and clicks…

OVERVIEW

Bromford’s a not for profit landlord and house builder that focuses on affordable homes. We have around 100,000 customers across the UK.

Headline 12 month stats for Facebook our main customer channel (29/10/21 – 29/10/22)

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INCREASE IN REACH

(663k)

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INCREASE IN ENGAGEMENT

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INCREASE IN MINUTES OF VIDEO VIEWED

55.4k minutes of content viewed

WE WANT STAKEHOLDERS TO FIND OUR CONTENT USEFUL AND ENGAGE WITH IT

We want people to read or watch our content. And then maybe take an action like a click or a reaction. Getting more of this starts by looking at what works well and refining it. AB testing helps, so 2 pieces of content with slight differences go head to head with a small audience and the winning post goes to reach the remaining audience. It’s now available in Meta Studio for organic posts and worth checking out.

CONTENT STRANDS THAT CAN BE REPEATED

Regular content strands work for Netflix. It’s familiar content for the viewers and for us, gives a framework to speed up the production process.

Money matters is a content strand we developed to share information and signpost people to support around the cost of living crisis. It’s includes articles, panel shows and updates created and published within minutes of key government announcements.

WHAT’S THE STORY? WHY DO WE CARE?

How can we sell it? The description, imagery and flow of the video all help.

The cat sat on the mat isn’t as intriguing as the cat sat on the dog’s matt.

Thumbnails, link images and the copy around them help to sell our content. I’ve been experimenting with thumbnail images and link images.

This thumbnail image (below or to the right) added time to the production process but helped to drive clicks to the article. It’s clickbait but I don’t feel that this is a bad thing.

As long as the content behind that click matches what the user was expecting, I feel we’re good.

This thumbnail for example has been embedded within the Bromford website so that it won’t just appear on Facebook, but also when someone shares the link on places like WhatsApp too.

IT TAKES TIME

Bromford’s seeing better results coming from content that’s taken more time to produce and seed.

Various outputs of the same video takes time but it’s meaning we’re reaching more people. We’re taking our content to where people are and making it easy for them to watch it. The same video across various channels durations and sizes. Reframing those shots, adding new graphics and in a lot of cases, making the edit shorter takes time but it’s worth the effort.

In summary, this section’s about more effort into stronger content strands, rather than spreading our resources too thinly. This isn’t to say that we don’t have regular content, but why put resource into something that already exists from another content provider. In short, we share other people’s posts and focus production time on unique content to Bromford.

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3-SECOND VIEWS

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15-SECOND VIEWS

IN CONCLUSION

Good content sold in the right way does better. What I want to do more of is maximising each individual content strand. Making sure a content strand has video, stills, article and maybe a press release.

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