Do you prepare your Facebook posts to express effective brand messaging? Are they easily recognisable by followers as content created by your brand? If you are unsure, you probably need to work harder on this issue. After all, brand loyalty is the cornerstone of customer loyalty. You do not want to get only one sale from one lead. You want them to keep buying from you.
The Facebook Team is aware that many business owners like you are struggling to maintain customer loyalty, especially in this unparalleled crisis. This is why they decided to collect some valuable, recent insights and put them together in a video. Its topic revolves around effective brand messaging using all types of Facebook post formats: text, static image and video.
Build Brand Awareness and Loyalty with Effective Brand Messaging on Facebook
Every minute, the average global activity on Facebook is as follows:
- 317,000 status updates
- 147,000 photo uploads
- 54,000 shared links.
Adding the fact that the average user has 155 friends, you do the math: every user’s timeline is very crowded. Unless your messages stand out and are easily recognisable, your followers will scroll by them without engaging with them.
This is why effective brand messaging is so important. If you do it right, your followers will instantly notice your posts and know that they are worth watching or reading. And this is how you build lasting relationships with your followers that translate into more loyal customers.
The Insights on Effective Brand Messaging
Now for the details you’ve been waiting for: what Facebook advises on the topic. We analysed the video and extracted the following important points:
1. Add Captions to Videos
The rule of the thumb is to create videos that users can watch and understand with the sound turned off. Many of them browse Facebook while commuting and not all of them use headphones. Thus, they will keep the sound turned off in order to avoid disturbing fellow passengers.
Captions are useful even if Facebook users turn the sound on. Many of them are not native English speakers and have trouble following the spoken words. But they may become your customers nonetheless. Showing that you want to help them enjoy your video is a sign of effective brand messaging.
2. Mention Your Brand and Message Early in the Video
Users should see and/or hear your brand name during the first three seconds of your video. This establishes a rapport of acquaintance and results in higher conversion. Also, deliver the core message early in the video. Facebook recommends doing so within the first five seconds of your video.
According to their insights deriving from lab tests, stating your message early in the video boosts ad recall lift.
3. Use Questions in Your Content
As we mentioned in another article, questions make great Facebook content ideas. They are a part of effective brand messaging because they show you are interested in what your followers have to say.
Questions nurture conversations and will offer you valuable insights into what your followers want and are interested in. Looking over the answers may give you new content ideas for your blog or for the FAQ section on your website.
4. Create a Content Mix of Static Images and Videos
Video may be king, but don’t forget about images. Facebook found out that effective brand messaging involves a good mix of static images and videos. Their measurements indicated that users have 86% more confidence in brands that share their story through a variety of content formats.
5. Use Bite-Sized Scenes for Stories Ads
Facebook Stories are very popular among users and, thus, an ideal placement for ads. To make them most effective, mimic the style of the average Story. This means putting together short and dynamic scenes that keep the user engaged and blend well with the native story content format.