This week eMarketer published some research about what actions on Facebook get consumers to engage with brands. From previous articles and conferences I remember learning that a customer only has the capacity to truly follow up to 5 brands. So while you might follow say 20 brands on Facebook, its likely that you only actively follow a handful. Therefore it's really important for a brand to grab a customer's attention when they have the chance.
Over 1,500 facebook posts were analyzed and the results show that posts with photos resulted in the highest user engagement (.37%) followed closely by vide0 (.31%). In third place is text only posts (.27%). And, it is clear that links alone result in less than half the engagement of video (.15%).
So if a brand posts daily on Facebook how can they keep up? One way is to post original daily video content. It could be a 1 minute video by an expert/editor/chef etc. If your brand is food related it could be a quick video on "what to make for dinner tonight". You could encourage users to post their photos of their evening meal. Additionally, by allowing users to comment on the meal and the integration with your brand you create a dialogue about your product. This would in turn further create conversation amongst fellow fans as they share their recommendations for improving the recipe. By inducing dialogue, and developing strong user engagement your brand becomes more relevant to the consumer (and hopefully it results in higher sales).
Of course each brand needs to determine the right content for their users but it's promising to note that video and photos don't need to be elaborate -- just compelling enough to keep your consumers following and hopefully engaging more with your brand.
http://www.emarketer.com/Article.aspx?R=1008677
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