Category: Social Media Marketing

How to Create Evergreen Content

Evergreen Content

Unlike other trees, “Evergreen” trees don’t lose their leaves as the season changes and time passes by. They have become a symbol of perpetual life. A digital marketing speaker Hong Kong compares the term “evergreen” with content that has long-term relevance. This type of content provides imminent benefits to brands and businesses. But what is evergreen content, and how do we create one? Here are the answers!

WHAT IS EVERGREEN CONTENT?

A social media agency Hong Kong defines evergreen content as search-optimized posts that stay fresh and relevant for readers. From its publication date, it continues to attract traffic over time. Current trends, holiday posts, news, pop culture, and statistics are not considered evergreen content. This is because they tend to become obsolete after 6 months. Evergreen content is commonly relevant to the readers for several years. There are even great evergreen posts that people can relate to for decades. Some popular types of evergreen content are:

  • Encyclopedia Entries
  • Frequently Asked Questions (FAQ)
  • How To
  • Industry Definitions
  • Interviews
  • Lists
  • Testimonials
  • Tips
  • Tutorials
  • Videos

Some topics never grow old. When you write about them, you will surely create evergreen content. These are 

  • Finance
  • Food
  • Health
  • Jobs and Careers
  • Love and Romance
  • Parenting
  • Pet Care
  • Weight Loss

What is important is that the topic should be relevant to a brand to drive traffic throughout the years. 

BENEFITS OF EVERGREEN CONTENT

Why should marketers care about creating evergreen content? It is because they offer immense benefits to brands and businesses.

  • They allow brands and businesses to connect with their social media audience. Evergreen content can be great posts to share on social media platforms. By being educational or informational, brands and businesses can develop deeper connections with their social media audiences. 
  • They can drive prospects to your sales funnel for a long period of time. Evergreen content has a long shelf life. They are topics that change very little over time. Such, they continue to drive traffic to your website throughout the years. 
  • They can improve a website’s search engine ranking. Because of the long shelf life of evergreen content, most searchers and writers can use the links of this content as a long-term reference. Such a backlinking process improves the website’s search engine ranking. 
  • They position a brand or business as an industry leader. Evergreen content typically discussed basic topics that beginners commonly search for. As they learn something from these posts, they will look upon the website as helpful and reputable. This positions the brand or business as an industry leader. 

HOW TO CREATE EVERGREEN CONTENT

The next question is how to create evergreen content. Here are some best practices

Create Powerful Headlines

Content creation starts with formulating a powerful headline. This method also applies to the creation of evergreen content. Headlines with the words best, data, guide, how to, reason, and top are the most searched topics among audiences. Headlines beginning with question words like what, when, where, who, why, etc. also appeal to potential readers. To create powerful headlines, brands and businesses can pair these words with the relevant topic they want to discuss in a post.

Do Your Research

Evergreen content typically answers frequently asked questions from the target audience of a brand or business. They provide best practices, explanations, and tips about different concepts involving industry or niche. Therefore, it is important to do your research in order to create evergreen content. A video marketing agency Hong Kong recommends researching a topic before formulating ideas for video creation. This is to be able to provide accurate and truthful information. By doing so, a brand or business can position itself as a go-to site for its target persona. It makes them a reputable leader in their industry or niche.

Make It Simple

Beginners are the common target of evergreen content. They are people searching for new concepts or skills. As such, a major key element in creating evergreen content is by making it simple. Use common language and terms. This allows your readers to easily understand the concept or step. Be straightforward. Go directly to the point to avoid confusing your audiences. At the same time, you will need to provide complete information to make your readers know the important things they need to remember. Back up your thoughts with reference links from reputable sources. This can help readers validate that the information you are giving is accurate and true.

Use Internal Linking

The best way to create evergreen content is to use internal linking. Link related evergreen posts on your website together. This is an SEO technique to allow your pages to get discovered. It improves the brand or business website’s SEO ranking and at the same time, expands your post’s reach. Internal linking may somewhat be challenging. But the key is to keep a record of everything you have published on your website. By connecting your evergreen content, you also increase the chance to get discovered long term. 

Reference: https://www.socialmediatoday.com/news/buzzsumo-shares-new-insights-on-how-to-create-evergreen-content-infographi/602834/

How to Improve Facebook Lead Gen Ads

Facebook Lead Gen Ads

Facebook believes that providing value to people can generate leads. As such, the platform makes it easier to generate leads via an auto-populated pop-up. It is more convenient than users manually filling up lead gen forms especially on mobile devices. People are more likely to complete them and reduce the number of drop-offs. Through audience selection, product optimization, and the right questions asked, Facebook lead gen ads have been very effective. Yet, digital marketing speaker Hong Kong recommends building highly targeted audiences to improve Facebook lead gen ads. Here’s how!

FACEBOOK IS A LEAD GENERATION BEAST!

A social media agency Hong Kong noted that Facebook is a lead generation beast. With 2.8 billion monthly active users (MAU), there is no doubt that it has proven itself among brands and businesses. Below are some statistics to prove the power of Facebook lead gen ads.

  • Businesses and brands have seen higher engagement rates on Facebook compared to other social media networks. A video marketing agency Hong Kong notes that the usage of videos on Facebook has increased to 1.25 billion people monthly. This is through Facebook Watch. Around 87% of Facebook engagements happen on posts with images and photos. They generate 179% more engagement than other posts. Over 2.5 billion comments are posted on the platform daily. 
  • Facebook houses a wide market for different audiences. Its users are ages 13 to more than 65 years old. The highest number of Facebook users are between 25 to 34 years old (31.6%). Those ages 18 to 24 years old come next (23.8%). Adults ages 35 to 44 (16.9%) and 45 to 54 (10.5%) have also been rising as a featured group of Facebook users. Facebook users access the app with an average of 8x per day. This makes Facebook the 3rd most visited site in the world. All the more, Facebook ads can reach 2.14 billion people.
  • Facebook takes digital marketing by storm. There are 90 million small businesses using Facebook Groups, Messenger, and Pages. 92% of digital marketers use Facebook ads. This is because 75% of Facebook users visit at least one local business page every week. While an average Facebook user clicks at least 12 ads every month.

HOW TO IMPROVE FACEBOOK LEAD GEN ADS

There are 4 key elements for effective lead generation on Facebook. Focusing on these elements can greatly improve Facebook lead gen ads. 

  • Landing Page is a key factor in generating leads via Facebook. The platform suggests testing different landing pages on a website through Facebook click-through ads. This is to see which page generates the highest click-through rates and conversions. 
  • Lead Capture means saving information from the leads. This element should make it clear to the audience what they are signing up for. By being straightforward on your lead gen ads, you have the assurance that you are getting the right people for your future outreach. 
  • Lead Magnets are special offers to Facebook users in exchange for the information they are giving a business. Facebook says that brands and businesses should adopt the “give before asking” mentality when creating lead magnets. A discount code, eBook, free trial, or newsletter should communicate a brand’s value upfront.
  • Lead Scoring can better customize target audiences on Facebook. By using a matrix prioritizing leads based on engagement, brands and businesses can greatly improve Facebook lead gen ads by contacting leads that are most likely to convert. 

Besides these 4 elements, Facebook also provides some tips to creating a successful lead gen ad copy. The ad must clearly articulate the benefit. Be straightforward in telling what you can offer to the audience in exchange for their information. You can use images to illustrate what benefits they can get. Never make a promise that you cannot deliver. Never exaggerate the promise either. Use exciting and short phrases to deliver your lead gen ad copy among Facebook users. Give them a reason to click. This, you can do, by using call-to-actions on your lead gen ads.

THE BOTTOM LINE

The key to improving your Facebook lead gen ads is to refine your approach using the above-mentioned tips. They are strategies directly coming from the Facebook team. By using Facebook’s targeting tools properly, you can maximize your lead generation efforts and gather more insights about the right people for every campaign.

Reference: https://www.facebook.com/business/news/tips-for-lead-generation-on-facebook#

How Instagram Algorithm Works

Instagram Algorithm

Michael Krieger, a computer programmer, was in Mexico for a holiday in 2010.  Together with a friend, Kevin Systrom, who was a former Google employee, they have developed a location-sharing platform called “Burbn.” During that holiday, Michael thought of sharing a photo on Burbn. But Kevin protested because the photos taken from Michael’s iPhone were not standard. To convince Kevin, Michael applied some filters to standardize the images. Alas, Burbn turned into Instagram. Its main selling point is adding filters to mobile phone photos.

Instagram is an online photo-sharing social network that Facebook acquired in 2021. It is entirely a visual platform relying on images and videos with text captions. Today, there are around 1.074 billion IG users. It is one of the most influential and popular social media platforms. Instagram has also played a major role in influencer marketing. According to a digital marketing speaker Hong Kong, the Kardashian clan, K-pop enthusiasts, and a lot more loyal fan groups have made Instagram an important marketing platform. Around 500 million Instagrammer use Instagram Stories daily. This made affiliate marketing and product tagging very effective on Instagram.

Yet, a lot of brands and businesses still can’t understand how the Instagram algorithm works. Most of the time, they face the challenge of what to post on the platform. To get a better understanding of the algorithms of Instagram, we’ve got you covered here.

What Is Instagram Algorithm?

A social media agency Hong Kong defines the Instagram algorithm as using pieces of interactions to prioritize posts that Instagrammers care about. It covers a variety of classifiers and processes designed for different purposes. Using AI technology, the platform personalized a user experience in the best ways they can. Back in 2010, the Instagram algorithm depended on the chronological order of the stream of photos posted on the platform. As Instagram users grew, it became impossible for users to see everything. So, in 2016, the platform introduced a feed algorithm that ranked posts based on what a user cared about most. Little by little, Facebook added explore, feed, stories, and reels on the app. Each feature uses a different algorithm and ranks things differently.

How Instagram Feeds and Stories Algorithm Work

Feeds and Stories are places where people want to see content from the people close to them – their family and friends. Here’s how the Instagram algorithm on feeds and stories work. First Instagram ranks recently shared posts and stories. Second, Instagram Ai uses signals and they have a thousand of them. For feeds and stories, the most important signals to rank posts are the following:

  • The people who made the post. Instagram ranks family, close friends, groups, etc. on top of users’ feeds and stories. This also includes posts and stories from accounts a user has previously followed or liked. For a video marketing agency Hong Kong, the most liked Instagram Stories commonly rank on the top of an Instagram feed.
  • A user’s recent activity on Instagram. Instagram AI takes into account the number of interactions a user has in the past weeks. This includes the history of the user’s interaction with other Instagrammers and the type of posts that a user commonly engages with. From these signals, Instagram will make the posts of previous interactions more visible on a user’s feed and even the type of content the user commonly consumes.

How Instagram Reels Algorithm Work

In August 2020, Instagram launched Reels. They are 15-second music and video clips that mimic TikTok. As they are designed for entertainment and fun, the Instagram Reels algorithm differs from that of feeds and stories. Under the Reels tab, Instagram users may see posts of people they don’t follow or know. Under the Instagram Reels algorithm, the most important signals are the following:

  • Information about a Reels’ post. Instagram AI looks at the audio track, frames, and pixel of every Reels content. It also considers the popularity of a Reels content as compelling. As such, any Reel that received the highest number of comments, likes, and other interactions may rank higher on the Reels tab.
  • A user’s activity. Instagram AI looks at things a user comments, likes, or engages with. It also looks at the recent Reels and videos a user has watched. These signals rank Reels content relevant to the user’s activities.

The Bottom Line

How the Instagram algorithm works depends largely on a user’s activity. Because Instagram strongly values a user’s experience, they rank feeds, Reels, and Stories based on your interests, preferences, and usages. As an Instagrammer, you can control what you see on the platform. This is by picking your close contacts, muting accounts you would like to stop seeing, and marking recommended posts as not interesting. For brands and businesses, creating content tailored according to a user’s interests and preferences can bring your campaigns to Instagram success.

Reference: https://about.instagram.com/blog/announcements/shedding-more-light-on-how-instagram-works

Targeting High-Value Audiences in Instagram

High-Value Audiences on Instagram

A large part of digital marketing today covers social media marketing. According to a digital marketing speaker Hong Kong, out of 7 billion people on the planet, 3.78 billion are social media users. Each day, the average time spent by a user on social media is 145 minutes. It is how they connect with the world, do online transactions, shop, and even work. Among the top four social media platforms for marketing are Facebook, Twitter, Instagram, and Pinterest. With 1 billion monthly active users, Instagram is the best choice among product-based brands. Yet a social media agency Hong Kong notes the importance of targeting high-value audiences to succeed in Instagram marketing. Here’s how!

The best way to target high-value audiences on Instagram is to determine the group’s awareness level. These can be categorized into three:

  • Top of the Funnel (TOFU) for audiences who are not yet aware of the brand.
  • Middle of Funnel (MOFU) for audiences who know the brand but need more information.
  • Bottom of the Funnel (BOFU) for audiences who already know the brand well and are ready to make a purchase.

From these three groups, brands and businesses can set the right goals according to the segmentation of the target audiences. 

Account-Based Custom Audiences

These high-value audiences are those who have engaged in a brand’s IG post, sent a message through Instagram Direct, or visited a brand’s profile on Instagram. Account-based custom audiences who engage on a brand’s IG post can be a good target for booking a demo ad. An account-based custom audience who sent a message through Instagram Direct can be a good target for brand awareness campaigns. While account-based custom audiences who visited a brand’s profile on Instagram can be a good target for conversion ads.

Events-Based Custom Audiences

Online events have boomed since the outbreak of COVID-19. Brands and businesses commonly host product launches and promotions through live broadcasts and virtual presentations. From the participants of these online events, you can build high-value audiences that can be targeted for conversion and engagement. These prospects have higher buying intent and can increase conversion. They can also offer a lot of values among brands and businesses like loyalty and recommendations.

Lead Form-Based Custom Audiences

These high-value audiences include people who subscribe to a marketing newsletter or updates. Brands can extract the said list and integrate them on an Instagram retargeting list. Through a “Consideration” objective, brands can start messaging these prospects via email, Instagram Direct, or phone to boost brand awareness.

Lookalike Audiences

This group is people who match a brand’s target persona. Brands can tap into the power of lookalike audiences by going to the “Custom Audiences” tab when creating an ad and creating a lookalike audience group. These groups can be based on any of the brand’s existing customer groups. Advertising to Instagram’s lookalike audiences is a great way to increase brand reach and retargeting campaigns. 

Saved Audiences

Most social media brands saved a list of their customers and loyal followers. These are data coming from a previous conversion or purchase. Brands and businesses can use the persona of these customers to retarget them through demographics. These include age, gender, language, and location. They can also be retargeted based on their interests, online behaviors, professional associations, etc. Saved audiences are the perfect group to achieve any goal of a brand via Instagram but can be high-value audiences on reach campaigns

Video-Based Custom Audiences

According to a video marketing agency Hong Kong, even though Instagram is popular as a photo-sharing app, it is also one of the top 3 social media platforms for video marketing. Instagram’s video-based custom audiences are very extensive. Those who have watched at least 25% of an Instagram video can be a good target for informational blog posts. Those who have watched at least 50% of an Instagram video can be paired with ads aiming to boost conversion and website traffic. 

Website Visitor-Based Custom Audiences

Brands and businesses can also leverage their website data to boost the success of Instagram ads. By offering small value to your website visitors via engaging Instagram content, you can turn them into high-value audiences through Instagram blog links, events, and specific offerings. 

THE BOTTOM LINE

Instagram offers a lot of ways for brands to expand and segment their audiences based on a brand’s marketing goal. The rule of thumb is for a brand to create the right buying persona for its Instagram ads and campaigns. By using Instagram insights from your previous ads and campaign, you can create high-value audiences that can boost awareness, consideration, conversion, engagement, and traffic. 

Reference: https://www.socialmediaexaminer.com/instagram-ad-targeting-8-valuable-audiences/

Facebook Ad Review

Facebook Ad Review

Facebook is the king of social media. There is no doubt about it. With 2.85 million monthly active users, the platform is the top target among brands and businesses. Yet for most social media marketers, creating a Facebook ad is somewhat a big challenge. Some may say that the process of approval takes quite so long, while others wonder why their ads are rejected. To give an overview of how to promote products and services on the platform, here’s a comprehensive Facebook ad review. 

WHAT ARE FACEBOOK ADS?

A social media agency Hong Kong defines Facebook Ads as paid content that promotes a brand, product, or service on the platform. They appear on Facebook, Instagram, Messenger, and Audience Network. They can be seen on Facebook and Instagram user’s home feeds, news feeds, and profile tabs. The ads that appear on a Facebook profile are based on the user’s interests, preferences, and usage. Yet, Facebook assures its users that they don’t sell their private information to advertisers. There are different types of Facebook ad formats. These are the following:

Image Ads allow the promotion of products and services using an optional footer and single photo. Facebook recommends using a JPG or PNG image file with a ratio of 1.91:1 to 1:1 and a resolution of 1080 x 1080 pixels. Alternatively, you can also upload images using the following file formats: BMP, DIB, HEIC, HEIF, IFF, JFIF, JP2, JPE, JPEG, PSD, TIF, TIFF, WBMP, WEBP, and XBM.

Video Ads allow the promotion of products and services using eye-catching movements in the form of a video. Facebook recommends keeping your videos at a length of 15 seconds or less. Although Audience Network and Instagram Feed allow videos with a length of up to 120 seconds. Facebook Feed, Marketplace, and Messenger Home support allow videos with a length of up to 240 minutes. A video marketing agency Hong Kong notes that live streaming and stories are effective video formats for Facebook video ads.

Carousel Ads allow showcasing 2 to 10 images or videos in a single ad with each image having its own call to actions (CTA), headline, and link. Facebook users can click the arrow or swipe the screen to view Carousel Ads.

Collection Ads allow showcasing multiple images and videos of products and services. Facebook shoppers can browse, discover, and purchase a product or service using their mobile devices. They open as Instant Experience Ads on mobile phones. 

Instant Experience Ads are collection ads opened using mobile phones. They open as a full-screen visual of brands, products, and services.

FACEBOOK ADS REVIEW 

For a digital marketing speaker Hong Kong, Facebook’s Ad review process is a common interest for brands and businesses alike. To better understand them, here’s how the process is implemented.

Facebook Ad reviews are made before all ads go live on the platform. The system relies on automation to apply Facebook’s advertising policies and community standards to the millions of ads run across Facebook’s family of apps. At some point, manual reviews are made to build and train Facebook’s ad automation technology.  The most commonly prohibited Facebook ads are the following:

  • Adult dating services, dirty magazines, or sex toys
  • Ammunition, explosives, and weapons
  • Cryptocurrency
  • Illegal drugs or drug-related products
  • Surveillance equipment like mobile phone trackers, spy cams, etc.
  • Unsafe supplements

In general, Facebook does not tolerate harmful, inaccurate, and illegal content. 

Facebook Ad review is typically completed 24 hours after a Facebook ad submission. Sometimes, the process may take longer as the ads need to be reviewed again. This can happen even if the Facebook Ad has already gone live. The results of the review dictate whether the Facebook Ad will be allowed to run or removed. An advertiser can still create a new Facebook Ad even if a previous ad is rejected. Or they can also revise the rejected Facebook Ad based on the feedback of the platform’s review. Unlike the typical Facebook Ad review process using automation, any re-review will be handled by human reviewers for better assessment. 

Beyond Facebook’s ad review process, Facebook also conducts investigations on an advertiser’s behavior. These investigations include advertising policy violations, community standard violations, and the number of rejected ads. Advertisers who violate Facebook’s advertising policies and community standards may not be allowed to run Facebook Ads. Facebook users can also report Facebook Ads that they believe to have violated Facebook’s advertising policies and community standards. Such feedback is very important to Facebook’s smooth enforcement of the ad review process. Facebook also keeps an Ad Library that is accessible to the public. Here, people can search for active Facebook Ads based on categories, demographics, and topics. 

THE BOTTOM LINE

Facebook Ad Review covers all ads before they go live and uses various steps via a fully automated process, although manual reviewers may intervene to further enhance the automation and look over any re-review request. Facebook Ad Review typically takes 24 hours or longer. There is nothing a brand can do to employ a secret runaround or trick to facilitate faster review. The only key is to strictly adhere to Facebook’s advertising policies and community standards.

Reference: https://www.facebook.com/business/news/facebook-ad-policy-process-and-review#