Everywhere you go online, you see people saying the same thing: FACEBOOK IS DEAD.
But is it really?
Sure, you can stalk all your friends with Facebook Messenger, and while everyone is complaining about how invasive that is, we still continue to spend most of our time on Facebook.
Kind of like how Tinder is the joke of online dating yet in October 2014 it was processing over a billion swipes a day.
There are so many social media platforms out there from Twitter, Periscope, Meerkat, Instagram, and Pinterest, but the home platform is still Facebook. (Let’s not forget that Facebook owns Instagram.)
Marketers claim to hate Facebook because organic reach is down, but shouldn’t that just be an incentive to work harder? Since when did marketers worry about a challenge?
Spoiler alert: Marketing isn’t easy.
I’ve already written about how all Facebook wants is for marketers to actually provide value, and how this is actually a good idea in the long run because they are focusing on giving users quality content.
Twitter, on the other hand, is quickly becoming a dumping ground for spammy links and is moving away from it’s role as the cocktail party of the internet. Before, spamming on Twitter with links was like that belligerent drunk guy screaming how cool he is and was eventually escorted out. Now, Twitter is slowly becoming a frat party with everyone screaming how cool they are all day.
What Is Hot Right Now
What is taking off right now? Live streaming.
Almost everybody is focusing on live, in the moment content these days.
The thing about live streaming is that the potential is HUGE. Almost every industry out there could use live video streaming in some way.
Facebook, trying to stay ahead of the curve, is deciding to jump on this new idea by allowing certain public figures to live stream through their pages.
The brilliance behind this includes the fact that no one has to download more software to watch any of the streams, unlike for Periscope and Meerkat. They also recognize that these platforms get abused quickly, by starting with verified Facebook Mentions users, they are able to prevent the “platform fatigue” that comes from low quality content.
It’s already hard enough to earn people’s attention, but if you’re smart, you’ll realize the value of having eyes on your content and make it the best content possible. Once you have visitors to your page(s), it’s easier to influence behavior and funnel them to key areas (AKA your Call to Action button, which you should have set up).
Do you remember Facebook Home? If not, the basic premise is that we will all start on Facebook and then browse around from there. That’s still in the realm of possibility for all of our phones. As experienced marketers, we know that Facebook is still gearing toward this ambitious goal.
So How Do You to Stay Ahead of the Curve?
The most obvious first answer is to keep creating value.
You know what’s not valuable? Cheesy content with stock photos.
So what is valuable?
That depends entirely on your audience. Some people are performing well with long-form content, some are crushing video and some are finding success with images.
If you’re unsure of which medium to turn to, now is the time to try out various forms of content to see what sticks.
How to Stop A Scroll
The number one thing all marketers should be focusing on is how to get someone to stop scrolling. Have you seen how fast the younger generation scrolls through their feeds? It’s enough to give most of us a headache, but that’s the new standard.
You must stop the scroll if you want people to pay attention.
An incredible example of someone testing the waters to get people to stop is Gary Vaynerchuk.
He has been posting his video series, #AskGaryVee, on his Facebook page. As you’re scrolling and come across his videos, the first thing you’ll notice is that he’s flailing his arms at the screen in a panicked motion. It’s enough to grab your attention immediately because you’re wondering what this video could possibly be.
Then, he keeps waving and pointing at his ears; the universal sign for “Can you hear me? Turn on the volume!”
Facebook And Blogging?
Another aspect all content creators need to keep an eye on is long-form content on Facebook.
Going back to Gary, he has been posting basically entire blogs on Facebook. Here’s what he has to say about it:
A special thank you to Gary and the #AskGaryVee team (DRock) for allowing us to use this clip! The full episode is available here.
As this article explains, Facebook has been revamping its “Notes” features, which was basically small blogs for each user.
Since Facebook is still testing each new aspect, these changes are small, but the impact will be HUGE as marketers scramble to adapt.
It’s important to remember that Facebook has been around since 2004 and has adapted to maintain growth. They still have some tricks up their sleeves that will end up changing the entire platform to keep users hooked.
Now it’s up to us to adjust and stop the scroll.
