Facebook marketing doesn’t come with a definite list of DOs and DON’Ts that apply to any brand. You need to know the best practices for your industry, sector, or niche.
For example, an entertainment Facebook page that focuses on celebrity news could get away with:
- Clickbait headlines
- Exaggeration for effect
- Unbridled sarcasm
A doctor’s page, on the other hand, couldn’t employ the same tactics to gain popularity and increase likes.
That being said, there are several misguided opinions that people pass around regarding Facebook Management and Marketing. You may have heard these myths so many times that you began to believe and even follow them. Then you wondered why you weren’t getting results even though you had done “everything possible” to build a reputable page on Facebook.
We would like to help you move from following myths (regardless of how popular they are) to gaining a fresh new perspective on social media management that will set your brand apart. Having worked with several brands over the past three years, we’ve noticed that most people subscribe to Facebook myths that end up hurting their brand in one or more of the following ways:
- Loss of credibility
- Wasting time and other resources
- Legal and ethical issues
- Inconsistent brand image
- Missed engagement opportunities
- Stagnation
We’ve chosen the three most common misconceptions that we’ve come across. And we would like to show you precisely why these are all inaccurate.
Myth 1: You Need to Post Consistently on Facebook
You may have heard it from a lot of people:
“Once your brand is on Facebook, make sure you stick to your posting schedule like clockwork.”
The problem with this statement is that it’s a half-truth. And yet so many people take it as it is and run with it. They don’t realize that beyond posting regularly, they need a comprehensive Facebook marketing strategy that involves
- Creating quality, evergreen content
- Growth-oriented marketing
- Testing different aspects of their Facebook content
- Studying their audience (and listening to them)
- Deeply engaging with their audience
If you fail to do the above, you will tire yourself out because let’s face it, no one enjoys putting out content that people don’t care about or react to.
Sometimes You Need to STOP Posting
When you first started your Facebook page, you decided that you were going to post 3 times, 4 times, or every day of the week. But remember…that wasn’t an eternally binding oath.
If you’re not getting the follows, website visits, engagement, or sales you want from your Facebook, it’s okay to PAUSE for a while. Take a step back and analyze what’s not working in your entire game plan.
Revisit your social media strategy. Or even better speak to social media experts like us. We will review your strategy and advise on the best way forward to maximize your ROI and start nailing your marketing goals one by one.
Myth 2: Videos are Guaranteed to Perform Well on Facebook
Though Facebook videos indeed get 135% more organic reach than images, it doesn’t mean that any video is guaranteed to perform well on Facebook. Occasionally, a thoughtfully crafted image posted at the right moment can surpass a video post in terms of engagement.
We discovered several reasons why videos may fail to give you the desired results on Facebook:
- Overused Trends — No doubt, your marketing team must always be aware of top trends. However, hopping onto them without adding unique value to your video can lead to generic, forgettable content that doesn’t perform well.
- Technical Issues — Technical problems like video freezing, buffering, slow-loading videos, or poor sound quality can lead to viewers abandoning video content before it even starts. On the other hand, images, links, text posts, polls, GIFs, and memes aren’t affected as much by technical issues.
- Irrelevant Content — Even well-produced videos may not perform if they’re not relevant to the target audience’s interests or needs. Remember, content must always address what the audience cares about.
Another thing, even if your videos are relevant, good quality and excellently put together, you don’t want to post an overdose of them until they are monotonous to your followers. Consider surprising your followers with an instant article, quote, audio clip, check-ins, or other post format. That could be the engagement booster you’ve been looking for till now.
Myth 3: Use Your Company Logo as a Profile Picture
What’s particularly intriguing about this misconception is that it’s rarely voiced out. And yet it’s a widely held assumption that a company’s logo should be used as the profile picture for a business Facebook page. Most people don’t even consider alternative choices.
Most aren’t aware that this approach can unwittingly undermine their brand’s marketing endeavors, as it often leads to an oversimplified and monotonous representation.
A Company Logo May Come Off as Impersonal
In all your planning and content creation for Facebook, don’t forget that social media is all about human interaction. In other words, people are on Facebook mainly to connect with other people.
A logo may not convey that.
Think about it…how often do you comment on a business’s posts especially if their profile picture is their logo? Isn’t there something off about having a back-and-forth with a faceless account?
No doubt, the rules are different for bigger brands because people already know and recognize them as businesses. But if you’re running an SME, consider finding a friendly or professional face to mark a stronger impression on Facebook.
A Logo Gives You Less Opportunity for Updates
Keep in mind that your presence on Facebook is about creating an impact! You should seize every chance to get noticed in people’s feeds.
Now, the challenge with using your logo as your profile picture is that it doesn’t change often. This can make it less suitable if you intend to emphasize promotions, events, or time-sensitive content.
An update to your profile picture typically garners substantial engagement, as people tend to scrutinize even the smallest alterations, often interpreting them as a sign of progress in your field.
Don’t Rely on Unfounded Myths: Hire a Team of Social Media Experts
There are more Facebook myths that we did not touch on here today. Quick examples include:
- “You need to be on every social media platform.”
- “Boosting every post will grow your audience.”
- “It’s best to ignore negative comments.”
- “Buying Likes and Followers is a good idea.”
Some of these will slowly make you unpopular while some have the potential to get you flagged and penalized by Facebook.
To avoid any of that, it’s advisable to seek guidance from social media specialists who not only have an in-depth understanding of the Facebook algorithm but also regularly analyze different social media accounts.
At Don Creative Group, we are a team of such professionals.
Get in touch with us to discuss your Facebook marketing objectives and we’ll be happy to help you achieve them quicker.
