KOCHI: A lot of times we as a startup see social media pages and wonder why is it that some pages are clicking so well and others not as much. We even experiment with putting some engaging content but it doesn’t work. We try putting offers and discounts but still the reach is minimum. Some startups even advertise on Facebook and realize that although they got the likes for the post they ran the campaign, they did not get likes on any consecutive posts. Why is that? The answer is that a social media post is made of two factors : Content and Broadcasting. While most pages are only focused on content, few are only focused on broadcasting. Content is what you post on your page and broadcasting is how you spread the word about it (advertising/ posting on FB groups/ hashtags etc).
Bad content + Bad broadcasting
That’s what you see on most Facebook pages. They will post about their offers that no one else cares about. They will post pictures of their office space or team that no one apart from their team is concerned about. A bad content from a consumer’s perspective and a bad broadcasting will lead the page nowhere.
Bad content + Good broadcasting
Let’s take example of “discount banner” again. It is bad content because it is only talking about the website giving little thought to what consumers are actually looking for. Now this post typically will have a bad conversion (that is ratio of people who watch the post to who click on the post). And thus good broadcasting may solve for the reach, it will not solve
Good content + Bad broadcasting
So you made an engaging content that will click with your target group. (This will need a little research on their age group, their taste etc). But you posted this on your FB page with little broadcasting. The result? Only countable people liked or saw your post! So although the conversion would be high but because your reach is low, the higher conversion would also not result in higher clicks.
Good content + Good broadcasting
Now this is where the magic lies! Make a good content and then broadcast it well. Advertise it to relevant target group, use correct hashtags, post on relevant facebook groups and whatsapp groups and let audience promote it further. This is where your good content can result in a viral post.
Happy posting
If you have any queries, feel free to write to me on Rajeev@TBSPlanet.com