Mark Zuckerberg wants you to be authentic. Here’s how one brand does it.
Recently, Facebook announced a series of tweaks to its algorithm to fight clickbait posts on its social network.
People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, “LIKE this if you’re an Aries!” This tactic, known as “engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.
Posts that ask people for help, advice, or recommendations, such as circulating a missing child report, raising money for a cause, or asking for travel tips, will not be adversely impacted by this update.
While it is good news for users, it also brings new restrictions on businesses trying to grow their digital footprint.
What to Avoid
Using any of the above given methods to grow your brand; although attractive, does little to build an authentic relationship between you and your customers in the long run. Likes, comments, tags mean nothing if they don’t convert into sales. Its that simple. The only path that leads from a post to a transaction is —Authenticity.
Authenticity is not a metric. Its the feel- you know it when you see it. When its faked, you can smell it from a mile away.
Huckberry sells outdoor gear through its ecommerce channel. That makes it an online retailer like Amazon. Or is it?
The moment you visit their website, something clicks. Delighted? You bet!
Here’s a snapshot of their Instagram feed.
Huckberry understands the power of storytelling better than almost any other ecommerce giant. The fact is prevalent in each photo they post. Their online store has a reading section- The Journal.
How many retailers do that?
Which is exactly why Huckberry is different. They’re non intrusive, even when they’re trying to Sell. Take a look.
Every single Instagram post, their journal, their store … everything is a reflection of who they are. When you instill your values into your business, the brand becomes a natural extension of yourself. Social Media has given us the tools to reach millions of people. But your customers have too much in their hands- Netflix, Spotify, Facebook … the list goes on. The only way you can compete for attention is when your authenticity oozes out of your brand and infects a segment who find it irresistible to not talk about you. Nike, Little Miss Matched, Ben & Jerry’s did it. So can you.
Tools You Can Leverage
Photo Editing — Snapspeed and Aviary
Shopping Links in Photos — Link My Photos and FourSixty
Templates — Canva
Thanks for reading. You can follow me HERE for more articles on businesses that are getting the social media strategy right and what you can learn from them.
