Major benefits of Facebook branded content and Instagram branded content. Four steps to creating branded content to improve brand awareness and customer loyalty…
— The author’s views are entirely his or her own and may not always reflect the views of Xanjero.
Do you want to introduce a new brand to the world, but have no idea how to do it right? Focus your marketing efforts on social media sites that have recently spiked in popularity – Facebook and Instagram. According to Statista, there are over 2.38 billion monthly active users on Facebook and over 1 billion monthly active users on Instagram.
The great news is that most social media users are ready to engage with brands. So if you create share-worthy content, you will have high chances to succeed.
This article will help you to understand how to design Facebook branded content and Instagram branded content. Feel free to use the recommendations given in this article to craft your next marketing campaign.
Benefits of Branded Content
Before you learn how to create branded content, you should get a clear understanding of what benefits you will get. Here are three convincing reasons to start using branded content right now.
Today, people do not trust traditional ads and TV commercials. And, as a rule, they have negative attitudes toward brands that use aggressive marketing tactics.
Modern customers do not believe the promises given by companies. But they trust real customer reviews and recommendations provided by influencers.
All shoppers value honesty. So they appreciate the fact that influencers disclose information about their partnership with the brands.
Screenshot source: https://www.instagram.com/p/B0BkI3mCaBI/
If you want to make people trust your company, don’t hesitate to collaborate with Facebook and Instagram influencers. It will help you to build strong relationships with your customers and increase brand exposure.
If you are ready to invest huge amounts of money into content production, that’s great. But if you have just created a business profile and have a few followers, the ROI of your content marketing campaign will be extremely low.
However, if you put the same amount of money into collaboration with influencers, you will significantly boost your marketing efforts. Influencers will help you to reach a wide target audience and increase brand awareness.
Let’s say you have only 5K followers, while niche influencer has 500K followers. If an influencer publishes sponsored post, you will get in 100 times higher reach and engagement than if you publish the same post on your profile.
Humanize Your Brand
If you want to add a human touch to your social media marketing, you should use branded content. In this way, your potential customers will associate your brand name not only with the products you sell but also with the image created by influencers.
Let’s consider a straightforward example. Dyson is a brand that is “passionate about science, engineering, and technology.” If you look through its Instagram profile, you will notice that it lacks a human touch.
To humanize its brand, Dyson decided to collaborate with Instagram influencers. It helped the company to engage the target audience and present its products from a non-scientific point of view.
Screenshot source: https://www.instagram.com/p/BzfZwT9IsXD/
Types of Facebook Branded Content
Currently, Facebook officially allows using the following types of posts with the branded content tag:
- 360-degree video
- GIF Animation
- Instant Article
- Plain text
Types of Instagram Branded Content
There are only four types of branded content you can use on Instagram.
Define Content Standards
No matter how qualified chosen content creators are, you shouldn’t allow them to publish sponsored posts without your permission. You should monitor the quality of every post they create. This is the only way to ensure that your brand message will be presented in the right way.
Marie Fincher, the Head of Content at TrustMyPaper, notes — “To avoid misunderstandings and boost collaboration, you should provide influencers with content creation guidelines”. For instance, you should mention whether you want your sponsored posts to be funny or serious, short or long. If you clearly explain how a perfect sponsored post should look like, you will not be disappointed with the result.
Create a Content Calendar
When it comes to branded content, timing is crucially important. If you choose the right moment to publish your sponsored post, you will double reach and engagement.
According to Sprout Official, the best time to post on Instagram and Facebook is the following:
- Tuesday at 3:00 p.m. and 9:00 p.m.
- Wednesday at 3:00 p.m. and 4:00 p.m.
- Thursday at 2:00 p.m. and 3:00 p.m.
- Friday at 10:00 a.m. and 2:00 p.m.
You should take this information into account when designing a content calendar. When planning a social media holiday campaign, make sure that your sponsored post will be published at least two weeks before the holiday.
Screenshot source: https://www.facebook.com/jessicabiel/photos/a.1018699734899600/1673837716052462/?type=3&theater
Use Advanced Content Editing Tools
While influencer is responsible for content creation, you are responsible for content quality control. For instance, if an influencer has written a lengthy caption, you need to proofread it. Because, if a sponsored post is full of mistakes and typos, it may negatively affect the reputation of your brand.
To monitor the quality of content, you may use video editing, image editing, proofreading, and other tools and services. It will improve your productivity, and you will check the quality of the posts fast and easily.
Engage with your Audience
You should use branded content as a tool to engage your audience. So make sure that every sponsored post encourages social media users to interact with the post.
The caption of the post should contain at least one question or call to action. You can ask your target audience to comment on a post, to tag a friend, to use a branded hashtag, or participate in a giveaway.
In 2019, it’s a wise decision to spend marketing budget on branded content. It’s the best way to increase reach, raise brand awareness, and improve customer loyalty.
Just keep in mind that you should partner only with those Instagram and Facebook influencers who have a good reputation. Otherwise, the collaboration will bring your company more harm than benefits.