Here is another proof of mobile’s continuous rise, Facebook has announced that its mobile monthly active users (MAUs) have gone beyond the 1 billion mark. In its latest earnings report, the social network said mobile MAUs grew from 945 million in the final quarter of last year to 1.01 billion in the first quarter of 2014. This represents a 34% increase! Purely mobile MAUs – users who access Facebook exclusively through a smartphone or tablet – stood at 341 million, up from only 296 million in December last year and 189 million in Q1 2013.
But it’s not just the number of mobile MAUs that went up. Overall, including mobile users who are also desktop users, MAUs grew 15% year-on-year to 1.28 billion in March. So make sure that your clients’ websites are mobile responsive. You need to be more aggressive in Facebook marketing as well. More importantly, you need to know what type of status posts and content actually appeal to users.
Strategy Targeting Social Mobile Users
If you remember, I wrote a blog on how to convert Facebook mobile users into leads and sales a few months ago. And to summarize that strategy, what you need to do is to be more visible and engaging on Facebook (and other social media) by combining four services: Social Media Optimization, Local Buzz, Online Reputation Management, and Responsive Web Design.
First, you need to make sure the website is ready to receive and convert mobile traffic. Make it mobile responsive. Then, establish the client’s presence on Facebook with updates and comments. Use Local Buzz to increase check-ins, which are the types of posts that have a high click-through rate. Finally, ensure the client has positive reviews and web check-ins by running Online Reputation Management.
At the center of this mobile user-targeted strategy is the posting and uploading of quality content on the client’s Facebook page. Fortunately, some studies on engaging Facebook posts emerged from the time that blog was published and we can get some valuable tips from them. We know now what posts users like to share and spend time with.
Content & Posts That Appeal to Facebook Users
The first study is by Adobe and is called the Social Intelligence Report Q1 2014. The results are based on Adobe’s analysis of 260 billion Facebook ad impressions and 17 billion referred visits from social networking sites, among other data. The second study is by Social Bakers, which analyzed over 30,000 Facebook brand pages.
In essence, these reports share what types of posts users find engaging and shareable. These posts, therefore, can help you get more referral traffic from the world’s largest social network. You can then drive this traffic to your own or your client’s mobile responsive website and convert it to leads and sales.
Here are some key takeaways from the studies:
Use Images – While the engagement rate of images went down from 50% in Q1 2013 to 44% this year, they still remain the most engaging type of content to post on Facebook. They are also the overwhelming favorite post to share. The share rate of images in Q1 2014 stood at 63%, slightly down from 65% from the same quarter last year. Marketers seem to be getting this one right. According to Social Bakers, a majority 75% of posts made by brands include photos.
Post with Links – From only 9% last year, the share rate of posts with links now stands at 16%. While the figure remains small compared with the share rate of images, this growth in sharing of links represents a 77% year on year improvement. It’s more impressive when viewed on a quarter to quarter basis, growing 167%. “Marketers are looking to drive more people to their sites as posts with links have increased substantially in Q1,” Adobe noted. However, according to Social Bakers, links currently account for only 10% of posts made by brands.
Engage with Video – While other types of posts showed lower engagement rates, video bucked the trend by growing six points to 30%. This means video went up 25% year on year. Video plays also went up significantly. Video plays rose 134% quarter on quarter and an even more impressive 785% year on year. Take note that Facebook implemented auto-play videos in the final quarter of last year, and this change could have driven engagement rates up. “Marketers must keep an eye on Facebook algorithm changes and quickly adapt strategies to optimize value and reach of paid and organic posts,” Adobe recommended. This is a huge area for improvement as video accounts for a measly 4% of posts made by brands, according to Social Bakers.
Also, update on Fridays – Here’s a bonus tip. If there’s a best day to post on Facebook, it would have to be Friday. The report found that most comments, likes, and shares happen on Friday, followed by Saturday. The least activity happens on Sunday, Adobe said.
Visual Content is Engaging, Shareable
It’s obvious from study findings that the inclusion of visual elements in posting Facebook content is a must. If you’re running Facebook marketing for your own business or your clients, you must ensure that you have an ample supply of visual content to power your campaigns. Unfortunately, infographics and videos aren’t exactly the easiest types to create. Fortunately, our partner online marketing and web design resellers can get infographics, videos, and other types of content from us.
Here’s what you can do to increase the visual content you can share on Facebook. Cut portions of an infographic and share portions on Facebook. If you’ve seen the infographics we make, they’re of considerable length and as they are packed with research and statistics, even a small section can greatly benefit your potential and existing customers.
As a final tip, and as I’ve always recommended, please be sure that the website receiving the referral traffic from Facebook is mobile responsive. The number of users accessing the social network using not just desktop but mobile devices has breached the 1 billion mark and this is a fair indicator that they will be visiting your own and your clients’ website using multiple devices. Landing on a non-mobile friendly website frustrates mobile visitors and makes it more difficult to convert them into paying customers.
Here at Endlessrise, our partner online marketing and web design resellers can get not just services but the content they need to market and promote those services. We provide videos and infographics for paid members about each service that they can brand to themselves. If you’re looking for a white label online marketing outsource that gives you more than an outsource solution, then sign up as an Endlessrise reseller today .