Facebook’s shift away from brand and publisher posts in our news feeds toward one-on-one peer interaction has left a lot of brand managers scratching their heads about staying relevant on the platform. The key – according to Social Media Insider Founder Michael Stelzner – will be unique and tailored content with the goal of prompting individuals to share with their peers. In other words, “being human at scale.”
Add aggressive deadlines and high expectations to the list, and we’re frequently working in a world that pushes forward so fast that it’s easy to forget to step back and think strategically once a plan is in place. Ultimately, the best-laid plans don’t mean much if expectations aren’t set, processes aren’t communicated, and those plans don’t evolve based on trends and ongoing data.
Given current user and content consumption statistics, incorporating additional video content into our integrated approach to digital marketing continues to be a growing need for our clients and their customers – so investing more resources in video is a no brainer.
There is a certain inherent viewer attraction to live video, even if the subject matter isn’t enhanced by the “live” factor. The problem with going live all of the time is eventually viewers will lose interest – or worse, individuals will mute or unfollow a brand/individual because “live video all the time” quickly becomes extremely uninteresting and/or annoying.