Let's read some blogs!

Updated: Nov 27, 2020

Last week’s clear cut question didn’t have a clear cut answer. It was one of those, ‘Well it depends…’. But a new question has blown into those grey skies and turned them clear [Facebook] blue. The answer: Facebook advertising is worth it. But why?

It’s the most popular social network in the world (by a longshot!)

Facebook has over 2.6 billion monthly active users worldwide. That’s over a third of the entire planet’s population. It’s not the fastest growing social media channel out there, but no other channel is even close to its market penetration. Instagram has over 1 billion monthly active users, Twitter has around 330 million.  

Why is its immense global reach important?

The larger the audience, the more granularly you can target potential prospects. Facebook has a whopping 1,300+ targeting options. You can target based on demographics (e.g. age, gender, location, income, education, job); life events (e.g. newly engaged, birthday coming up etc.); interests; behaviours (e.g. whether you upload photos, which device you access Facebook on, if you’ve made a purchase etc); connections (e.g. people who have liked your page, friends of people who have liked your page, people who have gone to your event etc); remarketing (e.g. people who have visited your website). 

With this level of targeting, you can make sure your adverts are getting in front of precisely the people you want. You can get incredibly specific about who you want to see your ad. This marketer was able to target ads specifically to his roommate! But there’s a balance to be struck when targeting.  Cast your net too narrowly and you could miss potential prospects; cast it too widely and your ad could be ignored. 

Any catches?

There is one aspect that could potentially bring grey clouds to advertising on the world’s biggest social media channel: its ad platform is complicated. There are 11 different ad objectives, 12 different ad types and, as mentioned, over 1,300 targeting options. Then you need to choose a bidding strategy, make sure you’re tracking conversions, and continuously analyse ad performance so that you can adapt your campaign to maximise return. 

So while you may be comfortable uploading a few snaps of your banana bread onto Facebook and reposting the latest lockdown meme, building Facebook advertising campaigns is a completely different kettle of fish. The trouble most businesses have with Facebook advertising is not understanding the platform properly; this results in them then overspending to try and get results. A lot goes into successfully using Facebook advertising, but two key things that can help ensure you’re not putting money down the Facebook drain are: know your objective for the ad campaign and know your target audience. 

To sum up, Facebook is the world’s biggest social media channel and advertising on it can definitely provide a positive ROI. The only way to find out if it could generate ROI for you is to give it a try! But to give yourself the best chance of getting results, be sure to get as well acquainted with the platform as you can. 

Want to advertise on Facebook, but not sure how to? We can help you out. Get in touch with us at hello@marketinnhospitality.co.uk

Updated: Nov 27, 2020

A clear cut question, explored in multiple studies. But it’s without a clear cut answer. Businesses have different objectives and audiences, and thus the optimum strategy for posting will differ. But whatever your business, when making decisions about when to post on social media you should always follow these three principles:

  • Quality over quantity

  • Consistency over frequency

  • Look to your audience for your answer

Before we delve into their detail, to kill any curiosity, here are some of the channel-specific recommendations from across studies. As already emphasised, it is the three principles that are king. But for those at the early stages of social media for business, you may wish to be aware of these recommendations so that you have a general idea of where you could start.

Facebook: most studies agree that once per day is optimal. Only if you’ve got more than 10,000 followers would two posts per day be recommended (Hubspot found that pages under 10,000 fans experienced a 50% drop in engagement per post if they posted more than once per day).

Instagram: the general consensus is to post once a day, and no more than 3 times per day. It is worth noting that a Union Metrics study found that, for Instagram, consistency is more important than frequency. If you make a habit of posting several times a day and then transition to only a few times a week, you will start to lose followers and generate less engagement per post. So find a pace and stick to it. 

Linkedin: at least twice a week, and no more than once each business day. Post in the mornings; Linkedin is a business community activity and tends to drop off after 5pm.

Twitter: there’s much debate about this one. Recommendations range from once per day to 51 times per day. Ultimately, it comes down to your goals. If you want to optimise your engagement per tweet, aim for 1-5 tweets per day. If you want to generate more total responses, tweet away (even 51 times). It’s important to remember that tweets have an incredibly short shelf-life, on average 15-20 minutes, so be sure to spread your tweets throughout the day. Digest these figures, but, as previously stressed, posting frequency strategy is not one size fits all. What you need to focus on first and foremost, is these three principles:

Another great example is Morning Coffee Thoughts by Zanna Van Dijk. Every morning she posts an Instagram story of three thoughts she had during her first coffee. Each thought/question is a bullet point of no more than 10 words and ranges from the profound and motivational to the ‘boring’ and basic, from ‘Your best is enough’ to ‘I cannot wait to watch Last Kingdom tonight.’ Doesn’t sound like ‘genuine value’ to you? Well, she did a poll with her followers on whether they wanted her to continue with Morning Coffee Thoughts or not, and a massive 91% said yes. It’s no surprise; as discussed in last week’s article about honesty on social media, people love relatability and realness and connect with those who show it. This case, where Zanna polled her followers, is also a great example of making content decisions based on your audience…

Base your decisions on your audience (and use analytics to help you). Different businesses have different audiences. To develop the best posting strategy for your business, you need to understand your audiences on your channels. Use the insights tools that the social media channels provide to help you do this. Find out who’s viewing and interacting with your content? Do posts get more engagement in the morning or at night? Do different tests to help you find out what works best for your audience (e.g. try posting at different times of day, different content themes, formats etc). If you want to dig deeper than the insights tools provided by the channels, there are additional analytics tools available. 

In summary, there is no magic answer to the question of how often to post on social media. What is key is consistently posting quality content, and using analytics to help you discover what works best for your audience. 

If you’d like to talk more about your social media, please feel free to contact us at hello@marketinnhospitality.co.uk


© 2021 by Market inn Ltd