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BizReport : Social Marketing : June 12, 2015

Top 3 tips for brands using Facebook Instant Articles

With Facebook holding such a controlling share of social media it is no wonder businesses flock to the social network. But, Facebook can be hard to navigate. There are Pages and Profiles, Events, Sponsored Stories. And the latest - Facebook Instant Articles. One expert offers advice to best use Instant Articles.

by Kristina Knight

First, understand your audience.

"To use Instant Articles effectively, it's important to understand your target audience and create relevant content. Your audience's age, location, profession and gender will impact the type of content that interests them most. Monitor what they're saying on social media and the type of information they're interacting with to determine what you should share as a brand and how you should develop your messaging," said Jordan Slabaugh, Vice President, Wayin.

Second, curate and create real-time content.

"Once you understand your audience's values, it's important to share content in response to real-time events that are important to them. This content can be brand-created or curated from public conversations and should be shared in a timely way as breaking news is happening. A recent Wayin study actually found that about a quarter of real-time marketers believe real-time marketing needs to happen within seconds. If brands truly want to act like news outlets, they need to be able to react quickly to stay top-of-mind as conversations are taking place," said Slabaugh. "To best find timely news to share with key audiences, brands need to invest in the right technology. Search and analytics tools can sift through the sea of social content in real time to help marketers find the content that is truly relevant to their brand and audience."

Third, encourage engagement with visual displays.

"Even with the right messaging targeted at the right audiences in real time, it can still be difficult for brands to encourage customers to engage in a meaningful way on social media sites themselves. Brands should pair social media efforts, like Instant Articles, with off-site displays. For example, brands could display consumer-generated social content about a relevant current event on in-store screens to motivate shoppers to make a purchase, or a non-profit could aggregate tweets about recent news and display them on an owned community to strengthen the message about a cause," said Slabaugh. "Paired with content like Facebook's Instant Articles, off-site visual content helps marketers reach and resonate with customers in a way that raises interest and connects into overall business goals."

Image via Shutterstock

Tags: advertising, facebook instant articles, facebook marketing, social marketing, social marketing content, social marketing tips, Wayin

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