Developing your fashion brand on Facebook can be a difficult task – You may spend time and money to promote your page, gain likes and circulate your content but still find that the actual level of engagement from your so called fans is minimal. How many of us have simply “liked” a page on Facebook and never actually bothered to read any of the pages posts or articles?
What really matters is to actually provide meaningfully and trusted content that engages your fan base and gives them a reason to click on your posts and interact with your business. This is one of the best practices on social media and we are going to explain to you why. You should aim to build a relationship with your fans and gain their trust – In turn, they will transfer their trust to their friends and family, and your levels of engagement will organically grow.
Let’s see an example of that trust in action:
What matters is not how well-known or famous a brand is, its more down to the trust we have into that brand – Facebook News feed was created to give you tailored content that reflects your lifestyle and likes. You are much more likely to read content from a source you trust, for example:
If person A shares a recent film they have watched on their news feed, friends B and C are much more inclined to go and watch this film too! Friends B and C trust Person A’s judgment and TRUST that they will have picked a good film to watch, so, in turn, will watch it too. On the flip side, if a random advert appeared on Friend B and C’s timeline for a film, because they do not trust the source, they may ignore it completely. The element of trust is imperative!
The Edge Rank Algorithm
In order to try and provide better matches for relevant content, Facebook developed the Edge Rank Algorithm. This algorithm is based on trust and the frequency of which you engage a pages content. For example, if you regularly like and comment on posts by New Look, new posts from New Look should appear regularly in your news feed. Alternatively, if you used to share content from New Look regularly, but haven’t in a few weeks, you may not see as many posts appearing in your feed as the algorithm deems that you are not as interested in New Looks content currently. What your friends share and comment on also carries weight and it is generally a continual process of accessing activity, engagement and trust between yourself and different Facebook pages.
The continual cycle of engagement
Shared content on Facebook continues to increase, so, in turn, this requires more effort for fashion businesses to put into making sure their content is shared and engaged with. The more that is shared on friends walls and on your own news feed, the more competition each business has to get their own posts viewed and shared – It is an ever-increasing cycle. General trends show that while more and more brands immerse and create a presence on social media outlets, few and few people are actually giving attention to these brands – Its saturation of the marketplace. More content and competition means fewer views and shares for each individual business – This is why creating meaningful content is so important! But, to begin with, you should first implement Facebook call-to-actions in your other supports.
Why paid Facebook ads are NOT the answer
It may seem like an appealing and easy way out – Pay a small amount of money to boost the visibility of one of your fashion businesses posts – This post will then be seen by thousands of people and your Facebook page’s activity will double right? Wrong! Although the visibility of your post will undoubtedly be increased, people stay on your page because you have a complete and meaningful content. We invite you to check here these examples of successful brands on social media according to Hubspot. How have you gained those thousands of users trust? Why would they want to engage with your paid advertisement? How is your post relevant to them without that initial bond of trust? In reality, it isn’t and in most cases, you may not see any improvement in the engagement at all – The people simply aren’t interested in sharing an article they know has been paid for!
So to summarize – Paid Ads and sheer volumes of Likes is not the way forward. What matters is the level of engagement and that can be achieved by building trust with your fan base on a personal level and providing your users with content that is relevant to them and content that they would want to in turn share with their friends and family.