The Power of Staying Relevant on Facebook
Facebook turned 20 years old in March 2024 (feeling old yet?). Over these two decades, Facebook has arguably changed our lives completely - whether for better or worse can be up for debate.
Despite all the challenges thrown its way, Facebook has managed to stay at the forefront of social media platforms, remaining in daily use for most and still experiencing user growth: in January 2024, there were almost 56 million Facebook users in the UK alone - 21.9% more than 4 years previously. Users are still turning to the platform as the place to connect and discover, so it should still occupy a significant place in brands’ social media strategy.
But how do brands stay relevant on a platform that has users from virtually all age groups, all with wildly different interests? We have three words for you: comedy, drama, nostalgia.
COMEDY - GET THEM LAUGHING
Here’s a universal truth: everyone enjoys having a laugh. Using comedy is an effective way to get your audience to engage and relate to you while not having to limit your content to a specific strand of message or format. As long as the core of the content stays true to your brand, you can experiment with funny short videos, trending or evergreen memes or even just a witty, humorous caption. It’s important to note that comedy can be hit-and-miss sometimes, so make sure you use testing to find what kind of humour hits the sweet laughing spot with your brand’s particular audience.
DRAMA - GET THEM TALKING
If there’s one thing that people love doing on social media is sharing their opinions - and dramatic moments offer a perfect vehicle to give your audience space to do just that. Whether you’re sharing a dramatic monologue from a classic movie, posting a reality show moment where emotions were running high or jumping on a topical, trending moment of celebrity feuding, your audience will undoubtedly have something to say - leading to high engagement on your page. Nevertheless, it must be said that you should avoid using anything controversial to avoid any chance of such content leading to a blowback and negative sentiments for your brand.
NOSTALGIA - GET THEM REMINISCING
Never underestimate the power of people remembering a good time. Nostalgia is an extremely powerful feeling that you can capitalise on to build strong relationships with your audience with high engagements while creating lasting impressions of your brand message. Remembering a classic movie quote or TV show moment or reminding people of a much-loved childhood toy or food item - to name a few examples - can create a shared bond of reminiscing with your audience, making your brand feel like one of them. However, ensure that the nostalgia is relevant for your brand, as otherwise it may alienate some of your audience if your content feels forced and unfit for your brand personality.
As you can tell by these examples, we have been enacting this exact strategy for our wonderful client PlutoTV on Facebook for over 2 years. The combination of drama, comedy, and nostalgia has helped Pluto TV to be at the forefront of Facebook users’ minds, raising awareness of the streaming platform as well as the shows and movies it has on offer. Each month, posts on Pluto TV’s Facebook page reach an average of 46.7 million users, generating an average 23M video views and receiving an average engagement of 246K. The results speak for themselves.
If you’re interested to hear more about how Wilderness can help you stay relevant and effective on Facebook, get in touch at hello@wilderness.agency.
