5 Tips On How Video Contest Engagement Improves Facebook EdgeRank
When posting branded messages to Facebook, marketers should keep in mind that Pages updates that engage fans are more likely to reach larger audiences.
Facebook Page updates on average reach around only 15% of fans, but marketers can work on improving their EdgeRank, a score that determines what a updates are more likely to appear in any given fan's Facebook feed, to capture a larger share of their fans' attention more consistently.
Within Facebook, every time a brand posts a status update, comments, likes or shares something, this activity is given a score for the amount of engagement it receives. Facebook calls this score an “Edge”. A brand’s EdgeRank is the sum total of the brand’s history of engagement with its fans. EdgeRank is important because it helps to determine whether the brand’s activities are displayed towards the top of its fan’s Facebook pages (which helps to achieve greater interaction). More on how Edgerank is determined here.
Multi-media posts get the most interaction on Facebook and this sort of visual engagement holds significant weight in regards to leveraging EdgeRank. Videos continues to be among the most potent and cost-effective way to tell a brand's story and get people talking about it is through video. Great videos can go viral within a matter of days resulting in an increase in attention, identity, interest, and EdgeRank. Video contests can serve as an effective activity in increasing a brand's Facebook EdgeRank and, consequently, reaching a larger percentage of their social audience.
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Learn how these 5 tips on video contest engagement can increase your EdgeRank.
1) Build Community Feeling
Fans of a brand need to feel that they are a part of something, that they all share a common interest. While an increase in fan base may seem important, engaging those fans is paramount to retaining their loyalty and increasing your EdgeRank. Engaged fans help promote your brand and influence others to see the benefits of your community. Designing a video contest around interaction (i.e. voting, sharing, etc.) is a way to develop this type of community and a way to keep fans after the contest has ended.
2) Create Incentives
Cash awards are an obvious incentive, but video contest themes should also be aspirational and encourage creativity & fun. Having a contest encourages your fans to interact with your community and allows for your brand’s “Edge” to get seen. Fun contest themes pique the interest of not only your fans, but also their friends.
3) Put the Content Out There
Give fans the opportunity to show, vote, rank, or promote their video contest submissions within their community. Making videos public creates the look and feel for the contest as well as your brand. Fans will want to showcase their best work if they know it has the potential to reach a large number of people. Posting videos for the contest further develops quality content for fan engagement, but ultimately it results in valuable feedback between fans, strengthening your EdgeRank and consumer loyalty.
4) Be Consistent with Your Video Posts
Your EdgeRank suffers when you are not consistent in your engagement. Marketers often times have a “set it and forget” attitude which can leave the video contest and fan engagement stagnant. Inconsistency opens the doors for deterioration in fan interest and trust. By holding video contests regularly marketers create a sense of anticipation, encouraging fans to check in to see the latest developments and updates.
5) Solicit Responses to the Content You Post
Going beyond just posting content can encourage fan responses by including them in a bigger discussion about the video contest. Bigger discussions have a dramatic impact on increased EdgeRank and fan retention. Asking fans questions, talking about the contest, and posting updates on contest changes, favorite videos, or newest submissions can let your fans know the video contest is more than just an opportunity to submit work; it’s an opportunity to learn and grow.
Using video contest engagement to increase EdgeRank not only presents an opportunity for fans to learn and discuss, but it adds loyalty to your current fan base, exposure to a new fan base, and value with the overall experience.
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