Why Native Content Matters
I want you to think about stepping into Target to purchase some towels. Even though Target has a plethora of towels to choose from, you pick one up, and it says “towel of your dreams, go next door to buy it.” Instead of having the towels you want in the store, you are told to go next door to Bed Bath & Beyond. What type of Miracle on 34th Street is that? It wouldn’t happen. Target wants you to stay in their store as long as possible, and they want you to spend your hard earned dollars in each of their perfectly crafted aisles.
For the purpose of this article, I am going to focus on native content on Facebook. Much of what I write can be applied to other social platforms, and if you’d like to see more articles like this one, comment below so I know what topics you are most interested in reading.
What the heck is “native content” anyways?
Think of social media the same way. For many years, social media websites made it difficult to link to content off their respective platforms. Sites like Facebook want you to stay on Facebook as long as possible. They want to suck you into their endless library of content. As algorithms have evolved, sites like Facebook intentionally suppress off-site content in order to keep you on their site longer. This is where native content comes in and why it matters.
Native content, simply put, is content that is created on the intended social media platform without taking the end user to a different domain.
For instance, this article is going to be shared on Facebook, and unless we work strategically to work through Facebook algorithms, it will be suppressed as well. Facebook wants you to stay on Facebook. They don’t want you to leave Facebook and go to the MommyCon site.
Why are they so greedy with your time? Time is money. The more time you spend on their site, the more money they make.
So how do you create engaging content that is native and makes your company money? By being smart, witty, careful in your wording and making sure you are following all the rules. Maybe break a couple If you want to take a gamble on a big pay off.
Examples of native content that you might not think about.
YouTube vs Facebook Video Uploader: If sharing video, upload to both platforms. Videos uploaded directly to Facebook will be seen by more of your Facebook fan base. Videos on Youtube that you share on Facebook (with a link to YouTube) will be suppressed due to Facebook’s algorithms to keep your followers on their site.
Blog Post vs. Facebook Post: You have probably seen this time and time again. Why do influencers get 1000s of likes on their novel length Facebook status from Thursday? They are sharing more so that they suck in the end user. The end user loves their story, and will continue reading on their blog, or will engage in the comments, because they received enough of the story. Don’t be stingy with how much you share of your story. There’s a strong benefit to sharing more.
Images: Always upload your image to Facebook. Do not rely on a link auto-populating images from your website. There are ideal sizes for images uploaded for sharing Facebook posts, which you can find here.
At the end of the day, just remember that social media is ever changing and while native content is crucial today, and I foresee this trend continuing, it is ultimately up to you to keep tabs on emerging trends, rules and how to get the most reach from your content.
A smidge about me:
I currently speak at MommyCon on social media and branding as it relates to emerging brands. I am fiercely passionate about seeing female business owners succeed and be triumphant in their endeavors. If you are looking for social media consulting, I am available for hourly sessions customized to fit your brands needs. Shoot me an email at “xza.higgins (at) mommycon (dot) com.”