The most important lesson from Facebook’s news feed upgrade announcement this week is this: multimedia is critical to your business’ success on Facebook.
Photos and videos will appear larger in the news feed – currently that content makes up 50% of the stream. And there’s a good reason for that. Facebook users are more engaged with multimedia than with text updates alone, or with text and a link. MBooth found that videos are shared 12 times more than link or text updates, and photos are liked 2 times more than text updates.
It makes sense. for Facebook users – your fans and followers – photos and videos are a huge part of their social media activity. A recent Pew Internet and American Life study shows that almost half (46%) of online adults post photos and video, while 56% have completed at least one photo-sharing activity.
For small businesses who are already using photos and video, the changes validate the time and effort they spend on creating that content. For those that aren’t, it’s time to take stock of your content creation for 2013, and change those New Year’s content resolutions. The top content types that small businesses in a BusinessBolts.com study planned to increase this year were written content; 53% wanted to focus on video, and 30% planned to increase photo creation. If your business placed multimedia towards the bottom of the list, your smartphone is going to be your new best friend.
The time is right for multimedia content, especially for small businesses on a small budget – no one has to purchase expensive equipment, or hire high-end professionals to show off their business. Everything you need is on your iPhone or Android. The tools are extremely easy to use, and you don’t have to spend hours on your photos or video. A couple of images in a small album or photo collage, or a short video (really short if you’re using 6 second clips from Vine) are all you need. If you haven’t already, download Instagram and Vine, and start capturing engaging, interesting visual content.