With so many users on Facebook, there must be an audience you can capture no matter how niche or “uninteresting” your industry is. Despite this, we still hear many brands complaining that their industry is too boring or too niche to get any engagement on Facebook.
The problem is that brands often gave tunnel vision and focus on publishing content that is very specific to their industry. They publish content such as industry news or trends, new products, or perhaps some pictures of their products. But we need to keep in mind that the list of social media topics can take a much larger range than this.
In a previous blog post, we discussed the three “E’s” of social media marketing and how it is important for brands to have a good balance of all three. The examples that are listed above are all “educational” posts, and they have left out the “empathy” and “entertain” portion.
So with this, let’s take a look at some examples of how brands in “boring” industries are producing interesting content:
Not Being Afraid to Utilize Comedy
GE is a great example of a brand in a “boring” industry that manages to make their content interesting. If you look at their page, it is full of puns, jokes, and what seems like cheesy quotes, but despite this, people love this page!
Don’t be afraid to utilize a little comedy. Everyone loves humor, and you should take advantage of this. After all, if a serious company like GE can makes jokes on their Facebook page, why can’t you?
It’s Okay to Go off Topic Once in a While
Marketo is a company that sells powerful and complete marketing software. Given the nature of their brand, they have tons of content to share. Even with all this available content, they are still posting humorous and often irrelevant content on their Facebook page. Believe it or not, these irrelevant posts are getting much more engagement than posts promoting white papers or serious blog posts.
What marketers must understand is that social media is a marathon. Unlike display or billboard advertisements, community managers are making much more content and sharing them much more regularly. Sure, your fans are there to want your product updates and intel, but they will get sick of it after a while. Fans want to see the human side of your brand and this is a great way to show them that you are not just a corporate robot posting on social media. Add some spice to your page and have some outrageous humor once in a while to keep fans engaged.
Be Present in the Here and Now
Facebook says that posts relating to the Independence Day receive 90% more engagement than normal day-to-day posts. Posting in the here and now is a great way to relate to your audience and to show that your company is always up-to-date.
These “here and now” posts does not have to be related to significant holidays such as July 4th – it can be as small as rooting for your city’s sports teams or even a post about a Friday!
There are many other ways you can turn your “boring” industry into something fun for your fans including trivia and fun facts to name a few. You will just need to open up your mind to the possibilities and get creative with it. Don’t be boxed up by always trying to educate or make posts that have to tie to your brand in someway. Sometimes, it feels liberating for yourself and your fans to post something witty and outrageous. Plus, the extra engagement in these posts can only benefit your Edgerank status.