Why Meta Should Never Have Allowed Cross-Posting Between Facebook & Instagram
Meta gives accounts the ability to crosspost between their Facebook and Instagram accounts in Meta Business Manager.
This functionality should not have ever been introduced because of the subtle, yet important ways posts differ between these two channels. Posts that work on Instagram will not work on Facebook, and vice versa. There are a few limited use cases where it does - if you are posting Instagram Stories without link stickers, for example, those can be cross-posted as Facebook Stories. Anything else just simply doesn’t work.
Multiple Hashtags Used on Instagram Don’t Work on Facebook
People don’t want to see the amount of hashtags on Facebook that you usually put on Instagram. The general rule for best practices is 1-2 hashtags, tops, on Facebook. While Meta doesn’t list numbers, here is its guide to hashtag use on Facebook for media, which can reasonably be extended to small businesses.
Savvy minds out there are probably just thinking “OK, so I’ll use 1-2 hashtags on Instagram to get around this.” No. While the days of massive hashtag sets are thankfully over, you still need about 10-12 to amplify the reach on your Instagram post.
Posts on Facebook are Missing Links Because They Were Meant for Instagram
My favourite restaurant pulls this one all the time. They’ll post about an amazing event that they are putting on, and then I have to visit their website to find information about it because they’re cross-posting their Instagram post, which doesn’t have a link. Since I’m a die-hard, I’ll hunt up the information, but casual fans probably aren’t doing that.
Posts on Instagram Have Dead Links
In the rarer case where a Facebook post is being cross-posted to Instagram, the Instagram post has a dead link, and usually not enough or zero hashtags. It’s super cringey to have a dead link in the content of your Instagram post. If you want to drive to content, write that the link is in the bio and use Linktree or a similar service to list your content on your Instagram profile.
Link Stickers on Instagram Stories Don’t Work on Facebook Stories on a Computer
I’m the first one to acknowledge that this one is a bit nitpicky, but when it comes to your content, I believe everyone should be able to access it.
Facebook doesn’t allow links to be posted on Facebook Stories. The workaround people have been using is to crosspost instagram Stories to Facebook Stories with a link sticker. The trouble is, this doesn’t work for your audience unless they are on mobile.
While it is true that 80% of Facebook users are on mobile, let’s not forget that it still has the largest user base - meaning 20% of its three billion monthly active users can’t click on your link.
In this case, your old school Facebook feed post (which, hopefully, you are doing as well) is enough to spread your content.
A Social Media Management Tool is Your Best Friend
If the last time you looked into a social media management tool like Hootsuite was a few years ago, you can be forgiven for most of the above minor crimes. Many of these tools did not have the ability to schedule various forms of content for Facebook and Instagram back then - but they do now.
Hootsuite and Later are both great options that allow scheduling for multiple formats on Facebook and Instagram. While neither are free, the cost is definitely worth it to both save yourself time and avoiding the above issues that you’ll inevitably run into if you rely solely on Meta Business Manager.
If you want to stick with free, just dip into the Content or Planner tabs on your Business Manager to make sure your content is customized properly for each channel.
And, of course, if you want to avoid any sloppiness at all, you can hire us to manage your social channels for you.
ChatGPT Can’t EAT With Google
AI tool’s use for web content is reminiscent of the content mill days
Unless you’ve been living under a rock, you’ve probably heard of ChatGPT. The AI Chatbot was released in November 2022 and it’s been making headlines ever since for its ability to draft statements, write novels, create code, and even pass exams.
ChatGPT can obviously write. But can it write well?
When it comes to content marketing, quality is key. Your copy is a reflection of your business and your brand, so it has to be perfect. Whether you’re crafting product promotions or blogging about your industry, it’s vital to hit the right tone and produce content that engages your audience. Not to mention grabbing the attention of search engines so you can maximize your web traffic.
ChatGPT isn’t there yet. That’s not to say it’s not a helpful tool to have in your kit, but it’s not quite the content-machine it’s hyped up to be. Embracing this emerging technology requires a thoughtful and holistic approach to content creation.
What is ChatGPT good for?
When you just need a few lines of content, ChatGPT can save you a lot of time, stress, and effort. The AI tool excels at quickly churning out simple sentences so it’s best used to:
Create social media posts about news & events
Communicate basic messages to clients (and we mean basic - don’t rely on ChatGPT to parse industry jargon or convey sophisticated ideas)
Draft sales landing pages (e.g. the pages attached to your Google Ads). These should always be reviewed by a marketing copywriter before final sign-off to ensure follow all Google Ad rules and will convert any visitors.
ChatGPT limitations
ChatGPT is not suitable for:
Thought leadership blog posts (e.g. ones ghostwritten for execs at your company to position them as thought leaders)
Web page and landing page content
Any content more complex than basic blogs or posts
Anything requiring "sales" language (landing pages, etc.)
EEAT & GPT
If you’re already using ChatGPT as part of your content strategy, you may have noticed a slight bump in your engagement. Especially if you weren’t producing much content beforehand.
Don’t be fooled. You should never judge a marketing strategy in the first phases. Often companies see a new-content bounce that doesn’t last which won’t generate good quality leads or conversions over the long-term.
Apart from the limitations around its content, ChatGPT won’t get your marketing where it needs to be for one important reason - Google.
Back in the era of content mills (remember those?) Google devised a content quality score to push back against all the low-quality writing, stuffed with keywords and purchased cheaply by businesses for use across their websites and social media.
This content quality score has evolved over time to become even more eagle-eyed at spotting bad writing. Now known as EEAT (Expertise, Experience, Authoritativeness, Trustworthiness), it’s the difference between your content appearing in prime position on SERP or languishing unnoticed in a dusty corner of the internet.
Given its current capabilities, it’s highly likely that ChatGPT content will fail the EEAT test and, like content-mill-copy before it, be scrubbed from search engines.
Google has already issued content creators with a warning, advising in a recent update that “using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”
Ever-alert to companies trying to game the system, Google has said it will take a zero tolerance approach to this AI-created ‘spam’, leaving companies that were reliant on the tool turning to the professionals for hasty rewrites or ditching the offending copy entirely.
Quality > Quantity
ChatGPT is undoubtedly a great revolution in work and will facilitate more creative content creation. But the technology still has some growing up to do.
In a few more years it will likely be a lead-generating powerhouse. Until then, there’s no replacement for a dedicated digital writing professional with expertise in SEO. Use it wisely and sparingly but don’t forget the lessons of the now-extinct content mills. Google is watching and quality content will always rank higher than a quick fix.
Our team can help your business build a long-term digital marketing strategy focused on SEO and audience engagement - ensuring your content drives and supports your organization’s goals. Contact us today to get started!
Meta is Mulling a Canadian News Blackout - Here’s How to Tweak Your Social Media Strategy
As the controversial online communications bill, C-18, makes it way through committee hearings, Canadian companies are preparing for a shake-up in how they connect with their audiences online.
Bill C-18 would force social media platforms to compensate Canadian news outlets for their content - paying up every time a link is shared on their site. In response, Meta has begun drawing up a plan to end news sharing on Facebook and Instagram in Canada.
Should Meta go ahead with their plans, businesses who routinely share news articles in their feeds will find themselves with a content shortfall. These publishers will have to get creative to bridge that gap, looking to other sources to continue connecting and engaging with their audience.
How to refine your social strategy
1. Use blogs from other sources
The proposed new regulations would only apply to ‘news’. While Meta is currently deliberating on an exact definition, it’s unlikely that this would cover blogs or similar content. Now’s the time to research what content others in your industry are producing and share that content (provided it would be of interest to your audience).
Take a look at what your suppliers are doing, find vendors with engaging content, make a list of reliable industry sources - leading experts, industry players, sector associations etc - and mine their resources for quality content you can share across Facebook and Instagram.
2. Create your own content
Sharing news relevant to your industry is an important part of building your brand and creating an authoritative, reliable, and engaged voice for your business. But that’s tough to do if you’re not actually allowed to share news.
A good workaround is to create your own news content. If you find something newsworthy, write about it - you can always link to the original source within your article. Original, good quality writing is always worth the investment, helping you build credibility within your community and giving you a library of content that you can later repurpose into ebooks, whitepapers, more blogs, and social media content.
3. Focus on promotions and products
Given the imminent news blackout, it’s just good sense to pivot away from news - at least for some of your strategy. Take this opportunity to hone in on what you’re selling, producing content around your latest products and promotions.
Your marketing team should work closely with your sales team to determine which products you want to highlight, plan promotions or events, and together create a social media calendar built around your inventory.
4. Share local events
Your local community is your best customer, especially if you’re a small and/or rural business. If there’s something happening in your area, let your audience know. Just be sure to share from the event organizer’s website rather than a local news article so it stays under Meta’s radar.
5. Get help
Good marketing teams know their industry, and they’re fully aware of Bill C-18, its implications, and the reaction from companies like Meta. They can help you plan accordingly, taking a holistic view of how your content and other assets can be leveraged by marketing and sales to boost your profile online, despite the challenges.
Don’t be afraid to reach out if you need expert advice. At Working Web Communications, we offer tailored packages to match your goals and budget so you aren’t tied into a service you don’t need and can’t afford.
Whether you just need help managing your Meta accounts and getting started with Facebook Business Manager or want a full-service content calendar and campaign, our team has the experience and expertise to get it done. Contact us today to schedule a consultation and find out more.
Why Do I Need An Ongoing Web Content Program?
This is a legitimate question. If you’ve already spent a good deal of time and money on website pages and blogs, why do more? If you’re ranking for keywords that you think are working for you and garnering a large amount of searches, it becomes even harder to justify marketing dollars for an ongoing program.
The answer is that an ongoing web content program has the ability to position your business as a thought leader and garner targeted web searches which produce higher-quality leads. It’s hard to make an argument for it in quarterly reporting, since those reports focus on short-term results. You won’t see a traffic spike when you post a new blog to your site as you do with an ad, and this can lead to some doubt about its worth.
The argument is best made as one of long-term investment and quality of leads. Paid search and other digital advertising results usually come with a higher bounce rate and lower conversions than organic search results. Where an ad is gone in a month, your web content sits on your site and can continue to draw in traffic for years - if it is the right content targeted to the right people. High-quality web content is the blue chip stock in your marketing portfolio which you hold onto for long-term gains.
Quality > quantity
If you want quality leads, you need quality writing. And that means bringing in the professionals. While junior writers are still honing their craft, more senior content creators have a tried and tested skill-set. They’ve also learned from years of experience, developing an instinct and an eye for copy that converts.
So what is quality content? Anyone who’s ever worked in marketing knows there are no hard and fast rules, but there are some general guidelines when it comes to sorting mediocre marketing from compelling copy.
High-quality content is:
Engaging - reaching your target audience by catering to their specific needs or challenges
Well-researched - you can’t reach your audience if you don’t know your audience. Good writers will delve into topic areas to ensure they know what they’re talking about, rather than spouting jargon or simply copying competitors. They also do their keyword research, knowing exactly what phrases will get you views
Sophisticated - staying away from obvious gimmicks, aggressive persuasion, fear-based content, or other lazy marketing tricks
Clear - if your audience can’t tell what you’re selling, how can they buy it? Your copy should clearly define your value proposition and next steps
Original - your copy should offer your audience something new, whether that’s information they might not know, news about a product launch, or a new spin on an old idea
Top-notch content doesn’t just improve your brand’s credibility, raise awareness of your products or services, and generate sales. It also makes your content more appealing to audiences and search engine algorithms - thereby making it more likely that you’ll zoom to the top of the Search Engine Results Page (SERP).
Google’s search bots are more discerning than you think. They determine quality by looking at factors now known by the handy acronym, E-A-T - Expertise, Authoritativeness, Trustworthiness. The search giant released its most recent Search Quality Evaluator Guidelines in October 2021 to give businesses even more detail on what exactly they’re looking for when it comes to page quality, but it essentially boils down to E-A-T-worthy content, and optimal page design. E-A-T is so important to Google, in fact, that it is mentioned a whopping 186 times in the guide.
So how do you know if you’re doing E-A-T right? The best way to get a handle on your performance is to measure it. If you see an increase in traffic, congratulations, you nailed it. Even more so if your content has earned you a featured snippet (see below). On the other hand, if your traffic is stagnant or dropping, you’re almost certainly not producing E-A-T content.
Featured snippets
The holy grail of SEO is Google’s featured snippets. These are the 1-2 sentence descriptors that appear at the top of SERPs to quickly and succinctly answer user queries. Grab a featured snippet and you’ll piggy-back over the competition to get the coveted top spot - known in the industry as “Position 0” - on SERPs. Research from HubSpot shows that ranking in the featured snippet with a high traffic keyword increases click-through rate by over 114%.
But they take time. Google pulls featured snippets from pages that are already ranking well, meaning that you won’t get one overnight. Most of our clients have landed featured snippets - but only after six months to a year of a consistent content program, one that’s churning out fresh, high-quality content at least twice a month.
Even if you don’t land a featured snippet within that time frame, it’s a good idea to consistently position your business for your target key phrases in search as that’ll drive traffic while you’re waiting for Google’s algorithm to discover your awesome content.
Think outside the blog
Creating original blog posts is a great way to get noticed, but it’s not your only opportunity for high-performing content. Think big, and look at ways to maximize your other outlets. Any client touchpoint has the potential to drive leads and make those all-important conversions.
Our editorial team can help you create copy of all kinds or simply revamp material you already have in your arsenal. Whether rewriting web pages, creating new site content, developing sales/marketing materials, or writing for your social media accounts, we produce copy that performs, across a range of platforms and audiences.
Our team of experienced writers can help you develop a web content program that meets your business needs and delivers measurable results, contact us today to request a quote, find out more, or get started!
2022 Best Practices For Hashtags
If it seems like hashtags are always changing, that’s because they are. And it’s important to keep up.
If it seems like hashtags are always changing, that’s because they are. And it’s important to keep up. Done well, this form of marketing can significantly boost your brand’s visibility, attract more customers, and generate buzz around your latest events, services, or products.
Hashtags are both an art and a science, however, requiring a high degree of creativity and careful attention to best practices. The internet is a lucrative but constantly evolving marketplace and what got your brand noticed in 2021 may earn you a social media shaming in 2022.
Following current best practices for each platform can help you take advantage of trends, reach new audiences, and refine your hashtag strategy to become a social media superstar.
Using hashtags on Twitter
Given how ubiquitous they’ve become on the platform, it’s no surprise that the inventor of hashtags was a Twitter user. The feature debuted in 2007 and enjoyed instant popularity, quickly migrating to other social media platforms as users saw the benefits of the search and sort tool.
On this network, it’s not unusual for posts to get hashtag heavy but Twitter recommends using no more than 2 per post for maximum engagement. These can be fairly specific, honing in on a topic to better filter engagement. For example, if you’re selling insurance, try #HomeAndAutoInsurance rather than #insurance. And yes, capitalization matters. Using caps in this way makes hashtags easier to read and more accessible.
Twitter hashtags allow people to easily follow topics they’re interested in, with the most popular becoming ‘trending topics’. These are a good opportunity for businesses to reach a specific audience, appear relevant, and promote engagement. Businesses that use hashtags to connect with what’s happening on Twitter experience an 8% jump in brand awareness and a 3% lift in purchase intent.
To make the most of your Twitter hashtags, the platform recommends the following:
Always use correct spelling
Choose hashtags that are relevant to your brand, and easily understood
Make sure the same hashtag hasn’t been used in a very different context as that can create confusion
Create unique hashtags for one-off campaigns like events or product launches - use them frequently to generate awareness and retire them once the campaign is over
Using hashtags on Instagram
Instagram users can let loose with their hashtags, adding multiple tags to each post to make sure they’re discovered by the right audience. In fact, hashtags are the only way to appear in searches on Instagram as, unlike other platforms, it doesn’t provide a keyword search tool. If users want to find something, they have no option but to click on topic tags.
Loading your post up with hashtags is a great way to expand your reach and build a community on the busy platform. Instagram users can follow hashtags they’re interested in, and click on each to see every post with that hashtag. Best practices for tagging on Instagram include:
While you can add up to 30 hashtags to a post, that can quickly get tiresome for readers. Try to stick to 12-14 and make sure they’re relevant.
Choose hashtags that relate to your niche, but don’t use the exact same set every time. Switch up a few to tailor your tags to each specific post. You can save time by creating sets for categories of posts e.g events or promotions but don’t get repetitive
Be wary of using spammy hashtags. Instagram can ban hashtags associated with inappropriate content, meaning your tagged post won’t be seen. It’s also bad practice to use blatant follower grabs like #FollowMe or #FollowBack
Carefully research your hashtags to see how they’re being used - context matters!
Using hashtags on LinkedIn
With the first appearing in 2016, hashtags are relatively new to LinkedIn. But that doesn’t mean you should overlook their potential on this platform. LinkedIn is less competitive than Twitter or Instagram in terms of content, giving businesses a great opportunity to get noticed.
Standing out from the crowd on LinkedIn means tweaking your strategy. What works in the frantic feeds of Twitter and Instagram won’t land you followers here. LinkedIn is a platform for professionals, so the tone is very different. This is your chance to establish credibility and create meaningful connections with your consumers.
LinkedIn recommends the following best practices:
Use no more than 3 hashtags per post. General tags work well here (e.g #FinancialPlanning rather than #FinancialPlanningForKids) but it’s also a good idea to mix it up and try a combination of broad and niche hashtags. Keep in mind that the more niche hashtags won’t have as many followers (if any) so make sure you’re using a more general hashtag alongside a niche one.
Do your research - follow hashtags relevant to your brand to see what your competitors are doing, and monitor hashtag frequency
Avoid gimmicky hashtags, keep it professional and business-focused. The top performing hashtags on LinkedIn in 2021 included #innovation, #management, and #HumanResources. These attracted over 30 million followers each.
Location-based hashtags are a great way to reach local audiences
Always capitalize multi-word hashtags for readability
Using hashtags on Facebook
Hashtags have come and gone from Facebook over the years with users slow to embrace them on the platform. Facebook itself hasn’t updated its hashtag best practices since 2016, and doesn’t provide any data on how they’re being used.
So why bother? For one thing, hashtags make your posts more discoverable so they don’t get buried in Facebook’s massive search engine. Now that people are used to searching via hashtags on Instagram, they’re likely to continue that practice when filtering through their Facebook feed.
Hashtags are also helpful in pushing campaigns and engagement - Facebook uses hashtags to group communities and conversations so they’re a chance to meet your audience where they are.
Follow these recommendations to make the most of your Facebook hashtags:
Use 1-2 hashtags per post, and don’t worry about getting too specific. As with LinkedIn, general hashtags work well on Facebook
Jump on trending hashtags where possible so you can be sure of a guaranteed audience
Use your hashtags within the sentence rather than at the end of the post
Hashtags used on other platforms that have been connected to Facebook are clickable and searchable from within Facebook (this is most relevant for Instagram, which Facebook owns)
It’s tough to accurately track hashtags on Facebook given the number of private accounts but you can get an idea of how it’s being used at the URL: facebook.com/hashtag/___ and adding your keyword at the end e.g facebook.com/hashtag/fridayfun
Check your spelling and use capitalization for readability
Do You Want “Killer Copy” or Writing That Actually Sells?
Compelling copy is one of the best ways to educate your customers, sell products and services, and legitimize your organization as a thought leader within your industry. The problem is that too many business owners approach copywriting with an unrealistic outlook - in the vast majority of cases, you’re not going to want some Mad Men-level adman writing “killer copy” full of big ideas to sell your products.
Good copy that actually sells is simple, readable, fresh, and informative. Save your big ideas for advertising campaigns and use writing that works to achieve your goals.
Always, always, always include a Call To Action (CTA)
One of the biggest mistakes made on blog posts and landing page content is that a call to action isn’t included. This is a major no-no, especially on pages meant for selling rather than informing. The feeling that usually leads to axing them is that they read as schlocky and desperate. Badly written ones are, but if you write a good one, all of the data and experts agree that they work.
Always go for the close, otherwise you’re inevitably going to miss major opportunities that could’ve been reeled in had you simply used a quick, catchy CTA. In fact, the majority of people expect to find a CTA when reading copy, and neglecting to add one means you missed your chance to capitalize on human psychology.
Over 90% of people reading your headline will also go on to read your CTA, offering you an unmissable opportunity to capture their attention with a captivating call to action will convert them. To increase the chances of a conversion, make sure your landing pages are laid out in a logical way, with the call to action encouraging immediate actions like getting in touch or downloading a white paper.
Use copy to inform your readers
Readers should always leave your website or blog with a feeling that they’ve learned something. Use blogs and landing pages to solve problems for customers and answer their pressing questions,. Show them why your products and services are superior, and why they need you, specifically, to provide them.
When discussing what your business offers, focus heavily on the benefits of your products or services rather than the features - your sales copy shouldn’t read like a product page. Once readers are convinced about the benefits of what you’re offering, they’ll care about the features.
Leave the sermons at church
Always be concise, especially if you’re going for sales or thought leadership. Your tone should be helpful, and not pandering or ponderous. You’re the authority on the subject, but that doesn’t mean your copy has to be obnoxious or overly technical.
The more helpful your copy is, the most relatable you’ll seem. The more visitors will want to continue reading. Blogs and landing pages need to act as a reliable resource for useful information - useful tips will quickly establish you as a thought leader in your space.
This isn’t to say you can’t showcase your skills and expertise, just that you should do it in a subtle manner that the average person can understand. Avoid flowery language and wordiness, and explain complicated subject matter in a way that can be easily digested. If your visitors wanted to read a novel, technical manual, or a book of poetry, they wouldn’t be on your site.
Don’t be broad - be as specific as possible
Engaging copy needs to focus on a single subject relating to your business rather than attempting to be a broad statement about everything you offer. Addressing one issue is far more likely to drive action over your opinion about something. In addition, you’re more likely to capture searches from people looking for help, and these searchers are very likely to convert to customers if your business solved their problem before they even bought something.
For example, if your business sells accounting software, it would be far more effective to use each blog or landing page to address specific benefits of your software and how it will change the lives of your customers instead of a broad overview of what it is. Each benefit could be its own engaging piece of copy.
Stop settling for ineffective “killer copy” that only serves to confuse and alienate your customers with vague opinions and “big ideas.” You need copywriting that actually sells. The team at Working Web Communications features experienced content marketing experts and copywriters who focus on what’s most important - making sales and informing your audience. Contact us today to get started.