Why Your Fans Are Just Not That Into You

By Alexandra Ostrow

You’re a smart, savvy marketer with a killer brand and a large fan following. And yet, the engagement on your page is far from ideal.

It’s unfortunate, but it happens. The truth is: your fans are just not that into you. Here’s why.

1. Branded Imagery
As content marketing becomes a core focus in the industry, more and more brands are making the mistake of creating overly branded content. We understand that you have brand guidelines, but your posts are screaming advertising, not organic engagement. If the photos you share are framed in your brand colors and there’s a logo planted in the lower right hand corner of every single one, it is more than likely your fans will not be sharing your photos.

2. Your Product Review in [Insert name of media outlet]
It’s awesome that your PR team secured a highly coveted review in one of the top news outlets. Congrats to them on a job well done. That being said, your fans just hid your posts from appearing in their Newsfeed. If you want to share a review, find a way to do so in a modest and/or conversational manner. Are you pee-your-pants excited? Let them know. Want to know what they like best? Ask them. Trust me, your content will go further if you humanize your brand.

3. Post Frequency
Ten times a day? Ten times a month? It’s probably time to rethink how often you’re posting. You want to appear in your fans’ feeds enough that you stay top of mind, but not enough that they get tired of seeing you. Best advice for doing so? Experiment. Post compelling content once per day for one week and then twice per day during the following week. Keep posting times consistent so you can properly evaluate the effectiveness of your trials. Once you’ve found your sweet spot, try the same experiment with the times that you post. You won’t be sorry.

4. Responsiveness
You probably know what I’m going to say, but I’m going to have to say it anyway. Your fans are looking to converse with you. If you’re not responding to their comments or you’re using generic “thank you” messaging after every one of their posts, you’re missing the point. You’ve spent your whole life communicating–with your boss, your grandmother, your friends, etc. You’ve already got the skills, so use them!

If you’re following what I’m saying, but want to see a few examples of brands that are doing it right, check these guys out:

Did I miss anything? Share your biggest brand pet peeves below!

Pavel Konoplenko March 21, 2013
Branded Imagery is a big one. It's great that brands realize the power of pictures, but then they have to go ahead and ruin it with their logo everywhere. Sigh, that's why you can't have nice things brands
Alexandra Ostrow April 17, 2013
Exactly... We definitely need to preserve the social space as the opportunity for authentic interaction between a brand and a consumer, not another avenue for advertising. Thanks for weighing in, Pavel!
SavingStar March 21, 2013
Totally agree with this post. For the SavingStar fanpage we've found that posts that are humorous go the furthest in terms of engagement. We've moved away from only promoting our new eCoupons to simply posting stuff that's fun. Most people don't want to share branded content unless it's truly great - like many of Oreo's images. One way to see what works besides testing is to check out your competitors or other brands you like and see which posts have the most likes. -Josh
Alexandra Ostrow April 17, 2013
Yes! Humor and authenticity within the brand-consumer relationship is so incredibly important. I love to hear that SavingStar is utilizing this strategy! - A

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