Platform:
Facebook's algorithm has come much criticism for limiting brands' ability to reach their audience organically. However, what it's essentially done is force brands to develop the very best content for their audience.
Previously, brands could get away with a nominal social media effort that would invariably show up in their fans' timeline. Now, in order to get your post to feature in a timeline, your fans need to actively engage with your content regularly.
If you think you can get around this with boring content, you're very much mistaken! Those brands in the social media space can testify to their growth and reach coming to a grinding halt in 2014, with the only posts being seen by their fans, being those of high interest.
Enter Soccer Laduma. Our fans are football fanatics who live for our content!
Branding Opportunity:
As a publisher, Facebook's algorithm works slightly differently for Soccer Laduma. Our fans are immediately considered football fans, and it's assumed they're interested in having our content in their timelines. Once they engage, this content is filtered into their timelines more regularly. With this in mind, the Soccer Laduma social media team has created a number of highly engaging and interactive posts that's available to be branded. We've created content that works on Facebook!
Frequency:
The social media team responsible for posting on the Soccer Laduma Facebook timeline is a considerate one - a nine-member strong team - four of them responsible for creating branded opportunities. So while 60 posts a day sounds excessive, it's made up of various streams of content, which is filtered into timelines by Facebook's algorithm. If reader X engages in international news, the local news will not feature on his timeline.
The Numbers:
Numbers don't lie. We should know, since through Facebook Insights, Socialbakers and Brandseye we're able to track the interests of all our fans. They respond to what they like, and we, in turn, produce content that the numbers predict our fans will engage with.
We have 1.2 million fans, about 700, 000 from South Africa, and all organic, they're there because it's where they want to be. On average, each post has a reach of about 60, 000 to 100, 000 on branded posts. Engagement in the way of comments, share and likes are always good with the Soccer Laduma faithful.
Cost:
FREE! Yes that's right. Branded opportunities on Facebook is completely free, if you spend elsewhere. This added value property is unlocked when signing onto a significant spend on Soccer Laduma's other incredible properties.
