How to Protect Your Business from the Next Big Facebook Outage: A Gameplan

Facebook’s service outage in October of 2021 created ripples throughout the world of technology and social media. Since the social media giant not only operates Facebook itself but also Instagram and Whatsapp, it disrupted the daily activities of millions of people who relied on these applications for the many social functions it provides. In some parts of the world, Facebook’s properties, especially Whatsapp, serve as a primary source of communication for millions of people. 

Facebook itself lost about $100 million in revenues, but influencers and brands who rely on their platforms lost countless more revenue dollars by not being able to post planned promotions and ad campaigns. 

In a world of unexpected outages, ransomware attacks, and DDoS (Distributed Denial of Service) attacks, it’s important to recognize that this outage won’t just be a one-time disaster that disrupted your scheduled advertising campaigns. Another unexpected outage in service is inevitable, and it will be critical to be ready with a backup plan when it does happen. 

But don’t look at future service outages as a hazard – look at it as an opportunity to expand your digital presence and create more opportunities for your brand! Here are a few strategies to consider when planning your influencer campaigns for the future. 

Create flexibility by diversifying your platforms.

We’re not suggesting that you should move away from using Facebook and Instagram as a primary driver for your advertising campaigns if that’s what has been working for your brand. The platform’s reach of 2.7 billion users is still far and away the most bang for your buck you can get out of your advertising budget. 

What we are recommending is to take a closer look at what social networks you have a presence on, and consider diversifying. If you’re only focusing on Facebook and Instagram, endeavor to grow your following on other platforms that make sense for your brand.

For example, if you have a following of 10,000 followers on Facebook and your brand focuses on home decor, food, or similar style inspirations, consider putting in the effort to build a similar audience on a platform like Pinterest. If you’re having success with Instagram stories for your promotions and brand awareness, it’s a great idea to also share that content on Tiktok or Snapchat. If live-streaming on Instagram or Facebook is something your brand uses to promote your products, building a channel on Twitch.tv could be a great way to expand your reach.

Many influencers build their presence on multiple platforms and are capable of executing campaigns on any of them that best suits a product. Depending on what product you’re promoting, you might discover that there’s actually a better platform as a primary funnel for your brand. Each social media network has different strengths and weaknesses, so take the time to learn the fine details of each one and see which ones will be useful to you. 

Recognize what content format and style works on each social network.

When you collaborate with your influencer to create content for your campaigns, take a moment to look over what kind of content you’re looking to create, and what piece of that content can be used on each platform. Some of them are pretty much mandatory for any business, but depending on your market and the niche you’re filling, alternative platforms can make a big difference.

With the right strategy and presence built on social media that makes sense to your brand, you can not only avoid service outages delaying your campaigns, but also improve your existing reach with the audiences that matter to you.

1. Video Content

Platforms: Youtube, Tiktok, Instagram stories, Instagram reels, and Facebook Watch.

How to use them: Video is the most popular format that consumers watch when deciding whether to purchase a product. 84% of consumers say that video is the reason why they ultimately purchase a product. 

There are two key points to successful video content in 2021: 

  1. Make sure that your video content is entertaining, educational, or inspirational to your audiences. Ideally, you should be going for all three factors when creating your content. A video that is clearly meant only to sell will not engage your viewers or compel them into making a purchase.
  2. Ensure that the style and length of your video fit the platform. Youtube can support any length, but the maximum length on a Tiktok video is 3 minutes. Both use video, but the kind of video content that is successful on each platform requires are different.

Example: Lululemon’s Tiktok and Youtube are both successful channels, but achieve different goals for the brand. Their Tiktok content is short-form, with hacks, memes, and product testing, while their Youtube channel offers longer-form content like yoga classes, exercise demos, and product reviews.  

2. Disappearing Content Formats

Platforms: Snapchat, Instagram stories, Facebook stories, LinkedIn stories

How to use them: Content for in-the-moment occasions and communications, like flash sales, announcements, and other quick pieces. 

This kind of content works best when it feels less polished and more raw. Content like sneak peeks/teasers of upcoming products, behind-the-scenes footage, and countdowns to major events are all great choices to use in this format.

Example: SteelSeries uses their Instagram stories and Snapchat to promote new products and giveaways in tandem, driving up interest in their brand on both platforms. As an added bonus, Snapchat is the most popular social media app among teens, while Instagram leans more towards users in their 20s and 30s. Diversifying content between these platforms ensures they keep a wider range of demographics aware of their products.

3. Shoppable Social Media Platforms

  • Platforms: Pinterest, Tiktok, Shopify, Facebook Shops, Instagram Shops
  • How to use them: If you have products that you want to sell directly through a social media platform, that’s where these channels shine. These platforms excel for e-commerce since no redirecting to another site to complete a purchase is needed.

Even if your traffic decides that they don’t want to buy a product through a social media app, it can still share product information and drive traffic to your website to complete conversions there. Don’t rule out Pinterest as a destination for your shorter form video content, either: users watch just under 1 billion videos on the platform every day. 

Example: Creative Fabrica uses a combination of photos and video on Pinterest to showcase the different ways customers can use their fonts and graphics to create craft projects, and then directs interested traffic to their website to create conversions from the platform. 

4. Live Streaming

  • Platforms: Twitch, Youtube, Tiktok, Instagram Live, Facebook Live
  • How to use them: Live streaming exploded in 2020, when the pandemic forced many people to stay at home full time. With more free time and less to do, many audiences began watching more live video. 

Even as the world reopens, live streaming is still a valuable platform for your brand. It can be done across many different social networks, making it a great option for content for when your preferred platform might not be available due to an outage or doesn’t support what you’re trying to do from a technical standpoint. But it’s important to interact with live comments and create a dialogue with your audiences when streaming to maximize your engagement. 

Your brand can host guests, do live product demonstrations, and other similar pieces of content to get your audiences more involved with your brand. Live streaming is also a natural fit for affiliate marketing, where streamers can directly endorse your products to their followers.

Example: In addition to sponsoring streamers on the platform with affiliate marketing, Corsair also maintains its own Twitch channel where the company hosts special events. Their content typically includes product reveals, giveaways, and demonstrations, with a particular emphasis on PC gaming. 

Create a large portfolio of different kinds of content.

Collaborate with your influencer and marketing team to build a library of content of various types. With a variety of video, images, and written content, you will have the flexibility to pivot their focus to another platform if your primary choice of platform is dealing with an outage. 

For example, if you planned on unveiling a new line of products in your Instagram stories, you could pivot your short video content over to Tiktok, Snapchat, or Pinterest with only minimal adjustments. If you plan to launch them on multiple platforms at once, an unexpected outage might end up only being a speed bump for your campaign instead of total gridlock. 

Invest in tools that allow you to manage your content independently.

If a platform like Facebook, Instagram, Twitter, or Tiktok is down because of an outage, you’re not only facing the problem of not being able to post in the moment. You’re also dealing with the problem of not being able to schedule anything for the future, further slowing down productivity. 

You can avoid this problem by investing in third-party software that integrates with your preferred platforms, and also allows you to manage your relationships with your influencers directly. Sideqik’s platform gives marketers the ability to do control their influencer campaigns from one dashboard and features integrations with Shopify, Google, Twitter, Mailchimp, and Facebook.

Interested in learning more about being prepared for the next outage? Schedule a call with us today to find out how Sideqik can boost your influencer marketing campaigns.

Joshua Smith

Joshua Smith




Sideqik

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