social media graphics

Getting Seen on Facebook

facebook_algorithm_cover.jpg

It has become trickier than ever to ensure your brand’s content is being seen on Facebook. In 2018, Facebook began prioritizing “meaningful interactions” from friends and family over brand-generated content, with CEO Mark Zuckerberg saying, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see […] should encourage meaningful interactions between people.”

To give your content the best shot at being seen, engage using Facebook’s most valuable behaviors (from social media scheduling platform Hootsuite):

Comments

The algorithm prioritizes active interactions like commenting and sharing over passive interactions like likes and click-throughs — the idea being that actions requiring more effort on the part of the user are of higher quality and thus more meaningful. Rather than passively scrolling through the News Feed and occasionally pausing to “like” a photo or an article, Facebook wants users to be inspired to engage in conversations with each other.

This means brands should create quality content focused on sparking conversations between users. Try including questions in your posts, or writing about timely, relevant topics that users are sure to have an opinion on. The point is, users will be more likely to see your Facebook posts if their friends and family are commenting on it.

The algorithm not only favors comments, but also replies to comments. These signal that a piece of content is inspiring conversation between users.

Reactions

If a user takes the time to hit the “love” icon vs. the “like” icon, your content will receive a minor boost in the News Feed. Just as in life, “loving” is a more valued emotional signal than “liking.”

The same goes for all Facebook’s reactions: Haha, Wow, Sad, and Angry. Facebook wants to see those “active” emotions.

Use Messenger

If a user shares a piece of content to their wall, that’s great, but it’s even better if they take the time to send it to a friend (or a group of friends) over Facebook messenger.

Engagement on Shares

While sharing a post is a pretty “active” interaction compared to most, simply getting shares is not enough. Your post must be shared and get engagement on that share to be prioritized in the algorithm.

Tips to increase organic reach on Facebook:

  • DO create quality content that resonates with your audience! This is the single most important piece of advice in this list. Everything about “meaningful interactions” boils down to creating quality content that people actually want to see.

  • DO use video & live video. People linger over a video post five times longer than at a static post. Video is not only good at capturing attention, it’s better at inspiring action, too.

  • DO use a clear call-to-action so that the audience knows how to engage, whether that’s liking, commenting, or clicking through your ad. Where relevant, ask a question that can be answered with a like or comment.

  • Don’t post engagement bait like “COMMENT here if you love puppies!” It’s spammy and will get you demoted.

  • Use high quality visuals: Skip low res, blurry, stock-quality images.

  • Keep copy direct: Short and sweet copy is always best.

  • Optimize for mobile: 88% of people use Facebook on mobile.

  • Limit text in visuals: Use Facebook’s Image Text Check tool to ensure your image passes the test.

  • Target the right audience: Facebook allows advertisers to target audiences based on their location, behaviour, demographics, connections, and interests.

  • Time strategically: Running ads at the right time will have a positive impact on your ad’s performance.

And finally…

If you’re attempting to target a younger audience, you might want to consider some of the data from this article: “44% of people aged 18 to 29 said they deleted the Facebook app from their phones in the last year.”

That doesn’t mean they’re deleting their accounts, but it does mean they’re going to engage less often and less consistently.

Let’s talk about which social media platforms are best for your brand and audience!

Client Spotlight: Lindsay's Art Cart

lindsaysartcart.png

When we were initially referred to Lindsay’s Art Cart by mutual friends and clients, the art-teacher-turned-small-business-owner said she was ready for her very first website. Up until then, her business, which offers private art parties and public art classes at various locations around Arlington, TX, had grown popular among friends of friends, and she would market the classes and parties by creating facebook events, and using the eventbrite plugin for merchant services. Lindsay already had a logo she loved but she needed a dedicated home on the web for class info and an event calendar she could populate with classes and parties so customers could register quickly and easily.

We went right to work on what turned out to be a ridiculously cute web design for Lindsay and her adorable Art Cart logo, which went live New Year’s Day 2018. Shortly afterward, we began working on promotional pieces for her first summer art camp for kids (2018), a t-shirt design, A-frame signage she could haul along with her to any venue, and more.

Last summer, we pitched another project to Lindsay: an ABC’s of Art Coloring Book which she positively LOVED. Together, we came up with the art mediums for each letter and with the help and creativity of our summer design interns, we launched the coloring book at the end of summer 2018, which can be purchased at several shops around town and also on her website. Lindsay said it was a dream come true!

As a result of what began with just a website, business is booming: so far in 2019, her revenue has increased 71%, with unique visitors to the site up 150%, and overall visits to the site up 167% (2019/2018). Some sessions of her 2019 summer art camp have already been sold out for weeks. Lindsay’s boundless energy and positivity are unmatched in the business world, so it is always a pleasure to work on projects for Lindsay’s Art Cart, and it is a joy to watch this business continue to grow and flourish – we can’t wait to see what comes next!

Client Spotlight: Devan Allen Campaign

It’s been years since we last blogged about Devan Allen and our design work on her personal projects in speaking, advocacy, and real estate, but not long after that, Devan discussed with us her next big endeavor: running for Tarrant County Commissioner.

We immediately hopped on board and began designing logo concepts, building her campaign website, and creating several social media graphics as well as signage for her campaign kickoff event.

Devan_DEM_TCC-01.jpg
Devan_webdesign-greenapplelane-devanallen copy.png

This was the largest campaign we worked on to-date, as Tarrant County has a population of just over 2 million (each commissioner represents roughly a quarter of the county, but that still requires a sizeable campaign)!

Devan always said, “We will not be outworked” throughout the campaign and she was absolutely right. We’re proud that she chose Green Apple Lane as the creative agency for her campaign branding, website, and graphics and we were overjoyed to witness the moment she won from the watch party at her campaign headquarters. We learned so much about big campaigns and the many rules and regulations required for political creative, and we’re so proud that the work was not only popular and well-received by the community, but successful in the end.

Project Spotlight: Exalt Gala

A sampling of printed collateral for PCA's EXALT Gala, created by  Green Apple Lane

A sampling of printed collateral for PCA's EXALT Gala, created by Green Apple Lane

When Pantego Christian Academy approached us about beginning a new annual gala for supporters of their school, we jumped at the opportunity to fully brand the event all the way down to its name. After a meeting to discuss the gala's intent, purpose, and a little creative brainstorming, we came up with a list of associated words and together we kept coming back to EXALT. The client knew from inception that the inaugural event would have a "Gatsby" theme, so to this name "A Great Gatsby Affair" was added.

We began choosing typefaces for the branding, then created a logo design and social media save-the-date graphics soon after. Throughout the event-planning process we created a printed save-the-date, postcard flyers, large promotional signage, printed invitations, VIP invitations, variable-numbered bid paddles, table tents, table numbers, easel signage (and additional large event signage), and a large program booklet including sponsor advertisements and live auction package details for bidder reference.

The EXALT Gala was a huge success in this, its first year – so much so that plans for next year are already well underway (stay tuned for new theme and branding details)! In the meantime, enjoy this handful of photos from EXALT 2017: A Great Gatsby Affair...

Fresh Graphic Design, a La Carte

You’re here because you love our fresh designs. Maybe you’re thinking that you might want a new logo design soon, an updated website, or maybe you’re ready to launch your new business for the first time. Branding/rebranding your business or redesigning your website requires some investment and is usually an important decision you don’t come to swiftly or lightly. When you decide you’re ready to take the leap, we will be here and would love to help you develop your business, but in the meantime, we wanted you to know you can still work with us to help grow your brand right where you are now, with what you already have. 

Green Apple Lane can design social media graphics and campaigns to help expand your online presence.

Green Apple Lane can design social media graphics and campaigns to help expand your online presence.

Beyond fresh logo design and websites, we love designing graphics for social media (just a handful or a whole campaign); creative print collateral like brochures, stationery, flyers, media kits, rack cards, etc.; business cards; and even ads for print publications or blog sites.

How our a la carte design services work: contact us here about the projects you have in mind, and we can email you our price sheet and let you know an estimate of the design time the project(s) will take us. We charge an hourly rate for design time, with just a 2-hour minimum retainer to get started, and once you’re booked, we’ll keep you updated on our remaining time as we begin emailing you proofs! Super quick and convenient so you can start making small steps right away, and launch a fresh new look once you’re ready. Let us know what’s on your mind and how we can help!