Like SERP’s (Search Engine Results Pages), Facebook has it’s own Newsfeed.
While we try to rank our webpages in Google’s SERP, when it comes to Facebook we try to rank our Posts in Facebook’s Newsfeed.
Like Google, Facebook also follows an algorithm to figure out what comes to your newsfeed and what not. Single Grain tries to figure out on “How Facebook Newsfeed actually works“ and in another blog on Quicksprout, Mike Bal of Single Grain helps us with a “Anatomy of a Perfect Facebook Post” for better visibility in Newsfeed.
Now According to Facebook
“The goal of News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them.”
Facebook has given explanations about “How the Newsfeed Works”
I have tried to figure out how you can deliver the right content to the right people at the right time by using the basics of psychology, which has worked great for me. So Here it goes!
Story Plot : Facebook Newsfeed
Lead Role : Basics of Psychology
Scriptwriter : Virender Khanna (Virender Khanna’s Facebook Timeline)
Adaptation : Devasish Dey
First and foremost I would extend my sincere regards to Mr. Virender Khanna for thinking through this amazing campaign and giving me amazing masala to get my pen… Oops keyboard rolling. Second comes my gratitude to Mr. Virender Khanna for allowing me use it as a Case Study to make a spicy dish out of this masala.
Coming on the money, people who know that Facebook has made it tough to get your content on your friend’s timeline and have made advertising the only way to get through: you guys rock but hell yeah you are wrong. In next two paragraphs you will know why. Yes, the game gets tougher but still the same!
GET THE ATTENTION … All you need is basics of psychology! Yes BASICS!
For People who are wondering what the F**k am I talking about, here is the background. Few days earlier one of my learned & esteemed professor (seriously respect for thinking this through) came out with a Facebook Newsfeed Hack Series Bombshell (yes indeed a Facebook missile to be precise). It uses the principles of psychology which I shall discuss below.
Remember it is not that simple as it sounds. It’s a process. Any missed step can cause resentment and hate in your Facebook circle. But I shall try to put it down for you to understand and follow it to earn attention.
And I hope you know ….
ATTENTION = $MONEY$
THE HUMAN PSYCHOLOGY MASALA USED :
Emotions which spark the Conscious Brain:
1. Shock: People get shocked at seeing Windfall gains (Best part is that they absorb this shock by Empathizing). This emotion helps to spark the conscious part of Brain
2. Jealousy: People get jealous seeing other’s Luck. They tend to feel deprived (Best part is that they are looking to do something to balance this loss of stature)
3. Love: People feel elated to see success stories. This makes them less of a loser and they feel to have achieved themselves triggering the ever growing urge to share and participate in their so felt success
The most viral question in India “Katappa Ne Bahubali Ko Kyu Mara”, you cant the marketing strategy how they made people conscious. Read the blog The Marketing Genius behind “Katappa ne Bahubali ko kyu Mara”
Emotions that get the Conscious Brain act on the spark :
Empathizing: It’s a result of an emotion like Shock, Awe, Success, Jealousy etc as discussed above. This is the emotion that drives action in Conscious part of brain i.e. Likes/Comments/Shares.
You guys must be eager to know what the process is. So Dhan Te Naaaaaa…. Here it goes…
Step 1: CREATE THE SHOCKER
Remember your social circle consists of every type of person the enthusiast, the Sadists etc. The post should create emotions for everyone. For eg: Love for Enthusiasts & Jealousy for the Sadists.
Approx. 248 Organic Likes
Approx 200 Organic Comments
Content Consumption : Humongous!!! (Look at the Comments-to-Like Ratio)
Impression of Post on NewsFeed : Unlimited ! My Newsfeed showed it for next three days
Look how cleverly the post has been crafted. No one knows the real motive of the post but hell yeah it’s a shocker 😀
For the Sadist : Amount of 2056 Crores. Usage of words “was not expected” making it crystal clear that it is windfall rubbing salt on wounds 😛
For the Enthusiasts : The consideration of a Success Story, The Idea of Sharing, The idea of making more success story out it (Investing in Business plans
idea: BANG ON)
Step 2 : THE CURTAIN RAISER:
Now that you need to get the exact (The Product/Service/Idea Promotion) idea to go through to your circle remove the curtain. Given that most of them have already commented on your post, Mr Zukerburg’s Facebook algorithm considers any update from you as important so BANG ! Newsfeed Hack! YOUR IDEA/PRODUCT/SOLUTION PROMOTED
Things to remember for Damage Control :
- Show the importance of the Entire Exercise for the people [Political Mileage]
- Thank the people for being part of the Exercise
- End the stuff on a lighter note (just to remove whatever ill feeling anyone can have)
The best thing that it shall do is that create advocates for you to defend in case of disaster. (Always remember you need more than a few voices to make a point quickly in today’s Digital World)
Step 3: The After Drinks: Soothe them up.
The entire idea of this step is to make sure that you are still in the medium of communication for times to come or to put it simpler YOU ARE STILL FRIENDS WITH THE PEOPLE PART OF THE CAMPAIGN. Let’s face it. Even people who have been ‘Ok’ with it… are NOT! So you need some extra sugar and gratitude towards them to keep them open for all further channels of communication.
ALSO remember, people are not averse to experiments if they DO NOT LEAVE A BAD TASTE IN THEIR MOUTH! So make sure you sugar them up!
More likes… More Enagement… More Eyeballs… More Promotion (isn’t this what we want?)
Communicate not to people but to their brain.
This exercise applies simple aspects of Human Psychology & Brain to make your communication grab the Attention. And that’s what marketing is all about. How to channel our communication to grab attention.
WHERE ATTENTION GOES – MONEY FLOWS…
Good part is that it is platform exhaustive and can be applied to any campaign. The only thing you have to remember are the three steps.
And don’t worry in the next edition I shall come up with the More Facebook Newsfeed Hack Series examples and cheat sheets to get you going ever better. Till then keep Facebooking.