What has long been rumored appears to be happening at last: teens in the United States are (finally) moving on from Facebook:
According to new research from Piper Jaffray, the last six months have been especially cruel to the world’s biggest social network, at least among teens:
Between fall 2014 and spring 2014, when Piper Jaffray last conducted this survey, Facebook use among teenagers aged 13 to 19 plummeted from 72 percent to 45 percent. In other words, less than half of the teenagers surveyed said “yes” when asked if they use Facebook.
Where are they headed instead? Instagram and Twitter:
Declining popularity with teens hardly means that Facebook’s business isn’t strong; far from it. But, as we’re all well aware, the teen audience is typically a reliable indicator of future social networking trends. Certainly Facebook has acknowledged that audiences are migrating to other experiences; this is the thinking that powered the Instagram and Whatsapp acquisitions.
But this latest data is the clearest signal yet that Facebook, like all large online media properties, won’t be the dominant audience platform forever. Facebook, just like others before it, has a future somewhere out there that looks a bit like Yahoo Mail: we all have an account, its owner can still sell a lot of ads against it, but, well, no one’s terribly excited about it.
If you manage content marketing across multiple channels, you know your All-Star posts. They’re the posts that stand out in your analytics, the ones that see the most clicks and earn the most Likes, Retweets and Shares, and you should be proud of them.
High fives all around.
But the best part of All-Star posts, beyond all those Likes, Retweets and Shares, is that they can help marketers of any size scale their content marketing program. That is, used properly, your All-Star posts can power multiple programs and executions across multiple channels.
Here are five ways you can use your All-Star posts to scale your content marketing:
1. Post Them Again
If it worked before, it’s likely that it will work again. And, as our research shows, so long as the underlying content and topic is still relevant, you won’t likely see much dropoff in the click and engagement activity on your posts. You may want to vary the messaging (text, images, hashtags), but you shouldn’t be shy about using your best content again and again.
2. Cross-Post To Multiple Networks
Assuming your audiences are roughly similar across multiple networks (an extremely fair assumption), a top-performing Tweet is a safe bet to be a top-performing LinkedIn post. A popular blog post will make a good SlideShare. A fun Instagram photo should end up on your Facebook page as well. Make sure you get your All-Stars into all the channels that matter to you.
3. Build a Widget
If you see content working well in your social channels or on your blog, you should extend it to more locations and scenarios, like content widgets for landing pages (or even your home page). We offer some very easy-to-use tools in Rallyverse to export html or RSS of your top-performing posts from the past week to help you build those widgets.
4. Get All-Star Posts In The Hands Of Your Team
Does your team need content to share with prospects or clients as part of a social selling program? A simple way to make sure you’re getting them the most engaging content is to distribute your All-Star posts to your whole organization. Your colleagues will have confidence that they’re getting proven content, and you’ll be able to extend the reach of your content beyond just your brand’s social channels.
5. Use Them To Power Your Paid Media
If you’re looking for posts to sponsor in paid media channels on social networks, you want to be confident that you’re sponsoring content that will perform. Putting your budget behind All-Star posts that have a proven track record of engagement is a smart place to start.