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Facebook marketing has the potential to raise your brand awareness, expand your reach, and boost your conversion rate. Facebook is the only platform to reach more than 50% of all social media users. It is one of the most impactful social media platforms that businesses can use to grow their brand.

However, when you do not use this tool effectively, you will see a low ROI, and you could miss out on reaping its benefits.

Here are five common mistakes that digital marketers make on Facebook that prevent them from capitalizing on this marketing tool:

1. Using landscape and portrait video and photo posts on your Facebook marketing strategy

The size of your images matter more than you might think. Considering that nearly 80% of Facebook users use mobile, make sure your content is accessible to mobile users.

Landscape and portrait posts have a higher cost per engagement, they are more of a hassle for mobile users to view, and are typically used for non-organic advertising. If you’re uploading posts in these sizes, you may cause your mobile audience to scroll past the content without a second thought.

Solution: Opt for square or vertical images and videos instead of landscape or portrait ones. This will increase engagement and decrease frustration with mobile users.

2. Letting your audio do all the work in your Facebook videos

Did you know that roughly 85% of Facebook users watch videos without sound? If so, you’re a step ahead of many marketers. Even though the majority of Facebook users watch videos without sound, many ads still require sound to be understood.

If you are creating content that needs sound in order to be appreciated, you are losing engagement from mobile users.

Solution: Add closed captions to your videos. According to a report by Verizon Media, 80% of consumers are more likely to watch an entire video if it has closed captions. By adding captions, you allow mobile users who choose to watch videos without sound to interact with your content.

3. Deleting negative comments

No matter how hard you try to be the world’s best brand, you’re going to disappoint some consumers at some point or another. This may lead to negative feedback on your brand’s Facebook page. Whether or not the reasons behind these negative feelings are valid, you are going to be tempted to delete comments to prevent your reputation from being tarnished.

While many marketers opt to delete negative comments, this shows their audience that the brand might not care about their consumers. It may also show that they are willing to ignore feedback instead of making adjustments.

Solution: Practice social listening and address negative comments. By leaning into negative comments and using them to make positive changes, you will improve brand loyalty on Facebook.

4. Copying other brands

While it is great to learn from other brands and to keep an eye on what your competitors are doing, remember that your brand is unique. You have a unique vision, voice, and values. If your Facebook content does not resonate with the heart of your brand, consumers will be able to tell, and they won’t continue to interact with your brand. 

In an attempt to stay relevant or competitive, some brands write content for Facebook posts that don’t align with their typical tone and voice. Considering that 90% of consumers crave authenticity from their brands, this is a big mistake.

Solution: Stay true to your brand when creating content. If your brand has a lighthearted tone, avoid using serious or heavy jargon and vice versa. Be authentic!

5. Rarely posting video content

Video content can be difficult to make, and some marketers choose to focus on using images and text instead. If you’re only posting video content once in a while, you are missing out on an opportunity to connect with your audience. Video content has far more engagement than traditional content on Facebook, and it is an invaluable tool that you can use to increase your visibility on the platform. 

Solution: Create and post high-quality video content on Facebook regularly. This will help you engage with your audience and make the most of your brand’s Facebook marketing.

One way to save time and resources when it comes to content creation is repurposing. By repurposing content, you breathe new life to your old content by reaching existing and new audiences on Facebook.

What this means for your Facebook marketing strategy

Are you doing any of these mistakes? Don’t worry. It’s never too late to start changing your strategy! The best way to find success on your marketing strategy is to watch and listen. Make time every month to assess what works and what doesn’t when it comes to your content. Social listening, posting consistently, and listening to feedback are some of the things you can add to your planning. They say content is king, but it’s also important to to effectively maximize the content you’re creating. 

Now, are you ready to ace your Facebook marketing goals? If you need more tips and tricks on engaging video content or improving your Facebook marketing strategy, schedule a chat with Repurpose House.

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Shaina Weisinger


Shaina Weisinger is the founder and CEO of Repurpose House, which turns your content into unlimited videos and images. Shaina is on a mission to show content creators the untapped potential and repurposing power of the content they already have. Shaina loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius.