June 25, 2019
For years, Facebook has allowed organizations to interact with B2B and B2C audiences. But Facebook algorithm changes have shifted priority from branded content to friend-based content, making it more difficult to reach followers and their connections.
What’s a brand to do? We recommend considering Facebook Frames to reach a broader audience.
If you are a regular Facebook user, you’ve likely seen Frames before. Frames are text and images that can be superimposed on a Facebook users’ profile picture. Early Facebook Frames revolved around holidays like the 4th of July or St. Patrick’s Day, but were quickly adopted by sports teams and schools so fans and alumni can share their team and school spirit—and perpetuate branding initiatives.
Brands can do the same thing. The key is to make an attractive, user-relevant Frame that audiences will want to use and will find funny, impactful, or another emotional response depending on the intended messaging of your campaign.
There are a few guidelines to keep in mind when creating your first Facebook Frame to speed up approval for use on the platform. You can the full list on Facebook.com/help. We’ve listed a quick tips list below.
Use Photoshop or another design program to create your Frame with these key points in mind:
Once you have created your Frame to meet Facebook’s guidelines:
Congratulations! Your frame has been published! Your Frame will now appear in the Frame manager, but it will need to be approved by the Facebook review team before users can add your Frame to their profile pictures. You can review whether your Frame has been approved or is still in review on your Frames manager page.
Users can search for your Frame by keyword, Frame name, or owner name on Facebook.com/profilepicframes.
For many marketers, this is the challenging part. You want the experience to be relevant and engaging for the user and not simply promotional of your brand or event.
Tactically, you can share the Frame through a sharing URL (you can send it directly to users) or by creating a post on your Page.
First, click the checkbox on the left-hand side of the Frame Studio homepage for the Frame you would like to promote. Then, click the “Actions” button and select “Edit.” Under “Sharing,” select Sharing URL or Create a post.
Sharing the URL is best for internal testing within your organization but can also be sent through channels such as Facebook Messenger or email newsletters to your audience.
Creating a post will add a post to Page that audiences can see in the newsfeed. Here’s an example of a post we did for Meetings Today, powered by Stamats and a top resource for meetings and event professionals.
With unpredictable changes in social and search algorithms, savvy marketers are finding creative ways to connect with audiences using impactful, engaging visuals.
Proactive change is the new wave of marketing, and social media is just one channel we constantly explore for new ideas to share.
Want to discuss Facebook Frames or another social media tactic? Contact us today!