I have a prediction.
In 2021, Facebook will explode like Ma Bell (with Instagram and WhatsApp separated). The resulting exodus of disgruntled advertisers will flee into the willing arms of TikTok, Snapchat, YouTube and good old SEO.
And smart marketers will repurpose content in a few smart ways that we’ll talk about here.
See, Facebook spent $ 10.5 billion on legal fees in 2019 alone. Another fraction of the $ 70 billion in ad revenue they earned, from which they generated net income of 18.4 billion. billions of dollars. They seemed invincible.
Until they weren’t.
Unable to address growing content moderation problems, the government is treating Facebook like a publisher (The New York Times), not a tech company that allows social blogging (WordPress).
In 2021, I predict that everything will fall apart. Mr. « Senator, we are running ads » cannot pass off Apple as evil and Facebook as the protector of small businesses. Sheryl Sandberg, COO of Facebook, has been fervently saying that it will automate instead of hiring more humans to provide support.
Marketers will take the content they created for Facebook and reuse it across all other channels. It turns out that short-form vertical video is a common ingredient, even on YouTube (look at the YouTube shorts format).
To test this, I had virtual assistants take most of my Facebook posts and turn them into blog posts. There you have it, that generated 7,000 new visits over the past 3 months without any additional effort on my part.
My blog now has 1,488 pages.
Tell me, when was the last time you saw a Facebook post in Google search results?
About as often as Google search results appear in the Facebook News Feed – or as often as the CEO of Honda drives a Toyota.
HACK # 1: Post social media content to your site (and vice versa)
The research and social worlds are invisible to each other. So, Hack # 1 is to copy content from one world and publish it to another. There are WordPress plugins to do this automatically, but I like to be selective about the page titles, which are as important as the post itself.
It’s not the same as running the best Reddit stories on Facebook or syndicating topical content.
Because it is your content and because it will not trigger a duplicate content penalty on Google. Remember that not everything that is easily seen by Google on the web is something to copy, and it is not limited to blog posts and web pages – the engine is smart enough to transform most videos to text (see YouTube automatic captioning).
Take the example of my friend Kaci Madden, a chiropractor from San Diego. She started opening $ 100 tabs at local restaurants. The local TV station posted about it on its Facebook page.
But the TV channel posted it on their website as well, so it’s not something you want to post. The news station has a domain rank of 81, while it only has a 32 DR – so guess who would get slapped with a duplicate SEO content penalty?
HACK # 2: Cross-Post on Twitter, the Internet’s favorite dumping ground.
When you post to most social networks, they allow you to automatically post to Twitter at the same time. Instagram is my favorite in this regard, as I can post to Facebook and Twitter simultaneously. And I can improve all 3 of these resulting posts!
Twitter purists are going to frown (marketers screw it up, I know) – but look at the 14,000 tweets on my account…
How many of them do you think I actually posted natively on Twitter versus auto cross-posting from another channel?
HACK # 3: Turn Video Transcription Into Blog Post
You can transcribe through rev.com, otter.ai integration with Frame, Descript or any tool you prefer.
I happen to like Descript because it has a feature called Overdubbing, which allows you to edit / add audio to a video.
Facebook popularized social video (not Snapchat, YouTube, or Instagram). But because they were too proud and smiled at government regulation, they are regulated in 2021.
Savvy marketers like us, who don’t want to get caught with all our eggs in one basket, will reuse these assets in other channels.
You will see more automation and a continuation of the oversaturated marketing tools space. But the real winners are the people who produce short, thoughtful vertical videos and get them edited, cross-posted, and increased sales to increase sales.
And that work will be on you, the marketer. Automation isn’t to the point where you can cut your 30 minute long video (intended for YouTube) into a 4 minute: 3 Facebook posts, 15 seconds of Instagram stories, quotes on Twitter or blog posts on your site.
Automation can’t write your headline or ad copy yet. So it’s up to you to prepare for the Facebook split that I see coming. And you can use these 3 hacks to get ready.