In my previous visit here, I tried to convince you that organic is not really dead, and I even revealed what tactics I use to maximize this field as much as possible. This time I returned to write to you to convey a similar-yet-different message, also based on the exact same source (the Facebook page of the ‘Gordos’ restaurant in Holon), and I will start, just like in the previous article, with caveats: Financial investment was and still is a decisive factor in promoting businesses (small and large alike) on Facebook and Instagram. Is it the number one factor? Most of us would answer ‘definitely yes’, and that is legitimate. Nothing in what I say attempts to challenge the fact that is perceived as an axiom by many advertisers. If in past years this was still debatable, Facebook’s algorithm changes regarding advanced Facebook advertising this current year have proven beyond a shadow of a doubt – It’s all about the money.
Another caveat before we start: Not every content domain serves as fertile ground for endless boundary-breaking ideas. Fortunately, the content niche I chose to work in (food) appeals to every one of us, encompasses countless innovations and trends, and changes at a dizzying pace. I know that not every content world can contain this current case and apply it to itself, but if you learned something, or even got inspired – good for you.
How far can you go with chocolate mousse and pineapple compote?
To the point: The internet went wild this past weekend thanks to the following video featuring chocolate mousse and pineapple compote. As of the writing of this article, the video achieved an organic reach of about 21 million users, 111 thousand shares, and about 126 thousand completely organic comments. These figures naturally do not include shares made outside the original page (where the video was used independently, without credit), follow-up articles across various media outlets and Instagram pages, without any PR intervention or additional agency. The video found itself especially popular in the Philippines, the UK, and Malaysia, and the page gained about 6,400 new followers within four days, with the count still rising. Yes, all this exposure for an American diner restaurant with only a single branch in central Israel.
So what’s the fuss about? The mousse was served inside a toilet bowl. Not without reason did I save this detail for the end. True, it would be difficult to talk about this case without entering the inevitable debate on marketing, but here is my two cents on the subject: There were clear intentions here to spark interest and push the boundaries of humor to the limit, but as long as there is no shaming here or, God forbid, a joke at the expense of an individual or a specific community, in my humble opinion, the methods are completely valid. At the end of the day, we all want (beyond a good reputation) to create a presence on social media, otherwise we wouldn’t be here. My personal conclusion from the case was that thinking outside the box generates different content, and unlike content that has already been seen countless times, Facebook will prioritize it and allow it to reach many eyes. Good content (and don’t take my word literally, I didn’t mean there’s anything positive about mousse that looks like…) is simply different content, the kind that catches the eye in a world full of tired duplicates.
Or maybe it's just us?
Another thought that arose for me following the algorithm changes at the beginning of the year was the question around content frequency on Facebook, and this is an equally important take-home message that I would like to pass along: With the algorithm changes, I felt across many Facebook pages I managed, like all of us, a significant drop in reach. Of course, nothing changed in the content (visual or textual), so I concluded that before my eyes were the results of the algorithm changes—as promised, much less marketing content. I wondered to myself how significant another variable in this equation is—the frequency variable—and decided to ‘shift down a gear’ on pages where I could. To many business owners, I summarize simply: “If you don’t have an important message to say—don’t say it. It’s not mandatory.” The problem with this is clear to me, as there is a self-feeding vicious circle here, headed by whoever pays the advertisers’ fees, and they, sometimes unfairly, need to “show” the “return” for their pay. Well, I was fortunate to work with employers who trust the professional, and wherever I could, I reduced the content frequency to a third (from two or three posts a week, I moved to just one). Beyond the fact that messages posted at such a frequency look much more refined and interesting, I am confident that the frequency provides fertile ground for content with viral potential to spread its wings and reach more and more eyes. Considering this variable, and in light of the case discussed in the article, I was and remain a big believer in content being the main king of the court, hope you were convinced too.
About the Author
Gal Kolog, a graduate with a bachelor’s degree from the Department of Communication Disorders at Tel Aviv University, is a content creator specializing in lifestyle fields, managing social media for restaurants and food chains in Israel.