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New FB Marketing Tactic: MTV Roadies Increased Clicks on their Facebook Page By 1290% Using Facebook Albums

, Co-Founder, PageLever

June 5, 2012



MTV Roadies, one of our customers,  discovered a hot new tactic and gave us permission to share.  (While we hear a fair number of juicy tactics, we never share without client permission.)

From the beginning, photos were a key part of their Facebook strategy. But they recently figured out a way to increase clicks on their photos by 1290% more than previously.

How? 

By making sure each photo post contained multiple photos, not just one. When you post a single photo, a fan sees everything right from the single thumbnail in their newsfeed.

When you post multiple photos, Facebook converts it to an album and only shows thumbnails for the first 3 photos. Fans were curious to see the rest of the photos, so they clicked on the posts.

From the data, it looks like Facebook’s EdgeRank algorithm factors in clicks, because as each album post accumulated more clicks, EdgeRank kept showing the post to more and more people–the albums basically went viral within the MTV Roadies fan base.

 

MTV albums increased consumptions 300x242 New FB Marketing Tactic: MTV Roadies Increased Clicks on their Facebook Page By 1290% Using Facebook Albums

Click image for full-size.

 

Implications:

  • Photo album posts are clicked 12.9x more than single photo posts in the Facebook Newsfeed

  • Using Photo Albums instead of Single Photos on Facebook can increase reach by 5.1x

  • Yes, clicks do appear to count for EdgeRank and whether Facebook shows your posts to your fans

Methodology:

We used our new Custom Post Tagging feature to measure single-photo posts versus photo-album posts. These numbers were averages across 33 individual photo posts and 100 album posts for a single Facebook page.

 

post tags cropped New FB Marketing Tactic: MTV Roadies Increased Clicks on their Facebook Page By 1290% Using Facebook Albums


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