Archives 2024

It’s a familiar sight: an adorable puppy or kitten picture asking for a name suggestion, popping up in your Facebook feed. At first glance, it seems harmless, even fun—but there’s more going on here than just cute content. These posts aren’t just flooding your feed; they’re also raising questions about how Facebook groups operate and why you’re seeing them even if you don’t follow the group.

Let’s dig into what’s happening—and what you can do about it.

These Posts Are Showing Up in Your Feed—Even If You Don’t Follow the Group

The most frustrating part? You might be seeing these posts even though you’ve never joined the group they came from. Why is this happening?

Facebook’s algorithm is designed to prioritize highly engaging posts, especially those in public groups. If your friends interact with the post—by liking, commenting, or sharing—it increases the chances of it appearing in your feed, even if you have no connection to the group. Facebook assumes that because your friend interacted with it, you might want to see it too. The result? Your feed gets cluttered with spam-like engagement-bait posts you didn’t sign up for.

Take a Closer Look at the Group

If you’re curious about the origins of these posts, start by examining the group where they’re being shared. Ask yourself these questions:

1. Who Are the Admins?

• Are the admins real people with active profiles, or do they look like fake accounts? If the group has no clear ownership or the admins seem questionable, that’s a major red flag.

2. Where Are They Located?

• Many of these groups aren’t run by local community members or people with shared interests. Instead, they’re often managed by accounts based overseas, particularly in countries known for running spam or data-farming operations. This makes it easier for them to avoid detection and regulation.

3. What’s the Group’s Purpose?

• Does the group claim to focus on a specific topic, or is it a generic space for sharing anything? Groups with no clear focus are more likely to be hubs for spam and scams.

Why Does This Matter?

Here’s why this trend is more than just annoying:

1. It Pollutes Your Feed: The algorithm prioritizes viral content over meaningful connections, crowding out the updates and posts you actually care about.
2. It Can Be a Gateway for Scams: Many of these groups start with harmless posts but later pivot to sharing spammy links, phishing attempts, or even selling fake products.
3. It Erodes Trust: These groups often manipulate the system to gain visibility, making it harder for legitimate communities to thrive.

How to Protect Yourself

If you’re tired of seeing these posts, here’s what you can do:

1. Report the Group: If it’s clear the group is spammy or violating Facebook’s guidelines, report it to Facebook.
2. Hide the Post: Click the three dots on the post and select “Hide post” to train the algorithm to show you less of this content.
3. Check the Group Before Joining: If you’re considering joining a group, review the admins, their profiles, and the location of the group’s management. Avoid groups that seem generic or have admins with fake or inactive profiles.
4. Engage Wisely: Avoid commenting or reacting to engagement-bait posts, as this only signals to the algorithm that it’s popular content.

Stay Savvy on Social Media

The next time a puppy post pops up in your feed, take a closer look. It might be cute, but chances are, it’s not as innocent as it seems. By understanding how these tactics work, you can keep your feed clean, protect your privacy, and make Facebook a better experience for everyone.

Have you spotted these kinds of posts in your groups? Let me know your thoughts—I’d love to hear what you’re seeing out there!

1. Define Your Group’s Purpose and Audience

Before creating your group, get clear on your goals and who you want to attract.

• Identify your ideal members – These are the people who align with your business goals and will benefit from the community you’re building.
• Set a clear purpose – Your group’s purpose should be something valuable, like education, support, or discussion on a specific niche topic. For example, if you’re in health coaching, a group focused on “Healthy Habits for Women Over 40” creates a valuable space while subtly attracting leads interested in your services.

2. Create a Compelling Name and Description

Your group’s name and description should communicate value and attract the right people.

• Choose an inviting, searchable name – Include keywords your target audience might search for.
• Write a clear description – Use this space to showcase what members will gain by joining. Outline your group’s purpose, the benefits, and perhaps a hint about your services as they relate to the group topic.

3. Set Up Questions for Membership Screening

Pre-qualify your leads by setting up entry questions.

• Ask strategic questions – Include questions about what members are hoping to gain, challenges they face, or where they are on their journey.
• Build your list — Be sure to ask for an email in exchange for a lead magnet or resource.  This will help you build your email list directly from group sign-ups, capturing warm leads interested in your content.

4. Create Valuable, Free Content for the Group

Position yourself as an authority and provide value.

• Post educational and engaging content – Host regular discussions, share tips, and answer questions. Avoid being overly promotional; instead, focus on building trust.
• Host live events and Q&As – Weekly or monthly lives allow you to address common challenges, answer questions, and engage with members. These interactions build familiarity and trust.

5. Use Exclusive Content and Teasers to Encourage Sign-ups

Draw followers into your Facebook group by offering content they can’t get anywhere else.

• Share exclusive recipes – In my health coaching business, I post recipes in the group that are only available to members. This encourages social media followers to join the group to gain access, creating a sense of exclusivity and added value.
• Provide teasers for premium content – Share glimpses of your paid offerings, like a recipe from a meal plan or a snippet from a wellness guide, giving followers a taste of what they can access by joining.
• Offer members-only resources – Beyond recipes, I include useful tools like checklists, PDFs, and templates exclusively for the group, positioning my services as high-value and worth exploring further.

6. Foster Community Engagement to Build Trust and Loyalty

Building trust within your group makes members feel more comfortable and confident in choosing your paid offerings.

• Encourage discussions, polls, and feedback – Start conversations around topics your members care about, and ask questions to learn about their challenges and experiences. These interactions build a supportive, tight-knit community where members feel valued and heard.
• Recognize members with shout-outs and spotlights – Celebrating members’ progress or contributions fosters a sense of belonging and appreciation, making them feel more comfortable connecting with you and trusting your expertise. Creating this environment of support and trust ultimately nurtures the relationship between you and your members, helping them feel confident about engaging with your paid services when they’re ready.

7. Develop a Clear Path to Paid Offerings

While you don’t want to be overly sales-focused, a soft CTA here and there can guide members to your offerings.

• Post a regular CTA for your services or products – Once a week, share a post about your services, success stories, or a new offer.
• Pin an introductory post – This post should include information about your business, how people can work with you, and a CTA to learn more.

8. Track Engagement and Refine Your Strategy

Pay attention to engagement metrics and adjust based on what resonates.

• Use Facebook’s group insights – Track engagement, popular posts, and demographics to see what’s working.
• Adjust your strategy as you learn – Tweak your content, posting schedule, or engagement strategies to keep things fresh and aligned with your audience’s needs.

Emphasize that while creating and managing a Facebook group requires effort, the benefits in terms of lead generation, community building, and brand authority make it worthwhile. Finish with a reminder that a Facebook group, when used strategically, is more than just a lead magnet; it’s a long-term asset for building trust, loyalty, and genuine relationships.

It’s the day after the 2024 presidential election, and let me start by saying: this isn’t political commentary. But what we just witnessed speaks volumes about influence—how we, as Americans, choose to connect, and what truly shapes our choices. As someone who follows trends for a living, I can’t help but notice what this shift says about the age of the influencer, who we’re listening to, and why. The takeaway? Authenticity is having a moment, and people are valuing real voices over perfectly polished personas. It’s a reminder that in today’s world, what influences us most is often the stuff that feels real and relatable, not scripted or glossy.

Since 2020, we’ve seen a major shift—the age of the influencer, once ruled by glossy, curated lifestyles, is steadily fading. With the rise of platforms like TikTok, it’s clear that audiences are seeking something more real: raw, unfiltered commentary from everyday people. We’re moving into a world where authenticity trumps Hollywood gloss and where real voices are winning out over polished influencer brands. And it’s not just a passing trend; it’s a complete shift in how we connect and who we trust.

This shift is showing up everywhere, even in politics. Say what you will about Trump, but one thing is certain: he’s not about to hide behind a rehearsed script. He speaks what’s on his mind, unscripted and unfiltered. And in a landscape where most politicians are carefully packaged, there’s something powerful about that kind of realness. It resonates because it feels authentic, and people connect with what feels genuine—even if they don’t always agree.

Why does this shift matter so much? Because authenticity builds trust. People follow those they feel they know, like, and trust. And trust can’t be built on a polished brand or perfectly styled photo; it has to come from real human connection. When we see someone being real, showing up as they are, flaws and all, we get the sense that they’re not hiding behind a facade. It’s the messy, imperfect moments that actually make us feel connected.

This is why celebrity endorsements and influencer culture are losing their impact. Even big names like JLo, Oprah, and Beyonce aren’t moving the needle like they used to. People aren’t looking for aspirational lifestyles; they’re looking for relatability. It’s no longer about chasing after someone else’s “perfect” life; it’s about finding people who make us feel understood and seen.

So, if you’re creating content, building a brand, or even just sharing your story—remember, realness is what resonates. Show up as you are. People want the real you, not the polished version. It might feel vulnerable, but in a world full of filters and rehearsed lines, that kind of honesty is exactly what builds trust and true influence.

The Reality Check: Setting Expectations with Social Media

In today’s digital age, social media often seems like the holy grail of marketing. With platforms like Instagram, Facebook, TikTok, and LinkedIn offering instant access to millions, it’s tempting to think social media alone can turn your business into an overnight success. You post a few things, and suddenly, customers will come flooding in, right?

Not exactly.

As someone who has worked in this space for over 20 years, I find that managing expectations is one of the most frequent things I have to do as a digital marketer. While social media can absolutely be a game-changer for your business, it’s not a magic tool. It requires strategy, consistency, and—perhaps most importantly—a realistic understanding of how it fits into your overall marketing plan. Let’s dive into what social media can actually do for your business and how to make it work most effectively by setting the right expectations.

1. Social Media Supports—It Doesn’t Replace—Your Other Marketing Efforts

First and foremost, a good social media plan is designed to support your other marketing efforts, not replace them. If you think social media will take the place of email marketing, SEO efforts, or old-fashioned networking, you’re in for a disappointment.

Think of social media like a megaphone: it can amplify what’s already working, but it’s not going to do the heavy lifting alone. Your website should still be optimized for conversions, your email list nurtured, and your brand’s messaging consistent across all channels. Social media will enhance all of these efforts, but it cannot replace them.

Take the example of a local retail store. The owner may post sporadically on Instagram but has yet to update their Google Business profile or invest in SEO for their website. The result? Followers on social media may be confused about where the store is located or what services they offer, ultimately reducing their willingness to take action. Social media can amplify visibility, but it’s not the sole driver of conversions without a solid foundation elsewhere.

2. “If You Build It, They Will Come” Only Happens in the Movies

We’ve all heard the saying, “If you build it, they will come.” Unfortunately, in the world of social media, this simply isn’t true. Posting content isn’t enough to guarantee an audience. Many times, your efforts need to be supplemented with paid ads, SEO, and good old-fashioned word-of-mouth.

I once worked with a woman who ran an e-commerce business. She posted a handful of times a month, didn’t run any paid ads, and often went MIA from her socials. When she restarted her social media efforts, she wondered why there were no immediate sales. This was a situation where I had to explain the importance of consistency and educating clients on the need for more than just organic posts.

In reality, getting noticed on social media requires strategic support, like boosting posts, running targeted ads, or partnering with influencers. Just like you wouldn’t open a new restaurant and expect customers to show up without any advertising, the same goes for your social media presence.

Paid ads are often a game-changer when used correctly. Targeting the right audience, experimenting with creatives, and optimizing for conversions can be the difference between having followers and getting actual sales.

3. A Balanced Approach Is Key—Social Media Alone Won’t Drive Leads

This brings us to another crucial point: unless you’re an influencer with a massive following, social media should be one piece of a larger marketing strategy. Many business owners make the mistake of putting all their eggs in the social media basket, expecting likes, shares, and comments to translate directly into sales.

But here’s the truth—social media alone won’t build your business. It’s part of a larger ecosystem that includes SEO, email marketing, networking, and paid ads. A diversified approach means your potential customers see you in multiple places—not just on social media—helping build trust over time.

Consider real estate agents. Social media can help showcase new listings or market expertise, but real estate agents also need in-person networking, client referrals, and local advertising. Social media builds brand awareness and visibility, but it won’t close the deal on its own.

In fact, studies show that businesses combining SEO efforts with a strong social media presence can see up to a 14.6% conversion rate, compared to just 1.7% for traditional outbound methods. This shows that a mix of channels—rather than relying solely on social media—is key to sustainable growth.

4. Paid Advertising Can Be a Game-Changer, But It’s Not a One-Time Fix

Many people expect instant results from boosting a post or running an ad for a few days. When nothing happens, they feel discouraged. Paid advertising is incredibly effective, but it requires patience and testing. You need to experiment with your audience targeting, creatives, and messaging to see what resonates most with your audience. It’s not a “set it and forget it” kind of thing.

Paid ads also work best when they’re part of a comprehensive strategy. An ad can drive traffic to your profile, but if your social media presence or website isn’t optimized, that traffic won’t convert. Make sure you have a solid call-to-action and an engaging landing page or bio to maximize your investment.

5. Social Media Is a Tool, Not a Magic Wand

Ultimately, social media is just one tool in your marketing toolbox. It can help you connect with your audience, build brand awareness, and drive engagement, but it’s not a magic wand. You wouldn’t use just one tool to build a house—so don’t expect social media alone to build your business.

Instead, focus on creating a balanced, multi-channel approach. When social media is paired with SEO, email marketing, and other forms of outreach, it can work wonders. But on its own, it’s not a silver bullet.

How to Create a Balanced Marketing Strategy: A Quick Checklist

To help ensure your social media efforts are part of a well-rounded plan, here’s a quick checklist to get you started:

1. Email Marketing: Are you nurturing your email list regularly with updates, offers, and valuable content?
2. SEO: Is your website optimized to rank for relevant keywords and phrases?
3. Paid Ads: Have you allocated a budget to run ads on social platforms and search engines?
4. Networking: Are you building relationships through in-person or virtual networking events?
5. Content Consistency: Are you posting regularly on social media with a clear, consistent message?
6. Analytics: Are you tracking and measuring the success of your efforts across all platforms?
7. Brand Messaging: Is your messaging consistent across social media, email, and your website?

Final Thoughts

Social media is a powerful tool, but it’s not a magic fix. It works best when used to support and amplify your other marketing efforts. By setting realistic expectations, staying consistent, and adopting a balanced marketing approach, you’ll be in a better position to see long-term success.

So, before placing all your hopes on social media alone, remember: the real magic happens when social media is just one piece of your broader marketing puzzle.

In the era of quick consumption and shortened attention spans, short-form vertical videos have risen to prominence, reshaping the digital content landscape. With 66% of consumers reporting short-form video as the most engaging type of social media content in 2022¹, there’s never been a better time to perfect your short-form video strategy. Here are ten tips to make your vertical videos stand out and resonate with your audience:

1. Embrace Vertical Content: Designed primarily for mobile devices, most short-form video platforms favor the vertical format. This orientation ensures videos fill the entire phone screen, offering viewers an immersive and unobstructed experience. Remember, 73% of consumers prefer short-form videos to learn about products or services, making the format pivotal to user engagement.
2. Keep It Short and Sweet: The essence of short-form videos lies in their brevity. While optimal lengths can vary, aiming for a duration between 5 and 90 seconds ensures content remains snappy and digestible, fitting the rapid consumption patterns of modern audiences.
3. Leverage Captions: With many users browsing without sound, captions become indispensable. They not only make your videos accessible but also ensure the core message gets through, enhancing viewer engagement even in silent mode.
4. Prioritize Stunning Visuals: Given that visuals often serve as the first point of engagement, it’s vital to invest in high-quality graphics, animations, and visuals. Such eye-catching elements can make your content memorable in a sea of endless scrolling.
5. Narrate a Story: Even within the constraints of short-form content, storytelling has the power to emotionally resonate with viewers. A structured narrative can guide the viewer, creating a memorable journey in just a few seconds.
6. Harness the Power of Audio: While visuals are paramount, audio elements like background music or sound effects can amplify the emotional impact, setting the tone and ambiance for your content, leading to a richer viewer experience.
7. Dive Deep into Analytics: In a world where 90% of marketers are ramping up their short-form video budgets³, understanding your content’s performance is crucial. Use analytical tools to measure metrics like views and engagement, refining your strategy based on data-driven insights.
8. Begin with a Bang: First impressions matter immensely in the digital world. Start your content with a compelling hook, whether through riveting visuals, intriguing text, or a gripping narrative, ensuring your audience remains glued to the screen.
9. Repurpose Wisely: Creating fresh content can be resource-intensive. Instead, breathe new life into existing content. Utilizing previously created footage or images in innovative ways can provide fresh perspectives without exhaustive effort.
10. Stay Genuine and Authentic: In an age dominated by polished content, authenticity shines through. Highlighting the genuine faces and stories behind your brand can foster deeper connections with your audience. Remember, it’s not always about groundbreaking ideas; sometimes, it’s about genuine storytelling.

Incorporating these ten tips can significantly elevate your short-form vertical video strategy, ensuring your content not only captures attention but also leaves a lasting impression.