Facebook Guidance and Best Practices

Based on content performance on Facebook and how the platform is evolving, consider these three pillars to achieve long-term engagement and relevance. Remember that content should be purposeful, relevant, and informative, encouraging conversations that Bayer can participate in.

1. Focus on Meaningful Interactions

Be Relevant and Add Value: 
Prioritize content that remains relevant and valuable over time. Avoid time-specific references to ensure the content has a longer shelf-life and ongoing relevance.

Spark Conversation:
Develop relatable content that includes timely trends and industry-specific topics. Aim to spark meaningful conversations that engage your audience and encourage interaction.

Coordinate on Management:
Collaborate with community managers across teams when posting informative content that sparks conversation. Ensure that teams are prepared to engage with audiences on a deeper, more meaningful level.

2. Test the Use of AI

Be Relevant and Add Value: 

Facebook, like many other platforms, is striving to balance AI integration with transparency about its AI practices. Bayer should continue to leverage AI to help with content creation, while maintaining transparency with platform audiences.

AI-Generated Photos:

Utilize AI tools to create engaging and visually appealing photos. These tools can help generate high-quality images quickly, ensuring a steady flow of fresh content.

AI-Powered Stories 

Leverage AI for copywriting to craft personalized and relevant messages that resonate with specific audience segments. This can help increase engagement and interaction with the content.

Explore Content Scheduling and Optimization 

Implement AI-driven content scheduling and optimization tools within Sprinklr to post content at the most effective times and ensure it reaches the right audience. AI can also analyze performance data to refine future content strategies.

3. Prioritize Video Content

Video content continues to dominate social media, and Facebook is no exception. Prioritizing video content can significantly boost engagement and reach.

Short-Form Videos: Focus on creating short, captivating videos that can quickly grab the audience's attention. Platforms like Facebook Watch favor shorter, engaging content.

Live Streaming: Leverage Facebook Live to host real-time events, Q&A sessions, and behind-the-scenes looks at Bayer’s initiatives. Live streaming fosters real-time interaction and creates a sense of community.

Inspiring, Educational and Informative Videos: Produce videos that provide valuable information, tips, and insights related to Bayer’s industry. Educational content can position Bayer as a thought leader and build trust with the audience.