How broadcasters can use Facebook better?


MUMBAI: Facebook’s daily active user base in India clocked a whopping 22 per cent growth rate by the second quarter of 2016, which is much higher than the 17 per cent growth rate the social media giant enjoys globally. Naturally, addressing its India-only usage and the issues concerning it is of key to Mark Zuckerberg. From improvement in quality perspective, Facebook is addressing these issues on several frontiers, including guiding television networks on how to grow on FB organically.

“When we speak of partnerships with television networks, it has nothing to do with how they interact with the platform as an advertiser. If networks are able to strategize and track a good campaign on Facebook, then it can grow organically. If networks crack the content code that triggers shareability of a Facebook post, then it doesn’t need any artificial push,”
shared Facebook India’s head of television partnerships, Vishu Ray.

This guidance often includes educating networks on the best practices to increase the shareability of the posts, using all the Facebook tools such as FB 360 degree, instant articles and Facebook Live to the optimal use, and creating engaging content on FB.

While ‘how to use FB’ might sound like a simple thing to explain to television networks, given the fact that the social network is constantly adding new features, some specially meant for this market, the task at hand isn’t that simple.

“We added Facebook live as a feature six to seven months back, but within Facebook Live several new changes are being made. For example, now users can not only go live from their smart phones etc, they can go live through multi-camera setups as well, which also allows one to switch between multiple cameras,” Ray added.

Some eight to 10 news networks have also adopted Facebook chatbots that directly interact with FB users through the messenger to bring them their choice of news.

Ray made it clear that currently Facebook partnerships with television networks isn’t a monetised association. “As of now, we aren’t thinking of making money from these partnerships. The focus is to share best practices, which, by the way, are also available to all networks and publishers through our news blog that anyone can access. We understand that networks have many mediums to consider. May be the other platforms, specially in the video category has been consistently performing over the last few years.

Facebook’s video options being a late entrant means that those coming on board have a higher jump to make in a much shorter time, thus requiring an external hand-holding,” Ray explained.

When it came to paid campaigns on Facebook, Ray pointed out that most of the flow of advertising on Facebook is very self-served and flexible. If the content is compelling enough, media brands especially don’t need to spend too much. The occasional spends that they do, can be carried out through their media agencies.

Facebook is beginning to give special focus on the regional networks as well, said Ray. “The first focus is the southern market as the users are heavy media consumers. Bengali and Punjabi regional channels are another point of focus for the television partnerships wing at Facebook India,” he said, adding that Facebook’s multi-language feature that supports up to 12 Indian languages is a good tool for regional networks to use and generate more engagement.

Having observed how networks are using Facebook in the last couple of years, Ray used a couple of pointers on how networks are going wrong in their Facebook usage.

“Broadcasters so far have been paying close attention to how Facebook has been working for brands, and thinking in terms of like numbers and share numbers. That may not be the best way to look at it from a media brand’s (big or small) perspective who need to ask themselves if a certain post will get people excited,” Ray shared.

“We have also begun to understand that audience are generally put -off by content with a promotional tone to them. Usually, the audience reacts better to informal language, and a more native and conversational posts,” Ray added in parting.

Latest Reads

Catch the mystery of Satyakam's murder in Byomkesh on Hoichoi

After a massive success of the inaugural season of the first ever web series on Byomkesh, hoichoi, the Bengali entertainment content platform, announced the launch of its Season 2 today. The 1-hour-long first episode of Byomkesh Season 2 will start streaming on hoichoi globally from Saturday,...

iWorld Over The Top Services
Viu & Nicotex Partner to Launch Adventure Series 'I Can You Can'

Viu announced the launch of its first adventure reality show ‘I Can You Can’ in partnership with Nicotex. The show is produced by BBC, India. With the introduction of this new style of journey-based content, Viu continues to offer fresh and compelling content in a variety of genres.

iWorld Over The Top Services
Discovery to launch digital channels, ties up with telcos

Discovery Communications India (DCIN) is planning to disrupt the digital space with the launch of bespoke direct-to-consumer and mobile-first channels in February 2018. The new mobile-first channels will focus on four core-interest areas—military, girlist, automotive and food. The first two...

iWorld Over The Top Services
Indians binge watch Netflix faster than global average

India saw a massive rise in Netflix binge-watching this year. Here’s a flashback at the most intriguing streaming moments that defined the platform’s viewership in 2017.

iWorld Over The Top Services
Semi-urban connect helps FilterCopy attain top slot on Facebook

MUMBAI: It’s time to pour a nice cup of filter coffee because it’s no small feat to beat a giant like Buzzfeed. According to a report by Vidooly, FilterCopy page ranked top on Facebook with more than 71 million (71,128,760) views in new age entertainment category with 27.4 million (2,743,641)...

iWorld Social Media
RIL to plan IPO for Reliance Jio: Bloomberg

Reliance Industries Ltd (RIL) may launch the initial public offering (IPO) for Reliance Jio by late 2018 or early 2019 to further challenge the collective might of Airtel and the Idea-Vodafone combine, according to a Bloomberg report. Reliance Jio, which hasn’t made a profit since its official...

iWorld Telecom
Health & beauty YouTube's fastest growing vertical in 2017 for India

YouTube remains the top video entertainment hub – with over 225 million Indian smartphone users, using the app every month. India also reached not one, but two major YouTube milestone this year, with 200 channels now crossing the one million subscriber mark and three channels achieving 10 million...

iWorld Video On Demand
Regional content on ALTBalaji to constitute 15% of show hours

MUMBAI: The year 2017 has witnessed the phenomenal growth of regional languages, such as Tamil, Telugu, Malayalam, Gujarati, Marathi and Bengali, over Hindi and English. OTT players like ALTBalaji, Viu, Amazon, SonyLIV, Voot, Hotstar, Netflix, and YuppTV have taken a deep dive into offering...

iWorld Over The Top Services
Mastiii and PEN tie-up for win-win deal

Mastiii is all set to make a mark in the mobile app industry. The channel will soon expand its digital footprint via an exclusive content association with PEN India and will be available on its latest, Bollywood Times Mobile App, a one-stop destination for entertainment needs starting 9 December...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories