Fan Engagement: The New Way to Create Effective Digital Marketing


Content is king. Narrative is Queen. Together they rule your fan engagement.

For anything aside from football, fan engagement is digital creative engagement online. It is a combination of creating writing, photography and/or filming, placed on digital channels and in turn provokes funny, slick, sad, emotional and/or satirical feelings – it’s that THING which makes people react with a HEART, a RAINBOW or PUKE emoji.

For narrative – it’s very important to carry the brand. If you are a comedy then make people laugh with your writing on EVERY post – people are checking in because of the writing – so make sure it’s doing it’s thing on social just like it is in the script.

And if it’s a visual product like photography or short or feature films – your pages should be oozing engaging photographs and films.

AND finally, engage on all levels, even the most basic: When there’s a considered comment on a post, LIKE or COMMENT – get the conversation going with your people.

And now let’s throw in a quick discussion around ads and how they work with fan engagement at their core:

The ‘engagement’ of your fan is primarily through original and bold content and if you are using Facebook and Instagram ads, your ROI will reap exceptionally better returns – our campaigns show at least 50% better conversion rates than the published stats by Facebook.

Some people don’t even know they are a ‘fan’ – I think it’s another genius of fan engagement watching campaigns develop and watching people, for the first time, starting to react and click on a regular basis, sometimes weekly and sometimes daily. They have become fans before they know it!

How do we create better return for client’s money on ads using fan engagement?

Creating strong content (film, writing and photography) coupled with re-targeting to fans via custom audiences gives you the best option for return on your investment (ROI) of the ad budget.


How do you make a custom audience?

Facebook and Instagram tracks your audience from day 1 using your Facebook pixel. If you strategically place content early on in the campaign/launch of your social channels (say a trailer or clip), Facebook/Instagram will track the people who watched that content for at least 50% of the clip/film’s duration. It’s these people that will make up your custom audience and the new ads will be only targeted at them (making the ad campaign more efficient and cost effective).

Putting the two together – ad strategy (custom audiences) and content (the king and queen)  – you will see your ROI rise significantly.

Check out our social media management packages HERE

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