Dealing with Facebook Marketing Anxiety: You Can Still Earn Reach

“The content problem” in content marketing is becoming more pronounced.  More and more brands are making content that does nothing. Ads are getting more and more expensive, and working less and less.  Many ad clicks are turning out to be fake. Organic reach, especially on Facebook . . . Well, forget about it.  There is so much noise, much of it other brands also trying to get a message out, that many of us have even forgotten there is a signal there to begin with.  SEO is more nebulous than ever.  Social Networks, once our saving grace, are now fine-tuned to limit reach to our own followers and force us to pay increasingly higher prices just to get a message in front of people who have clearly signaled they want messages from us.  Facebook has even taken more drastic measures of intentionally limiting businesses from being seen. Even influencer marketing is becoming more expensive and difficult to execute.  To top it all off – nearly 75% of Facebook users have taken some action from deleting the app to taking a break, or at least clamping down on their privacy settings in the last 12 months.

As much as digital and content marketing is the future, it seems more and more hopeless for many marketers. Yes, we created the problem with our pathological obsession with vanity metrics over meaningful relationships and conversation.  Unfortunately, that doesn’t change the reality we find ourselves in now, and the biggest question we all have to answer:

How do we earn media now?

This ecosystem isn’t going to turn in our favor any time soon.  So if we’re going to succeed, we have to adjust our approach:

  1. Get back to basics.  Our temptation with every change in Facebook or Google’s algorithms has traditionally been to hack our way around it to get back to the numbers we previously saw. In Marketing, we all know that lower numbers is bad. I get it. No one wants to be the tool that walks into a meeting with their boss and says, “Reach is down 50%. Engagement is down 65%. There is nothing we can do about it. It may get worse.” Let’s take this opportunity to focus on what portion of that engagement was meaningful.  What does meaningful interaction with our customers and users online actually look like? Then let’s do more of that.
  2. More content does not mean better content marketing.  You’re going to have to produce content.  Chances are, you’re going to have to become an expert at it.  But that doesn’t mean $5,000 videos produced weekly and a team of designers making beautiful stuff.  Create simple, replicable, content creation processes that a small team can do to create content that matters.  Photofy is the easiest tool for consistently making on-brand content with consistent assets – even with large distributed global teams.  You can church out a week of high quality graphics that your audience will actually like in minutes.
  3. Scale. Use employees. Use customers. Use online advocates. Use random people who think you’re interesting.  A brand simply can no longer stand out from the noise. Unless you’re Apple or Google with an army of journalists in your pocket, you’re going to have to find a way to drastically increase the amount of conversation happening about you online.  Photofy has been used by many companies to do just that – scale content creation to anyone and everyone with a voice, give employees and business partners tools to participate in content creation.
  4. Be available and responsive with your audience.  If people aren’t talking about you and to you. You’re dead.  But once you’ve scaled content creation – you also have to be available and responsive to people.  No bot takes the place of this. Real humans talking to real humans is how business has been done for thousands of years.  Guess what… it’s how business will continue to be done for the foreseeable future. AI is great. Bots are great. It serves a purpose – but nothing replaces a customer knowing that a human being at a company knows about them and cares about their experience.

The heyday of free Social Media reach may be over – but you can still earn attention, engagement, reach, and conversions with the subset of your audience that really matters.  There is so much noise – truly great and useful content is the only real way to stand out – or you can keep spending more and more money promoting content with less and less effectiveness.  Go get ’em champ.

The reality is this: there has never been a better time to focus on content production and see a measurable result from it.

Build Your Brand “With a Little Help from Your Friends”

Author: Ted Rubin, CMO Photofy

Who doesn’t remember the old Beatles classic “With a Little Help from My Friends?” I can hear that tune and Ringo Star singing the lyrics in my head, can’t you?

“Oh, I get by with a little help from my friends.
Mmm, I get high with a little help from my friends.
Gonna try with a little help from my friends.”

While “getting high” doesn’t necessarily correlate to good business practices (guess it depends how you interpret), the other two lines certainly do—getting a little help from your friends. And there is a group of people in any organization who could be considered friends of your business, right? Those who know your business almost as well as you do. Your employees, of course! That’s why its very important to cultivate a business culture that encourages your employees to feel connected with your brand. They should feel so connected, in fact, that they want to, or easily be encouraged to, share about you to their friends and family. And not just in face-to-face conversations, but with online content. But how do we accomplish that?

In today’s digital environment, we already know that customer experience often turns into content, which can be a double-edged sword if that experience is less than exemplary. Because online customer-generated content is something we cannot control, it can be a bit scary. Sometimes so scary that we want to reign in what we CAN control—what our employees say about us online.

It’s All About Relationships

For years I’ve been talking about building advocacy with customers through better customer service, because it’s a natural thing to want to share our experiences. Why not make them great experiences? I’ve also talked about building employee advocacy by Empowering your Employees to Power your Brand. Forward thinking brands help their staff create safe, valuable, online profiles, help them build their own brands on social media, and don’t shut them out of social platforms on the job, but clarify their online policies so employees know what they should or shouldn’t share about their company. Whether we’re talking about customers or employees generating online content, the underpinnings are the same—build loyal, trusting relationships, right? However, it’s also important to share good tools for building that content.

Make it Easy for Them

You might have some employees who are good writers, and you can encourage them to contribute content to your blog (or their own). You might have some that are Twitter or Facebook or Instagram power-users (or even just casual users), and you can definitely encourage them to post interesting things about your company. For instance, you can have your marketing team craft informative or fun-fact posts about your brand, share your charity work or upcoming news items, etc., and encourage your employees to share those posts on their personal profiles if they like. Pre-creating content is a way to make social sharing easy. However, I think one of the BEST ways to empower your employees is to give them tools to be creative themselves.

Empower Creativity with Images

Just about anyone with a social profile likes to share images or videos they take on their phone, and people love to view them. Why not empower your employees to share this kind of content? One way to make it easy is to give them a tool like Photofy to create fun, interesting content from their phones that can be shared on any social profile. Another way to make it easy is to encourage creativity and reward it.

How about announcing a weekly themed image contest? Let’s say you have a new line coming up that will be released soon. Why not encourage employees to take photos or use stock images to come up with a social meme or a poster that exemplifies a word associated with that line? An app like Photofy can make it possible to create stunning images with text overlays, brand approved logos, etc., and makes it super-easy to do it on the fly (when inspiration comes)… Easy to create beautiful Branded Content in under 30 seconds… @PhotofyApp #Photofy

Have Fun Rewarding Participants

Encouragement can come in the form of a reward for employees who participate with something fun (do a survey of your staff to think up a list of appropriate rewards). Re-sharing the images they post on their social profiles, and/or creating an employee creativity gallery can also encourage involvement. Who doesn’t like to be recognized? Even something as simple as “crowning” a person as creative King or Queen for a day could be a fun way to develop an encouraging environment.

The Benefits Can be Exponential

The benefits of developing an employee advocacy program that encourages image content development and sharing can be far reaching. You know the benefits of consumer advocacy online—just think of how many more people you can reach with a little help from your employee friends. They know your company, they know your product, and they have social audiences that can extend your reach exponentially.

The power of image sharing is growing by leaps and bounds and is an easy way for employees to help you grow your brand. Give them a little help to get going, and they will help you back by creating content at scale, growing your brand’s perceived value and heightening SEO, all without breaking the bank! Building employee relationships that help you grow as a brand AND helps your employees feel connected and appreciated… that’s a win-win in my book. All you need is a little help from your friends!

Empower your Employees and they will Power your Brand… ROE, Return on Employees.  

Photofy and SIGGPAY Partner Up to Enhance Influencer Marketing

SIGGPAY is a quickly growing Nano Influencer Marketing Company that is giving everyday people the chance to monetize their social media accounts. They’re not looking for the influencers with millions of followers. They want the smaller numbers. The influencers that speak to their followers, not speak at them. Their goal is to build on the influencers that already have the trust of their community and leverage that trust to market local products and services.

Influencers sign up for SIGGPAY, and can choose from a selection of campaigns, and then “compete” for points based on their engagement and location of their social media points using check-ins and shares across the various social apps.

SIGGPAY recognized their users’ desire to create beautiful, branded images for their campaigns, and a partnership with Photofy was formed. Together with Photofy, SIGGPAY Influencers will be able to easily create professional, marketable images that will stand out among the “crowds” of other posts.


We are very excited with this partnership and are looking forward to working with SIGGPAY and their influencers!

Back to School Sale in the Photofy Marketplace

Are you asking yourself “Where did the Summer go?” We are doing the same thing! It’s hard to believe that school is already back in session in many places. We know you love to share the experiences of back to school shopping, and most importantly, those those first day of school photos. We do too! Back to school should be fun, and we want to help you make it so!

For a limited time only, Photofy is offering packages with awesome, fun Back to School themed artwork for half price in our Photofy Marketplace! Just tap on the Market icon in the top right corner of your main screen, and look for the “SALE PACKAGES” tab!


Show off those photos in style with Photofy! These sale prices and August 31st! So get them before it’s too late!

We’re Celebrating Prime Day Too

In all the excitement and craziness of Amazon’s Prime Day, we wanted to make sure our awesome Photofy customers didn’t miss out on our special deals!

Have you been wanting to try out some new effects on Photofy? Now’s your chance to check them out at a super low price!

The following in-app purchases are now just 99¢ for today and tomorrow (July 16/17) only! Don’t miss out!

  • The Photofy Premium Pack-  Unlock over 3700 elements to embellish any image!
  • Light FX Pack- Unlock 27 light leak effects to add to your photos, plus the easy to use Light FX viewer!
  • Watermark Removal- Remove our Photofy watermark from all of your creations forever!
  • Enthusiast Filter Pack- Enhance your photos with 20 filters plus our easy to use filter viewer!

Head over to the Photofy Marketplace on your app and grab these deals while they’re hot!

How to Differentiate Content for Various Social Channels


By: Grace Andrews

Posting content via social media channels is one of the best ways to communicate with consumers in today’s world. While there are many technology platforms that allow us to share content across all outlets, different channels may be better for different posts. For any brand, establishing a voice, building your identity, and staying consistent are crucial. However, it is also often valuable to alter each post even just a little depending on the channel and your audience. Photofy is beneficial for creating original and organic content that can easily be tailored to the platform you decide to post on, one or all. The multiple graphic elements are great for creating infographics and visuals, while tools such as the ratio feature allow you to create content in specific dimensions to fit the channel you are posting to. Below are some tips and tricks when it comes to posting on these various channels to gain the best reach and engagement.



Videos and curated content are the best to post on Facebook. Compared to all kinds of posts, these generate the highest average reach, engagement and likes. Facebook is also an ideal outlet for sharing blog posts. Ideal status updates don’t include much text, which leaves more room for great visuals. Generically speaking, people don’t come to Facebook to read long form content.

From a business perspective, consumers love engaging with companies they choose to do business with. So commenting and sharing posts from customers makes them feel respected and appreciated. In addition to the type of post, it is important to understand the demographic. The majority of adults online are utilizing Facebook. Unlike millennial-centric networks, like Snapchat, Facebook’s target audience reaches a higher age demographic.


A quick “expert” tip for Facebook with regard to your blog posts… very often, if it is a short post and you really want people to read it rather than your goal being clicks to your blog/website, post the full content of the post instead of the link, along with the image from the post. You will find this is a great way to create engagement and comments that most often will not happen on the blog post itself.


While you can post photos on virtually any social outlet, Instagram has become a place where people post only the best photos. Aesthetic quality is very important to instagram users. But every photo should also provide some context. Captions should be kept short and sweet. Even more so than Facebook, people do not come here to read long content. In addition, while Instagram will allow you to enter up to 30 hashtags, unless you apply them in the comment section below, it is not recommended.

Brands seeking to engage teens and young adults will offer an organic experience by aiming for quality, too. Things to post are product photos, behind-the-scenes, and user generated content. Quotes are also a type of popular content to post for motivational and inspirational reasons. While it is important to be consistent, Instagram’s Story feature allows flexibility in that as these stories will disappear after 24 hours.


Be sure to keep in mind that very often Instagram users do not even read the text that is not a pat of the photos, so remember your images are the key to the engagement.


Twitter is great for staying in the know! Tune into Twitter to be alerted and find out information on breaking news. Here, you can also voice your opinion or update your followers on what you are doing. Other reasons to get on Twitter are to follow sports, live events chat, famous people, share news, network, and follow trending topics. Twitter is also a great place for immediate feedback and to test new ideas and thoughts before posting them to more static social platforms.

Like Facebook, Twitter is a great outlet for sharing blog posts and curate quality content. With a blog post, you can share a link, photo or infographic, video of GIF. Tweets are limited to 280 characters, not including images and video. You can expect more engagement by including images with your links.

Hashtags are effective when including text on Twitter and often summarize your point or message. These hashtags are also are a great way to search for particular topics, and to be found by those searching. However, there is such thing as too many hashtags. Twitter is all about capturing attention as quickly as possible, which means you have to be strategic with your tweets in that they need to be clear and specific in order to engage with an audience. You can expect more engagement by including images with your links. And be sure to reply and respond to those who engage with or share your tweets to get the most relationship building value.


All business insights, thought leadership, job listings, and career information are the most appropriate content to post on LinkedIn given its a professional networking and community platform. Great things to post about include just about anything to do with business other than a straight sales pitch including marketing, operational insights, leadership, technology, events, company culture, employee’s experiences, employee’s achievements, and open job positions.

While many of the other popular social media channels are purposefully meant to be concise, LinkedIn is a place where you can feel free to post the full text and images. Of course, always remember to link it back to the original post to drive more engaging traffic.


Pinterest is also a very visual social platform. Images are best to post and are formatted vertically on their channel. Pinterest is one of the best ways to get new people to your blog since it doubles as social media and a search engine.

Most popular topics and posts you will find on Pinterest include DIY, craft, décor, food and drinks, and design. Some of these vertical images include step-by-step photo instructions on how to do something. Pinterest users mostly utilize this source for inspiration. Because of this, pictures posted here should focus on what should be achieved when using the product of topic.socialchannels2

Support a Great Cause… Join The Memorial Day Photofy Frame Campaign!

“Dogs and Vodka,” name a better pair, I’ll wait…


Photofy is partnering with Emanicpet and Tito’s Vodka to support a great cause! When you create content in the Photofy app with custom Emancipet & Vodka for Dog People graphic elements, Tito’s Vodka will donate $1 to Emancipet. Emancipet is a nonprofit that seeks to make spay/neuter and veterinary care available for all pet owners. Tito’s created Vodka for Dog People to rescue and protect the animals that have come into their lives. The vision of the Vodka for Dog People program is to unite with friends, fans, and partners to better the lives of pets and their families far and wide. All proceeds of the program go to Emancipet.

Have fun plans for Memorial Day weekend? GREAT… NOW be sure to capture a photo of your canine best friend, or someone else’s, and post to support the the cause.


Want to get involved? By unlocking a free Emancipet & Vodka for Dog People themed frame from Photofy, you prompt Tito’s Vodka to donate $1 to Emancipet!

Simply download the Photofy app, unlock your favorite free Emancipet + Tito’s Vodka summer/memorial day themed frame, and share on social! IN ADDITION… Emancipet will select 5 winners of a Vodka for Dog People prize from those who post through May 31st, 2018.

To enter, all you have to do is:

  1. DOWNLOAD Photofy from the Google Play or Apple Store:
  2. LAUNCH Photofy
  3. PRESS THE MENU BUTTON in the upper left-hand corner
  4. TAP “Join Business Account”
  5. ENTER CODE: emancipet18
  6. SEE exclusive Emanicpet/Tito’s graphics

Once you’re in the app you will have access to custom artwork, templates, and photos! Be sure to include hashtags… #Emancipet #VodkaForDogPeople & #Sweepstakes to be submitted for the Vodka for Dog People contest!

7 Tips for Social Selling and Marketing

Unleash the power of social media to drive awareness, engagement and revenue for your business. Over 2 billion users are active on social media, so we have put together some tips to make social selling and marketing a fun and effective opportunity to grow your business.

1. Facebook is still the most important network
Over 1.5 billion active users, means Facebook is by far the most powerful social network. From there, we recommend Instagram, Twitter, LinkedIn and if you are feeling outgoing, Snapchat.

2. Tell a story to humanize your business
Whether your business is a longtime passion, life event or series of events, your network will find your story interesting, relatable and ultimately feel more connected.

3. Create branded and visually engaging content
The web is becoming more and more visual every day. This means less and less text. Make sure your photos have your brand’s logo and convey a message without having to read a description.

4. Follow top accounts to learn from the best
Richard Branson, Zig Ziglar, Entrepreneur, Taylor Swift and of course your corporate account.

5. Network differently
Introduce and ask for introductions. Seek and give advice. React, comment, like, tag, hashtag and re-share content. These actions increase your social visibility, add value and will incline connections to do business with you.

6. Find what’s trending
Search Google for “google hot trends.” Tie the trend to your business or a positive personal interest.

7. 10 minutes 3 times a day
Morning, lunch and evening.