It's not about dealing with Facebook algorithm but creating better content: Parveen Singhal, WittyFeed

Parveen Singhal, Co-Founder & CCO, Wittyfeed India shares Growth Hacking Lessons for publishers and brands battling the stringy Facebook Algorithm

"We are a modern day media company which creates entertaining humourous content in different formats of listicles, videos and text," says Singhal taking us through the journey of Wittyfeed.   

WittyFeed's journey started in 2014. Before that in 2012 Singhal and his team started a Facebook page called Amazing things in the World which went viral. "That time we came to know the real impact of social media. How can we create real impactful content? So, we used to post info regarding travel, technology, people, etc. Later people started asking us for more information about that particularcontent piece. Then we thought of creating a website called Everystory.com. In 2014 we launched Wittyfeed. Today Wittyfeed is one of the leading content platform in India with almost 100 million plus unique audience coming in and consuming content. Our target audience is between 18-25, for that we create content from different sources," shared Singhal. 

Why content is so important

Content creates engagement and connects people. Stories are always important for people to know as they seek some information to consume everyday and that's why we create content in different forms. Yes, today the content industry is changing. The consumption started with text and today it is video that has taken the lead. We are trying to create more video content which can enable people to interact more. We have more than 300 million views on our videos coming from different users and properties.

Also Read: It’s not the amount of bots in your life but the amount of life in bots: Vineet Singh, Digitas India

How you can make content viral 

It’s always data and science behind any content going viral. Whenever you create content, you should know the target audience you are focussing on; what is the objective to be achieved and who will engage with our content. To generate a pre-buzz you should create curiosity in the mind of users so that people want to know more about it. First of all the piece should be engaging, relatable and connecting. 

Before brands went the cause marketing way, it was direct marketing that happened. But now the consumption patterns have changed a lot. Advertisers have moved from direct conversation to storytelling where they are creating emotional content to deliver the brand message. Brands create the emotional value within that communication.

Instagram vs Facebook for content dissemination

It totally depends on the audience we are targeting. Facebook’ and Instagram users vary. But facebook has a great reach. How you want to engage with your audiences is what matters on choosing the right platform.

Facebook Algorithm 

It's not about dealing with Facebook algorithm. It's about creating better content.

When Facebook updates its algorithms, it helps to change our overall content strategy. Facebook’s main agenda is to create meaningful conversations on the platform and its is important for us to do the same. Recently we started focusing more on video content and since four months we were almost number one in video viewership.

You have to create content what your audience likes and not what you like. 

Parveen Singhal, Co-Founder & CCO at Wittyfeed India was speaking at the live session of India’s first live conference SMLive 2018 about Growth hacking lessons from WittyFeed