“To change what we see, we have to change what we share.” Mexican beer brand Estrella Jalisco took on a mission to game the Facebook algorithm and positively impact the reputation of the Mexican people.
It’s no secret, Facebook is a bubble governed by a secretive algorithm. Our perception of the world, entire reputations even, are built and destroyed through what Facebook deems right to show us. The good news, however, is that you, me, all of us, can still have a positive impact.
In Mexico, Estrella Jalisco, a local beer brand, launched the “Share for Good” initiative that helped turn around the negative results generated by Facebook’s search algorithm.
Before the initiative kicked off, all of Facebook search results for “Mexicans are” were bringing derogatory words. Just six weeks later, the “Share for good” initiative had such an impact that all results from the same “Mexican are” query were now returning positive results, showing Mexicans as inspiring, creative, passionate and caring people.
Together with their AOR, David the Agency, Estrella Jalisco, started creating content for their cause, content that highlighted the best qualities of Mexican culture and people. They also launched over 25 Facebook Pages, 20 Facebook groups and over 20 websites to share the content they created and spread the word.
https://www.facebook.com/WeAreSocialMedia/videos/324952834766209/
Two weeks after launch, the main Facebook Page for the initiative had already reached over 170,000 people and generated over 15,000 engagements.
Yonathan Bendesky, senior brand director for Anheuser-Busch, Mexican imports, explained:
“We didn’t know if it was going to work, but we just loved the idea and felt like we had to do something about it. The amazing thing about this is just how far a little good can go.”
The truth, people, is that the only way to “change what we see” on Facebook, is to “change what we share.”
You might also like
More from Featured
The Reality of Careers in Social Media: Insights from Hootsuite’s Latest Report
What’s it really like to work in social media? Hootsuite’s CMO, Elina Vilk, delves deep into the current landscape of …
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
YouTube Is Testing AI-Generated Video Summaries
YouTube has recently started testing a new feature that automatically generates summaries of videos using AI.
TikTok To Discontinue TikTok Now, Its BeReal Clone
TIkTok is pulling the plug on TikTok Now, its BeReal clone, a little over nine month after it was first …
Miller Lite Created Beer Ice Cubes To Cool Your Beer
The Miller Lite Beer Cube Tray lets you freeze beer into small iced beer cans so you can keep your …
New Feature Helps Creators Choose The Best YouTube Thumbnail
YouTube is trialling a new "Test & Compare" feature that helps creators choose the best YouTube thumbnail for their videos. The …
YouTube Is Adding AI-Powered Dubbing
YouTube is integrating the team from Aloud to help you dub your videos in other languages with the help of …
New VEED AI Tool Helps You Fix Your Gaze In Videos
How many times have you struggled to keep eye contact with a camera when filming a video and reading off …