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How a Facebook mums group increased content engagement by 4x in a month, using its community
OVERVIEW
Client: Eastern Suburbs Mums
Project: Playground Reviews
Type: Community video content
Summary: Eastern Suburbs Mums is a popular Facebook page for mothers in Eastern Sydney. It activated its readers to contribute videos of playground and local attractions that are stitched together into video stories.
ABOUT EASTERN SUBURBS MUMS
Eastern Suburbs Mums is an online community of hard-working, but also fun-loving mothers living in Sydney’s Eastern Suburbs. With over 20,000 members, the group discusses everything from safe places to play, kid-friendly cafes and restaurants, to facts about school and day-care facilities. The group’s website and directory lists hundreds of local attractions, businesses and events.
The group needed to respond to changes in Facebook's algorithm that prioritised video content over text and image posts. Natalie Hudson, part-time admin, full-time marketer and mum to two kids, had little time and no editing tools to create videos for the group.
As the admin, Natalie had a vision of a Facebook series called ‘Playground reviews’ in which group members could contribute reviews of local parks. The group used Vloggi to source reviews of playgrounds and all videos could be co-branded with local suppliers, venues and attractions, helping generate revenue.
Within a few weeks, the group had submitted enough clips to create the first four episodes of Playground Reviews, each filmed by a mum. A video on the Inglis Park super slide received almost 7,500 views in a single week, 4 times the number of views of the group’s next best-performing video.
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