As the Slayer’s best friend, Willow was always predictably good…until she wasn’t. And we all know what happens when good girls go bad. In honor of “evil Willow,” I’ve named the predictability principle after her.
As a show, Buffy the Vampire Slayer kept a predictable pattern across each season. There was an overarching thematic concept, ongoing character drama and one big bad, plus a few cameos from single episode demons. This kept fans comfortably in the loop, without giving too much away.
Sure, Lost was a fun show (in its own confusing way), but there is a lot to be said for consistency. Create a certain amount of expectations from your Page Members with content patterns or themes. These can be as overt as “Fan Friday” where users submit photos for a chance to be featured as the fan of the week, or a more low-key guideline that fan appreciation content will be posted on Friday.
Pick a Pattern
Branded content brings more personality to your Page by establishing patterns and themes for each day. These overarching topics allow for flexibility in specific content, while also setting expectations of material. This gives Page Members something to look forward to, while also helping them very quickly recognize your posts in their newsfeed.