5 Key steps to industrialize social media publishing and get your audience off the ground
On November 7 and 8, two intense days of conferences were held in Nice, as part of the European IQ Media project. Dedicated to innovation in the media, these days brought together renowned professionals from all over Europe to debate and exchange views on the current and future challenges facing the media industry. Among them, Moïse Morard led the workshop : Grow your audience with automated social media posts.
Read the summary here.
See our videos to learn more about those two amazing days, just here.
Moïse Morard, founder of Nonli, shared with us five key tools for optimising our online presence.
- 💻📈💼Invest in Facebook, Threads, Twitter and LinkedIn
The first step, he says, ‘is to invest in Facebook, Threads, X and LinkedIn’. Each platform attracts a different target audience (Linkedin for professionals and businesses; Facebook for the 30+ demographic; X and Threads for a more varied demographic), offering the opportunity to diversify audiences and generate more engagement, also known as ‘traffic’ around publications (likes, repost, share). This is all the more important given that engagement on social networks and audience growth are very closely linked, with a correlation coefficient of between 0.8 and 0.9. In other words, the greater the engagement, the greater the potential audience. According to Moise Morard, Threads could become a ‘fairly significant source of traffic for the media’, thanks in particular to the strength of Instagram.
2. 📝📚🚀Publish a lot
‘To be effective, you need to post more than 20 times a day, and up to 70 or even 80 times a day for certain media’. With such a volume of publications, it’s crucial to avoid publishing at five-minute intervals. ‘We call it the accordion effect,’ he explains, which should only be avoided in the event of breaking news. ‘When a story is hot, you have to post it within the next half hour of the paper coming out.’
When the media accumulates a large number of articles to be published, then ‘you absolutely must post at night’, he insists. It is at this stage that a media outlet will start to use automation tools to manage this high frequency of publication and maximise the reach of each post.
3. 🤖⚙️🔄Automation
As soon as you want to industrialise publication without being identified as a spammer by the platforms, you need to be equipped,’ he says. Automation makes repetitive tasks smoother and more intelligent: ‘It’s about working smarter, not harder.
He advises planning posts at various, precise and automatic times, as well as using real-time trend analysis tools to guide post topics towards the latest hot topics. In terms of investment, he says: ‘At Nonli, the minimum licence is €500 a month, and this can rise to €6,000 depending on the size and ambition of the media outlet.’
4. 📸📲💬Photo-posts to get more engagement
This expert in the development and optimisation of digital platforms advises limiting ‘link-type posts’ (article title and link) – often penalised by algorithms since May-June 2023. ‘They generate up to 10 times less audience than visual posts (title, link and photo)’ he points out. For visuals, Moise recommends experimenting with different types of content: AI-generated text based on the title and cap? white text with a logo and large fonts? Or just a photo? The choice is up to the media and its editorial line. But it’s important to introduce these posts gradually: start with 10% photo posts, then increase to 70 or 80% if the engagement rate becomes ‘3 to 5 times higher’ than that of link posts. This strategy maintains a minimum proportion of posts with links of around 30%, which makes it possible to compare results and adapt the strategy according to performance.
5. 📊🔍💡Data analysis
Data analysis enables a media outlet to adapt and remain competitive. For example, to measure the success of photo posts, we need to ensure that photo posts get ‘3 to 4 times more engagement’ than link posts, and that they generate ‘at least 50% more clicks’. However, ‘you don’t take action in 3 days, you take action over the medium term, at least 15 days, but at best 1 month,’ says Moise. So it’s essential to test different types of posts, comparing those that follow the new approach with those that don’t. ‘It’s AB tests, or even ABN tests,’ he explains. The ideal would be to hire someone who is focused on data and knows how to analyse it. This person can then guide the teams by explaining the results and helping them to adapt their work.
Moïse’s advice is essential for facing up to the challenges of social media development, but they need to be adapted to each media outlet, depending on its editorial line and specific features. Nonli manages 40 French media groups (France 24, RFI, BFMTV), 2,000 social accounts and holds 70% of the French market. With Nonli’s help, Groupe Nice-Matin recorded 6.1 million interactions in the first half of 2024, compared with 3.4 million in the same period in 2023, an increase of 79%.
MATHILDE GEORGES (in partnership with IUT de Cannes, school of journalism)
Moïse Morard began his career in 2008 as a developer, holding the position of technical lead at Wonderbox. Subsequently, he worked as a consultant for several years, specializing in e-commerce sites, notably for the Music Business group. With this experience, Moïse became CTO and shareholder of Debonix. In 2014, Moïse founded Moarty, where he served as external CTO for Warner Bros., managing teams and creating various technical projects. At the same time, he created Nonli, investing several years in research and development before launching its commercialization in 2021.
