Eugene Kim is the co-founder and editor-in-chief of My Modern Met, a stunning destination for creative inspiration of all kinds. Over the years, Eugene and his team have strategically grown their presence on Facebook and now, Facebook generates the largest source of traffic for My Modern Met!
Gaining visibility in the Facebook News Feed and using the platform to drive traffic is a struggle for many content creators, so Eugene was kind enough to share some of his insights on how My Modern Met has successfully done just that!
How long have you been an online content creator? When did you start My Modern Met?
My Modern Met was formed in May 2008 to create one big city that celebrates creativity. Now 11 years old, we currently receive 7 million unique visitors per month who are interested in art, design, photography, architecture, science, environmental issues, and more. By featuring the best sides of humanity, we aim to make a positive impact on online culture around the world.
Can you share a little bit about how you use Facebook for your business?
Facebook is currently our largest traffic source. My Modern Met’s Facebook page was created in April 2009 and has taken a long time to grow – currently at 4 million followers. The biggest surge occurred several years ago when Facebook started placing major emphasis on videos and some videos would receive tens of millions or, rarely, over a hundred million views. Through this extremely high engagement, our videos were discovered by many new viewers who then started following our page, so we were able to grow our Facebook page very quickly.
Fast forward to today and Facebook has significantly slowed down video engagement and growth of all pages (as seen in Facebook Insights) so our strategies continue to shift to adapt. To manage Facebook day-to-day, our social media team posts new content and also reposts evergreen content.
What are some ways you have navigated Facebook’s algorithm changes and stayed visible in the Facebook News Feed?
The best strategy for us has been to consistently post links, along with natively posting photos and videos. We believe that posting natively helps strengthen our Facebook Edgerank, furthering the reach of all our Facebook content.
For Facebook, it’s all about shareable content. Are your image, description, and landing page captivating? Are you encouraging people to comment? We also partner in weekly link-sharing with other high-quality sites in a similar niche like BBC and History.
How has your presence on Facebook helped you monetize My Modern Met?
By sending us traffic through links, Facebook allows us to monetize pageviews with display ads served by AdThrive. When a viewer lands on our site’s content, we’ve created entry points (or funnels) for them to sign up for our email newsletter, purchase items at our Store, read more articles that may contain affiliate links, or become a member through Patreon. We also earn Facebook video ad revenue through ad breaks.
What’s your Facebook strategy advice for other content creators?
Keep testing new strategies until it works or doesn’t. If it doesn’t work, see where your time is better served. If it does work, create processes to keep optimizing your strategies until you can’t optimize any more.
In addition to learning from your own tests, learn what’s working with other similar publishers and apply those findings in a custom way for your brand.
The four key success strategies I’ve created for our team are innovation, execution, optimization, and growth. Once the cycle is complete, repeat.
Lastly, Facebook’s algorithm changes are difficult for publishers because they are often unannounced. To be a leading publisher, we believe it’s crucial to be on the pulse of digital media and algorithm changes, quickly identifying what is happening and adapting our strategies. It helps to have a network of similar publishers in the industry to bounce ideas off and share news with.
What would you say are the coolest things to come out of owning your own business and establishing multiple income streams?
One of my lifelong dreams has been to run a successful business and manage a strong, like-minded team, so I feel very fulfilled because of that. Knowing that the effort I put into the business is directly benefiting my family leads to working harder but it’s exponentially more rewarding. Flexibility to wake up and sleep whenever I want, travel whenever and wherever I want, and continuously working towards bigger goals keeps me looking forward to waking up and ticking off boxes on my daily to-do lists.
Thank you for sharing, Eugene — it’s so awesome to hear what has worked for you on Facebook!
Our community of publishers is endlessly inspiring — we LOVE hearing your stories and watching your businesses grow and thrive. It drives everything we do!