This week’s blog post comes from our intern, Maria Lozano. Maria currently attends Rutgers University and studies Journalism and Media Studies.
Social media content has the power to be very effective in growing a business. The first step to successfully executing a social media strategy is generating an audience: those who you think fall into your target audience, a unique set of consumers you can draw in, and existing customers who you hope remain loyal to your brand. Unfortunately, growing and sustaining an audience is a difficult task for brands. Not only are you competing with other brands, or bidding for the same consumer, but you’re also trying to make your product stand out. Paying close attention to the content your audience responds to is the key to keeping their attention. After working closely with brands such as Koia and Cake Beauty, I noticed a growing demand for certain types of content, copy and messaging.
When focusing on Instagram, the most popular content is giveaways for both Cake and Koia. In an age where customers turn to media to find new products, giveaways inspire people to make the first move and force an interaction. A giveaway can generate new followers and new eyeballs for your brand for sure.
In a recent Cake Beauty giveaway, the post earned over 1,000 likes and comments overnight. This generated hundreds of additional followers and 5000+ profile views, according to Iconosquare. People love free products and winning. The experience of a contest is worth sharing with friends by tagging them in the comments. This improves the chances of reaching customers beyond your target audience. I follow certain brands because I know they have giveaways every week. Because of that, I will continue to follow and stay updated on their products.
Koia is another brand that hosts giveaways consistently. Most often, they’ll include a theme, an example of one being “living a healthy lifestyle.” When deciding to collaborate, the brand should seek out like-minded partners who target very similar demos. With Koia, this collaboration with other healthy food products, generated 650+ likes, more than a thousand comments, and an additional hundred followers. It also generated some really interesting comments to engage with on the partner brand’s feed. Great social media management ammunition for sure!
Copy is often overlooked, but optimizing it to its full potential could intrigue your audience. It can help convey your personality in a way that is sometimes more impactful than just the asset alone and/or it is definitely the best way to convey USPs.
From measuring the engagement rate from Iconosquare, I noticed that Koia’s Instagram posts that included the benefits of their ingredients received more engagement than any other content. A recent Koia posting included a “Did you know?” type of message with the fact that the turmeric found in the Mango Creme flavor, is a natural detox. These simple fun facts resonate well with Koia’s audience because it reinforces that Koia products can help sustain a healthier lifestyle.
With all of the content out there these days, customers need more than just the basics. Spending time creating really compelling assets that stand out from the clutter and writing copy that captures their attention and interest is so important. Spending the time to test and learn with new types of content, copy and messaging will help a brand differentiate and catch on faster than those who do not. It is definitely a worthwhile investment!