On Social Media Content That Attracts Audiences…

This week’s blog post comes from our intern, Maria Lozano. Maria currently attends Rutgers University and studies Journalism and Media Studies.

Maria Lozano (1)

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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.

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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!

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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.

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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!

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POV: Three types of paid social media

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If you pay attention to any content put out by Sircle Media, then you would know we are big fans of paid social (meaning paying social networks to market on their platforms).  We have historically broken that down to paid acquisition and content boosting and awareness. The truth is there are really three categories and the middle lane might just be the most important. I recently recorded a podcast episode that breaks them down and below I dive in a bit more.

Categories: 

1- ROI/ROAS type marketing: Think driving top of funnel clicks and awarness and down funnel sales and conversions. This is true marketing via social platforms and very easily measurable and attributable. If you are looking to sell products online, this must be in the mix and will probably provide the best bang for your buck. Many brands will hire an acquisition firm or employee to run point here and they are typically measured based on their return on spend. Some brands need a return that is higher (i.e. 4X1 ROAS) and some can go 1X1 (or even lose money) depending on their product and LTV (lifetime value).

Regardless of a brand’s specific formula, whoever is running point will typically not want to get involved in the other key categories I break out below. Mainly because every dollar spent there directly impacts and compromises their ROI metrics. If only measured in that way, it makes sense but for the actual brand, it is a myopic and potentially dangerous stance. Yes, you want to sell and transact, but to have a transformational business you must also build a brand.  You will need to invest money in awareness for said brand, and it is likely not your acquisition team that will want to (or should) manage that spend,

2- Awareness and Branding: Think unpublished (dark) posts, video view campaigns, A/B testing different marketing messages and different niche target groups. Essentially using the Facebook Ads platform to market your wares and putting your key messages out at scale and/or in front of highly targeted audiences.

This takes some planning, testing and experimenting with theories.  Some of the metrics will seem counter-intuitive. i.e. you might actually aim for higher CPMs if that means you are hitting a more coveted and highly targeted audience, and you need to be ok with that. It is really about leveraging this insanely powerful advertising platform and thinking more about brand pushing at scale than ringing the register. It is more like TV than DR, but imagine if TV could truly segment and guarantee delivery and consumption to a bunch of different audiences for pennies on the dollar.  Sounds great right? Well that’s what it is…

3- Boosting of published content: Think about all the time you spend on carefully crafting your content (assets and copy), so you should now want to guarantee delivery of those posts to specific groups. This can be done by a layman, but still requires some expertise and a fundamental understanding of how Facebook and Instagram Ads work in general.

If you sweat brand look and feel (which most brands do) then you should take the time and invest the funds to make sure that content is actually seen. If you publish and just count on organic exposure, you won’t have much luck. A little bit of money goes a long way here and if you experiment some and get a feel for which audiences perform best it can be very powerful. It is also worth noting, that if you optimize for reach or engagement you will get drastically different results and both are important.  If you want to just reach a ton of people and have them see your product (awareness and consideration) then you optimize for reach, but if you want to get them to take action (trial and purchase) you want to optimize for engagement.

Paid social is a battlefield and you need to be attacking it on all three fronts. Each has tremendous value on its own and can often be run by different parties on your team. Ultimately, having all of them running together can really transform your brand from being good to great or unknown to relevant. If you fully understand the purpose each one serves, then the investment of funds and effort in each component of paid social will pay off!

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