Social networks are never static and always changing. Adjustments are constantly being to create a more impactful and user-friendly platform and if you are a professional in the space, you need to be fast and adjust with the times swiftly. In recent months Instagram has been testing out hiding likes as a way to improve the experience and devalue a vanity metric, which they found was having a negative influence on people.
We are big believers that like and follower counts are irrelevant, especially in a paid social-first environment, so this is a welcomed change. We care more about the consumption of content than how many people follow you, many of whom don’t see your posts in a nearly zero organic reach world. With the hiding of likes, one success metric a brand or business can hang their hat on is how many saves a post receives. Instagram saves are a part of the Instagram algorithm, meaning that the more saves a post receives, the more people will see it in their feed. Also, those users who already saved a post, are more likely to see that content more than 1X, which is great from an “awareness and consideration” POV.
As we started to see the positive impact of saves, we began shifting our tactics for clients right away. One early winner is creating a requirement to save a post in order to enter a brand giveaway! Most giveaways have rules to enter, one of them usually being “like this post”. We would argue that a save goes a bit deeper, as it is still one click, but it also curates that post for potential future consumption.
Recently, in order to rack up those saves, one of our clients, Bare Bones Broth, a line of all organic Bone Broth soups and collagen, participated in a multi-brand giveaway with three other brands, making the cost of entry to save or “bookmark” the post! The giveaway was Whole30 themed in order to help users get a jump start on the January Whole30 diet. We capitalized on a very popular trend (dieting or “cleaning up” to start the year) and found great partners to align with, which in turn helped us increase and improve the value of the prize for the winners. See below:
The results exceeded our expectations! The giveaway received 938 comments,10,415 impressions, 755 likes (yes, those are still in effect) and over 150 saves. That last metric is key as this is an excellent algorithm builder and because this group is very niche, it is highly likely that they will go back and reference the saved asset, as they think about maintaining their diet throughout the year and want to recall some of these awesome Whole30 approved brands.
With social media, you must be paying attention to platform moves, making informed decisions on how to adjust & react and then always be testing. SAVE this post as a reminder!