Instagram Saves and All The Rage!

0_KtwdD-Ti-QJgjfNj

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! ;)

 

Add a comment

Tags: , , ,

Nowadays, Giveaways are a smart way to hack exposure!

Screen Shot 2019-12-06 at 2.18.14 PM

With Q1 2020 quickly approaching, it’s essential to take inventory of your social media strategy from 2019 and adjust where necessary. Here at Sircle Media, we’re always staying on top of social media trends and making awareness, consideration, and trial the top priorities for our clients.

In 2019, giveaways were a surefire way to help increase followers and awareness among niche audiences, especially when collaborating with multiple brands.  If you strictly want eyeballs on your packaging and/or some usage cases, then side by side collaborations with likeminded brands remain a smart, and low-cost play.  The rub though with some of these collaborations is that users will often only follow the brands involved in order to receive a prize, rather than turn into a true fan of the product. This leads to a drop in followers after the giveaway has closed.

I would argue that this is ok and a byproduct of the strategy, as long as you got views on your solid content showcasing your product. BONUS: you picked a winner that is likely someone from your core target demo and you got the product into their home. If the product is good, repeat trial is likely. Also, all of the losers give your social media manager some targets to strike up a dialogue with and see if he/she can convert them with community management and/or surprise and delight tactics, such as delivery of coupons/discount codes, etc.

In 2020, take your giveaway strategy a bit deeper, by running some self underwritten promotions with larger prizes AND even include a CTA to one of your primary sales channels. To that end, recently, one of our clients, Energice, a line of vitamin-infused frozen hydration pops, held a giveaway where the prompt was to follow the Energice account for a chance to win a “40 Energice variety pack” and a $50 Dick’s Sporting Goods gift card.

Screen Shot 2019-12-06 at 2.34.20 PM

Energice is an attractive product for professional athletes and active individuals in general. Their pops have an isotonic formula of electrolytes, B vitamins, and potassium for peak performance. Energice is sold through their website, Amazon, and at Dick’s Sporting Goods.

Screen Shot 2019-12-06 at 2.34.06 PM

The Dick’s Sporting Goods $50 gift card was the ideal add on prize for this giveaway, considering it is:

1. The retailer at which the product is sold, and we created awareness around the partnership.

2. A relationship we really want to protect and grow.

2. Where Energice’s core target audience loves to shop and gives them a prize they can cash in on, above and beyond our client’s product.

All of the above made the giveaway extremely attractive to the exact target audience they wanted to speak with.

Rather than boosting this giveaway through The Facebook Ads Manager which we traditionally use, we boosted it through the Instagram App which has the button “View Profile”, making it even easier for Instagram users to find the Energice page. It also helps pad vanity metrics a bit, in the feed which helps incentivize others to join in.

Screen Shot 2019-12-06 at 2.38.03 PM

The results of this giveaway were favorable for the brand. First off, Energice received 400 new followers (not my most important KPI, but one the brand cares about nonetheless), and we only targeted new eyeballs, which means these are new prospects for the brand.  While they clearly didn’t follow the full instructions (the first ask was to LIKE the post and only 95 people did) it still earned a nice amount of impressions and significant comments. It also was a great advertisement for our shelf space at Dick’s and is a solid show of partnership for their salespeople to share with the buyer.

In 2020 it is important to get a little more creative with these exposure hacks, especially as Facebook and Instagram Ads will start to increase in price as the Presidential election draws near. Id recommend everybody consider, multi-brand, dual-brand, self-run, influencer supported and some retailer focused collaborations in the first quarter. Get out there and make it happen!

 

Add a comment

Tags: , , , , ,