How to Create Successful Social Media Campaigns
There is a constant tug of war between brands and their audience. Where brands struggle to reach audience through new channels, audience tend to skip them. 65% of visitors tend to skip online video ads. This struggle is real.
So how will the brands get past the minds, sight and devices of audiences?
Step 1: Know Your audience
Social media can be a ground to understand the choices and preferences of your target audience. Through social media platforms brands can narrow down on a significant dimensions based on overall audience preferences, such as what interests them, where they spend most time of the day, which news page, social media channels, blogs they follow and so on.
An average person spends 3 hours a day on social media. While they are glued to their devices give them a reason to look for your brand by creating an engaging content. They will find your content appealing if it revolves around their world. Tell them something they don’t know. For instance Huda Beauty is a brand for cosmetic. The owner Huda Kattan endorses her products while shares interesting write ups that might interest her audiences like skin care routine, the must have products under $10, she also opens up about female issues and how to resolve them.
Step 2: Make it interactive
A marketing campaign is successful when there is a reaction from those whom it was meant for. The reaction could be positive or negative but it shows that your audience is listening. Make your social media posts interactive. Ask questions to the audience and take their feedback. Stories, live sessions, polls, challenges, AR filters are some of the features.
A lot of audience look for solutions to their problems on social media. Connect with influencers for sponsored ads, go for paid advertisements or share customer testimonials. Influencers, celebrity endorsements, family, friends form a tight knit for your audience on social media that makes it more reliable than the ads seen on TV. According to GlobalWebIndex, 2018, 54% of the social media browsers use social media to research products. Narrow down the target audience who are facing a problem that your brand can resolve.
Step 3: Be Current
The recent trend seen is, instead of knowing the news updates first hand through news channel we know it through the social media content uploaded by brands. A strategy that AMUL had adapted years back. This gives an opportunity to showcase that audience and brand are sharing the same thought. It helps the brand to connect with their audience on personal level and thus more likely to keep your audience engaged.
Step 4: Measure
Each campaign results need to measured and analysed. Social media campaigns are important through two aspects one is the image of the brand and second is sales.
Myntra logo received a negative publicity on their logo when a complaint was filed against them. The lawsuit went viral on social media where a lot of supporters turned up for and against the lawsuit. Myntra launched a campaign explaining their logo and the new logo. The campaign became widespread, since the brand was able to uplift itself based on the impact it had received from its lawsuit. Though the campaign was about ideology and justifying the brands value, the brand was able reach a wide audience.
Campaign analysis needs comprehensive understanding of reach, referrals, reactions, increase in followers and CTR. A feedback from previous campaign paves a way for your next campaign.
That being said there can never be sure shot steps to a successful marketing campaign. Every brand deserves to have a different strategy. So don’t be afraid to try something new.
