Why You Should Care Who Your Instagram Audience Is

25601440Why You Should Care Who Your Instagram Audience Is

As marketers, we get excited about creative projects that let us play around and have fun in the space—but there are times where this creativity misses the mark because we don’t have all the facts. We don’t understand our audience well enough.

2018 Social Media Marketing Planning Guide

Until you have the data that helps you identify who your audience is and what they care about, your Instagram efforts will not be as effective as they could be. 

Your intuition about what resonates with your audience is a strength, but making decisions based on data will help you challenge assumptions and mark progress towards your larger goals.

If this hasn’t already convinced you to go after the data, here are three other reasons why you should care who your Instagram audience is:

1. It Will Help You Create a Uniform Content Strategy

Once you’ve determined who your audience is on Instagram, you have a foundation to expand and explore from with new content strategies, all the while working towards appropriate goals. 

Identifying the imagery or graphics that your audience persona engages with will capture their attention in an ever-more saturated space, and increase your brand performance. 

The Ban.do brand has a strong presence on Instagram. It’s playful and colorful. The brand recognition is high with their target audience.

Ban.do’s Instagram Profile

Consistency and uniformity targets Ban.do’s customers directly, and helps their key persona identify Ban.do content first in their feed, over possible competitors or distractions they follow.

When you identify your persona(s), you can ask internal questions like: 

  • Is your audience persona younger? Create content with animation and a more graphic feel.
  • Does your audience persona have a higher level of sophistication? Create content with a more professional feel and possibly focus only on photography.
With Simply Measured Listening, you can find out who your audience is, what the say about your brand or target topic, and where they live.

The more you know about your audience, the better you and your design team can build creative and reach them. 

2. It Opens More Potential for Partnerships

Spoiler alert! With the tactics shared in our How to Reach Your Target Audience on Instagram webinar, you’ll be able to uncover possible partnerships with other brands.

These partnerships not only help increase reach and brand awareness, but can also help get you to your audience and engagement goals on Instagram.

With Simply Measured Social Analytics, you can easily set and track progress towards goals.

Recently, Pressed Juicery and Pop and Suki leveraged their overlapping audiences for an Instagram giveaway—one that could be the first introduction for either brand to the other brand’s audience. 

3. It Helps You Target Ads Effectively

Once you understand who your target audience and lookalike audiences are, use Instagram Ads to double down on your potential customers.

Your ads will also help you modify your audiences as you learn which lookalikes are engaging with your brand more than others. When you identify your audience persona, you can also go beyond advertising and craft messages or campaigns that relate to personal interests and demographics.

Want to learn more about identifying your Instagram persona(s)? Join Lucy Hitz and me on Valentine’s Day this Wednesday, February 14th, for our webinar covering tactics for reaching your target audience on Instagram!

The post Why You Should Care Who Your Instagram Audience Is appeared first on Simply Measured.

Trump administration drafts new regulations to punish legal immigrants for taking care of their kids

The Trump administration is combining their hatred of immigrants—even the ones here legally—and of poor people in a new draft regulation obtained by Vox’s Dara Lind. The new regulations would keep legal immigrants from extending their stays, achieving permanent residence and presumably citizenship, and settling in the U.S. if they obtain any of a slew of federal, state, or local social services to which they are legally eligible. That includes if they obtain services like Head Start and CHIP for U.S.-born, citizen children.

The rule can’t make it illegal for these immigrants to obtain the services—that would require legislation—but it would give the government the power to deny their applications “for a new type of visa, or a green card, if they’d used those services.” That even includes Obamacare subsidies, which are available to solidly middle-class families—a family of four can make up to $97,200 and still qualify for the insurance subsidy. But that could put them in the category of a “public charge,” someone using government assistance.

Right now, the government can only consider use of cash benefits, like Temporary Assistance for Needy Families, in “public charge” determinations. The Trump administration wants to give officials the power to look at use of other benefits as well, including:

some “educational benefits,” including use of Head Start for children
Children’s Health Insurance Program (CHIP)
use of any subsidies, or purchase of subsidized insurance, under the Affordable Care Act
food stamps
Women, Infants, and Children (WIC) assistance
Housing benefits, like Section 8
Low-Income Home Energy Assistance Program (LIHEAP)
transit vouchers

Using any of these for more than six months in the last two years (before applying for a different visa or a green card) would be considered a “heavily weighted” strike against the immigrant. (That strike could be canceled out if an immigrant was making more than 250 percent of the federal poverty level when applying for the new visa or green card—which, for a family of 4 in 2017, was $60,750.)

This is—again—punishing people who come here legally, though it isn’t apparently going to be retroactive. However, legal immigrants—other than refugees and asylees—here now who might use any of these programs after the regulations go into effect could lose the opportunity to stay here permanently.

What a welcome to America, huh?

Which Brand Wins in the Indian Personal Care Industry?

What does it take to generate huge amounts of engagement on social media in the personal care industry? Join me as I take a look and dissect the social strategy of one highly performing brand in the industry.

The Indian social profiles of the following 19 personal care brands were analyzed:

Avon, Benefit Cosmetics, Clinique, Dove, Durex, Forest Essentials, Gillette, Johnson’s Baby, L’Oreal, Neutrogena, Nivea, Olay, Oriflame, Pantene, Ponds, Revlon, Sephora, The Body Shop, Wella.

Does My Audience Look Big in This?

Let’s begin with the basics. Often dismissed as a vanity metric and the proverbial “mine is bigger than yours” argument, I do believe that audience size has a place in social analytics.

The free lunch for brands is mostly over and now social is an essential paid media channel, just like TV and print. The beauty, of course, is that unlike traditional mass media, social is far more trackable and you get immediate feedback on your campaigns.

Having a bigger audience to advertise to becomes essential. Sure, there are targeting options to let you reach who you think might be interested in your product, but nothing beats an audience that has taken the time to say “Yes, I like your product”. Therefore, the larger you build your audience size, the more effective your marketing might be.

personal care brands in india social media

The first thing that stands out to me here is just how dominant Facebook is for personal care brands in India. It’s like the other social networks don’t exist. A staggering 96% of the total personal care audience size on social media is on Facebook.

Here we can see that Gillette has taken audience building to heart and gained itself over 3 million fans – the largest of any personal care brand in India. The Body Shop has been building its audience on Instagram with over 200,000 followers and L’Oreal currently has the largest following on Twitter with 86,000 followers.

Make My Growth Go Boom

Right now, the growth is all about Instagram. Forget Twitter, unless you’re Durex with a 10% growth rate on that social network. Brands are having a tough time growing their audience on Facebook, five of the brands even lost fans in the period we analyzed.

personal care brands in india social media growth

It’s not a huge surprise that Instagram is posting 50-100% growth rates for some brands. When Wella doubled is follower size, we need to take into account that it started with just 2,050 followers and doubled it to 4,100.

Nivea and Johnson’s Baby all had similar followings, which is why they were able to post such impressive growth. When The Body Shop is streets ahead with over 200,000 followers on Instagram, these other personal care brands have got a lot of catching up to do.

Look Who’s Talking

Looking at the amount of content being published by a brand provides an insight into how serious social is as part of the larger marketing strategy. In the case of personal care brands in India, five brands account for 66% of the content that is published.

Some brands, like Olay, Dove, Gillette and Neutrogena look like they have given up on social. They’ve published so little you wonder if it was worth the effort. Or, and social media agencies take note, it might be the case that they haven’t found the right social partner.

personal care brands in india social media content

Looking at this chart, it’s hardly a surprise that Gillette, Neutrogena, Dove and Olay saw little or even negative growth on the social channels. Their audience has got nothing to engage with and share! It is possible that these brands opted to only publish ‘dark posts’ – posts that don’t appear on the page, but are inserted directly into the newsfeed of their targeted audience. However, since there’s no audience growth for these brands, it seems unlikely.

On the other hand, The Body Shop, Avon and Oriflame were taking their social media duties very seriously, publishing almost equal amounts across Facebook, Twitter and Instagram. Benefit Cosmetics appears to have seen the benefit of focusing almost entirely on Instagram as 96% of its content was published there.

Getting Engaged

Publishing plenty of content is great, but only if your audience is engaging with you. Otherwise you run the risk of being yet another content polluting brand.

As we saw earlier, most brands have really focused on Facebook in terms of building an audience. This is great as it’s the biggest social network out there, but when ZuckerbergZuckerburg makes it harder and harder for these brands to reach their audience by reducing organic reach, a paid strategy is the only way forward.

Oh, and if you’re thinking that Twitter is a great platform to reach your audience, think again. Just 0.6% of all user interactions happen on this social network.

personal care brands in india social media engagement

Dove, Neutrogena, Olay and Gillette either didn’t publish any content or published one or two posts in the period analyzed, so it’s not surprising that we don’t see much engagement here. What is surprising is to see a brand like Pantene, which published 34 pieces of content across the social networks, get almost no interaction on its content.

Let’s be clear, if youryou’re social media strategy calls for you to publish content on Facebook, make sure you have a budget to go with it, otherwise you’re going to end up like all the brands to the right of Forest Essentials in the chart above.

One brand that caught my eye is Durex. They published just six pieces of content in the time period analyzed, yet they generated the fourth highest engagement on Facebook. What did they do?

Oh yes, that’s clever. This boosted post was the most commented post out of all the personal care brands. What about the most Liked post? Well that came courtesy of Durex as well with this boosted post.

It just goes to show that it’s not about size of audience or quantity of content, it’s how you use it that counts. And Durex certainly seems to know how to make its brand’s positioning and messaging resonate with its audience.

Just for completeness, the most shared piece of Facebook came from Oriflame. Generating a staggering 12,000 shares, this boosted post featuring Kalki Koechlin went straight for the heart and found its target.

Show Me The Money

We’ve seen that if you’re not boosting your content on Facebook, you may as well not publish anything – it’ll have about the same reach and impact!

The chart below breaks down how many posts were organic and promoted. It’s not a surprise to see that Avon and The Body Shop promoted more posts on Facebook than the other brands. As we saw earlier they had one of the highest levels of user interactions which is often the result of paid promotion. A few brands like Dove, Durex and Ponds published very little content but boosted nearly every one of their posts.

personal care brands in india promoted facebook posts

I was curious as to how Clinique got more than double the number of user interactions on its Facebook posts compared to the other brands. They are only promoting 28% of their posts, so are the interactions coming from their organic or promoted content?

This chart below sheds some light on to the question. Clinique received 94% of its engagement on its promoted posts. Organic content contributed just 6% towards its 1.2 million user interactions.

personal care brands in india social media interactions

Durex, which generated 360,000 user interactions on its six Facebook posts, generated 98% of that engagement on its four promoted posts. The two organic posts contributed just 2% of the total user interactions Durex received in the time period analyzed.

Pulling Back the Curtain on Clinique’s Social Strategy

So what are is Clinique doing on social media that is so successful? They have one of the smallest audience sizes on Facebook, but their fan base is growing rapidly. They post an average amount of content, of which 28% is boosted. And yet, they are dominating the personal care industry with their interactions. Let’s dive in.

From the NLP-powered word cloud, I can see that Clinique focuses a huge amount of their time talking about skin care in combination with their brand name. The larger the text, the more often it is used. However, the darker the text colour, the more engagement the brand received on content with that text.

The stand-out words here are Diwali, stocks and offer. Did they run a special Diwali based offer that fans went crazy for? Let’s find out.

Using the individual brand post search function on Analyze, I searched for all mentions of Diwali in Clinique’s content. This gave me seven posts with over 272,000 interactions.

clinique diwali campaign

That’s quite a lot, but only about 20% of the 1.2 million interactions. The brand must be getting a large number of interactions on other types of content. Let’s take a look at skincare.

clinique skincare social media content

I think we’ve struck gold! 52 posts – about half the total posts by Clinique – mention skincare. This has brought in over 513,000 interactions, which is 42% of the total. Just out of curiosity, I also see lips and lipstick feature heavily in the word cloud above, so let’s try a Boolean search of: lipstick OR lips.
clinique lipstick social media content

28 posts about lipstick or lips and that has generated 413,000 interactions for the brand – a third of the total that it received in the time period analyzed.

So in a few searches, I think we’ve cracked Clinique’s successful social media strategy. Focus on skincare and the sub-categories of that, talk a lot about lipstick and top it off by talking about big events and festivals like Diwali.

And it Doesn’t Stop There

These are just a few personal care social media insights that we found in a couple of hours of going through a few brands. By starting with a comparison, looking for outliers and high performing brands, we found Clinique as being a stand-out. A few more clicks through its social content and we’ve effectively distilled its social media strategy on Facebook.

If you want to dissect what Clinique is doing on other social networks, or even do your own deep dive on one of these personal care brands, sign up for a demo today and talk to us about your competitive intelligence and social analytics requirements.

The post Which Brand Wins in the Indian Personal Care Industry? appeared first on Unmetric Social Media Analytics Blog.

Staying Creative in the Home Care Industry

A large part of social media is about creating and publishing good content. The creative juices get flowing when you think of quirky brands like Skittles or even adventurous brands like Mountain Dew. But what exactly can you think about when it comes to floor cleaners and a myriad of other detergents? Apparently a lot. Social media marketers of the following brands seem to be experts in coming up with smart content in the home care industry.

In this study, we looked at Bounty, Dawn, Lysol, Windex, Scrubbing Bubbles, Airwick, Febreze, Glade, Downy, Tide, Ziploc and The Honest Company during the period of January 01 – June 30, 2017.

Unmetric Analyze allows you to research and identify brands with the most engaging posts, either in a specific industry or in a select group of brands. Here are a few of the top performing content pieces from the above set of brands.

1. Febreze

Just look how adorable that puppy is! No wonder the video has over 24 million views. This also proves that engaging content doesn’t need to be long or complex. It needs to have personality and be relatable.

2. Ziploc

The brand had multiple posts that were creative project suggestions. DIY posts seem to be working well for CPG brands. The inclusion of a video element has only added to the engagement.

3. The Honest Company

8 such one-liners from The Honest Company’s Instagram page made it to the top 10 best posts in the group. Content like this involves minimal production effort but brings in maximum engagement.

Guilty. 🙈

A post shared by The Honest Company (@honest) on Mar 19, 2017 at 5:52pm PDT

4. Tide

In addition to their “Loads of Hope” campaign, the brand engaged with their audience using interactive content.

5. Windex

The brand took a usability oriented approach and showcased the product in action. My favorite part is how the brand took the time out to reply to so many people that commented on the post and build a connection with them.

The home care industry had a lot more highly engaging content and interesting campaigns. However, how do you create such well performing content?

We found that “Laundry” and “Clean” were two of the most used topics. Leveraging what has worked in your industry in the past will inform your future strategy.

Creating good content stems from an understanding of your own brand and your audience. For brands that have been in existence for a lot longer than social media, the medium is an opportunity to really change brand image or to simply reinforce your brand’s positioning.

Interested in learning more about the home care industry? We’ll show you how to do that in a few easy steps. Request a demo and we’ll get in touch.

LEARN MORE ABOUT THE CPG INDUSTRY

The post Staying Creative in the Home Care Industry appeared first on Unmetric Social Media Analytics Blog.

11 Insights on Personal Care Brands’ Social Media Strategy

Every industry has different priorities on social media. For personal care brands, community building is crucial. The interactive nature of social media serves this need better than conventional media. However, personal care brands need a solid social media strategy to achieve this goal. In this article, we evaluate how successful top personal care brands in North America were in this regard.

The brands analyzed here include Always, Angel Soft, Charmin, Cottonelle, Dial, Dollar Shave Club, Gillette, Harry’s, Huggies, Kleenex, Kotex, Method, Softsoap and The Honest Company.

Time period: 1st January – 31st May 2017

Facebook

Even with the newer networks like Snapchat and Instagram gaining popularity, Facebook is still crucial for brands. Find out how well these personal care brands engaged their audience on Facebook and explore possible reasons why they did so well.

Engagement

Take a look at the average number of likes, comments and shares each brand received per post:

Average likes, comments and shares received by CPG brands

Angel Soft takes the lead in average engagement. However, if you were to consider total engagement, Kleenex comes out on top. This is because of the difference in posting frequency.

Volume of Posts

The brands studied here typically posted around 60 times in the period studied. The Honest Company posted the most (180), followed by The Dollar Shave Club (159). Angel Soft (6) and Softsoap (2) had a very low post count.

Number of posts published by each CPG brand

(It’s possible that Angel Soft and Softsoap publish ‘dark posts’ via the Facebook ads platform which inserts their content into users’ timelines but doesn’t show up on the brand’s Facebook page).

Such a large gulf in posting frequency makes it difficult to base engagement on average interactions alone (the larger the denominator, the smaller the fraction). Kleenex however, stands ahead of the pack by securing great engagement without posting too much.

Promotion

With the decline in organic reach, brands have to bank on promoted content to ensure that their posts get to their target audience. The chart below shows the degree to which each brand promoted their content:

Number of organic and promoted posts by each CPG brand

The brands studied here were likely to promote around 30% of all their content. Some brands like Charmin, Always, Softsoap and Gillette banked solely on organic content. Others like Method (85%) promoted a sizeable chunk of all their posts.

Consider how the promotion strategy of these brands translated to engagement:

Rise in engagement offset by percentage promotion

Kleenex has benefitted the most from boosting their content. The small percentage of content they’ve promoted has yielded them great returns.

Reach and Impressions

A clear implication of promoted content is a boost in reach. Xia, our AI can estimate the reach and impressions brands receive at page and post level. Observe the dividend in terms of reach and impressions these brands were able to gain:

Overall estimated reach and impressions for each brand

By designing an efficient promotion strategy, Kleenex manages to get the most eyeballs on Facebook.

Yet, it is not enough that every brand arrives at an estimate of the optimum percentage of content that has to be boosted. It is imperative that they decide which posts to promote.

To understand more about how promotion figures in their social media strategy, let us take a look at the top posts.

Top Content

The following posts by Kleenex clinched the highest number of Reactions and Shares among all the brands compared:

These videos are part of a larger campaign run by the brand ‘#ShareKleenexCare’. As part of this, the brand ran features of random acts of caring that make a difference. Rather than talking about their product, these videos address the theme of caring. By doing so, they build a strong association with their brand and the act of caring.

Story-telling as a strategy is crucial to social media success. The use of video content facilitates this. Over 80% of the posts that were published as part of this campaign during this time period were videos. This allows the brand to capture the attention of their audience.

However, great story-telling and visuals can fail to meet their objectives if it does not reach a wide audience. In order to ensure that their content gets a good reach, Kleenex promoted over 50% of all their posts around the #ShareKleenexCare campaign.

If you were to take a look at all the posts that were promoted by Kleenex, you’d see that more than half are videos that are part of this campaign. Other than that, the brand also boosted links to purchase pages and a video that showcased their new tissue box designs.

Check out the split of content types and the degree to which Kleenex promoted each type:

Volume of Kleenex's posts and engagement per content type

Video content is central to their content strategy. A key edge they have over their competitors is the success of their video content. Take a look at the views clinched by each brand’s videos:
Number of views received by each brand on Facebook

As you can see, Kleenex outperforms the others in terms of video views. Quite like their promotion strategy, the brand banks on quality of content to get the most out of a handful of excellent content.

Takeaways

  1. Infuse the power of story-telling to create content that resonates
  2. Consider past data and industry trends to arrive at an optimum posting frequency
  3. Similarly, take data-backed decisions on content promotion
  4. Identify the content types that your audience is most attentive to

Twitter

The way personal care brands use Twitter differs significantly from how they use Facebook. For one, they post a lot more on Twitter. While on average, each brand published 55 posts on Facebook, they’d tweet 144 times. However, brands receive better engagement on Facebook compared to Twitter. On Facebook brands typically got around 1,200 interactions. On Twitter, this was a meager 25.

Due to the chronological nature (as opposed to the Facebook NewsFeed algorithm for instance) of Twitter, tweets can have a lifespan of minutes before they are buried.

On the other hand, Twitter is a great platform for brands to address their customers’ questions and concerns, respond to feedback etc. Let’s take a closer look:

Customer Service

Diligent responses to customer complaints and queries make a brand look good on social media. It is not enough that brands respond to most of the user tweets that they get, but they have to do it as fast as possible too. In the following chart, you can see where each brand stands in terms of reply time and response rate.

Average Reply Time and Response Rate

Harry’s had the highest response rate by replying to over 40% of all the mentions they received. Charmin had the best average reply time. They were likely to respond to a tweet in 1 hour 40 minutes.

If you look at the chart below, you will see that Charmin, U by Kotex and Huggies serviced most of their user tweets within 15 minutes. Most other brands would get back to a tweet in less than a day.
Time taken by each brand to reply to user tweets

What brands respond with is equally important as a quick response time. Apart from plain text replies, the brands studied here were most likely to ask users to view a link. This can lead them to a page on their website which contains more information about a particular product or to one where they can purchase a product, register a complaint etc.

What brands are most likely to reply with

Twitter is not just a medium where brands can deal with customer complaints and questions. Brands have to formulate a solid content strategy that suits the nature of this platform.

Content Strategy

Apart from the differences in posting frequency and average interactions, one major difference is the split of various content types used. From the chart below, it is evident that tweets that contain plain text with or without a link are the most used.

Volume and engagement received by photos, videos, text/links and GIFs

This is in stark contrast to the composition of Facebook posts.

Volume of posts and engagement per content type

However, video content brings in the best engagement on both platforms. Let us take a look at the most engaging tweets from the period studied here:

This GIF by Charmin clinched the most number of likes and retweets. A key reason why this performed so well was because it was a Twitter ad. This implies that it had a greater reach due to a paid push, and thereby, better engagement.

Gillette received the most number of replies on a single tweet by joining in on the conversation around Superbowl 2017. Adding a contest twist to their tweet, they gave their audience an incentive to interact with their content.

Another way brands can bring in more engagement is by tapping into influencers and celebrities. Huggies did just that by roping in Michael Phelps to promote their disposable swimpants, Little Swimmers.

Here’s a quick snapshot of the engagement that these brands received on Twitter:

Likes, replies and retweets received by each CPG brand on Twitter

Charmin topped the charts in total likes received, while Gillette amassed the most replies and The Honest Company the most shares. Gillette’s high reply count is on account of the contest they ran coupled with the large number of tweets they published. Similarly, Charmin was able to notch up 2,135 retweets even though they only had a fifth of The Honest Company’s tweet count. Charmin owes 60% of all these retweets to ads they ran on Twitter.

Takeaways

  1. How people perceive your brand depends on your interactions with them. Respond promptly and precisely.
  2. Use Twitter ads to get your audience’s attention about new products, exciting offers or to spark conversations around a new ad that you’ve put a lot of effort into.
  3. Analyze content types and topics that interest your audience and strive to provide a value-add with every piece of content.

Instagram

Instagram offers brands the capability to visually communicate their brand personality. By using images and videos, they can communicate who they are as a brand and speak to their target audience.

A good example of this is The Honest Company. It is the most engaging brand of the ones studied in this report on Instagram.

Likes and Comments received by each brand

How does The Honest Company win engagement on Instagram?

The Honest Company has a tendency to publish a lot of content on all social media networks. While this did not really translate into engagement on other platforms, it seems to have paid off on Instagram. However, it is not just about quantity as much as how relevant their content is to their audience.

Let us take a look at their most engaging posts:

Balance is our friend.

A post shared by The Honest Company (@honest) on May 24, 2017 at 5:07pm PDT

The Honest Company’s success on the platform is largely because they understand their audience. They have anchored their content around honest moments like this, which speak to their target audience. This is apparent if you look at their top performing hashtags, most of which center around the theme of honesty.

The Honest Company's most popular hashtags

Most of these posts carry a quote that addresses parenting worries and dilemmas. This way, they win points by being sympathetic to their audience.

Types of Posts

Only a tiny fraction of the posts published by the personal care brands analyzed here were videos (13%). These contributed to barely 5% of all the interactions registered.

The Honest Company published the most number of videos. These also had the highest volume of video views.
Number of video views received by each brand
In addition to getting the most views, these videos brought in on average 1,227 interactions. The average interactions received per video content in this group is barely over 600.

Influencers

A big reason why The Honest Company’s video content does so well is because of their tie-ups with influencers. These include, apart from popular social media personalities and celebrities, publishers who have a commendable following.

The Honest Company has leveraged the superfood obsession by getting a food blogger to create Buzzfeed-Tasty-like videos. The four videos that were published in association with Honey Suckle Catering generated close to 2,250 interactions each.

Community

Instagram introduced the algorithmic feed that many brands suspected to be the end of organic reach for brands on the platform. However, it is still important to grow your audience size on Instagram. If you create content that truly interests your audience and they interact with it, as we have seen with The Honest Company, the algorithm may work in your favor. Your brand will get good visibility in user feeds, leading to better engagement. You could almost call it a virtuous circle.

In this case, The Honest Company is getting good traction out of their audience size which is significantly larger than their competitors’, as you can see from the chart below:

The number of followers and growth rate for each CPG brand

Takeaways

  1. Tailor your content according to the nature of the platform. Look at topics and formats that are popular and infuse them into your content.
  2. Similarly, know your audience and the kind of content they engage with. Create content that is extremely relevant to them.
  3. Channel influencers who are experts in your industry or have a huge following among your target audience.
  4. Make an effort to build your community size by encouraging followers to engage with your content and follow you.

You can make the most out of your social presence by consulting data. Every decision, be it about the frequency of posting or what you should talk about, should be backed by data. This way you can eliminate the guesswork and streamline your social media strategy.

Unmetric provides brands and agencies AI-driven insights so that they can create compelling content.

The post 11 Insights on Personal Care Brands’ Social Media Strategy appeared first on Unmetric Social Media Analytics Blog.