Data says… You’re missing the basics | Social Media Secrets revealed by Analytics.
Originally posted on Inclick Track Blog.
So, a few days back I decided that I’ll be writing about the secrets of Social Media that I’ve learnt over time. I posted a status on my LinkedIn and Facebook to take suggestions about what I should be writing in my first post. My post didn’t have a lot of engagement but I still managed to get a few suggestions. So, here I am with my first post in the series that I’ll be calling “Data says…”. I’ll be using examples from the industry and showing you crazy insights and my posts will contain tips for small businesses and startups.
I strongly believe that Social Media Advertising is 40% Art and 59% Science; the remaining 1% is mere luck. My series will be focused on Social Media from a Data Geek’s point of view but I’ll try to keep it simple and crisp so every marketer can understand it. After all, Our mission, at Inclick, is to make things simple for marketers and that’s we do everyday.
Content is the king.
You must have heard this one before. Well, follow it strictly then. Radio without music is what your page without content is. Everyone on Social Media is chilled out, even your maths teacher. They expect a smile from, not a commercial break. What’s the difference between Television and Social Media? Television is one-way, your customers can’t speak back but Social Media is two-way; it’s interactive. Your customers can (and they will) speak back. Simple question: Do you add “Friends” on Facebook or “Customers”? You add friends and that’s what Social Media is for. Don’t use it like TV, create something funny and relatable. Your customers will definitely engage with it. Here’s an example from the E-Commerce Industry. I compared the most engaging posts from 4 brands, Amazon India, Flipkart, Jabong, Snapdeal for the last 7 days on Instagram.
On the left side of the image are the least engaging posts by these 4 brands, and on the right are the most engaging posts from the same brand in a 7 days period. Clearly, all the 4 posts that are least performing are promoting or selling something. Whereas, images on the right have something that is either witty or something that users look forward to. Interesting thing to note here is that the most engaging post in the above image is from Jabong with 50k+ engagement points, even though it has the lowest number of followers compared to other 3 brands. The post is a contest with a giveaway attracting so many comments and likes. Let’s dig deeper into Jabong’s post and view it’s analytics.
Average Engagement Score on Jabong’s Posts are 4.7k while this post has a Engagement Score above 50K which is 10x higher.
Don’t post blindly.
Social Media is free, but it’s not Whatsapp. You should be very selective and careful about what you post. Create less content, but make sure quality wise it’s top notch (More on how to easily create engaging content in the next article). Nobody will ever remember you for the number of posts you create, but they might remember you for the content you post. Try to keep text low, about 20–30% is fine in image posts. Stats show images with lower text have higher engagement because brain processes images much faster than text. But, if you can pull out something very witty and creative in very few words, you should definitely write something.
Tip for small businesses: Don’t focus on just creating and publishing posts, create a post and stick to it. Invest a little amount of money in that post and boost it. This drives more engagement than posting content blindly without understanding and doesn’t even affect your Social Media budget much. Understand your competitor’s strategy. See where they are spending money and try to improve it for your own brand. It is not necessary what’s working for them will work for you also, but it might give you a fair idea of how to begin. Compare the following graphs from Micromax and Vivo.
Both Vivo and Micromax have over 5Mn Likes on their Facebook Page but see how their Talking About differs? (More on Talking About in the next article)
Likes on Micromax’s posts on an average are near 1000 whereas average likes on Vivo’s Posts are about 7500. That’s 7.5x higher.
That’s all for now! This is my first article in the series “Data Says…” and in the upcoming articles, I’ll be sharing more details and deeper insights. You can follow me on Twitter, Facebook, and LinkedIn and write to me about the things you want to know and I’ll definitely try to write about them. Do share your views here!