Highest Engagement Rates in Two Industries
Clients: four CPG brands
Needs: engagement with consumers.
STRATEGY AND ACTIVITIES
In running marketing campaigns, we pay attention to...
brand character – values, products, packaging, ingredients, look & feel
visuals and text – we create and rigorously test different visuals and text
audiences – their interests, demographics, and purchase behaviors
data – what works and what doesn't.
We bring our clients industry-leading engagement rates, yet we don't explicitly chase engagement. We focus on the character of the brand, pay attention to the data, and use social marketing for feedback and research. It's the feedback and research that comes around to bringing very high engagement rates.
Consistent high-performing engagement for four CPG brands in two industries. These charts show likes per post on Facebook, adjusted to 100k followers...
Natural Body Care: US National Brands - 2016 Q34
Natural Body Care: US National Brands - 2017 1Q
Our natural body care clients have 42,000 followers, yet we get them the same absolute engagement as an average competing brand with 160,000 followers. This is without gimmicks – focussing on the brands and products.
Hot Sauce: National and Regional Brands
People like their body care products, but they're passionate about hot sauces – engagement rates are several times higher! There are many more brands of hot sauces, many with regional distribution – ours is in the Midwest – so we haven't done as thorough a job of checking the competition for hot sauce. We have included other prominent Midwestern brands. You can see from the chart that once again we're doing very well for our client.
We're careful about bringing qualified followers in the first place (how we bring top-notch followers), we focus on brands and products, and we rigorously test all marketing materials for high-quality responses. A brand can have a lot of followers, but if they aren't engaging them, those followers are wasted. High engagement rates means our clients make better use of their followers – nearly 4x better – than their competitors do.
Here are number of followers and follower growth. It's impossible to measure quality – these are just numbers! But they do indicate which brands recognize the value of social and are wiling to pay.
# Followers Facebook (Mar 2017)
# Followers Instagram (Mar 2017)
We measure engagement on Facebook. Why not on Instagram? Instagram is great, but a lot of likes and comments on Insta are based on #hashtags. People, brands, and influencers-on-the-make surf and use bots to engage and attract followers based simply on the hashtags in the posts. For the foreseeable future, Facebook is a far better measure of engagement with followers and prospective customers.
Why we depend on Facebook for research.
We measure engagement for social media. Why not for display advertising? Display ads (aka "digital", even though everything is digital) are useful for volume advertising. But you don't get nearly the feedback – no range of reactions, no comments, no degrees of click such as enlarge image or read more on the fly. And in any case, competitors' data is known only to them – we have no access to their numbers nor they to ours. Social engagement is public, so everyone can measure each other and the methodology is transparent.
We can bring you industry-leading engagement too
Let us know what you need. Let's talk!