Using an inside-out strategy to tell a brand story in a fresh new way has been the hallmark of recent video influencer campaigns produced by Inside Media Partners, Lumanu and Versant. Consider the results of one 2017 Facebook campaign:
Video View Rate of 42%
CPM of $4.03
CPE of $0.13
Increase in Facebook followers of 55%
Here’s what we’ve learned while using social video and Facebook to build brand awareness and social media engagement for retail, nonprofit and healthcare clients.
Tell your brand story in a powerful way through internal influencers -- branding from the inside out
With Facebook, you are more likely to get better results the more your creative resonates with your target audience. That’s why internal brand ambassadors – including employees, faculty or board members -- who have an interesting, genuine message to share can drive big results. Internal teams, providing a behind-the-scenes glimpse of what makes your brand unique, is a proven way to connect with existing followers and grow your follower base. This strategy also gives ALL your employees a new way to engage with and support the brand.
Produce high levels of engagement with authentic, relatable video content
Now, more than ever, Facebook values and gives preference to quality content that sparks conversations between users. With the latest algorithm changes, users will be more likely to see Facebook posts if friends and family are commenting on it. In our work, we strive for content that has an unexpected element, includes a personal component and, where possible, connects with an online niche.
And, video usage continues to rise. According to a 2018 Hubspot report:
81% of businesses use video as a marketing tool -- up from 63%, the number reported in our 2017 survey.
99% of those who already do use video, say they'll continue to do so in 2018.
65% of those who don't currently use video, say they plan to start in 2018.
The best performing videos are short (one minute or less), simple (one key message) and capture viewers’ attention in the first three seconds.
To be successful in this space, publish less, but more meaningful content and capitalize on the engagement power of video.
Get greater impact from a campaign – rather than individual posts
If you are planning your social media strategy and posts for 2018, consider using your budget to build a campaign with a central theme rather than creating one-off posts. There are several benefits when your posts work together:
If you are using video, you may have the opportunity to shoot and edit the videos at one time, thereby ensuring a consistent look and continuity in brand messaging. This way, your viewers will begin to identify your posts with your organization before seeing a brand logo.
As the campaign progresses and engaged custom audiences became more defined, the lookalike audiences become increasingly relevant. This leads to low CPM and CPEs.
You will have the chance to boost only the best performing content, thereby maximizing reach, engagement and campaign efficiency.
Build and activate an influencer community to build social proof
One proven strategy when building an influencer campaign, is to create and activate your own influencer community, either internal or external. With a recent healthcare client, all employees, faculty and students received a communication asking them to “opt in” to the campaign by completing a digital form.
Once employees join the campaign, they are notified through Facebook Messenger when there is new content ready to share. With Messenger, the users could share content with two smart phone clicks. The internal community helped drive early organic engagement and a high Facebook relevance score.
Social proof in the form of likes, comments, shares are important for the audience as well as internal Facebook algorithms (organic and paid). Leverage your built in community to provide this social proof.
Drive traffic with strategic paid support
The days of organic reach appear to be over. Paid support may be the only reliable way to drive traffic off of Facebook. In addition to producing content that is relevant to your audience, here is a distribution roadmap:
After posting, allow 24 to 36 hours for organic micro-influencer engagement (likes, comments, shares)
Create a custom audience from those who engaged with the video content
Create a lookalike audience from the engaged custom audience
Boost to lookalike audience to identify and reach a wider engaged audience and achieve the lowest CPM and CPE
Continue to boost only the best performing content
Bonus tip: If you have relevant influencers in your community, test amplifying content through their accounts as well as your corporate account to understand which approach drives better results.
The approach that has worked for the Smart Influencer Campaign is to assemble a team with deep expertise in the various campaign components – creative, creative production, project management and social media distribution. Our clients have inhouse social media teams, but were looking for an outsourced resource to execute a turnkey campaign.
To learn more contact Lisa@InsideMediaPartners.com