At it’s core, social media is all about eyeballs – and knowing what resonates with your audience.
Yes, it’s great to get comments and have witty banter among followers, fans and the like. But that can’t happen if you’re not getting those followers and fans to stop and actually LOOK at your content. Thankfully there is no shortage of analytics and analytics tools, so you can set out on a never-ending quest to out pace your previous weekly highs in reach or whatever category you deem important.
The past few months have been crazy here at Trajectory. TV shoots, photo shoots, big meetings and presentations abound. As we’ve been out and about, we started capturing our surroundings on Instagram (if you haven’t heard about it, here’s an excellent write up by our very own, Diana Liaw) and have been sharing these pics across all of our social channels. Low and behold, we found that our analytics started showing some real positive results. Reach across the page was at its highest point ever, people were talking about the pics, sharing and all around there was some “buzz” about the entire page.
The Instagram Ripple Effect
A further glance at the numbers revealed some pretty rock solid info that we could base our future content schedule around. As we diversified our content types to include the Instagram photos in addition to our everyday blog posts, articles and links, we saw that people were consuming the photo posts at more than a 2 to 1 clip. These posts gained attention to the entire page, which in turn put more eyeballs on the other posts and content, creating what we’ve billed the Instagram ripple effect. To test our hypothesis we gathered a bunch of behind the scenes photos and clips from a TV shoot and created a behind the scenes video. It was a cute little production, stringing all the images together and set to a snappy soundtrack. Sharing this video set our page on fire – it became the post with the most. The reach of this post was eclipsed our previous high by more than 200%. Had we found the holy grail of social media?
Social Media Revelation?
This is by no means a social media revelation. We’re obviously not the first to come to the conclusion that people like to look at pictures and watch video rather than read. And obviously every audience for every page is different and will, in turn, prefer different types of content. To us the biggest take away was that by diversifying our content, it led to shedding light on what the perfect mix of content is for our audience. A firm knowledge of what resonates with your audience will ultimately keep your followers engaged and possibly lead to more of them. And at the end of the day, each follower has eyeballs, and isn’t that what it’s all about?