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10 tips for more relevant social media campaigns

Around 38 million people in Germany are registered in social networks, and numbers are growing. Social media is no longer a “nice to have”, but should definitely be one of the firmly established communication channels of every company these days. However, a recent study* shows that - although more than 90 percent of companies draw attention to their offers or services via their website - only 30 percent of them use social media for this exact same purpose. Depending on the industry and the product offered, there may be industry-specific differences, but the lack of a good and stringent social media strategy is nevertheless widespread in many companies.

Therefore, we have put together our 10 pragmatic tips on how to best prepare for dealing with social media as a food & beverage brand.


1. Long-term content strategy

In order for companies to be successful online, they first of all need a common strategy for their content. It is necessary to think carefully about which goals are to be achieved with social media. Is it maximum reach, more attention, a well-maintained profile that is found and on which the products are well presented? Or should an already existing community be strengthened? If possible, the strategy should be planned over a period of one year and not vary greatly. Fine-tuning makes sense in order to pick up current trends and topics that are relevant at certain points in time. The company's values should also be firmly anchored in the content strategy so that the company always communicates stringently and the values and content can be memorized by the users.

2. Know the channels of your target group

Many companies make the mistake of not analyzing where their target group is present. As an example, to set impressions for future buyers Gen Z, companies should communicate via TikTok and Instagram instead of LinkedIn. If companies also pay attention to the language of the channel they are using, the chance of relevant reach is quite high. Every medium has its own culture, in which scene words have become established. Before companies communicate there themselves, it is advisable to listen, watch and learn to understand.

Formulating a brand´s message and mission in such a way that it does not change, but is understood on all channels, is one of the main tasks for companies in order to gain longterm results.

3. Create incentives to "follow"

Tthousands of new accounts are opened and filled with content in social networks every day. Companies need to find out how they can make people follow their company on social media - and not others! One aspect is that their own social media channel is seen as a digital business card alongside their website and can also be found via Google. The far more important aspect for companies is an efficient way of acquiring and retaining new customers.

Companies should therefore always answer the question, which added value users will get from their content. If real problems are solved and ideas for solutions are given, the company builds up an essential bond with the users and remains in their memory.

4. Create content that will be shared

Companies can receive exponential growth through social media when their content is shared. Besides infographics, funny caricatures (memes), the most shared content is the one that everyone understands and that happens in everyday life. To show attitude or to take a position can also make sense for companies in specific situations.

Quality is a also decisive factor for how campaigns are shared, but it is evaluated differently depending on the platform. Although YouTube's quality standards for video material are now comparable to those of TV, there are also platforms where authentic content generated on smartphones is very well received. An unedited image without filter on Instagram, for example, is very well received and offers a nice change besides the perfect, retouched ones (#NOFILTER). Also in Instagram Stories or on TikTok, the rule is: the more authentic, the better. The users demand real content, where sometimes something went wrong. In the end, it's people who create the company's content, not robots. This humanity makes brands likeable and is welcome by users - and then shared!

5. User-generated content

In our times, one-way communication no longer works. Rather, companies must be concerned to exchanging information with their target group, receiving feedback and much more. One way to do this is through user-generated content. This makes the content of users strategically relevant for companies and puts real solutions and user problems in the foreground. Networks like TikTok invite to any kind of participatory competition, especially nowadays. Users can easily and quickly create creative content. And companies have the advantage of not only entering into a dialogue with the younger generation, but also of binding them to themselves.

6. Speak the language of the channel

Each channel has its own language and the better companies speak it, the better the content will be received and "perform". Facebook, for example, is a platform where users read longer texts and watch three-minute videos. Instead, TikTok expects 15-30-second funny dynamic clips. On Youtube, users like to watch explanatory videos and interviews. On Instagram, they prefer to see an impression captured in short videos or pictures. If users open TikTok because they want to laugh, others open LinkedIn because they want to network. A company needs to know this and align its content accordingly in order to reach users on the respective social media channel. Because especially in the younger target group (Generation Z), the attention span is getting shorter and shorter, especially for content that is not relevant or not communicated in a suitable way.

7. Communicate exclusively

In today's world, everyone is courting our attention and consumers are bombarded with advertising. The attention span does not necessarily get longer in the digital world, as it provides us with new impressions faster and faster.

This makes it all the more important for companies to communicate with their target group in a separate area. This reduces distractions caused by advertising banners, recommended content and other sources of interference.

For example, it is a good idea to establish your own forum, to open a Facebook group or even get people into an app. Less distraction means more attention for the company. An undisturbed dialogue is created.

It is advisable to either create exclusive content or to offer exclusive communication that provides an incentive to join the forum and stay there for the long term.

8. Content cross-promotion

The thought of having to build every channel from scratch can put companies off at first. But there is a solution. Cross promotion works very well when companies combine it with certain incentives. This could be, for example, a raffle on Instagram that includes the YouTube channel. A subscription there is essential to be able to participate. Companies can usually already attract a certain percentage of their followers there. Also constant mentioning of the other channels and the different benefits helps. For example, companies could say in their podcast that the detailed step-by-step instructions in a YouTube video and the mentioned reports on the new product launch can now be found on Facebook and LinkedIn. Here too, it is important that companies distribute in a targeted and considered manner. Mentioning just one other channel can be stronger than asking everyone else to follow. Under no circumstances should companies restrict user experience if users do not follow everywhere.

9. Use the prejudices of others to your own advantage

Two years ago, it was predicted that Instagram would only be used by teenagers and that it would be a platform for children. Today almost every company is present on Instagram and is trying to build a Following there. The same currently applies to the still young platform TikTok.

Social media also means to have foresight and to focus on campaigns that are not aimed at an immediate purchase, but instead sensitize the buyers of tomorrow for a topic or a product.

10. Be braver, because social media is forgiving

Nothing is as dependent on trends as the algorithm of social networks, because it is all about relevance. A topic that is experiencing a real hype today can be totally out in two weeks. That's why it's important for companies to try themselves out. Even if something doesn't work out or succeeds, it's not a catastrophe. Social media has a short-term memory - compared to the Internet.

So why not join management in a dance to Britney Spear's "Oops I did it again" or take part in the #SMILEYCHALLENGE when it's going viral on TikTok. It is important that no long-term damage is done or the values of the own company philosophy are violated. On social media, the saying "he who does not dare does not win" always applies!

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