Tap into social media insights from top performers
Data is the main driver for social getting smarter. That’s why we have conducted an analysis to identify the top performers on social and what makes them stand out. Here’s what we found out.
What does it take to become a top performer on social? We have tapped into our global customer base and focused our analysis on a brand’s ability to perform in alignment with their overall social media strategy. By focalizing on specific objectives, we have found 48 organizations that differ from the rest in terms of behavior, as well as strategic use of advertising and online content.
Focus on one objective
The first finding revealed that top performers focus on one clear objective or an aggregated objective consisting of goals that are highly complementary. For example, companies that are focusing on maximizing their ROI accept higher bid for clicks rates (CPC) and lower click-through rates (CTR). In contrast, the top performers in terms of social engagement and clicks tend to have a lower CPC and a higher CTR.
Align KPI’s with your objectives
Channeling marketing efforts on KPI´s that are highly relevant to a brand’s objective has proved to be a key factor in becoming a top performer, as our analysis has shown. For example, when ROI is the main objective, organizations accept higher costs. All the top performers in terms of ROI that we have looked at have significantly higher costs (bid for clicks, cost per impression, cost per engagement, post engagement per spend) than the ones performing best in terms of engagement.
Use Custom Audiences
The third finding in our analysis shows that top performers are generally skilled in using Custom Audiences. Custom Audiences are an Ad Targeting option that enables you to reach designated audiences via your existing data – email database, website traffic, etc. Read more about Custom audiences here.
Becoming a top performer on social is no easy feat for many brands. We believe that qualitative data can impact your overall social strategy and help you get ahead of the curve. Here’s our key findings:
- Start by setting your objectives and focus on achieving them. Define them in an aligned and complemented manner.
- Develop a clear structural framework focused on relevant KPIs and use Custom Audiences to target relevant users for your campaigns on social.
- Create strategic content that reaches your desired user profiles.