On Wednesday June 2, 2021, we organized the tenth edition of Wake Up Your Audience where our consultants gave you 10 tips on how to wake up your digital audience.
These 10 tips were divided into 5 main parts:
- THEmedia buying, presented by Jeremy Danulot,
- THEinfluences, presented by Sarah Berge,
- THEEmployee Advocacy, presented by Mickael Cordeiro,
- The sports and esport sponsoring, presented by Clement Joffrin,
- Exploring social media innovations presented by Julie Dechelle.
“Invest on Instagram and TikTok! “
We started this event with the intervention of Jérémy Danulot, Senior Consultant at The Metrics Factory, who gave you 2 tips on media buying.
The first tip: Study your target.
It is your target who must dictate the media purchase of your various advertisements. The idea is to know what is the best point of contact, which platform will reach the most appropriate target, what format and what content best suits your audience in order to activate it.
The second tip: Invest in Instagram and TikTok!
Based on the analysis of more than 250 advertising accounts on all platforms, in many sectors and in many countries, we have a global vision of media buying on multiple points.
Given the costs per 1000 impressions of €1 for TikTok and €1.7 for Instagram, you should not hesitate to promote your content on these platforms.
“Use social media formats native to influencers”!
The second intervention of this WUYA 10 is that of our banking/insurance consultant, Sarah Berge. She presented 2 tips on how to optimize your social media marketing influence strategy.
The first tip: Focus on precision.
The choice of an influencer has a double challenge: there must be consistency with the objectives of the brand as well as the credibility of the influencer.
Sarah presented two examples with partnerships between Hugo Décrypte x CIC Banque Privée and Pierre Croce with numerous banks.
The second tip: Use the right formats.
Two points are essential to convince the influencer audience. First of all, you should favor the native format, that is to say a format that corresponds to the editorial line of your influencer. The second point is the transparency of this partnership; it is absolutely necessary for the audience to perceive the content as sponsored.
“Managers, communicate with your employees!”
For the third intervention, Mickaël Cordeiro, our senior corporate consultant, gave 2 tips on employee advocacy.
The first tip: Managers, take into account the presence of your employees before communicating.
This must be taken into account when communicating via executive or corporate accounts. Indeed, your employees are real levers of influence on social networks. They can easily interact with your content, whether on LinkedIn or on Twitter.
The second piece of advice: Advertisers, think about corporate, executive and employee accounts.
As advertisers, it is necessary to develop corporate accounts but especially the accounts of managers and employees. You need to have an editorial approach designed with them and for them. Many companies have launched brand advocacy campaigns and this makes it possible to obtain better results in a concrete way.
“It is necessary to identify the reactions [...] in order to decode and understand them”
The first tip: Know the audiences and analyze their reactions.
First of all, you need to know your audience and that of the various athletes/ambassadors I am targeting. You need to know who the different audiences are and on which platforms they are active.
Then, you need to identify the reactions to my brand, my partnership or my products and be able to decode and understand these reactions.
The second piece of advice: Start on Twitch by partnering with a streamer and measure the presence of my partners to justify their investments or detect key supports.
Through our numerous studies and analyses, we were able to deduce that Twitch is a real opportunity for rights holders to seize. Here we take the example of Ligue 1 Uber Eats, which launched its channel and show with the streamer Rivenzi, who is very familiar with sports and soccer content.
“Think duration and not platform”
The first tip: The influence of Chinese social networks
You have to think about duration and not a platform on social media for your content. You must create your content according to the following 3 formats: Shorts videos (30 seconds to 1 min), Mid Video (1 min to 30 min) and Long Video (+30 min). Here we will take the example of Winona, a pharmaceutical cosmetics brand:
Short formats offer fast, effective and dynamic content, where a researcher answers a recurring question.
Mid formats will be more focused on branding, with influencers or celebrities talking about long topics.
The long formats are documentaries, which enhance the brand's laboratory.
Second advice, you should think of page as a store and not just “broadcast”. The pages of the various networks are real shops in line with the brand's DNA. There is a real customer experience with a well thought-out journey.
The second piece of advice: Reconsider Snapchat.
In 2021, Snapchat posted sharply increasing financial and reach results. Indeed, the ghost application offers new features, such as the Snapchat Scan (YUKA Style), which allows you to scan products and obtain information on them. Virtual Try-on, which allows products to be tested using the camera and augmented reality. It will also be possible to scan products to find similar products.
To watch Wake Up Your Audience 10 in its entirety, check out the replay below!
What is Wake Up Your Audience?
Wake Up Your Audience or WUYA is a breakfast conference organized by The Metrics Factory every quarter since 2018. Throughout the year, our expert consultants in communication and digital marketing manipulate data in various sectors of activity to respond to different customer issues. Wake Up Your Audience events are an opportunity for them to share their expertise. WUYAs are meetings between professionals where exclusive analyses and concrete cases are presented that will allow you to no longer just advertise, but to wake up your audience.
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