On the occasion of our WUYA breakfast number 4, Quentin Gressien and Jeremy Danulot presented 7 tips drawn from the 54 missions carried out throughout 2018 for The Metrics Factory customers.
Media:
Tip 1: Instagram, now, more than ever
1 billion users and over 500 million stories per month.
Why now?
The platform still offers an organic reach rate that is still 20% compared to 3-4% on Facebook. you can reach people without necessarily using a media budget. From a media buying perspective, CPC costs fell by 23% between Q1 2018 and Q3 2018. At the same time, CTR increased by 19%.
Tip 2: Target the competition
On Facebook, Twitter... etc. you can target a brand's competitors. This is interesting because for one of the agency's clients, the CPC of campaigns using this targeting was lower than other campaigns.
Tip 3: Switch from CPM to CPE
When you buy by engagement, visibility is cheaper and engagement is better. Education resulting from more than 14 million euros in Facebook Ads advertising budget.
Bonus: Enhance your campaigns with AD-Recall
For some campaigns, Facebook allows you to know the memory of people exposed to your campaigns. A key metric for valuing your internal campaigns and measuring their effectiveness.
Community Management:
Tip 4: Instagram Stories
500 million stories on Instagram per month, behind WhatsApp with its 600 million “statuses”, mostly from abroad.
At The Metrics Factory we have a methodology that allows us to collect all Instagram content, including stories.
Via The Perfect Match (2018 Football World Cup sponsorship observatory), we observed that 40% of sponsors' comments made on Instagram were via the stories format.
For Gamescom 2018 (the 2nd international video game show), 63% of the opinions of the fair's publishers took place in Stories.
However, it is necessary to maintain a mixture of stories and traditional publications because stories have a low virality.
Tip 5: YouTube is social again
In 2018, we published a white paper on Beauty tutorials on YouTube. We observed that YouTube has become social again because users comment and engage with content. The commitment in 2018 was multiplied by two.
Tip 6: Facebook groups
Groups are used to reach a specific community, which is the will of Facebook founder Mark Zuckerberg. Today, we are supporting a client in these areas.
McCain has a group linked to his page for his brand ambassadors. The interest of a group is that it is not the brand that will express itself, it is an individual who provides a more personal response. Of course, a strategy for using these groups must be kept in mind.
Bonus: Sport as a vector of commitment
Based on our analysis of the 2018 World Cup, we observed that when a brand talks about sport, its content will generate 12 times more engagement than its other content. This effect is observed for large groups such as Coca-Cola but also at the local level.
Influence
Tip 7: Influencers, choose the right ones
In 2020, influence marketing will represent more than 10 billion dollars.
When choosing an influencer, you must find out about them in advance by looking at the performance in terms of engagement of their posts (rather than their subscribers).
Analyzing your audience can also be interesting to find out if the targeted influencer is linked to a global audience or only French for example. It is also necessary to look at what themes are addressed by the influencer identified to see if he has values similar to those of the brand.
Bonus: influence = mediaplanning
Influencer marketing must now be thought of as media planning. The problem is that data is less easy to access. We therefore advise you to start from the analysis of your audiences through behavior, which will lead you to identify a certain type of relevant influencers. Facebook allows this via its Facebook Audience Insights tool.
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