In November 2022, Blue Cross Blue Defend of Michigan (BCBSM) skilled a viral Instagram reel that featured a fall simmer pot.
BCBSM’s Instagram account is devoted to inspiring and serving to Michiganders reside wholesome, lively life. Sharing suggestions and sources on health, vitamin, journey and occasions helps this mission. They knew their viewers beloved easy meals and kitchen life hacks, so sharing tips on how to make a simmer pot could be distinctive and align with trending conversations.
It’s possible you’ll marvel, what’s a simmer pot? Briefly, it’s a mix of pure elements in a pot of heated water. Because the water simmers, the elements launch a nice aroma. The thought to function one on social channels got here after BCBSM brainstormed matters like potpourri. Their Model Journalism staff researched and got here throughout “stovetop potpourri.” AKA — the simmer pot.
Understanding one thing like this could carry out effectively as a short-form video, the thought was shared with BCBSM’s Well being and Wellness Spokesperson, Shanthi Appelö, MS, RD. She developed a mix of fall scents utilizing oranges, cinnamon, cranberries, and rosemary.
Now it was time to seize the footage. Shanthi filmed the reel on an iPhone in a house setting. BCBSM aimed for easy and aesthetically pleasing photographs. Reviewing previous analytics, they recognized video content material with easy photographs (avoiding fancy modifying and voiceover) with trending audio and pure sounds traditionally carried out effectively. Taylor Swift’s trending audio, “Candy Nothing,” was added to assist increase recognition and visibility. Upon posting, BCBSM recognized hashtags by taking a look at related, viral content material. Some hashtags included: #fallsimmerpot #winterrecipes #falldecor #winterdecor #holidaypartyideas.
Posted on Nov. 9, a Wednesday, BCBSM monitored exercise, however didn’t see viral traction till round November 25, the Thanksgiving vacation weekend. Exercise continued into December and by the tip of the 12 months, the reel had 951,124 video views. There was a complete of 55,538 engagements damaged right down to 38,305 reactions, 77 feedback, 3,954 shares and 13,202 saves. General, the engagement price was 5.84%, far above BCBSM’s common Instagram engagement price of three.54% and superseding the business common of 0.67%.
Probably the most shocking end result was the variety of followers gained. From the time the Cozy Fall Simmer Pot Reel was revealed to the tip of the 12 months, BCBSM noticed 8,956 new followers. Whereas Instagram doesn’t present direct conversion insights on new followers gained from a put up, BCBSM estimated a follower progress of 143% based mostly on notifications throughout the peak efficiency of the reel. On the date when the reel was revealed, the follower depend was 6,245. By December thirty first, this had grown to fifteen,187.
It’s value noting that whereas BCBSM captured lighting in a bottle, it was all natural. There was no paid assist behind the reel – giving much less energy to the idea that every one social media is play-to-play as of late. Whereas it depends upon the targets of a corporation or model, natural social has an necessary position. As extra individuals are searching for leisure on social media, it’s more and more necessary to create entertaining content material whereas offering an genuine, personable, and most significantly – relatable expertise.
BCBSM understands this and implements this greatest follow into their social media content material. It’s nice to see that when the precise parts come collectively on the proper time, viral natural content material can occur and succeed.
David Murray is the supervisor of social media technique for Blue Cross Blue Defend of Michigan.
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