In 2022, Figo Pet Insurance coverage went all-in on their natural TikTok technique. They began posting 4 to 5 movies every week on the platform (a powerful aim for his or her scrappy group!) and their efforts led to viewers progress, a number of viral movies and revenue-driving advertisements.
In the event you’re questioning how social media consistency may also help you enhance your social technique, construct your viewers and contribute to income progress like Figo, you’re in the correct place. On this piece, the group behind Figo’s social media presence shared their ideas for sustaining a daily social cadence and translating outcomes to bigger firm targets.
Why social media consistency issues for manufacturers
Consistency on social media isn’t simply good to have: it’s a non-negotiable for long-term success. Listed below are the 4 main the explanation why social media consistency issues.
Follow makes good
Bridgett Colling, Director of Advertising and Communications at Figo, noticed the chance to broaden her model’s TikTok presence. However she knew success on the app was solely attainable with quantity and consistency.
“Probably the most profitable manufacturers are those who create quite a lot of video content material. They get the reps in and make content material on a regular basis. It’s a numbers recreation. So, that’s the method we took to TikTok.”
Although posting as much as 5 instances per week was a stretch for her small group, Colling stated it paid off by permitting them to hone their craft and actually go for it.
The consistency allowed Cheyanne Rains, Figo’s Social Media Coordinator, to develop her personal social media video template to make video creation extra environment friendly. Lots of the movies she creates—together with their highest performing video—take quarter-hour to develop from begin to end.
Outperform your competitors
Sprout’s information science group analyzed posting frequency throughout greater than 30,000 Sprout clients and located that the trade common is 11 posts per day throughout all social channels. And on TikTok, offering your viewers with recent and numerous content material day by day is one of the best ways to crack the algorithm and find yourself on the coveted #ForYouPage.
Bridgett noticed this play out firsthand. “Whilst a smaller, youthful pet insurance coverage model, our consistency units our efficiency aside from extra established rivals.” She says Figo usually matches or surpasses its rivals’ views, engagements and share of voice.
To trace these metrics, Cheyanne makes use of Sprout’s Aggressive Evaluation Report (see picture above) to check Figo’s outcomes side-by-side with rivals. The findings assist Figo reinforce the worth of social at their firm and pulse-check model well being.
Make house to experiment
As Cheyanne places it, experimentation was the theme of Figo’s 2022 video technique. By posting each work day, she may determine which content material sorts generated the best impressions and engagements.
Cheyanne explains, “Trending sounds and memes associated to pets and pets insurance coverage drive the best engagements. Listicles are additionally high-performing movies.” She returned to those codecs repeatedly to supply a pipeline of profitable content material.
Even with stable success from these codecs, Figo’s constant posting cadence left house for brand spanking new concepts, too–like their “Ask the Vet Tech” collection, which amplifies their inner thought management and offers distinctive worth to their neighborhood.
An everyday posting schedule empowers your group to by no means cease testing and studying. In the event you’d prefer to see one other instance, in Sprout’s TikTok testing technique we analyze our highest- and lowest-performing movies to disclose how we should always alter our content material transferring ahead.
Construct an viewers
Going viral on TikTok was a powerful milestone for Figo. However Bridgett identified virality wasn’t their primary precedence. What’s extra essential than going viral is discovering and constructing a real neighborhood on social media.
For Cheyanne, connecting with folks required understanding the tradition of TikTok. “Individuals use TikTok to observe movies that common folks make with their telephones. Hold your movies as genuine as attainable. Speak like an actual particular person behind the display screen and keep away from a sales-y method.”
The TikTok algorithm delivers a distinct segment, personalised expertise. To achieve your viewers, you should dig into the matters they care about and put out related content material constantly. Cheyanne explains, “Keep on high of developments inside your neighborhood. Not simply trending sounds and memes, however the matters individuals are speaking about. Take note of how one can relate them again to your model.”
Typically referring to your viewers generally is a problem. Cheyanne revealed a well-kept secret that can shock Figo’s followers: she doesn’t have a pet. Gasp!
So how does Figo churn out so many lovable fur child movies? By tapping into one other essential viewers: their inner group. Cheyanne makes use of an inner messaging channel to supply members. The footage her coworkers present helps her keep constant and humanize Figo’s model, like this meet the group put up demonstrates.
Use social media consistency to develop your income
When you’ve mastered social media consistency, use it to strategically enhance your income.
These are the 4 steps the Figo group adopted to launch their TikTok account and translate channel progress into income positive factors.
1. Get management buy-in
You possibly can’t construct a presence on any platform in a single day. You want the long-term help of executives behind you—even earlier than you begin seeing outcomes. Bridgett describes her CMO’s help as “very important” to her model’s success.
Apply it: If you wish to department out to a brand new community or experiment with rising know-how, pitch your imaginative and prescient to management. Present them how alternatives on social media can drive long-term enterprise worth. Get them on board to allocate time and assets to your technique.
2. Repurpose content material effectively
For a small group like Figo, repurposing profitable content material from their weblog and different social networks was key to staying constant on TikTok. This 12 months, they’re increasing their focus to YouTube utilizing the identical methodology.
Apply it: If you’re attempting to remain constant on social, you don’t want to begin from scratch. Maximize your current belongings and draw on the success of different platforms. You’ll save your organization money and time, and enhance your ROI (extra on that quickly). Plus, you already know the content material resonates along with your viewers. Simply you should definitely meet neighborhood expectations on every platform.
3. Flip natural efficiency into paid amplification
As an experiment, Figo began working advertisements on TikTok in late 2021. The preliminary returns have been minimal. Bridgett says, “TikTok didn’t begin pushing folks down the funnel till the natural presence took off.”
By 2022, Figo earned credibility and constructed a following, which made it attainable to determine their best-performing movies and put cash behind them.
Apply it: A constant, natural posting technique goes hand-in-hand with working profitable advertisements. It’s worthwhile to put up commonly to draw your viewers and check what works (with out blowing your funds). A hybrid paid and natural social media technique drives long-term outcomes.
4. Measure ROI and share your outcomes
For Cheyanne, whose major focus is growing model consciousness, understanding the advanced digital purchaser’s journey is essential. In her function, she makes use of Sprout’s reporting instruments to display the fruit of her efforts. She combines her model consciousness metrics with paid advertisements outcomes and income positive factors to inform the entire story of Figo’s success on TikTok.
Apply it: With a instrument like Sprout, you may entry all of your social media analytics and generate experiences to share along with your group in a single place. For instance, the TikTok Profile Report captures what number of posts you printed, what number of views you obtained (together with paid) and your whole engagements.
Use these wealthy sources of social information to calculate your ROI and socialize your outcomes internally.
Streamline your publishing and reporting with Sprout Social
Although consistency is vital to rising your presence (and your income), we all know you face boundaries to posting commonly. Restricted time and assets. Prolonged approval durations. Uncooperative algorithms.
Sprout’s publishing and reporting instruments empower you to streamline your inner processes, sustain with finest practices and simplify social media consistency. Simply as our instruments are Figo’s secret sauce to carrying out their posting targets, you should utilize them to energy your posting technique.
Social Listening
Sprout’s Listening instruments show you how to construct a deeper understanding of your viewers and rivals. Be taught what’s trending in your trade and the way you stack up in opposition to your high rivals on the subject of sentiment, share of voice and engagement.
Publishing Calendar
The Publishing Calendar makes fast work of drafting, approving and scheduling social content material so your group has extra time to deal with fine-tuning your technique. Like Cheyanne says, “I schedule posts in Sprout so I don’t have to fret about it the remainder of the week.” Sprout provides you the instruments to interchange time-consuming duties—like logging into the native apps—with automated ease.
Achieve insights from social information
Sprout’s Analytics instruments pace up information assortment and distribution so manufacturers can deal with the KPIs that matter, inform technique and show ROI.
Use information to boost your technique and craft efficient paid and natural campaigns. With analytics alongside publishing and engagement instruments within the Sprout platform, you may simply flip insights into motion.
Now that you’re well-versed in the advantages of social media consistency, find out how actual manufacturers mix insights from Listening and Premium Analytics to drive highly effective outcomes with their social information.
