The Ingredients of a Social Media Campaign

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We all know what a powerful tool social media can be. If utilized correctly, social media can literally drive business through the roof. It can help create brand awareness, and be used for certain product launches. Its applications are endless. However, with such potential, comes a myriad of options, opinions, methods, and different ways to go about it. I’ve taken this opportunity to tell you some of the more proven strategies behind arming your business with a social media campaign.

A social media campaign is a term if you haven’t already, you’ll hear a lot (especially if you’re in the marketing field). Similar to a political campaign, it’s one that serves to educate, inform, and convince the people of a product, person, or thing that they were not aware of before. With the number of social media users in the billions, it’s amazing to think that you’d be able to reach out to those sheer numbers and tell them about your product or service. However, you’ll quickly find that it takes more than posting a picture of your product on Instagram or Facebook and saying “Check me out!” One must be quite strategic in terms of target market, content, timing and so much more.

Target Audience

Assuming that you know your target audience, you’ll need to craft posts that are tailored specifically toward them. While it may sound alluring to try to put out content that would seemingly attract everyone, it’s good practice to release content that’s going to speak directly to your target market, because the chances of them interacting with, and taking some kind of action with your product are much higher than someone who isn’t already interested in that field.

The Content

Now let’s get down to the “Knitty gritty.” In a perfect world, you would have already created content surrounding your product release, service, or whatever you’re trying to inform people about via your social media channels. This means, not only pictures, and videos, but testimonials, common questions you might receive about the product and the answers to them, creative ways to use the product, and most importantly content from others using, or talking about your product. Gathering all of these materials beforehand will make your job loads easier.


Once you have all of these materials gathered and organized, we can start the scheduling process. Here’s an important tip that many people don’t realize. You should be talking about your product or service on social media, way before you actually release the product or service itself. Doing this builds up anticipation for the release, and creates an intrigue. It creates an “I saw it first” attitude amongst your viewers. It also prepares your viewers who are most interested in the product or service, so you can start your release immediately with sales out the door! What you want to avoid doing at all costs, is releasing a product, and posting about it on social media, and that being the first time that your audience has ever seen or heard about said product.

The Science of Scheduling

After warming up your audience so that they’re fully aware of when the product or service will be released, once you do release it, that’s when you can strategically use some of the content that we spoke about before. The pictures, videos, and frequently asked questions would go great at this point in time, because it will keep interest in the product high, as well as answer any lingering questions about the product your audience might have. This is also where the timing of how often you post comes into play. Here is where you’ll need to be a bit more scientific in your approach. Try posting at different times of the day, as well as differing frequency of posting. Doing this will allow you to gather the data you need to see what your particular audience is responding to. It’s important to look at things like certain styles of posts that viewers respond to more than others. If you find one type of posts gets a much larger response than the others, try making a similar post to confirm that it’s the style of post, then start making more of your posts in that same style.

UGC = Gold

Lastly, one trick that I like to use, is to save the testimonials, or user generated content (UGC) that you’ve collected to use near the end of your campaign. It helps to reignite interest in the product, and creates a sense of authenticity surrounding your product or service, since this new content isn’t coming directly from you.

There you have it, a few tips and pointers to help you with the timing of your social media posts. Using these tips to your advantage should help you get more engagement, and better results for each of your campaigns. Remember to tailor them toward your brand specifically, and you should find yourself interacting with more people in no time!

Need help on your next social media campaign? Give us a call!