In 2022, Figo Pet Insurance coverage went all-in on their natural TikTok technique. They began posting 4 to 5 movies per week on the platform (a powerful aim for his or her scrappy workforce!) and their efforts led to viewers development, a number of viral movies and revenue-driving advertisements.
In the event you’re questioning how social media consistency might help you enhance your social technique, construct your viewers and contribute to income development like Figo, you’re in the suitable place. On this piece, the workforce behind Figo’s social media presence shared their ideas for sustaining an everyday 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 here are the 4 main the explanation why social media consistency issues.
Apply 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 potential with quantity and consistency.
“Probably the most profitable manufacturers are those who create a whole 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 occasions per week was a stretch for her small workforce, Colling mentioned 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 knowledge science workforce analyzed posting frequency throughout greater than 30,000 Sprout prospects 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 each day is one of the simplest ways to crack the algorithm and find yourself on the coveted #ForYouPage.
Bridgett noticed this play out firsthand. “At the same time as a smaller, youthful pet insurance coverage model, our consistency units our efficiency aside from extra established opponents.” She says Figo usually matches or surpasses its opponents’ views, engagements and share of voice.
To trace these metrics, Cheyanne makes use of Sprout’s Aggressive Evaluation Report (see picture above) to match Figo’s outcomes side-by-side with opponents. 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 might determine which content material sorts generated the very best impressions and engagements.
Cheyanne explains, “Trending sounds and memes associated to pets and pets insurance coverage drive the very best engagements. Listicles are additionally high-performing movies.” She returned to those codecs many times to provide 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” sequence, which amplifies their inside thought management and offers distinctive worth to their neighborhood.
An everyday posting schedule empowers your workforce to by no means cease testing and studying. In the event you’d wish 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 modify 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 look at movies that common folks make with their telephones. Maintain your movies as genuine as potential. Discuss 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 succeed in your viewers, you should dig into the matters they care about and put out related content material persistently. 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.”
Generally referring to your viewers is usually a problem. Cheyanne revealed a well-kept secret that may 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 inside workforce. Cheyanne makes use of an inside messaging channel to supply members. The footage her coworkers present helps her keep constant and humanize Figo’s model, like this meet the workforce 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 workforce adopted to launch their TikTok account and translate channel development into income positive factors.
1. Get management buy-in
You’ll be able to’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 “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 sources to your technique.
2. Repurpose content material effectively
For a small workforce like Figo, repurposing profitable content material from their weblog and different social networks was key to staying constant on TikTok. This yr, they’re increasing their focus to YouTube utilizing the identical technique.
Apply it: Once you’re attempting to remain constant on social, you don’t want to begin from scratch. Maximize your current property 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 potential 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 essential put up frequently 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 main focus is rising model consciousness, understanding the complicated digital purchaser’s journey is essential. In her position, she makes use of Sprout’s reporting instruments to reveal the fruit of her efforts. She combines her model consciousness metrics with paid advertisements outcomes and income positive factors to inform the whole story of Figo’s success on TikTok.
Apply it: With a device like Sprout, you’ll be able to entry all of your social media analytics and generate reviews to share along with your workforce in a single place. For instance, the TikTok Profile Report captures what number of posts you revealed, what number of views you acquired (together with paid) and your complete engagements.
Use these wealthy sources of social knowledge to calculate your ROI and socialize your outcomes internally.
Streamline your publishing and reporting with Sprout Social
Though consistency is essential to rising your presence (and your income), we all know you face limitations to posting frequently. Restricted time and sources. Prolonged approval intervals. Uncooperative algorithms.
Sprout’s publishing and reporting instruments empower you to streamline your inside processes, sustain with greatest 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 provide help to construct a deeper understanding of your viewers and opponents. Be taught what’s trending in your trade and the way you stack up towards your high opponents in the case 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 workforce 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 offers you the instruments to exchange time-consuming duties—like logging into the native apps—with automated ease.
Acquire insights from social knowledge
Sprout’s Analytics instruments pace up knowledge assortment and distribution so manufacturers can deal with the KPIs that matter, inform technique and show ROI.
Use knowledge to boost your technique and craft efficient paid and natural campaigns. With analytics alongside publishing and engagement instruments within the Sprout platform, you’ll be able to 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 knowledge.
