As the digital marketing industry looks ahead into 2016, it is finding the social media promotion landscape much changed, according to new research from digital promotions firm Easypromos. A ripple effect initiating with a simple yet far-reaching Facebook shift dating back to 2013 has evolved the direction of how companies and brands interact through Facebook contests and promotions, inviting them to grow their audiences through social media regardless of size through quality relationships with users in the online world.
In 2013, Facebook, which had previously only allowed promotions to take place via Facebook application, changed its rules, enabling contests to be managed directly on the wall or page. The development opened a range of possibilities to brands and companies with a smaller budget, allowing Facebook page administrators to run quick giveaways, or sweepstakes, for those who “Like” or comment on a post on a brand’s Facebook page.
As a result, over the past two years, brands have evolved the way they measure the success of their Facebook page: the number of “Likes” or fans of a page has given way to the impact of posts. This success is measured by the number of users reached (reach) and the number of interactions and reactions (likes, comments, shares) of users who view the publication instead.
According to Easypromos, Facebook Timeline Sweepstakes usage grew by more than 800% in 2015 with regard number of sweepstakes performed compared to 2014. In December alone, the company reported an average of 200 Facebook Timeline Sweepstakes per day as more and more companies integrated them as a key component of their Facebook content strategy.
“In 2015, Facebook Timeline Sweepstakes were easily the most tapped social media promotion among dynamic brands for several reasons: minimal investment; simplicity and speed in implementation; participation is very simple for users; and, above all, its efficiency in engaging users and increasing the scope of a post’s reach organically,” said Carles Bonfill, president and CEO of Easypromos, in a news release.
Easypromos has taken a closer look at a few of its larger global brands and identified four successful, industry-leading approaches, or “best practices” in the effective use of Facebook Timeline Sweepstakes on social media in 2015, which will set the pace for how companies engage with their audiences through the use of social media promotions in 2016.
Best Practice #1—The Facebook Trampoline
Companies are beginning to embrace strategies that drive traffic to, as well as beyond, Facebook to other social networks to amplify results. A top-tier global food & beverage client drove traffic from Facebook to Pinterest through a Timeline Sweepstakes based on post comments where answers would be found on their Pinterest profile. The program resulted in 400% more “Likes”, 600% more comments, and 500% more users sharing the post when compared to a normal post.
Best Practice #2—Make it a Habit
Successful campaigns from 2015 chose to be redundant with the kind of prizes, and frequency. One large food brand repeated the same Facebook Timeline Sweepstakes every Wednesday, creating a habitual environment for followers and increasing their rate of interest and engagement. Top brands also chose to reward the same product in consecutive giveaways, and action that is increasing brand awareness exponentially.
Best Practice #3—Complimentary Co-Branding
One forward-thinking brand partnered with other brands offering complimentary services to increase engagement and share audiences between brands. The strategy resulted in more 541 shares and more than 1,600 comments, reaching 77,000 people in a single day, representing significant increase in organic reach and engagement than past promotions the brands had done on their own.
Best Practice #4—Waking Sleeping Followers
More and more, companies are finding Facebook Timeline contests to be effective tools in the quest to generate brand loyalty with their audiences. One brand which had a specific goal of generating greater loyalty did so by posting an entertaining Facebook Timeline Sweepstakes and compelling giveaway aimed at the company’s more than 100,000 followers—many who had been inactive. The simple strategy resulted in skyrocketing organic engagement through more than 7000 shares and 4000 comments.
“A few years ago, the success of business in this environment was measured by the number of fans. Now what really counts is the ability to interact with them through the content,” said Bonfill. “We have seen companies interest in Facebook Timeline Sweepstakes grow in 2015 as companies of all sizes discovered their simplicity, ease of use and seamless opportunity to interact and engage with their audiences. We believe they will only grow in popularity in 2016.”
Source: PRWeb; edited by Richard Carufel