How to Make a Successful Social Campaign
It can be time-consuming enough to schedule out individual posts for social media, let alone an entire campaign. But really, if you’re scheduling your posts in advance and putting any thought into them, taking the next step into full campaign mode won’t be as difficult as it seems. Successful campaigns establish a clear message, show off your brand’s style and personality, and target a specific subset of your potential customers. Today’s audiences have the shortest attention span compared to any other audience in history. Not only does this make social media a crucial delivery method, it also makes campaigns extremely important in reinforcing brand recognition. Consumers absorb information on social media differently than other mediums. A 30 or 60-second broadcast commercial is fine; TV users expect to absorb the message in the allotted time. Social media, however, gives the user full control to scroll and speed past your post, with the average video watch time being under TEN SECONDS. That means you have less than ten seconds to get someone’s attention to keep them engaged enough to absorb your complete message. Or, another approach is to create content that can be easily absorbed within ten seconds (an approach used by some companies on platforms like YouTube, where users are prompted to skip ads after only five seconds). So short attention spans, short average video views, and a lot of clutter to cut through – this can be daunting and make social marketing seem futile. But the truth is, social video campaigns are set up perfectly to combat this problem. With a social video campaign, you can pare your information down into short blasts of information that are intended to be repeated and reinforced through the predetermined campaign length. If you have a good, clear, trimmed message, a good release plan and thorough schedule, your social video marketing campaign will be successful. But with all good social plans, be sure you’ve done your homework ahead of time and that you understand what your audience likes, where they’re engaging the most and what time of day they like to spend on the Internet and social sites. Most importantly, be sure to take notes, engage and follow-up with the people who do engage with your campaign. It should go without saying, but in our experience, the “social” side of social media is the most overlooked element!