Skipping social media, because it’s just for millennials? Think again. According to Pew Research, 78% of Americans age 30-49 use at least one social media platform; followed by 64% of Americans aged 50-64 and 37% aged 65 and up.
Social media offers a huge opportunity to build your brand, grow your audience, and encourage customers to show off your products (an implied testimonial).
Whether you’re a social media novice or expert, everyone can use a little social media inspiration. To help, we’ve rounded up our favorite examples of brands going the extra mile on social media and tips for creating your own social campaigns.
Trend #1: Social Giveaways
Instagram: The Web:
Who: Society6 is a hub for artists around the world to sell original artwork.
Campaign: With the #abovemybed Instagram Fam Challenge, fans are invited to share a picture of artists’ artwork above their beds on Instagram, mentioning @Society6. One submission is chosen each week to win a $500 shopping spree. Check it out here!
Why we love it: Instagram adoption keeps growing. According to Instagram, their number of Instagram users has increased to 800 million; 500 million use it each day. Society6 is smart for taking advantage of Instagram’s momentum, and knows their creative customers will show off how they’ve styled the products. Plus, the $500 prize is a great motivator.
Trend #2: Shop Via Social
Who: Ulta Beauty sells cosmetics, fragrances, skin and hair care products, and salon services.
Campaign: Users shop directly from Ulta’s Instagram page.
Why we love it: If an Ulta Instagram follower sees a product featured in an image, they can easily tap the image and then tap direct links to the product detail pages. Ulta eliminates the frustration of seeing a product you want to purchase, but struggling to later find it on the website.
Instagram didn’t always offer this functionality, but now that they do, we’re seeing more and more brands maximizing it. Any brands making it easier to shop get an A+ in our book.
Trend #3: Omni-Channel
The Land of Nod
Popover to Product Detail page:
Who: The Land of Nod is a branch of Crate & Barrel selling products for kids and babies.
Campaign: Using the hashtag #landofnod, customers are invited to show off pictures of their kids wearing or using Land of Nod products on social media for a chance to be featured in their emails and on the website.
Why we love it: Land of Nod ensures campaign success by taking an omni-channel approach. First, their emails encourage customers to share Land of Nod products in social media posts. Land of Nod then features these photos on their homepage and clicking the photos returns a popover linking directly to the item’s product detail page.
Whether you’re kicking off a new social media campaign or looking to increase participation, ensure success by tying together your website, emails, social media, and any other channel where you interact with customers.
Trend #4: From One Social Platform to The Other
Who: Stitch Fix is an apparel and accessories subscription service for men and women
Campaign: Customers post pictures of themselves wearing Stitch Fix clothing or accessories to be featured on the “Ladies in Stitch Fix” Pinterest board. Check it out here!
Why we love it: Before each shipment, Stitch Fix encourages subscribers to pin fashion pictures they like to a Pinterest board, so stylists can select clothing and accessories tailored to each individual’s preferences.
Meanwhile, the “Ladies in Stitch Fix” Pinterest Board rounds up photos customers share wearing their clothing, using the #stitchfixstyle hashtag or tagging Stitch Fix. This Pinterest board then gives both current and new customers fashion inspiration to add to their own style boards to help stylists better serve customers. It’s a win-win cycle.
Ready to Create Your Own Social Campaign?
We’ve outlined five tips to help you get started
- Set Specific Goals: We know you’re eager to get started. However, it’s important to stay focused and set specific goals. Maybe your goals are to gain more followers, increase brand awareness, or encourage people to purchase more. Then, determine how you’ll measure success up front.
- Appeal to prospective customers: Your copy, imagery, prize, and details should be compelling to your target market.
- Encourage social sharing: Don’t limit yourself to one social media platform. Promote your campaign on Facebook, Instagram, and Twitter, and encourage (or incentivize) folks to share with their friends.
- Boost visibility with paid social ads: If you have the budget, use paid social ads to broaden your brand reach and grow your following.
- Follow-up: When your campaign is done, don’t ignore participants! Thank people for entering on your social media profile and via email, and encourage them to keep connecting with you on social, through your blog, or newsletter. Keep the conversation open.
What type of social media campaign will you run? Use the campaign inspiration we shared, keep in mind our tips, and figure out what works best for your brand. Most importantly, have fun and remember to test, test, test!