In light of recent shifts by social media networks and questions over upcoming data policies such as GDPR, how can brands get the full value from engagement with their visual content?
Debates about the use of third-party data abound and personally identifiable information (PII) is best avoided, but some marketers recognize that there is untapped value in data and insights from how consumers connect with their content on social media networks. While the overarching aim of an earned media, social media or influencer marketing strategy is to get brand content in front of consumers, the brands we work with have seen that that engagement is not always the final step in the optimizable customer journey.
When someone engages with your content, the signal -- the like, share, reaction or re-pin -- they send on Pinterest, Instagram, Facebook and so on, is a valuable indication of affinity. Working with a platform like ShareIQ, the marketer has access to information that says this anonymous person likes this content, brand or message. What’s more, this is a new source of much-sought-after first-party data, the unobtanium of the marketing world.
The next step is to take action with these insights and data. You can now create custom audience segments to target your fans (or your competitors’ fans) with marketing messages. Through a data management platform (DMP) and ad tech partnerships, you can target one-to-one or build lookalike segments to use across channels, devices, platforms and screens. This is really powerful because it brings together the earned media and paid channels -- optimizing the entire marketing mix.
When a brand has deep insights about who is engaging with what content, when and where, the possibilities for actionable insights and potential revenue are endless. Maybe you want to see who’s posted romantic images on Pinterest or Instagram to target them with paid media about jewelry or travel on Facebook. Perhaps you want to see who’s posted images of exercise and fitness to target them for sports apparel purchases. Or, what if you’re a CPG company and want to target people who post a lot of food and recipe content? It could be that you’re a furniture retailer and want to target people who post a lot of home design and DIY content. You could be a cosmetics brand and want to target people who post a lot of makeup selfies.
The idea is to get the deepest understanding possible about how your earned media is performing. Brands have never before had access to the level of detail we provide about their visual content performance and its value. Beyond simply knowing that a single post got a lot of likes on Instagram, ShareIQ gives the most extensive insight available about earned media content. What happens after that image your brand posted on Instagram gets a lot of likes? What about when it gets shared to Pinterest and gets pinned and re-pinned there, and then it makes it to Facebook and ends up back on Instagram, and so on, for months and months? Brands can now understand the lifetime value of that visual content: for the first time we can quantify the value of all that media creation and engagement.
We make it possible to take all of that insight and use it to power the entire marketing mix. Once you know how much value your earned media is generating and the strategies to optimize performance, it makes sense to incorporate that back into your paid media strategy. Did an organic Pinterest or Instagram post perform really well? That content should be used in paid media programs and paid posting tactics. Did you identify new customer segments from people who saw or engaged with your visual content? Why wouldn’t you maximize marketing impact by creating custom audience segments for targeting with promoted pins on Pinterest?
There are no guarantees about future policies that may impact how marketers work with social media platforms. One thing is certain throughout networks and channels, screens and devices: brands that win will have the deepest level of actionable insights about their earned media and use them to inform and optimize everything they do.Check out these tips for getting maximum value from influencer marketing campaigns.