Nine20 Marketing - Social Media
Brand Guidelines Implementation
Implementing the Plan
Once the brand guidelines were finalized, clear expectations were set for implementation. Below are recommendations that had to be followed to ensure consistency across all platforms:
- Core Values
- Refined Target Audience Personas
- Selected Color Palette
- Specific Elements and Content Pillars for Each Social Media Channel
- Weekly Timing and Posting Calendar
My Role
My role as a marketing consultant for Nine20 Marketing in this task was to:
- Adhere to the Posting Plan: Follow the established posting plan, or provide justified reasons for any deviations.
- Create Aligned Content: Develop content that aligns with the pillars identified in the brand guidelines.
- Review Metrics: Analyze metrics to identify any emerging patterns that could inform future strategies.
- Make Recommendations: Provide recommendations to the team based on my experiences and the insights gained from the metrics.
Visibility + Exposure – Friday – 12pm
Education – Wednesday – 12pm
Trust – Thursday – 12pm
Reach
51 (up 18% from previous week)
Content interactions
10 (up 100% from previous week)
Weekly metrics from Facebook + Recommendations
Overall, there were some notable successes and areas for improvement in our Facebook content strategy.
Firstly, the decision to adjust the timing of the Visibility + Exposure post showed strategic flexibility and consideration for audience engagement, even if the outcome wasn’t as desired.
Secondly, the Education post adhered well to brand guidelines and conveyed relevant information, though lacked in audience engagement and a clear CTA.
Lastly, while the Trust post concept aligned with our brand pillars but the delay in receiving the testimonial could have caused issues.
Based on our experience, the following recommendations were given to the team for the upcoming weeks:
- Leverage Video Content: We advise increasing the use of interactive and engaging video content. Videos foster a more personal and direct interaction with the audience, which can enhance engagement levels and have shown better performance metrics compared to static content.
- Advance Planning for Content: It’s crucial to plan all content in advance, especially content that requires student participation or testimonials. This proactive approach allows for thorough content gathering and helps avoid the pitfalls associated with last-minute preparations
Engagement – Monday – 11am
Education – Friday – 10am
Wednesday – Trust – 11am
Sunday – Engagement – 7pm
Reach
3800 (up 6700% from previous week)
Content interactions
245 (up 965.2% from previous week)
Weekly metrics from Instagram + Recommendations
Overall, our Instagram content strategy demonstrated some notable successes and areas for improvement.
The Engagement post on Monday exemplified a strategic shift that yielded significant engagement. By addressing FAQs about the open day, we successfully interacted with our audience, resulting in our second most engaging post to date.
Similarly, the Trust post on Wednesday effectively showcased authentic student experiences, resonating well with our audience and achieving remarkable reach and engagement beyond our follower count.
However, the Education post on Friday seems to have underperformed, possibly due to its relevance to our Instagram audience and the static format. Learning from this, we’ll prioritize more engaging content formats aligned with our audience’s interests.
Lastly, the Engagement post on Sunday generated unprecedented levels of interaction, leveraging current trends and events effectively to drive organic impressions. This success underscores the importance of timely and relevant content in maximizing engagement and reach.
Based on our experience, the following recommendations were given to the team for the upcoming weeks:
- Enhanced Use of Hashtags: It’s important to research and utilize more effective hashtags that are relevant to the themes of each post. This can be achieved by analyzing trending hashtags on similar successful posts and adapting them to fit the specific content being created. Properly targeted hashtags can significantly increase the reach and visibility of our posts.
- Following Current Trends: Reflecting on the metrics from our Sunday post, it’s clear that aligning with current trends can significantly boost visibility in the Instagram algorithm. This approach can lead to a dramatic increase in engagement, often visualized as a “hockey stick graph” on the metrics page. By staying current and trending, we can attract new followers and increase the overall engagement on the page.
TikTok
Trust – Monday – 9am
Engagement – Thursday - 10am
Friday – Engagement – 10am
Video views
2474 (up 69% from previous week)
Content interactions
33 (up 238% from previous week)
Weekly metrics from TikTok + Recommendations
Our TikTok content strategy has also seen both successes and areas for improvement.
The Trust post, repurposed from Instagram content, didn’t meet expectations on TikTok, garnering only average viewership. Research indicates that shorter videos tend to perform better on TikTok, which suggests that longer videos like this one might be more suited for Instagram (Buffer, 2023). Moving forward, we’ll consider video length and platform-specific best practices more carefully when repurposing content.
The Engagement post on Thursday, utilizing a previously trending sound and format, performed better than average but fell short of its our expectations. Timing played a crucial role, as the trend had diminished in popularity since we initially planned the takeover.
Similarly, the Engagement post on Friday aimed to entertain and engage our audience but underperformed. The metrics and further research suggests that better-targeted hashtags could enhance visibility and engagement.
Based on our experience, the following recommendations were given to the team for the upcoming weeks:
- Video Length Optimization: Adjust video lengths to align with platform trends that favor shorter, more engaging content. Keeping videos concise can help maintain viewer interest and increase the likelihood of complete views, which boosts algorithmic visibility.
- Trend Responsiveness: Be more responsive to trending sounds and formats. Plan content that can be quickly adjusted or created to take advantage of viral trends to maintain relevance and engagement.