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Create and track effective social media campaigns [with examples]

Creation of content and images

Now that you've explored various brainstorming resources and identified relevant topics, you're ready to start building your social media campaigns.

This phase is about the strategic implementation of your campaigns. We present five tips to help you implement creative ideas in your next social media campaign.


Social media is a great platform for anyone who wants to share their experience, expertise, and insights with the world. A large number of social media users have built a large audience - a following - over the years. These fans interact with the profiles of such popular users in a variety of ways.

By working with these social media superstars, marketers can increase brand awareness, promote products and services, and benefit from online advocacy to build brand trust and increase sales.

Influencers are also a great resource if you are struggling with creative thinking blocks.

One of the great advantages of an influencer strategy is that influencers are already absolute experts in content creation. After all, they were only able to build an audience on social media based on their engaging content. Your videos, pictures, tweets and posts are so popular that users love to interact with them a lot.

Influencers can produce unique content for your brand from an innovative perspective. This is a great benefit for your company, especially if you feel that you lack creative content.

The social media audience seeks advice from influencers, which means that the latter have a major influence on the buying behavior of their fans, among other things. According to TWP Inc., 50% of consumers made a purchase based on a general recommendation on social media. Content created by influencers can inject a large dose of creativity into your social media strategy - with minimal effort on your part.

Furniture retailer Wayfair also uses user-generated content in its social media strategy. There you share consumer contributions including the links to the products that consumers advertise in the attached images. This makes it easier for other consumers to get an idea of ​​what these products would look like in their own homes, while also receiving testimonials from real customers. To take advantage of these advantages, Wayfair just had to share the content: minimal effort for a huge impact.

Keep an eye on the competition

Should you ever run out of ideas for your social media strategies, you could seek inspiration from your competition.

Make sure, however, that you do not simply imitate the content of your competitors, but use their strategies to develop ideas for your own content. You and your competitors have similar customer personas, so focus on the type of content that has the best engagement rates, both on your own social media and on those of the competition.

Adaptation to the buyer's journey

Not every content you produce will go down well with all members of your target audience at every stage of the sales funnel. So if you find yourself lacking inspiration, try to focus on a specific phase of the buyer's journey and look for ideas for a very specific goal.


In the awareness phase, for example, your goal is for as many people as possible to know about your brand, services and offers. The content you produce at this stage needs to grab consumer attention, but it doesn't necessarily have to directly reflect what your brand is offering. The focus here is really just on getting yourself into the awareness of your audience. There are different possibilities for this:


According to WebDAM, contributions with images generate 650 percent more interactions than pure text contributions. Choosing the right image material is crucial, as you want to attract the attention of a target group that wants to consume social media content at an extremely high speed. The advantage of visual content is that it is both memorable and effective. They enable your target group to process, understand and retain more information faster.

Oreo shows particular skill in this area. The biscuit maker combines its product with visual representations that are intended to evoke emotional reactions. In the post below for the new S'mores Oreos, this product was placed next to a thermos bottle and a telescope, so that the viewer feels a desire to discover - he wants to discover the wilderness and the unknown.

User generated content

Save some time and energy by sharing your followers' content. By proactively sharing content that positively promotes your brand while flattering your audience's ego, you can increase your engagement rates. To be honest, everyone is happy when someone finds our content so good that they share it with their own friends and acquaintances. Your audience will also be happy that your brand is sharing its content and will in turn share this fact with their own followers. A classic win-win situation.

Starbucks often posts user-generated content on its social media profiles and usually sees a lot of interactions from its followers. For example, the company asked its followers on Instagram to share moments of comfort with their limited Starbucks Red Cups. The following post with a Red Cup and cozy blankets received almost 300,000 "likes" and garnered over 400 comments.

Interact with your followers

The nice thing about social media is that it enables direct dialogue between your brand and your followers.

Ask your audience questions, take a survey, comment on posts, and participate in conversations your audience has on social media. The more active you are on social media, the greater your chances of increasing your brand awareness. Regular and uniform interaction with your followers becomes an important part of your social media strategy.

You may still remember the famous dress (is it blue / black or gold / white?) That caused both dismay and enthusiasm on social media a few years ago. Specsavers used this trending topic to promote its business and offer eye exams to consumers. The following tweet was retweeted over 12,000 times and received over 8,000 likes.

Consideration phase

In the consideration phase, you start by providing content that is already somewhat more specific to your brand and offers, and provide small chunks of information about your brand. It's about getting your audience to want to know more about your company.

Connect your social media accounts to your website

It is imperative that you drive your social media traffic to your website or blog during the reflection phase. Your website is the hub for all information about your brand and your offers. You can even post e-books and white papers on your brand's website and blog so that people can learn more about you.

IKEA used user-generated content to drive consumers to its website. The company highlights the stylish designs of its followers and includes a shortened link to its website where satisfied customers share their design inspirations and showcase furniture in their own homes.

Share testimonials from your customers

Consumers who have been using your products or services for a long time will sometimes share positive reviews on social networks. Use these testimonials to tell a positive story on your own social media profiles. During the consideration phase, potential customers look for suggestions from existing customers that ultimately influence their purchase decision. According to TWP Inc., 92% of people trust recommendations from other consumers even if they don't know them.

For example, Myers + Chang, a restaurant in Boston, Massachusetts, retweeted the following post from a satisfied customer. By sharing such testimonials, users will develop greater trust in your brand, and you will also give your customers an opportunity to tell others how great your company is - so you don't have to do it yourself.

Use social media for customer service

Your social followers are likely to want to interact with you online. While some users of your brand on social media just want to digitally pat on the back, others would likely be happy to voice a concern or suggestion. Don't be afraid to interact with your followers by answering their questions or thanking them for the mentions. A study by Nielsen showed that 33% of customers prefer to interact with brands through social media rather than the phone.

PinkBlush, an online maternity wear retailer, also answers questions that followers ask on Facebook. In the following post, a customer asked about how fast PinkBlush can deliver to New Jersey. PinkBlush responded directly to this customer and provided a link to their own website where the customer could get more information and make a purchase.

Decision phase

During the decision-making phase, your customer is about to make a purchase decision. In this context, a Forbes survey is relevant, which shows that 78% of respondents let companies' social media posts influence their purchases.

Accordingly, in this phase of the buyer's journey, you should try to inspire potential buyers with relevant content via social media in order to influence their decision in favor of your brand. For example, you could offer them a demo of your product or a special offer - in a Knowledge Networks PDI survey, 58 percent of nearly 1,800 respondents said they would buy a product after trying it.

If you provide such a demonstration of your product or even exclusive offers on social media, this should have a significant impact on your conversion rates. The goal is to incentivize your followers to make a purchase.

Dollar Shave Club has included a link to its website on its Instagram profile that allows users to sign up for a subscription and have their shaving supplies delivered right to their doorstep. You too should use your profiles - even the biography section - to offer your customers several ways to easily make purchases from you.

Conversion phase

In the funnel conversion phase, you have successfully led your customers to purchase. At this stage, you can now align your social media strategy to attract brand advocates or influencers to your brand. The type of content you are creating now should be easy to share so your followers can pass it on to their own subscribers. This in turn creates new leads for you for the top of your funnel.

Allow your users to share their purchases on social networks

You should definitely give your users the opportunity to share information about the purchased product with their own followers after their online purchase. This will make your brand better known and have a positive impact on potential customers with minimal effort on your part. So give your customers this opportunity to express themselves positively about your brand.

Start a competition for user-generated content

We can't stress enough how important user-generated content is to a successful social media strategy.

During the conversion phase, you have a great opportunity to turn all of your followers into brand ambassadors by encouraging them to create content for your brand. National Geographic, for example, asked users to submit photos to win a trip to the Galapagos Islands. The company put all submissions on its website, including sharing buttons under each submission to make it easier for visitors to share on social media.

Pay attention to the wishes of the users

Unsure what type of content to create for your social media campaign? In the following, we have included a brief overview of which social media posts encourage consumers to share posts and leave as many "likes" as possible.