Here are some stats that show how social media influences consumer buying behavior: 66% of customers say that social media images from other customers have inspired them to purchase products from a new brand.

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Online stores with a social media presence are more likely to draw 32% more sales compared to those that do not have one.

Facebook is the most thriving social media platform when it comes to social commerce, with almost 85% of the social media sales coming from Facebook alone.

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Positive reviews can boost conversions by 133% for mobile shoppers.

These stats make it evident that staying attuned to evolving consumer behavior is more of a necessity than a luxury in today’s social media-driven world.

In this blog, we will explore five ways social media has made an impact on consumer behaviors. But first, let’s discuss what social media consumer behavior means.

What is social media consumer behaviour

Social media consumer behavior refers to how people act and make decisions while interacting with brands, products, and services on social media.

This behavior includes everything from browsing and interacting with social media content to making purchase decisions. With social media platforms like Facebook, Instagram, and Twitter changing how customers find, assess, and purchase goods and services, consumer behaviors have changed significantly in the modern day. 

Therefore, analyzing factors like social media trends, consumer psychology, and brand perception is essential to understand customers’ brand preferences, their responses to advertising campaigns, and how they share online experiences.

5 Ways social media has made an impact on consumer behavior

Here are five ways social media makes an impact on consumer behaviors:

1. Consumers invest in social commerce

Social media facilitates product discovery by exposing users to new products through targeted ads, influencer endorsements, and organic posts. Platforms like Instagram and Facebook enable seamless browsing, allowing users to explore brands effortlessly. 

This has led to the advent of social commerce, a phenomenon where popular social media channels integrate shopping features, enabling direct purchases without leaving the app. 

Interactive content, user-generated posts, and peer recommendations further drive engagement and trust, making it easier for consumers to discover and buy products within their social media feeds. This ultimately streamlines the path from discovery to purchase. 

For instance, Natori, the women-built luxury fashion brand, registered a 100% increase in revenue within a few weeks of them implementing shopping features on their Instagram account.

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2. Consumers trust influencer recommendations

Did you know that 70% of consumers believe that influencer marketing plays a major role in impacting their purchase behaviors? When influencers endorse products, their genuine and relatable recommendations resonate more than traditional ads, thereby building trust with their followers. This authenticity builds brand awareness, drives engagement, and encourages followers to buy the brand’s products. 

Content made by influencers showcase real-life use and benefits, providing social proof that influences purchasing decisions. Thus, effective influencer marketing strategies help marketers tap into influencers’ established audiences, reach targeted consumers, foster trust, and drive conversions. 

For example, Blue Apron, an ingredient-and-recipe meal kit service engaged 92+ influential YouTube food vloggers and 200+ Instagram content creators to expand its reach and ended up with 7.4+ million impressions, 42k+ clicks, and 1.9x ROI on its marketing budget.

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3. Consumers depend on social media for customer service

Social media has revolutionized customer service interactions. Before social media, customers would have to connect with brands via phone or email, which came with the notorious wait times for a representative to answer questions. Following the rise in usage of social media, customers can now share their thoughts and raise their concerns simply by posting on these platforms and tagging the brand. 

Thus, customer success driven by social media influences consumer behaviors by providing quick, accessible, and personalized customer support on social media platforms that foster loyalty and trust, improving customer satisfaction. 

Furthermore, such positive interactions and transparent communication publicly demonstrate a brand’s commitment to customer care, encouraging others to engage and purchase. 

For instance, Zappos, a popular clothing and shoes brand, uses social media channels like Facebook, LinkedIn, and Twitter to empathize with customer complaints and “wow” them with their service.

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4. Consumers buy based on social proof

Social media is teeming with social proof, which is an increasingly important factor in consumers’ buying decisions. Positive reviews, testimonials, and user-generated content like photos and videos from real customers build brand credibility. Seeing social mentions from happy customers, especially from peers or influencers, assures potential buyers of the product’s quality and value. 

Thus, social proof reduces uncertainty, making consumers more likely to choose a product that appears well-received, driving higher conversion rates and sales. 

Take Daniel Wellington, the luxury watch brand, for example. The brand showcases a customer photo wall of pictures posted on Instagram on its website. Such user-generated content is a great source of social proof, enticing new visitors to purchase the product.

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5. Consumers seek brands that embody their values

The new generation of consumers, i.e., the GenZ, are particularly concerned about a lot of important social causes, such as environmental sustainability, ethical labor practices, animal welfare, and more. This presents forward-thinking brands with a unique opportunity—talk about the values they pledge to on social media to create a memorable impression upon brand loyalists as well as new customers.

For instance, Nau, a Portland-based apparels company, portrays a commitment to creating versatile, functional, and durable clothing for men and women using sustainable materials like 100% recycled polyester and organic cotton. Nau also donates 2% of each sales to partner organizations, including EcoTrust, Mercy Corps, and People For Bikes. With campaigns such as #NauGiveback and #NauSustainability, the brand garnered thousands of impressions on Instagram and boosted their brand value and loyalty.

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Bonus: How Keyhole can help you track consumer behaviour?

Keyhole is a social media analytics and social listening application that lets users monitor accounts, hashtags, and keywords on many platforms. 

It mainly helps marketers, agencies, and brands, who want to tap into social media consumer behaviors to improve their social media strategies.

Some of Keyhole’s standout features include:

1. Social Media Listening

Keyhole lets you tune into global conversations, letting you know what people are saying about your brand, products, and competitors. This includes — 

• Recording every brand mention and industry hashtag relevant to your business. 

• Enabling you to spot trends in seconds by monitoring industry leaders, competitors, and opportunities to ensure your brand remains agile and relevant. 

• Tapping into your audience’s emotions about your brand using sentiment analysis and thus, monitoring your brand’s online reputation effectively.

Keyhole’s campaign insights also help brands source top-performing influencers, track multiple campaigns, and access critical data in real time, thus allowing brands to refine their social media strategy for better engagement.

2. Social Media Analytics

Keyhole provides an all-in-one keyboard to track campaign performance and create comprehensive reports for Instagram, TikTok, Twitter, Facebook, and LinkedIn in minutes. This includes —

• Monitoring essential engagement metrics across all your social media accounts in real-time, understand the impact of your posts, stories, and hashtags. 

• Maximizing your social interactions using the insights you gather so that you may post at the perfect time, craft content that best connects with your audience, and repurpose top-performing posts to drive better brand visibility. 

• Customizing your social media reports with your own branding elements and exporting as Google Sheets, Excel spreadsheets, or a simple link with custom URLs to your dashboard. 

3. Historical Insights

Keyhole reveals historical social media data, offering a full-picture view of what your audience thinks and wants. 

This includes —

• Spotting market trends worldwide and how they integrate into unique local dynamics to help brands deepen their consumer understanding. 

• Staying ahead of shifts in consumer trends and anticipating market needs. 
• Empowering brands to create better-performing campaigns, collaborate with the perfect brand-fit influencers, and meet and exceed customer expectations with product innovation.

Final thoughts

Social media has completely changed the way consumers engage with brands and make purchasing decisions. 

While consumers may now use social media to discover new products and gather information that helps them make informed purchasing decisions, brands who understand this impact may use social media to their advantage to stay ahead of the competition, increase conversions, and foster long-term relationships with their audience. 

Thus, both consumers and brands may interact and learn about each other more readily.
Following the strategies highlighted in the blog can help brands listen to what matters to their audience and optimize their marketing and sales efforts. To stay relevant to the changing patterns in consumer behaviors, leverage a social media listening tool like Keyhole today!

Author Bio

Sapna Singhal is a Freelance Content Writer who specializes in writing data-driven blog posts around B2B Marketing and SaaS. She has over 5 years of experience in content writing and marketing. When she’s not writing, you can find her chit-chatting with her sisters or reading books!

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The post The Impact Of Social Media On Consumer Behaviour appeared first on Keyhole.

One of the best ways to do that is by integrating chatbots across all social media platforms to ensure that you quickly connect with your customers and provide relevant information.

The reports have shown that 60% of millennials who use social media have often used chatbots for support. It highlights the need for AI chatbots for companies across industries.

Let’s take a look at how chatbots can enhance customer experience on social media platforms.

10 ways chatbots improve customer experience on social media

Implementing the best chatbots for social media can help businesses in several ways, from enhancing interaction to ensuring lower numbers of unsatisfied customers. Here is the complete list of benefits of chatbot:

1. 24/7 availability and instant responses

Chatbots are available around the clock and provide immediate responses, helping improve the social media customer experience.  Chatbots are always online and available to help consumers, unlike human agents who have limited working hours and availability.

Due to this constant availability, client inquiries are promptly handled, cutting down on wait times and raising satisfaction levels. Chatbots that deliver immediate responses can efficiently and effectively handle frequent problems, offer information, and assist users with procedures.

Here is an example of KLM, which introduced BlueBot (BB) – an artificial intelligence-powered tool that helps its customers book flights through Facebook Messenger. Customers can interact with BlueBot, get answers to their questions, and book a flight accordingly. This quick response and easy booking process keeps KLM’s customers happy.

2. Personalized interactions and product recommendations

Customers want personalized solutions every time. According to a study from McKinsey, about 71% of customers expect businesses to lend personalized interactions.

Hence, by leveraging data from past interactions and user preferences, chatbots have the ability to tailor responses to customer queries. From answering the question precisely to providing just the right product recommendation, chatbot implementation on social media is a must.

3. Efficient customer service and query handling

Customers often prefer social media platforms to get quick answers to their questions. With AI-powered chatbots in social media platforms, businesses can ensure that queries are handled quickly. Businesses can also leverage AI development services to create customized, intelligent solutions that enhance customer experiences and streamline their support operations.

It ensures that users get the help they need promptly, further minimizing frustration and enhancing overall satisfaction. Also, chatbots can also handle various queries simultaneously to ensure uninterrupted services even during peak hours.

Sameer Bhatia, the founder and CEO of ProProfs Chat, emphasizes, “Today’s customers demand speed and precision in support, especially on social platforms. ProProfs Chat helps brands meet these expectations by ensuring every query is addressed instantly, boosting customer satisfaction and loyalty.”

For instance, let’s look at the example of Domino’s.

Domino’s Facebook Messenger enables customers to place orders from various devices. Saving the order history also helps users re-order, track orders, and estimate the delivery time. Real-time order tracking and delivery time estimation are other features offered by the bot to make sure users are informed and happy with their purchases.

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4. Multi-lingual support

Conversational AI chatbots lend several benefits to businesses that operate at a global level. At times, it can be hard to handle customers with different languages, and building a team for each can be costly.

Chatbots can communicate in various languages, breaking down language barriers. Further, this helps provide support to a global customer base, ensuring that users always feel in place.

5. Data collection and analysis for service improvement

Chatbots enhance the social media consumer experience by gathering and analyzing data to enhance services. Chatbots record and analyze user interactions to obtain important information about user behavior, preferences, and common problems. 

Businesses can use this data to monitor satisfaction levels, identify patterns, and identify areas that require improvement. They can also make well-informed decisions to improve their offerings in terms of goods, services, and customer support tactics, resulting in a more customized and effective customer experience. 

For example, Snap Travel lets users find and book rooms through SMS texts and Facebook Messenger. The Facebook Messenger chatbot from SnapTravel helps customers book hotels more quickly by gathering information about their search history and travel preferences. It further provides personalized hotel recommendations and deals using this information, improving the user experience overall and possibly leading to more reservations for SnapTravel.

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6. Seamless integration with marketing campaigns

Chatbots enable easy integration with marketing efforts, improving the social media consumer experience. Through direct user engagement on social media platforms, they offer prompt responses and tailored interactions that complement existing marketing and promotion campaigns. 

For instance, chatbots can assist clients with the shopping process, tell them of special offers, and respond to inquiries on goods or services that are advertised. Customers will receive a unified and interesting experience with this connection, which guarantees that marketing communications are sent out efficiently and on time.

7. Real-time feedback and survey

For any brand to grow, regular feedback and reviews are important. Chatbots improve customer experience and business growth on social media by collecting real-time feedback through surveys and feedback.

It helps immediately collect customers’ feedback and helps companies understand their target audience’s needs and preferences. Further, a clear picture helps in building just the right strategies for better growth.

8. Cost-effective customer support

Every business looks out for ways to cut their cost. Hiring and training human resources to manage customer’s questions can be costly, putting a financial burden on the company.

On the other hand, chatbots and conversational AI software help automate routine inquiries and support tasks, as well as improve customer service. Hence, brands can save plenty of money with live chat.

For instance, Adobe’s Twitter chatbot, “AdobeCareBot,” provides customers with assistance in troubleshooting, accessing product information, and tracking orders. This automated support system ensures timely responses and reduces wait times, allowing human agents to focus on more complex and customer service tasks. By leveraging AI technology, Adobe enhances customer satisfaction and operational efficiency.

9. Integration with other systems

Chatbots improve the social media consumer experience by integrating easily with e-commerce sites, customer relationship management (CRM) systems, and other business tools. With the help of this integration, chatbots may now access and use crucial data, including account information, order details, and customer history, to deliver thorough and customized service. 

Chatbots can effectively manage a broader range of customer concerns, from tracking orders to changing account details, because they have access to all pertinent information. It guarantees a smooth and consistent user experience through all platforms and touchpoints.

10. Consistent and error-free service

Chatbots, as compared to human agents, respond to questions consistently, removing the possibility of inaccuracy and unpredictability from human error. This dependability builds more client trust in the brand by guaranteeing that users of the chatbot always receive accurate and trustworthy information. 

Consistently providing high-quality service makes the customer experience easier and more fulfilling, which boosts loyalty and general satisfaction.

Hence, no matter what industry the business belongs to, implementing live chat across various social media platforms is necessary in today’s time. Now that you know how chatbot conversation can help enhance social media engagement, the next will explain about the chatbot implementation process.

Best practices for implementing chatbots to social media platforms

In order to gain the desired results, it is essential to choose the right strategies for building AI-powered chatbots and implementing them on various social media platforms.

1. Define objectives and use cases

The first step for implementation is clearly defining the particular goals and purposes of the chatbot. Whether it will handle FAQs, provide product recommendations, or assist with order tracking, the objectives should be clear when building and updating the chatbot.

2. Choose the right platform and technology

Once the goal is clear, the next step is to choose the technology that best suits the needs. One must consider factors like easy integration with existing systems, scalability, and ability to handle NLP. Some popular platforms include Dialog Flow and Microsoft Bot Framework.

3. Design conversational flow and content

Next, create a detailed conversational flow and map out potential customer queries for better customer experience. It must include a decision tree for complex queries and content that aligns with the brand’s tone and voice. It is also important to incorporate fallback responses for when the chatbot encounters unfamiliar questions.

4. Integrate with existing systems and channels

The next step is to integrate AI chatbots with the social media platforms. It should be accessible across all channels to help customers easily interact. Proper integration will help in providing consistent support across all touchpoints.

5. Test, monitor, and optimize

Once the chatbot is implemented across social media platforms, the final step is to test its functionality and fix any issues. It is also important to monitor the chatbot’s performance and analyze user interaction for improvements. Further, this data can be used to refine and optimize the chatbot.

Other than integrating chatbot practices into social media platforms, you can also improve the users’ experience with strategies like hashtag tracking and social listening. With Keyholes’ hashtag tracking practices, brands can gain real-time performance measurements.

With comprehensive insights, Keyhole helps businesses stay ahead of trends and outperform competitors.

Takeaway

With the best practices, top brands like Google, Domino’s, Sephora, and many more have enhanced customer engagement and social media marketing. With the right strategies, entrepreneurs can grow their businesses quickly.

Also, building and implementing chatbots with the right techniques is crucial to ensure that brands meet the desired goals and achieve the best. With Keyhole, you can boost your social media strategies to the next level.

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Beyond quality products, competitive prices, and great customer service, the mainstay of those connections is your content. That content can take various forms, everything from social media posts to blogs.

One big area of content is user-generated content (UGC). What is UGC, how can you use it to your benefit, and how do you find the people making it?

What is UGC?

The most important thing to note is that UGC creation is done by real people. That’s not to say your marketing team isn’t real but in this case, it refers to people outside your team. The main groups you will find in the UGC creation sphere are:

• Customers. This will be your primary source of UGC content. They will have had a positive experience with your brand and are happy to share their thoughts on that experience. 
• Employees. You may not think of your employees as being the best source but they can help enhance your brand’s reputation and story. They can offer behind-the-scenes glimpses into your brand that can engage well with customers. 
• Brand ambassadors. When you have brand ambassadors, they will often be long-term loyal customers who are happy to take any opportunity to extol your brand’s qualities. 
• Influencers. This is the only UGC creation group that you might pay for. While this group often has a large amount of followers and can produce slick content, there is a certain inauthenticity to their content that may put some customers off. 

So, UGC is any type of content that is mainly created by people outside your organization and is, other than that created by influencers, free. Just because you’re not paying for the content doesn’t mean you’re compromising on quality. With the various free editing apps and the quality of modern smartphones, a lot of UGC looks almost professional. 

Types of UGC content

The next thing to think about when it comes to UGC creation is what forms it can take. Simply put, if it can be posted on your website or social media platforms and you think it will engage with people, then it can fall under that umbrella. Some of the most popular types of UGC content are:

Screenshot sourced from Instagram

Social media content

When someone posts something related to your brand on their social media feeds, that’s UGC. It could be as simple as them wearing branded clothing on holiday and praising the quality and comfort. 

Screenshot sourced from wearpact.com

Reviews

When you consider that 91% of people read online reviews at least once per month, you can see how important they are. Reviews represent real-life experiences of your brand and products and can play a major role in purchasing decisions. 

Screenshot sourced from Ruffwear.com

Blogs

Like reviews, blogs may focus on highlights of your brand or the writer’s experience with a product or service. They can go into greater detail than a review and may lead to blog subscribers showing more interest in your brand. 

Screenshot sourced from Instagram

Videos

With the growth of TikTok and Instagram Reels, videos have become a major UGC marketing tool. The videos can range from unboxing a product to showing it in use. 

Screenshot sourced from Instagram

Hashtags

Although not a type of content, hashtags can increase the audience of UGC content by tying it to a business-led marketing strategy. 

Screenshot sourced from Instagram

Surveys

If you have conducted any sort of survey, you can collate all the data to create content that shows potential customers what people want or think.

The benefits of UGC content 

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The first benefit you may think of when it comes to UGC creation is cost savings. Unless you’re using influencers, UGC won’t dent your marketing budget. However, you need to look beyond those savings and see what other benefits UGC will bring.

1. Trust and authenticity 

Because UGC content comes from real-life experiences, it can instill more trust in your brand and comes across as more authentic than content created by your marketing team. With 79% of people saying that UGC has a major influence on purchasing decisions, it builds a major bridge between your brand and your target audience. 

Content marketing insights generally highlight that leveraging UGC can significantly improve consumer engagement and conversion rates, underscoring the effectiveness of these strategies.

2. Better sales and conversion figures 

Of course, your ultimate goal is to boost your sales and conversion rates. By improving your brand’s awareness and trust levels, you are bringing new customers into your sales and marketing funnels.

UGC can show that your products and services are good and can then lead to sales. For example, potential customers may read a blog about your AI recruitment system and it can encourage them to read more and hopefully buy. 

3. Reduce the pressure on your marketing teams 

Constantly creating content – and ensuring it’s high-quality content – can be a big ask, especially if your marketing team is small. Accessing content from UGC creation can make that job easier and your team will be more curating than creating.

This is not to say that they won’t be creating any content, but it allows them to focus on major campaigns and to use UGC for regular posts.

4. Better engagement

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People will not always move through your marketing funnel (or sales funnel) quickly. They may not have a need (or desire) for what you offer right now but that may change in the future. UGC can increase – and maintain – engagement rates so that both existing and potential customers will see that you are consistent in what you offer. 

5. Increased brand exposure 

UGC can both directly and indirectly boost your brand awareness. Someone might see a great UGC video and talk about it to their friends. This social proof can introduce your brand to people who may not previously have seen any of your content and can encourage them to want to discover more about you and what you do.

How to find UGC content creators

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Just as you may use a good diversity sourcing strategy to find a wide range of talent, you also want to source a wide range of UGC content. Some of those creators will be on your doorstep so you shouldn’t hesitate to contact and encourage them to produce UGC for you. To find others, you may have to cast a wider net.

1. Doorstep creators

Your doorstep creators are those already creating brand-related content or who are working in your organization. Employee-generated UGC can include behind-the-scenes videos that show customers what goes on behind your flashy website. This can help boost trust and authenticity and can engage well with customers as it’s honest in what it’s portraying. 

Screenshot sourced from TikTok

You may already have identified existing UGC creators from product reviews and posts on your social media platforms. This can be a rich source of content that you can nurture into your content pipelines. 

2. Influencers

While this group may lack the authenticity of other UGC sources, it can still be a good way of widening your reach. Look on social media for influencers who are either working in your sector or a closely related one. They can be beneficial for smaller companies who want to see rapid growth and enter new markets. 

Screenshot sourced from Instagram

3. Social media 

You may be using social media monitoring tools to track any mention of your brand whether positive or negative. This can be a great way of identifying existing or potential UGC creation experts. You can approach them and ask to use content already posted or ask them to create new content. For example, you may want some UGC for an upcoming campaign.

Screenshot sourced from Instagram

4. Hold a contest 

An effective way of identifying good UGC creators is to hold a competition. This will often include – or take the form of – visual content such as images or video. It’s not just about the winner becoming a UGC creator for you; there’s a good chance you could identify several talents who you can add to your UGC content strategy. For videos, you could post them all on your social media platforms or YouTube channel and let customers decide the best. 

You only have to look at e.l.f. Cosmetics’ #EyesLipsFace campaign to see how successful this tactic can be:

Screenshot sourced from TikTok

5. Brand ambassadors 

You will already have people you identify as loyal customers. You may even have an existing brand ambassador program and this can be the ideal pool for UGC talent. They will likely already be advocating for your brand and asking them to create UGC is just taking that a step up. They may already have created content that you have used or can use. 

Screenshot sourced from TikTok

6. Ask!

Perhaps the easiest way to find UGC creators is simply to ask new and existing customers. When someone makes a purchase from you, you send them an email (often automated) confirming their order and thanking them for their custom. You could customize that email and add a request for them to create content (such as an unboxing video or a video showing them using the product). Alternatively, you can include a thank you/UGC request note in the box itself. 

Screenshot sourced from UpCircle customer email

Takeaway

UGC creation presents a great opportunity for brands to boost their awareness while establishing trust and authenticity. When it comes to your marketing and content creation teams, UGC content can also reduce costs and pressure. When done properly, having a robust UGC content strategy is also going to help boost your sales and conversion rates. 

The type of UGC content you use will always depend on the type of business you have. While reviews and testimonials will always be popular, a blog will be very good for technical or SaaS products while a video would be ideal for a household item such as a coffee machine. Of course, as with other marketing content, a relevant mix of types will most likely be ideal.

No matter which type of UGC content you go with, one of the best ways of making sure it’s effective is to use a social listening tool.

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According to statistics, the platform boasts over 1 billion monthly users, out of which 90% follow at least on business. 50% of users have also stated that their interest in a brand increases when they see ads on Instagram.

To build brand awareness, Instagram marketing is essential. But engagement is the primary element here — and reels aren’t always enough for that.

Then how do you improve your brand’s engagement rate on Instagram? The best way here is to calculate it with precision and efficiency.

In this blog, we will discuss what Instagram engagement rate is and how to increase it for the best results. 

What is Instagram engagement rate?

Instagram engagement rate is the quantitative measure that calculates what percentage of your total followers have interacted with your Instagram posts. It accounts for the number of likes and comments on a post and your overall follower count. 

Sometimes Instagram engagement calculator also considers the number of impressions, saves, and shares a post receives.

Why does your Instagram engagement rate matter?

Here are some reasons brands should focus on increasing Instagram engagement:

1. Build authority

When you drive good engagement on your Instagram profile, your target audience notices it. If you have a significant number of Instagram comments, likes, and views on your posts, it makes the audience curious. 

Not only your target market, but high engagement can also bring people who are not your target viewers. Remember, it’s always good to add new followers and fans to the list.

For example, Puma focuses on sports and fitness shoes and apparel. But it does not limit its fan base on Instagram to athletes and fitness enthusiasts.

2. Remain relevant

A high engagement rate keeps your brand relevant on a crowded platform like Instagram. It pushes the Instagram algorithm to prioritize your content on the platform. 

This way, you constantly reach more and more of the right people who would be interested in your brand. A high engagement rate also makes content go viral and reach a wide audience base. It can start online conversations on your brand and drive interest in your products. 

3. Gauge audience interest

Examining the engagement rates helps you gauge how your followers are responding to your content. High engagement in your content signifies that your viewers are resonating with your posts. That means your Instagram content strategy is working.

Low engagement rates tell you that there are areas for improvement. It allows you to identify your weaknesses and work on them to create a successful Instagram marketing campaign. 

4. Assess the social media strategy’s success

Engagement tells you how your audience is reacting to your social media strategy. When you measure the engagement rate, you get a quantifiable image of your social media marketing strategy’s success. This drives you to bring necessary changes and do consistently better with each analysis. 

Now that you know its importance, the next step is to understand what a good Instagram engagement rate is.

What is a good Instagram engagement rate?

A good engagement rate on Instagram is not a uniform concept. It depends on the industry you are active in, your products, your targeted audience, and your business model. It varies for B2B and B2C and depends on other additional factors. 

However, according to reports, the average Instagram engagement rate is 0.67%. 

While as per research by Social Insider, travel is the most engaging industry on Instagram, boasting an engagement rate of 1.41%. 

The brands dealing with arts and crafts have an average Instagram engagement rate of 0.53%. The automotive industry typically gets an average engagement rate of 0.83.% on Instagram. 

Now, the next step in the process is to learn how to calculate your Instagram engagement rate. This will help you assess whether your performance is above or below average.

How to calculate the Instagram engagement rate?

Here are some of the most popular formulas to calculate the Instagram engagement rate for your brand. 

1. Engagement rate by reach (ERR)

The most common formula of them all, this method calculates your brand’s Instagram engagement rate based on your reach on the platform. This formula measures the segment of the audience who engages with your content after seeing it.

The following formula here applies to a single post:

Engagement rate by reach = Total number of engagements per post/Reach per post * 100

For example, suppose Nike has 51,759 likes on their most recent post.

Here they will calculate the likes and the comments to determine the total engagement rate per reaction on this post.

The next step is to calculate the average engagement rate across multiple posts. Here, you add up all the ERRs from the posts you want to evaluate. Then divide that by the number of posts.

Average ERR = Total ERR / Total posts

For example, if post 1’s total ERR is 5.6 and post 2’s is 6.2, then the average ERR will be:

Post 1 (5.6%)+ Post 2(6.2%)/2 = Average ERR (5.9%)

Here are the pros and cons of using this method:

• Pros: Not all your followers come across your content. Here, the reach can be a more accurate measurement than the follower count. This formula includes non-followers who may have found your content through shares, hashtags, and other means. Hence, the results are more precise. 
• Cons: Reach is not a very stable metric. It fluctuates for various reasons and is difficult to control. A very low reach can lead to a disproportionately high engagement rate and vice versa. So, keep this in mind before you make this your primary engagement measurement.

2. Engagement rate by posts

This formula measures engagement based on followers on a specific post. It shows you the rate at which followers engage with your content. While ER by post is like ERR, it does not use reach for measurements. This formula is popular with Instagram influencers. 

The formula for ER by post is: 

ER post = Total engagements on a post/Total followers X 100

To calculate the average engagement rate by posts, add up all the posts and divide it by the number of posts. 

Average ER by post = Total ER by post / Total posts

For example, if post 1 has 7% engagement and post 2 has 4% engagement, the average ER by post here is post 1 (7%)+ post 2 (4%)/2 = 5.5%

Here are the pros and cons of using this method:

• Pros: Unlike ERR, ER by post formula replaces reach with followers. This is usually a more stable metric on Instagram. 
• Cons: ER by post does not account for viral reach and cannot provide a full picture. With your follower count going up, there can be instances of your engagement dropping off slightly. Thus, it is important to see this stat alongside follower growth analytics.

3. Engagement rate by impressions

If you are running paid ads on Instagram, engagement rate by impressions is the most useful metric for you. Reach measures how many people see your content. But impressions examine the frequency of a post appearing on a screen.

Here is the formula to measure ER by impressions:

ER by impressions = Total engagements on a post / Total impressions X 100

To calculate the average, divide the sum of impressions by the number of posts you want to measure. 

Average ER impressions = Total ER impressions / Total posts

Here are the pros and cons of using this method:

• Pros: This formula comes in handy when you’re running paid ads and want to examine progress based on impressions.
• Cons: As this engagement rate equation uses impression as the base of calculation, it turns out to be lower than ERR and ER post equations. Impressions can be inconsistent. Thus, ensure you use it along with reach for best results.

4. Daily engagement rate

If you are aiming for long-term Instagram engagement analysis, you must include a daily engagement rate in your manual. This formula calculates how often your followers are engaging with your account daily. 

While engagement by reach measures engagement based on the maximum exposure, the reach can be inconsistent. Here, the daily engagement rate can come to your rescue as a supporting stat.

Here is the formula to measure daily ER: 

Daily ER = Total engagements in a day / Total followers X 100

To determine the average daily ER rate, use the following formula:

Average Daily ER = Total engagements for x days / (x days X followers) X 100

For example, let’s say you are measuring average daily engagement for 40 days. Your following is 600. And the total engagement for 40 days is 50000. So the calculation here would be:

Average daily ER = 50000/(40X600)X100 = 0.020%

Here are the pros and cons of using this method:

• Pros: If your goal is to understand how often your followers interact with your account daily, this equation is very useful. It takes engagements on both new and old posts into the equation and gives you quite an extensive picture. You can also customize this formula to fit specific cases. For example, if you only want to measure daily likes on the brand’s profile, you can adjust the “total engagements” accordingly.

• Cons: Despite its usefulness, ER by impression leaves significant room for error. For instance, the same follower may engage with a profile 10 times a day, while 10 followers may only engage once. This formula does not adjust to this anomaly.

Engagement can also vary with the number of content you post daily. Hence, we suggest considering your daily engagement against the number of posts.

Read More: Nike’s Social Media Strategy: A Deep Dive

5. Engagement rate by views 

If your Instagram marketing primarily depends on video content, ER by views is the perfect equation for you. This calculation will tell you how many viewers choose to engage with your content after watching your videos and reels. 

Here is the formula for calculating ER by views: 

ER by view = Total engagements on a video post / Total video views X 100

To calculate the average, use the following formula: 

Average ER view = Total ER view / Total posts

For example, if your total ER view for 20 posts is 4000, then your average ER view is: 4000/20 = 200. 

Here are the pros and cons of using this method:

• Pros: Good for brands depending on reels and video content. 
• Cons: Calculations often include repeat views from a single user

Now that you know how to calculate your Instagram engagement rate, here’s how you can work towards increasing it.

5 Tips to increase Instagram engagement rate

1. Maintain brand consistency 

To establish an identity for your brand on Instagram, you must portray an easily recognizable image. To do that, maintaining consistent branding is key. 

First things first, your username has to be the same or similar across all your platforms. 

Visual consistency is important as well. The format should be the same across all your posts. Let’s look at Nike’s profile, for example. 

Whenever they post a picture, the filter and quality remain the same throughout the profile. The backgrounds they use are similar as well. 

For typography, Nike uses the same font and similar background for all its posts. They also use the same filter for every picture they post. 

With a consistent aesthetic across your Instagram profile, your brand becomes more recognizable and appealing to your audience. It helps you build brand authority.

2. Post routinely and regularly

After completing thorough research on your target audience, make sure you get a hold of their reach by posting regularly. This is something every top brand swears by. 

Analyze your competitors and see what frequency works for your niche on Instagram. Try to embody that in your brand’s Instagram marketing. When you decide on a schedule, stick to it — be it one post every day or three posts a week. 

You can use Keyhole’s publishing feature and schedule unlimited posts to multiple social media platforms. It will in turn gather insights like your optimal time to post, most engaging media type and post type, top posts, etc.

3. Create catchy captions

Your captions have to be attention-grabbing. You can go with short, witty, and light-hearted captions that reflect your brand voice. If you are posting long captions, make sure it tells a story and is easy to read. 

For example, if you see Fenty Beauty’s Instagram posts, it always includes captions that celebrate the beauty of all shapes and colors. These are very much reflective of their brand image and grab attention with their smart wording. 

4. Use quality hashtags

If you want to stay relevant on Instagram, using trending hashtags is a must. It helps you frequently appear in the explore section and drives organic traffic. 

However, using any trending hashtag would not work. Instagram captions can hold up to 30 hashtags per post. It has to be a mix of popular and specific, long-tailed keywords. 

For example, if you’re running an Instagram for your tourism company. You should use common hashtags like #travel, #beach, and #mountains.

For example, here is a shoe brand that’s primarily active on Instagram. They dedicated a pair of shoes in honor of the late Kobe Bryant. The hashtags they used in the caption apply to their brand and are still trendy and appealing.  

5. Engage with your followers

To establish a strong Instagram presence, you need to engage with your audience proactively. They must be able to reach you through your Instagram posts and rely on you with any doubts and questions. 

Many top brands conduct Q&A sessions through their stories. You can also engage with your customers through their comments. You can answer their queries or can just thank them for engaging with your content.

Read More: A Guide On How To Do An Instagram Competitor Analysis In 5 Steps

Keep tabs on your Instagram engagement rate with Keyhole

To make a strong identity on Instagram, your engagement rate has to be top-notch. 

For that, you need to monitor your engagement rate based on different formulas and metrics. This will tell you whether your Instagram marketing strategy is succeeding, or needs a little polishing. 

However, remember that no metric is consistent, and the results will vary. Thus, make sure you compare the metrics with each other. This will ensure more precision in the results. 

But measuring multiple metrics for different posts is not always workable with manual methods. Here, Keyhole’s superior analytical capabilities can help you out. 

With its social listening features, you will never miss a relevant trend. The powerful analytics will not only assess your performance but also will benchmark it against your competitors.With Keyhole, you will always thrive for improvement and outperform your contenders in no time.

The post How To Calculate Instagram Engagement Rate In 2024? appeared first on Keyhole.

Today, where traditional advertising methods often fall short, brands are turning to their customers to create and share authentic content.

This approach not only bolsters brand credibility but also fosters a deeper sense of community and trust among consumers.

This blog post will dive into the meaning of user-generated content, its numerous benefits, the various forms it can take, and best practices for leveraging it effectively. 

What is user-generated content? 

User-generated content (UGC) refers to any form of content — such as text, videos, images, reviews, and social media posts — created and shared voluntarily by customers, fans, or followers of a brand, often based on their genuine experiences and opinions. 

This approach is more compelling than traditional advertising because it offers authentic insights into how real users perceive and interact with a brand’s products or services. Plus, it enhances brand credibility, engages a broader audience, and fosters a loyal community.

UGC comes in diverse forms, ranging from a simple tweet to a comprehensive video review, providing a multifaceted view of customer interactions with a brand.

Example: NIC and Social Pill initiated the #NICSummerLeague campaign, a Predict & Win Contest, during the cricket season to enhance engagement and reach on Instagram. Lasting from March 17th to May 27th, 2023, the campaign invited participants to predict match winners weekly, offering 100 winners the opportunity to receive a free NIC Honestly Crafted Ice Cream Tub. 

During the campaign, the content reached about 3.1 million users on social media, garnering a total of around 3.4 million impressions. There were about 97K engagements with the content and around 6.5K individuals participated in the campaign’s contest through Instagram — demonstrating active engagement and participation from the audience.

At the end of the campaign, the #NICSummerLeague reached 22.1 million accounts, contributing to its success in achieving the goals of increased reach and engagement on Instagram.

7 Benefits of user-generated content

A report suggests that consumers are more likely to trust authentic, unpaid reviews from real users than any other type of content. Further, the value of the global UGC market is expected to grow at a CAGR of 29.4% from 2023 to 2030. 

Here’s why businesses should harness the power of UGC:

1. Builds trust: Since UGC is created by real users, it tends to be more trustworthy. Potential customers are more likely to believe in the experiences shared by their peers than in brand-generated content. 

2. Cost-effective: Generating high-quality content can be expensive and time-consuming. UGC provides a steady stream of content at little to no cost to the brand. This can save marketing budgets and allow brands to allocate resources more efficiently.

3. Enhances community: UGC fosters a sense of community and loyalty among customers. When people see their content being used by a brand, it strengthens their connection and loyalty to that brand.

4. Boosts SEO: Search engines favor fresh, unique content. By incorporating UGC into your marketing strategy, you can boost your website’s SEO rankings. 

5. Enhances experience: UGC enhances the customer experience strategy by providing authentic evidence of real people engaging with and benefiting from the products or services, instilling confidence and trust in potential customers.

6. Valuable customer insights: The raw, unfiltered feedback in UGC provides a gold mine of insights into how customers think and feel about your products, their needs, pain points, etc. This data further helps in product development and marketing.  

7. Increased exposure and reach: When customers share about your brand on social media or other channels, it exposes you to their followers and personal networks, helping attract new potential customers.

6 Types of user-generated content 

User-generated content can take on many different shapes and formats. Such as: 

1. Reviews and testimonials

Customer reviews and testimonials are some of the most common forms of UGC. They provide valuable insights into customer experiences and can be featured on your website or social media platforms.

Tripadvisor heavily relies on user-generated reviews and testimonials. These reviews are critical for travelers looking to make informed decisions about hotels, restaurants, and attractions. You can ask them to record their videos. Later you can download loom video and place it in your sites as well.

2. Social media posts

Social media platforms are a goldmine for UGC. Customers often share their experiences, photos, and videos of products on platforms like Instagram, LinkedIn, Facebook, and Twitter. Brands can repost this content to showcase real-life usage.

Outdoor apparel brand Patagonia encourages customers to share their outdoor adventures and experiences using the hashtag #PatagoniaAdventure. Customers post photos and stories of their hikes, camping trips, and outdoor activities, often featuring Patagonia products in action. 

Patagonia then selects and reposts this user-generated content on their social media platforms. This showcases the brand’s connection to nature and outdoor enthusiasts while also highlighting the durability and performance of its products in real-life scenarios.

3. Blog posts

Enthusiastic customers may write detailed blog posts about their experiences with your products or services. These can be particularly effective in providing in-depth reviews and reaching niche audiences.

Tech blogs often write detailed posts about using a Jira alternative called Trello as their primary project management tool. Here’s a good example by MarketWatch: 

4. Photos and videos

Visual content such as photos and videos created by customers can be highly engaging. Brands can encourage customers to share visuals of their products in use, which can then be featured in marketing campaigns.

GoPro is known for its user-generated photos and videos showcasing adventurous activities captured with GoPro cameras. By sharing these on their official channels, GoPro not only promotes their products but also inspires others to capture their own experiences.

5. Unboxing videos

Unboxing videos are popular on platforms like YouTube and TikTok. They offer a genuine first-hand look at a product and can generate excitement and anticipation among potential customers.

Beauty subscription service Birchbox benefits greatly from unboxing videos created by influencers and customers. These videos offer potential subscribers an inside look at what they can expect in their monthly boxes, driving interest and subscriptions.

6. Contests and campaigns

Running contests and campaigns that encourage customers to create and share content related to your brand can generate a lot of UGC. For instance, a photo contest where customers submit pictures of themselves using your product.

Starbucks launched the “White Cup Contest”, encouraging customers to decorate their iconic white cups and share their designs on social media using the hashtag #WhiteCupContest. The contest generated a massive amount of user-generated content as customers showcased their creativity and artistic skills. The winning design was then featured on a limited-edition Starbucks cup. 

This campaign not only engaged the existing customer base but also attracted new customers eager to participate and be recognized by the brand.

5 Best practices for UGC 

To get the most mileage from UGC marketing, it’s important to follow some best practices. 

1. Set clear goals

Define specific, measurable goals that align with your overall marketing strategy. 

Ask yourself what you aim to accomplish with UGC. Are you looking to increase brand awareness, drive website traffic, boost engagement, or generate leads and sales? 

Once you’ve identified your goals, develop a detailed plan outlining how you’ll collect, curate, and leverage UGC to achieve those objectives. Consider factors such as target audience demographics, content themes, frequency of posts, and metrics for tracking success.

Your plan should also address any potential challenges or obstacles that may arise during the UGC campaign.

2. Repost UGC on relevant social platforms 

Start by identifying the social media platforms where your target audience is most active and align with your brand identity. These platforms can be Instagram, Twitter, and Facebook, as well as niche communities and forums relevant to your industry.

For B2B companies, LinkedIn is a valuable professional network where you can connect with industry leaders and potential clients. Whereas, B2C companies focus on channels, such as Instagram, Facebook, and Twitter where consumers are highly engaged.

Use search tools and hashtags to discover UGC related to your brand or products. Also, look for content that resonates with your audience and reflects positively on your brand. On LinkedIn, this can post testimonials and case studies. Similarly, product reviews, unboxing videos, and influencer collaborations work well on Instagram and Facebook. 

When reposting UGC, prioritize quality over quantity. Be selective in choosing content that aligns with your brand messaging and resonates with your audience. Further, avoid trying to maintain a presence on every social platform. Instead, concentrate your efforts on platforms where you can have the most impact.

3. Ask for permission and credit the user

Respecting the rights of content creators is crucial when leveraging UGC. Before reposting any UGC, reach out to the original creator via direct message or email and obtain permission to use their content. Clearly explain how you intend to use their content and provide details on how you’ll credit them.

When sharing UGC, always credit the original creator by tagging their username or handle in your post. Additionally, include a caption or comment acknowledging the creator and expressing gratitude for their contribution. 

Giving credit not only demonstrates respect for the content creator but also fosters positive relationships with your audience.

To reach influencers:    

• For B2C companies: Social media platforms offer direct messaging features to contact influencers. Additionally, emails remain an effective method. 

• For B2B companies: Reaching out via LinkedIn and email is common. If you want to compensate creators for the use of their content, deal desk software can simplify negotiation and documentation, ensuring fairness and transparency in compensation arrangements, and benefiting both parties involved.   

4. Highlight positive content but don’t ignore negative content

Look for content that showcases happy customers, glowing reviews, or creative uses of your products. Share these positive stories across your social media channels to reinforce your brand’s value proposition and encourage others to engage with your products.

However, negative UGC should not be ignored. Use constructive criticism and feedback from negative content to identify areas for improvement and address customer concerns.

Engage with users who share negative experiences and strive to resolve their issues promptly and transparently. This way, you demonstrate your commitment to customer satisfaction and continuous improvement.

5. Monitor the impact of UGC

To gauge the effectiveness of your UGC efforts, it’s essential to monitor and analyze relevant metrics, such as:

• Engagement metrics (likes, comments, shares)
• Website traffic and conversion rates driven by UGC content
• Brand sentiment and mentions across social media and online communities
• Growth in your brand’s following or community size
• Overall customer acquisition and retention rates during and after UGC campaigns

Use social media analytics tools and platforms to gather data and insights on the performance of your UGC campaigns — identify trends, patterns, and areas of success or improvement. Then, use these insights to refine your UGC strategy, optimize content creation and distribution, and allocate resources more effectively. 

By continually monitoring the impact of UGC, you can make data-driven decisions to drive better results and maximize ROI.

Summing up

Now that you know how user-generated content works,  tap into the power of this relatable, customer-driven content to engage existing fans, reach new audiences, and drive more sales.

While a degree of strategic planning is required, the effort to encourage participation, provide clear guidelines, and engage with contributors pays off in increased brand awareness, customer engagement, and more.

Ready to start sharing user-generated content across your social media platforms? Use Keyhole to streamline your UGC campaigns, track engagement, and measure the impact of your content.

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The post How To Use User Generated Content To Bring More Customers appeared first on Keyhole.

But do you think marketers can spare the time to search the internet for the newest marketing updates?

Certainly not!

Luckily, marketing newsletters have arrived to rescue us. These newsletters curate valuable information from the web and offer meticulously chosen insights to assist you in keeping ahead in the game.

Today in our blog, we’ll examine the top 8 marketing newsletters that you should sign up for in 2024. These newsletters, originating from top marketing experts in the industry, will help you filter information effectively to provide the necessary value. 

They include useful strategic observations and emerging marketing trends to help you maximize results and stimulate growth for your business. So, let’s get started. 

What makes a good marketing newsletter?

Not all marketing newsletters are created equal. Many are boring and full of fluff. Conversely, some newsletters attempt to include several messages in a single email.

The result? Confused and disgruntled readers. 

A marketing newsletter can only be considered a valuable marketing knowledge asset if it offers essential insights in a well-curated way. 

Here are some of the top attributes that make a marketing newsletter better than the rest:

• It delivers a unique value that the readers can’t get anywhere else. 

• It leverages a laser-focused approach and pivots around the most relevant and timely topics. 

• It includes crucial data, insights, and viewpoints that the readers can’t get on their own. 

• It features interviews or guest contributions from renowned industry experts to provide varied expertise beyond just the core editorial team. 

• It is relevant to the needs and interests of the readers. 

To develop a credible newsletter that people will love to subscribe to, it is essential to follow certain marketing newsletter best practices. 

8 Best marketing newsletters in 2024

Now, without any further ado, let’s look at the 8 best marketing newsletters you need in your inbox in 2024.

1. Keyhole

If you are interested in social media marketing, Keyhole is the first marketing newsletter you should subscribe to. 

This bi-monthly newsletter offers a brief summary of all current events in the social media industry. From the most recent updates on social media, including AI tools for social media, to the latest features, everything is provided in a unified location.

This newsletter covers engaging topics such as Meta Gala trends on social media, TikTok reels, Twitter ads, and much more. It is a must-have resource for anyone looking to maximize their social media strategy. 

Year it started: 2022

Frequency: Bi-monthly

Number of Subscribers: 100,000+

2. Marketing Brew

Marketing Brew is among the top publications created by the minds responsible for the popular business newsletter Morning Brew. This newsletter provides a wealth of valuable information, such as the most recent marketing industry news and trends, from Monday to Thursday.

The best part? The newsletter is crafted in an entertaining, casual, and captivating manner that makes it simple and pleasurable to read. It is the perfect blend of informative and engaging content, with the addition of some really cool GIFs and cultural nods.

This newsletter stands out for its coverage of expert opinions in the marketing industry and delves into subjects such as social media marketing, technology, influencer marketing campaigns, media, advertising, and related topics.

The extensive range offers a fantastic all-in-one summary for readers to effortlessly explore new ideas and possibilities in the marketing domain.

Year Started: 2019

Frequency: 4 times a week (Monday through Thursday)

Number of Subscribers: 50,000+

Click here to subscribe

3. Neil Patel’s Newsletter

Neil Patel is a well-known personality in the marketing world. Honestly, finding a marketer who hasn’t heard of him is a challenge. Isn’t it? 

The founder of popular tools like Answerthepublic and Ubersuggest is now famously dubbed a top web influencer. Through his years of experience, Patel has developed strategic insights that are unknown to most. He generously shares these insights and lessons in his free weekly newsletter. 

Neil Patel’s newsletter covers everything from tactics to boost SEO and link-building campaigns to developing content marketing strategies for email. Every edition offers fresh strategies that go beyond surface-level advice, helping marketers attain measurable results. 

The tone is straightforward yet engaging, making digesting critical marketing knowledge fun. It is an excellent resource for professionals looking to maximize their SEO and marketing skills. 

Year Started: 2015

Frequency: Weekly

Number of Subscribers: 1 million+

Click here to subscribe

4. TL;DR Marketing

If you are looking for a quick, easily digestible newsletter to stay informed about the newest marketing updates, look no further.

The TL;DR newsletter offers a concise overview of the latest digital marketing updates delivered in easily consumable titbits. Ideal for busy marketers, it offers updates without any distractions. The format is highly scannable, making it effortless to stay up-to-date.

The newsletter covers the newest insights on SEO marketing, email marketing for lead generation, paid advertising, social media, and more. Readers can even choose specific topics of interest to further declutter the email space.

All in all, the newsletter’s minimalist style, which saves valuable time, and its tight focus on all facets of digital marketing make it a great resource for marketers worldwide.

Year Started: 2018

Frequency: Daily

Number of Subscribers: 1 million+

Click here to subscribe

5. The Daily Carnage

Carney+Co. is a renowned digital marketing agency, specializing in design and development for web and mobile. A while ago, the company started its own newsletter to empower marketers with all the latest updates in the marketing world. 

Ideal for leaders and marketing nerds, this newsletter aims to keep you highly informed. From leading marketing tactics to valuable tools, each edition provides the readers with exclusive, hand-picked marketing content. 

Additionally, the diverse mix of concise write-ups, infographics, videos, podcast clips, polls, and more makes it easier to digest important content. 

The condensed summaries and commentaries also cater to the needs of time-pressed marketers. 

Year Started: 2017

Frequency: Daily

Click here to subscribe

6. Marketing Examples

Harry Dry is among the most loved marketers on social media. He demonstrates his expertise by sharing fun and engaging case studies of different brands in his weekly newsletter. 

Every week, he shares two short brand examples, two helpful copywriting tips, and an interesting tweet, making the message brief yet powerful. 

All the real-world examples coming from an experienced marketer make it easier for everyone to understand and implement the learnings. 

Year Started: 2019

Frequency: Weekly

Number of Subscribers: 130,000+

Click here to subscribe

7. Everyone Hates Marketers

Created by Louis Greiner, this newsletter offers no-nonsense advice on the contrarian perspectives of marketing. It explores some of the most popular yet less-talked-about concepts like smarter communication, creating a powerful brand voice, excellence through restraint, and more. 

Louis is a podcaster who draws his experience from interviews with 160+ brands. The newsletter covers his deep insights and actionable methods to stand out in the highly crowded digital space. The tone is straightforward and candid, something that works well for busy marketers. 

Frequency: Daily (Monday through Friday)

Number of Subscribers: 13,000+

Click here to subscribe

8. Growthnotes

Growthnotes is the ideal newsletter for you if want to expand your marketing knowledge horizon and inspire your own strategy with hand-picked, meticulously analyzed case studies. 

Offered by the team at inBeat, this newsletter is great for eCommerce marketers. It covers topics such as eCommerce trends, growth and optimization strategies, customer engagement tactics, and more. 

The best part about this newsletter is that instead of covering everything at once, it focuses on just one or two key themes and provides detailed information on them. 

Every tactic is followed up with a real-world example, making it easier for marketers to apply the knowledge. Additionally, the team at inBeat provides strategic recommendations and exclusive analysis of marketing campaigns instead of sharing links to generic articles, making it even more valuable. 

Frequency: Weekly

Number of Subscribers: 70,000+

Click here to subscribe

Takeaways

Staying on top of the current marketing news and trends is important for success. However, with so many resources available online, choosing the best one can get overwhelming. 

Our recommendations for the top 8 marketing newsletters can help you filter out the noise and benefit from authentic advice. Keyhole newsletter, delivered straight to your inbox, is a clear winner, bringing you curated social media tips and techniques from the top industry marketers.

Author bio

Kamna is a data-driven marketing analyst focusing on delivering measurable results. She brings a keen understanding of SEO and email marketing to the table and is skilled at leveraging data to optimize campaigns for maximum ROI.

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The post 8 Best Marketing Newsletters To Supercharge Your Inbox appeared first on Keyhole.

Well, that’s where social bookmarking comes in.

You save all your favorite content in one place, accessible from any device.

But, how does it work and where can you find these platforms?

Let’s take a closer look.

What is social bookmarking?

Social bookmarking is a way to save and organize links to web pages that you want to revisit or share.

These bookmarks are typically stored online, meaning they can be accessed from any device with an internet connection. They are usually categorized by tags or keywords, making it easier for users to find more relevant content.

Think of it as a virtual bookmark that you can access from anywhere instead of having to rely on physical bookmarks or browser history.

5 Benefits of using social bookmarking

1. Easy organization: With social bookmarking, you can easily organize and access your favorite articles from any device. You don’t have to worry about losing your bookmarks or forgetting to save a link.

2. Sharing made simple: Most platforms have the option to share your bookmarks with others through public links or private messages. This makes it easier to share interesting content with friends, colleagues, or your online community.

3. Discover new content: There’s often a “popular” or “trending” section where you can see what others are bookmarking and discover new content that you may not have found otherwise.

4. SEO benefits: This practice can also benefit your website’s SEO. When you bookmark a URL, it creates a backlink to that page which can help with search engine ranking.

5. Collaboration: Some sites allow for collaboration where you can create groups and share bookmarks with others. This can be helpful for team projects or research.

How to do social bookmarking?

The process is quite straightforward:

1. Choose a social bookmarking platform: There are many options available, so choose one that best fits your needs and preferences.

2. Create an account: Most platforms require you to sign up for an account before you can start bookmarking.

3. Start bookmarking: Once you have an account, simply click on the “bookmark” or “save” button on your browser’s toolbar to save the link. You can also manually add a URL and add tags for easier organization.

4. Categorize your bookmarks: Use relevant tags or categories to organize your bookmarks. This will make it easier for you to find specific content later on.

5. Share (optional): If you want to share your bookmarks, most platforms have options to share them publicly or with specific individuals.

15 best social bookmarking sites you got to know

Now that you know the basics, here are fifteen of the best social bookmarking sites to get you started.

1. Pinterest

Price: Free

According to Statista, Pinterest has over 500 million users worldwide.

It’s a visual discovery platform where users can bookmark and share images or videos in collections called “boards.”

You can save content (called “pins”) from any website or upload your own.

For example,  if you’re planning a dinner party, you can create a “Food and Drink” board and save recipes and party ideas to it.

Best Feature: Pinterest Lens – a visual search tool that lets you use your camera to find similar items on the platform.

2. Reddit

Price: Free

With over 600 million organic traffic, Reddit is currently the 10th most visited website globally!

It’s a social news and entertainment platform where users can share and discuss content through various communities (called subreddits).

You can bookmark interesting posts or discussions by “saving” them within your account.

On the other hand, you can share links to your website and engage with other users within relevant subreddits (remember that it should be based on an interesting discussion that brings value to the community).

Best Feature: Upvotes and Downvotes – Reddit’s voting system helps determine the popularity of a post or comment, making it easier for users to find high-quality content.

3. Pocket

Price: Free, with a premium option

Pocket is a content aggregator that allows users to save articles, videos, and more in one place for later viewing.

It also has a built-in recommendation feature that suggests new content based on your interests.

You can access your saved content through the Pocket app or website.

Best Feature: Tags and Highlights – Pocket allows you to highlight specific text or phrases in articles and add tags for better organization.

4. Flipboard

Price: Free

Flipboard is a social magazine, where users can share stories, news articles, and other content in a visually appealing way.

You can create personalized “magazines” based on your interests and save articles to read later.

It also has a “For You” section that suggests content based on your activity and interests.

Best Feature: Customizable Magazine Cover – you can choose which stories appear on the cover of your magazines for aesthetic purposes

5. Digg

Price: Free

Digg is a news aggregator and bookmarking site that allows users to discover new content and save articles for later reading.

You can also share interesting articles with your followers or through social media.

It has a “Top Stories” section where you can see which articles are trending at the moment.

Best Feature: Reader Mode – Digg offers a reader mode option for a cleaner, distraction-free reading experience.

6. Pearltrees

Price: Free

Pearltrees is a visual bookmarking and curation tool where users can organize content in a tree-like structure.

You can create “pearls” (bookmarks) and group them into collections or “trees.”

It also has a community aspect, where you can collaborate with others on specific collections.

Best Feature: Browser Extension – Pearltrees offers a browser extension that allows you to save content with one click.

7. Diigo

Price: Free, with the option to upgrade to a paid plan

Diigo is a social bookmarking site that allows users to save, organize, and annotate web pages.

You can also collaborate with others by sharing your bookmarks or joining groups.

It has a customizable tag system for easy organization and searching.

Best Feature: Highlight and Note – Diigo allows you to highlight text within saved web pages and add notes for future reference.

8. Mix

Price: Free

Formerly known as StumbleUpon, Mix is a discovery platform where users can find and save interesting articles, videos, and more.

You can also follow other users with similar interests and see what they’re bookmarking.

Mix’s algorithm suggests content based on your activity and preferences. 

Best Feature: Shuffle – Mix has a “shuffle” feature that randomly shows you content based on your interests, making it easy to find new and exciting bookmarks.

9. Slashdot

Price: Free

Slashdot is a technology-focused social news website where users can submit and discuss articles related to science, technology, and more.

It has a “bookmarks” feature where you can save articles for later reading or share them with others.

You can also customize your homepage by subscribing to specific topics.

Best Feature: Moderation System – Slashdot has a moderation system where users can rate the quality of comments and hide those with low ratings, making it easier to find valuable discussions.

10. Scoop.it

Price: Free, with premium options

With tens of millions of pieces of content shared, Scoop.it is a curation and publishing platform where users can discover, save, and share articles, videos, and more.

It also has a feature called “suggest” where you can suggest interesting content to others in your network.

Best Feature: Content Suggestions – Scoop.it offers personalized content suggestions based on your interests and activity.

11. Folkd

Price: Free

With over 8 million users, Folkd is a social bookmarking and search engine where you can save, share, and discover interesting web content.

It has a “groups” feature where you can join or create communities based on your interests for more targeted bookmarking.

Best Feature: Tag Cloud – Folkd shows popular tags in the form of a cloud, making it easier to find relevant content.

12. Plurk

Price: Free

Plurk is a microblogging and social networking platform where users can share short updates, links, and media with their followers.

Similar to other social bookmarking sites, you can save interesting posts for later viewing.

It also has a “Karma” system that rewards active users.

Best Feature: Timeline Layout – Plurk’s timeline layout allows for more visually appealing and organized posts.

13. Instapaper

Price: Free, with a premium option

Instapaper is a bookmarking tool that allows users to save articles, videos, and other content for offline reading.

It also has a “Browse” feature where you can discover new content based on your interests.

Best Feature: Text-to-Speech – Instapaper offers a text-to-speech feature, allowing you to listen to articles hands-free.

14. Fark

Price: Free, with the option to upgrade to a paid plan

Fark is a news aggregator and social networking platform where users can share and discuss interesting articles.

It has a “Hot” section that features the most popular stories at the moment.

You can also filter content by category or keyword.

Best Feature: Photoshop Contests – Fark regularly hosts Photoshop contests where users can submit and vote for their favorite images.

15. DZone

Price: Free

DZone is a community-driven platform where users can discover, save, and share articles and other resources related to software development.

With over two million users, it has a “Zone” feature where you can create or join communities based on specific topics.

Best Feature: Research Guides – DZone offers curated collections of articles and resources called “research guides” for more in-depth learning.

Bonus: Plan and publish in Keyhole

Keyhole offers features specifically for content planning and publishing.

You can schedule posts across multiple social media platforms, collaborate with team members, and analyze your content’s performance.

Best Feature: Keyhole lets you track hashtags and trends so you know what’s relevant to your target audience and work on your content accordingly.

Takeaways

Social bookmarking sites offer more than just a place to save your favorite articles and websites.

They have various features that make them valuable tools for content discovery, organization, and even collaboration.

Whether you’re a social media marketer looking to plan and publish content or an individual in need of better bookmarking options, these sites are worth exploring. 

Author bio

Erik Emanuelli has been in the online marketing game since 2010. He contributed to many important online publications and he has been featured on sites like Entrepreneur and GoDaddy. He’s now helping people increase their online visibility by sharing what he has learned during these years.

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QR codes speed up the marketing funnel by providing scanners with a direct path to landing pages, brand campaigns, informational videos, and social posts. They also take your targets exactly where they need to be.

As the perfect blend between a physical marketing campaign and a digital one, anyone with a smartphone can interact with a physical QR code anywhere in the world and instantly be transported to a digital campaign. Think billboards, banners, and even QR restaurant menus. QR codes can be placed anywhere – that’s the beauty of them.

According to experts at QR Tiger, QR code scans more than quadrupled in 2024, reaching a whopping 26.95 million scans worldwide.

(Image Source: QR Tiger)

As smartphone marketing continues to take off amongst tech-savvy Gen Z, it’s no surprise that they are becoming familiar with QR Code scanning.

With this in mind, we’ve delved deeper into the current benefits of QR code marketing and created a beginners’ guide to integrating QR codes into your next campaign.

The benefits of adding QR codes to your marketing strategy in 2024

It’s no secret that QR code usage has increased worldwide. The question is, are marketers and advertisers reaping the rewards? 

“The common use of QR Codes is making people more comfortable with them (QR Codes), and this is leading to increased adoption even in countries that previously weren’t using QR Codes to their full potential. Marketers are seizing this chance to connect directly with customers,” says Sharat Potharaju, CEO of Unicode.

In the last 3 years, there has been a significant 323%  increase in QR creation within the marketing industry. As brands add QR codes to product packaging, print advertising and even in-store banners and boards, they are defining a new era of interactive branding.

Some of the benefits marketers could see from QR code integration range from higher levels of consumer engagement from all angles to a drive in traffic to landing pages that historically relied on consumer search.

Let’s have a look at a few of the rewards marketers could see when investing in a QR-driven branding strategy:

1. More mobile conversions

Smartphone sales continue to increase, and QR code marketing is at the centre of their success. By providing a streamlined path from code to checkout, QR codes speed up the conversion process. 

Mobile shoppers are impatient in 2024, so the ability to see a product advertised on a billboard, scan the code and instantly purchase is an extremely successful way of qualifying leads in seconds. 

(Image Source: Zara)

Take clothing retailer Zara, for example. By adding QR codes to their clothing tags, they give consumers who are unable to find their size in-store a direct path to the item online for a fuss-free checkout.

According to Juniper Research, QR code scanning alone has increased brand conversions by more than 15%.

2. Driving traffic to specific pages

One brilliant benefit of QR codes is the ability to drive traffic instantly to any landing page or event page that you choose.

Without a scannable pathway to each of these pages, users would traditionally search for a topic or keyword and find the web page organically online.

This however, relied on a brand performing well on SERPs and ranking highly for the products/services they were promoting.

For newer landing pages, QR codes remove the pressure to rank highly in an organic search in order to drive traffic. Instead, anyone who scans the QR code is immediately redirected. This boots on-page traffic, in turn, raising the organic SEO of the page too, so it is more visible in an organic search in the future.

Take this example from L’Oreal. Placing a QR code in a print magazine, the beauty brand encourages users to scan for a chance to save money on their new Magic Lumi highlighter. 

(Image Source: L’Oreal)

When scanned, users were transported to the product landing page, increasing footfall on site for pages that would not regularly attract organic visitor sessions. 

3. Engagement on the go

One of the benefits exclusive to QR code marketing is the ability to engage consumers on the go.

With more people viewing the internet via smartphone devices than ever before, it’s crucial that you create campaigns that can be interacted with on the go. 

(Image Source: Pepsi)

There are a few clever ways to do this! Whether you add QR codes to packaging in a supermarket so that consumers can learn more about your product before they purchase or create an interactive QR campaign in the street that leverages AR/VR and enhances a user’s surroundings. The options are endless.

For example, this QR campaign from Pepsi could be found directly on the product bottle and let consumers straight to Snapchat, where users could create their own AR-generated filter.

4. Personalised promotions 

QR codes can be used to showcase new offers and provide scanners with personalised discounts.

According to a recent study by The Mobile Marketing Association, consumers are twice as likely to purchase a product in-store if they discover a coupon or discount while in the building. 

QR code offers are often personalised and instill a sense of achievement in consumers, as if they have just found a secret discount or prize. 

With this in mind, they are more likely to pick up the product and take it to the checkout after discovering a deal they can’t miss.

How to create your own QR code strategy: A beginners guide

Now that we’ve discussed some of the benefits of QR code marketing, it’s time to add these convertible codes to your winning marketing strategy.

Here’s how to leverage QR codes in your next marketing campaign in six simple steps.

1. Define your marketing goals

Before you start your QR code journey, it’s important to define your current marketing goals and establish want you want to achieve from integrating a QR strategy.

Do you want to drive website traffic? Enhance your social media engagement metrics. Increase sales of your new product?

Depending on what you’re seeking from your QR code marketing, it’s crucial that you approach the strategy with this goal in mind.

For example, brands that want to use QR marketing to boost their social media following may opt to showcase their social platforms when a user scans a QR code. The key here is to know exactly what your audience will engage with when interacting with your brand.

One way to do this is to start social listening using a tool like Keyhole. With the ability to track trends and monitor your mentions, you can identify a set of unique marketing goals based on what your consumers are looking for when they interact with your brand online. 

2. Design your QR code in line with your branding

If you’re placing your QR code in a creative location, such as a billboard or a location away from your brick-and-mortar store, it’s important that consumers instantly recognise your brand before scanning the code.

By incorporating brand logos, colours, and features found within your other marketing content, you instantly strengthen brand recall, encouraging loyal customers to interact and scan.

(Image Source: QR Stuff)

PayPal is a brilliant example of a brand that knows how to generate company-specific QR codes. 

As you can see here, they have customised the colours of the QR code to blend seamlessly within their branding and have even added their logo in the middle for instant recognisability!

3. Offer your consumers something valuable  

To motivate your consumers to interact with your QR code, ensure that when they scan it, they receive something valuable.

This could be access to exclusive content or a redeemable code for an in-store discount. The more value you put into your QR code, the more engagement you’ll see.

(Image Source: QR Code Tiger)

This 2019 example from Wendy’s encourages consumers to scan the customised QR code by offering them the chance to win free food.

If your QR code offers value to the consumer, such as a discount or permission, be sure to mention it within the content copy to encourage your targets to start scanning. 

4. Include a clear call-to-action

On the topic of content copy, the text you include next to your QR code could be the difference between customer interaction and an inactive code.

Your marketing text should tell the consumer exactly what your QR code offers and should contain a clear call to action that leaves no room for confusion.

Better still, a strong CTA generates a sense of excitement and urgency, driving consumers to take immediate action when interacting with your QR code. 

5. Get creative with your QR code placement

It’s always good to get creative with your QR code placement, especially if you want to surprise your audience. 

For example, if you’re a tech-savvy restaurant, why not ditch your traditional menus and create a QR-generated menu? This way, when you update your house specials and seasonal bites, the digital version of your menu can be adapted instantly to keep your customers in the loop. 

(Image Source: McDonald’s)

This case study from McDonald’s is pretty brilliant. To save time in-store, the restaurant created a QR code version of its menu on billboards within walking distance, allowing consumers to order before they even stepped inside. 

For other brands, why not consider where your target is most likely to encounter your marketing? Is it in store? On a woodland walk? On the tube on the way to work? 

Depending on your industry and the type of customers you’re targeting, you could get creative with your QR codes and place them in locations your demographic is most likely to populate. 

7. Prioritise mobile optimisation

Last but not least, it’s crucial that you prioritise your mobile optimisation. Ninety-nine percent of QR codes are accessed via a smartphone, so they must be easily scannable and provide a seamless path to device-accessible content.

A responsive design is imperative if you want your lead to stick around once they have reached your content.

Ensure that web pages are fast loading, and all aspects of the content can be tapped on a smartphone screen. This is crucial if you want to prevent user frustration.

It’s time to set up your first QR campaign

QR codes are becoming a common part of our everyday lives. You’re unlikely to step outside without seeing one on a promotional billboard or down the supermarket aisles.

“QR Codes are key to delivering personalised consumer experiences in modern marketing and advertising. Recent data on QR Code usage shows a significant increase in their popularity worldwide,” say experts at Unicode.

As marketers continue to tailor their content strategies to boost the use of these scannable codes, they open up new opportunities for lead generation on the go.

Juniper Research predicts that QR Code engagement will exceed 2.2 billion in 2025. So what are you waiting for?

Learn more about your audience today using Keyhole. Monitor your social media analytics, track brand mentions and discover new trends to utilise in your next QR code campaign.  

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You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

• Why you should be measuring the ROI of your sports marketing campaigns
• The most important metrics to track
• Example use cases of these key metrics
• Case studies of effective metric tracking in sports media
• Tools to help you track these metrics

Let’s go!

Why should you measure the ROI of your sports marketing campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment. Moreover, if you’re also using SMS marketing campaigns, email newsletters, and banner ads, this step will help determine how effective your social strategy was among others.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which sports marketing metrics should you track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

1. Visibility metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

• Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

• Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

• Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example use case: Sponsored hashtag monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

2. Engagement metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

• Average engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

• Average engagement rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

• Optimal post time & post length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example use case: Game hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

3. Sentiment analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example use case: Player sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

4. Audience analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

• Countries
• Language
• Gender
• Keywords
• Devices

Example use case: Multi-lingual campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

5. Influencer analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example use case: Targeting new demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other business metrics

1. Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

2. Website analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports marketing ROI case studies

1. The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

2. SportQuake, the data-driven sports marketing agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

3. MELT Atlanta’s cool approach to analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to track your sports marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

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