Learn about Spotify’s marketing strategy and why they are one of the top social media marketing strategy examples.
Did you know that as of the second quarter of 2022, Spotify enjoys a premium subscriber count of a whopping 188 million worldwide? This is a staggering jump from their paid user base of 18 million in 2015. Of course, this number only continues to grow owing to the can’t-miss presence of Spotify on social media.
With 8.4 million followers on Instagram and 6.2 million on Twitter, Spotify is turning out to be one of the top streaming services that use social listening and social media analytics and insights to remain relevant.
In this blog, we will take a deep dive into how Spotify uses social media and social listening, the practice of using social media listening tools to gather information on what people are saying about their brand, to remain ahead of the curve.
How Spotify uses social listening to stay on top of the game
Social listening allows marketers to create and implement new strategies that can prove to be assets for their company. Let us look at how marketers at Spotify implement social media analytics and insights to attract new eyeballs:
1. They actively engage with their audience on social media platforms
Instead of using traditional marketing methods, Spotify uses out-of-the-box ideas to reach out and engage with its audience on various social media platforms. They do not adopt a serious and boring tone for the brand. Instead, they partake in social media conversations to build a bond with the younger crowd.
So how does Spotify build such proactive engagement with its audience? They leverage social media listening. They track the conversations their core market participates in and responds to them. While creating an engagement strategy, they target those who appreciate the humor.
Spotify runs multiple regional accounts on Instagram, which has more than 8.5 million followers. They regularly post images and top tracks from popular artists trending on the platform. This helps them share only the most relevant content for each country, targeting the right audience for their content and business.
Our favorite music streaming giant is also experimenting with carousels on Instagram and TikTok, which is one of the best ways to increase engagement and gain more likes. Be it responding or engaging with the audience – social listening is the way to go.
Radarr’s advanced Sentiment API will help you accurately measure human emotions behind online conversations. With such data, you will never miss any opportunity to engage on social media and stay on top of the game.
2. They keep up with the latest trends
Another excellent way Spotify engages with its audience is by sharing the latest releases and trending music. Spotify presents itself as a super fan of music and podcasts, much like its audience. They diligently tweet about new releases and ask relevant and engaging questions to their audience.
Let us take 2016 for instance. Trump became the president of the USA, Leonardo de Caprio finally won an Oscar and so much more was happening at once. So the music streaming company took the chance and started capitalizing on it. Spotify uses data analytics, leveraged its playlist, and created some quirky campaigns to engage the audience. They named it “Thanks 2016, It’s been weird.” This took the netizens by storm and the music platform gained significant popularity through the campaign.
Memes are now social currency in this digital age. Spotify has also hopped on this trend as their new marketing strategy. The aim of the campaign is to show that on Spotify, users find music and playlist for every mood.
Spotify is all about music consumption. So they quickly realized memes are the key to making adverts more consumption-worthy to the younger generation. Such a consumption-based campaign seems inviting to Gen Z, building sustained reliability for Spotify. Once a meme takes hold, social media uses it relentlessly. These are funny, well-timed, and relevant to current trends and music. That is how Spotify memed its way into 130 million subscribers.
3. They run influencer campaigns and collaborate with various creators
Collaboration with influencers is one of the most popular and effective strategies of modern marketing to drive brand awareness and attract new users. It provides you access to a new market, allowing you to quickly extend your reach and make your brand more noticeable to your target audience. But long before the recent Instagram bandwagon, influencer marketing was Spotify’s first promotional plan.
When Spotify was launched in 2008, the founders reached out to music bloggers in Sweden and offered them to be the beta testers of the platform. The strategy proved highly effective, and the word about the new app spread quickly, bringing a lot of attention and an influx of subscribers.
Since then, Spotify has kept the tradition. They regularly collaborate with influencers to make content viral and increase their brand visibility.
This worked so well that Spotify does not need to invest huge chunks for influencer collaboration anymore. Their “Wrapped Up” campaigns are a stellar example.
Spotify does the Wrapped up campaigns every year. While the core idea is to allow users to showcase the summary of all the artists and music they have loved, it has also generated a significant number of organic reviews from artists and influencers as well. The campaign has also frequently inspired brands like Netflix to join in on the conversations as well.
4. They create game boards using social analytics
Everybody loves a little competition, and our favorite music streaming platform leveraged that. The biggest game changer in Spotify’s marketing campaign was the game board elements in their Wrapped Up campaign.
As the successor of the ‘Year in Music’ campaign, Wrapped Up was created to build FOMO (or fear of missing out) among the audience.
In their campaign, Spotify introduced a cascading Flywheel effect by enticing new users to download and use their app for longer. The campaign induced competition amongst its users organically. And it worked – The Wrapped Up 2020 increased Spotify’s mobile app downloads by 21% in the first week of December.
Since then, every year, Spotify users look forward to their Spotify Wrapped stories. In other words, it was a stroke of marketing genius. But how did they achieve this feat? By using social analytics and tracking their user’s preferences all year long.
5. Spotify also offers timely customer support across channels
Spotify’s exceptional customer support is another contributor to its brand’s popularity. They use social listening on all of their channels. Whenever a user experiences an issue, a simple mention of it on Twitter or other platforms is all it takes to receive timely customer support.
To make it easy for users to reach them, Spotify has created multiple Twitter handles like @spotifystatus, @spotifycares, @spotifysweden, etc. They realize that it takes seconds for a user to jump on the internet and start an online conversation about any issue they face. Thus, their team makes sure to address it quickly.
Letting people know you care is the fundamental key to exceptional customer experience – and Spotify is diligent in that aspect. And their engagement with customers does not end after the issue is resolved. They continue to delight the customer by subtly encouraging them to leave positive reviews.
6. They leverage machine learning to personalize content
Spotify’s appeal lies in its personalisation, and the platform does an excellent job at it. The music streaming giant proudly expresses that there is no ‘one’ true Spotify. This essentially means that there are different versions of the product, one for every user in their 248 million user base.
But how do they do it? Through machine learning. This is most evident in Spotify Home, where the music streaming platform personalized user experience and provides billions of fans the opportunity to enjoy and be inspired by the artists.
The home screen on Spotify showcases music through a series of cards and shelves. Every card is a square image that represents a playlist, artist page, album, podcast episode, etc.
Each user’s Spotify homepage is uniquely curated by their interests and music history that they have repeatedly listened to in the past. This is done through machine learning – where the cards are based on the content they previously enjoyed or might enjoy, and presented to millions of users.
Each user has their own personalized music library similar to the video content library on Netflix. This level of personalisation is created by combining the power of machine learning with their listening history, musical choices, duration of play, and willingness to act on recommendations.
Takeaway: You can stay ahead of the curve with social listening
Spotify is a great solution if you enjoy streaming music and podcasts. Not only do they have a huge selection of music and artists, but you can create your own playlists, save songs for offline listening, and follow your favorite artists.
With an easy-to-use interface, great music, and an endless library, they are a top choice for most people.
However, with more streaming platforms out there, the competition is becoming increasingly fierce. Companies are always looking for ways to keep users engaged, which is why players like Spotify have started to use social listening to increase engagement with their viewers.
Social media analytics and insights tools allow you to gain deep insights into your customer’s and competitors’ performance. By monitoring competitors on social media and using a social listening tool, you can keep up with their latest strategies and get one step ahead of the competition. Further, you can better monitor your performance without having to create lengthy reports.
If used proactively, social media analytics and insights tools can save you time and money, allowing you to focus more on growing your business and less on data collection and analysis.
Unveil the secrets of Singtel social media strategy and boost your brand’s social presence.
Social media for telecommunication companies is a key to connect with customers, promote new services, and build brand awareness. However, not many telecom companies leverage social media for their marketing. Their key challenge is adapting to the fast-paced and ever-changing nature of social media.
However, there’s one telecom company that has stood out for its innovative and effective social media marketing strategy —Singtel telecommunication company. In this blog, we will delve into Singtel’s remarkable journey in social media marketing, exploring the key strategies, campaigns, and tactics that have propelled the company to the forefront of the digital age.
Introducing Singtel
Singtel, short for Singapore Telecommunications Limited, is a prominent telecommunications and multimedia conglomerate based in Singapore. It provides a wide range of services, including mobile, broadband, fixed-line telephony, and digital solutions.
The company is known for its innovative products and services, its excellent customer service, and its commitment to social responsibility.
Social media for telecommunication companies offer a plethora of opportunities and it’s true for Singtel as well.
The brand uses its social media presence to connect with customers, build brand awareness, and promote its products and services.
Let’s dissect Singtel’s social media marketing strategy in detail and understand how to use social media for telecom brands!
1. Singtel on Instagram
Singtel knows that Instagram is a visual platform, and images and videos are the best way to tell their brand story. The entire feed is full of visually appealing content that highlights its services, products, and behind the scenes.
It’s essential to experiment with different Instagram features to reach a wider audience and drive brand awareness. Thus, the company regularly uses hashtags, Stories, and Reels to promote its content. Singtel telecommunication company also runs contests and giveaways to engage its followers and generate excitement around its brand.
Hopping on Instagram trends and the latest events is important to stay relevant, boost engagement, and attract new audiences. Hence, Singtel uses trending Instagram audio and reel formats to create content relevant to its audience.
Given that Instagram trends change frequently, it can be challenging to stay on top of them. Using a social media listening and monitoring platform like Radarr can help to create a winning social media marketing strategy on Instagram.
Instagram is an effective platform for influencer marketing because it is highly visual, has a large and engaged user base, and offers a variety of features that make it easy for influencers to create and share content. Singtel uses Instagram to partner with influencers and celebrities to promote its products and services.
Click here to discover the steps to find the right influencer for your campaign!
Key Takeaways For Your Telecom Company:
Focus on high-quality visuals to make your content engaging
Use a variety of IG content formats to reach a wide audience and boost engagement
Run contests and giveaways to build excitement around your brand
Partner with influencers and celebrities to reach new audiences and promote your brand
2. Singtel on Facebook
Looking for ways to use Facebook as part of your social media marketing strategy? You can draw some inspiration from the Singtel telecommunications company.
Singtel uses Facebook to share stories and content that are relevant to its target audience, such as news about its products and services, sports and entertainment updates, and social causes that it supports. Singtel also runs contests and giveaways on Facebook to generate excitement and engagement.
Customers today spend most of their time on social media. And they find it easy to reach out to brands on social media any time of day or night, from anywhere in the world. Thus, offering great social media customer service becomes more important than ever.
Singtel uses Facebook to provide customer support to its existing customers. Customers can ask questions, get help with troubleshooting problems, and provide feedback through Singtel’s Facebook page.
But if your telecom company is active on multiple social media platforms, keeping a tab of customer conversations can be a real pain. This is where Radarr’s social media monitoring platform can help. With Radarr you can keep your audience engaged with timely responses to positive and negative conversations.
With attention spans fleeting, it’s hard for brands to capture customer attention. This is where more and more brands are resorting to video content. When people watch a video, they are more likely to remember the brand and what they do. This is because video is a more immersive and memorable experience than other types of content.
Video content is another highlight that makes Singtel’s social media marketing strategy stand out. For viral content, Facebook recommends videos that are less than one minute or stories that are less than 20 seconds in length.
Key Takeaways For Your Telecom Company
Focus on creating engaging content that resonates with your audience
Experiment with different content formats to keep your content fresh and exciting for your audience
Provide excellent customer service to build trust and create a sense of community
Create more video content to grab customer attention and boost brand recognition
3. Singtel on X (previously Twitter)
We don’t see much happening on Singtel’s X account, but the brand does frequently post company updates. This is because they know X is a real-time platform where many users are looking for the latest news and information.
If you carefully examine Singtel’s X account, you’ll notice that the company has mentioned a different X account in the bio.
The company created a different X account for customer support to make it easier for customers to find the help they need. When customers have a question or problem, they can tweet to the customer support account. This makes it easier for them to get the help they need quickly and efficiently.
Thus make impeccable customer service an integral part of your social media marketing strategy.
78% of customers expect a response from a brand within 60 minutes. Singtel Singapore is dedicated to providing quick support to its users via X. This shows customers that they care about their needs and are committed to resolving their issues. This can help them build a positive reputation and attract new customers.
For a successful social media marketing strategy to improve your social media response time Try a social media listening and monitoring tool like Radarr to get real-time updates on brand mentions. Never let a social media comment or message go unanswered.
Key Takeaways For Your Telecom Company
Share company updates on X to keep your users informed
Have a different X account for customer support, making it easy for customers to contact you
Be responsive. Provide quick and helpful responses to customer inquiries and complaints on X for effective social media marketing strategy
4. Singtel on YouTube
When you come across a YouTube channel the first thing that grabs your attention is the featured video at the top, right?
It is the first video that viewers see when they visit your channel, so it’s important to choose a video that is well-produced, informative, and engaging.
Singtel Singapore offers a variety of mobile plans and knows that there’s no better place to promote these plans than the featured section. There is a short 30-second video highlighting Singtel’s mobile plans.
With the reduced attention span of customers, it’s more important than ever to create engaging and visually appealing content. This is where you can leverage YouTube Shorts. Singtel uses the YouTube Shorts feature to create videos to market their products and services and respond to FAQs.
YouTube playlists are another great feature to organize your content and make it easy for users to find videos they’re interested in. Not only this, but it also helps in YouTube SEO and make your videos rank higher in search results. This is because YouTube considers playlists to be a signal of relevance and quality.
You can also create a playlist for your telecom company’s YouTube videos like Singtel as a part of your social media marketing strategy.
Key Takeaway For Your Telecom Company
Add a featured video to showcase your best or most important content
Leverage YouTube Shorts to create engaging and informative content that is perfect for on-the-go viewers
Organize your videos and make it easy for viewers to find the content they are interested in with YouTube playlists
5. Singtel on Linkedin
Singtel’s LinkedIn company page is the cornerstone of its social media marketing strategy. The page is well-designed and informative, and it provides a complete overview of Singtel’s products and services, values, and culture.
Singtel Singapore publishes a variety of high-quality content on LinkedIn, including thought leadership articles, case studies, product demos, and company culture and employee stories.
The company also shares positive and engaging content about its company, telling potential employees what it’s like to work there. This can attract top talent and create a strong online reputation for the company.
Key Takeaways For Your Telecom Company
Regularly publish high-quality content on a variety of topics relevant to your industry.
Share insights and perspectives from experts in your industry.
Share positive and engaging stories about your company, employees, and customers that highlight your brand voice and values.
Promote upcoming company events and encourage your audience to attend.
Use strong visuals and storytelling to engage your audience and convey your message.
Now Create a Winning Social Media Marketing Strategy Like Singtel
In a digital age where connection is king, social media for telecom brands isn’t an option. However many telecom companies remain on the sidelines. But Singtel has set a brilliant example of how to leverage social media the right away. Its strategic approach not only engages customers but also strengthens the brand.
From Facebook to Twitter and beyond, we’ve outlined key takeaways for Singtel’s social media marketing strategy on each channel, equipping you to chart your own social media success.
To ensure your strategy stands the test of time, consider utilizing Radarr. This robust tool allows you to track customer conversations, brand mentions, and trends effectively. Don’t miss out on this opportunity to elevate your social media game.
As a business you’re very active on Facebook. Regular postings, news updates, sharing behind the scenes and placing advertisements. But, how often do you go outside the day-to-day responses to posts and messages, take a step back and observe the big picture of your strategy.
By the end of 2021, almost 1.9 billion people will be using Facebook daily. With roughly 2.89 billion monthly active users, Facebook is the most popular social network worldwide. Since its inception, Facebook has also transformed itself into a business-friendly platform where organizations launch marketing campaigns and foster customer relations.
But what is the one thing you can do now on Facebook to take you that extra mile as a business?
It’s no longer a channel used for personal networking. You’re not the only business trying to tap into it either. There’s competition and there’s noise; and somewhere in between it all, there are insights for you to capture that will help you understand your target market better.
How?
Social listening on Facebook.
Listening on Facebook is what companies use to discern their customers better and recognize their sentiments. A listening strategy also tells you how many people mention your products/campaign, their experiences with your services, and how they perceive you as a brand.
All this information gathering from social listening on Facebook enables a company to prepare an effective growth strategy on the platform.
New to social listening? Read this complete guide to social listening.
What is Facebook listening?
Facebook listening refers to discovering trends from social media data like comments, recommendations, direct messages, and mentions. This data is obtained from user’s interactions with brands and through conversations amongst themselves on Facebook. With social listening, you get to know the customers’ mindset and how they perceive your brand, which in turn will help you construct a better marketing campaign backed by analysis of passively compiled data.
Facebook listening is having a bird’s eye view over the type of engagement that is taking place between the brand and its customers. Brands use social listening to observe the conversations that occur around their products and services and sense the general customer sentiment around them as well as their competitors. Once issues are recognized, brands can address these issues by directing them to various departments.
As a brand, you’ll be missing out on a hoard of valuable insights if you don’t use Facebook listening to observe what people are actively discussing. You want to know your brand’s perception and what people are saying about you. Facebook listening tells you what your customers want from your brand and gives you a chance to act on those insights before they even have to say it.
This allows you to:
1.Better engage with customers
Facebook listening gives you an opportunity to improve your customer engagement and convey your brand’s message effectively. For example, a customer may drop a comment on one of your Facebook product listings about how much they loved your product or they may reach out to you with a grievance on product delivery. Responding to these publicly builds your brand’s social media perception in a positive manner.
Skyscanner does an excellent job in keeping up their customer engagement on Facebook by promptly responding to conversations on their brand page
The result?
The hilarious response went viral and quickly garnered a huge user engagement, with more new users inspired to check out Skyscanner’s services
2. Track your competitor’s brand sentiment
Facebook social listening can be used for more than finding what people are saying about you. You can actually tune in to learn about what they have to say about your competitors as well. This insight can help you identify gaps in your offerings and where you fit in the marketplace.
Is your competitor launching new products, running marketing campaigns, or tackling disastrous PR? Tracking what your competitors are doing in real-time can allow you to find new opportunities and plan ahead, or maybe even strike when the sentiment around them is low.
3. Do damage control by addressing grievances
Engagement is great, but only if it’s occurring with a positive social sentiment. With Facebook listening, you can track that sentiment in real-time and observe which posts do well for the brand and which don’t.
Moreover, it helps you address PR disasters timely. If social sentiment is down, the brand can look for possible reasons and pull out a particular social post before things get out of hand.
4. Discover new leads
Customers love it when brands acknowledge their issues and solve their problems. Brands can use Facebook listening to reach out to potential customers who in turn they can nurture into leads through social selling.
The best way to do so is to connect by sharing helpful information in the first interaction rather than selling right away. This will make customers perceive your brand as the best resource when they want to make a purchase decision.
5. Identify problem areas in your product or service
Listening to conversations around your product or services can give you a ton of insight into what’s working and what isn’t for your customer. This can be a goldmine for your marketing and product team.
By learning about the frustrations with current products, teams can work on tweaking an existing product/ service offering or adding a new feature to resolve the issue. This can even pave the way for a new product idea.
How to implement a Facebook listening strategy
Creating an optimal facebook listening strategy is not an easy task. However, if you follow a set number of steps, it gets easier. It begins with identifying your listening goals, setting up a listening tool, and finally using the data obtained to derive results.
STEP 1: Identify your listening goals
Before implementing a Facebook listening strategy. identify the goals you aim to accomplish through social media listening. Once identified, you will realize whether your strategy aligns with the kind of social data you’re aiming to gather. Next, check the branding, marketing, sales, and customer service processes in your company and spot the gaps so that they can be resolved.
For example, if your goal is to increase the customer lifetime value (CLTV), you’ll need to listen to the consumers’ online conversations who are using your products or services.
STEP 2: Define what you are listening to
For good social listening, clearly define what you’re listening for. This means choosing the right (relevant) keywords for your brand.
Fix the keywords which you want to be notified about. Or mentions of your competitors to stay aware of the happenings in the market.
Some of the activities that you should be listening to:
Your brand name and mentions of your social media handles
Product and collection names
Brand/products’ common misspellings
Competitors’ brands/ products/ social handles
Industry trends or popular words
Current slogan and your marketing messages
Competitors’ slogans
Key stakeholders and their names
Competitors’ key stakeholders and their names
Campaign names and keywords related to them
Branded hashtags
Competitor’s branded hashtags
Unbranded hashtags related to your industry and audience
STEP 3: Set up a Facebook listening tool
The manual way of listening to social media conversations is exhausting. Moreover, it is challenging to conduct a sentiment analysis of those conversations. You need a social media listening tool to make sure that you stay updated with the current conversations, trending hashtags on Facebook, and trending keywords.
This is where Radarr comes to the rescue. Radarr is a powerful social media listening tool that monitors and provides analysis for creating impactful strategies.
The Radarr facebook listening tool covers the following areas:
Daily social media and news monitoring
Daily brand health and KPI monitoring Campaign Monitoring
Real-time on-screen alerts and notifications
Crisis management and mitigation
Competitor tracking and intelligence
Influencer discovery and KOL tracking
Powerful audience insights
Real-time alerts and automated reports
Trendspotting and predictive AI
Sentiment analysis and segmentation
STEP 4: Use insights to achieve better results
Just listening to conversations will lead to zero benefits to the brand. Instead, brands must apply the insights gathered to achieve the desired results.
Create social listening reports daily/weekly/monthly and share them with other teams so that each team can assess their role in bringing a change. You can also set KPIs to gauge performance. This will help you know what is implemented and what is pending, along with monitoring the impact it has on the growth of your online business.
What do you get out of social listening on Facebook?
1. Keep track of conversations
Social listening allows you to interact with your customers. As a result, you will know what complaints the customers have with the product. For instance, if customers using a specific mobile brand express their disappointment over a bug issue, the brand can release a new software update to fix this issue. This is possible through social listening and will increase customer retention rates.
2. Sentiment analysis on conversation around your brand
Through social listening, you will be able to understand the customer’s emotions. It will help you craft responses that add substantial brand value. For example, if there is a service that delighted the customer, the sentiment behind his/her conversation will be pleasant.
3. Mitigate negative PR or comments around campaigns with better risk management
Social listening also helps mitigate PR disasters. If sentiment is low, assess the social feedback to prevent future mistakes. For example, if a post has caused tension, look for the cause and remove the post, or apologize for an insensitive Tweet.
4. Create emotionally stimulating campaigns
When you understand the pulse of customers, you will be able to launch campaigns that connect to them. Social listening enables a brand to devise an impactful campaign strategy that garners favorable responses from its customers.
5. Monitor and predict upcoming trends to plan campaigns
With the insights collected from social listening, the brands can leverage it to understand how much product is required based on the conversations around a new product launch. Even millennial trends can be figured out by listening to their conversations.
6. Strategize your business positioning better to keep the perspective around your brand positive
Social listening has the power to influence content strategy, sales positioning, and more. It tells you what your customers want and why. Social media listening on Facebook can be an opportunity to build a better relationship with the customer. Through this, you will be in a position to control your brand’s image. If your brand positioning is done well, then you can turn followers into customers and customers into loyal supporters.
How major brands leverage Facebook social listening
It should come as no surprise that major league companies have adopted the use of social listening for Facebook to engage with their audience in meaningful ways. Every brand has carved out its own unique way of leveraging social listening.
While some brands use social listening to announce a product feature, others use it to study customer sentiment. The examples listed below will give you a brief idea as to how you should go about with social listening for Facebook:
1. Samsung
A name synonymous with innovation, Samsung uses social listening to figure out the customers’ rants made against their competitors. When Samsung launched the new Galaxy S9, they posted a series of videos emphasizing the superiority of the Galaxy over the Apple iPhone X.
The videos were given a sarcastic twist mocking the features that Apple users lament about. The listening strategy used by Samsung enabled them to one-up their competitors. By gathering or understanding the customers’ requirements, the brand was in a better position to push its campaign strategy in the right direction.
Personal care product company Burt’s Bees has been using social listening to develop new products. This move has always been in line with the company’s growth model.
When Burt’s Bees witnessed a rise in the demand for face masks, they created their own version of the product. To do this well a product research was planned by social listening of the competitors. Then the brand carried out internal inspections regarding the needs of the customers. The outcome was a set of new face masks that did not have any problem areas that consumers were facing when using their competitor’s products.
3. Kraft
Kraft foods have two popular products under their belt: Cool Whip and Jell-O. However, the target audience is different for each. While Jell-O is more kid-centric, Cool Whip caters to the adult market. To understand their customers better, Kraft chose to undertake social listening to connect with the right demographic. Further, Kraft even tailored the content for both brands. While Jell-O talks about the fun element for the kids, content around Cool Whip focuses on the adults who need to whip up something easy and quick to eat.
Other top brands like Dell used social listening to track the brand mentions, influencers, detractors, and competition. Coffee brand Nescafe uses social listening to prepare content strategies, while fast-food company Arbys regularly leverages it to create new advertisement strategies.
Facebook listening vs. Facebook Monitoring
Facebook monitoring typically tells you what is being spoken about online. But Facebook listening adds a layer of data on top of it, letting you dive deep into the sentiment behind those likes and comments.
While Facebook monitoring considers metrics like engagement rate, no. of mentions, and trending hashtags, and is great for tracking ROI or testing A/B campaigns, Facebook listening looks beyond numbers to consider the mood or the sentiment that drives these metrics.
Social media sentiment is key to Facebook listening and helps you understand how people feel about your brand as opposed to your competitors, thus making you evaluate your marketing and product development efforts on track
Before you consider social monitoring as a brand, you need to state its motive clearly. If you are using it to serve your customer better, then direct your monitoring efforts around customer comments, service issues, and complaints. While monitoring is often reactive, Facebook listening makes it easier for you to proactively use it to make your brand fare better than the competition.
The web world is growing competitive with time, and as a brand, you need to create content and campaigns that speak to your audience. You should be able to tap into customers’ emotions and understand what they care about so that you can build campaigns accordingly.
This is where Facebook listening comes into the picture. If done right, Facebook listening can fuel your business’s growth, help you align your marketing campaigns to customer sentiments, and help you build a meaningful relationship with your audience. When customers have a negative experience, they don’t hold themselves back, and a brand can seize this moment to step in.
Each business can define how they want to leverage Facebook listening, Instagram listening, Tiktok listening for itself. If you’re a brand looking to learn more about Facebook listening, its importance, and how your business can leverage it, reach out to us today!
Ready to get started with social listening? Book Radarr Demo today.
Social media marketing is a powerful tool for brands to engage with their audience, increase brand awareness, and drive sales. Glossier’s marketing approach stands out for its emphasis on authenticity, reliability, and inclusiveness.
Through user-generated content, Glossier establishes a genuine connection with its audience. Its emphasis on reliable customer service builds trust and loyalty. Furthermore, Glossier’s commitment to inclusivity ensures broad appeal among diverse demographics.
By the end of this post, you will better understand how Glossier uses social media to achieve its marketing goals. You will also get valuable tips for improving your brand’s social media marketing strategy.
Let’s Dissect Glossier’s Social Media Marketing Strategy
From the beginning, Glossier recognized and leveraged the power of social platforms to engage, inspire, and build a community. Let’s examine how Glossier’s social media marketing strategy has revolutionized the beauty industry.
1. Authenticity And Relatability
Authenticity and relatability are core to Glossier’s social media marketing strategy. This is evident in the brand’s social media content, which features real customers and showcases a range of beauty standards. Glossier’s social media marketing content does not use overly promotional language or try to be something it’s not. This makes its customers feel like they can connect with and believe in the brand.
2. User-Generated Content (UGC)
Glossier’s social media marketing strategy is to encourage customers to share their experiences and product photos using dedicated hashtags. The brand then reposts user-generated content (UGC) from its customers, shares it across social media channels, and leverages the power of the community to promote its brand. When potential customers see real people using and liking Glossier products, it builds trust and confidence in the brand.
Best of all, the brand regularly reviews what people post about their products, giving them an insight into how their products perform in real life as part of real-user beauty routines. The brand reposts not only the big “major” influencer posts but also those of the general public.
Glossier’s social media marketing prioritizes high-quality visuals and aesthetics. They use soft pastel colors, clean designs, and visually appealing imagery that aligns with their brand identity to create a consistent look and feel across all platforms.
In a competitive environment, visual elements that are consistent with your brand identity can help your brand stand out from the competition. Social media visuals make the Glossier brand more recognizable and memorable.
4. Engaging With The Community
Brands understand that customer engagement is another factor in differentiating themselves from competitors and building strong communities. Thus, Glossier’s marketing focuses on engagement strategies like replying to comments, live streams, Q&As, how-tos, and more. This helps the brand build relationships and loyalty among its customers.
However, building a strong social media community can be a real challenge. But with our guide you can learn different strategies to build a strong community. Read here!
5. Influencer Marketing
Glossier works with micro-influencers (people with smaller but more engaged followings) to promote their products. This helps Glossier reach a wider audience and build trust with potential customers. Micro-influencers are often more accessible to potential customers than celebrities or large influencers and can provide more authentic reviews of Glossier products.
Want to learn more about Micro and Macro influencers and how to choose them? Click here!
The best influencers are often invited to be Glossier beauty brand ambassadors. Glossier gives each user a unique promotional code and allows them to earn a percentage of every sale made using the code.
6. Exclusive Launches And Limited Editions
Glossier’s social media marketing also focuses on building excitement and anticipation for limited-edition product launches. The brand uses eye-catching content, persuasive copy, and targeted advertising to create a sense of scarcity and urgency, increasing engagement and encouraging customers to purchase.
Stuck with social media content creation? You can leverage these ChatGPT prompts to create better content for your social media platforms!
7. Facebook Shops
Glossier’s marketing on Facebook includes adding product tags to photos or videos. Product tags include the product name, price, and a link to the product page on the Glossier website. When a customer clicks a product tag, they are taken to the product page on the Glossier website. Customers can then add the items to their shopping cart and checkout.
Facebook Product Tags make it easy for customers to view and purchase Glossier products without leaving Facebook. This is a convenient shopping method for customers and helps Glossier increase sales.
8. Short Form Video Content
Video content is one of the key ingredients of Glossier’s digital marketing strategies. Glossier often uses features such as Instagram Reels and YouTube Shorts to showcase new products. These videos typically show the product in use and often feature real customers discussing their experiences with the product. This helps generate excitement and buzz around new products and also helps educate potential customers about the product’s benefits.
In addition, Glossier’s marketing strategies include providing tutorials on how to use their products in these videos. These videos showcase the versatility of Glossier products and how they can be used to create a variety of looks.
9. YouTube Playlists
Glossier uses YouTube playlists to organize and promote its video content. The brand has many different playlists, including playlists for specific products, different makeup looks, and Get Ready With Me content.
These playlists make it easy for viewers to find the content they seek. It also helps promote Glossier’s video content and drive traffic to its YouTube channel.
Can’t decide how to use YouTube Shorts to reach your brand audience? Don’t forget to check out our guide!
10. Company Updates And Announcements
Glossier’s marketing on Linkedin includes sharing updates about new product launches, collaborations, events, and other brand news. This keeps its audience informed and engaged while showing the brand’s growth and innovation. These social media posts are usually accompanied by eye-catching images, such as photos and videos, that help grab attention.
11. Thought Leadership
LinkedIn is a valuable platform for Glossier to establish itself as a thought leader in the beauty industry. Glossier has positioned itself as a thought leader in the field and connects with a large audience of beauty professionals and enthusiasts by sharing informative and thought-provoking content on skin care, beauty trends, and industry insights.
12. Visually Appealing Pins
Pinterest is also an important platform for Glossier’s social media marketing. The brand uses Pinterest to create visually appealing pins with high-quality images and videos that grab people’s attention. The pins often feature natural makeup that is easy to replicate, appealing to Glossier’s target audience of millennials and Gen Z.
In the video above, a beauty influencer explains how viewers can use Glossier products to achieve healthy, glowing skin.
13. Cross Promotion
Cross-posting is an important part of Glossier’s marketing strategy on social media. Glossier reaches a wider audience and maximizes visibility by publishing the same content on multiple platforms. Different people have different preferences for social media platforms, so by publishing consistent content across multiple channels,
Glossier increases the chances of reaching and connecting with more people. This also ensures that their brand image remains consistent regardless of the platform their audience engages with.
14. Market On FOMO
Glossier’s social media marketing thrives on FOMO. Want to know how?
The brand occasionally releases limited edition or exclusive products for a limited time or quantity. Promoting these products on social media creates a sense of urgency and exclusivity. Customers who fear missing out on these unique offers are motivated to purchase the product before it is out of stock.
For example, Glossier recently launched a limited edition Glossier Key Chain. The brand posted a customer comment saying how they secured the key chain. This led to hundreds of customer comments asking the brand to restock and how they missed out on buying one. This is a great way to market on FOMO.
15. Experimenting With New Social Media Platforms
Instagram recently launched a new platform called Threads, which has seen a huge buzz since its launch. Brands and people around the world have been experimenting with the platform. Glossier’s digital marketing strategies on Threads is sharing relatable and humorous content. This helps the brand connect with its audience and humanize itself.
Brands share lightweight content in the form of memes, humorous captions, behind-the-scenes, and more on this platform.
Key Takeaways From Glossier’s Social Media Marketing Strategy
Glossier’s social media marketing strategies provide valuable insights for brands looking to connect with their audience, build strong communities, and build brand loyalty. Here are the key lessons brands can learn from the Glossier approach:
1.Be Authentic and Relatable
Glossier’s marketing strategy excels at promoting authentic and relatable content. Brands must learn the importance of being authentic, transparent, and relatable to their audience. By showcasing real customers and celebrating their stories, brands can connect more deeply with their communities.
2. Promote User Generated Content (UGC)
Glossier’s social media marketing strategy involves promoting user-generated content and turning customers into brand advocates. UGC not only builds brand credibility but also fosters a sense of community. Brands need to learn how to harness the power of UGC. By incorporating UGC into their marketing strategies, brands can build inclusive and engaged customer communities.
3. Build A Community Around Your Brand
Glossier has successfully built a strong community around its brand. Brands need to understand the value of community building and actively engage with their audience. By creating spaces for conversation, brands can build deeper connections, gain valuable insights, and build loyal fans.
4. Leverage Influencer marketing
Glossier strategically partners with influencers who align with their brand values. Brands need to learn how to identify influencers who align with their values and work with them to amplify their brand message. Influencers can help extend your brand’s reach, drive engagement, and build brand credibility.
Struggling to find the right influencers for your social media? Read our guide here!
5. Focus On Visual storytelling
Glossier’s marketing on social media focuses on effectively telling its brand story with compelling imagery. Brands should recognize the power of visual storytelling and invest in creating high-quality, visually appealing content. Strong visuals can grab attention, convey your brand message, and leave a lasting impression on your audience.
6. Engage With Customers
Glossier excels at interacting with customers through social media. Brands should prioritize customer engagement and make it a two-way conversation. By actively listening to their customers, brands can build trust, glean valuable insights, and create a customer-centric brand experience.
7. Create A Sense Of Exclusivity And Excitement
Glossier’s marketing content creates a sense of exclusivity and excitement through special launches and limited-edition products. Brands need to understand the power of rarity and uniqueness to drive demand. By offering exclusive launches or limited editions, brands can create a sense of urgency and build a dedicated community of early adopters.
8. Build Emotional connection
Glossier understands the importance of evoking emotion and connecting with audiences on a deeper level. Brands need to learn how to tap into the emotions and desires of their target audience. By understanding the desires and values of their audience, brands can create emotional connections that drive brand loyalty.
9. Establish Yourself As A Thought Leader
By actively participating in beauty conversations, Glossier has successfully established itself as a leader in the beauty industry. Brands should aspire to be industry thought leaders by providing valuable content, insights, and expertise. By becoming a one-stop shop, brands gain credibility and differentiate themselves from competitors.
10. Keep Experimenting
Glossier takes an iterative approach to social media marketing. Brands should adopt a similar mindset of continuous improvement, actively testing new ideas, analyzing data, and adjusting their approach based on the insights gained.
Wrapping Up
Glossier’s social media marketing strategy is a perfect example of building online communities where engaging, authentic content thrives. The brand has built a loyal following by leveraging user-generated content (UGC), fostering real connections, and prioritizing customer feedback.
If you want to implement a similar approach to your social media marketing, consider using tools like Radarr. Radarr is a social listening tool that can help you to gain valuable insights into your audience, track your competitors, and measure the impact of your social media campaigns.
Book a demo today to see how Radarr can help you take your social media strategy to the next level.
Instagram is a powerful social media platform for businesses of all sizes. With over 2 billion active users, it offers a huge potential audience for your products or services.
But with so many different features and options available, it can be tough to know how to use Instagram effectively. Two of the most popular features are posts and stories.
In this blog post, we’ll take a comprehensive look at Instagram story vs post and help you decide which one is best for your business.
Instagram Story vs Post
In the following sections, we’ll explain the basic differences between Instagram story vs post, including what they look like and how you can use them.
However, we recommend creating engaging content for both Instagram stories and feeds to see what works best for your industry, products, and audience.
What are Instagram Posts?
Post is an Instagram feature that allows you to reach a large audience, promote your products or services, and build relationships with customers. Instagram posts can be in the form of static images, videos, or carousels.
What you see in the image above are Instagram posts that appear on your followers’ feeds. You can add filters, tags, and locations to your posts.
Types of Instagram Posts
There are three main types of Instagram posts:
1. Image posts
These are single-image Instagram posts that can be either portrait or landscape orientation. Image posts are the most common type of Instagram post.
2. Carousel posts
Carousel posts let you share up to 10 images or videos in a single post. Carousel posts are a great way to tell a story or showcase a product or service from multiple angles.
3. Video posts
Video posts can be up to 90 seconds in length and can be either portrait or landscape orientation. Video posts are a great way to engage your audience and tell stories in a more dynamic way.
How to Create Effective Instagram Posts for your Business?
To help your Instagram posts be successful and reach the right audience, here are some things to consider:
1. Use High Quality Images
Instagram is a visual platform, so it’s important to use high-quality images and videos in your posts. Your pictures should be eye-catching and relevant to your target audience.
2. Write Engaging Captions
Your caption is more than just a description of your photo or video. They should tell a story, engage your audience, and encourage them to take action.
3. Use Appropriate Hashtags
Hashtags are a great way to get your posts seen by more people. When you use relevant hashtags, your posts will appear in search results for those hashtags.
4. Post Regularly
The more often you post, the more likely you are to reach your target audience. Try to post at least three times a week. And make sure you’re consistent with your posting schedule.
5. Engage with your Audience
Instagram is a social platform, so it’s important that you interact with your audience. Respond to user comments and questions and participate in conversations.
Moving next to our Instagram posts vs Instagram stories discussion, let’s understand different ways in which you can leverage them for your business.
Different Use Cases of Instagram Posts for your Business
You can use Instagram posts in a variety of ways to achieve your marketing goals. Here are some different use cases with examples:
1. Increase Brand Awareness
Instagram is a great platform to showcase your brand’s personality and values and connect with potential customers. By publishing high-quality, engaging content, you can reach a wide audience and build brand recognition.
2. Generate Leads
Once you get people’s attention, you can use Instagram posts to drive traffic to your website or landing page. You can do this by including a call to action in your post, such as “Buy now” or “Sign up for our newsletter.”
3. Boost Sales
Instagram posts can also be used to promote your products or services. You can use shoppable posts to let people buy products directly from Instagram. You can also use posts to announce new products and discounts or host contests and giveaways.
4. Educate and Entertain your Audience
Besides promoting your products and services, you can also use Instagram posts to educate and entertain your audience. This could involve sharing tips and advice, behind-the-scenes content, or customer testimonials.
Brands That Create Winning Instagram Posts
Instagram posts, when used properly, can change the face of marketing. Here are some examples of brands that use it best:
1. Casper
Casper is a mattress company that has become a household name. The brand’s posts are often humorous and relatable, and often feature real people talking about their experiences with Casper mattresses.
For example, to promote their Labor Day sale, the brand shared a single image post that highlighted the fact that their mattresses can help you fall asleep faster and get a good night’s sleep.
2. Glossier
Glossier is a beauty brand famous for its minimalist makeup style and emphasis on natural beauty. The brand’s Instagram posts are often simple and elegant, featuring close-ups of Glossier products on models, giveaways, skincare tips, and other related content.
For example, Glossier recently created an Instagram carousel post to announce a giveaway at its You Look Good Tour. The brand mentioned the details of the giveaway in the caption.
3. Warby Parker
Warby Parker is an eyewear brand that has disrupted the traditional eyewear industry with its affordable prices and stylish designs. The brand’s Instagram posts are often playful and engaging and often feature people trying on Warby Parker glasses in a variety of settings.
For example, the brand knows that a common concern among people is the flexibility of eyewear. Hence, they created an Instagram video post to demonstrate the flexibility of their product.
Now it’s time to move to the next feature — Instagram stories!
Learn how to craft Stories that will keep your audience engaged from start to finish.
What are Instagram Stories?
Instagram Stories are short, vertical videos and photos that disappear after 24 hours. They are a fun and engaging way to share behind-the-scenes content, connect with your audience, and promote your business. But with so much competition, it’s important to know how to create and promote Stories that are effective.
That’s where Instagram stories research comes in. By understanding the latest trends and best practices, you can create Stories that are more likely to be seen, engaged with, and shared.
How to Create Effective Instagram Stories for Your Business?
The below tips will help you create effective Instagram Stories to grow your business and connect with your audience.
1. Use High-quality Visuals
Instagram Stories are all about visuals, so make sure your content is visually appealing. Use high-resolution photos and videos and edit them to make them look their best.
2. Be Creative and Engaging
Don’t be afraid to experiment with different types of Stories and features. Use stickers, text overlays, and filters to make your content more interesting and engaging.
3. Use Interactive Features
Instagram Stories offers a variety of interactive features, such as polls, quizzes, and questions. Use these features to engage your audience and get their feedback.
4. Use Relevant Hashtags
Hashtags are a great way to get your Stories seen by more people. Use relevant hashtags in your Stories so that people who are interested in what you have to offer can find you.
5. Tag Other Users
Tag other users in your Stories to mention them or to collaborate with them. This is a great way to get your Stories seen by more people and to build relationships with other businesses.
6. Be Consistent With Stories
Upload Stories on a regular basis to keep your audience engaged. Keeping up with a consistency of at least one story a day will keep your audience engaged with your brand.
Pro tip: Add trending audio to your Stories to make them more engaging and reach a wider audience.
To help you gain a better understanding of Instagram posts vs stories it’s important to learn different ways in which they are going to help your business.
Different Use Cases of Instagram Stories for your Business
Here are some different ways that your business can use Instagram Stories:
1. Showcase behind-the-scenes content
People love to see behind the scenes of their favorite brands. You can use Stories to share photos and videos of your team, office, and product development. It’s a great way to connect with your audience on a more personal level and build relationships with them.
Take for example the above story in which Glossier has shared behind-the-scenes of their event in New York.
2. Promote new products or services
Instagram Stories are a great way to announce new products or services and generate excitement around them. You can use Stories to share videos, photos, and other content that highlights the features and benefits of your new offerings.
Take a look at the above image where Glossier introduced its Swiss Miss Balm on their Instagram story. You can also use this strategy for your brand and include a link saying “Buy Now”.
3. Highlight customer reviews and testimonials
Sharing positive customer reviews and testimonials on stories is a great way to build trust and credibility with your potential customers. You can share screenshots of customer reviews or record videos of customers talking about their experiences with your products. You can also use the “Questions” sticker to ask your followers for their comments and opinions.
4. Drive traffic to your website or landing pages
You can use Instagram Stories to drive traffic to your website or landing pages by adding links to your Stories. You can share a link to a blog post, product page, or landing page for a special offer.
Casper, for instance, has shared blog links on stories to help boost website traffic and increase blog views.
5. Engage with your audience
Instagram Stories are a great way to engage with your audience and build relationships. You can use Stories to ask questions, run polls, and host Q&A sessions.
Dollar Shave Club, for instance, ran a poll series on Instagram stories to engage with users by asking them questions relevant to their brand.
Now that you have a clear understanding of Instagram stories and posts, let’s address the elephant in the room: Instagram Story vs Post.
Instagram Story vs Post: Which One Is Right for Your Business?
Before we talk about Instagram stories vs feed remember that both are powerful for businesses to share content, but they have different strengths and weaknesses.
If you want to share evergreen content that a wide audience can see, posts are the way to go. If you want to share more intimate, ephemeral content designed to engage your audience in a more meaningful way, Stories are a good choice.
Instagram posts give you the opportunity to tell deeper stories about your products or services. Instagram Stories can be used to create a more personal connection with your audience.
Stories also offer a variety of interactive features, such as polls, questions, and stickers, that can be used to engage your audience in more meaningful ways. However, creating posts can take longer than creating stories and has few interactive features.
To dig deeper into the Instagram Story vs Post debate, understand that the average reach of your Instagram Stories is 5-7% of followers, compared to posts with a reach of 8-10% of followers.
However, the average engagement rate for Instagram Stories is 1.95%, while the average engagement rate for posts is 0.54%. This means that, on average, Stories generate more engagement than Posts. More importantly, Instagram Stories can be used to drive audiences to your website, but you can’t add this option to Posts.
So, which format should you use: Instagram story vs post? It depends on your goals and the type of content you want to share.
You can also use posts and stories together to create a more engaging experience for your followers. For example, you can share a teaser of a new feature in your story and encourage followers to swipe up to read the full caption. You can also share a behind-the-scenes video of a new product to your story, then share a post with more information about the product.
No Matter What You Choose, Do it With an Audience-First Approach!
Instagram Story vs Post is a never-ending debate. But whatever format you choose, make sure your audience is always at the forefront of your mind.
That’s why creating the right content, choosing the right format, and understanding your audience is essential. Social listening, monitoring, and analytics tools can be useful here as they can provide insights into your audience’s likes, dislikes, and interests. This information can then be used to create more engaging content and most important aid in Instagram stories research.
Looking to fine-tune your Instagram marketing strategy to reach the right audience? Get started with Radarr.
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