Through creativity, timing and good content, you as a social media manager can quickly and easily achieve more reach in social networks such as Facebook, YouTube, Snapchat, Instagram & Co. With better content and multimedia content, you convince more influencers and create brand ambassadors for your brand. Multimedia communication has never been so easy and fast as it is today. More tips can be found in the Social Media Blog or for free in my Social Media Marketing Guide.
1. the timing – when is the best time to post on social networks?
All that counts is your target group. Every like, every retweet increases the reach in social networks enormously. The definition of timing is a factor that influences the interaction rate. The majority of people go about their daily tasks. Therefore, all postings should first and foremost be based on your intended audience. And, according to their activities to hit the highest traffic times possible. But traffic volumes (visitor numbers) differ not only according to the activities of your individual target group, but also by the different social networks.
According to various studies, the ideal time is around noon, afternoon (cf. Bitly, Argyle Social and Buddy Media). This gives the first users enough lead time to give likes, but also to be shared. The likelihood of awareness and subsequent interaction increases. Text-heavy posts in the late afternoon and evening should be avoided, as attention spans decrease towards the evening. But interaction frequency differs not only in the content posted and the social network used for it, but also in the intent of the message behind it. Stay true to yourself – as has already been briefly described using the example of Yves Saint Laurant’s posting behaviour. How do you actually measure success? Read more about measurement, goals, target group and reach in social media marketing here.
2. content basics – tagging people, hashtags and added value
The relevance of a social media post to the user is also an important factor. Users have different needs. Therefore, user willingness to share content is an equally central factor to the success of your social media marketing. Office workers want different things than retail salespeople. Students, different things than office workers. Meaningful linking to relevant and current events – emotional linking – from culture or entertainment, increases the relevance of the posting to the particular recipient. The willingness to interact and share content increases. Likewise, links to known brands or people can increase the success of an individual posting.
Another simple means of increasing the reach of a post are hashtags. These abbreviations allow the user to quickly perceive messages in the social network – also in text form. Likewise, on most platforms, hashtags allow for easy categorization and archiving of content on the user side. This is accompanied by fast, timeless access to desired content.
Social media management is about offering added value for users, preparing content in a user-friendly way and ultimately thinking and acting in a customer-oriented way. Regardless of the context and concrete content of the respective posting, it was confirmed by research and expert statements that the qualitative preparation of content increases acceptance among Internet users. By linking to target group-relevant topics and the timing of the posting behavior, the interaction rate and also the reach of an individual post increases.
For manufacturers and retailers, social media and social media manager measures are therefore closely linked. High-priced companies certainly don’t have the chance to promote direct sales via Facebook – which may also be the reason for the reluctance in social media marketing. However, companies do not use the social media platform exclusively for sales: The key to success lies rather in increasing brand awareness and conveying a positive image.
3. creativity – design, content and a little exclusivity for your users
Let’s get started! Take note in your strategy: With a little commitment and planning, you can turn ‘normal fans’ into ‘viral brand ambassadors’ in just a few steps. To engage trendsetters and other users on social media, fashion companies can leverage quality, visual content with exclusive insights – whether fashion pieces, product launches, designs, testimonials, or celebrities and influencers. Fashion companies have the opportunity to inspire new and existing users with deep insights into their brand world and to create loyalty.
Best practice examples from Asos, Otto, Topshop, Yves Saint Laurent and Nike show that actively addressing the user and the subsequent interaction with him, as described in chapter 4.1.2, can bring great success for social media campaigns. Nike+ unites its fans in its own community of runners. Asos leads its users from exclusive glimpses of the upcoming collection on Facebook, Twitter and Youtube thanks to clever multi-channel management. Topshop, on the other hand, also uses the social web for online/offline campaigns to push its own stores.
4. brand ambassadors – fans, virality and word of mouth in social media
Many factors of classic PR can be transferred to social networks. Thus, one’s own brand presence can also be increased through clever personnel marketing. Today, many people inform themselves first and foremost on the Internet, especially in job portals and social media. Thus, among other things, clever personnel marketing also plays a role for one’s own brand presence. Likewise it is however exclusive actions of denn already often spoken. Confirm your users by simple appreciation. This succeeds through specially created content for social media channels, such as backstage material from fashion shows. Likewise, interactive elements can get people excited about your brand online. Involve users in the business process, for example the co-determination of the new design selection for the summer. This appreciation turns users into multipliers and brand ambassadors for your fashion label. There are many reasons to actively present yourself on the social web. And no matter how, your brand presence will inevitably benefit from active, honest social media marketing.
Influencers, bloggers or testimonials – multipliers for your brand
The key to success lies in turning social network users into brand fans. This is the only way to guarantee long-term success for model labels in and through social networks. There are many ways to strengthen the own brand presence. It should be noted that users can be won over by various strategies, even if they cannot yet afford the fashion items (e.g. of the top labels) themselves. Often, fan pages of fashion companies simply serve as inspiration. But with reference to the Facebook comparison, the e.g. young user group on Instagram is the target group of tomorrow with purchasing power. Facebook currently has the highest relevance among the social networks for fashion companies. Fan numbers can also be efficiently increased here with online marketing campaigns – through filter functions such as interests, locations, social relationships, group affiliations or online search queries with Facebook Ads.
Three typesven of influencers can be fundamentally identified:
Brand experts, as experts in their field they are recognized and they are always happy to assist their followers as advisors on certain topics. Brand experts generally maintain a neutral attitude towards a company or a product and always draw on their expertise in the field when making their assessment.
Brand Critics: They are generally critical of your brand, through all their less positive comments within their fanbase, critics exert a negative, direct influence on the opinion of third parties and their willingness to buy.
Brand lovers have a really strong attachment to the brand. They also have extensive experience in marketing, for example
You generate reach via said multipliers. Whether blogger or testimonial, contact the right people. Because most users in social media do not take an active role, but a passive one, it is all the more important for companies to win over trendsetters and multipliers. Because, they have strong influence on the rest of the internet users and not only in social networks. In order to achieve all SMM goals, said trendsetters and multipliers should already have established themselves as opinion leaders and also have a large intersection with the defined target group of your label.
What are multipliers in social networks?
Well-known and, if possible, already prominent testimonials with an affinity for blogging are worth their weight in gold for fashion labels in the age of the Internet. Polarizing people like Bonnie Strange show in Otto’s Stylediaries how the perfect glamour outfit for the evening in the disco looks like. Palina Rojinski promotes Adidas Original on Youtube with countless promotional videos. Testimonials stand for your product, give it value and a face. Whether you are an opinion leader, trendsetter or multiplier, don’t convince with simple marketing messages, create emotions and engage your users. Loosely based on Bhargava (2010) five guiding rules for marketing activities on the social web:
Create inspiring content
Make it easy to share your content
Reward your users
Share your content actively
Encourage embedding of your content
5. content – multimedia content inspires users and increases interaction
Social media content – whether as a posting or ad – should always be created in such a way that it lives strongly from individual and visual content. Contents should be planned multimedia-based. Just make sure that postings are not necessarily text-based. There should always be a simple visual language that works, precisely because it is simple. What works are people, cute animals, big faces – identification opportunities! Emotions, feelings and relatable experiences or situations also determine the success of an individual post. So those who use certain values, opinions and general knowledge like behaviors can benefit greatly. We all have similar emotions, memories and experiences in life.
All users have their different, individual needs, but want to feel part of the community (the group). A meaningful link with relevant information and events (culture, entertainment or celebrities) increases the relevance of the individual posting for the recipients in the social web. The willingness to interact with their content increases. Regardless of the specific content of the individual posting, it has been shown that the targeted content and visual preparation of content increases the acceptance and relevance of your postings among Internet users.
Multimedia communication has never been as easy and fast as it is today. The web has been a social medium for over ten years now.
Become a social media expert in your agency
Insights to increase reach on social networks
Thesuccesses of the social media manager cannot be clearly analyzed by companies – already due to the countless branching connections, comments and discussions outside of the own fan page. However, the metering offers metrics such as ROI or KPIs to determine the value of FMarketing for companies approximately. Fortunately, the potential of social networks is independent of company size. Constant change also allows new brands to quickly generate reach on social networks. Classic print magazines and TV commercials are still the measure of all things. However, the affluent buyer group of the future is not to be found in the classic media, but on the Internet. Some, especially the big fashion companies, have recognized the potential of social networks early on and found solutions, from smart multi-channel management at Asos to past crisis management at Otto. The fact is, dialogues and discussions are permanently taking place on the social web.
24% of Internet users in Germany are fans of a brand or product. Brand fans are active users, they spread messages, share content and media. Brand fans are the basis for success in social media. In social media marketing, it comes down to the intelligent use of existing opportunities and ideas. Reaches and fans can also be generated quickly for new projects. Those who listen to their fans and always respect and reflect the opinion of their users can only win in social networks.
Influencer Marketing Basics from A-Z
Since we have an extremely high volume of inquiries at our social media agency, we wanted to clarify for everyone how influencer marketing works. With our agency, we focus on long-term engagements for our talents. However, many online shops, companies and agencies also need help and support for ‘smaller’ projects. For that, we now have this 6-part free online course on Influencer Marketing. Based on our Instagram software Social Analytics, I show all the steps it takes to set up a successful influencer marketing concept. From the initial definition to monitoring the campaign. More tutorials on social media, marketing, Photoshop, WordPress, SEO, and much more can be found on my advertising agency Youtube channel.
Influencer: Fashion, Trends & Trendsetters
Why do influencers and trends influence us so much? The article about influencers like Brooklyn Beckham, Kim Kardashian and Bonnie Strange
https://lukinski.com/wp-content/uploads/2016/08/influencer-trendsetter-ikonen-snapchat-instagram-vermarktung-werbeagentur-mode.jpg4001100Stephan/wp-content/uploads/2024/04/lukinski-logo-real-estate-investment-germany-house-villa-off-market-clean.svgStephan2016-08-17 09:22:322022-04-03 08:23:265 Tips to Increase Reach for Social Media Managers – Creativity, Influencer, Content.
