Through creativity, timing, and good content, a social media manager can quickly and easily increase reach on social networks such as Facebook, YouTube, Snapchat, Instagram & Co. With better content and multimedia content, you can convince more influencers and create your own brand ambassadors. Multimedia communication has never been this easy and fast before. More tips can be found in the Social Media Blog or for free in my Social Media Marketing Guide.
Zeitpunkt – Wann poste ich am besten in sozialen Netzwerken?
Content Basics – Tagging of people, hashtags and more
Creativity – Design, content and a touch of exclusivity for your users
Multipliers – Fans, virality and word-of-mouth in social media
Content Pro – Multimedia content excites users and increases interaction
More on the subject can be found in the online course Facebook Marketing or in the blog of my Social Media Marketing Agency.
1. Der Zeitpunkt – Wann poste ich am besten in sozialen Netzwerken?
What counts is your target audience. Every Like, every Retweet increases the reach in social networks enormously. The definition of the timing is a factor that influences the interaction rate. The majority of people go about their daily tasks. Therefore, all postings should primarily be directed at the target audience you have determined. And, according to their activities to hit the highest traffic times. However, traffic volume (number of visitors) differs not only according to the activities of your individual target audience, but also due to the different social networks.
The ideal time is in the afternoon, according to various studies. (cf. Bitly, Argyle Social and Buddy Media). This gives the first users enough lead time to give Likes, but also to share. The probability of perception and subsequent interaction increases. Text-heavy postings in the late afternoon and evening should be avoided, as attention span decreases in the evening. However, the interaction frequency differs not only in the published content and the social network used, but also in the underlying intention of the message. Stay true to yourself – as briefly explained by the example of the posting behavior of Yves Saint Laurant. How is success actually measured? Read more about measurement, goals, target audience and reach in social media marketing here.
2. Content Basics – Marking 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, the willingness of users to share content is just as central to the success of your social media marketing. Office employees desire different things than retail salespeople. Students, again, have different desires than office employees. A meaningful connection with relevant and current events – emotional connection – from culture or entertainment, increases the relevance of the post for the respective recipient. The willingness to interact and share content increases. Likewise, connections to well-known brands or people can increase the success of an individual post.
Another simple way to increase reach even after a post is the use of hashtags. These abbreviations allow the user on the social network to quickly perceive messages – also in text form. Likewise, on most platforms, hashtags make it easy to categorize and archive content on the user’s side. This enables quick, timeless access to desired content.
In social media management, it’s about offering users added value, processing content in a user-friendly way and ultimately thinking and acting in a customer-oriented manner. Regardless of context and specific content of the respective post, research and expert statements confirm that the qualitative processing of content increases acceptance among internet users. By linking with topics relevant to the target group and timing the posting behavior appropriately, the interaction rate and also the reach of an individual post increase.
For manufacturers and retailers, social media and the measures of the social media manager are closely linked. High-priced companies certainly have no chance of promoting direct sales via Facebook – which may also explain the restraint in social media marketing. However, companies do not use the social media platform exclusively for sales: the key to success is rather an increase in brand awareness and the communication of a positive image.
3. Creativity – Design, content and a touch of exclusivity for your users
Fangen wir an! Beachten Sie in Ihrer Strategie: Mit etwas Engagement und Planung machen Sie aus ‘normalen Fans’ mit wenigen Schritten ‘virale Markenbotschafter’. Um Trendsetter und andere User in sozialen Netzwerken zu gewinnen, bieten sich für Modeunternehmen qualitativ aufbereitete, visuell gestaltete Contents mit exklusiven Einblicken an – ob Modestücke, Produktvorstellungen, Designs, Testimonials oder prominente Personen und Meinungsführer. Modeunternehmen haben die Chance, neue und bestehende Nutzer durch tiefe Einblicke in ihre Markenwelt zu begeistern und zu binden.
Best Practice Beispiele von Asos, Otto, Topshop, Yves Saint Laurent und Nike zeigen, das aktive Ansprache des Users und die anschließende Interaktion mit ihm, wie in Kapitel 4.1.2 beschrieben, großen Erfolg für Social Media Kampagenen mit sich bringen können. Nike+ vereint seine Fans in einer eigenen Läufercommunity. Asos führt seine User dank geschicktem Multi-Channel-Management von exklusiven Einblicken der kommenden Kollektion auf Facebook, Twitter und Youtube. Topshop dagegen nutzt das Social Web auch für On-/Offline Kampagnen, um die eigenen Stores zu pushen.
4. Markenbotschafter – Fans, Viralität und Mundpropaganda in sozialen Medien
Many aspects of classical PR can be transferred to social networks. This way, your brand presence can also be enhanced through clever personal marketing. Today, many people first inform themselves on the internet, especially in job portals and social media. Thus, clever personal marketing also plays a role in your brand presence. However, it is also exclusive actions that have often been talked about. Confirm your users through simple appreciation. This can be achieved through specially created content for social media channels, such as backstage material from fashion shows. Interactive elements can also excite people online about your brand. Involve users in business processes, 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 in the social web. And no matter how, your brand presence will inevitably benefit from active, honest social media marketing.
Influencers, bloggers or testimonial multipliers for your brand
The key to success lies in turning social media users into brand fans. Only this ensures long-term success for fashion labels within and through social networks. There are many ways to strengthen your brand presence. It can be observed that users can be won over through various strategies, even if they cannot afford the fashion pieces (for example, from top labels) themselves. Often, fan pages of fashion companies simply serve as inspiration. However, referring to the Facebook comparison, the young user group on Instagram is the powerful target audience of tomorrow. Currently, Facebook has the highest relevance among social networks for fashion companies. Follower numbers can be efficiently increased here through online marketing campaigns – using functions such as interests, locations, social relationships, group memberships, or online search queries with Facebook Ads.
Three basic types of influencers can be identified:
Brand experts, recognized as experts in their field, are always happy to offer their followers advice on certain topics. Brand experts generally maintain a neutral stance towards a company or product and always rely on their expertise in the field when making an assessment.
Brand Critics: They are generally critical of your brand, and through all their less positive statements within their fanbase, critics exert a negative, immediate influence on the opinions of third parties and their willingness to purchase.
Brand Lovers have a really strong bond with the brand. In addition, they have comprehensive experiences, for example in marketing
Reach is generated through said multipliers. Whether bloggers or testimonials, contact the right people. Because most users on social media take a passive rather than an active role, it is all the more important for companies to win trendsetters and multipliers over to their side. Because they have a strong influence on the rest of the internet users and not only in social networks. In order to achieve all the goals of SMM, said trendsetters and multipliers should already have established themselves as opinion leaders and in addition show a large overlap 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 figures like Bonnie Strange show in Otto’s Stylediaries what the perfect glamour outfit for an evening at the disco looks like. Palina Rojinski promotes Adidas Original on YouTube with countless promotional videos. Testimonials represent your product, give it value and a face. Whether opinion leaders, trendsetters or multipliers, convince your users not through simple marketing messages, but by creating emotions and engaging them. As per Bhargava (2010), five guiding rules for marketing activities in the social web:
Create exciting content
Make sharing your content easy
Reward your users
Actively share your content
Encourage the inclusion of your content
5. Content – Multimedia content excites users and increases interaction
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Social Media Content should – whether as a posting or ad (advertisement) – always be created in such a way that it strongly relies on individual and visual content. Contents should be planned in a multimedia way. 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 possibilities! Also emotions, feelings and understandable experiences or situations determine the success of an individual posting. Whoever uses certain values, opinions and general knowledge such as behaviors can strongly benefit from it. Because we all have similar emotions, memories and experiences in life.
All users have their various, individual needs, but want to feel like part of the community (the group). A meaningful connection with relevant information and events (culture, entertainment or celebrities) increases the relevance of an individual posting for the recipients in the Social Web. The willingness to interact with their contents increases. Regardless of the specific content of the individual posting, it shows 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 this easy and fast as today. For over ten years, the web has been a social medium.
Become a Social Media Expert in your agency
Insights into increasing reach in social networks
The successes of the social media manager are not clearly analysable for companies – already through the countless branched connections, comments and discussions outside of their own fanpage. However, metering through figures such as ROI or KPIs provides means to approximately determine the value of FMarketing for companies. Fortunately, the potential of social networks is independent of company size. Constant change allows even new brands to quickly generate reach in social networks. Classical print magazines and TV spots are still the benchmark. However, the financially powerful customer segment of the future will not be found in classical media, but online. 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 continuously carried out in 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 is about the intelligent use of existing opportunities and ideas. Even for new projects, reach and fans can be generated quickly. Whoever listens to their fans and always respects and reflects on their users’ opinions can only benefit in social networks.
Influencer Marketing Basics from A to Z
As we receive an extremely high number of inquiries in our Social Media Agency, we wanted to clarify once and for all how influencer marketing works. With our agency, we focus on long-term engagements for our talents. Many online shops, companies, and agencies, however, also need help and support for ‘smaller’ projects. For this reason, we have now created this 6-part, free online course on influencer marketing. Based on our Instagram software Social Analytics, I will show you all the steps needed to set up a successful influencer marketing concept. From the initial definition to campaign monitoring. More tutorials on social media, marketing, Photoshop, WordPress, SEO, and more can be found on my Advertising Agency YouTube Channel.
More on the topic of influencers and social media marketing
Influencers: 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.jpg4001100Stephanhttps://lukinski.com/wp-content/uploads/2024/04/lukinski-logo-real-estate-investment-germany-house-villa-off-market.svgStephan2016-08-17 09:22:322026-08-02 12:02:065 Tips to Boost Reach for Social Media Managers – Creativity, Influencers, Content
