Explicitly defining your expectations up front boosts an influencer’s ability to get content right from the beginning of the partnership. It’s a win-win situation, but only if brands proactively set influencers up for success. 

Use this influencer marketing brief template to set the right foundation for your relationship. It will help you outline the details that matter, including: 

• Establish clear partnership guidelines for mutual success
• Provide well-defined deliverables by content format and platform
• Share inspiration that helps creators nail their sponsored content the first time

Download the template today to set a solid foundation for your next influencer marketing campaign.

The post Elevate Your Next Campaign With This Influencer Marketing Brief Template appeared first on Sprout Social.

Successfully marketing to, engaging with and building brand loyalty in customers is a complex process. Simply knowing your ideal customer’s age and location isn’t enough. Demographics are a part of defining a marketing target audience, but truly resonating with your customer—and their changing wants, needs and challenges–requires much more.

In this guide, we’ll help you understand what a target audience is and the different types. We’ll cover the benefits of finding your target audience (and how to do that) and a few target audience examples from brands doing it well.

Table of contents:

• What is a target audience?
• Types of target audiences
• Benefits of finding your target audience
• How to find your target audience
• Target audience examples

What is a target audience

A target audience is the group of people you want to purchase your products or services. Very few companies will ever have a target audience of “everyone”—trying to sell to everyone will often result in selling to no one. Instead, your target audience will be made up of people who will benefit the most from your products. This group is defined by certain demographics and behaviors, which can be segmented into specific personas. These personas give you a mock individual who represents the average person in a specific target audience.

Different channels in your marketing strategy (e.g. TikTok, billboards, Facebook, radio ads) will be a better fit for some of your personas than others. Understanding the different types of target audiences is helpful in creating useful personas and strategizing where to best communicate with them.

Types of target audiences

Within your main marketing target audience there are sub-groups of people who share unique characteristics. Exploring these sub-groups, or types, helps you create specific personas. Here are the most common five.

Demographics

This is likely the target audience type you’re already familiar with. You can create target audiences based on things like age, location, marital status and gender identity. A married Millennial based in a large coastal city will have different needs than a single Gen-Z at a midwest university.

Social media demographics vary by channel.For example, according to Statista, 18% of TikTok’s global audience is women aged 18-24. The same group makes up only 8.9% of Facebook’s worldwide users.

Psychographics

Psychographics are used to group a target audience by belief systems, values, interests and more. Often, these characteristics are what defines your customers’ motivations, challenges and needs. If your brand offers an alternative health remedy, your audience’s beliefs and values likely reflect an openness to natural medicine and a priority on wellness. In many cases, your target audience wants to see that your entire brand speaks to their beliefs, not just through a single product. Sprout’s 2023 Social Index Report^TM found that 21% of consumers follow brands on social media because their values or mission align with their beliefs. Tapping that connection is key to building ongoing brand loyalty.

Purchase intention

Customer journey lengths differ across products and services. A target audience defined by purchase intention highlights this fact, helping you understand where customers are on a purchase timeline. For example, a customer looking for a new car might start doing in-depth research several months before they actually make a purchase. A potential customer for a boutique clothing brand, however, is often not searching for clothing months before they hope to buy. Also, larger purchases usually happen infrequently or just once (e.g. the car) where smaller purchases may happen on a regular basis (e.g. the clothing).

Subculture

A subculture is a group of people who share a common interest.  There are likely several of these groups among your broader audience, and they will shift in popularity over time, such as Star Trek’s “Trekkies” or Taylor Swift’s “Swifties. Even if your brand doesn’t have a product specifically targeted to a subculture, there are ways to leverage your marketing to speak to trends authentically.

In this example post from Dunkin’, an ad for their new energy drink directly targets winter sports fans in a season where hot drinks normally take precedence.

Lifestyle

A target audience defined by lifestyle characteristics includes things like income, spending habits, travel, likes and dislikes. It’s also useful to understand what your customers’ discretionary income is like, especially if your product requires a large investment. Knowing their media consumption habits, particularly where they go to make purchases, is also critical. For example, are they comfortable making purchases on apps like Instagram shops, or do they prefer to make purchases in person?

Benefits of finding your target audience

So, why should you invest the time in finding your target audience (aside from the nerdy fun of diving into stats and data)? There is a wealth of benefits to finding your marketing target audience, making the process well worth the effort.

Increase ROI

In marketing, return on investment (ROI) decides everything—from software purchases, to department budgets and your social media advertising plan. Finding your marketing target audience will set you up for success from the very beginning of implementing your strategy. You’ll know where to prioritize and what approaches to shelf, so that come reporting time, you’ll have an impressive social media ROI to show.

Stand out from your competitors

When doing a competitive analysis, see if you can suss out how similar companies are defining their target audience. What types are they using and how are they marketing to them? Does this seem correct to your industry? You could discover opportunities your competitors are missing or stand out by marketing more authentically to your shared audience.

Develop your brand voice

Though your brand likely did a lot of development long before making a sale, your brand voice is really created once you start speaking to customers. With a well-defined target audience, you know exactly who you’re talking to and what questions they’ll ask. With the right background knowledge, you’ll soon be answering those questions in your unique tone and voice.

The Calm app helps burnt-out young to mid-age adults relax. In this Instagram post, the brand shares a light-hearted jab at “hustle culture” with a cute image and an invitation to engage, all in their defined brand voice.

Cultivate brand loyalty

There’s no replacement for authenticity because customers can spot a fake right away. When you know your target audience, you can communicate with them in a more human way. Your customers are real people, and they want that to be acknowledged. Throw out the generalities, give customers personalization and you’ll build brand loyalty in return.

How to find your target audience

Finding your marketing target audience involves some research, data mining, listening and a bit of creative thinking. Here is a brief guide to some of the key steps.

Use market research

Market research is necessary to keep a pulse on your individual industry and what trends are affecting your customers. Conducting market research will help you uncover your potential target audience’s pain points, what they’re searching for and what they’re buying. A key part of market research is also analyzing competitors. Find your top competitors and do an audit of their target audience. The chances are that they’ll be connecting with people who could also be valuable to your business.

Dig into your business intelligence

Business intelligence includes insights from both internal and external data. Analyzing this broad collection of information helps you make better marketing decisions, including discovering and refining your target audience. You may even realize you have more than one target audience, whether that’s because of subgroups or different products your brand offers. Data tells a story, and business intelligence will help you form that story.

Tap Voice of Customer data

Your Voice of Customer data comprises direct and indirect feedback from existing and potential customers across sources such as reviews, social media comments and surveys. It contains data that clearly defines your target audience, personas and subgroups. When reviewing, look for patterns in questions, complaints or praise. Also, look for themes in the location or age groups of respondents tied to those patterns.

Leverage social listening

Social listening is the practice of tracking conversations your target audience is having about your brand and related topics. This requires looking beyond posts your brand is tagged in, and reading between the lines to analyze what’s really being said. Use the information to refine your target audience into sub-groups and adjust as you go.

Target audience examples

A key way to learn how to market to your target audience successfully is by studying brands that are doing it well—whether they’re in the same industry as you or not. Let’s take a look at four standout brands when it comes to target audience marketing.

Nike

Nike’s target audience is made up of athletes, fitness aficionados and sports enthusiasts. The brand often targets specific subgroups, including women in sports and younger athletes. While the majority of their target audience enjoys professional sports, many of them are also big fans of college sports and rising stars on the field and court. In this video celebrating Iowa Hawkeyes basketball player Caitlin Clark becoming the NCAA Division 1-all time highest scorer, Nike taps a few of their specific target audience types and gives a young athlete a highlight reel video worthy of the pros.

CISCO

With an impressive following of six million on LinkedIn, CISCO’s social media marketing approach reflects their likely target audience of tech professionals who use the company’s products at work. CISCO knows most of this audience consumes their content at work or on breaks, looking for information that helps them grow and uplevel in their careers. This post offers a link to an article on the very timely topic of AI, and includes a bite-sized video to grab attention (and play to the algorithm).

Domino’s

Domino’s is a great example of leveraging different social media platforms for different audiences. While they do use some of the same content across all of their social channels, there are key differences that point to an understanding of their various audiences on each platform. For example, Facebook audiences tend to skew slightly older, and re-sharing memes is a popular activity. Knowing this, Domino’s posted this tongue-in-cheek, ready to share image.

On TikTok, the audience tends to be younger and interested in videos they find a personal connection to. Astrology is a popular hobby among this demographic, as are “__ as Zodiac signs” videos. Millennials and Gen-Z love to know which item lines up to their personal sign, and this can even be used as a sales tactic. Dominos tapped into this trend on TikTok, matching each Zodiac sign with a menu item.

Cook’s Illustrated

Cook’s Illustrated is known for their scientific and educational approach to cooking, as well as their beautiful yet minimalist imagery. The magazine’s audience loves food, and wants to learn the science behind why and how different cooking methods work. And who doesn’t enjoy browsing pictures of delicious food?

In this Instagram post, Cook’s Illustrated offers an interesting lesson on ways to cook onions while keeping imagery the focus and the text easily digestible. The post is saveable for followers to come back to, and includes bright photography.

Create authentic connections with your target audience

Knowing how to find your target audience is the first step in creating a marketing strategy that really resonates with your customers. No one likes to be “sold” to, and building relationships with your target audience that last brings strong ROI to your brand and establishes you as a trustworthy partner. Take the time to get to know your audience on a personal level and you will reap the benefits. Download our free worksheet for creating authentic connections with your marketing target audience to start developing your customer relationships.

The post Target audience: What it is and how to find yours appeared first on Sprout Social.

AI can transform how your team operates for the better, but only through the thoughtful implementation of tools and resources. This workbook is designed to help you map out an AI social media strategy that makes the most of this emerging opportunity. It will help you:

• Recognize the pain points in your current processes and transform them into strategic goals for your AI social marketing strategy.
• Chart the opportunities and gaps in your existing tech stack.
• Identify the unique ethical considerations that must be addressed to promote the responsible use of AI.
• Prepare for AI vendor discovery and evaluation

Download the workbook and start saving your team valuable time today. 

The post [Workbook] How to design your AI social media marketing strategy appeared first on Sprout Social.

The good news is you can add Instagram hashtags to Reels the same way you add hashtags to posts to boost visibility, reach and engagement.

In this post, you’ll find a curated list of the top Instagram Reel hashtags for travel, fitness, food, fashion and other categories. We’ll also talk about the value of using Reel hashtags for Instagram and share tips for finding the best hashtags for your brand.

Let’s dig in.

Table of contents

• Why use hashtags in your Instagram Reels
• Tips for finding the right Instagram Reel hashtags for your brand
• Best Instagram Reel hashtags for 2024
  • Top Instagram Reel hashtags
  • Fitness Instagram Reel hashtags
  • Travel Instagram Reel hashtags
  • Food Instagram Reel hashtags
  • Fashion Instagram Reel hashtags
  • Funny Instagram Reel hashtags
• Use Instagram Reel hashtags to grow your brand

Why use hashtags in your Instagram Reels

Using hashtags can do more than just get more eyes on your content. Hashtags are also excellent targeting and analytics tools. Here are three benefits of using Instagram Reel hashtags for your business:

Make your content easier to find

Hashtags can put your content in front of a larger audience, including users who don’t follow you on Instagram. Adding them to Reels offers the same benefits as adding hashtags to posts. It helps people interested in your topics or themes easily find your videos.

This, in turn, gets your content more engagement in the form of likes, comments and shares—the holy grail of social media success. Take it a step further and engage with users who interact with your hashtags to strengthen your brand’s relationship with its audience.

Finally, by monitoring trending hashtags and incorporating them into your posts, you can help your content ride the wave of current events, conversations and Instagram trends. This not only gets you more exposure, but also positions your brand as relevant and up-to-date.

Target your niche demographics and audiences

Your videos might go viral, but not everyone on Instagram is a potential customer. Adding hashtags to Reels lets you target niche communities and specific demographics with your content—people who are most likely to be interested in your products or services.

As a result, you’ll attract more qualified leads and boost visibility among your target audience, ultimately translating into higher ROI for your business.

Use hashtag analytics to refine your Instagram content strategy

Analyzing the performance of different hashtags can provide valuable insights into what resonates most with your audience.

By tracking Instagram metrics like reach and engagement for Reels with specific hashtags, you can refine your strategy and better understand consumer preferences and behavior.

Sprout Social’s Hashtag Tracking tools can help you pinpoint exactly which hashtags work best for your Instagram strategy. Track your most-used and top hashtags or manually add hashtags that are important to your brand to keep tabs on performance.

Tips for finding the right Instagram Reel hashtags for your brand

You know the value of using Reel hashtags on Instagram—but how do you find the right ones? Follow the best practices below to add hashtags that are relevant to your brand and resonate deeply with your audience.

Know your buyer personas

Before you start writing down hashtags, you need to truly understand your target audience. What does your ideal buyer look like? Which accounts do they follow on Instagram? What type of content do they like to engage with?

Dig into original research and analytics to find out key characteristics of your potential customers. Note the hashtags used in Reels these people are interacting with the most.

Then, use these insights to guide your own hashtag strategy. Incorporate relevant hashtags in your Reels that align with the niches and interests of your target audience.

Remember—you are a business creating content to achieve certain goals, whether that’s brand awareness, lead generation or sales. Targeting everyone and anyone is not going to get you results. Focusing on users who match your buyer personas will.

Analyze your competitors

Keeping an eye on your competitors’ content can give you ideas for hashtags you can use in your own Reels. Watch for videos that get the most engagement or views. What hashtags are they using? How many hashtags are they adding to their videos? Are they going after niche keywords or broader hashtags?

Streamline this process with Instagram competitor reports.

Sprout’s competitive analysis features can help you with that. Our tool allows you to track competitor posts, engagement rates, the hashtags they’re using and more. Better yet, compare their metrics with your own to benchmark performance and set realistic goals.

Use competitor analysis to inspire your own content and hashtags. But don’t always copy hashtags off other accounts and Reels—keep experimenting. You might stumble upon some highly engaging hashtags your competitors might be neglecting.

Use branded hashtags on Reels and other content

Capitalizing on existing hashtags is great—but what about creating your own hashtag?

Using branded hashtags in Reels and posts can help you build brand awareness and instill a sense of community in your followers. Branded hashtags are also one of the best ways to encourage user-generated content.

For example, Canva launched a branded hashtag challenge to encourage creators to use the software and share their designs:

Best Instagram Reel hashtags for 2024

Looking for inspiration? Below is a list of 250+ top hashtags for various industries like fashion, travel, fitness and food. We’ve also added popular hashtags for viral and funny Reels—all relevant to brands and marketers.

Top Instagram Reel hashtags

#explore

#viral

#trendy

#reel

#viralreel

#viralreels

#trendingsound

#fyp

#reeloftheday

#trendingreels

#trendingnow

#inspiration

#viralvideos

#viralcontent

#viralmemes

#growth

#success

#businessstory

#brandstory

#luxurybrand

#luxury

#luxurylifestyle

#budgetfriendly

#springvibes

#trendalert

#newarrivals

#musthave

#shopnow

#smallbusiness

#womeninbusiness

#instagramseller

#sellersofinstagram

Fitness Instagram Reel hashtags

#gym

#gymmotivation

#gymlife

#gymtime

#gymlifestyle

#gymworkout

#gymreels

#gymvideos

#gymtips

#gyminspiration

#gymgoals

#fitness

#fitnessmotivation

#igfit

#getfit

#stayfit

#fitfam

#fitspo

#fitlifestyle

#fitinspiration

#fitspiration

#fitnesschallenge

#supplements

#preworkout

#workout

#workoutmotivation

#workoutvideos

#workoutathome

#homeworkout

#workoutoftheday

#bodybuilding

#bodypositivity

#bodypositive

#plussize

#weightloss

#transformation

#weightlossmotivation

#weightlossjourney

#dietplan

#healthybodyhealthymind

#fitmeals

#healthylifestyle

#selfcare

Travel Instagram Reel hashtags

#travel

#instatravel

#travelgram

#budgettravel

#travellife

#travelling

#traveltheworld

#backpacking

#travelwithme

#wanderlust

#hiddengems

#travelinspiration

#shetravels

#dametraveler

#sheisnotlost

#thetravelwomen

#womenwhoexplore

#travelsolo

#solotravel

#solotraveler

#vacation

#romanticgetaway

#beautifuldestinations

#luxurytravel

#luxuryhotels

#forbestravelguide

#sustainabletravel

#sustainabletourism

#responsibletravel

#vanlifemovement

#vanlifediaries

#vanlifeexplorers

#vanlifer

#skoolie

#rvlife

#motorhome

#homeiswhereyouparkit

#camperlife

#staycation

#travelbucketlist

#adventuretravel

#lifeofadventure

#hikingadventures

#getoutside

#outdooradventure

#camplife

#cabinlife

#digitalnomadlife

#nomadiclife

#workandtravel

#wellnesstravel

#wellnessretreats

#traveltherapy

#slowtravel

#foodtravel

#traveleats

#livelikealocal

#besthotels

#beautifulhotels

#hotelsoftheworld

Food Instagram Reel hashtags

#food

#foodstagram

#healthyfood

#foodie

#foodgasm

#instafood

#comfortfood

#recipes

#cooking

#foodstyling

#whatifeedmyfamily

#familymeals

#familydinner

#healthymeals

#healthysnacks

#diet

#easyrecipes

#foodrecipes

#foodideas

#dinnerrecipes

#healthyeating

#lowcaloriesmeals

#easymeals

#chickenrecipes

#mealprepping

#mealprep

#recipeshare

#vegan

#bestofvegan

#feedfeedvegan

#healthyvegan

#plantbased

#plantbasedfood

#vegetarianrecipes

#eatyourveggies

#vegandessert

#healthydessert

#dessertrecipe

#fakeaway

#recipeoftheday

Fashion Instagram Reel hashtags

#fashion

#fashionstyle

#fashionreels

#fashiontrends

#slowfashion

#highfashion

#sustainablefashion

#prelovedfashion

#secondhandfashion

#handmadeclothing

#madetoorder

#bespoke

#custommade

#vintagestyle

#vintagefashion

#vintageclothing

#unisexfashion

#unisexclothing

#styleinspiration

#ootd

#outfitinspiration

#lookoftheday

#thriftstorefinds

#thriftfinds

#thrifthaul

#thriftedfashion

#thriftedstyle

#inclusivefashion

#streetwear

#streetweardaily

#streetstyle

#streetfashion

#howtostyle

#nycfashion

#grwm

#getreadywithme

#athleisure

#activewear

#gymwear

#diyfashion

#fashiontech

#wearabletech

#capsulewardrobe

#lessismore

#minimalista

Funny Instagram Reels hashtags

#funny

#funnyvideos

#funnyvideosdaily

#funnymemes

#funnymemesdaily

#memestagram

#funnyreels

#funnyisfunny

#funnymoments

#comedy

#comedyvideos

#comedyreels

#sketchcomedy

#dailyfluff

#dailylaugh

#dailydose

#standupcomedy

#relatable

#relatablereels

#jokes

#hilarious

#funnyclips

#funnyvids

#justforlaughs

#humor

#humour

#laughoutloud

#laughing

#smile

#memes

#haha

#lol

#lmao

Use Instagram Reel hashtags to grow your brand

Adding hashtags to your Instagram Reels should be a no-brainer. Hashtags are the easiest way to categorize your content, drive visibility and boost engagement on your videos.

But what’s more important is using the right hashtags. You need keywords that align with your brand and match the needs and interests of your target audience. Only then can you expect to see business growth and results from your social media efforts.

This is where hashtag analytics can help. Track your most-used and top hashtags, competitor hashtags and trending keywords your audience is loving. Use the data to guide your Instagram strategy and watch views and engagement on your content skyrocket.

The post 250+ Instagram Reel hashtags to boost engagement for your brand appeared first on Sprout Social.

According to a Q3 2023 Sprout Pulse Survey, 81% of marketers agree influencer marketing is an essential part of their overall social strategy, but almost half struggle to measure the effectiveness of influencer campaigns. Since the opportunity for influencer marketing looms large, we decided to round up some of our favorite recent influencer campaigns, and demonstrate how they drive business results the C-suite cares about.

Let’s dive into our lineup of brands who excel at influencer marketing, and takeaways you can use to deliver compelling results.

Plot: The brand excelling on LinkedIn

Plot, the up and coming creative management platform, mastered influencer marketing on LinkedIn—a platform even large tech companies struggle to harness. And they’re only in the beta phase of their product launch.

The brand collaborated with trusted voices in the social media industry for the #PlotPartner program to tease their launch and encourage people to sign up for the waitlist. Like Chi Thukral, a Forbes 30 under 30 winner who works in social at HubSpot. In her recent post about the brand, she points out how she uses it day-to-day, and hits on specific pain points social marketers know all too well.

Another post from Lia Zneimer, the VP of Marketing at Teal, shares her candid feedback about how great she thinks the product is, and talks in more detail about the product itself.

The influencer buzz surrounding this new product coincided with Plot raising a $3 million investment round, which the brand will use to accelerate product development and launch the brand publicly. A moment all of LinkedIn is eagerly awaiting. 

The play: Consumers are discerning. They know influencer marketing isn’t the same as word-of-mouth recommendations from friends and family, and they don’t take influencers at their word. But you can still achieve genuine anticipation by allowing influencers to describe how they use your new product in their own words, and take consumers on a BTS journey.

But remember to always look for influencers and partners who actually use your product and understand how it works, especially if you’re in the tech industry.

YSL Beauty: The best date for Valentine’s Day

YSL Beauty, the luxury skincare and makeup brand, rained love on influencers this Valentine’s Day to promote the launch of their new Candy Glaze lip product. From gift giving to quality time to acts of service, YSL had every love language covered.

Leading up to the product launch, the brand sent heart-shaped Candy Glaze gloss press boxes to various beauty influencers. Every video was in the influencer’s unique style, suggesting YSL empowered them to give candid product feedback and put their own creative spin on the videos.

They also hosted an influencer YSL Beauty party during New York Fashion Week attended by celebrities and influencers-turned-celebrities. The YSL event featured lipgloss engravings, lip-print readings and a performance by Jack Harlow. The event was attended by YSL influencers and spokespeople like Dominic Sessa and Noah Beck.

The beauty brand topped off their Valentine’s Day activations by sponsoring the makeup looks of internet personalities, like Amelia Dimoldenberg. Dimoldenberg’s YSL Beauty post was one of her most liked in February.

According to Sprout Social Listening data from February 4 to March 5, 2024, mentions of the new Candy Glaze lipgloss and YSL Beauty increased by 3634% from February 11 to 12, and then leveled off after Valentine’s Day. The week of Valentine’s Day, the posts resulted in over 40 million impressions and more than 554,000 engagements on X and YouTube. That week, the brand and #CandyGlazeLip boasted an impressive 100% positive sentiment. 

The play: YSL Beauty’s campaign launch was an elaborate ecosystem of influencer content that made a major awareness impact. For your next launch, remember to make influencer marketing an integral part of your marketing strategy—not a peripheral tactic.

Disney: “Echoing” what their audience wants

Disney’s newest Marvel miniseries, Echo, tells the story of Maya Lopez, an antagonist-turned-protaginist who embraces her Choctaw family and community, while battling a criminal organization. Maya Lopez is a deaf, indigenous, amputee woman—identities typically underrepresented in superhero franchises.

To create hype for the series premiere, Disney strategically partnered with indigenous and deaf influencers who celebrated the series’ portrayal of the Choctaw nation and a deaf, disabled hero. This included a roundtable discussion between influencers and stars of the show.

According to data from Tagger by Sprout Social from January 1 to March 5, 2024, conversations on social media resulted in over $1 million in earned media value, with some posts garnering an engagement rate of 10%, like this post from @TheDeafFamily

Post-launch, Forbes reported the show performed better (with audiences and critics) than recent Marvel Cinematic Universe ventures with higher budgets.

The play: A series like Echo has been a long time coming for fans of Disney and the MCU. But without the input of indigenous and disabled communities, the series might not have delivered a fair or accurate portrayal of the character. Disney took care when telling Echo’s story—and that includes choosing with influencers to partner with on promotion. When finding influencers to partner with, remember representation matters.

Porsche: Luxuriously whimsical content races to the top

When you visualize auto industry influencer marketing, you might picture luxurious vehicles and idyllic adventures. You probably don’t think of fashionable grandpas or adorable gray cats. But, those are exactly the influencers German automobile manufacturer Porsche is partnering with on TikTok. A far cry from the car-centric, sleek content on their other channels like Instagram and Facebook (and their competitors’ content).

User comments—both on the influencers’ pages and their own—suggests fans of the brand are loving it. These influencer partnerships are helping Porsche create their own cultural moments and reach younger consumers.

Porsche’s quirky TikTok content helps them soar past auto industry competitors on social media. So far this year, Porsche’s influencer marketing content delivered $56 million in earned media value, according to Tagger by Sprout Social data from January 1 to March 5, 2024. Porsche is driving more engagements and earned media value than the other top three auto brands on social, according to Tagger data.

The play: Highly edited, promotional content is not the best use of any brand’s influencer content efforts. Especially when all your competitors are doing it. It’s important to find influencers who can present your product in new and creative ways.

Reformation: Vote in style this election year

In a stunning move that took the internet by storm, Reformation named political icon Monica Lewinsky the face of their new campaign, “You’ve Got the Power,” in partnership with Vote.org. The campaign is meant to encourage voter awareness, while launching a new line of elevated workwear with “strong silhouettes, excellent tailoring and sustainable deadstock materials.”

The reaction to the campaign was overwhelmingly positive, with influencers, creators and internet culture commentators weighing in on its significance. TikTok user @BlakelyThonton said, “This is the most culturally relevant thing Reformation has ever done. Any brand that exists right now must create an emotional reason for being…[Lewinsky] is the perfect vessel for a message about workplace power dynamics.”

The initial post announcing the campaign received more than 39,000 likes on Instagram and almost 17,000 views on TikTok. According to Sprout Social Listening data from February 26 to March 11, 2024, the launch was so iconic, it has a 100% positive sentiment rate. Even the brand relished the success of the campaign’s launch in an Instagram Carousel, where it reposted some of the best fan reactions.

The play: The ingenuity of Reformation’s partnership with Lewinsky is how well it speaks to the specific issues their audience cares about. In an era where many brands are shying away from the political limelight, brands can still use influencer marketing to make their values known. Just be careful to work with influencers who have a high “approval rating” with your audience.

Influencer spotlight: Corporate Erin

Though not technically an influencer marketing brand deal or campaign, we are so inspired by the humor, satire and realness Corporate Erin brings to her social presence, we decided to include her in the lineup.

Her humor is a spot-on impression of the pitfalls of corporate culture—including corporate jargon, unrealistic expectations of employees and atrocious work-life balance.

See more from Corporate Erin (aka Lisa Beasley) in Sprout’s on-demand webinar about building data-powered social strategies.

The play: The best influencer content feels genuine—conveying relatable truths and capturing the creator’s unique artistic style. Corporate Erin’s videos are a reminder of why overly prescriptive creator briefs tend to result in lackluster content, while authentic posts perform well. Influencers understand what their audience wants, and that isn’t neatly scripted, overly promotional content.

Grow your discoverability with influencer marketing

That concludes this month’s installment of the PPR. Stay tuned for next month’s edition where we’ll be digging into brands who use AI to enhance their social content. Until next time, keep these points in mind:

Looking for more on influencer marketing ROI? Read up on this six-point framework for cracking the influencer ROI equation.

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.

The post Post Performance Report: Influencer marketing campaigns taking over our feeds appeared first on Sprout Social.

Once it locks into place, you’re left with a more complete picture of consumer needs.

When searching for your company’s missing piece, an informed decision is the best decision. Kicking off your selection process with a dedicated research phase can pave the way for better process and performance outcomes.

The tool that takes your team’s efforts to the next level is out there. Keep reading to find out what you need to know when choosing an enterprise social media management software.

• Social media for enterprise: Why it’s taking center stage
• How to choose the right enterprise social media management software
• The enterprise social media management tools your business needs

Social media for enterprise: Why it’s taking center stage

Social media has fundamentally altered the brand-consumer relationship. Industry trailblazers—who have championed a new era of brand relevance—have made consumers more receptive than ever to seeing businesses in their feed. Audiences aren’t just passively consuming branded content, they’re looking for it.

According to The 2023 Sprout Social Index™ Report, 68% of consumers follow brands on social media to stay informed about new products or services. Nearly half (48%) follow for access to exclusive deals or promotions. Social has taken the mall experience online, where brands of all sizes go head-to-head for market share.

On social, the best strategy wins. The brands that maximize their use of social data to engage audiences are positioned to foster life-long fans—and generate meaningful revenue.

In a way, this gives smaller businesses a slight advantage, as smaller teams often have more streamlined approval workflows and less internal bureaucracy. If enterprise brands want to capitalize on the full impact of social media, they need to strive for maximum operational efficiency.

Succeeding in the most dynamic channel in marketing calls for more than just creative thinking and a strategic mindset. You need a tech stack designed to dramatically reduce time-to-insights, so you can focus on interpreting trends, developing predictions and making more informed, data-driven decisions.

How to choose the right enterprise social media management software

Enterprise software purchases are a team sport. Throughout the buying process, you’ll likely have to work with several stakeholders across your business, from IT to legal and beyond.

You can ensure that all stakeholder concerns are addressed during the vendor selection process with just a few hours of prep work. Here’s what you need to know to set your company up for social success: 

1. Know your goals

Why does your business need a new enterprise social media management software?

This may sound like an easy question, but asking it is a major step toward ensuring everyone is on the same page. For example, your social team may have different marketing priorities than those operating on the customer service side. Defining your goals creates clarity, which leads to more informed decisions.

Schedule a kickoff meeting with all your stakeholders to decide on top priorities. Remember to keep longevity in mind so you won’t have to repeat this process at the end of your contract terms.

2. Know your governance and compliance policies

When you think of all the bells and whistles you want out of your next social media management solution, governance features probably aren’t at the top of your list. While they may not be particularly flashy, enterprise social media security tools are incredibly important when it comes to eliminating risk.

Work with your IT team to outline the social media governance concerns and requirements you’ll need to discuss with potential vendors. Preparing and sharing a compliance-focused scoresheet before signing up for demos can save both parties time and effort.

Pro tip: Outlining these concerns in a social media RFP helps vendors remove themselves from your process if they can’t meet your security needs.

3. Know your priority integrations

Social data can revolutionize how your business seeks and acts on consumer insights. But if it lives on software that’s isolated from your tech stack, you won’t be getting the full picture.

Identify which social media management integrations matter most when creating wow-worthy customer experiences online. Rank them by importance and mark which are non-negotiable. As you move through vendor evaluations, this will help you identify which software will be most able to meet your needs.

The enterprise social media management tools your business needs

By now, you should have all the information you need to choose a tool that complements both your existing processes and tech stack. It’s finally time to create your vendor shortlist.

• Enterprise social media management
• Enterprise social network
• Influencer marketing
• Customer experience
• Lead generation
• CRM
• Business intelligence
• Workflow and digital asset management
• Reputation management
• Social commerce

Enterprise social media management: Sprout Social

Sprout Social offers a full suite of enterprise-grade tools that unlock significant business impact through social. We work with a roster of partners to ensure your social media processes are integrated into everything from internal communications to customer retention and enterprise reporting. With Sprout, you can mitigate risk, capitalize on opportunities and amplify your brand in a fan-favorite platform.

Our G2 rankings speak for themselves. In 2024, Sprout was named #1 Best Software Product by G2’s Best Software Awards—a recognition informed by authentic reviews by real users. On top of that, Sprout has maintained its status as a G2 Enterprise leader every quarter since 2018.

We could provide you with a whole laundry list of reasons to consider Sprout when selecting a new enterprise social media management tool. In the interest of time, we’ll stick to the top three reasons enterprise organizations choose Sprout for org-wide strategic alignment:

• We invest in research and development: Through strategic acquisitions and investments in cutting-edge AI analytics, we’re enhancing our customers’ ability to drive deeper insights from social media and expand their brand presence. Our AI Assist features are designed through proprietary machine learning and deep automation capabilities with OpenAI’s GPT model, empowering teams to work smarter and achieve greater impact.
• We bring alignment to marketing and customer service teams: Social Customer Care by Sprout Social and Sprout’s partnership with Salesforce Service Cloud set teams up to provide faster, more efficient support. We streamline the handling of incoming messages across networks, integrations, geographies and languages so your service agents can provide better service in less time.
• We speed up time-to-insights: Sprout’s analytics tools provide users with an extensive analysis of their brand’s social media presence in seconds. Reports are easy to build and easy to understand, so teams can focus on using that social data and industry insights to design more effective campaigns.

Enterprise organizations can schedule a demo to discuss their needs and goals with a member of Team Sprout. From there, we’ll take you on a live product tour so you can learn more about how to get the most out of the platform.

Schedule a demo

Enterprise social network: Slack

What is it? Slack is a team collaboration tool that is basically the professional equivalent of AOL Instant Messenger. Companies use this enterprise social network to promote internal communication through direct messaging and group channels.

How does it work with Sprout Social? Sprout’s pre-built integration with Slack helps social teams keep up with approval processes and task flows in real time.

Once a Slack Workspace is connected to a Sprout instance, users can choose which Sprout notifications they’d like to receive via Slack. This is a game changer for time-sensitive engagement opportunities and lengthy approval workflows.

Influencer marketing: Tagger

What is it? Tagger by Sprout Social is the leading influencer marketing and social intelligence platform, revolutionizing how brands and agencies harness data and analytics to drive influencer marketing strategies.

How does it work with Sprout Social? Successful influencer marketing strategies can’t exist while siloed off from a greater social media marketing strategy. Sprout Social and Tagger connect the dots between your influencer and brand social strategies, maximizing workflow efficiency from onboarding to project assignment to execution.

Customer experience: Salesforce Service Cloud

What is Salesforce Service Cloud? Service Cloud is the world’s most popular and highly rated customer service software solution.

How does Salesforce Service Cloud work with Sprout Social? Sprout’s preferred partnership with Salesforce drives a true 360 degree understanding of your customers. The integration pulls together conversations across Sprout and Salesforce Service Cloud so agents have complete context to effectively add the right level of personalization to customer inquiries.

According to the 2023 Sprout Social Index™, 76% of consumers notice and appreciate when companies prioritize customer support. Connecting Sprout and Salesforce Service Cloud allows teams to respond to customers faster, with better solutions that meet their unique needs—a recipe for long-term loyalty and retention.

Lead generation: Adobe Marketo Engage

What is it? Adobe Marketo Engage is a lead management platform that helps marketers nurture prospects and target qualified lead-to-revenue opportunities.

How does it work with Sprout Social? Sprout’s integration with Marketo Engage helps social teams send warm leads over to sales quickly and with all the necessary context needed to get the conversation started on the right foot.

Users can create and edit leads within the Sprout platform, creating a richer lead profile that accounts for a prospect’s full experience with your brand.

CRM: Salesforce and Microsoft Dynamics 365

What is it? Customer relationship management (CRM) tools are like digital rolodexes that house all of a business’ prospect, lead and customer data.

Sprout integrates with two enterprise CRM tools: Salesforce and Microsoft Dynamics 365.

How does Salesforce work with Sprout Social? Sprout’s integration with Salesforce allows users to edit leads, cases and contacts through the Sprout platform. This easy-to-use, pre-built integration supports alignment between marketing, sales and support teams so everyone can take advantage of critical social insights.

How does Microsoft Dynamics 365 work with Sprout Social? Our enterprise social media management solution integrates with Dynamics 365 to assist with lead generation and support case management.

Business Intelligence: Tableau

What is it? Tableau is a visual analytics platform for creating actionable and easy-to-understand data visualizations. The platform processes data from integrated sources, delivering predictions and recommendations using Einstein AI.

How does Tableau work with Sprout Social? Sprout Social’s Tableau Business Intelligence (BI) Connector layers rich social data on insights across marketing channels, creating a truly omnichannel view of the customer experience.

This centralized source of audience insights empowers enterprise brands with the resources necessary to identify opportunities to meaningfully influence the customer journey.

Workflow and digital asset management: Dropbox, Feedly and Canva

What is it? Creating a single piece of content can require several video clips, graphics and reference materials. Workflow and digital asset management tools centralize these files in a single location for easy storage and sharing.

Sprout Social integrates with three workflow and digital asset management tools:

• Dropbox: a cloud-based file hosting service that helps teams share files and folders easily.
• Feedly: a news aggregator that allows users to organize and research stories by topic.
• Canva: an online graphic design tool that can be used to create social media graphics, videos and presentation decks.

How does Dropbox work with Sprout Social? Sprout’s integration with Dropbox streamlines content creation by allowing users to access Dropbox files from directly within the Compose tool.

How does Feedly work with Sprout Social? News aggregators can level up enterprise social media management by creating a direct stream of content inspiration in a centralized location.

Users who connect their Feedly account to Sprout Social can access their personal RSS feeds from the Feeds tab. This content can be used as third-party social shares or for extra doses of inspiration.

 How does Canva work with Sprout Social? If your team relies on Canva to punch up your visuals, Sprout’s Canva integration lets you import design files from your Canva folders for beautiful, on-brand social creative, every time.

Reputation management: Glassdoor, Tripadvisor, Yelp and Google My Business

What is it? Social proof is a psychological phenomenon in digital marketing that has both risks and rewards. While seeking feedback can open your company up to critique, positive feedback is too powerful to miss out on.

Enterprise businesses face a unique challenge when it comes to reputation management. The larger your company, the more customer touch points. More customer touch points leave more opportunities for feedback.

Using social media reputation management tools like Glassdoor, Tripadvisor, Yelp and Google My Business can help enterprise businesses be proactive with reviews, even at high volumes.

How does Sprout work with Glassdoor, Tripadvisor, Yelp and Google My Business? The Reviews tab in Sprout Social centralizes feedback from all four sites.

Enterprise businesses can create multiple filtered views to triage and respond to reviews across channels. You can also report on reviews by volume and star rating from the Reports tab.

Social commerce: Shopify and WooCommerce

What is it? Social commerce—the buying and selling of goods and services within a social media platform—is creating brand new revenue opportunities for enterprise organizations.

To sell directly on social media, marketers typically must link their ecommerce platform to their enterprise social media management tool. Sprout integrates with two ecommerce platforms: Shopify and WooCommerce.

How does Sprout work with Shopify and WooCommerce? Marketers can set up their social commerce shops by integrating their preferred ecommerce platform with Sprout Social.

Once the platforms are connected, you can curate your shop by selecting which listings you’d like to promote on social. Listings can also be promoted in scheduled content using custom product links, turning social into your new storefront.

Enterprise social media management is your tech stack’s missing piece

Social data can do more than just connect the dots between strategy and ROI. When it’s used in collaboration with other enterprise tools, it can provide the insights needed to drive proactive decisions.

To put it simply: When you invest in social data, you invest in future-proofing your business for the road ahead.

Use Sprout Social to create clear links between your social strategy and business impact. Learn more about our enterprise-level social media management software today.

The post Enterprise social media: The tools your organization should use in 2024 appeared first on Sprout Social.

And the campaign doesn’t end when your team hits “publish.” Tracking, monitoring, listening and analyzing campaign results is crucial to refining your social media marketing strategy and proving the far-reaching impacts your team has on company goals.

In this guide, we’re sharing the essential steps to running a social media campaign plan, four (and a few bonus) of our favorite recent campaigns and 20 tips for building your own unforgettable campaign.

Skip ahead with these links:

1. 1. 1. What is a social media campaign?
         
      2. How to plan the best social media campaigns
      3. How to run a successful social media campaign
      4. 4 creative social media campaign examples to inspire you in 2024
      5. How to create KPIs and benchmarks for a social media campaign
      6. 20 factors the most successful social media campaigns have in common

Before you dive in, download our social media campaign brief template to start your campaign efforts strong.

Download the template

What is a social media campaign?

A social media campaign is a coordinated set of marketing actions across one or many social channels. The tactics share a common purpose and are designed to reach your company’s goals.

They’re usually part of an omnichannel strategy. Components of a social media campaign include:

• Organic posts
• Paid promotions
• Contests and giveaways
• Branded hashtags
• User-generated content
• Creator and influencer partnerships
• Accurate reporting

How to plan the best social media campaigns

Before you can get creative with your campaign, you need to do your research. And this starts by putting an ear to the digital ground and listening—to both your audience and competitors alike.

To design the strongest campaigns possible, start by listening to what your audience is saying on social. Using an AI-powered social listening tool like Sprout to analyze conversations across all social networks enables you to do three crucial things to build your campaign:

1. Understand your target audience

When you don’t begin by listening to your audiences and build campaigns around what they actually care about, you might end up pushing out content that just isn’t quite right.

Social listening enables you to analyze your target audiences’ conversations about your brand, product, competitors and existing campaigns. And that makes it possible to extract the topics that matter to your target audience and develop campaigns and messaging that resonate.

2. Do a competitive analysis to set yourself apart

A competitive analysis can also help you understand where you fall among your competitors—where they fall short and where you outpace them. Knowing your competitive position can help you set goals for your campaign. For example, using social listening during a competitive analysis can help you understand metrics like share of voice. You can understand how you stand out from the competition and how you need to tailor your campaign to improve your SOV.

3. Analyze campaign performance

AI-powered social listening tools enable you to go beyond measuring performance metrics to actually understand how audiences feel about your campaigns.

Understanding how past campaigns were received is helpful when crafting new ones. But it can also be helpful in the moment if you need to adjust a campaign that isn’t getting the right reception.

How to run a successful social media campaign

To run your high impact social media campaign from start to finish, use this three-step process.

1. Brainstorm social campaign themes

Generate social media campaign ideas by asking your team (and teams outside of social) these questions:

• What are your target audience’s challenges?
• How does your brand help overcome them?
• What do we want to accomplish with a social media campaign?

During the ideation stage of your social media campaign, it’s imperative to consult with teams from other business functions to ensure you have a complete understanding of your customers, your products and your competitive landscape. The insights you glean from other teams can inform and bolster a campaign to make it even more audience-driven. In fact, The 2023 Sprout Social Index™ revealed that 65% of marketers agree other departments inform their social efforts.

2. Build out your creative and content

Once you ground yourself in the “why” behind your campaign, it’s time to build out the content. Here are some sources of creative inspiration that will help make your next social campaign truly memorable.

Partner with influencers and creators

Influencers and creators are already masters of creating content that resonates. They’ve built their followings based on engaging content they share on social. With their expertise, they can produce unique content for your brand that strikes a chord with their community.

Most importantly, influencers bring a key element to your campaign: authenticity. Which, according to the 2023 Index, is the number one thing consumers don’t see enough of from brands on social.

Align with the customer journey

Not every piece of content you produce needs to align with all members of your target audience across the sales funnel. Instead, shift your focus to create content specific to where your campaign audience is in their buying journey.

For example, in the awareness stage, your goal is to increase the number of people who know about your brand, services and offerings. The content you produce within this stage needs to be eye-catching, but doesn’t necessarily have to speak directly to what your brand has to offer. The focus here is to grab your audience’s attention. “Edutainment” content—social posts that entertain and educate—is perfect for this journey stage. Think infographics and how-to videos.

Share user-generated content 

About 41% of consumers want to see customers and followers on brands’ social content, according to The 2024 Content Benchmarks Report.

By reposting user-generated content (UGC), you fulfill your audience’s expectations while saving your team time and creative resources. And your brand advocates are delighted to be featured by your brand and have a chance to grow their following. So, tapping into UGC is a win-win-win.

Post content formats your audience wants to engage with

Short-form video has been king for a while, and that remains true. The 2024 Content Benchmarks Report found that short-form video was the content format consumers want brands to focus on, followed by static images and influencer content.

But remember that your audience’s preferences might differ slightly from the general population, so it’s important to factor in your most successful content types and themes using your organization’s own benchmark or historical data.

Size up the competition

If you’re running out of content ideas to fuel your social campaigns, turn to your competitors for inspiration. Your brand and your competitors may be targeting similar ideal customer personas, so zero-in on where their social efforts are winning share of voice. What are they doing that works? Where are they missing the mark?

Be careful not to mimic your competitors’ content, but instead use their social strategies as a catalyst for your creative ideas.

3. Choose your metrics and measure success

Choosing the right social media metrics to track and analyze is vital to properly gauge the success of your social media campaigns, and how well your campaign translates to reaching business goals. With the tremendous amount of social data now available, be sure to choose metrics that align with your objectives. For a complete deep-dive, check out this video that walks you through the 17 most important social media metrics.

When it comes to tracking campaigns, engagement metrics—such as the number of unique people who have clicked, liked, commented on or shared your posts—typically provide the most compelling data to determine your campaign’s overall effectiveness.

Once you determine the metrics that matter most to your campaign, start measuring your success and reporting on your social media analytics. Measuring performance throughout your campaign enables you to make adjustments to your social media strategy and content using real-time audience insights.

4. Use technology to manage your campaign from start to finish

To keep your campaign organized—from ideation to content creation to making sense of your metrics—use a social media management platform like Sprout. With Sprout’s Campaign Planner features, create everything you need to run a successful campaign in one place, including briefs, creative assets and analytics reports.

Start your free Sprout trial

4 creative social media campaign examples to inspire you in 2024

Some of the best social media campaigns have joined the ranks of the greatest creative efforts in advertising history.

To help you get inspired, here are some attention-grabbing creative social media campaign examples to get your creative gears turning.

1. LEGO’s Botanicals Challenge

LEGO never fails to create fun content. And recently, they leaned into their slogan “adults welcome” with a social campaign built to bring attention to new additions in their Botanicals Collection—a range of flower-building sets.

LEGO chose the perfect time to promote these new flowery sets—in the lead-up to Valentine’s Day. Their social campaign consisted of a few pieces (no pun intended). On TikTok, they featured a weekly LEGO Botanicals Challenge where florist creators were challenged to make creative displays using Botanicals sets.

On Instagram, they posted beautiful Valentine’s-themed displays and LEGO Botanicals being built by a former contestant on The Bachelor.

And their campaign was taken offline with “Le Florist”—a LEGO store that was transformed into a florist shop populated with LEGO flowers and bouquets.

The takeaway: We don’t all have hire-a-former-Bachelor-star budgets. But the takeaway from LEGO’s campaign is less about the flashiness and more about the creativity. Their team gave LEGO Botanicals practical, fun applications that were all about connections, celebration and the Valentine’s Day holiday.

Think about how you can involve customers and creators in a fun way, like the Botanicals Challenge—and how you can connect your campaign to people on an emotional level.

2. McDonald’s “W” flip and Grimace’s social media takeover

We just couldn’t choose between these two campaigns. Most recently, you may have noticed that McDonald’s has been flipping the classic golden arches into a less-classic golden “W.”

McDonald’s has been temporarily calling itself “WcDonald’s” in honor of how the massive chain is often portrayed in many manga, TV show, graphic novels and video games. On the digital front, they’ve changed their social channels to reflect this new approach.

And their social content is filled with manga-inspired art and WcDonald’s shorts inspired by the medium.

It’s no question that McDonald’s knows how to have fun on social. And that was also apparent when their character took over posting on their social accounts to promote the Grimace Shake, giving the character a unique voice.

The Takeaway: The WcDonald’s campaign shows that McDonald’s is tapped into how their brand is referenced in media and culture. This is where social listening can help you do the same—use it to understand how people are referencing your brand and if there are any trends you can join in on.

And the Grimace takeover is a great example of how your brand can have some fun on social. Do you have any characters you can hand the mic to? And if not, what creator or even employee takeovers make sense to lean into?

3. #ShotOniPhone and #YourShotPhotographer

These two campaigns aren’t new, but they’re impactful and have staying power.

You’ve no doubt seen Apple’s #ShotOniPhone before—you may have even used it: to date, there are 29.6 million posts using the hashtag on Instagram alone.

And that content and hashtag have been repurposed into countless billboards, commercials and ads for the brand, taking social offline.

Similarly, #YourShotPhotographer by National Geographic is a hashtag that unites Nat Geo’s photo community. They’ve also turned to Instagram to create a space for their Nat Geo Your Shot community, and amassed a following of 6.6 million.

The takeaway: Both of these campaigns are ongoing, and are a stellar example of how you can source UGC and inspiration directly from your community—celebrating your diverse and loyal audience in the process. Your community can fuel campaign concepts and content and bring your brand to life in a new way.

For your next campaign, think about how you can create a hashtag to gather UGC, drum up excitement and even create community amongst your audience.

4. Adidas “Originals” campaign

We love when a brand gets cinematic. The brand’s 2023 “Originals” campaign celebrates the sports celebrities and everyday people alike who embody the brand.

As a core part of this campaign, Adidas created several short films shared across their social channels, based on three of their iconic shoes: Gazelle, Superstar and Samba, which each film is named after.

They shared these films on their YouTube channel and leveraged Instagram to show previews of each film in Reels, connecting their content with the hashtags #WeGaveTheWorldAnOriginal and #AdidasOriginals.

The takeaway: We’re not saying you need to create high-production films or hire celebrities for your next campaign. But we are saying that you should tap into the storytelling angle behind your brand and product. Adidas did this beautifully, highlighting and honoring their audience, history and product in this campaign.

​​More social media campaign examples by network

Like these examples, many of the most successful social media campaigns span multiple networks simultaneously—with most translating to channels outside of social. But if you’re looking to create a network-specific campaign or tailor your campaign to different network specifications, here are some helpful resources.

• 5 brilliant Facebook campaigns (and why they worked)
• 5 X (formerly known as Twitter) campaigns your business can learn from
• Instagram campaigns failing? Learn from these highly-successful brands
• 9 tips for designing TikTok campaigns (plus examples)
• The essential guide to YouTube ad campaigns

How to create KPIs and benchmarks for a social media campaign

Two of the most important parts of a social media campaign are setting the appropriate social media goals and measuring performance. This is crucial if you want to create stronger campaigns in the future, quantify ROI and business results and report to stakeholders.

Here are a few tips that will help you set KPIs and benchmarks for your social media marketing campaigns.

Identify the “why” behind your campaign

Knowing the key outcomes that matter most to you will help identify and inform your KPIs. If your goal is awareness, then impressions, reach, share of voice and video views will be key for you.

If your goal is to drive sales and website traffic, then leads, clicks, trials, downloads, conversions and website traffic will be key. And many of these are easy to track in Google Analytics by using UTMs.

If your goal is a better brand perception, tracking sentiment will be crucial.

Pro tip: There are three engagement metrics that are universal among the major social networks:

• Clicks: Users are only going to click on content that interests them. If you experience high clickthrough rates, your content is intriguing enough for users to want to see more, meaning that your content is effective.
• Likes: If your content resonates with an audience and is receiving a high number of likes, it will naturally gain popularity (and hopefully collect more clicks).
• Shares: Clicks and likes are good indicators of audience interest. However, when users like your content enough to share it, you’ve achieved the holy grail of relevancy and will increase your visibility.

See how you stack up against competitors

Once you know the “why,” the next step is to put a number to your goals. And one of the most helpful ways to do this is by benchmarking against your industry, competitors and yourself.

First, see how your brand stacks up against the competition—what’s your share of voice? And how is your content performing compared to theirs? Using a tool like Sprout’s competitive analysis listening tool or competitive analysis reports does this automatically, so you don’t have to do all the math yourself.

You can also measure campaign performance against industry benchmarks, like those found in Sprout’s 2024 Content Benchmarks Report. And don’t forget to benchmark against yourself, as well. Where is your share of voice and brand sentiment now? And what are your current performance metrics like? Pair where you’re at with your campaign’s purpose to understand what goals you need to achieve, and where you want to see that impact.

Set SMART goals

SMART goals are a framework to use when setting goals for your campaign, and social media channels overall. They are Specific, Measurable, Achievable, Realistic and Time-sensitive.

Ensure the goals you set for your campaign follow this framework to ease the process of setting goals, and to better track success.

Report on success

Don’t keep your campaign results to yourself—share them with your team and relevant stakeholders outside of it, from senior leaders to customer care teams.

Reporting on your campaign will help you refine how you set goals in the future, and refine future campaigns. It will also give you the chance to celebrate and communicate the success and learnings of your current campaign.

From different channels to influencer content and paid vs. organic posts, there’s a lot to measure across campaigns. A tool like Sprout enables you to report on your campaign across channels, posts and types of content in one place with a robust suite of analytics and reporting tools.

20 factors the most successful social media campaigns have in common

As you prepare to run your social media campaigns, keep these 20 factors in mind.

1. Talk to customers

Gather insights to learn what customers think about your products and industry at large. Then you can create tailored social media campaign strategies that address specific challenges.

How to do this: Partner with your sales and success teams to learn about your customers. Whether you join a call, send out a survey or consult with your internal team, stress how customer intel will help you create better campaigns (and more sales).

2. Learn from people outside your business function

Some of the best creative ideas you’ll find for social media campaigns come from outside the marketing department. Remember to consult internal teams like sales, R&D, product development and HR when crafting your campaigns.

How to do this: Regularly convene with teams outside of social media to boost your strategy and further your impact. Consider hosting a “social media council” for key stakeholders to bring ideas to the table.

3. Give it a sustained effort

Being able to pivot quickly according to data findings is important. But abandoning a campaign messaging angle or visual approach within the first week or month doesn’t give your content enough time to saturate the market.

By pivoting too quickly, you risk diluting your brand story and recognition with too many different messages. This confuses your audience and ultimately gives your competitors an advantage.

How to do this: We recommend making campaigns at least three months long, and breaking your campaign plan into multiple phases. At the end of each, formally evaluate the data and come up with actionable steps to modify your plan if needed.

By using Sprout’s analytics tools, you can efficiently provide regular reporting updates to your team.

4. Bring in the music (and trending sounds)

Music (and trending sounds) can be a source of inspiration for your social media campaign. In some cases, you can even build campaigns around the perfect song. For others, content made with trending sounds makes for a timely complement to an ongoing campaign.

How to do this: Use resources like the TikTok Creative Center to stay in the know and browse sounds currently trending in your country.

5. Think beyond social

Like many of our favorite social media campaign examples demonstrated, the most effective campaigns have an omnichannel component. Where else would your audience want to interact with your content or your product?

How to do this: Consult with teams in charge of event planning, advertising and product design during your campaign brainstorm to make a business-wide impact.

6. Inspire on social, close in store

Even if your audience is made up of digital natives, there are no replacements for the in-person experience.

How to do this: Whether you have a brick-and-mortar location, pop-up shop or you’re sponsoring a booth at a conference, make an aspect of your campaign face-to-face wherever possible.

7. Maximize opportunities to create content

Thinking back to the LEGO example above, use real-life experiences as a chance to fuel your campaign content pipeline.

How to do this: Capture content of people interacting with your products, team members and spaces. You could even create a meet the team series, if it fits the goals of your campaign.

8. Make conversions a focus

Stay zeroed-in on your conversion strategy to fill the gaps between building brand awareness and driving purchasing decisions. Design campaigns built to have a tangible impact on your bottom line by optimizing your content and distribution strategy for conversion.

How to do this: Fortify your campaign content with strong call to action phrases and measure conversions. Adding UTMs to links makes measuring clicks, conversions and website traffic in Google Analytics easier. And monitor your performance metrics—especially for paid content.

9. Use AI and automation

Hear us out—we’re not saying you should design your entire campaign using AI copy unchecked (see: the Glasgow Willy Wonka experience). But AI and automation can make your workflows and ideation processes more efficient. Use these tools to speed up your campaigns from start to finish.

How to do this: Before your campaign launches, use AI-powered social listening to better understand your audience. During, use AI to help you generate customer care responses to your campaign content faster, and to measure ongoing sentiment. And after, measure your campaign’s success and how people felt about it with social listening and analytics automation.

Investing in a tool that does it all ensures you get the most bang for your buck. Check out Sprout’s suite of AI and automation capabilities.

10. Experiment with ephemeral content

Think beyond your primary feed when designing your campaigns. Today, almost every platform has their own version of ephemeral content. Use these capabilities to infuse your campaign with personality and less-polished, more personalized content.

How to do this: For inspiration, check out our complete guide to Instagram Stories.

11. Identify the influencers and creators to partner with

This is your sign to partner with influencers and creators as part of your campaign. They lend an authentic voice to your content and expand your reach into their relevant audiences.

When looking for influencers and creators to star in your campaigns, keep three things in mind: reach, resonance and relevance. The people you feature should understand each one.

How to do this: According to a Q3 Sprout Social Pulse Survey, over half of marketers use dedicated influencer marketing platforms to help offset the challenge of finding influencers for their campaigns.

Read more about how you can find and vet creators for your next campaign. And remember, influencers and creators aren’t always external. Internal influencers and employee brand advocacy efforts can supercharge your campaign.

An influencer management platform like Tagger can make finding influencers and managing your partnerships easier—learn more about Tagger here.

12. Make customer care a priority

This may seem like putting the cart before the horse. But if you don’t have a robust customer care and engagement strategy during your campaign, you may be missing out on connection opportunities and the chance to convert an audience member into a customer.

According to the Index, 76% of consumers notice and appreciate when companies prioritize customer support. Ensure you prioritize this as you launch your campaign.

How to do this: If you work with a customer support team alongside your social team, get them up to speed on the campaign—especially if it may result in an influx of messages.

13. Look to innovators

If you’re struggling to design high-impact campaigns, take a marketer you know and admire out to lunch, or approach them on social and ask for a quick chat. Come prepared with a set of questions and be as specific as possible. We recommend choosing the marketer(s) behind a particular campaign you were impressed by, and digging deep to find out what you can learn for your brand.

And research how top brands and marketing executives (including yours) operate. Stay alert to top campaigns (like the ones shared earlier in this article) and read interviews with CMO’s from best-in-class brands.

How to do this: We have some social media experts on our staff who are always happy to talk about how Sprout’s full suite of social media tools can help you leverage data to come up with new campaign ideas. And subscribe to blogs and newsletters that feature interviews and advice from leading execs.

14. Partner up

Can you think of any brands that would make good partners during your next social media campaign? These should be brands that:

• Overlap with your brand’s target audience
• Don’t overlap with your product offerings

How to do this: Build out a co-marketing strategy to expand your awareness with your target audience.

15. Plan for retention and acquisition

Retention and acquisition should be two different tracks in your social media marketing campaigns.

On one hand, you’re trying to keep and engage with the customers you already have. On the other hand, you want to acquire more customers.

Some content might appeal to both customers and prospective customers, but you should also create unique content to target each of these segments.

How to do this: In your content calendar, make sure you have posts and mini-campaigns devoted to each of these categories. Use a tool like Sprout’s internal tagging feature to group and categorize your social media posts based on retention and acquisition objectives. That way you can strike the right balance, while keeping an eye on performance.

16. Understand the digital customer journey

As a social media marketer, you need to understand the unique digital customer journey your followers are taking through the marketing funnel. Make sure you know how people interact with your content at every stage in the journey and across all your social channels.

How to do this: Create a customer journey map to guide your campaign’s content creation.

17. Better understand cultural norms on social

Take time to learn about the unique culture of social media. By being immersed in the culture, you will create campaigns that are better attuned to audience expectations and norms.

How to do this: Subscribe to industry newsletters and blogs, spend time on different social media platforms and learn to speak their language (and your audience’s) fluently.

18. Use SEO to inform content themes

The words and terms you want your brand to rank for on Google can overlap with what you want to be associated with on social. Connect with your SEO team to find out which search terms your brand is focused on and weave them into your social media campaign strategies.

How to do this: Read our guide to YouTube SEO strategy to learn how to use SEO best practices in your content development.

19. Stay on brand

Maintain a consistent brand voice across channels, and stay true to who you are. Even if the internet is talking about the Oscars or the latest TikTok challenge, you should only jump on those trending conversations if they make sense for your brand and are relevant to your campaign.

How to do this: Define your brand’s core values, and keep them in mind whenever you create social content.

20. Take care of yourself

Social media burnout is real. It can be easy to get caught up in campaign prep, but working yourself too hard will lead to creative blocks.

How to do this: Take a break. Move around your space. Take a walk around the block. Try a yoga class. Do whatever it takes to reinvigorate your brain so you can create your most successful campaign yet.

Design an industry-leading social media campaign

Running outstanding social media campaigns requires incorporating insights from across your organization and applying them to build compelling, attention-grabbing content.

With this guide, you will be prepared to conduct meaningful research, design creative content and report on metrics that demonstrate impact—the essential steps for building a successful campaign.

For an extra leg up, we designed a social media campaign brief template to help you stay organized, launch on time, keep your brand on budget and align with stakeholders.

The post The complete guide to social media campaigns [+ 4 examples for 2024] appeared first on Sprout Social.

Of these conversations, less than half were positive. A proof point that illustrates what many social marketers already know: Presidential elections make social media a hard place to navigate, even if your brand isn’t inherently political. In a typical year, running social media for a brand account is complex. But during a year like this, the complexity and risk multiply tenfold.

To make it through this year unscathed, brands should consider what audiences actually expect from them, and have a plan in place to protect their brand safety.

Will brands sit this one out?

The dawn of social media activism—from #OccupyWallStreet to #ArabSpring to the 2016 US presidential election—changed people’s expectations of brands. Consumers started demanding that apolitical businesses take on a new level of corporate responsibility. According to Harvard Business Review, “Business has become enmeshed with politics and social issues…By 2018, CEO activism was seen as the ‘new normal.’”

In 2020, we saw brands speaking out more in response to the onset of the COVID pandemic, worldwide Black Lives Matter protests and growing concerns about climate change. So much so that brand activism on social became the expectation, and brands who remained silent on certain issues were heavily criticized.

But in the last few years, consumer demands have begun to shift again.

A few years ago, brands speaking out on issues was non-negotiable. But as The 2023 Sprout Social Index™ points out, today only 25% of consumers believe brands must speak out on causes and news that align with their values to be memorable. In fact, only 21% of consumers follow brands on social because their mission or values align. With skepticism around performative activism on the rise, audiences value brands that prioritize providing excellent service over lackluster public statements.

And it seems brands are growing weary of taking hard stances on political issues for fear that it could alienate members of their audience, invite a tidal wave of hate and trolling, or backfire in the future. When doing research for this article, no brands were willing to speak about their approach to this year’s election—suggesting brands are tired of being burnt by the harsh political limelight.

Some brands, like nonprofits and political associations, will inevitably need to be present in social media conversations about controversial topics. But even they will be selective about how they engage to reach their goals on social. They must be strategic in order to increase awareness, drive engagement and emerge from election season a thought leader. The key is being quick to the draw when it comes to sharing their unique POV on timely topics, and understanding which issues are important to their community. For example, Gen Z voters are particularly interested in mental health, while Gen X is more concerned about employment opportunities.

Though it’s still early, it seems likely that brands will be far less involved in this year’s US presidential election than in 2016, and instead focus on audience engagement and protecting their brand image.

The influencer loophole

While most brands might shy away from sharing explicit statements about their political affiliation, there might be one way they can still demonstrate their values: influencer marketing. Like Reformation’s latest campaign with Monica Lewinsky and Vote.org, some brands will rely on influencers and celebrities to communicate their brand values.

Interestingly, the Reformation campaign focuses most heavily on their new line of women’s tailored workwear and Lewinsky’s political icon status. Even the political message of the campaign—“get out and vote”—strikes a much less political tone than brand activations in 2020.

When looking for the right influencers to work with, consider how their political views will land with your target audience and reflect on your brand. Even if your influencer campaigns are apolitical, your brand will be associated with the influencers’ values. Which can work to your advantage.

As Greg Rokisky, Social Media Strategist at Sprout Social puts it, “When partnering with influencers and creators, the Sprout team examines potential partners’ overall content and presence to ensure they align with our core values. That doesn’t mean uniformity in thought or that we shy away from bold opinions…At the end of the day, these partnerships are meant to create meaningful connections and add value to our community.”

So, if you take the “influencer loophole” in your approach to this year’s election, make sure you do it thoughtfully, authentically and with your brand’s larger goals in mind. Rokisky goes on, “We know creators, like anyone, have their own views and the right to express them. Our focus is on the content that directly relates to our brand, products and the positive impact we hope to create for our current and potential customers and businesses everywhere.”

Social listening is critical to assessing brand health

Whether brands go all-in on an election strategy or dial it back, one thing is true: Businesses have far less control over their brand narrative in the age of social—and social media during an election year is even less predictable.

That’s why leaders from across the business should ask their social team for regular updates on brand health during a presidential election. With social listening tools, they can dive into the sentiment and scope of political topics on social, and monitor for impending crises.

For example, Sprout relies on listening even more in election years. “During the election we will use social listening to tune into conversations that could impact our brand health and image. We are more mindful of protecting our brand from a crisis during the election because tensions are running high, and it increases the risk for every brand online—even B2B SaaS brands,” says Olivia Jepson, Senior Social Media Strategist at Sprout Social.

Sentiment analysis is particularly helpful to gauge the tone of political conversations, and how they intersect with brand health and industry trends.

Social listening isn’t just relevant for this year’s upcoming US presidential election. It’s just as valuable to elections happening around the world. With 64 countries holding national elections this year, potential voters make up 49% of the world’s population. By using a Social Listening solution like Sprout’s, teams can set up queries that track millions of conversations happening worldwide to zero-in on key learnings in seconds and ensure they protect their brand globally.

What it takes for brands to “win” in this election season

Managing social in a presidential election year can feel uncomfortable and nerve-wracking. Like you’re walking on eggshells—one misstep away from your brand cracking under pressure.

But changing consumer preferences suggest many want brands to stay in their lane, and only speak about issues selectively. While this takes some of the heat off of brands, the risk is still high. Companies that want to emerge from election year relatively unscathed and with their goals achieved, need to take more care safeguarding their brand.

Looking for help maximizing your brand protection strategy this election year? Check out our communications plan templates and webinar.

The post Navigating social media marketing in an election year appeared first on Sprout Social.

Lewis leads organic TikTok content strategy for Hollister and Gilly Hicks, two retail brands that operate under the Abercrombie & Fitch Co. umbrella. In his role, he’s responsible for using data to bring their respective brand strategies to life on the platform. Just before the new year, he audited the brands’ TikTok presences so teams can deliver high-performing content more consistently.

“We want to help drive efficiencies for all the teams that support our TikTok presence,” says Lewis. “With that in mind, I knew a social media audit would help us gain a better understanding of our content’s performance and audience engagement over the past year.”

Lewis generously guided us through this work, so you can replicate his approach with your own brand. In this article, we’ll share his tips—including how to share your findings with your team.

• What is a TikTok audit?
• The benefits of a TikTok account audit
• How to conduct a TikTok account audit

What is a TikTok audit?

A TikTok audit is the process of reviewing your company’s TikTok account point-by-point. That includes your profile set up, content strategy, trends in engagement—everything that contributes to your performance on the platform.

This research contributes to a greater understanding of what’s working for your brand on TikTok. Your findings may also supply ideas for creative testing to optimize your brand’s TikTok presence.

The benefits of a TikTok account audit

Lewis learned a lot from auditing the Hollister and Gilly Hicks TikTok accounts. Some of those learnings have already translated into wins that have streamlined content production and boosted performance.

Here are just a few ways conducting a TikTok audit can drive similar benefits for your brand: 

Refining your strategy

A TikTok audit offers an opportunity to dig deeper into your strategy, providing the context necessary to give your metrics more meaning.

KPIs can’t tell you everything. Not all views are created equal, obviously, nor is all engagement. We want to make sure we’re making a positive connection with our customer, which requires quantitative and qualitative research.

Alex Lewis
Senior Social Media Strategist (TikTok), Abercrombie & Fitch Co.

These insights are more than just helpful—they serve as a roadmap to refining your approach on the platform. In Lewis’ case, his work highlighted the content worth prioritizing, allowing the social team to focus on quality over quantity. “We’re not just putting stuff on the calendar just to meet a publishing quota. We’re ensuring that the content we share has a strong chance of performing well for us.” 

Improving collaboration

TikTok is a team effort. Whether you have a full creative team backing you or a handful of colleagues ready to appear on camera, creating content for the platform truly takes a village.

Content creation for the Hollister and Gilly Hicks accounts is a collaborative effort shared by cross-functional partners across the social, influencer, public relations and product teams—not to mention the stylists and creators that make the merchandise shine. Findings from the brands’ TikTok audit ensure optimal use of everyone’s time. It also provides a meaningful opportunity to acknowledge their contributions.

“It’s an exciting way to celebrate the team members that worked so hard to make these achievements possible,” says Lewis. “TikTok is such a joint effort, so it’s important to circulate praise beyond just the social team.”

Advocating for more resources

In 2023, Abercrombie restructured their social media team for a more platform-specific approach. Through his TikTok audit, Lewis found that a considerable amount of followers across the Hollister and Gilly Hicks accounts began following after shifting to this new structure.

“It’s been really interesting to see how our performance has changed since we started dedicating more resources to the channel,” says Lewis. “It’s fun to look back and see that all that work did play a significant role in our success.”

Findings from your audit can be used to make the case for more social media team resources, whether that be headcount, budget or software. Use the audit to showcase how added resources impacted performance, and how bandwidth limitations are holding you back.

How to conduct a TikTok account audit

The key to a great TikTok audit is going as in-depth as your bandwidth and limitations will allow. “You might not be able to go as deep as you’d like to go, but you can still set aside time to cover your brand’s priorities,” says Lewis.

Let your goals guide your audit and frame what “success” looks like. Here’s a process you can use to set the foundation for your approach:

1. Optimize your TikTok profile and branding

How frequently do you visit a TikTok profile after coming across an intriguing post on your For You Page? That first glance often determines whether users decide to hit the follow button.

Kick off your TikTok audit with a profile wellness check. Here are a few things to keep in mind as you review your setup:

• Branding: Create consistency by ensuring your profile picture and TikTok bio aligns with your brand standards and personality.
• CTAs: TikTok Business account owners can add a link to their bio, creating more opportunities to drive traffic to a relevant page of your website. You can also link Instagram and YouTube profiles to grow your following across the web.
• Pinned Posts: Pinning a post ensures it stays at the top of your profile so it’s front and center for any visitors. Ensure this real estate is used well by dedicating it to your top performing posts, or posts that showcase core brand elements.
• Playlists: TikTok Playlists allow businesses to categorize their public videos so that viewers can watch related content in a single scroll. If you haven’t already, set up playlists that group similar posts so users can easily find what they’re looking for.

2. Conduct a TikTok follower audit for engagement and authenticity

A TikTok audit isn’t just about what you publish, it’s also about who interacts with it. “We use social media tools to keep a close eye on what our audience is saying in comments and across platforms,” says Lewis. “That’s how we get a fuller picture of how people are interacting with our respective brands.”

Audit your following using native TikTok analytics or a tool like Sprout Social to:

• Examine your follower growth rate: Monitor how your account is growing month-over-month. If you’re seeing healthy, steady growth then you may want to consider making TikTok a bigger priority.
• Weed out fake TikTok followers: Bot accounts plague every social media platform, including TikTok. If you leave them unchecked, they can skew your engagement rate for the worse.
• Identify influencers engaging with your content: Look for the emerging and established creators lurking within your follower list. These are warm leads for future creator partnerships.

This effort can yield just as many findings as your content audit. It certainly did for Lewis. “One of the biggest lessons that we took away from our audit is to lean more heavily on our community of creators, whether they’re larger accounts, customers or store team accounts. They showcase our clothes in a really engaging way.”

3. Evaluate your publishing strategy with a TikTok content audit

The secret to collecting juicier insights with your TikTok content audit? Start quantitative, then go qualitative.

“I looked at our top fifty highest performing videos from 2023, based on views and engagements,” explains Lewis. “I also pulled our fifty lowest-performing videos. Then, I went post-by-post and listed the content format, the focus of the video and what kind of sound we used.”

Use a TikTok analytics tool to save yourself the time it would take to manually identify your highest and lowest-performing posts. Sprout Social’s TikTok Profiles Report can deliver a performance snapshot of all the content published within a given period, so you can jump right into analysis.

Once you have that information, you can look for performance trends based on the following criteria:

• Post format: Examine which content formats resonate most with your audience. Do carousels elicit a response? Or trending filters? Also, check to see if certain video lengths perform better than others.
• Content topics: Dig into what your audience likes to see from your brand. Is it promotional content? Memes? Content from influencers and creators? Figure out what works and what doesn’t.
• Audio use: Social’s traditionally been a visual medium, but TikTok brought audio into the mix. A TikTok audit isn’t complete until you look into how trending sounds influence content performance.
• Publishing cadence: Social media consistency is a simple practice that can drive major results, especially on a platform as fast-paced as TikTok. Once you’ve reviewed your posts individually, check to see how your publishing cadence impacts performance over time.

You’ll find takeaways you can apply to your content strategy going forward, even if you review less than one hundred posts. According to Lewis, it matters more that you review an even mix of high and low-performing content.

“Don’t just keep it to the wins,” advises Lewis. “Take a look at what underperformed, too. What patterns do you see? Are there outliers in that content? What can you learn from it all?”

4. Analyze competitor strategies and positioning

A quick competitive analysis allows you to evaluate your performance in comparison to other brands and relevant accounts on TikTok.

Lewis’ teammates stepped in to help him with the competitor portion of his TikTok audit. “It gave us a better sense of the overall content landscape on the platform.”

To add the same layer to your audit, choose three to five competitors and do a brief analysis of their presence on TikTok. How many followers and likes do they have? How often and what do they publish? There’s a lot you can learn from a quick profile review.

5. Synthesize your findings and share with your team

Your brand’s performance on TikTok can inform more than just your social strategy, but only if you share your findings across your team.

After completing your audit, present your insights in a format that is easily understandable to a broad audience. Highlight key findings, share links to top-performing posts and identify opportunities for future testing. This can take a lot of shapes, depending on your preference. If you love a good deck, this social media presentation template will help streamline the creation process.

With that in mind, remember the work isn’t done once you hit send or finish presenting. To truly get the information to stick, you need to reiterate your insights when the appropriate moment strikes. “There are a lot of ways you can go about socializing your findings,” says Lewis. “A lot of times, it’s just sharing anecdotes during meetings with cross-functional partners and leadership.”

Conduct a TikTok audit that levels up your strategy

The social media landscape moves fast. It’s easy to get caught up in day-to-day content creation and publishing calendars. However, truly effective strategies are made when marketers take a moment to pause and evaluate their content.

Setting aside some time to audit your TikTok strategy will set you up for greater success in the future. While you’re at it, make space to review your strategies across platforms. It may sound like a lot of work, but this handy social media audit template breaks it down into manageable steps. Download it today, so you can work smarter tomorrow.

The post How to conduct a TikTok audit in 6 steps appeared first on Sprout Social.

If you’re looking for a sign to start gathering evidence, this is it. This social media time tracker template will help you measure how much of your day goes to manual tasks.

Use this information to:

• Paint a clear picture of how much time it takes to complete routine social media management tasks, like content creation, scheduling, engagement and reporting
• Calculate the amount of time you can save with the help of a robust social media management solution
• Advocate for the resources you need to do your job more efficiently

Put concrete numbers behind the time that goes into making a high-impact social media strategy, and make a stronger case for more support in 2024. Download the template today.

The post Reclaim your day with a social media time tracker template appeared first on Sprout Social.