CONTENT
1- More, real assets made by fans and/or micro-influencers.
2- Less is more and aim for 2 PFC/DTP (1 of each or 2 of either) posts per week
3- Awareness is the play and not sales or even engagement metrics.
4- Show off the label more.
5- Highlight retailers more.
ENGAGEMENT
1- Tag retailers in most, if not all PFC Instagram posts.
2- Send fans and influencers into stores to post and then engage heavily.
3- Curate feeds of retailers and be active in their comments.
4- Remain highly active (and for a longer period of time) in comments on influencer and brand collaboration posts.
5- Use more surprise + delights (coupons, discount on the website) to bring someone down the funnel more
INFLUENCE
1- Organic influencers/advocates make a world of sense and they can be harvested nicely through direct DM outreach and Facebook Group development.
2-Going small with micro-influencers toes the line between organic and paid and finding those right partners who are authentic and jazzed up about working with the brand and who can create compelling enough content to share at least in Stories is a very smart play.
3- Some partners are good for influence and others are good for content and it is ok and smart to maybe engage some for both or either.
4- Bigger influencers are often overpriced and provide decreased value so we tend to stay away from them.
5- Developing long term/long tail relationships can pay dividends for a brand. Getting real, truly passionate partners for your brand that can help you create content, develop products and offer real feedback and usage cases (I.e. recipes) pack a greater punch than just one and done photo poser/posters.
PAID SOCIAL
1- Instagram Story Ads for awareness, with low CPMs and creative derivatives, are a must.
2- Boosting strategic, PFC and DTP content is mandatory.
3- Retailer support to help cultivate velocity is something all brands need to be doing if retail is a primary channel.
4- CBO on key content (especially video) makes a lot of sense and should be experimented with.
5- Clicks/conversion campaigns are only worthwhile if adequately funded. We suggest at least $5000 p/m
