Early last year, a report from Informate Mobile Intelligence stated that Americans check their social media accounts 17 times a day using their smartphones. The same study also pointed out that people spend an average of 4.7 hours every day on social media through their mobile devices. For businesses, this means Facebook, Instagram, Twitter, and Vine are perfect channels for distributing branded messages. Three ways companies can market to mobile social media users are:
- Social media ads
- Brand-influencer partnerships
- Organic social media posts
For Mercedes-Benz, Instagram ads promoting the launch of its customisable compact SUV, the GLA, led to a 580 percent increase in traffic to its website. For geolocation-based dating app Happn, sponsored Instagram posts have helped the company reach more than 3 million users in a month in several targeted cities, with a remarkable 84 percent app download conversion rate, reported Tanya Dua of Digiday. With social media ads, brands can hypertarget consumers based on location, age, and interests to drive significant ROI.
When brands want to borrow clout and credibility, they turn to influencers. On Instagram, beauty subscription service Birchbox teamed up with lifestyle blogger Emily Schuman to curate its May beauty box. At the time, Schuman had more than 260,000 followers when she posted about the partnership on Instagram. That photo earned 18,000 likes and reached half a million consumers.
Finally, for companies that want to express their own creativity, organic social media posts are the perfect way to connect with customers in a more authentic manner. For example, Lowes’ “Fix in Six” campaign produces high-quality short clips that Vine users can view on their phones to discover quick and easy ways to make home improvements. Recent Vines from Lowes have been “looped” (viewed) between 118,000 and 375,000 times.
Takeaway: Use Social Media to Connect
Well-placed ads, partnerships with online influencers, and engaging organic posts are key to marketing to your audience on social media sites. Connecting with consumers has never been easier thanks to these platforms.