Across the board, advertising increases over the holiday season as brands compete for consumer attention. For organizations, large and small, the task of cutting through the noise to reach their target audience can be daunting. This is the time brands need to get creative with their engagement.
In 2017, The Garrity Group (TGG) celebrated its 20th anniversary. Seeing the opportunity to commemorate this milestone and connect with our social media followers, the team created an advent-type calendar alongside a social media giving campaign. This campaign, 20 Gifts of TGG, provided 20 chances for TGG Facebook followers to win various prizes, related to current and past clients. To win, individuals were required to be the first to correctly comment the answer to a video trivia question that pertained to The Garrity Group.
For roughly $170 (inclusive of prizes and Facebook promoted posts), TGG saw some incredible results.
Over a 28-day period, Facebook views increased by 222%. Our reach increased by 80% and followers by 1,000%. However, the most striking statistic was engagement. Facebook engagement increased by 1,930%.
Engagement is the measure of interaction between the audience and the user. It is important because it builds relationships, correlating to a higher level of brand trust and knowledge. However, with the hustle and bustle of the holiday season, social media users might not be as immersed in social media as normal.
Below are three tips to increase engagement during the holiday season.
Embrace the holiday season – This is a great way to create timely and relevant information to capture the attention of your audience.
Post videos – Videos can be used to generate engagement through views, as well as comments, likes, and shares. They provide an opportunity to put a face to the brand and become more personable and relatable.
Have fun – Social media is meant to be just that – social! Generating content that is fun for both the audience and the firm can take the stress away and make interactions more natural.
About Andie Mirabal:
Andie Mirabal is an Account Executive at The Garrity Group. She is a visual media enthusiast with a love for telling stories. To learn more about Andie, click here.