It makes sense – social media enables you to reach people who are genuinely interested in your brand, who can engage, make constructive criticism where appropriate (or wanted) and generally help get the word out there, without the big budget.
But how exactly do you get the most out of your announcement? Will a simple tweet or Facebook status update do? If great engagement levels are your goal, I’m afraid not.
Delivering your message
Let’s use an everyday example to explain. A baby announcement.
Once you reach a certain age, your social feeds are filled with them, right?
If you were expecting a little one, and wanted to create a sense of excitement among your friends and family, you’re going to post much more than just a picture of the new arrival after he or she is born.
The journey of bringing a bub into the world is the ultimate example of a teaser campaign on social media.
Posts – often including snappy copy, short videos and plenty of vibrant images – will tease out and build-up to the event, to ensure campaign (baby-delivery) engagement levels meet expected targets (making all your friends and family go ‘aahhh’).
There might be a creative video of mum and dad to announce the pregnancy. Picture updates of mum’s bump along the way. Teasers of what the name might be. Social snaps from baby showers. A countdown to the main event.
And of course, ongoing updates and imagery as the child grows.
A natural (social media) progression that most Internet users could develop on autopilot – no communications plan needed.
Applying to business
These are the exact same principals you should follow when devising a social media campaign for your business or work.
Let’s, for instance, take a look at a recent teaser campaign orchestrated by our marketing team at Goldsmith Williams. Indeed, it’s a campaign you could refer to as their baby.
It was recently announced that Goldsmith Williams Solicitors will be soon rebranding to GWlegal. A whole new look, feel and even office.
The process of announcing the birth (see what I did there) of GWlegal has been an ongoing one, spanning many months of planning and implementation.
Nonetheless, it was just as intuitive as the aforementioned example.
Strategically drip-feeding followers sneak peaks of something big to come – via short videos, exciting imagery utilising key brand colours and somewhat cryptic copy – built interest gradually.
In such a way, users were invested in the announcement weeks or even months before it was made. As a result, engagement levels went through the roof.
Easy, peasy, just like giving birth – just kidding.
If you’d like to take a look at some of GW’s teaser posts, be sure to visit our Twitter account @GWlegal or find us on Facebook (Goldsmith Williams Solicitors). I’d love to hear your thoughts.