Case Study
How A Change Of Voice And Content Brought A 46.51% Increase in Engagement
Crim
Fitness Foundation
For 45 years the Crim race has successfully built a loyal following of racers around the world and that group of fans and runners have a habit of checking in on what is happening with the Crim organization on a regular basis, through the Crim's various social media accounts.
One of these social media accounts is the Crim's Race & Training Facebook page. This page has been active for a number of years, letting runners and fans know what is happening.
During one of our recent analytic reviews of this page we noticed that, though there was engagement happening with the posts, the engagement wasn't at the level that anyone wanted. We also found, upon further analysis, that most of the engagement was coming from people that were extremely close to the organization. Crim's strategy was to increase engagement which would, then, assist them in reaching more people.
Solution
We felt that the answer did not lie in producing more content. Instead, we decided to increase the quality of the content by changing the voice of the content. Our strategy was to create posts that elicited responses and increased the reader's emotion.
Examples of this new content voice strategy was to show past medal designs and past tee shirt designs as well as encouraging the audience to submit designs for tee shirts for the upcoming race. As for the tone, or voice, of our posts we changed from an informative voice to a more light hearted and fun voice.
Results
With this change in the social media voice for Crim Race, we were able to positively impact all of the KPI's for social media:
Engagement went from an average of 53 engagement activities per post to 92 engagement activities per post. This is an increase of 42.39%!
Reach went from 32,826 to 72,254 year over year. This represents a 46.51% increase!
Quantity of posts only moved from 26 to 28. This is a mere 7.14%
So, essentially increasing the number of posts by 7.14% (neglagable) while improving the quality of the posts (more engaging topics and a more fun brand voice) increased reach by over 46% and increased engagement by over 42%!
Not a bad return on effort!
46.51%
Increase In Total
Engagement
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