Branded posts, with its potential to connect with issues users can relate to, is the kind of content Shopee has been regularly releasing on official social media platforms to enhance the engagement and impression. Through tracking and analyzing these social media metrics, we found that the performance of our social media marketing improved dramatically since we started to specify the design process and optimized the releasing strategy of each posts. Specifically, we unified the design for visual content in order to create the repetition that can make us users’ familiarity.
Aside from the establishing of best strategy of designing, through observing the data behind each posts, another important lesson learned is our classification of themes that users best resonate with. Following are some themes that performed best.
The algorithm of social media platforms made content with higher engagement rate easier to be seen. Hence we tried to relate our content with users that are specifically active in engaging in online content. And this group of social-media-using users, after careful data analysis, has shown to be the exact users who like to send memes to friends. This group of people hence became the group users that we observed and researched. It was also when we decided to combine the hilarious traits of memes with our posts.
Another interesting behavior of heavy social-media-using users is to comment on whatever trendy news. Through adding on hilarious or ironic comments, usually through homophones, these parody of users can easily go virus on social media. To create sensation like that, we started to have an eye on any trendy news that has the potential of developing memes from. Through this kind of marketing content, we successfully pushed the social media account of Shopee to its peak performance. For example, one post that is commenting on a trendy incident of a famous Taiwanese celebrity created an unbreakable record of 3 million impression for single piece of post.
Festivals create a contagious vibe, through offering people common memories. These common memories, such as exchanging Christmas gifts and family reunion in Chinese New Year, offer users happy memories. Yet other than this favorable memories that people hate being kept away from are the bad ones that evoke even greater resonance. Through elaborating on this kind of topic, we created content themed by some common loathing in a hilarious way. For instance eating alone in Valentines Day, having the same new years resolutions as the last years’, etc. This kind of content not only raised great discussion among social media platform, it also created a habit for users to anticipate for our seasonal content for major festivals.
As an e-commerce brand we also thrive to create social media marketing content that can directly tie with the sale of merchandise. And the brand of merchandise is a good cutting point for us. With the fame of the brand itself, it is easier for us to create sensation-causing content. This kind of content is also, due to the original fan base of the brand, is also an ideal way to reach new audience.