Case Study: How an entertainer grew their social meida following 200% with help from TopOut Group

Sep 29, 2020

Last Updated: 2020-09-29

In many industries a social media presence is becoming increasingly important. This has never more been the case than recently, and especially so for entertainers who haven’t been able to do their large scale venue shows due to COVID-19.

So how does an entertainer (or a business owner) engage, keep their fans interested, and grow their audience?

With thorough market research, TopOut Group experts built a winning social media strategy that helped an entertainer focus on his target audience, and organically build up a loyal Instagram following.

social media growth graphic

The Client: can’t get social media right

A multi-dimensional and respected artist with a rabid local following needed a booster shot for his social media accounts.

While the client was apart of multiple platforms, the followers were extremely un-engaged on every platform, with Instagram being the most active – both on his part, and his followers/fans.

The Problems: social media pitfalls

Social media is hard. Especially when you don’t have the time to manage your social media accounts yourself. And let’s be honest, if you’re a business owner, entrepreneur, or just someone who has a lot on their plate – you don’t have the time to dedicate just to social media management.

What were the pain points?

Extremely low follower engagement

In analyzing historical account data, social media experts were able to easily identify the clients main issue. Frequent posting with extremely low, or no engagement. What good are a ton of followers if you post and get only one or two comments, or reactions?

Far too frequent posting

Generally, the instant thought for people, (and a lot of marketers) is to saturate your market. Get your message, and you out in front of as many people as possible. Sometimes this can be to the detriment of your goal.

Erratic promotion of sell-able content

Best use case for any social media for business purposes is to promote what you have for sale. Without clear direction, what needs to be sold gets lost in the shuffle.

The Solutions: organic growth booster shot

After identification, it was time to get down to business and strategize how best to solve the problem of engagement!

Everybody loves something free!

What’s a better driver for engagement than a contest!? You’d be hard pressed to find something better. A simple contest with a few pieces of swag, we were able to generate 140% more engagement from the client’s userbase.

On social media, people are generally bombarded with sales pitches – you’ve got to be clear on the value provided by your product. Contests provide you multiple opportunities.

  1. Get your product to an active and engaged audience
  2. Potential for quick testimonial collection and turnaround
  3. Give incentive for social media referral

Custom, efficient, and targeted posting schedule

Scaling back from posting up to 15 times per day, down to 3 posts per day. 3 posts with specific and targeted messaging. Gave the audience a sense of knowing when content is coming. Whereas before, it was a chaotic rush of constant content. Not so spammy anymore!

Photographer: Cytonn Photography | Source: Unsplash

Sales with a purpose

One of the biggest challenges to turnaround was the effective campaign outreach for merchandise and shows. This problem was multi-layered because the client didn’t want to run ads, and Instagram doesn’t allow links in photo captions.

Our solution was to utilize a microsite (think Linktree, or our favorite Liinks) and use captions as CTA’s to check the bio link. With the microsite we were able to highlight latest merchandise, other social media platforms, and featured web content.

Finding that your business is in need of some social media support? As a full-service digital agency, TopOut Group has the expertise to help solve any problem your business might be facing. Get in contact with us right now to learn how we can help with a FREE discovery call.

Christopher Snelling

Christopher Snelling

Working as a professional developer and project manager for the last 8 years. Specializing in JavaScript frameworks and SEO, Chris has been a valuable asset to TopOut from day one.

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