We were tasked with not only growing the Edifier Global Facebook, Instagram and Twitter pages with fans from all over the world, but also making sure that the fans were truly engaged. Edifier's target markets included both developed and developing countries, which gave us the task of balancing the paid media budget according to highly variable global CPMs.
When we started the project, the Facebook and Instagram pages were both suffering from a relatively low follower count, low reach and minimal engagement. While the content was a factor, the platform-wide downward trend in organic reach also contributed to the suboptimal performance prior to our onboarding.
We implemented a different graphic theme each month to produce a better feed experience, which drove a 73% increase in engagement rate on Facebook and a 323% increase on Instagram. Combined with a media buy strategy designed to make sure that our audience actually saw the great content we were making produced out-of-this-world engagement - as in 3-6x the platform averages on both Facebook and Instagram.
