A hugely successful audio brand in China for over 20 years, Edifier is a force to be reckoned with in terms of product and is building its brand awareness globally - with social media being a huge x-factor in its strategy.

With that in mind, we at Somos were tasked with not only growing the Edifier Global Facebook and Instagram pages with fans from all over the world, but also making sure that the fans were truly engaged.

Challenges

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 results.

Additionally, the pages were lacking in followers based in certain key markets. Edifier's target markets included both developed and developing countries, which gave us the task of balancing the paid media budget according to the highly variable CPMs.

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The Results

• Increased the Facebook page following by 400% in the span of 18 months

• Reached 21 million impressions across platforms in 2019

• Achieved an insane 17% engagement rate on Facebook and 6% on Instagram in 2019

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Our Strategy

Part 1 - Paid Media

From the beginning, we knew that effectively managing the paid media budget would play a vital role in achieving awareness in Edifier's key markets. It's no secret that Facebook, Instagram and Twitter are all mature platforms, which means that the organic reach will be inevitably lower.

That being said, the CPMs on those platforms are still very affordable, even in high-cost, high-competition markets like the USA. And we knew from experience that using ads to make sure that our audience actually saw the great content we were making would produce out-of-this-world results - as in 3-6x the platform averages on both Facebook and Instagram.

We knew that we didn't need a huge budget, so we started small - which was enough to skyrocket the results well past platform averages.

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Part 2 - High-Quality Visual Content

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In 2019, we implemented a different graphic theme each month to produce a better feed experience. This drove a 73% increase in engagement rate on Facebook and a 323% (!) increase on Instagram.

We also ran several seasonal campaigns with their own content themes to activate the audience:

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CES

Valentine’s Day

Back to School 2019

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Key Takeaways

To accomplish global brand awareness goals on mature platforms like Facebook and Instagram, it’s important to pair a solid paid media strategy with an engaging content strategy. Given the affordable CPMs (especially worldwide), even a small media budget can produce incredible page performance and a deeply engaged audience. We swear by the following ingredients for proper management of a social media account:

• A compelling visual content plan
• A small page post engagement budget
• Smart paid media management (awesome targeting, global budget allocation)

Get those right, and you'll be off to the races!

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Want to learn more about growing a global social media presence? Shoot me an email at winnie@somos.io and let's talk shop.