Here’s how we migrated a client from social media accounts with 55,000 Followers to completely new social media accounts and within a month outperformed engagement on the new accounts with 400 Followers vs. the old accounts…

This was a bit of an unusual one, but this client had lost control of their social profiles after working with another agency (another story for another day). Rather than pursue legal action, in partnership with the client, we decided to launch completely new social media accounts for them. The reality is also that while they had a good size following (55,000 followers), they had low engagement rates. Our hypothesis was that we could launch new social accounts and at least match engagement with a smaller, more engaged audience.

Within one month, based on our Spark Growth Framework, we matched engagement on the new social media accounts with an audience of 400 Followers vs. the previous audience of 55,000 Followers.

It's not always about the size of your audience, but it's about how engaged your audience is, regardless of size.

The “From organic” metric is the one you want to pay attention to for this case study.

Here’s how we did it…

First we defined goals (each of these had actual metrics behind them):

Retain #### customers as followers on the new social accounts by promoting new page handles (we had actual metrics for this goal)
Build brand recognition for the new page handles through Reach metrics
Prepare audience for future content rollouts under new branding

Next we defined our target audiences:

Primary Audience: Current customers New audiences in geography surrounding the client’s location
Ad Audiences: Followers and engagers from old accounts Lookalike audiences based on email list, video viewers, and post engagers Geo targeting around the client Retargeting people who engage with content

Then we defined channels and built out full strategies for each (if you want to know more about these strategies, shoot me a DM):

Organic Social Media: Instagram, Facebook, and YouTube
Paid Ads: Facebook and Instagram - these of course were backed with an entire campaign strategy including separate budget for each campaign.

Then we outlined our messaging approach

...based on what we want the audience to know, feel, and do. I won’t go into detail on this here, but this is critical for any campaign.

Then we outlined our key dates:

Month 1: draft ad copy and ad creative and get client feedback and approval build ad audiences and campaigns in ad manager draft organic content calendar draft organic social content posts and graphics and get client feedback and approval
Month 2: launch ad campaigns launch organic social campaign monitor ads and optimize monitor organic social performance and optimize
Month 3: audit and pivot as needed

Then we outlined our KPIs:

Followers: Number of new followers on new accounts Cost per follower from ads
Engagement: Cost per IG Profile Visit CTR (Clickthrough Rate) Interactions on organic social content
Reach & Awareness: People reached

What did we miss? What would you add to this strategy?

What questions do you have?

Engaging A Dead Audience on Socials