When creating your campaign, you chose the campaign objective aimed at increasing the visibility of your brand or product/service.
The Visibility objective allows you to maximize the exposure of your products on social media to boost their recognition and ensure that the public becomes familiar with them.
Once your campaign is launched, it is essential to regularly check key indicators aligned with your objective to track your performance and adjust your strategy if needed. You can find the different KPIs of your campaigns in the REPORTS tab.
To help you analyze your performance, we have developed the following recommendations based on the latest trends and best practices:
Filtering your data
Remember to filter data by:
-
- Campaign (campaign filter)
- Content type (platform filter): for example, Instagram vs TikTok
- Date (period filter): depending on the type of report, such as seasonal, mid-year, etc.
The data by date is filtered by default to the last 90 days, don't forget to modify this filter to your preferred date range.
This allows you to track your performance in real-time, measure post-campaign impact, and optimize future campaigns:
Selecting content types
Prioritize video content:
- Instagram Reel
- TikTok Video
Selecting your targeting
On Instagram, focus on the audience size (potential influencer audience that can participate in your campaign) rather than the engagement rate:
- The objective is to increase the exposure of products/services, new launches, and viral/best-seller products on social media to ensure the audience becomes familiar with the products.
- In visibility campaigns, engagement is often secondary.
On TikTok, you can select influencers with a smaller community. Due to the algorithm’s functionality, their content still has the potential to go viral.
However, make sure to select influencers with at least a 3% engagement rate.
Key KPIs to track
Monitor Reach, Overall Reach, and Impressions:
- Reach (Instagram) corresponds to the number of unique people who have seen a post on a specific platform.
- Overall Reach is the sum of the communities of influencers you have collaborated with. You can access this data in the Excel export "Sum of followers" available for download in the REPORTS tab.
- Impressions represent the number of times posts have been displayed.
Actions to maximize visibility
Create regular content on Instagram/TikTok and diversify content types and platforms (Instagram, TikTok, etc.).
Use strategic hashtags: don’t just use your brand’s hashtags, also leverage those related to the product.
Use your tagss and select new influencers to mix the audiences. Discover how to build your creator community and tag creators.
Think about your brand’s key moments (seasonal calendar).
Maximize boost and media investment: spark ads (TikTok), dark posts (Instagram), and sponsorships. Learn more about Spark Ads.