Who can blame marketers for feeling that the lifespans of ad campaigns are growing shorter in our world of instant access, always available information and immediate decision making. The increasing speed of commerce puts a premium on rolling out a social media campaign at just the right time. Yesmail analysts studied recent campaign strategies and results for several top retailers and have some recommendations for marketers.
While social media campaigns are often rolled out in connection with a holiday or another external event, marketers vary with respect to when they begin generic campaigns. Yesmail studied this activity over a 3 month period and found that Friday is the most popular day to launch a Facebook campaign. But Tuesday rules as the day consumers engage. However, Fridays and Wednesdays are not far behind for consumer engagement. The day of the week effect is even more pronounced at Twitter. Friday is also the most popular rollout day for campaigns on the site while engagement is highest on Tuesdays, Wednesdays, and Thursdays.
Analysts also noted that marketers seem intent on releasing Facebook campaigns between 11:00 a.m. and 1:00 p.m. Research shows that this is one of the lower engagement periods on the site. They would do better to release between 10:00 p.m. and midnight, when more users are active.
Marketers are using a variety of techniques to engage with their followers on Facebook. Older formats such as status updates and posts with links make up about ½ of marketer campaigns. During the 3 month period studied by Yesmail, these formats all lost their attractiveness to followers. On the other hand, photos – used by 43% of campaigns – attracted more interest over time. Analysts believe this is because an image is quickly enjoyable and easy to share. Likewise, video campaigns are attracting growing interest on Facebook. Only 6.5% of campaigns involve video but by the third month, this format still attracts a bigger audience and it is a cost-effective way to reach out to customers.
Because social media is a rapidly evolving channel, marketers need to constantly assess and test their assumptions about how their campaigns are working and who they are reaching in order to maximize the return on their investment. Launching a campaign when higher numbers of users are engaging on a particular social network can increase immediate buzz.[Source: Using Digital Market Intelligence to Drive Multi-Channel Success. Yesmail.com. 2012. Web. 24 Jul. 2012]