GitLab Social Media at GitLab, 5 May 2021

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From YouTube: Campaign Performance: We Belong Here

Description

We Belong Here was a campaign series that relaunched our presence on Instagram. It was intended to highlight our people, and to tell their stories in a way that brought GitLab's culture and our Diversity, Inclusion, and Belonging value to life. Learn more about the results:

Epic: https://bit.ly/3h97pfB
Results Issue: https://bit.ly/3h0VyAg
Deck: https://bit.ly/3h3iwXq
Follow us on Instagram: https://bit.ly/3vOqFmT

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Hi there I'm kristen sondberg a senior social marketing manager here at git lab and today, I'm just going to quickly cover the results of our. We belong here campaign that ran on our instagram brand channel.

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These posts took place between january 26th and april 30th, and this was ran during fy 22 quarter, one and in 2020 we made a commitment to center our instagram content around our values, remote work and life at gitlab and over the next 12 weeks we gave our team members a voice and helped them navigate their story.

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The concept of I knew I belonged at gitlab. One really brought our diversity, inclusion and belonging value to life. What really stood out to me, with our top posts by engagement, was that everyone's circumstances are different.

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We feel moments of belonging in all sorts of ways, so, whether you are a working parent living life on the road or taking care of a sick family member, our niche audience on instagram relates to these tales.

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These posts were interacted with the most, which shows there is an appetite for this content from our existing followers.

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I wanted to also show you our top performing content based on reach, though the majority of the posts are similar. What really stood out to me was our top performing post in terms of reach and impressions, because it actually included the remote work hashtag so moving forward. Our instagram strategy will include incorporating strategic hashtags so that we can expand our posts beyond our existing.

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Followers measuring engagement rate is a good way to determine if your content is performing well with your audience. That said, our engagement rate average for the we belong here campaign was, above all engagement rate benchmarks at 5.7 percent. We honestly crushed the benchmarks. Our top performing post alone saw a 7.6 engagement rate just to level set. How successful that was.

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The tech and software industry typically sees a one percent engagement rate on instagram and the meeting across all industries is less than one percent.

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I wanted to end on this reminder that you do belong here. Words can't express enough how much I was touched by each of these stories. I think something that really resonated with her audience is that if you work for an organization that lives out its values and if you have team members invested in you as a human being, this will enable you to contribute not only to your job, but also your own personal.

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