GitLab Social Media at GitLab, 14 Jul 2021

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From YouTube: Campaign Performance: Cribs

Description

* Disclaimer: * Some metrics reported on the slides are inaccurate.
Impressions: 46,807
Ad equivalency : $805.55

Cribs was a campaign series that launched on Instagram. It provided our team members an opportunity to not only share their office set up- but really inspire folks who work at home around the globe. Learn more about the results:

Epic: https://bit.ly/2U26h4v
Results Issue: https://bit.ly/3B5Oc5Z
Deck: https://bit.ly/3hFJbJM
Follow us on Instagram: https://bit.ly/3ie80vD

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Hi there my name is kristen sunberg, I'm a senior social marketing manager here at get lab, and today I'm going to quickly cover the results of our cribs campaign that ran on our instagram channel.

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In 2020, we made a commitment to center a portion of our instagram content around remote work, so for the next six to eight weeks, we gave our team members an opportunity to not only share their office setup but really inspire folks who work at home around the globe.

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The idea wasn't just to share a glimpse into the space behind our team members, but really to inspire this audience. We provided a catalog list in our captions in case someone really wanted to purchase the items and improve their space.

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What really stood out to me, with our top posts by engagement, was that everyone's workspace is unique to to their needs. Whether you need personal touches to make you smile a certain color to brighten your world or a space conscious, efficient desk. Our niche audience on instagram relates to the meeting behind the products that are listed.

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These posts were interacted with the most, which shows there is an appetite for the content that we share with these existing followers. In fact, we received more engagements in impressions and less number of posts in comparison to our. We belong here campaign.

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The information was proving to be useful to our followers and also now discoverers.

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So now I wanted to show you our top performing content based on impressions, though the majority of the posts are similar. What really stood out to me was that our top two and three posts have swapped. So why is that? This actually shows the power of tagging accounts strategically in order to expand your reach by tagging accounts in your posts.

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You increase your chance of popping up in the explore page of instagram and following the we belong here campaign, we changed our posting strategy to include not only adding hashtags, but tagging up accounts when applicable as well the posts in terms of performance swapped places here, mainly because this individual's office was actually tagged in the caption.

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She had provided her instagram handle and gave consent to being tagged, and then that individual actually took the time to respond to comments and share additional details on the kneeling chair that she spoke about. They not only interacted with the post, they amplified it to their own channels.

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This proves that tapping into our team members channels will also produce results, because the power of many networks is stronger than just one. That said, I'd love to see more of this type of support from our team members when it comes to amplifying our social media content.

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New to our instagram strategy was the use of its stories feature and highlights.

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It is important to note that instagram stories alone drove 3415 impressions, gitlab's instagram handle, has never strategically incorporated stories into a campaign before it was tested during cribs by sharing a direct quote, accompanied with the unique item after engagements on our carousel posts began to slow down the idea here was we try to increase profile views with similar content and ultimately get new eyes on the feed posts we shared before the relevancy of this content started to decline.

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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 cribs campaign was, above all engagement rate benchmarks at 4.2 percent.

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Typically, the tech and software industry sees a 1 engagement rate and the median across all industries is less than one percent. We honestly crushed the benchmarks with this campaign.

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I wanted to end on this reminder that our audience on instagram really does respond to remote content. After the trying year, we've all had working from home has now been normalized, accepted and implemented.

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This means more than ever, that those who follow us can continue to learn from us. I think what really resonated with this campaign was providing real recommendations on how you can make your office work for you, that's everything I have for you today. So thanks for listening.