Using social media campaigns for market research can be more cost-effective than traditional methods

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2020, 6:01 PM UTC

Marketers should craft compelling copy while using social media campaigns for market research.

This piece recommends brands should create compelling copies with clear CTAs for their surveys, contests and other market research activities. But, businesses should predetermine their post types and KPIs for effective results. Most social channels offer unique features and functionality to help organisations engage with their audiences.

While LinkedIn offers metrics like reactions per post, Facebook and Twitter have polling features, and Instagram provides Questions sticker. Along with built-in analytics of each platform, businesses should look for KPIs like number of responses and reactions.

The author suggests businesses should provide an “irresistible incentive” to encourage users to participate, especially in the case of lengthier posts like multi-question surveys. But marketers should ensure that each campaign is actionable and helps the brand identify audiences’ thoughts, opinions and needs.

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