Successful content marketing requires targeted monitoring and evaluation of owned media channels. After all, it is the reactions of the followers that allow conclusions to be drawn as to which content arrives at which time on which channel and which does not. A look at competitors’ own media content is also worthwhile to learn from their best and worst practices. As an example of such a benchmark analysis, as part of our cooperation with prmagazin , we examined which content the major smartphone manufacturers Apple, Huawei, LG, Samsung and Sony are playing on Instagram, Facebook, YouTube and Twitter – and how successful they are are.
Consistent and channel-specific content works best
Compared to its competitors LG has by far the lowest interaction on YouTube during the observation period. Are subscribers perhaps missing a single content strategy? Both cookery tutorials and how-to videos, product advertising and gaming videos are played here without consistently telling stories. Unlike the leading edge video Apple : The user, the functionality, benefits and innovations of Apple products with tips and tricks in related stories closer. In addition, Apple provides its how-to videos with responsive thumbnails that directly inform the user about which topics the videos are about – minimizing wastage. On Twitter, by contrast, LG has by far the most interactions: 7,866. Of this, almost 99% is attributable to a tweet to a special smartphone edition in cooperation with the K-pop band BTS. The interactions are due to mostly German fans of the band. This example shows how an original cooperation can achieve high ranges and interactions among relevant target groups. Without this tweet LG would be in the middle of the Twitter interactions between Samsung and Huawei.
Samsung’s 17,058 Facebook interactions account for 82% of all branded Facebook interactions during the observation period. This successful result is mainly due to a campaign in collaboration with fans: Under the hashtag #withGalaxy they could participate with their Galaxy smartphone vacation pictures in a photo contest. Participation promises more coverage for fans’ photos and, in return, more attention for Samsung.
Almost half of the content on Facebook and YouTube is attributable to Huawei’s Smarte Gönnung campaign for the Huawei P Smart 2019. The Jung von Matt / Next Alster campaign aims to score “bright, loud and energetic communication” among Generation Z. The followers responded to this mostly positive: every second Facebook interaction during the observation period and almost all interactions on YouTube are due to the campaign. Huawei’s unified Instagram imagery remains untouched by the rap video.
Sony plays the content as the only one of the examined smartphone manufacturers consistently across all channels. Under the hashtag #XperiaExplorer posts to and from the so-called Explorern are posted. Sony is specific to each channel on Facebook: there are tips and tricks on the topic of photography on Facebook, a similar focus is on YouTube, but the content is shifted into the videos with correspondingly less text than Facebook. On Instagram finally the images of the Explorer are posted. So the campaign can be found on all owned media channels without repeating itself.
Using the right hashtags is crucial
In addition to Huawei also posted LG professional-looking photos with different motivational themes. LG’s interaction rate on Instagram is 50 times (!) Higher than that of Huawei. A possible explanation: LG uses very targeted content-related instead of only product-related hashtags. The use of appropriate hashtags is crucial to the success of Instagram campaigns, as Instagram users can find the posts that are relevant to them or follow the hashtags directly via hashtag search. Thus, the selection of hashtags already decides on the target groups to be reached. Hashtags should also be selected with regard to competitors and industry-relevant opinion leaders, and their effectiveness continuously measured.
Do videos work without sound?
Users often turn off the sound on their smartphone and unlike YouTube, Facebook does not offer automatic subtitle generation. Therefore, at Samsung, Huawei and LG in particular, there is a trend towards toneless understanding: through subtitles, integrated text modules or through videos that do without language and are accompanied by music. Only in Sony videos are not geared to be understood without sound.
Convince with a uniform language
The tone of voice, that is the type of customer approach, differs in part significantly from brand to brand and from channel to channel. On Facebook, for example, Huawei chooses a personal, warm, accessible language with short, concise sentences, while Sony communicates more objectively, wordily, and seriously. Samsung has opted for a distant “you” in contrast to the YouTube channels of other brands. Does this mean that even the lowest interaction rate in the competitive comparison of only 0.01% can be explained? On Twitter, the focus is more on the need for information, and there are hardly any differences in the tone of voice. At Instagram, Sony is the only one who consistently posts only tags with hashtags and lets the pictures speak for themselves – with success: with an interaction rate of 2,
Further findings can be found in our analysis for the magazine: Mobile Phone Manufacturers – Smarter Content.
Find best and worst practice examples and learn from the competition
With targeted ProfileMonitoring , the most interactive and thus most successful Owned Media posts on Facebook, Twitter, YouTube and Instagram can be found and evaluated in just a few steps. A key indicator here is the interaction rate or commitment rate. It tracks the ratio of user interaction and potential reach of the company’s social media channel, and how well it has managed to mobilize fans and followers to actively participate in likes, comments, or shared content.
In the Statistics view, just one click on the interaction rate peaks over time allows you to quickly and clearly see which content was well received and which less. Do certain topics work best on particular channels? At what times and in what context does the community react the most? Even the most used hashtags and emojis are each displayed in a clickable graphic. The Posts view also allows you to prioritize all postings of a defined period of interaction – so the best practice examples are at the top. Here it pays to click on the link to the article: Which tenor have the comments? Which niches in the topic environment are discussed by the users?
Why only learn from your own successes and failures? The observation and analysis of competitor profiles enables the comparison of selected topics and main topics as well as Tone of Voice and visual language. It can also be helpful to use the free text search, with which all posts for specific keywords or hashtags can be searched. In this way, currently relevant content can be reproduced and evaluated in a targeted and ad hoc manner in the competitive environment. The “Profiles” view also offers quick benchmarking with all the key figures: How successful is your own social media content strategy compared to the competition?
Do you have any further questions? Do not hesitate to contact us.