Say Goodbye to Guesswork: How We Use Social Listening to Inform Our Clients’ Campaigns and Content
Ever feel like you're flying blind on social media? Posting content and hoping for the best? We’ve all been there. But there is a better way.
At Hotglue, we use social listening to truly understand our client’s audience and craft targeted campaigns and content that resonate.
Social listening goes beyond basic metrics like likes and shares. It involves actively monitoring online conversations to understand what your target audience is saying about your brand, industry trends, and competitor activity. Even for early-stage start-up businesses with minimal online presence, this can provide a wealth of data that empowers us to develop killer social media strategies for our clients.
Here's how we use social listening to inform your campaigns and content:
Sentiment Deepdive: We gather valuable information about audience preferences, pain points, and brand sentiment. This allows us to move beyond assumptions and tailor your messaging to what truly matters to your target audience.
Competitor Analysis: We can provide estimations on growth and engagement amongst key brand competitors, as well as analysing key content themes throughout the reporting period to assess leverage points and opportunities to get ahead.
Data-Driven Insights: We use best-in-class industry tools and platforms to find relevant, inspiring trends that relate to the industry a brand sits in, and specific category insights that can help propel strategies forward. We also look into consumer behaviour and societal trends, as well as social media updates to evolve with over the year.
Targeted Messaging: No more generic posts! Social listening helps us identify the topics and conversations that spark engagement with your audience. This allows us to craft content that resonates deeply, leading to higher click-through rates, conversions, and brand loyalty.
Identify Brand Advocates & Influencers: Social listening helps us discover your brand advocates – the loyal customers who are already raving about you online. We also identify potential influencers in your industry who can amplify your message and reach a wider audience.
Real-time Course Correction: The beauty of social listening is that it provides real-time insights. We can monitor campaign performance and adjust strategies on the fly to maximise impact. Did a particular post fall flat? Social listening data can help us understand why and pivot to a more successful approach.
Our social media team during one of our quarterly Knowledge Sharing Forums
CASE STUDY: La Roche-Posay leverages social listening to jump on an emerging trend
In a surprising trend revealed by our social listening team, we witnessed a rise in brands including men in the skincare conversation on social media. This marked a significant shift from the traditional beauty conversation which had long focused on female audiences.
Our team’s report talking to the rising trend.
This newfound interest from men wasn't simply chatter. Social media buzz pointed towards a rise in targeted product launches addressing specific male skin concerns. Additionally, campaigns were featuring real men, fostering a sense of relatability.
Recognising this nascent trend as a potential goldmine, La Roche-Posay took action.
By strategically investing in male creators like Michael Brunelli, the brand not only promoted its products but also played a key role in democratising the skincare conversation. This example perfectly illustrates the power of social listening: it allows brands to stay ahead of the curve, identify evolving customer needs, and tailor their approach accordingly.
Stop Guessing, Start Winning
Stop guessing about what your audience wants. Let us leverage the power of social listening to take the guesswork out of your social media strategy. Contact us today for a consultation and learn how we can help you achieve your goals.