Move fast and test things
Eventually, they gathered some insights, and now it was time to test out different types of content. According to Emily, the team truly wanted to try some of everything, including lo-fi reels, professional photography, graphics, user generated content (UGC), and stories with polls and questions. Working with creators and in-house teams, they built the full spectrum of content aimed at brand awareness and then set it out in the world to see what worked.
“We did it all, and using Brandwatch, we could look at data and engagement rates for every individual piece of content. We could determine what our audience loved, what they liked and could be improved on, and also what wasn't working,” explains Emily. “We wanted to see that people were sharing and saving this content. Whether they wanted their friends to see it, or if they came back to look at it again later.”
Using this test-and-learn method, the team at Base Beauty created a social program, and within six months, they saw a 52% growth rate and an average engagement rate of over 6%.
That’s why Emily encourages marketers to experiment, be open to trying new types of content, and to look beyond one’s industry for inspiration.