Fewer Posts Can Equal Bigger Results

ISSUE:

Pushing the Envelope, Inc. (PTE) began managing the social media presence for a national bank in mid-January 2022. An existing posting schedule was in place that was frequent but lacked strategy and engagement. 

OBJECTIVES & STRATEGIES:

Taking a quality over quantity approach, the agency strategically reduced the total amount of posts shared organically from the brand when compared to previous months while making each post more thoughtful, engaging, and impactful. Specific organic content strategies included:

• A dedicated campaign to showcase the bank’s associates, humanizing the brand
• Value-added content that showcased the bank’s dedication to educating clients and followers in their areas of expertise
• A campaign celebrating the clients of the bank, many of whom are well known within their local communities as business leaders, humanitarians, professional athletes, and otherwise

RESULTS: THE DEDICATION TO QUALITY OVER QUANTITY PAID OFF AND KPIs IMPROVED BY AS MUCH AS 228% (in just one month!)

February 2022 vs. January 2022

• Impressions increased by 228% (total content views)
• Reach increased by 249% (total individual users who saw content)
• Engagements increased by 188% (individual actions taken on content)
  • Link clicks increased by 30%
  • Reactions increased by 202%
  • Comments increased by 154%
  • Shares increased by 85%

(Don’t understand some of the terms used within this case study? Check out our blog: “Understanding Analytics”)