This is part three of our four-part blog series based off of SYLO’s research study that was featured in a recent presentation that I gave at Buffer Festival in Toronto. In case you missed posts one and two, you can view them here:
This series’ third post dives into the storytelling insights that marketers and creators alike need to know!
As a quick recap of the study that produced these insights: using the SYLO Score, we analyzed nearly 500 pieces of influencer marketing content produced by creators to see if cross-promotion of their YouTube videos led to better performance. We found that YouTube videos that were cross-promoted scored 47% higher than those that weren’t cross-promoted, and creators with cross-promotions accounting for more than 10% of their branded content saw a 58% higher score on average for that content.
To illustrate the best practices that drove these performance rates, we compiled the case study featured below.
Keep in mind that a SYLO Score of 50 is good, as these are content benchmarks. Here we can see that YouTube and Twitter outperform Facebook and Instagram, when analyzing this beauty creator’s social media platform performance.
Tailoring the Messaging
Taking a look at the cross-promotion content produced for a brand partnership, we see that her Twitter content scored highest, followed by Facebook, but Instagram is not resonating well. Note that all of her content used had the same exact caption. As cross-promotion content typically drives up a creator’s YouTube video performance, perhaps varying the caption, particularly on Instagram, to a style that typically resonates with her audience would further boost both the Instagram and YouTube contents’ performances.
Know the Content Themes
One thing that often holds back influencer marketing strategies is that they only focus on the category or theme that the creator is known for, in this case: Beauty. However, beauty isn’t the only theme she utilizes (or that resonates with her audience). For example, across Twitter and YouTube, this beauty creator’s content performs well when it features product reviews or advice/recommendations, but not so much on Instagram.
And you can see this reflected in another brand campaign that she produced content which she cross-promoted:
The key takeaway here is to know what content themes resonate with your audiences across each and every social platform!
The final post in this series will zero in on how you can create a comprehensive cross-promotion influencer marketing strategy. In the meantime, you can read the other posts in this series by clicking the links below, or check out www.meetsylo.com to get insights into your content, storytelling, influencer, and social media platform strategies using our third-party measurement and reporting dashboard. You can also email us at firstname.lastname@example.org!
More posts from this series:
- Part One: Cross-Promoting Content On Social Media
- Part Two: Social Influencer Cross-Promotion Study
- You’re reading it!
- Part Four: Three Tips for Social Influencer Cross-Promotions
Image source: Pixabay