Donuts launched the #MyDunkin campaign

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Cold" potential clients will have to be warmed up with content - useful, entertaining and branded posts. At the same time, sales mechanics in such posts still need to be used to receive applications, but this should be done taking into account the characteristics of your target audience - natively and observing the marketing load ( a content marketing strategy and content plan will help with this ).

Here's a classic example of good ER work on social media: In 2013, Dunkin' , encouraging its social media followers to share photos of themselves with a cup of coffee. As a result, the engagement rate on posts increased by more than 20%, and Dunkin' Donuts sales increased by 29% during the campaign. Moreover, the increase in donut sales was proportional to sales of the branded coffee itself.

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How to measure and calculate Engagement Rate?
Engagement is calculated using the formula: the number of interactions with content (likes, comments, reposts) is divided by the total number of users who have seen your content. The result is uk email list multiplied by 100% to get a percentage value.

For example , if a post has 100 likes, 20 comments, and 10 shares, and the total number of views is 1000, then the Engagement Rate will be (100 + 20 + 10) / 1000 * 100% = 13%. This means that 13% of people who saw your content were interested in it and prompted them to take action.

It should be noted that different reactions have different meanings.

Likes are considered to be the primary indicator of user reaction to content. They indicate that the user is interested in the content and has read it partially (by picture, title, text fragment) or in full . The more likes, the more likely the content will be marked by social network algorithms as high-quality and popular.