Using Data and Feedback to Develop Your Brand Visual Strategy
When it comes to visuals on social media analysing data is key to shape your digital marketing strategy. Without data, this leaves us guessing in the dark, and while you might hit the mark sometimes, you might massively miss the mark otherwise. What if you could always hit the mark though, every single time you publish a new post on social? In A/B testing and analysing the results, the results you could generate would be so much more powerful than if you left things down to chance and guess work.
Read on to discover how to create a powerful social media strategy, using data and feedback to lead your visuals…
A/B testing explained
Put simply, A/B testing is about testing two variants of something, to determine which works best. In the case of social media, this might be two different images, to see which of the two your audience responds most positively to. Once you have determined which worked best, you can shape your strategy to continue to get the most out of your audience and deliver the best results.
When A/B testing images, I always recommend changing little in the way of other variants, to get a true result. If you drastically change the caption or the time that you post the image, the variation in results could be down to these changes, rather than the image, making the results more difficult to measure. When testing the results of images alone, try to keep captions similar and post at a similar time to generate clear results.
Analysing the results
Leave both posts up for the same amount of time before you analyse the results. Set a time frame, such as 24 hours or a week, to note down the results of each post. When it comes to analytics, Instagram provides the most in-depth data, although of course your audience on each platform will be a little different, so try testing across all of your social channels.
For Instagram, you can click ‘view insights’ for each and every post that you publish, as long as you’re set up as a business account. Here you will be able to see your post reach, engagement, number of likes and comments, number of website clicks or other actions and number of saves. Twitter, Facebook and Pinterest provide similar analytics, although less in-depth. Don’t forget to look at Google analytics too.
When analysing data, consider your aim for each post – were you trying to generate website clicks, comments, or emails? Consider this at all times.
Alongside social media, consider switching up the hero images on your website and using Google analytics to determine which resonated best with your target market.
Playing around with and testing images is a great way to strengthen your strategy, to better understand what your audience wants from you and what delivers results. Once you gain an understanding of this, you’re armed with the knowledge that you need to create a powerful image led strategy.
I understand that the idea of looking at data and analytics is not what makes you tick but it can have a huge impact on your strategy and give you insights about what to post to get better results.
How are you using analytics?