4. Get campaign inspiration from social media influencers

4. Get campaign inspiration from social media influencers

1. Choose a social platform that your target audience uses frequently.

Generally, consumer brands should be a more natural fit for Facebook, Instagram, Twitter, YouTube, and TikTok. Business-to-business brands are more suited to LinkedIn and Twitter. Even if there is a lot of overlap between audiences on one platform to another, the mindset when you use TikTok vs Linkedin is significantly different. The context where you position your brand matters.

2. Choose several hashtags that are closely linked to your brand category and follow them.

For example, if you sell B2B SaaS audience research software, go to LinkedIn and follow #marketresearch, #newmr, and maybe a more general hashtag your buyers would also follow like #marketing.

3. Follow the hashtags systematically by checking in at least once every day. In a Google Sheet, list the 30 posts that got the most engagement.

For example, if you are in a resort wear brand in fashion, then Instagram is a clear choice for this type of quick research. Look for influencers who are ranked in the top posts of #resortwear and list their names and post details.

4. Create columns for Influencer URL, Influencer type, Post URL, Date, Subject, Format, Total engagements, and Sticky factor.

Influencer type: person, organization, group, or couple. Format: story, video, gif, still. Followers of the influencer are not a primary metric here, as we are aiming to get content inspiration.

5. Start analyzing results using the Explore tab on the bottom right side of Google Sheets: scroll down to the Pivot Table section to create a summary table of findings or ask specific questions within the Explore tab itself.

6. Summarize your spreadsheet data by influencer type, subject, and format, then sort by total engagements.

7. Take time to evaluate the results of your analysis and look for additional insight in the Sticky factor and Total engagements columns on WHY these posts are more successful than others.

8. List 5-7 learnings you can take to the team, aiming for data-driven, specific, and actionable insights for your marketing calendar.