Viral Content Challenge Campaign Analysis

Posted on by Megan Swanson

Objectives

  • Obtain at least 500 views of the meme on Imgur.
  • Get at least 5 likes on the Tweets posted to my Twitter profile
  • Have at least two real life friends also share the meme to their own personal social media profiles

Imgur Meme

Twitter Webcard

Twitter Ads Engagement and Spend

Campaign Analysis

I was able to accomplish one of the three objectives I outlined in my marketing plan. I came up 33 views short of my 500 view goal and I only had one friend share to their own social media profiles. However, I was able to gain 6 likes total on the tweets I posted about the meme.

Throughout this campaign I realized that this assignment was very much an experiment in trial and error. Having set out with my marketing plan I felt confident in my ability to get the 500 views, however, as the week progressed, I came to realize the difficulties that come with managing a campaign (even at a small scale).

The first difficulty I encountered was sticking to the schedule that I created in my marketing plan. In retrospect, I should have scheduled all the tweets in Tweetdeck at the beginning of the campaign. This automation would have made making sure that my posts were posted on the appropriate day much easier.

A second difficulty I encountered was working with the Twitter Ads platform. This was my first time working with any type of paid social media and I was a bit confused by how the campaign set up worked. However, after going through all the steps, from creating the initial webcards, to tweeting it out and then assigning my $5 budget to it, I understood the process much more than I did initially.

Something that worked well was having a friend share the post to their timeline through a retweet as I noticed an uptick in views shortly after this. Since they were also part of the target demographic of the meme (college students) it made sense that their followers would also be likely to click on the link.

I think one of the biggest challenges to overcome in this assignment was creating enticing enough copy to go along with the link in tweets that would get people to click on a link that brings them to an external website. Social media users are so used to simply seeing memes in their feeds that getting them to click presented a challenge. Throughout the week I used a variety of different copy attached to the link, ranging from relatable (“Hate eating alone? Me too!”) to calls to action (“Check out this meme I made for my social media class!”) in order to get people to click on the link.

Interestingly, the first tweet I posted about the meme had the most link clicks (23) as compared to ones I posted later in the campaign or even my promoted tweet (which only had 9 link clicks). 

This might have been due to my followers being fatigued after seeing me posting about the meme daily as compared to the novelty of the first time I posted about it. However, this reasoning does not account for those seeing the promoted tweet for the first time.

Final Engagement

I received 467 views on my meme.

 

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