Campaign a Success, but Twitter a Fail

Posted on by Emily Temkin

Campaign Objective:

My objective for the viral content challenge was to reach 500 Imgur views of my Spring Break Meme.

Imgur Meme:

Spring Break looks vs feels 

Promotion of Meme:

To promote my Imgur meme, I shared it using a Twitter Webcard:

Other tweets I used with this webcard are:

#ICYMI was your #SpringBreak18 all it was lived up to be? #SpringBreakStrugs #NHsmc

Reply with your #SpringBreakStrugs from #SpringBreak18 #nhsmc

Lessons learned on #SpringBreak in #Bimini: floatees are friends and floaters are not #NHsmc #SpringBreakStruggles

And, I promoted the webcard pictured above by running a Twitter Ad Campaign with a $5 budget:

Through my Twitter Ad, I received 625 impressions, but only 20 link clicks leaving me with a click through rate of 3.2%.

Campaign Analysis:

Overall, I would call my campaign a success; I achieved my objective of reaching 500 views in Imgur! However, I was surprised by the way I obtained the views. By the end of the campaign, I had received 921 views on Imgur, almost double my campaign objective. When I uploaded my meme to Imgur, I shared it to the Imgur community using 5 tags: college, party, hungover, spring break, and broke as fuck. Just from sharing it to the community on Imgur, I received just under 800 views in the first 24 hours.

Over the course of the week, I tweeted five times linking to my Imgur meme. On average reaching 93 impressions, 0.4 likes, 0 retweets and 2 clicks organically. Through the organic reach on those tweets, I received a total of 10 link clicks. In the tweet I promoted using Twitter Ads, I received 20 link clicks. The impressions received for these tweets were on par with my average impressions I generally receive on Twitter, however the average likes and retweets were less than typical for me. Since my click through rates, likes, and retweets for my campaign received such low engagement, it’s clear my tweets are not as witty as I believed them to be. Coming up with creative Twitter content has been a challenge for me all semester, and is a skill I hope to continue to improve on.

So, I can confidently conclude sharing to the Imgur community was the my key to my success.

Final Engagements:

Views: 921

Upvotes: 6

Downvotes: 1

Comments: 1

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