How social media engagement drives business results

In 2022, Figo Pet Insurance perfects its organic TikTok strategy. He began posting four to five videos a week on the platform (an impressive goal for his scattered team!) and his efforts led to audience growth, several viral videos, and revenue-driving ads.

If you are wondering how social media consistency can help you improve your social strategy, build your audience and contribute to revenue growth like Figo, then you are in the right place. In this piece, the team behind Figo’s social media presence shares their tips for maintaining a regular social cadence and translating results to the company’s larger goals.

Why social media consistency matters to brands

Having consistency on social media is not only cool: it’s non-negotiable for long-term success. Here are four key reasons why social media consistency matters.

Practice Makes Perfect

Bridget Colling, director of marketing and communications at Figo, saw an opportunity to expand her brand’s TikTok presence. But she knew that success on the app came with quantity and consistency.

“The most successful brands are the ones that create a lot of video content. They get rep and create content all the time. It’s a numbers game. That’s why we took that approach for TikTok.”

Although posting five times per week was a stretch for his small team, Colling said it paid off by allowing him to hone his craft and really go for it.

Figo’s social media coordinator, Cheyenne Raines, allowed Continuity to develop its own social media video template to make video creation more efficient. Many of the videos he creates—including some of the best performing videos—take 15 minutes to develop from start to finish.

outperform your competition

Sprout’s data science team analyzed posting frequency across more than 30,000 Sprout customers and found that the industry average is 11 posts per day across all social channels. And on TikTok, providing fresh and varied content to your audience daily is the best way to crack the algorithm and end up on the coveted #ForYouPage.

Bridget witnessed the play firsthand. “Even as a smaller, smaller pet insurance brand, our consistency sets our performance apart from more established competitors.” She says Figo often matches or surpasses its competitors in views, engagements and share of voice.

To track those metrics, Cheyenne Sprouts uses the Competitive Analysis Report (see image above) to compare Figo’s results side-by-side with competitors. The findings help Figo reinforce the value of social in their company and pulse-check brand health.

make room for experimentation

As Cheyenne says, experimentation was the theme of Figo’s 2022 video strategy. By posting every working day, she could identify which types of content generated the highest impressions and engagement.

Cheyenne explains, “Trending sounds and memes related to pets and pet insurance drive the most engagement. The list is also high performing videos. She returned to these formats time and again to build a pipeline of successful material.

Even with solid success from these formats, Figo’s consistent posting cadence leaves room for new ideas, such as his “Ask the Wet Tech” series, which leverage his internal thought leadership and unique value to his community. provides.

A regular posting schedule empowers your team to never stop testing and learning. If you want to see another example, in Sprout’s TikTok Testing Strategy we analyze our highest and lowest performing videos to figure out how we should adjust our content going forward.

create an audience

Going viral on TikTok was an impressive milestone for Figo. But Bridget explained that kinship was not her number one priority. More important than going viral is finding and building a real community on social media.

For Cheyenne, understanding the culture of TikTok was essential in order to connect with people. “People use TikTok to watch videos that average people make with their phones. Keep your video as authentic as possible. Talk like a real person behind the screen and avoid a sales-y approach.

The TikTok algorithm provides a unique, personalized experience. To reach your audience, you must research the topics they care about and consistently put out relevant content. Cheyenne explains, “Stay on top of trends in your community. Not just trending sounds and memes, but topics people are talking about. Focus on how you can connect them to your brand.

Sometimes relating to your audience can be a challenge. Cheyenne reveals a dark secret that will astonish Figo’s followers: he has no pets. Gasp!

So how does Figo make such adorable fur baby videos? By tapping into another important audience: their internal team. Cheyanne uses an internal messaging channel for source participants. The footage provided by their co-workers helps them stay consistent and humanize the Figo brand, as the team posts demonstrate.

Use social media consistency to grow your income

Once you’ve mastered social media consistency, use it to strategically grow your revenue.

The Figo team followed these four steps to launch their TikTok account and translate channel growth into revenue gains.

1. Get Leadership Buy-in

You cannot build a presence on any platform overnight. You need the long-term support of the executives behind you – before you even start to see results. Bridget describes the support of her CMO as “critical” to the success of her brand.

apply it: If you want to branch out into a new network or experiment with emerging technology, keep your eye on leadership. Show them how opportunities on social media can increase long-term business value. Get them on board to allocate time and resources to your strategy.

2. Reproduce Content Efficiently

For a small team like Figo, repurposing successful content from their blog and other social networks was key to staying afloat on TikTok. This year, they are shifting their focus to YouTube using the same method.

apply it: When you’re trying to be consistent on social, you don’t have to start at all. Maximize your existing assets and capitalize on the success of other platforms. You’ll save your company time and money, and increase your ROI (more on that shortly). Plus, you already know what content resonates with your audience. Be sure to meet community expectations on each platform.

3. Convert organic performance into paid promotion

As an experiment, Figo started running ads on TikTok in late 2021. Initial returns were minimal. “TikTok didn’t start pushing people down until organic presence happened,” says Bridget.

By 2022, Figo has earned credibility and built followers, making it possible to identify their best performing videos and put money behind them.

apply it: A consistent, organic posting strategy goes hand in hand with successful ads. You have to post regularly and test what works (without blowing your budget) to attract your audience. A hybrid paid and organic social media strategy yields long-term results.

4. Measure ROI and Share Your Results

For Cheyenne, whose primary focus is increasing brand awareness, understanding the complex digital buyer journey is critical. In her role, she uses Sprout’s reporting tools to showcase the fruits of her efforts. She combines its brand awareness metrics with paid advertising results and revenue gains to tell the full story of Figo’s success on TikTok.

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apply it: With a tool like Sprout, you can access all your social media analytics and generate reports to share with your team in one place. For example, the TikTok profile report records how many posts you’ve published, how many views you’ve received (including paid ones) and your total engagement.

Use these rich sources of social data to calculate your ROI and socialize your results internally.

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Streamline your publishing and reporting with Sprout Social

Even though consistency is the key to growing your presence (and your revenue), we know you face obstacles in posting regularly. Limited time and resources. Long acceptance period. non-associative algorithms.

Sprout’s publishing and reporting tools enable you to streamline your internal processes, keep up with best practices, and simplify social media continuity. Just like our tools are Figo’s secret sauce to meeting his posting goals, you can use them to power your own posting strategy.

social listening

Sprout’s listening tools help you build a deeper understanding of your audience and competitors. Learn what’s trending in your industry and how you stack up against your top competitors when it comes to sentiment, share of voice and engagement.

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publication calendar

Publishing Calendar makes quick work of drafting, approving and scheduling social content so your team has more time to focus on fine-tuning your strategy. As Cheyenne says, “I schedule posts in Sprout so I don’t have to worry about it for the rest of the week.” Sprout gives you the tools to turn time-consuming tasks – like logging into native apps – into automated ease.

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Get insights from social data

Sprout’s analytics tools accelerate data collection and distribution so brands can focus on important KPIs, inform strategy and prove ROI.

Use data to enhance your strategy and create effective paid and organic campaigns. With the analytics along with the publishing and engagement tools in the Sprout platform, you can easily turn insights into action.

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Now that you’re well-versed in the benefits of social media consistency, learn how real brands combine insights from listening and premium analytics to drive powerful results with their social data.

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