Кейс по SMM: рост +4К подписчиков и +500К охват при помощи контента для купольного отеля

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Это пример, который ярко отражает, как только работа над качеством контента может поменять показатели аккаунта.
Что именно изменили в контенте и какие получили цифры спустя 4 месяца работы — далее в статье.


                    Кейс по SMM: рост +4К подписчиков и +500К охват при помощи контента для купольного отеля

Клиент:
Купольный отель на Алтае, премиум сегмент.

Запрос:
Аккаунт долго не растет, и даже наоборот начал проседать в статистике. Увеличить количество подписчиков, вовлеченность и охват (а, как следствие, заявки и продажи).

Статистика за 2023 с января по июль:

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Здесь вы можете увидеть, что есть колебания по цифрам в течение нескольких месяцев, но они незначительны, небольшие взлеты и откаты.

Итак, фиксируем, статистика ДО (июль):

Количество подписчиков 62 738
Вовлеченность 1 902
Показы 98 235
Охват 39 365
Средний охват публикации за месяц 6 140
Среднее количество лайков публикации 181

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И давайте сразу раскроем вам результаты.

Статистика ПОСЛЕ (ноябрь):

Количество подписчиков 66 808 (+4 070 подписчиков в сравнении с июлем; прирост +6,4%)
Вовлеченность 76 100 (+74 198 в сравнении с июлем; прирост +4 001%)
Показы 1 001 892 (+903 657 в сравнении с июлем; прирост +1 019%)
Охват 597 677 (+558 312 в сравнении с июлем; прирост +1 518%)
Средний охват публикации за месяц 45 131 (+38 991 в сравнении с июлем; прирост +7 350%)
Среднее количество лайков публикации 4 428 (+4 247 в сравнении с июлем; прирост +2 446%)

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Однако выросла статистика не сразу.
Здесь можете увидеть промежуточные цифры:

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То есть в момент смены подхода к контенту некоторые показатели поначалу даже начали падать. Но на второй-третий месяц начали подрастать и на четвертый уже пробили потолок, который долго не удавалось пробить на этом аккаунте ранее.

А теперь давайте разберемся, что именно было изменено за время работы.

Что делали:

  1. Изменили формат постов.

Во-первых, теперь каждый пост — либо карусель, либо видео формата Reels.
Во-вторых, добавили музыку к постам, передающую атмосферу.
В третьих, отказались от графики с голубо-белыми элементами.
В четвертых, добавили посты-закрепы с наиболее важной информацией (Новый год, акции, обзор номера).
В пятых, опубликовали несколько обзоров номеров и акций.

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2. Стали регулярно публиковать Reels, по 1-3 в неделю.

Купить рекламу Отключить

Поначалу это дало небольшой прирост по охватам и вовлеченности. Позже появились «залетевшие» в рекомендации ролики, набравшие хорошие охваты. Вот примеры видео:

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Так, благодаря Reels выросло количество обращений в Директ. Это скрины обращений в Директ за неделю, пока вирусился один из роликов:

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То есть в сумме 20+ человек написало в Директ, + еще какая-то часть писала напрямую в WhatsApp или переходила на сайт, посколько со всех публикаций мы направляли аудиторию туда.

Забавный факт: благодаря ролику о котиках в отеле открылся портал в новую категорию заявок от гостей с питомцами.

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Это было неожиданностью для всех)
Владельцы отеля даже не думали, что аудитория не только воспримет котиков как фишку отеля, но и захотят приехать со своими хвостиками)
3. Добавили обзоры номеров в Stories

Чтобы аудитории было понятно, что находится внутри номера, добавили карточки с подписями с описанием локаций.

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4. Регулярные выезды фотографа.
Мы испытывали нехватку контента, поэтому раз в 1-2 недели стал приезжать фотограф и снимать материал для постов и Reels по нашему ТЗ.

Какой вывод?

Я не утверждаю, что SMM — это панацея. Контент — это только часть того, что может повлиять на ваши продажи. Однако немаловажная часть.
На этом примере вы можете увидеть, что может измениться, если докрутить только контент.

А что если теперь запустить трафик на такую страницу? Чувствуете, какие результаты это может принести?

Поэтому всё же рекомендую работать комплексно. Не фокусироваться только на одном инструменте. На одном можно фокусироваться лишь временно, чтобы повысить отдачу от него или чтобы запустить проект на начальном этапе, а далее подключать другие источники.

Я почти завершила серию статей про SMM, в следующих поделюсь примерами работы с другими инструментами. Подписывайтесь на е переключайтесь: )

А если хотите получить бесплатный аудит вашего аккаунта в любой социальной сети и рекомендации, что вам улучшить для повышения результативности, пишите «хочу аудит» по любому удобному вам контакту:

ВК: vk. com/anassunday
Телеграм: t. me/anassunday
Инстаграм личный: instagram. com/anassunday
Инстаграм агентства: instagram. com/p2pagency

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Источник: vc.ru

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