Do you want to use the power of social media to skyrocket the number of visits to your website, which in turn can lead to an increase in customers? In one month alone, we saw just that for one of our clients at Pratt Marketing Agency.
- Reach on Facebook increased by 482%
- Reach on Instagram increased by 680%
- Reach on TikTok increased by a staggering 842%
Engagement followed suit, with TikTok increasing the most, at a mind-blowing 1,000% leap!
This unprecedented surge in traffic was all because of one tactic: video.
By adding high-quality, funny and educational videos to your company’s social media pages, this is the type of reach and engagement you could be seeing for your own company.
So how can you see similar results?
In April 2024, we conducted a case study about the positive impact of video with one of our clients, who owns a company in the home services industry. This family-owned business that’s been operating in Arizona for 40 years, whose niche is more on the “serious” side, was struggling with connecting to younger demographics of new homeowners on social media.
By working with them to implement an entertaining and educational video strategy, we changed that entirely – and only in one month’s time.
How did we do it? In order to retain current clientele while also catching the interest of new, younger, clientele, we planned a thoughtful mix of funny and informational videos that would break away from the traditional “talking head” format and create content that was both educational and engaging.
The content was also strategically tailored to resonate with our client’s target audience. For example, we leveraged trending topics and sounds on Instagram and TikTok to craft lighthearted content that resonated with younger people, who might have just purchased their first home.
Our videos were super high quality, fast paced and eye-catching, with text overlays and changing colors to highlight specific terms.
Because our client has been in business in Arizona for four decades and is well-established in the community, it was important to us and them to keep their family and their employees as the focus and main “actors” in the videos. This approach helped to humanize the brand and foster a sense of trust and connection with our audience.
And speaking of Arizona, we also highlighted seasonal experiences relevant to both the state and the Southwest as a whole, in order to help showcase the unique aspects of the region.
To say that the results of our case study on the power of video were impressive and successful is an understatement.
Adding videos to our client’s social media strategy significantly contributed to the ultimate goal of using social media to drive the audience to our client’s website so that they can learn more about the services that they offer, fill out the contact form, or give them a phone call.
Organic social media traffic to the company’s website skyrocketed by an incredible 1,423%, with both paid and organic efforts driving over 5,200 website visits.
In addition, key performance indicators (KPIs) such as post reach, engagement, and website visitors were crucial in assessing the campaign’s success. The outcomes were exceptionally remarkable.
TikTok proved to be a strong platform for organic video content, with total engagements increasing by more than 999.99% compared to the previous month.
Additionally, Meta ads achieved an average click-through rate (CTR) of 3%, highlighting the effectiveness of paid video campaigns in enhancing website traffic and conversions.
The real takeaway from this case study, however, is that in the dynamic landscape of social media marketing, the power of video content should not be underestimated.
By embracing a creative and audience-centric approach, our client is no longer lost in the social media shuffle. Instead, they are engaging with their target audience, building brand loyalty, and attracting new customers.
Annarose Quinn is the Business Director of Pratt Marketing Agency in Scottsdale, Arizona. Founded in 2019 by Dave Pratt, the full-service marketing firm crafts creative, data-driven marketing strategies that propel businesses forward on a local and national scale.
