Con una reducción del 41% en volumen de contenido, MTVLA logró:
103 %
incremento en los comentarios de los usuarios
53%
incremento en la participación total
158%
incremento en la participación promedio por posteo
Con una reducción del 47% en el volumen de contenido de videos, MTVLA logró:
28 %
incremento en el total de visualizaciones de videos
140%
incremento en el promedio de visualizaciones de videos posteados.
Objetivo
¡Contenido envidiable!
MTVLA quería mejorar su estrategia editorial en Instagram, buscando hacer su contenido más relevante para su audiencia regional y así posicionarse mejor dentro de las plataformas de entretenimiento con respecto a su competencia. MTVLA también quería diferenciarse de los otros canales a través de una estrategia que sólo hiciera uso de contenidos creados específicamente para las redes sociales.
Solución
Estrategia Visual, Talento Interno y una Estructura Equilibrada
Newlink adoptó un enfoque de renovación total.
Luego de determinar qué contenido estaba funcionando bien en el ya popular perfil de Instagram de la marca, el equipo de diseñadores, redactores y analistas de Newlink logró crear una nueva fórmula personalizada para MTVLA en la plataforma.
Newlink y MTVLA colaboraron para crear consistencia en el perfil, eliminar la contaminación visual al destacar el contenido que funcionaba mejor e identificar qué contenido estaba recibiendo la más alta tasa de respuesta de los seguidores.
El objetivo de MTVLA siempre había sido seguir creciendo en Instagram; aumentar la participación en todas las publicaciones para fortalecer su posición en las plataformas de las redes sociales como un canal mediático de comunicación y hacer frente a la competencia.
El equipo de redes sociales de Newlink hizo una selección del contenido existente de MTVLA y creó nuevas publicaciones personalizadas en Instagram, con el fin de maximizar la participación y mejorar la relevancia en América Latina, específicamente en los principales mercados de MTVLA tales como México, Colombia y Argentina.
La estrategia consistió en crear contenido impulsado por los usuarios, monitoreando las interacciones con las publicaciones y aumentando la oferta de contenidos a los que respondían los seguidores. Newlink fomentó la participación, animando a que los seguidores interactuaran y compartieran publicaciones, haciéndolas visibles a nuevos seguidores.
Al final, todos se engancharon con el sustancioso contenido visualmente atractivo de MTVLA. Los comentarios aumentaron considerablemente, las visualizaciones de videos se fueron por las nubes y los usuarios participaron más que nunca.
Resultados
Calidad más que Cantidad
Las marcas buscan tener muchas visualizaciones de videos, siendo ésta una de las principales métricas en el mundo de las redes sociales. Sin embargo, un error común es inundar Instagram con videos que no alcanzan la participación deseada ya que no se sienten como parte de la plataforma.
Al transformar los videos de MTVLA para ser vistos específicamente en las redes sociales, Newlink logró aumentar las tasas de participación publicando menos videos en la plataforma, pero más llamativos.
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V1.0, September 2021