Polly Barnfield shows how throwback posts drive engagement for both new and loyal followers, using interior design firm Sybil Colfax & John Fowler as an example. Track performance by monitoring follower counts, engagement rates, and top posts through your platform's insights tools. Plan future content with calendar views to keep the strategy going.
Chapters
Today we're looking at how throwbacks drive engagement of new and previous followers. This is interior design, decoration and antiques company Sybil Colfax and John Fowler and they're the longest established interior decorating firm in Great Britain. Their photos tend to include lots of old and current projects, but tends to be work inside their clients homes. More information is then shared regarding the project and then often links to the designers themselves and the pictures are always really warm and inviting. But any business can learn from this because anyone should be using throwback style of content from the previous projects or indeed things that you've done. Such as it might be that you've redecorated the bathrooms and you've got the picture of the old ones and the new ones. It might be that you have an old premises or a previous event, or it might be that you won an award a while ago. People are new people that are new to this, so they might have maybe followed this hashtag and come upon these people and never heard of them before. So they get something new, they get to see a previous project and how great they are at what they do. But guess what? People that are that have been long term followers of them get excited and they get to revisit a memory or oh I forgot how much I love that lamp or that chair. And for you that might be an event. So it might be oh I absolutely loved that event from five years ago. Love to do that again. It's all about creating nostalgia which generates chatter generally on social media. Now if I was this business then one of the things I would want to look at is what is working for me so that I can understand the value that social media is really bringing to me. So what I would do is I would go into my maybe platform, I'm going to listening and insight summary and then I would look at myself. So here I've got my field report. So I get to click in here and I get to look at the conversation. So that is all the conversations that I'm having across all the different channels. I get to do a deep dive into my actual insights. That's a full report that you can pull off which you can discuss with your team and you can even view your ads in there as well. But the other thing it shows me at a glance is so how many followers have I got across all of my social channels? How much am I posting? So how many posts have I done? What engagement rate do those posts have? How many posts do I do per day? The engagements per post. So that really helps me benchmark if I'm doing seven in a day and what the engagement rate is, so therefore is that working? And then it's looking at the number of engagements per day. So actually then it helps me understand should I be doing more or less in a day to generate more engagement? Because engagement is obviously crucial. You can then even look at your best post for the last for that amount of time that you've agreed. Here again, that helps you benchmark what content's working. And then you can even go in and view your calendar calendar from that time period. Now, as always, if you've got any questions whatsoever, click on the little blue button on your maybe Dashboard. We love to help.
