Which Platform Will Give Your Brand the Greatest ROI?

Return. On. Investment. Three words that any brand with a social media presence is after. Most companies stray away from discussing it because it’s one of the hardest things to prove. ROI is difficult to track, and most brands and stores are reluctant to share this information. It cant be difficult to pinpoint and collect data on customer behavior leading up to sale, so most companies stick with like to share finite numbers, not ROI.
         

       It is becoming more apparent, especially in the fashion industry, that two platforms are giving brands the most bang for their buck.  Facebook-owned Instagram is fashion and retail’s go-to social medium, and is where the majority of brands’ social efforts are focused. Why? Because Instagram is the only social platform where engagement rates don’t decline as fashion brands gain more followers. Facebook-owned Instagram is considered the best medium for brand-based marketing, and it has an organic reach of 100 percent, making it one of the easiest platforms to invest in.

People may wonder how the investment in Facebook and Instagram is so helpful for brand marketing, when there it doesn’t allow for linking out or purchasing from the platform. On other platforms, as communities grow, engagement dips, because the brand gains followers beyond their specific target market. This doesn’t occur on Instagram. As the number of followers of a brand increases, engagement continues to increase as well. There is no negative correlation like we see with other platforms.

          Instagram’s and Facebook’s hold on the digital marketing funnel is an extremely powerful combination. Instagram  has an emotional hold on users that’s entirely organic. This initial behavior from the consumer will eventually combine with Facebook, which has a direct response and targeting tools. 

          An example of a brand that uses both of these mediums to their fullest extent is Calvin Klein. In the year since Calvin Klein rolled out its #mycalvins social campaign, the brand said it saw “unprecedented engagement” and “strong ROI” from its efforts, which included both organic and paid elements. Although ROI may be difficult to calculate, it is safe to say, when you take content from Facebook and Instagram, and place it anywhere else, you can expect a big impact.  


 http://wwd.com/media-news/digital/social-medias-elusive-goal-return-on-investment-10096379/