How to Create a Drip Feed Campaign on Social Media
Social media has become an important way of spreading news, and Instagram is no different. One of the most effective ways of doing this is to formulate a drip feed or pulse campaign. Usually used for one-off, big events, this type of campaign entails sharing a series of small pieces of information designed to build hype and excitement, eventually culminating in a big announcement. Whether you’re looking to announce the launch of your new menu or drive ticket sales to your upcoming event, a drip feed campaign is definitely a beneficial strategy.
If you don’t know where to start, creating and implementing a drip feed campaign can be seen as daunting. Lucky for you, we’ve come up with a step-by-step plan to help you create a great drip feed campaign:
Define your aims:
The first step is to think about what your main goals are in creating a social media campaign. Is it to create awareness about your new menu? Or is it to drive sales for your next event? It might even be to both announce the launch a new product AND incentivise customers to subscribe to your mailing list. These questions are important as they will help you decide what type of content and copy you will need to produce to effectively fulfil your aims.
Determine your messaging:
Break down your announcement into different components. What are the different snippets of interesting information you could share? Note here that it’s important that although it might just be a small piece of information, it still has to have enough substance that it will keep your audience curious and interested.
For instance, we came up with these different elements in the Bass & Flinders Relocation Drip Feed Campaign:
Message 1: “Red Hill will always have a special place in our hearts as the original home of B&F”
Message 2: “The times are changing and we’re packing up.”
Message 3: “You won’t find us here much longer…”
Message 4: “We’ve packed our bags and loaded our trucks!”
Final Announcement: Location reveal showing off features of new venue
Plan your timeline:
There are three things to consider when outlining the timeline of your campaign – when your final announcement will be revealed, the length of your campaign and the frequency of posts. We recommend determining a deadline for your campaign as it’s easier to work backwards to decide when to start posting and how often. There is no hard and fast rule about how long a campaign should go for – the best way to judge this is to think about 1) how many messages you have to release and 2) how long before your audience will get impatient or frustrated.
Create your content:
Now that you know what messages you’d like to convey and when, it’s time to get creative and come up with visual content to hook your audience in.
The last step:
Once you’ve got your content ready, the final steps are to come up with fantastic, catchy copy and schedule the posts to be published!
Some added extras:
Boost with some ad spend
If it’s reach and engagement that you’re hoping to achieve with your drip feed campaign, it’s a good idea to pop some ad spend behind it. There’s no specific amount that you need to budget for but just remember, the more money you spend, the more eyes on your campaign!
Don’t forget IG stories!
As Instagram only shows what you post to 7-10% of your audience, it’s a great idea to repost some of your teasers onto your Instagram Stories, or even make specific content that would make use of IG Stories’ interactive features!