Social Media Sells?! (Part 5)
Part 5 of the Post Mortem on my Latest Launch- Social Media Data
This information comes from the post-mortem process on my recent launch. During a post-mortem I review the launch data, processes, and outcomes to determine what worked, what could be improved, and what can be skipped (or added) for a more effective, efficient launch.
Quick Recap:
I launched the Soulful Success Circle, a group program designed to move your business forward while embracing and integrating all your spiritual parts.
I loved this offer- still do. I’m genuinely excited about it and talk about it with everyone
The launch included sales emails to my list, social media posts, and engagement in various groups.
This information comes from the post-mortem process on my recent launch. During a post-mortem I review the launch data, processes, and outcomes to determine what worked, what could be improved, and what can be skipped (or added) for a more effective, efficient launch.
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Social media and I have had a rocky relationship. Social likes to whisper (sometimes shout!) that without it, nothing good happens- that it’s the sales tool of the century. That’s only sort of tongue-in-cheek.
From a global perspective, I’ve always believed social media does more harm than good. With some nudging- fine, pushing, and shoving- from my business coach, I dipped my toe into the world of social media.
She’s not wrong: there’s no other way to get “free” advertising. Nowhere else can you shout about what you believe in and have a pile of people actually see it.
Over time, I’ve met some warm-hearted, interesting people through social media and discovered that I enjoy sharing videos.
For the launch, I needed to embrace it.
My reach is not large (yet) but it’s growing.
I am not a social media expert, I haven’t had one review my results. For now, I’m focusing on Facebook- that’s where most of my tribe hangs out.
I approached this review in two ways: first, my anecdotal observations; second, the analytics.
Here’s what I did:
Posted on my business page (Conscious Business Answers) and my personal profile (Jennifer Conaway)
Posted five times a day
Cross-posted to two active groups I belong to
Shared two videos, three memes, or text-based posts daily
Posted at expert-recommended times
Prioritized live-posting over scheduling via SocialPilot
What I noticed:
1. Videos got more likes and comments than my previous ones.
2. Launch memes outperformed my regular memes.
3. Launch videos received the most engagement overall.
4. The patterns held true across Facebook, Instagram, and LinkedIn.
What the data said (Facebook analytics):
Launch videos topped everything in terms of likes, comments, and overall engagement
Over the past 90 days (7 weeks pre-launch + 4 weeks post-launch)
The top 3 posts in views/reach were launch-related- 2 videos, 1 meme
3 of the top 6 interaction posts were launch videos; the others were older evergreen videos
During the launch period on my Conscious Business Answers Facebook page:
Follows increased by 50%
Interactions increased by 42%
My conclusions & recommendations:
Make more videos. They clearly outperform everything else.
The biggest difference in the launch content? Mixing business and spirituality. That’s a clue to shift my regular content to reflect more of that blend.
Posting five times a day- moved the needle, big time. While that’s a heavy lift (I usually post once a day) I should explore how to increase frequency sustainably.
These insights are compelling. The big question: Do I implement them? And if so, how do I do it without compromising the life I love?
Making videos takes more energy. Creating more content for multiple daily posts takes time. But it’s all worth considering.
Overall? I’m thrilled with the number of people who joined the Soulful Success Circle and with the learnings from the launch. Especially in this current environment- I’m genuinely delighted. It’s an amazing group of women.
I’m pleased with the results of the launch and have plenty to build from for the next launch and daily posting.