How to use public data to gain insight into other people's paid promotion strategies for overseas social media content?

Is there a simple and quick way to gain insight into other brands' content promotion strategies?

1

On overseas social media, we will see some posts with high interaction volume:

As for other posts on the same brand homepage, although the copywriting and material production seem to be quite attentive, the gap is not small in terms of the amount of interaction:

So, do these high-interaction posts get high interaction simply because the content is popular, or do they get high popularity because of paid promotion?

The answer to this question is actually not difficult.

2

Shopping malls are like battlefields, and brands will not easily disclose their marketing promotion plans and specific operations. However, brand owners’ deliberately conservative business information may be easily understood by today’s big data and AI technologies.

In terms of overseas social media marketing, paid promotion of post content is a necessary means to gain higher exposure and interaction and achieve the desired results. However, there are some questions that often plague brand owners: What content needs to be paid for promotion? How much paid promotion should I do per month? How to evaluate the effect of paid promotion? The answers to these questions relate to whether brands can put their money where their mouth is. At this time, if you can know the paid promotion of competing products and industry peers, you can get a good reference and comparison. But it is clear that no brand is willing to disclose this information lightly.

In addition, out of the need to know ourselves and others, it is also necessary for overseas brands to have a clear understanding of the content promotion strategies of competing products and peers, so as to formulate targeted advertising plans and strive to surpass their competitors in a short period of time.

So, just by using existing public data and information, can we identify and judge what is paid content on social media platforms? The answer is yes, and the “paid probe” function of Marketing Cloud can do it.

3

For a function, the process of development, testing and improvement may be very long, but when users use it, they can only feel simple and fast. "Paid detection" has such a feature.

On the "paid detection" function page of the "report" module, after entering and confirming the name of the social account, you can conduct paid detection for the social account, and get an analysis report immediately. Take a FMCG brand going overseas as an example, through paid detection, the paid post data of a brand can be easily displayed in front of you.

We can obtain the following data and information:

The percentage of the total number of paid posts and interactions. In the past 28 days, the proportion of the brand's paid posts is relatively high, reaching 89.29%, and 96.91% of the post interactions are from paid posts:

Social account payment effectiveness analysis. The average engagement effect of the brand’s last 28 days of paid posts is 3.76 times that of unpaid posts. From the analysis chart, due to the high proportion of paid posts, the paid effect is far from the "optimal effect range". At this time, the brand needs to reduce the proportion of paid posts to optimize the paid effect:

The distribution of paid posts on social accounts. Visually shows when each paid post was published and the amount of interaction it received. The largest number of interactions for paid posts was 43,169, which appeared on October 2, and the minimum number of interactions was only 2,181, a huge difference:

When the cursor stays on each "¥" symbol, the relevant information of the corresponding post will be displayed in real time, and you can click "View Post Details" to further understand and analyze the paid post:

The paid detection page also shows the distribution of paid post types, as well as the top 1, 2 and worst paid posts:

We can lengthen the period of paid detection from 28 days to 90 days. The proportion of paid posts and paid results are as follows:

Judging from the results obtained, the brand's paid promotion post ratio and effect, paid effect, etc. did not show a big difference, which means that the brand's content promotion strategy has basically remained stable and continued.

If you want to achieve better paid results, the blue dot should fall in the oval area, and the following brand has obviously better paid results:

Through the data chart, we can see the obvious difference in the interaction effect of paid and non-paid posts, which shows that paid promotion is an immediate and effective means to increase the interaction of posts. At the same time, "paid detection" has undoubtedly added a convenient way for overseas brands to learn and gain insight into the paid promotion strategies and effects of peers and competing products.

Epilogue

Paid detection is calculated from massive post data through AI and algorithm models. Although it cannot be guaranteed to be 100% accurate, thanks to the help of big data and AI, payment detection results can fully provide Hai brand with the reference needed for decision-making. . We expect big data and AI technology to bring more innovations and applications in overseas social media marketing.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in paid detection and related functions of Marketing Cloud, please leave your contact information, and we will arrange overseas social media marketing experts to contact you.