Decision Topic 1:

Impressions by Audience and

Platform
Methods
• Data sourced from promoted posts across all rounds and
platforms (except YouTube and LinkedIn)
• Allocated the same budget for each post on each platform
• Used impressions to see which platforms were best at
reaching each audience
• Divided total impressions by number of posts for each
audience on each platform

Note: Only Tom was targeted on Twitter, and was not

targeted on Pinterest

1
Compared to
other platforms,
Instagram posts
generated the
most
impressions
across all
audiences

2
Recommendations
Organizational goal: Awareness

Focus promoted content on Instagram for all audiences

Target Tom primarily on Instagram, but also on Facebook

Target Mindy and Sue on Instagram only

Do not promote posts on Twitter or Pinterest

3
Decision Topic 2:
Clicks and CTR by Post Type
Methods:
• Data sourced from all rounds and platforms
• Includes promoted and organic posts

• All post types were posted on each platform (except

YouTube)

• Used clicks measured against click-through rates too

see the level of these interactions relative to the number of
impressions
• Both metrics were averaged for each post type on each
platform

4
Of all post
types, Videos
generated the
most clicks,
BUT
Advertisements
generated the
highest click-
through rates

5
Recommendations
Organizational goal: Engagement

Prioritize video when there is room in the budget

Avoid Memes and Articles

Use majority Advertisements and Infographics

Always compare clicks to CTR when measuring success

6
Decision Topic 3:
Organic vs. Promoted Conversions
by Platform
Methods:
§ Data was collected from all rounds
§ Posted similar content across all platforms to see which
platforms are the best overall convertors for organic and
promoted content
§ Allocated the same budget for each post on each platform
§ Used conversion rates to see which posts were most
effective at converting relative to the number of impressions

Note: LinkedIn and YouTube were abandoned early, so those

results are skewed

7
Of all platforms,
Twitter
generated the
highest
conversion rates
overall,
performing best
with promoted
posts

8
Recommendations
Organizational goal: Conversions

Allocate a higher percentage of ad budget to promoted Tweets

Promoted posts always generate higher conversion rates

Twitter and Pinterest posts should always be promoted

Though Facebook generates higher conversions overall, Twitter is a

useful tool for reaching a smaller, more convertible audience

9
Key Takeaways

Awareness Engagement Conversion

Instagram for all audiences Videos, Advertisements, Promote as much as possible
Avoid Twitter and Facebook Infographics Twitter can be better than
Avoid Memes and Articles Facebook and Instagram

10
Closing Thoughts on Mimic Social
• Different strategies are required for different organizational goal

• Post, Post, Post à experiment

• Choose KPIs and stick with them!

• Targeting is key: Data-driven

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