A 500K audience and stronger engagement
Vladimir RossausContext
Worked with large social communities, developing content formats and joint activities with national retail chains.
- Project
- Fort Group
- Period
- April 2017 / April 2018
- Area
- Retail / Social communities
Task
What I did
Early in my career, worked with communities totalling more than 500,000 users. Developed content mechanics and joint promotion with national chains. The task was to give the audience a clear reason to interact with the brand.
Solution
Working with a large audience
Understand interests
Identify topics and formats people respond to across different communities.
Create a reason to participate
Build a content mechanic and partner placement around a specific audience interest.
Compare responses
Use comparable reach and one consistent engagement formula. Account for paid placements separately.
Develop useful formats
Repeat mechanics producing an interpretable response and revise those the audience ignores.
Metrics
Scale and change
- Users across communities
- 500K+
Combined size, without overlap estimation
- Engagement-rate increase
- 2.5×
Relative change in ER
A 2.5-fold increase in engagement
Engagement rate
Chart values
| Metric | Baseline | New level |
|---|---|---|
| Engagement rate | 100 index | 250 index |
Conclusions
What this experience demonstrates
A large audience needs ongoing work on people’s interests and a clear way to assess responses. Higher engagement describes communication response. Store visits or sales require separate measurement when they are the project goal.
The approach at a glance
- Assessed audience response alongside community size
- Connected content mechanics and partner activities
- Compared formats using a consistent metric
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