Promotion on social networks with a focus on the profitability of the advertising campaign
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Subscriber reach is the number of people who saw some material in the feed.
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There are three terms that will be used in this article: total reach, follower reach, and viral reach. If you want to delve into this topic, you need to look at each of them. Imagine that a leaflet was pasted on a multi-storey building with the text “I will sell a 2-room apartment on the 3rd floor.” Full coverage is all the people who saw the ad. Just coverage - only those who noticed the leaflet and at the same time live specifically in this building. And viral reach is the difference between all people in general and those who live in the house.
Subscriber reach is the primary factor that users pay attention to when they want to advertise in a community. The reach figure shows how many potential clients a site can count on when placing an ad in a group. It means the total number of unique visitors to the resource.
Subscriber Reach
1. The first red graph is the reach of your subscribers. This graph takes into account the number of users who are subscribed to your group and who have viewed your posts by logging into the group or in their news feed.
It is enough for one subscriber to view just one post, and then you will receive 1 reach point. But even if the same subscriber views several of your posts at different times, you will still only get 1 reach.
This is an important indicator especially for those who want to make money on VKontakte advertising through the internal exchange. Today, the requirement to enable monetization is 7,500 average subscriber reach per day for 1 month.
2) Look at the average number of daily posts in the community
Many administrators are trying to increase the number of advertising spaces on their public page. Since advertising posts alone cannot be published (participants will immediately run away), they proceed as follows: they post 2 to 4 thematic posts in a few minutes, and then post an advertising post for 1 hour.
What happens when this happens? Here's what: user attention
who reads the news feed “
scatters
” into 5 posts at once: 4 thematic and 1 advertising. An advertising post, instead of the conditional 100% of the user’s attention, receives much less.
Our recommendation: before posting an advertising post on a public page, carefully study the frequency of publication of posts in it
. In order not to study the community wall every time, you can use the publicadmintools.ru service, which provides data on the average daily number of posts in communities.
Viral reach
2. The second indicator is viral reach, which is determined by the color green. This includes reaching audiences who are not your subscribers.
For example, subscribers can repost your posts, which will be seen by their friends who are not subscribed to your group. In addition, unique users may enter the community who are not your subscribers, but they also decided to repost.
Viral reach is also increased by advertising in other communities when you order your repost. Thanks to viral coverage, your content is seen by unique users who can subscribe to your group. The higher this indicator, the more new members will subscribe to your community.
Research: VKontakte coverage
Best practices for working with the recommendations feed and coverage
— Probably answers to ALL popular questions about ranking posts among community subscribers; — Which factors really influence coverage, and which are a myth; — A coverage recruitment algorithm that is working right now;
The most complete and up-to-date article on how to publish posts so that community subscribers can see them. We are talking only about coverage by subscribers. We do not take into account viral coverage.
Everything you will find in this article is the result of recent repeated experiments on different communities in VK: from several thousand subscribers to several million.
Content
1. Who doesn’t need to worry about the issue of post coverage?
2. What does NOT affect the ranking of a post (about myths) Number of posts per day Time of publication of the post Removal of subscribers Indication of the source Plagiarism within VK Negative reaction to the post Push notifications, mailings and other third-party traffic to the post
3. What influences the ranking of a post Post format Core, community New activities and promotion Clickbait Uniqueness of the post Stop words, other social networks, links to the site selling posts
4. How does coverage work now? Algorithm for recruiting coverage. What metrics does VK collect to evaluate who to show the post to?
5. What metrics need to be influenced in order to maintain and increase coverage? Removing subscribers - which ones and for what purpose? Pump up Push, but release posts without notifications Release a lot of posts Strict adherence to formats
6. General trend of coverage on VK Falling coverage VK has fought and will fight for users of the social network
7. General conclusion
Some material from the article
Time to publish a post One of the most frequently asked questions is what time to publish posts is most beneficial for reach?
Someone calculates the exact time of publications. For example, do not put it in round intervals, such as 13:00 or 13:15. And they advise, for example, at 13:03 or 13:17.
Sometimes in the comments they write that they should publish posts at night, sometimes - early in the morning. Like, no one posts at this time, and then only your post is seen in the feed.
I also quite often experience posts that I publish at night. But daytime posts take off in exactly the same way.
New activities and promotion In addition to the core of subscribers, new activities in the community also play an important role. If a reader frequently interacts with your posts, this is a signal to the smart feed that this person should be shown all or almost all of your community's posts.
Stop words, other social networks, links to the site, selling posts.
1) It is worth understanding that VK can recognize and analyze both the text of a post and the text of pictures. And if he notices a call to increase indicators on the site, then the reach of the post is cut off.
Therefore, individual words such as “like”, “comment”, etc. will not necessarily become a factor due to which the post will not receive enough coverage. But maybe)
Coverage set algorithm
In December, VK slightly changed the algorithm for ranking posts.
WAS:
— 24 hours from the moment of publication, the coverage among subscribers practically stops.
— in order to have good subscriber coverage in the first 24 hours, you need good reactions to the post in the first 1-3 hours.
No matter how good the post was, liked and commented on, after 24 the subscriber coverage indicator stopped almost completely.
OUT OF:
— today in the first 24 hours you get up to 50% less coverage among subscribers.
- on the second day, if the post’s engagement rates in the first 24 hours are good, then the subscriber coverage may double, or may become higher than at the time of publication.
That is, if previously a post lasted 24 hours, now it lasts 48-72 hours. Further, the coverage by subscribers remains almost unchanged. It all depends on how many and what activities there will be on the first day.
Removing subscribers - which ones and for what purpose?
First of all, I don’t recommend anyone to do this. We have been doing cleanups in the community for a year now, and I still can’t say for sure whether they help or not)
VK has fought and will fight for social network users
The social network is doing very well with “VK for business” and very poorly with “VK for people”, and the problem has become critical. And this is great) The great thing is that VKontakte will have to prove to users that this social network has a lot of cool and high-quality content. This means that if you have a lot of good content, your content will be shown)
Roughly speaking, the position may become: “Please write to us, and we will do you very well, a lot and for free.”
The first step for this is VK experts and thematic feeds. If you write something on the right topic and it's really good content, you can get a lot of topic coverage.
General conclusion
If earlier I said that viral coverage is a bonus from VK, and coverage by subscribers is something that we can influence, but now the situation is actively changing)
It is becoming increasingly difficult to influence subscriber coverage. Community followers become the least important metric. The situation boils down to the fact that we can guarantee coverage only for the core of the community) And virality and coverage through subscriptions is a bonus from VK.
But this is a trend not only on VK. On both Insta and TikTok, priority is given to the core community, and their reactions determine the future of coverage. Both in terms of subscribers and virality.
Read more on the Cerebro blog
p/s: the article is extensive, with examples, graphs and tips
Topic: Creating a cover for the community
Post edited by irit: 03/27/2021 — 11:59
The forum administration has no relation to forum users and the information they publish. Terms of use
Full coverage
3. And the third graph in these statistics is full coverage. It is highlighted in blue. This includes all views of your content, both by subscribers and other users.
These can be views directly in the group, as well as in the news feed, on the pages of users who reposted, in other groups where you placed ads, in the section of recommended posts and in the VKontakte search engine.
If you are engaged in commercial promotion, then full coverage is the most important indicator for you, since it is in your interests that as many people as possible come into contact with your content.
How to view coverage
Owners of public pages on VK want to know the coverage of their communities. This information is not classified, and you can access it in just a few mouse clicks.
To find out information for communities:
- Find the “Statistics” button on the control panel.
- Go to the “Reach” section, where you can see all the data on the popularity of posts.
Business profile owners and bloggers will be interested in learning account statistics. Click the statistics button located immediately below your avatar.
This data is available to all users with more than 50 subscribers. If there are more than a hundred subscribers, then you can get access to a more detailed analysis, which, in addition to coverage, will include the age, gender and country of page visitors.
How to increase the reach of group subscribers?
To increase your subscriber reach, you need to post regularly. Moreover, it is necessary to do this at different times.
Some of your subscribers most often go online in the evening, and others in the morning or afternoon. Therefore, in order to reach everyone, it is necessary to publish posts every 1 – 2 hours.
Reposts are necessary to increase viral reach. To ensure that your subscribers willingly repost, it is important to publish interesting content. Then it will become viral. In addition, you can invite advertising in other public pages, or launch targeted advertising.
Create interesting content, then people will share it with others.
And to increase overall coverage, do everything listed above. In addition, you can use hashtags and geolocation tags.
Many users search for VKontakte content through hashtags. So this is also an opportunity to increase unique views a little bit.
To temporarily increase coverage, you can hold competitions, but these statistics will only be higher during the prize draw period. In addition, recent changes to VKontakte began to require that group editors post unique content that is not copied from other communities.
These posts can be automatically promoted in the news feed, making them appear higher than other posts, or even have a chance to be featured in the recommended posts section. In addition, it is worth mentioning that interesting content is also automatically promoted in the feed.
Therefore, if your post gets a lot of likes and comments in the first hour after publication, then it will have a higher rating and it will not be ignored.
Working with tables: calculating coverage share formulas
We need to be able to do basic things: insert a new column, enter a formula and copy formulas to other cells.
The first thing we will consider is the sundress.
Sarafan - named after word of mouth, and shows the share of viral coverage of the total coverage.
We add two new columns for full coverage.
The sundress formula is: VIRAL REACH DIVIDED BY FULL REACH.
For convenience, it is better to convert the entire column into a percentage display. To do this, select the entire column I and go to “Format” → “Numbers” → “Percentage”.
Don't forget to drag the formula all the way down to the bottom of the table.
Next, it’s time for advertising.
— shows how much coverage was received thanks to advertising budgets. From a content marketing perspective, it is better for content to be shared based on the quality of the content itself.
It is considered: ADVERTISING REACH DIVIDED BY FULL COVERAGE.
Why do you need to calculate advertising reach? Yes, just to understand how profitable and correct it is to tinker with content within the community. The production of each piece of content requires some effort and resources.
Just keep this proverb in your head: “The game is not worth the candle,” it is quite possible that by reducing the costs of content production, we will get the same result. The opposite is also true; it is quite possible that by raising production costs, the result will be higher.
Engagement, or ER , measures “how noticeable content is to users.” ER uses the sum of all likes, comments and shares per piece of content, in relation to the total reach of the post.
Please note, in relation to the reach of the publication, not the group, and especially not the number of subscribers.
Personally, I prefer to add additional bonus multipliers to each reaction, depending on the type of community. If I have a photo community, I reduce the value of the like; if I have a learning community, on the contrary, I artificially increase it. Also with comments and reposts.
But at the same time, involvement is the most “empty” indicator. If you see that there is no correlation between coverage and ER, then this figure can be completely ignored.
Messages
The task is to set up a high-quality dialogue with the consumer; analyze data about how many people write to you and who they are. The corresponding graphs will show the number of messages sent/received and show who is more inclined to dialogue - new or old users.
Use metrics on VKontakte to optimize and improve the work of the community, to formulate a promotion strategy and work on errors. Pay attention to who, when and where comes to your page, what content “comes in” and what remains in the shadows.
Promotion on social networks is not only about timely and abundant posting. This is a whole complex of works, the basis of which is analysis.
