A recent article from Social Media Today discussed the decline of engagement on Meta platforms compared to TikTok. As TikTok gains traction, especially with younger audiences, Facebook and Instagram are struggling to keep up. However, this doesn't mean that healthcare marketers should no longer leverage Meta’s platforms in their campaigns, but rather brands need to be more strategic in using social platforms in conjunction with other channels to deliver coordinated messages that are relevant and impactful for their audiences.
The best way to launch a campaign destined for success is locating exactly where target audiences are engaging most and then triggering brand or product education across those channels based on user behavior, compelling them to complete the desired real-world action.
Start With Understanding Where Your Audiences Like to Engage Most
Identifying what each individual's ideal social platforms are can be especially tricky as engagement varies widely between age, location, ethnicity, gender, etc. Age especially plays a big factor, with reports from Statista showing that:
- Ages 18-24 engage most on Snapchat and TikTok
- Ages 25-34 engage most on Facebook, Instagram and Twitter
- Ages 35-49 engage most on Linkedin
- Ages 50-64 engage most on Pinterest
Why does this matter? An user who is already engaged in their organic social media content is more likely to absorb your brand messaging. However, having a winning social strategy is more than just looking at demographic data - in fact, the majority of consumers engage on more than one platform. That's why the most effective social campaigns include tactics across multiple touch points, creating stickier brand experiences and higher recall.
Make Sure You Can Actually Find and Reach Your Audience Effectively
Finding and building your ideal audience can be easy with solutions like Lasso Blueprint™ and our full suite of audience capabilities. Blueprint is healthcare marketing's most comprehensive and self-service audience builder, allowing marketers to upload an NPI target list of HCPs, choose from our library of thousands of curated audiences, or build a 100% custom segment based on a variety of data, including demographic and location qualities. Your goal is to target highly qualified and engaged users, and Lasso allows you to see the estimated reach and cost of each audience across channels before you activate. This transparency gives allows marketers to plan their media efficiently before they have to spend a single dime.
Why Are Some Audiences Better Than Others?
We recommend leveraging our Audience Capabilities for your social tactics over the social platform’s native audience capabilities because Lasso enables higher audience penetration with our in-house Identity Solution for 1-to-1 provider targeting and unique methodology for building modeled consumer segments. We recently released a case study showing how we outperformed Meta’s now deprecated first-party audiences by a whopping 39%. Although our audience size was smaller, since they are built to be more targeted and powerful, we were still able to actively reach 99% of our audience, compared to Meta who reached only about 21% of their audience. Additionally, by utilizing Lasso's audiences, the brand engaged with more qualified users leading to a much higher video ThruPlay rate and a CPM that was consistently 7-9% lower than Meta's first-party audiences. This proves that higher-quality audiences can significantly impact media performance. Even as regulations and native platform capabilities change, our technology and solutions allow marketers to remain flexible and agile as they continue to maximize both user-privacy and accuracy in targeting.
Let's Talk About Exceptional Omnichannel Experiences
Most of the time, it takes more than one touch point for a consumer remember a brand or product when they are making a real-world decision. That's why it's important to create personalized and relevant multi-channel experiences to encourage high impact media engagement. We actually built a solution to make it easier for brands to engage intelligently with their audiences based on their behavior. Lasso Triggers™, is the next generation of cross channel sequential messaging proven to increase media engagement. Marketers can build custom logic based on deterministic, data-driven insights, reaching the users who are ready to engage with the brand across banner, video, audio, CTV, and email. Then, they can seal the deal with social media as the last step in their triggered campaign! By the time, the user sees your brand on their social platforms, they are primed and ready to engage with your content.
Multi-Channel Is Worth the Investment
Previously, it was difficult to track the real-world impact of using social with other channels, but we recently published a case study with CMI Media Group measuring the Rx success of leveraging both social media and CTV in a campaign. We found that the HCPs exposed to media onboarded 38.24% more new patients to the brand. In fact, social media proved to be a key driver of growth for the brand as Dermatologists exposed to those tactics wrote a total of 2,749 prescriptions!
Get Started with Smarter Social Campaigns
We're ready to empower brands of all shapes and sizes with a platform that does it all. Plan, activate, and measure complex and coordinated multi-channel campaigns seamlessly. Reach out to your Lasso Representative or email us at email@example.com to get started.