How Intel Added Over 175,000 to its Social Audience in Just One Month
But how does the brand keep driving followers to its social channels? What kind of content is it posting to see 74,600 new Facebook fans, 96,700 Twitter followers, 2,835 YouTube subscribers, 1,497 Instagram followers, and 318 Pinterest followers…all in just one month?
We tracked Instagram, Facebook, Twitter, YouTube, and Pinterest from Aug 15 – September 15 to identify the tactics Intel employs to drive this massive fan growth. Here’s how it went down.
By Posting More Frequently
Facebook and Twitter were the social networks that most benefited from the past month’s audience growth.
That spike in audience growth on Twitter and Facebook occurred during the week of 9/7/14-9/13/14 — the same week that Intel almost doubled its normal posting output.
Intel’s increased number of brand posts is linked to the brand’s bump in audience growth. By looking at Intel’s most engaging content for the specific week of 9/7/14-9/13/14, I found out which content was attracting such a crowd.
3 Types of Posts Intel Wins With
Focusing on the Future
Posts about new Intel products and collaborations did very well for Intel during this high-growth time period. This was the most engaging post during the week, announcing Intel’s smart-jewelry collaboration with famed fashion house Opening Ceremony:
While the collection isn’t due to hit Barneys’ shelves until winter and isn’t fully explained on Intel’s site, Intel struck the right chord when it chose to get the buzz started during New York Fashion Week.
Intel Development Forum 2014
IDF 2014 took place from September 9-11, smack dab in the middle of Intel’s high audience growth week. This post placed in Intel’s top 10 most engaging posts for that week:
I would also argue that the forum itself has a lot to do with Intel’s follower growth.
The Inside Scoop
The third post type contributing to Intel’s high amount of growth between September 7 and September 13 had a very VH1: Behind the Scenes vibe, not that they exposed the dirty secrets of washed-up rock stars, but that they promised to show how one of Intel’s heavy-hitting technologies actually works:
Engagement Doesn’t Always Equal Follower Growth
But it can indicate other wins for a brand.
High engagement levels didn’t always correlate to optimal audience growth for Intel during this report period (from August 15-September 15). Intel saw its greatest engagement spike during the week of August 31-September 6:
When I dug deeper into the data, I was able to assign this engagement surge, specifically on Facebook, to two megapopular posts. This post received 26,506 engagements and 2,341 click-throughs:
And this post was the Big Kahuna of Facebook posts for Intel, with 336,510 engagements:
I am speculating, but the success of this post could be attributed to a mixture of hitting Intel audience interest just right and investing in Facebook ads.
What both of these top posts can tell us, however, is that Intel followers respond well to updates and celebrations of new Intel products and features, and that the brand doesn’t necessarily have to dress up its posts if the content is meaty enough for the tech enthusiasts that follow them.
Which Tactics Work for Bulking Up Your Social Audience?
On which channels is follower or fan count most important to you? Knowing that you gained audience share is a wonderful feeling, but if the reasons for your success are elusive, you might be missing out on some serious lesson-learning for replication in the future and attrition avoidance. Where can cross-channel measurement take you?
Let us know in the comments, and for help with cross-channel measurement and more tactical advice, click the button below to download our full guide.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.