We believe your goal on social media is to get people off social media.
In the first article of this two-part series, we talked about “E-brakes”—single posts that make people stop scrolling and click onto one of your properties.
In Part 2, we’ll talk about how to use “daisy chains” as part of a long-term strategy to get people off social media.
One Good Thing Leads to Another on Social Media
Daisy chains are tied to your brand as a whole and a regular stream of content that eventually leads off social media and onto your website.
Consider a social-media video posted by a tire shop. The video doesn’t talk about a specific sale, slippery weather or even a product. It features an annoyed person seeing the tire-pressure warning light day after day on the dashboard despite repeated filling of the tire. The message: “Irritated every second day? Slow leaks are annoying but usually cheap to fix. We can repair them in less than an hour.”
Here’s the first link in the chain: “Check out our Instagram story/Facebook page for all the things we’ve pulled out of tires for about $30.”
If the post is creative, a person might be motivated to see the various objects the shop has found in leaky tires. At the very least, the tire shop has succeeded in engaging someone, who will perhaps recall the tire shop when the dashboard light clicks on. At best, that person will check out the business’ other content and eventually find something that leads off social media and onto a website—maybe the tire shop also does oil changes, for example, and the viewer needs one.
Another example, with more links in the chain: A hairstylist posts a picture of a stunning up-do with this caption: “Check my Instagram story for 8 more spectacular styles for formals!” Then the last photo in the Instagram story says: “Visit my profile to see the hottest hair colors for the season.” In the profile, various posts showcase trendy hair colors, and each contains a call to action: “Visit my website gallery for more,” “Message me to book an appointment,” and so on. They’re all part of the chain.
You can see how the right person would start following the links and might even get off social media and onto a website. Everything leads somewhere, and each link builds brand recognition and establishes expertise along the way.
The best part: you can use metrics available to business accounts to see if posts had the desired effect. Did clients view the photos associated with the post on Facebook? Did the Instagram post generate a profile visit or a website click? All of that data can be used to help you create yet more links in your chain.
Do This Today
Here’s something you can do today: Review the KylieCosmetics account on Instagram. It has almost 20 million followers for a reason. Go through 20-30 posts and look for daisy chains. You’ll see mountains of them: posts that lead to Instagram stories, posts that have “tap to shop” options, posts that throw to the website, posts that throw to other influencers who throw back to KylieCosmetics.
Not into cosmetics? Check out NatGeo on Instagram. Again, review 20-30 posts and see how the account is intertwined with other accounts. Almost every post leads to something else.
After your review, think about natural links that can be created with your content. Can a great picture lead someone to a great video? Can a Pinterest post lead to a photo gallery? Can a tweet lead to a blog?
Make sure your next social-media post gives people something to do.
But before you do that, check out our next lesson in daisy chains: