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The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices

The Power of Social Media Polls for Marketing

The Power of Social Media Polls for Marketing Let’s take a trip down memory lane, all the way back to 2007. The world was a different place. Rihanna’s “Umbrella” (ella, ella) dominated the Billboard Charts. Scorsese’s masterpiece The Departed won Best Picture. Facebook was only a year removed from opening its membership to the general public, and Twitter was a fledgling startup, still looking to gain traction. But even then, online polls were already emerging as an intriguing tool for digital marketers. On this blog, TopRank Marketing CEO Lee Odden penned a post about the relatively nascent tactic, which could be utilized through a modest WordPress plugin. “If you want to know what your users are thinking,” Lee wrote. “Just ask them.” It’s a simple premise, and one that hasn’t changed over the past decade, although the tools at our disposal have evolved considerably. Today, audience polls are integrated features on most major social media networks. As marketers seek new ways to drive engagement and gather data, the allure of social media polls is obvious. Let’s take a look at how polls work on each platform, what kind of value they can provide, and how to get the most out of them.

The Polling Details

Twitter Polls

Users on Twitter could informally run polls in the platform’s early days — by manually tracking responses, hashtags, or retweets — but the official Twitter polls feature was launched in 2015. This made it easy to create sleek, interactive, customized polls with two (and later up to four) options. Lee frequently runs polls like this one on Twitter to gauge the opinions of his followers on various subjects:

What Makes Twitter Polls Engaging Staying in line with the overall appeal of Twitter, polls are extremely easy to participate in — one quick click of the mouse or tap of the mobile screen. How to Get Twitter Polls Right Knowing that the platform is built around quick-scrolling and bite-sized content, you’ll want to to ensure these polls are light on text, and eye-catching. Maybe include a couple of emojis, like HootSuite does here:

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In 2017, Instagram rolled out its own polling convention, which became a part of its Stories feature. Instagram polls are added in the form of interactive stickers with two options that you can drag-and-drop on visual content you’ve created. As is the nature of the platform, polls will usually pertain to the content of the post in question. (“Which color shirt do you like better?” or – in the example below via the company’s official announcement post – “Which donut should I eat?”) Example of Instagram Stories Poll (*Extremely Homer Simpson voice* Mmm, donuts…) What Makes Instagram Polls Engaging This is an excellent avenue for quickly gathering feedback around something people can see right in front of them. And you’ll have many options for making them stand out aesthetically. How to Get Instagram Polls Right If you have a sizable and engaged Instagram following, you could enlist your audience to help guide a decision (a la M&Ms). Customers might be more attached to what you’re doing if they feel like they played even a small part in directing it. You may also try using polls for more general topics or market research – Instagram does have an enormous and active user base, after all – but the way it’s set up doesn’t lend itself to such applications as well as the other platforms mentioned here.

Facebook Polls

Very shortly after polls were introduced for Instagram last year, parent company Facebook released its own version for members and page administrators. Like Instagram, it only offers two response fields (presently), but does have some nice features like the ability to include images and gifs. Businesses might consider trying out more robust third-party apps Polls for Pages. Example of Facebook Polls What Makes Facebook Polls Engaging Driving engagement on Facebook, as a publisher, has become very challenging. You likely know this already. Polls can be helpful in this regard. A study by BuzzSumo found that questions rank as the most engaging types of posts on Facebook. Partially because of this, Neil Patel has argued that “a well-designed Facebook poll is one of the most powerful Facebook marketing tools today’s social media marketers have available to them.” How to Get Facebook Polls Right You’re competing with content from friends and family members in highly personalized feeds, so you’ll want a poll that stands out and bears considerable relevance to your audience. Take advantage of the ability to use images or moving graphics for voting options. While polls can be more impactful than a standard text-based update, your organic reach will still be somewhat limited by Facebook’s suppressive algorithm unless you really catch some viral traction or pay to boost the post.

What About Other Platforms?

As of now, these are the only three social networks with built-in polls. LinkedIn used to have a Group polls feature, but retired it in 2014 (much to the chagrin of B2B marketers). Snapchat and Pinterest have never offered polls.

Best Practices for Social Media Polls

In the sections above we mentioned some distinctions and pointers specific to each platform. But at a higher level, here are a few recommendations for marketers looking to use social media polls.

#1 – Pique Your Audience’s Interest

One thing I really like about the poll features on Twitter, Facebook, and Instagram is the immediate incentive factor for participants. Voting on a poll allows you to instantly see real-time results. I know there have been plenty of times where I’ve come across one on my feed and clicked because I was very curious to see what the general consensus was. Keep this irresistibility factor in mind as you create poll questions and response options.

#2 – Use Polls as a Springboard for Content

Let’s be honest: this isn’t exactly a scientific survey method, and the data obtained through social media polls isn’t going to be substantial enough to draw serious conclusions. However, you can still leverage the results in interesting ways. In May, Search Engine Journal ran the following Twitter poll:


Then, they used the results (and responses) for an article on the topic. It was, transparently, just a sampling of feedback from random followers, but still made for a good read. Using the poll question as the post title also happens to be a savvy SEO move in this case, since it’s exactly the query a business owner might type into Google. You can also simply poll your audience to ask earnestly what kind of content they want from you, as Slack* did here:

#3 – Choose a Fitting Platform for Each Poll

Each platform has its own strengths and weaknesses. Make sure your polls align with them. Instagram and Facebook will only work for A/B type questions, which can be limiting. Twitter provides more of a multi-choice format but you can’t incorporate images or video into the voting options. And of course, each channel has its own distinct audience profile.   

#4 – Think Strategically

In many cases, the objective for a running a poll will simply be to attract attention and boost engagement. Nothing wrong with that. But you can also think bigger and tie it to other goals. For example, you could run a Facebook poll with a trivia question, prompting voters to visit your website and find the answer. Think big and, when possible, tie your poll to a larger strategy.

#5 – Follow Up on Results

Granted, it doesn’t take a ton of effort to vote in a social media poll, but users are still taking an action and you should make it worth their while in some way. One method is to create content around the tabulations, as mentioned earlier. But even following up with later posts remarking on the results, or inviting further thoughts, will show that it you’re not just tossing out throwaway questions for the heck of it. It will signal that you’re genuinely engaged with what your audience has to say and that you want to hear more.

What’s Your Poll Position?

Now that you know a little more about social media polls and how they work on each platform, where do you stand? Love ‘em? Hate ‘em? Let us know below (and, hey, we’d love it if you gave us a follow on Twitter while you’re at it).

Interested in finding other ways to increase your social media reach and engagement? Check out these recent posts from our blog:

The post The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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