Social Media Engagement

Our CEO Simon Gould talks about what makes a good post, and so how to get the most social media engagement out of it.

Below we’re quoting some examples of successful posts on social media, and especially on Instagram:

1. Egg photo challenge

This egg’s name is Eugene. When Chris Godfrey learned in early January that the record for “likes” on an Instagram post was held by the celebrity and businesswoman Kylie Jenner, he took it as a challenge. He remembers thinking:

“Could something as universal and simple as an egg be great enough to beat that record?”

Just nine days after the thought, that record was cracked. Mr. Godfrey had beaten Ms. Jenner’s post about her infant daughter with a simple picture of an egg. The original egg post now has more than 53 million likes — her post is shy of 19 million — and the egg’s account now has more than 10 million followers. Why an egg? Mr. Godfrey explained:

“An egg has no gender, race or religion. An egg is an egg, it’s universal.”

It is a commercial produced with and aired on the streaming service Hulu, timed to take advantage of the annual Super Bowl ad extravaganza. In it, the egg shares a story about how going viral has affected its mental health.

“The pressure of social media is getting to me,”

the egg discloses in the commercial, after introducing itself.

“If you’re struggling, too, talk to someone.”

The ad then directs viewers to the website for the nonprofit Mental Health America. The creators say that mental health is the first of several causes that the egg — which they and their fans call Eugene — will come to stand for. The Hulu video was touted as a big post-Super Bowl reveal on the egg’s Instagram page last week and many were worried that the egg would crack open to reveal an advertisement for a product or new television show. A great example of social media engagement crossing over into traditional media ie. TV.

2. Ice Bucket Challenge:

When it comes to Social Media Engagement , perhaps the very best of all was the Ice Bucket Challenge. People start doing the infamous Ice Bucket Challenge where they dump cold water over their heads to raise awareness for ALS, also known as Lou Gehrig’s disease. The Ice Bucket challenge that saw celebrities like Justin Bieber and Renee Zellweger dump buckets of cold ice on their heads is being credited with helping find a gene that causes a deadly motor neurone disease. The challenge went viral in winter 2014 when many athletes and celebrities poured ice water over their heads to help raise awareness of amyotrophic lateral sclerosis, better known as Lou Gehrig’s disease or motor neurone disease. The effort raised more than $100 million for the ALS Association, which contributed $1 million to the Project MinE research project. About 300 New Zealanders live with the deadly disease that affects neurons in the brain and spinal cord. Researchers have just announced a medical breakthrough. Thanks to the challenge they have identified a gene found to be one of the most common in people with ALS, the deadly disease that affects neurons in the brain and spinal cord. Selena Gomez and Taylor Swift were amongst celebrity’s to do the challenge, nominating others too. Zellweger used water from a horse drinking trough to ensure every last drop was recycled back into its original source, in support of her close friend Nanci Ryder, a Hollywood publicist who was diagnosed with the disease. President Barack Obama declined the challenge but made a donation, while former president George W Bush was also doused with a bucket of ice. The research, detailed in a paper published this week by Nature Genetics, has found the gene NEK1 to be present in 3 per cent of cases in North America and and Europe. That discovery will help scientists understand the disease and develop new therapies.

3. Charlie bit my finger

Charlie Bit My Finger’ becomes most viewed user generated video of all time

‘Charlie bit my finger – again!’ has been named as the most successful viral video of all time, exceeding half a billion views on YouTube. Since the boy’s father uploaded the video in May 2007 the video, featuring young Charlie biting the finger of older brother Harry, it has been viewed some 500,022,774 times. The video has garnered audience attention worldwide with the US, Mexico, UK, Canada, Germany, Brazil, Australia and most recently, Saudi Arabia all having featured in the top five list of countries generating the most views each year. There have also been 103 views from the Vatican City, and in last place three views from Tokelau, a territory of New Zealand. High speed mobile broadband coupled with the widespread adoption of smartphones and tablets has caused a dramatic shift to video consumption on the go with nearly three-quarters (75.3 per cent) of all views in 2012 coming from these kind of devices, compared with 45.2 per cent in 2011 and 22.4 per cent in 2010. 10 years later.. this is them now. What a story that sticks to your mind even 10 years later. We just wrote a piece about storytelling and how that can be powerful, to learn more about it click here.

4. Canadian company earns one of Instagram’s most-liked posts of all time

Double tap to plant a tree: plant-a-tree-most-liked-instagram-post

“It’s giving people an easier way to do some good in a simple way.”

A Vancouver-based company’s Earth Day photo is becoming one of the most liked pictures of all time on Instagram, thanks to its goal to make the world a greener place. Tentree is a sustainable clothing company that plants 10 trees around the world for every item purchased. On April 22, the company decided to use social media to amplify its tree-planting mission.  The “Double Tap to Plant a Tree” photo was posted on Instagram, Facebook and Twitter with one simple goal. Every 10 likes on the photo would result in the company planting one tree at dedicated planting sites in West Papua, Indonesia.

“If you ask me, my goal was to smash that record of the egg post,” joked Kononuk.

Little did the company know, the post with a picture of a tiny tree would turn into an environmental movement on Instagram. Within 24 hours of posting, the photo had already received enough likes to achieve its 500,000 tree goal. By April 25, the picture had received over 14,340,000 likes. As a result of the overwhelming response, Tentree updated its goal and now says it will plant 1 million trees if the post gets 20 million likes.

5. Bottle flip

Bottle flipping was “created” by Michael Senatore, who is credited with inventing the phenomenon for his high school talent show. Senatore simply tossed a half-full bottle of water into the air and landed it upright on a table. The crowd went wild – and so did America, apparently. So now kids are flipping half empty water bottles onto countertops and tables everywhere – and that annoying thud is driving parents absolutely mad. Social Media Engagement - bottle-flip-kids-challenge POSITIVE BENEFITS OF BOTTLE FLIPPING It’s a way to teach about the importance of reusing objects in smart ways. A stretch? Maybe. But bottle flipping can’t exist without actually repurposing used water bottles for the “sport.” It’s an example of how smart reuse of a product can lead to many different uses. Few times in life can kids be torn away from their phones, computers and TV long enough to be intellectually engaged in an activity that – when it comes down to it – is all about math, statistics and probability. Adults should really flip out about that. Another benefit of bottle flipping is it gets kids to be social. For example, when I attended Buckeye Boys State this past summer, some fellow students there created bottle flipping tournament. A ton of kids packed into a room to participate in the tournament.

6. Bottle cap challenge

It wouldn’t be an American summer without a new viral challenge. Social media has been set ablaze with the new hashtag #BottleCapChallenge, which requires you to side-kick the cap off a plastic bottle of water. To perfect the task, you must place the bottle on a flat surface and fully unscrew the top by doing what’s known as a roundhouse kick in mixed martial arts. The call to action seemingly began within boxing culture and went mainstream after the designer Errolson Hugh and UFC Featherweight Champion Max Holloway challenged singer John Mayer over the weekend. Holloway shared a video late last week where he does a spinning back kick, unscrewing a capped bottle in the process. “Passing this on to our guy John Mayer,” Holloway captioned a tweet. Mayer responded with his own video which was posted online by United Fighting Championship’s official Twitter account. Mayer then challenged actor and film producer Jason Statham who passed the test with flying colours on Monday, posting a slow-motion video of the stunt which received over 10 million views. Thank you for tuning into this blog post covering Social Media Engagement . If you think that we’ve missed something please comment below.