Imagine coming up with a great and cool idea for a campaign, how would you know if another brand has already used the same idea to do a similar campaign before? Well, we all know the search feature of social media is somehow useless.
So, the only solution is social media search engines. In this article, we will let you know more about social media search engines and show you how it may make your job a lot easier.
What is a social media search engine?
The social media search engine works just like normal search engines. The only difference is that it’s not searching into the whole world web, it searches only on social media content. When you type in a phrase or a term, it gives you all social media posts that include it.
There are several types of social media search engines. Some of them help you find people across various websites, like Pipl, and this helps you in the outreach efforts. Other engines show you tweets, posts, and blog posts that include the word you’re searching about, and hashtags are also included.
Clearly, this is an excellent way to do research on a large scale. However, it may be difficult for some social media marketers to examine all these search results. There will be posts published by brands and people including social media. You can’t limit normal search engines on brands in your work industry, or even only brands.
Have you met ‘Discover’?
Benchmark makes Discover accessible to you, it is a social media search engine that is very special. Marketers are using it every day to get their creativity flowing.
Here is a list of features that will help you find your inspiration, explore whitespaces, and find concept evidence for your brand’s content.
- The results of your search come from Benchmark is stored branded content. You may search in more than 1 billion pieces of content published by more than 100K major brands.
- These search results contain posts from Instagram, Twitter, and Facebook.
- You may decrease to the region or industry most relevant to you.
- Discover makes you divide the results based on reach, engagements, audience size, or even chronologically.
- Determine the brands that have published content about a specific topic. You may also look at all the posts a brand has posted about a keyword.
- Find ideas of content by looking for branded social content based on dominant objects and/or colors used in pictures and analyze their performance. You may also filter your results more based on geography and industry.
- Figure out what is trending in any geography and industry. Discover popular hashtags, topics, and posts with dominant objects and colors used.
- Most significantly, Discover also warns you about content creation chances that are coming up in the industry.
- It’s established to ease cooperative content creation. You can save posts to an extend and share it with your team members.
How does this help me do my job?
This is a good question.
approaches driven by data are major in social media marketing. Marketers are totally aware of that. For this reason, they assert monitoring and measuring every element of what they post on social media.
Based on this historical information, such as reach, and engagement, marketers may narrow down the plans that work for them. Discover makes you able to channel insights to your content efforts too.
Discover content opportunities
In the fast pace of social media space, you will have to work in the culture’s space. Based on your content plan on your data only would not be enough. You have to be on the lookout for content chances that are well-known in your industry.
For example, if you’re a North American automobile brand, here is the list of the next conversation chances Discovers reveal to you.
You can find the trending topics fast as well as the next holidays and events. In this way, you may be sure that you never miss any chance on these chances opportunities.
Engineer content strategy
Therefore, as we discussed before, Discover indicates what brands are about. However, how can you utilize data to make attractive content?
The answer is yes.
Content and keyword research
First off, Discover shows you what brands have published before about a specific topic. You may look at any period of time you want, dating earlier as 2012. You also can sort them as per their engagement markers such as shares and likes.
Besides these results, Discover provides you a list of brands that have published the most about the topic. You can choose a specific brand to see all the relatable content they have posted. This is an amazing way to get deeper insights into the plans of an aspirational brand or a peer.
You have to say the right things at the right time to get social media engagement. For example, if you began talking about Pokémon Go now, no one will care.
Before you begin the work on a piece of content about a specific topic, do a fast search on Discover. You can see the number of posts easily that have been posted about it through the period of time you assign. The content’s volume as to how engaging these have been a great indicator of whether you have to go ahead with the topic.
Furthermore, you will see the list of brands that have joined in these conversations and the number of posts they have posted about it. From this, you can do an estimation of how relevant the topic is to your region and industry.
Check for concept evidence
Also, the feature can be used to know the concept’s proof. You can check how practical a content idea you had is. You can investigate if it’s already been done, and if that happened, how effective they were.
With an obvious of what has been done and what scored engagement, you may create something distinguished.
Explore white spaces
With the popularity of social media, conversations are getting packed. Brands see it hard to state something new and stand out.
Enter, white space analysis.
White space analysis includes determining conversation gaps in the industry that may attract your audience. For example, No Shave November is not a holiday you will help with automobile brands. However, check out how Jeep had an amazing engagement talking about this.
Everything looks better with a moustache – especially your Jeep® vehicle. Want to get one of your own? Check out our…
Jeep’s decision to chime in about No Shave November shows that they know their target audience. If a particular holiday is popular among your target audience, it makes sense to get some visibility in conversations around that.
Collect, collaborate and create
You can use boards like Pinterest to place all your ideas in a place that will gather them to collaborate with your team members. When you have discovered a piece of branded content you need to establish on or seek inspiration from, include it to a board.
These Boards would be shared with your team members, who can include in posts themselves. You can discuss and decide how to go about creating your upcoming piece of content collaboratively. This is a useful way for you and your team members who can work from homes or remotely in general.
Eventually, Discover is the best solution for all marketers who has ever wished for a Google for branded content. Utilizing this social media search engine, they may establish attractive content by the data.