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Identified optimal content formats and ideal posting times based on both data sources
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Verified that self-reported behaviours were consistent with actual social media engagement
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Validated branded hashtags as being more effective than generic tags in driving recall and engagement
CLIENT CHALLENGES
- A personal-care brand engaged us to validate findings from a customer survey with actual social media behaviour
- Key business questions involved the following:
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Do self-reported behaviours in surveys reflect actual social media engagement patterns?
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Which content formats and posting times perform best across social channels?
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How can we optimise discovery, recall and engagement strategies based on real-world usage?
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OUR APPROACH
- Step 1: Data collection and integration
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Over a four-month period, engagement, reach and follower metrics were tracked across key social platforms
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Used third-party tools and native analytics to gather the following:
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Subscriber growth trends
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Post-level engagement by format (reels, images, stories, carousals)
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Hashtag performance metrics
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Audience activity by day and time
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Compared this with a structured survey of 1,000 users on browsing habits, content preferences and brand recall
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- Step 2: Survey vs behavioural comparison
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Survey results provided insights on the following:
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Content consumption habits (format and timing)
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Discovery and recall channel
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Engagement preferences
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Cross-referenced with actual behavioural metrics to identify overlaps and mismatches.
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IMPACT DELIVERED
- Align survey design with overserved social media behaviour
- Optimise content strategy by prioritising reels/video formats
- Target peak posting times to maximise engagement ROI
- Build stronger campaign outcomes using memorable branded hashtags
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