PicMonkey Social Refresh
In 2021, we took a hard look at our Instagram presence and put together a plan to level up awareness and engagement.
KPIs
Brand Awareness
Reach + Impressions
Engagement
Follower Growth
Our approach
With our top-level goals in mind, we pushed our visual representation to be more clear, approachable, inclusive, professional, and bold.
From there, we transformed our feed into a visual portfolio where users could see the power of PicMonkey at a glance.
Our plan of action
We planned features of the day that would have an intro and four supporting posts.
The introductory carousels had a templated structure that could be seen at a glance. The middle slides contained more in-depth explanations.
Each post following would be inspirational tips, tricks, and general usage.
Our social media manager and I would go live to dig deeper into PicMonkey’s capabilities and connect with our users.
From there we learned, experimented, and iterated.
Key results
In our first month, we increased impressions to over 170,000, reached thousands of accounts, increased engagement to .19% (above industry average), and achieved a 72% click-through rate on our link in bio.
We grew to over 43k followers. Then we took a similar approach with Pinterest.
Key results
On Pinterest, we saw impressions increase 4% (5.34M), 3% more saves (16.79k), and outbound clicks up 4% (8.35k).