“The most successful brands are the ones who create a lot fantuan data of video content. They get the reps in and make content all the time. It’s a numbers game. So, that’s the approach we took to TikTok.”
Though posting up to five times per week was a stretch for her small team, Colling said it paid off by allowing them to hone their craft and really go for it.
The consistency allowed Cheyanne Rains, Figo’s Social Media Coordinator, to develop her own social media video template to make video creation more efficient. Many of the videos she creates—including their highest performing video—take 15 minutes to develop from start to finish.
Sprout’s data science team analyzed posting frequency across more than 30,000 Sprout customers and found that the industry average is 11 posts per day across all social channels. And on TikTok, providing your audience with fresh and diverse content daily is the best way to crack the algorithm and end up on the coveted #ForYouPage.
Bridgett saw this play out firsthand. “Even as a smaller, younger pet insurance brand, our consistency sets our performance apart from more established competitors.” She says Figo often matches or surpasses its competitors’ views, engagements and share of voice.
A screenshot of Sprout Social's Competitive Analysis dashboard that demonstrates how three competitors compare in share of voice, impressions, engagements and sentiment.
To track those metrics, Cheyanne uses Sprout’s Competitive Analysis Report (see image above) to compare Figo’s results side-by-side with competitors. The findings help Figo reinforce the value of social at their company and pulse-check brand health.