I’ve had two different “large” projects on both Facebook and Instagram over the last 9 months. With advertising dollars, I’ve sent different demographics to each of them to try to garner more likes, impressions, and eyeballs. The two projects in question are Circuit Board Square and Sadie Cat and Mao.
One is a new number-placement puzzle with daily updates and the other is a children’s book property.
What I’ve learned is that there are a few things that increase the “likeability” of your product and things I’ll take into consideration as I evolve the lower performing one (spoiler: it’s the children’s book property).
Find a way to transcend language. Sadie Cat and Mao are very reliant on the content within its cartoons. The jokes, the stories, the plots, and so on. It only makes sense if you speak English. Circuit Board Square is a number-placement logic puzzle. You just need to understand how sums work, thus the relevance and value to targeting non-English speaking countries can be realized.
The target demographic may not actually have access to Facebook or Instagram. In the case of Sadie Cat and Mao, I created it for my kids (who are under 6). Kids under 6, probably, don’t have Facebook and Instagram. They can barely read. They don’t like, share, or post stuff. My audience doesn’t grow because my social audience are parents of kids and they won’t like, share, or post stuff unless it’s something their kids are bananas about already (e.g. True and the Magic Kingdom, Harry Potter, Pokemon, etc.). And since I’m still at the early stages of getting exposure for Sadie Cat and Mao, it’s a lose-lose situation for me. Circuit Board Square, on the other hand, has a demographic of those who like puzzles already and the type of puzzle speaks directly to the consumer, not a proxy of consumer to another party.
Keep up the daily posts for Circuit Board Square on the three major social networks: Facebook, Instagram, and Twitter. The Later app allows me to schedule posts ahead of time, which makes it really easy for me. With over 2,500 likes in a week, it’s doing pretty well for me.
Rethink how I approach Sadie Cat and Mao content. I have to be able to appeal to an older demographic who has access to Facebook and Instagram, and then keep it up so they continue to like it as they get older. Also try to target another set of folks (parents) so they find out that “oh, there’s kid’s stuff here too” and share it with their kids, who turn into those 13+ year olds with social media accounts later on. This one will be harder to do.