CLiKD App - Instagram Strategy
Having joined CLiKD dating app at the beginning of June 2019, I took on a full range of digital marketing responsibilities ranging from Facebook Targeting to Writing & optimizing blog posts for SEO.
Today though, I want to talk about my solutions for the app's Instagram strategy. CLiKD already had an account set up, but was poorly managed and passed around between interns. Thus, no coherence, sense of identity, and style. As a matter of fact, the Instagram page was not considered a valuable traffic generator, however, the company had a big speed-dating event coming up.
Some influencers were invited and it would be foolish to miss a chance of them mentioning CLiKD's page on their Stories and generating traffic. To hit this goal, however, the page had to be taken care of prior to the event.
I did a competitive analysis and researched what other dating apps were using their Insta for and what were the general trends. As a matter of fact, dating giants like Tinder did not have such a populated account. They kept it stylish (using the company's colors), fun for their TA, and at times informative.
Well, then, I got an ambition to create an Insta Dating App account that people are actually gonna read and engage with, so we could obtain some extra free traffic and conversions, and gain a connection with popular bloggers.
The decision was made to delete all previous posts and start the page from scratch!
The next step was to define clear themes for our Instablog, which would be the pillars, on which we build our content. These were:
- A shortened version of our Blog articles/or quick relationship advice
- Dating stories from our readers
- Examples of personality questions from our app
- News and Features
Since we did not have an allocated content manager, the optimal scheduling was 1 post every other day + 1-2 stories a day. Then, we had to decide on the visuals. We did not have much of our own visual content, so we had to stick with stock images. But, important advice to take when you are using stock images - brand them and make them yours! Together with the graphic designer, we produced a few templates which fitted with the company's brand identity and voila!
The page was ready for influencer's mentions and could definitely convert traffic into the following!
Here is an example of a post:
I was and still am proud of the job I did here, as it was my first major solo project that I managed and executed from start to finish. It included competitive research, defining TA, brainstorming themes and hashtags, writing content-plans, finding visuals and managing the community.
I managed the account up until midAugust 2019, when I left the company and the following when I left was already in 2000s without any special marketing or promotional efforts!