2024 - Your Commission at Work

Social Media KEY LEARNINGS- Germany

In terms of impressions, we have surpassed our target of a year-on-year increase of 25% , which is due to the combination of jumping on relevant trends and running paid ads to reach new audiences on the channels. The Commission’s social media budget was prioritized on translating the social copy to ensure its accuracy for the platforms. This investment in translation meant we were unable to implement social ads from July 2023 to February 2024. Without paid advertising, it is increasingly difficult to maintain and grow a following on social media. We saw a decrease in followers due to the absence of paid ads from July 2023 to February 2024. But since being able to focus the budget on social ads, we have seen the follower growth increase since March 2024. T o maintain a social following, paid advertising must be part of the strategy. Similarly, we experienced a dip in engagement from September to November 2023 while no ads were running, compared to the year before. However, due to the Christmas content that we posted in December that resonated with the audience, this picked up. It increased again in February once we started sharing more video content and since March when the paid strategy was implemented, engagements have been increasing by over 25% each month when comparing the stats to the previous year.

Seasonal & Informative Content is Key for Facebook

As shown by the top-performing organic posts and paid posts on Facebook, sharing seasonal and informative content is the type of content that resonates the most with this audience - this could be due to a lack of knowledge on sweetpotatoes in this market. To continue educating this audience on the sweetpotato's versatility and health benefits, we will continue to ensure the evergreen messages from the Commission are weaved into the social captions and content. What does Instagram want? Reels! For both organic and paid, video content is proven to work the best on the German Instagram channel. It's no wonder considering 91% of adult Instagram users indulge in video content every week - making Reels a prime destination for creativity and entertainment. The two top-performing videos were a trending pizza video for organic and a hack video for paid. These results go to show that our strategy of jumping on trending recipes to maximise reach and educating the audience on easy ways to cook sweetpotatoes is key to our strategy going forward.

28