2024 - Your Commission at Work

KEY LEARNINGS- UK Overall, this year has been successful for the NCSPC UK channels, with a clear increase in engagements across all platforms. Beginning in April, Liquid has been trialing a new reactive structure for social media content creation on NCSPC UK channels. This new structure allows the team to jump on social media, news, and pop culture trends to maximize results and gain traction on the channels. When comparing the results from April to June (when the reactive content strategy was implemented) to the three months previous, impressions rose by 149% , engagements rose by 265% , and the average engagement rate increased from 1.8% to 2.2% across Facebook, Instagram, and TikTok. This year's increase in engagements, such as likes , comments, and shares, indicates that the quality of posts has improved, reflecting a better understanding of what works for the UK audience. There was a slight decrease in impressions and followers from the previous year due to less budget for paid advertisements than in 2022 and focusing primarily on boosting engagements. Reduced spending on Instagram adverts resulted in reduced results. However, the overall increase in engagements and outstanding organic success of the reactive content shows that content is performing better than ever in resonating with target consumers. To maintain a social following, paid advertising should be part of the strategy, so we will continue to ensure our social ads focus on all our KPIs - follower growth, impressions, and engagements to increase these metrics going forward. It must be noted, that while we had a small dip in follower growth, the increases in engagements demonstrate that the audience is resonating with the content and is responding well to reactive community management and influencer activity. These metrics are key for us in determining the success of the channels compared to follower growth since platforms tend to prioritize content with high engagement.

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