Case Study:

Maximizing the Reach of Social Media Studies

The Task.

Metricool is a leading social media management tool that provides detailed analytics and reports on performance across various social media platforms. A central element of Metricool's content strategy is their annual social media studies, which are based on the analysis of millions of accounts and posts. These studies offer valuable insights into current trends, user behavior, and platform-specific dynamics. The challenge for Metricool was not only to create these data-rich studies, but also to effectively communicate their findings to the relevant target audience – marketing experts, social media managers, agencies, and companies – and to be perceived as a thought leader in the field of social media analytics. The goal was to distribute the studies beyond their own platform into marketing and trade media in order to achieve maximum visibility and credibility and to underscore Metricool's expertise.

The Solution.

EPOS developed for Metricool a tailored communication strategy, aimed at positioning the social media studies as an indispensable source of information for the industry. The focus was on transforming complex data into understandable and media-effective messages that are relevant for both trade journalists and the broader marketing community. The strategy included the following core areas:

Proactive media relations and exclusive placements

Before the publication of each new social media study, the key findings and “Breaking News” aspects were identified. These were specifically pitched to relevant marketing and trade media in Germany, often with the possibility of exclusive interviews or early access to the study results. Press releases communicated not only the raw numbers but also the implications of the trends for the daily work of marketers. The focus was on establishing the studies as a “Must-Read” for anyone working in social media marketing. This also included collaboration with influencers and industry experts who picked up and commented on the study results in their own channels to organically increase reach.

Thought Leadership through expert positioning

Metricool's experts were actively offered as interview partners and guest authors to interpret the study results and provide deeper insights. This strengthened Metricool's position as a thought leader and increased the credibility of the studies. The communication focused not only on the "what" (the data), but also on the "why" (the causes of the trends) and the "how" (practical recommendations for action for marketers). Regular webinars and online events, in which the study results were presented and discussed, also contributed to expert positioning and offered a platform for direct exchange with the target group.

The results.

EPOS's strategic communication work led to a significant increase in media presence and the perception of Metricool as a leading source for social media insights in Germany. The studies were regularly cited and discussed in renowned marketing and trade media (e.g., Meedia.de). This led to increased organic reach, strengthened brand awareness, and an increase in user numbers for the Metricool tool. The case study shows how data-based products can be successfully positioned in the market through targeted PR and an intelligent content strategy, and established as an indispensable resource for the target audience. The ability to package complex analyses into relevant and understandable stories was crucial to the success and lasting impact of the Metricool social media studies in the German media landscape.

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