Case Study:

Maximizing the reach of social media studies

The task.

Metricool is a leading social media management tool that provides detailed analyses and reports on performance on various social media platforms. A key element of Metricool's content strategy is its annual social media studies, which are based on the analysis of millions of accounts and posts. These studies provide 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 to effectively communicate their findings to the relevant target group - marketers, social media managers, agencies and companies - and to be recognized as a thought leader in social media analytics. The aim was to disseminate the studies beyond the company's own platform in marketing and trade media in order to achieve maximum visibility and credibility and to underpin Metricool's expertise.

The solution.

EPOS developed a customized communication strategy for Metricool that aimed to position 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 to both specialist journalists and the wider marketing community. The strategy covered the following core areas:

Proactive media relations and exclusive placements

Before the publication of each new social media study, the most important findings and "breaking news" aspects were identified. These were specifically communicated to relevant marketing and trade media in Germany, often with the possibility of exclusive interviews or advance access to the study results. Press releases not only communicated the pure figures, 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 working with influencers and industry experts who took up and commented on the study results in their own channels in order to increase the reach organically.

Thought leadership through expert positioning

Metricool's experts were actively offered as interview partners and guest authors to interpret the study results and provide in-depth insights. This strengthened Metricool's position as a thought leader and increased the credibility of the studies. 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 marketers). Regular webinars and online events, in which the study results were presented and discussed, also contributed to expert positioning and provided a platform for direct exchange with the target group.

The results.

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

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