Cross Social Platform Conversion Funnels – Anticipating social media conversion funnels of the future

17 Rebecca D'Cunha

 

As an increasing amount of people are using mobile devices it is not surprising to hear that 9 out of 10 teens are now using some form of social media platform to interact and share content with their friends.

That is a very large number of social users that in a few short years could become a demographic that your business will want to target for unique acquisitions. However, with the growing popularity of social media platforms a number are starting to acquire and utilise different user bases in order to increase conversions.

So how could this affect conversions via social media in the near future? Here we explain…

Facebook and Instagram Direct Response Funnel

The thing to keep in mind is the fact that most social media users are usually subscribed to more than one social platform with little exception. This is important to know especially as there have been numerous instances of social media brands acquiring each other recently, which ultimately enables brands to have targeted cross-platform ads.

One example is the test Instagram is currently conducting with Mercedes-Benz that allows the car brand to effectively target Facebook users who previously saw one of its Instagram ads. Currently Mercedes-Benz is split testing the performance of image types between the two platforms.

The opportunity once this is rolled out to the masses is vast, which is why here at Gravytrain we are already building multi-platform conversion funnels for our clients through social media. Our aim is to build brand awareness through one channel (for example Instagram) and then use another channel such as Facebook for direct response marketing.

We already work with a number of clients whose Facebook fans fall into the 18-24 year old category (for some this demographic makes up around 27% of their total fans), which we have given more creative exposure by including Instagram in our conversion funnel.

When it comes to the 18-24 year old demographic, 21% claim that Instagram is their favourite social media platform, which is why it is not surprising that year on year the adoption rate is increasing by 5%. Meanwhile, sign ups to Facebook have decreased by 9% YOY.

What about including Twitter?

When it comes to conversion funnels, things are a little bit more difficult for Twitter as they only have one product. With no other social media platform with a large and expanding user base to branch out to, Twitter is essentially having to incorporate a whole lead funnel with a single ad unit (Twitter Cards).

Therefore, Twitter has it all to do while Facebook can over time let all brand awareness campaigns include Instagram at the primary stage of the conversion funnel.