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# Does Posting Memes on Social Assist to Enhance Site visitors to Your Web site? [Study]

Does Posting Memes on Social Assist to Enhance Site visitors to Your Web site? [Study]

Does posting memes assist to extend site visitors to your web site?

This can be a key query, which actually pertains to all types of participating social media posts – as a result of whereas all these trending updates very clearly garner Likes and feedback, do they really profit the stats that actually matter to your online business?

I imply, Likes and followers are nice, however what you want is conversions, relative to what meaning for your online business. For SMT, we’re working to get as many individuals to learn our posts as attainable, and as you’ve probably seen, we’ve just lately been attempting out memes as a approach to increase engagement, and see what that will get us on this respect.

So what have we discovered? Right here’s a fast overview of the preliminary outcomes of our meme experiment.

First, a fast little bit of background…

We’re at all times trying to attempt new issues, and check out the newest traits and processes, and never simply because it would assist us generate extra site visitors and construct neighborhood, but in addition, as a result of that’s what we write about. If we’re going to jot down about it, we have to know and perceive it as a lot as attainable, to be able to make sure that what we’re speaking is right, and is sensible for our viewers.

On this respect, we’re at all times testing new approaches, apps, instruments, and many others.

By way of posting, final yr, we tried out polls on Twitter and LinkedIn, and query posts on Fb, to see if they might assist drive extra engagement. They usually positively did – all these audience-prompting updates garnered a heap of Likes and feedback. However once we cross-checked this in opposition to Google Analytics monitoring, we didn’t see an enormous uptick in periods or customers visiting the positioning.

That’s to not say that these aren’t priceless, however they weren’t shifting the needle in any vital approach on our key metrics. On the similar time, too many polls can get annoying. In our expertise, they’re an attention-grabbing instrument to make use of, sparsely, however not an enormous driver of our final goals.

But, on the similar time, our social site visitors, like all platforms, tends to have ups and downs – and in a down interval this yr, we determined to attempt one thing new to clean up the feed and provides our viewers one thing else to interact with, and possibly lighten the temper a bit of on the similar time.

Enter memes

The inspiration on this occasion got here from SEMRush, who’ve additionally examined out memes as a method to spice up engagement, and construct neighborhood.

SEMRush’s expertise noticed them considerably enhance their social engagement by posting well timed, on-trend, area of interest memes. So we thought we’d give it a attempt, to see if that helps drive extra curiosity in our articles.

Step one, in fact, is creating related, participating memes. Which isn’t at all times straightforward. A lot of our memes by no means made it out of check part, with some clearly failing when considered within the templates.

Some that we’ve posted additionally haven’t related in the best way that we’d hoped.

However that is the sport – in case you’re going to publish memes, you’re going to have hits and duds, and also you simply should stay with it. I think about it’s the identical as a comic, a number of the jokes work, some don’t. However ideally, extra of them get fun than not.

Which, fortunately, our memes have.

On common, the memes that we’ve posted are producing round 135 Likes on Fb, which has helped them generate considerably extra attain than our common publish, whereas they’re additionally performing sturdy on each Twitter and LinkedIn.

They usually’re enjoyable. The way in which I view them is just like the comedian part of the normal newspaper, a light-hearted second between the information updates and informational parts.

The elevated engagement clearly has some advantages in boosting algorithmic attain (if folks have interaction with one among your posts, the algorithm is extra prone to present them extra), in addition to constructing neighborhood across the SMT model. However the important thing query is – ‘do they really get extra folks clicking by way of to the positioning?’


In our case, when evaluating our total social media efficiency in opposition to the earlier 3 months earlier than we began posting memes, we’ve seen a 12% enhance in periods from social, and a 16% enhance in customers.

That’s not an enormous shift, however once you’re working with the ebbs and flows of referral site visitors, in addition to adjustments in analytics resulting from shifting knowledge laws, any enhance is optimistic, and a double-digit soar is unquestionably well worth the effort.

That is solely round a month of information, so it’s not definitive, and there are additionally different components to think about that would affect the outcomes. However the numbers, to date, counsel that it’s value sticking with – and as famous, it’s enjoyable too, including a bit of extra relatability to our presence, as opposed simply the newest information.

A number of different notes:

  • Some commenters are going to take your memes actually, regardless of it’s that you just publish. There’ll at all times be a few feedback like ‘effectively, truly, the fact is that…’ Sure. We all know. These are usually not meant to be literal, they’re a second of light-heartedness in amongst our common, advertising strategy-focused information updates.
  • We’ve discovered that extra normal memes work higher than trending ones. A few memes the place we’ve tried to faucet into information occasions, just like the adjustments to Twitter verification, haven’t accomplished in addition to jokes about extra frequent social media advertising experiences. This additionally, in fact, pertains to the memes themselves, and whether or not they’re truly humorous, however in a number of examples, trending subjects haven’t been as massive a success.
  • Each meme is a little bit of a danger. You’re looking for commonalities along with your viewers, and a few issues that you just may suppose are frequent won’t resonate. You must know your area of interest, and know your neighborhood, which takes some experimentation – and quite a lot of analysis (I’ve been writing about social media traits for eight years)
  • One man on LinkedIn retains saying that he’s envious that we’re in a position to get these memes authorised by administration. For people who don’t know, SMT is an editorial group of two (2) folks. Approval, on this sense, isn’t precisely a barrier.
  • Does it take a very long time to give you them? Not likely. We normally do them in batches or round 10 at a time, then schedule them out on totally different days/occasions throughout FB, Twitter and LinkedIn. We are able to make 10 or so in, possibly, a few hours, as soon as each week and a half or so. Not a serious dedication.
  • We’re at the moment scheduling round one meme a day on every platform, once more, taking that newspaper comedian strategy. Perhaps we miss a day right here and there, however that’s the final intention, as one thing to maintain that engagement flowing, and maintain the leisure worth up.

Look, it’s not essentially a stroll within the park to maintain arising with humorous memes – and it could be that we run out of concepts at some stage and instantly it turns into much more tough. It’s additionally not for everybody. Arising with a (comparatively) intelligent joke that matches a meme template doesn’t at all times come straightforward, and there are days once you simply don’t have it, regardless of how arduous you stare on the display.

However for a minor time dedication, it does appear, a minimum of at this stage, like this can be a great way to assist have interaction your viewers, which might additionally drive direct site visitors advantages.

We’ll publish one other overview of our meme expertise three months in.

Andrew Hutchinson
Content material and Social Media Supervisor


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