How social media can make or break your equity crowdfunding campaign

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Think of your target investor pool as just that - a target. On the outer circle you’ll find the serious or even professional investors who’ve put their hands in their pockets to become shareholders in your company.

The middle circle is likely to consist of friends of friends, word-of-mouth connections, business acquaintances, and existing followers of your brand. 

The inner circle will look the most familiar. Here you’ll find friends, family, team members, and any members of your social network willing to spread the word. The inner circles are what got you to those high-level investors. They’re where social media marketing plants the seed of your campaign, enabling it to grow outwards across previously uncharted social territory.

Where, when, what, how much, and how often you post should be established in your social media marketing plan. This should be aligned with a concrete, trackable goal based on exactly what you’re hoping to achieve. This could be something like hitting 10k followers, increasing engagement by 20% amongst existing followers, or making 50 new investor connections via specific platforms.

When should I post?

As a general rule, social media consumers (read: most of the world’s population) are most active between 8 and 9 in the morning, and 2 and 3 in the afternoon. You can either lock in these times daily for social media drives, or schedule posts to be automatically posted within these windows. Facebook has its own content management tool that allows you post, manage, and measure content across all your Facebook Pages and Instagram accounts. If you are managing multiple platforms at the same time, you might want to consider setting up an account with a social media scheduling tool such as Buffer which allows you to schedule content across 25 social channels.

Use this as a guide, but take note of the metrics. You might find that you get more engagement at varying times of the day depending on your unique audience. 

What should I post about?

For those lesser-versed in the world of social media, it can be hard to know what’s worthy of posting and what’s just feed filler. Post too much (or too irrelevantly) and you risk a mass unfollowing. Post too little and you won’t drive engagement. Here are a few things your audience will definitely want to know about:

  1. Announcements and launches: It may be stating the obvious, but official announcements, launch date and closing date posts should be replicated from emails across all social media accounts. 
  2. Milestones: An excellent way to boost both excitement and credibility is announcing those progress points; this shows thanks to your existing investors and reinforces your success to those still deliberating. Seeing others investing is a potent influence. Keep it to significant milestones like 50% and 75% to avoid spamming.
  3. Company updates: A company who pumps social media marketing through their campaign and then goes quiet once the investment has been won is a company that won’t be popular with their shareholders. Use your social media channels to keep your investors updated post-campaign. New people, new accounts, new product launches - they’ll want to know.

How much should I post?

An excellent way to gauge how long your posts should be for each social media channel is to use the character counts as a rough guide. Twitter is built for short, snappy announcements with its 280 characters limit. With LinkedIn, it’s 700. Instagram gives you more to play with, allowing 2,200 characters (remember - this includes spaces). 

Facebook gives you an absolutely whopping 63,206. But just because you could post an entire thesis on your company background, doesn’t mean you should. Crucially, depending on the format and OS your audience is using, Facebook cuts off your text with a ‘...’ after around 125 characters. Readers will need to click ‘See More’ to expand. Fine for those already engaged, but a potential loss point for scrollers that are unfamiliar with your company. Facebook is great for telling a longer brand story, but make those first 125 characters count. 

Where should I post?

Your target demographics and market research will guide you on which of the many social media channels to employ. But here are some plus and minus points of the big 5 to consider: 

Facebook: Great for those with a strong personal or local following. Huge capacity for brand and offer storytelling. Limited potential for new business connections.

Twitter: In many ways the polar opposite of the above. Excellent corporate readership base, a respected and efficient way to make connections in this arena. Well-suited for announcements and updates. The downside? Difficult to be expressive or personable. Counter with links to more informative channels or blog posts.

LinkedIn: LinkedIn is - exactly as it was intended - a great middle ground between Facebook and Twitter. It’s an established business tool with no stigma about following or connecting with total strangers as long as they are relevant to your industry. It’s also quite personable, a good place to merge corporate subjects, news, or updates with storytelling and a human touch.

Instagram: Instagram is incredibly easy to use, visually engaging with some space for text and personability, and ideal for physical products which are particularly attractive, lifestyle based, or influencer-friendly. It’s downside is that the user base is largely young and not so business-skewed. A good tool for raising brand awareness, but you may not find your core investors here.

TikTok: TikTok is the most recent social to get the world abuzz. The vibrant Gen Z community, vast global user base, and recent Trump controversy have skyrocketed the app to notoriety. It’s the place to go if you’re trying to go viral. Its video-only format and very young user base may suit a niche type of equity crowdfunding campaign. Perhaps better suited as a B2C or D2C marketing tool.

It’s safe to say the variety, nuance, and complexity involved in social media marketing can be overwhelming, especially if it’s your first rodeo. As each platform has risen to popularity, experts have risen alongside them to harness their magic and devise unique toolkits from their features and functions. If you need a comprehensive, cohesive, well-oiled social media campaign tailored to your unique needs and game plan, talk to us to find out how we can help you here.

James Brannan

Director of Operations at STAX

All views, investment or financial opinions expressed are those of the author and do not necessarily reflect the official policy or position of STAX. The information contained in this post is not investment advice or a recommendation to buy or sell any specific security.

Information is currency.
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