When you know what’s not working you can stop wasting time with weak strategies and double down on proven success. You can learn best practice from big brands because they have tested lots of content within their large followings and extended reach. If you’re a sporting, wellness or lifestyle brand, then Wilson’s insights are for you.

I’m Amanda, a creative strategist with an 8-year apparel background and 4 years in E-commerce. Here’s how to turn your social media top – low post comparison into your content strategy.

First off, what’s not working with Wilson?

I dug in deeper into Wilson’s Instagram strategy and used Creatrix to run a reverse audit to see which posts performed the lowest from Jan 1, 2023 to June 4, 2024.

(Click here to see what worked best.)

The least engaged posts were almost all videos about basketball and football, which differs from the top posts that were of tennis. The lowest posts featured active men whereas the top posts featured still women. The posts that did not work were visually busy (color, movement, action-packed) and chaotic versus the still and calm posed images that worked best.

Wilson’s audience loves the minimalistic and focused shots which only proves further that they should continue with this creative styling.

These are my top takeaways from comparing the top and the lowest posts on Wilson’s Instagram account.

From Video to Image

From Busy to Still

From Basketball and Football to Tennis

From Men to Women

Then I got Creatrix to generate a post comparison which identifies how the top and low performing posts contrast each other and recommendations for future improvements based on these findings.

Wilson’s Top to Lowest Post Contrasts:

  • The top-performing post emphasizes the uniqueness and special features of the product, while the low-performing post focuses on general statistics and company presence.
  • The top-performing post uses hashtags and mentions specific brands and events, while the low-performing post does not use any hashtags.
  • The top-performing post has a more interactive and engaging tone, while the low-performing post has a more informative and factual tone.

Recommendations:
Based on the comparison, it is clear that posts that are more visually engaging, include a call to action or question to spark engagement, and utilize hashtags and mentions for better visibility tend to perform better on social media. Therefore, the low-performing post could benefit from incorporating these elements into their future posts to improve engagement and reach with their audience. Additionally, focusing on the unique features and benefits of the product in a creative and visually appealing way can also help improve performance on social media platforms.

Next Steps

Running an inverted audit on your brand’s top and lowest posts confirms the top post audit strategy and picks up on any contradictions. In Wilson’s case, this was a clear case that less is more and they should stick to what works, as suggested in Wilson’s Social Media Secrets Revealed.

If you’d like to book a Social Styling Strategy with me, reach out.

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