In November 2022, Blue Cross Blue Protect of Michigan (BCBSM) skilled a viral Instagram reel that featured a fall simmer pot.
BCBSM’s Instagram account is devoted to inspiring and serving to Michiganders dwell wholesome, lively existence. Sharing suggestions and sources on health, vitamin, journey and occasions helps this mission. They knew their viewers liked easy meals and kitchen life hacks, so sharing how one can make a simmer pot can be distinctive and align with trending conversations.
It’s possible you’ll surprise, what’s a simmer pot? In brief, it’s a combination of pure components in a pot of heated water. Because the water simmers, the components launch a nice aroma. The thought to characteristic one on social channels got here after BCBSM brainstormed subjects like potpourri. Their Model Journalism staff researched and got here throughout “stovetop potpourri.” AKA — the simmer pot.
Understanding one thing like this might carry out nicely as a short-form video, the thought was shared with BCBSM’s Well being and Wellness Spokesperson, Shanthi Appelö, MS, RD. She developed a combination of fall scents utilizing oranges, cinnamon, cranberries, and rosemary.
Now it was time to seize the footage. Shanthi filmed the reel on an iPhone in a house setting. BCBSM aimed for easy and aesthetically pleasing photographs. Reviewing previous analytics, they recognized video content material with easy photographs (avoiding fancy enhancing and voiceover) with trending audio and pure sounds traditionally carried out nicely. Taylor Swift’s trending audio, “Candy Nothing,” was added to assist increase reputation and visibility. Upon posting, BCBSM recognized hashtags by taking a look at comparable, viral content material. Some hashtags included: #fallsimmerpot #winterrecipes #falldecor #winterdecor #holidaypartyideas.
Posted on Nov. 9, a Wednesday, BCBSM monitored exercise, however didn’t see viral traction till round November 25, the Thanksgiving vacation weekend. Exercise continued into December and by the tip of the 12 months, the reel had 951,124 video views. There was a complete of 55,538 engagements damaged right down to 38,305 reactions, 77 feedback, 3,954 shares and 13,202 saves. Total, the engagement price was 5.84%, far above BCBSM’s common Instagram engagement price of three.54% and superseding the trade common of 0.67%.
Probably the most stunning end result was the variety of followers gained. From the time the Cozy Fall Simmer Pot Reel was printed to the tip of the 12 months, BCBSM noticed 8,956 new followers. Whereas Instagram doesn’t present direct conversion insights on new followers gained from a submit, BCBSM estimated a follower development of 143% primarily based on notifications in the course of the peak efficiency of the reel. On the date when the reel was printed, the follower rely was 6,245. By December thirty first, this had grown to fifteen,187.
It’s price noting that whereas BCBSM captured lighting in a bottle, it was all natural. There was no paid help behind the reel – giving much less energy to the assumption that every one social media is play-to-play nowadays. Whereas it will depend on the objectives of a company or model, natural social has an necessary function. As extra individuals are looking for leisure on social media, it’s more and more necessary to create entertaining content material whereas offering an genuine, personable, and most significantly – relatable expertise.
BCBSM understands this and implements this finest follow into their social media content material. It’s nice to see that when the precise parts come collectively on the proper time, viral natural content material can occur and succeed.
David Murray is the supervisor of social media technique for Blue Cross Blue Protect of Michigan.
