The Power of Relevancy and a Small Boost to Go Viral with an Organic Post
This week the European Athletics Championships 2016 are taking over Amsterdam. And… not only the Championships, but Dutch sprinter Churandy Martina did this also! He won gold at the 100m final!
Eurosport Netherlands shared the winning run of Martina on their Facebook page directly after the final with a video post and reached a lot of people, organically. To grow the reach of this great winning run to the people who are interested in athletics, Eurosport gave the post a (small) boost by using the right targeting tactics. Thanks to the actuality of Martina’s run and Facebook’s specific targeting options to reach people who are likely to take action, Eurosport has seen an impressive impact on their reach. By boosting their video post to a relevant audience, they’ve seen a significant growth in their organic reach due to the high share rate of their paid reach.
So, by boosting their post to the most specific audience Eurosport has reached an audience to who this content has high relevancy. With 10 times less reach, they’ve seen a 4 times higher share rate out of their paid audience. Due to all these shares, the organic reach of the post grows significantly.
- 4 times higher share rate in paid media
- Share rate organic: 0,054%
- Share rate paid: 0,190%
- Paid media was only good for 10% of the reach. So 90% of the reach was organic
- Over 30% of the shares came from paid media which made the paid media very successful
The key to go viral with an organic post? Relevancy, the right targeting tactics and a (small) boost.
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