Evaluation of Unit 3 Social Media in Business
Visuals by Benjamin is a music event photographer based in Birmingham, West Midlands.
Ben set me up with the task of expanding his brand prescence beyond his following of
1,468 on Instagram – by creating a userbase on Facebook. Research proven that
Facebook is the best ‘second resort’ from Instagram to reaching the target audience that
Ben wanted to reach, aged between 20 and 30, who are the biggest festival attendees out
of any age bracket and who make up a large proportion of users on Facebook: 30.8% of
all users (Orberlo). After establishing the platform and target audience, we sorted out a
content plan and I established the methods which would reach the target audience with
the posts, consisting of hashtags, sharing posts onto groups, and using third-party sites.
All this planning was underpinned by four key objectives:
1. Create a Userbase on Facebook, encouraging followers to also migrate to the main
Instagram page
2. Reach 100 Followers over a 3-week Period
3. Use a Variety of Content Types to Spark Engagement
4. Reach a Target Audience of 20-30 Years Old
These four objectives/targets were what I will evaluate the success of the campaign by
using the analysis of individual posts and statistics gathered from the ‘Insights’ feature on
Facebook.
Management and Execution of Project
The entirety of the project was independently delivered, according to the social media
plan, by me from collecting the assets from Bens's collections to editing them ready for
posting (and then posting them manually in time with the plan). It was delivered within the
timeframe set of 3 weeks with no alterations – this was ensured with a strict content plan,
which was broken down by date and a specific time. The moderation of comments was
successfully mediated due to there being no comments – meaning the automatic reply
was not needed. Communication was relatively frequent with Ben as he got in touch with
me after each post was sent out and when collecting assets, we would converse just
refereshing Ben on what the edits would look like. The design of these edits was
incredibly creative making use of a wide variety of video effects, such as: transitions,
animations and sound effects. All these resources were found on the editing software
,CapCut that has a catalogue of video editing effects, which I used to produce the creative
content, and the content I made took an average of 20 minutes to create per video post.
Overall, the project was independently managed by me, and I found it easily managable, I
think this was due to the lack of pressure from Ben as the client and the well-produced
posting plan that we collaborated on.
The objectives laid out in the beginning of the project are evaluated here...
Objective 1
Creating a userbase on Facebook was the first priority due to Visuals by Benjamin being a
new prescence on the platform reaching out to a fresh new audience. This was
successfully achieved through setting up a profile picture, cover photo (with a collage of
Bens work with the @visuals.by.benjamin watermark) and necessary details in the about
section such as the location of where Ben is based. On personal accounts both me and
Ben used the “Invite Friends” feature to send invitations to all the people on our friends list
to like and follow the Visuals by Benjamin Facebook page: this gathered 15 followers in
time for the first post. This was a contributing factor to the first post receiving 128 views
and beginning the userbase growth.
However, this could have been executed much better. On most posts, the
@visuals.by.benjamin watermark was edited over them in an attempt to encourage
people to migrate over to the Instagram page and follow Ben there as well as on
Facebook. This didn’t have any impact on the Instagram pages following nor did it
positively impact the Facebook following. Other than this, there were no other attempts to
promote a reason for the audience to follow on Instagram which could have been
handled better. I could’ve made a dedicated post to encouraging people to follow both
the Instagram and Facebook page or used a Linktree link to forward the Facebook
audience to the Instagram page. Either way, this aspect of the objective/aim was not
achieved as great as it could have been.
Objective 2
Reaching 100 followers at the end of the three-week campaign was the end goal, which
would have been evidence of a successfully created userbase and reaching our target
audience. Unfortunately, the page only reached 26 followers, majoritively from the first
week of posting. This was only 26% of the intended target. The engagement on posts was
,equally as poor as the following rate – with each post producing an average of 2 likes. I
tried to increase the awareness on the page by joining three relevant Facebook groups –
as shown in the general analysis – to increase engagement and following, but this did not
produce any results.
There’re numerous changes which I would have made since reviewing the project. One of
these would be adjusting the posting schedule to be more spread out across the week to
reach people who may not engage with social media at the particular times we agreed
on. In practice, posting at the start of the week caused there to be a four-day gap between
postings which ultimately disengaged the audience. Another thing was not using enough
key word phrases in the posts for the algorithim to pick up on to push towards the target
audience. The ‘Reaching Audience’, slide 9, page described the key word phrases I
intended on using but I did not use them enough across the posts. If this was
implemented properly the posts would have reached a much larger audience. Finally, I
could have utilised the people Ben has worked with to share relevant posts for 2025
Bookings or posts dedicated to their brand. This would have been difficult to do because
many of Bens clients do not have a Facebook page. Ultimately, the follower goal was not
met, and this was a failed objective.
Objective 3
To maximise the potential following, and ultimately build a userbase, we agreed on a
variety of different content types and formats to engage viewers. Research from
SproutSocial found that video content had the second highest engagement rate and
short-form video content performed even better – with 35% higher CTR. Status Updates or
photo posts have the highest level of engagement of 0.10%. Using this research, we both
agreed on a posting plan with two photo posts, and one video post – to get the most
potential out of the algorithim and platform. In total, 5 photo posts were completed and 4
video posts. Doing the math, it works out I decided to do one more video post than
originally planned because of the greater engagement on the video content.
The type of content I produced and posted was exceptionally good in itself but did not
bring in the spark of engagement were set out to retrieve. Videos I produced lasted
between 5-27 seconds long consisting of numerous transitions, animations, overlays and
sound effects (all from the CapCut library) to create engaging video content – with
adjusted timeframes, crops, and other optimisations. Photo content produced was
, commonly photo collages from Bens's work with different edited aspects in each. Some
made use of Canvas design elements to create text overlays, film strip frames, and
masking. All of these optimisation features contributed to more advanced designs:
specifically, the third and fourth post. While the effort and content turned out to be really
good and creative, the engagement in return was not reciprocated. Most posts still
received little to no engagement and there was not a clear distinction in likes between the
more thoroghly edited posts and the simpler designed posts.
Objective 4
The final objective was to create the content, reach a follower goal and create a userbase
all targeted at an audience between the ages of 20-30 years old. Research, shown in the
introduction of the evaluation, that the majority of Facebooks users were within the age
range of 20-35 which is where me and Ben wanted to target. This contributed to
Facebook being the chosen platform for the campaign. Throughout the campaign I used
“Insights” on Facebook to review the audience age group we reached.
This was achieved continually across all nine posts posted. In the individual analysis, we
can see, where audience profiles was provided by Meta, that the 20–30-year-old age
range made up the majority of viewage (averaging around 22.7% of all viewers, often split
between the 55-64 age range). This means the content I produced and posted reached
the intended audience we agreed on. This could be improved in the future by targeting
Facebook groups who are populated with our target audience, rather than generically
posting to topic-based Facebook groups. This could have heightened the margin
between the viewage between the target audience and the 55-64 age range.
Conclusion
Ultimately, we did not achieve all of the objectives me and Ben agreed on. The following
goal was not reached and migrating the Facebook following over to Instagram either.
Objective 1 and Objective 2 contains relevant reflection on what could be improved next
time and Ben has took this on board when continuing the operation of the Facebook
page. However, there were some positive aspects of the campaign, successfully
achieving Objective 3 and Objective 4 – as outlined in the feedback.
Visuals by Benjamin is a music event photographer based in Birmingham, West Midlands.
Ben set me up with the task of expanding his brand prescence beyond his following of
1,468 on Instagram – by creating a userbase on Facebook. Research proven that
Facebook is the best ‘second resort’ from Instagram to reaching the target audience that
Ben wanted to reach, aged between 20 and 30, who are the biggest festival attendees out
of any age bracket and who make up a large proportion of users on Facebook: 30.8% of
all users (Orberlo). After establishing the platform and target audience, we sorted out a
content plan and I established the methods which would reach the target audience with
the posts, consisting of hashtags, sharing posts onto groups, and using third-party sites.
All this planning was underpinned by four key objectives:
1. Create a Userbase on Facebook, encouraging followers to also migrate to the main
Instagram page
2. Reach 100 Followers over a 3-week Period
3. Use a Variety of Content Types to Spark Engagement
4. Reach a Target Audience of 20-30 Years Old
These four objectives/targets were what I will evaluate the success of the campaign by
using the analysis of individual posts and statistics gathered from the ‘Insights’ feature on
Facebook.
Management and Execution of Project
The entirety of the project was independently delivered, according to the social media
plan, by me from collecting the assets from Bens's collections to editing them ready for
posting (and then posting them manually in time with the plan). It was delivered within the
timeframe set of 3 weeks with no alterations – this was ensured with a strict content plan,
which was broken down by date and a specific time. The moderation of comments was
successfully mediated due to there being no comments – meaning the automatic reply
was not needed. Communication was relatively frequent with Ben as he got in touch with
me after each post was sent out and when collecting assets, we would converse just
refereshing Ben on what the edits would look like. The design of these edits was
incredibly creative making use of a wide variety of video effects, such as: transitions,
animations and sound effects. All these resources were found on the editing software
,CapCut that has a catalogue of video editing effects, which I used to produce the creative
content, and the content I made took an average of 20 minutes to create per video post.
Overall, the project was independently managed by me, and I found it easily managable, I
think this was due to the lack of pressure from Ben as the client and the well-produced
posting plan that we collaborated on.
The objectives laid out in the beginning of the project are evaluated here...
Objective 1
Creating a userbase on Facebook was the first priority due to Visuals by Benjamin being a
new prescence on the platform reaching out to a fresh new audience. This was
successfully achieved through setting up a profile picture, cover photo (with a collage of
Bens work with the @visuals.by.benjamin watermark) and necessary details in the about
section such as the location of where Ben is based. On personal accounts both me and
Ben used the “Invite Friends” feature to send invitations to all the people on our friends list
to like and follow the Visuals by Benjamin Facebook page: this gathered 15 followers in
time for the first post. This was a contributing factor to the first post receiving 128 views
and beginning the userbase growth.
However, this could have been executed much better. On most posts, the
@visuals.by.benjamin watermark was edited over them in an attempt to encourage
people to migrate over to the Instagram page and follow Ben there as well as on
Facebook. This didn’t have any impact on the Instagram pages following nor did it
positively impact the Facebook following. Other than this, there were no other attempts to
promote a reason for the audience to follow on Instagram which could have been
handled better. I could’ve made a dedicated post to encouraging people to follow both
the Instagram and Facebook page or used a Linktree link to forward the Facebook
audience to the Instagram page. Either way, this aspect of the objective/aim was not
achieved as great as it could have been.
Objective 2
Reaching 100 followers at the end of the three-week campaign was the end goal, which
would have been evidence of a successfully created userbase and reaching our target
audience. Unfortunately, the page only reached 26 followers, majoritively from the first
week of posting. This was only 26% of the intended target. The engagement on posts was
,equally as poor as the following rate – with each post producing an average of 2 likes. I
tried to increase the awareness on the page by joining three relevant Facebook groups –
as shown in the general analysis – to increase engagement and following, but this did not
produce any results.
There’re numerous changes which I would have made since reviewing the project. One of
these would be adjusting the posting schedule to be more spread out across the week to
reach people who may not engage with social media at the particular times we agreed
on. In practice, posting at the start of the week caused there to be a four-day gap between
postings which ultimately disengaged the audience. Another thing was not using enough
key word phrases in the posts for the algorithim to pick up on to push towards the target
audience. The ‘Reaching Audience’, slide 9, page described the key word phrases I
intended on using but I did not use them enough across the posts. If this was
implemented properly the posts would have reached a much larger audience. Finally, I
could have utilised the people Ben has worked with to share relevant posts for 2025
Bookings or posts dedicated to their brand. This would have been difficult to do because
many of Bens clients do not have a Facebook page. Ultimately, the follower goal was not
met, and this was a failed objective.
Objective 3
To maximise the potential following, and ultimately build a userbase, we agreed on a
variety of different content types and formats to engage viewers. Research from
SproutSocial found that video content had the second highest engagement rate and
short-form video content performed even better – with 35% higher CTR. Status Updates or
photo posts have the highest level of engagement of 0.10%. Using this research, we both
agreed on a posting plan with two photo posts, and one video post – to get the most
potential out of the algorithim and platform. In total, 5 photo posts were completed and 4
video posts. Doing the math, it works out I decided to do one more video post than
originally planned because of the greater engagement on the video content.
The type of content I produced and posted was exceptionally good in itself but did not
bring in the spark of engagement were set out to retrieve. Videos I produced lasted
between 5-27 seconds long consisting of numerous transitions, animations, overlays and
sound effects (all from the CapCut library) to create engaging video content – with
adjusted timeframes, crops, and other optimisations. Photo content produced was
, commonly photo collages from Bens's work with different edited aspects in each. Some
made use of Canvas design elements to create text overlays, film strip frames, and
masking. All of these optimisation features contributed to more advanced designs:
specifically, the third and fourth post. While the effort and content turned out to be really
good and creative, the engagement in return was not reciprocated. Most posts still
received little to no engagement and there was not a clear distinction in likes between the
more thoroghly edited posts and the simpler designed posts.
Objective 4
The final objective was to create the content, reach a follower goal and create a userbase
all targeted at an audience between the ages of 20-30 years old. Research, shown in the
introduction of the evaluation, that the majority of Facebooks users were within the age
range of 20-35 which is where me and Ben wanted to target. This contributed to
Facebook being the chosen platform for the campaign. Throughout the campaign I used
“Insights” on Facebook to review the audience age group we reached.
This was achieved continually across all nine posts posted. In the individual analysis, we
can see, where audience profiles was provided by Meta, that the 20–30-year-old age
range made up the majority of viewage (averaging around 22.7% of all viewers, often split
between the 55-64 age range). This means the content I produced and posted reached
the intended audience we agreed on. This could be improved in the future by targeting
Facebook groups who are populated with our target audience, rather than generically
posting to topic-based Facebook groups. This could have heightened the margin
between the viewage between the target audience and the 55-64 age range.
Conclusion
Ultimately, we did not achieve all of the objectives me and Ben agreed on. The following
goal was not reached and migrating the Facebook following over to Instagram either.
Objective 1 and Objective 2 contains relevant reflection on what could be improved next
time and Ben has took this on board when continuing the operation of the Facebook
page. However, there were some positive aspects of the campaign, successfully
achieving Objective 3 and Objective 4 – as outlined in the feedback.
