How can operators use social media to boost engagement?

2021 is already off to a flying start and operators across the igaming and sports betting industry have been working hard on their marketing strategies. While some are focusing their efforts and budget on TV ads, others are putting a lot more thought into their social media channels this year. In 2020, it was reported that over 3.6 billion people worldwide were using social media. This number is expected to increase to 4.41 billion by 2025 and so it goes without saying that social strategies are effective. Of course, without the right strategy, you can’t drive engagement in the way that you want. So, we thought we would offer some tips that operators can use to achieve their goals this year.

Building an effective strategy

Before we look at some of the best social marketing ideas for 2021, it is worth noting that there is no ‘one-size-fits-all’ strategy. What works for one operator won’t always work for another – it all depends on the target audience. Additionally, you must look at what has worked in the past and use this to make the right choices. If you don’t change things that don’t work, you won’t ever improve your engagement levels. Does your target audience fit the Facebook demographic or the Instagram demographic more? Individuals aged 25-34 make up the largest group on Facebook but this isn’t the only effective channel. You can find data on demographics for each social channel easily online. Once you understand what works for you, you can create an effective strategy using some of our tips.

Focus on video content

Did you know that six out of 10 people would rather watch online videos instead of on the TV? According to Hubspot, around 81% of businesses use video as a marketing tool – including operators in the igaming industry. So, if you want to drive engagement in 2021, you must consider using video content as a tool. Take leading sports betting operator Paddy Power, for example – it consistently creates video content that works for its audience on social media. A recent video focusing on the Super Bowl LV focused on a fan tweeting about the game. This video racked up over 400 likes, 230 comments and 30 shares at the time of writing. This boosted engagement and it worked for the brand. Paddy Power also uses live video content to engage fans on social media and it is effective. A recent stream from the Dublin Racing Festival received 75 comments and over 83 likes. The operator created something that it knew fans would relate to and it was effective. Video content works, but only if you get it right.

Social media takeovers

Have you ever heard of a social media takeover? This is typically something that is done in partnership with brands and influencers, but this isn’t always the case. If a social media takeover is done right, it can act as an event, boost brand awareness and introduce your business to a new audience. For operators in 2021, there are a few ways that this can be done. For example, a brand ambassador or influencer could simply take over the social accounts for the day and answer any questions. Or, if you are running a sports betting business, why not have a professional football player take over your social channels? Tombola Bingo has been working on social media takeovers recently but not in the same way. Instead of hiring influencers, it is allowing its CMs to takeover each day and ask a trivia question. This has been received well by players who know the CMs and talk to them each day in the chat room. A recent post announcing the takeovers reached over 570 likes and 220 comments at the time of writing. It is expected that this will boost engagement overall for Tombola Bingo.

Start conversations online

Social media marketing is all about getting people talking and sharing your content which is why our next tip is quite straightforward. We believe, that in 2021, operators should aim to start more conversations on their social channels to really drive engagement. There are a few ways that this can be done effectively including question-focused graphics, Instagram story question boxes and live Q+As. Often, a simple question posed in the form of a post can be extremely effective. Foxy Bingo is a leading operator that is already using social media to drive engagement and start conversations. A recent post on its Facebook page asked fans to offer dating tips in the lead up to Valentine’s Day. While this isn’t related to bingo, it is engaging and relatable. Fans can easily respond and have their voices heard.

Try these tips

We have only scratched the surface of what operators can do on social media to drive engagement this year. February may have already begun but that doesn’t mean that there still isn’t time to create an effective strategy going forward. Social media channels like Facebook, Instagram and Twitter are always adding new features that can be used to your advantage. Think about incorporating Instagram Reels into your strategy, trying out Tik Tok or even creating a guide on Instagram. Of course, when creating any social media content, gambling regulations must be adhered to. Don’t let a creative post land you in trouble with the regulatory bodies. Follow the lead of the operators we mentioned and boost engagement in 2021. Sharon McFarlane is the managing director of Crystal Content – a digital marketing agency that specialises in igaming. She has eight years’ experience in the industry and has contributed regularly to industry magazines and conferences sharing her expertise on all things digital marketing. Her company (www.crystalcontent.co.uk) offers an outsourced solution for igaming businesses when it comes to content marketing, social media, UX design, website design, branding and conversion rate optimisation.