2 Nov '20

Nick Edwards

Case Study: The King's Singers

The King’s Singers are a UK-based acapella group who have been in existence for over 50 years, though admittedly the lineup has changed since the late 1960s.

They are the gold standard for the classic close harmony sound, bringing a trademark blend and poise to 16th century polyphony... or a David Bowie cover.

The KS have been using Feed for over a year now. In fact they were on the platform right at the start, when it really was an ‘alpha version’ and Joshua and I mainly worked out of the British Library.

The group had a couple of key goals when they signed up: grow an Instagram following to catch up with a more established Facebook audience, and later on to grow YouTube subscribers. In addition to that, there was a curiosity around which sorts of posts their audience responded best to, and what that audience looked like.

Finding the content that works.

The KS were already brilliant at posting content that their audience loved, so from day 1 Feed had some great material to work with when finding new audiences and making sure their whole following was engaged.

What was really interesting to see from the outset was how well the KS’ more informal content worked for enticing people who hadn’t heard about them before.

For example, the KS' take on the 'Bernie meme'... which was incredibly good at getting new audiences engaging on social media, but also heading off platform to the group's website (at an excellent cost of £0.02 per click).

And for audiences who already knew about the KS, the content that has tended to work really well is performance or rehearsal video content where the members are front and centre. Which makes perfect sense really - once someone has engaged for the first time, the idea is to show them more posts & content (ideally with some music!) to increase familiarity and turn them into a follower, a streamer and eventually a purchaser of tickets, records etc.

Feed was able to reach newly engaged people (and the whole of the KS' audience) through automated retargeting - which also means getting in front of those people who are tricky to reach organically.

Growing an audience.

So how does figuring what content works best for different audiences translate into deeper engagement like followers and listeners?

Broadly speaking, Feed is set up to move people along this path:

Grow → Nurture → Supporters / Income

  • Grow: finding new audiences;
  • Nurture: investing in audience relationships & keeping the conversation going by showing people more content (via retargeting); and
  • Supporters / Income: selling tickets, records and merch to your biggest supporters and generating a return on your ad spend.

From this framework comes growth in social and streaming audiences. As a reminder, the KS were focused on Instagram and YouTube.

It's also really important to have a consistent approach - our data suggests spending little and often is preferable to blowing the whole budget in a few weeks.

That's exactly what the KS did over the course of a year and were able to grow Instagram followers by 5k (+30%), YouTube subscribers by 20k (+80%) and Spotify followers by 10k (+26%) by spending a pretty modest amount each day (in the range of £3-7/day).

Who is the audience?

In Feed, you can see your audience breakdown across Facebook, Instagram and Spotify. Unsurprisingly for the KS, it was pretty varied with well over 20 countries having a >1% share.

Interestingly their audience was more weighted towards young men (18–34) as well as women over 65. A match made in heaven?

Another surprising stat: Italy is currently the country with their 5th largest audience (4% of total), but is 2nd in terms of the number of people who have clicked on their ads recently (361). Contrast this with the US, which makes up 15% of total audience but only 38 clicks. This would suggest investing more in Italy, as Italians can't seem to get enough of the KS right now!

Over the next few months, we'll be working on reporting back insights like these to Feed users. Rather than burying you under a pile of data, we'll be aiming to report back a selective set of insights that can inform how you go about marketing yourself, what content you might want to use and who you're speaking to online.

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