Addressing the questions that are on top of people’s minds helps create content that is genuinely useful. Adding interactivity helps build deeper relationships with the audience and increase engagement.

These are the two principles we kept in mind when running a Q&A session with Art Stavenka, co-founder of HYPERVSN. Check it out in the pinned stories in HYPERVSN Instagram or right here.

Explore the results of our campaign and get insights on how you can run your own.

Campaign Overview

The goals of the Q&A campaign were to raise awareness of the new lockdown offer and increase engagement with the current audience by adding a bit of personal touch to the brand communication. As a result, the unique reach increased by 2.3х times, engagement rate (visited page, shared, visited website) raised by: 16%. The feedback from the audience was 100% positive.

Insights

1. Adapting to the new normal, how offline communication will transform, and how HYPERVSN fits in, how to boost shop sales after lockdown, how to see returns from offline ads – these are the questions that are of interest to many people now. Prepare to address them among others.
2. Do both – source questions from the audience and prepare your own. Thus, you will focus on the audience’s real questions and issues, as well as cover those you are best positioned to address (based on the marketing campaign goals).
3. Optimal number of questions: 7-10.
4. Include a few fun questions to add a bit of human touch.
5. Videos from Q&A are perfect for using as ads.
6. Live Q&A work even better, as they are promoted by Instagram.

12 steps to launch a Q&A in Instagram

1. Choose a speaker and a topic. It’s always better to focus on a specific topic, not too narrow, not too broad, delivering value or thought leadership rather than promoting products.
2. Choose the best date and time which is when your audience is most active. You can figure it out in account insights.
3. Prepare the announcement.
4. Prepare your own questions to address.
5. Publish your announcement and gather questions from the audience (you can use promoted posts, too).
6. Create a final list of questions – from both the audience’s and your own pools.
7. Record the answers.
8. Run your Q&A.
9. Pin it in the highlights.
10. Finalize the video of your Q&A and publish it on other social platforms.
11. Analyze statistics: reach, engagement rate, number of comments, website visits the next day.
12. Improve your results during your next Q&A. 😉

Next steps

1. You can re-use our videos in your accounts (check out both separate questions and a full video).
2. Or conduct your own Q&A – either recorded or live.