8 ideas to leverage social media for your loyalty program
Social media is an indispensable tool today for improving customer loyalty programs, especially when you consider that 90% of Instagram users follow at least one company on the platform (see other Instagram statistics).
This figure is not just a figure. It testifies to the immense potential of social media in building strong links between brands and their audiences.
With the vast majority of Instagram users actively engaging with businesses, the platform, and by extension all social media, becomes an invaluable arena for brands to not only showcase their offerings but to breathe life into their loyalty programs.
This is where the art of using social media correctly comes into play.
It's not merely about having a presence. It's about leveraging these platforms to create an interactive, engaging, and rewarding experience for loyalty program members.
In this blog post, we will explore how correctly utilizing social media can transform your loyalty program from a background feature into a vibrant, interactive community centerpiece.
Let’s go !
Integrate social media actions
Integrating social media actions into your loyalty program's catalog of missions allows you to elevate customer interaction to a new level of engagement and benefit.
When you reward actions such as sharing posts, tagging friends, commenting, or liking posts on Facebook, Instagram, or TikTok, etc. you're turning every social media interaction into a rewarding experience.
This not only boosts customer engagement but also expands your brand’s reach.
It's a win-win: your customers get more value from their interactions, and your brand enjoys increased visibility and loyalty.
Let me give you an example.
Imagine "Java Journeys," a coffee shop chain I just invented.
They revamp their loyalty program to include social media actions.
Now, when customers share a photo of their morning cappuccino with a branded hashtag, they earn points.
Tagging a friend in their post? That's more points.
Each like on their post? Yep, points again.
It's a busy place. Customers are excited to engage because each Instagram story or Facebook post brings them closer to their next free latte.
Java Journeys, in turn, sees their cups popping up all over social media, creating a ripple effect of brand exposure and customer engagement.
The coffee shop becomes more than a place for a caffeine fix. It's a community hub, both online and offline.
Encourage UGC
User-generated content (UGC) turns your customers into brand ambassadors.
When they post their experiences with your products or services on social media, whether through a captivating photo or an engaging video, it's not just about sharing moments.
It's storytelling at its finest.
Rewarding these efforts with loyalty points or special recognition not only incentivizes more sharing, but it also builds a sense of community and trust around your brand.
UGC acts as a powerful, authentic, and relatable form of marketing, as real customers showcase real experiences, resonating more profoundly with potential customers.
Check out this blog post for 10 UGC video ideas to ask your customers for.
Let me give you an example.
Consider "GlamGlow Cosmetics." They roll out a campaign where customers can earn loyalty points by posting about their makeup hauls or tutorial videos.
A customer, thrilled with their new eyeshadow palette, posts a dazzling selfie showcasing the product and tags the brand.
For this, they receive points redeemable for discounts on future purchases.
This single post not only earns them a reward but also showcases the vibrant colors of the palette to their followers, sparking interest and potentially new customers.
GlamGlow Cosmetics gains authentic marketing content, and the customer feels valued and connected to the brand.
Organize social media contests and giveaways
Social media contests and giveaways instantly grab attention and stir up excitement.
By hosting these events, where customers can earn loyalty points or bag exclusive rewards for participating, brands can create a buzz on platforms like Facebook, Instagram, or Twitter.
This approach not only drives engagement but also encourages broader participation from the audience.
The thrill of winning something adds an extra layer of appeal to your loyalty program, making it more enticing for customers to join and stay active.
Let me give you an example.
Picture "Outdoor Adventures," a company specializing in hiking gear.
They launch a contest on Instagram where customers are invited to post photos of their most breathtaking hikes, using a specific hashtag and tagging the brand.
The most spectacular photo, voted for by followers, wins a handsome sum of loyalty points and a feature on the brand's official social media pages. This sets off a wave of activity.
Customers eagerly share their best nature photos, each vying for first place.
The result?
A stunning mosaic of panoramas and happy hikers decorates the brand's social media feed, drawing admiration and interest from existing and potential customers.
Outdoor Adventures gains a treasure trove of beautiful user-generated content, while fostering a stronger, more engaged community around its brand.
Behind-the-scenes content on VIP events
Make sure you offer dedicated rewards to top tier members of your program (aka your champions).
For example, organize exclusive events for VIP customers, and then share behind-the-scenes content.
This not only humanizes your brand, but adds a layer of exclusivity and intrigue to your loyalty program.
When members see the special treatment and unique experiences enjoyed by VIPs, it piques their interest and motivates them to engage more deeply with the loyalty program.
It's a glimpse of a world they can be part of, which reinforces the appeal and perceived value of a loyal customer.
Let me give you an example.
Imagine "Elite Fashion," a luxury clothing brand.
They organize an exclusive fashion show for their top-tier loyalty members and decide to share snippets of this glamorous event on social media.
Through Instagram stories and TikTok videos, followers can see everything from the set-up to the after-party (the hustle and bustle backstage, glimpses of new models and even interactions with designers).
This not only makes VIP members feel special, but also creates a sense of aspiration among the wider audience.
Followers get a taste of what it means to be a part of the Elite Fashion family, driving them to engage more with the brand in hopes of getting an invite to the next exclusive event.
Put the spotlight on members
Regularly features loyalty program members on your social media channels.
It serves as a powerful testament to the real-world impact of your program.
It's not just about showcasing products or services. It's about celebrating the individuals who make up the heart and soul of your brand community.
When you highlight their experiences, their stories and the rewards they've earned through the loyalty program, you create relatable content that resonates with your audience.
This approach fosters a deeper bond between your brand and its customers, illustrating the tangible benefits of loyalty and encouraging others to engage more actively with your program.
Let me give you an example.
Imagine "BookBound," a popular bookstore chain with a nice loyalty program. They start a monthly "Reader Spotlight" feature on their social media platforms.
Each month, they showcase a loyal customer, sharing their reading journey, favorite books, and how the loyalty program has enhanced their experience (maybe they won a signed copy of a bestseller or a private meet-and-greet with a famous author).
These spotlights not only celebrate the members but also demonstrate the real rewards and experiences that come with being part of the BookBound community.
Other customers see these stories and are inspired to participate more actively, hoping to be the next featured reader, all while feeling a stronger connection to the BookBound brand.
Launch exclusive flash sales on social media
Run flash sales exclusively announced on social media.
This will act like a magnet, drawing both current and potential loyalty program members towards your brand.
These time-limited offers, which offer discounts or extra points, create a sense of urgency and exclusivity.
They not only reward existing members, but also act as an enticing hook for new customers to join the loyalty program.
This strategy improves engagement on social media and generates traffic, both online and potentially in-store, depending on the nature of the sale.
Let me give you an example.
Consider "TechTrend Electronics," a retailer known for its cutting-edge gadgets.
They start organizing weekly flash sales, announced solely on their social media platforms.
A surprise post reveals a deep discount on a popular gadget, valid for a few hours and offering extra loyalty points for purchases.
Customers eagerly await these posts, often sharing them widely, which amplifies the brand's reach and engagement.
For loyalty program members, it becomes a thrilling deal hunt, which reinforces their attachment to the brand and increases the frequency of their visits to TechTrend's social media pages and website.
The excitement around these flash sales not only boosts immediate sales figures but also strengthens the community of loyal customers.
Run polls and ask for feedback
Use social media to gather feedback from loyalty program members.
You might even offer loyalty points or rewards in exchange for their participation.
This will not only encourage members to provide relevant information, but also to get involved in the evolution of the brand.
This strategy shifts customers from passive receivers to active contributors, reinforcing their commitment to the brand.
It's an effective way of making customers feel listened to and valued, which can significantly boost their loyalty and satisfaction.
Let me give you an example.
Picture "SavorEats," a chain of restaurants.
They decide to engage their loyalty program members by posting monthly polls on their social media channels, asking for feedback on everything from menu items to service quality.
In return for completing these polls, members earn points redeemable for discounts or special menu items.
This approach not only provides SavorEats with a wealth of customer insights but also makes the members feel like they have a stake in the restaurant's offerings.
When a new dish, suggested in a poll, makes it to the menu, the members who voted for it feel a personal connection to the brand, knowing their opinions directly impact the dining experience.
This heightened sense of ownership and engagement keeps them coming back and promotes a more active participation in the loyalty program.
Announce program enhancements
Use social media to announce updates or enhancements to your loyalty program.
It's the perfect way to keep your members up to date. It's like sharing exciting news on a channel where you know your audience is already tuned in.
This method ensures that information about new benefits, changes, or improvements reaches your members swiftly and directly.
Regular updates not only keep the members informed but also maintain their interest and engagement with the program.
It highlights your brand’s commitment to enhancing the customer experience and keeps the loyalty program feeling fresh and dynamic.
Let me give you an example.
Imagine "FitZone," a fitness center with an active loyalty program.
They start using their Twitter and Instagram accounts to announce new program features, such as the addition of online workout classes or partnerships with health food brands.
Each announcement is accompanied by eye-catching graphics and clear details about how members can take advantage of these new offerings.
Members get excited about trying out the new classes or redeeming their points for healthy snacks.
This strategy not only keeps the members engaged but also attracts the attention of potential new members who see the continuous improvements and variety in the loyalty program.
