Project #3
Social Media Strategy
Company: Encore RV
Role: Marketing Director
Tools Used: Facebook, Instagram, TikTok, YouTube, X, LinkedIn
When I first started at Encore RV, the company had minimal social media presence, no clear planning, and no consistent schedule. I took the initiative to create structured posting schedules and campaigns.
To streamline and optimize this process, I implemented Sprout Social for social media scheduling, which also allowed me to track analytics. This tool helped me plan, organize, and automate posts across multiple platforms while also providing valuable insights into audience behavior, engagement, and post performance. Using these analytics, I was able to fine-tune content and posting times, ensuring maximum reach and engagement. I also integrated targeted paid campaigns to amplify key content and used relevant hashtags to improve organic discoverability.
Additionally, I encouraged user-generated content by creating campaigns that invited customers to share their own experiences, which strengthened community engagement. I collaborated with industry influencers and partners to cross-promote content and extend our reach.
Finally, I remained responsive to our audience, answering questions and engaging with comments, which fostered a loyal and active community. These combined efforts led to substantial growth and visibility for the company’s social media pages.
Social Media Growth
-
TikTok: Increased following from 87 to 4,064, with views reaching 1.5M in one year.
-
Instagram: Increased following from 477 to 1,246, with 193.7K total views in one year.
-
Facebook: Increased following from 1,365 to 2,324, and page likes from 980 to 1,701 in one year.
-
Additional Platforms: Increased growth on LinkedIn, X, and YouTube.
The growth on Facebook was driven by a series of targeted campaigns, which featured weekly themes like Feature Fridays and Model Mondays to keep content fresh and engaging. I also created a variety of posts designed to foster customer engagement, including giveaways, highlights of top features, and real customer testimonials. Sharing customer photos, celebrating new RV owners, and reposting dealer posts further strengthened our connection with the community and encouraged more interaction. Collaborations with dealers and vendors, along with the use of video content, helped expand our reach and visibility.
This growth came from a combination of organic efforts and paid ads, allowing us to reach a wider audience.
These consistent efforts not only kept our audience engaged but also played a key role in increasing interactions, follower growth, and overall engagement on our Facebook page.
The Instagram page experienced similar growth to the Facebook page, driven by the same type of content, such as weekly themes, customer engagement, giveaways, and dealer collaborations. However, the audience on Instagram was slightly different, and I tailored the content to better suit their preferences. I also collaborated with customers and dealers who were more active on Instagram compared to Facebook, helping to strengthen connections with that specific community.
To further enhance engagement, I created Reels, recognizing their popularity and ability to reach a wider audience. Additionally, I implemented a targeted hashtag strategy to increase discoverability and used Instagram Stories to share announcements, important information, and showcase customer posts.
These strategies, combined with user-generated content and active interactions with followers, helped boost visibility, attract more followers, and create a dynamic presence on the platform.
TikTok
On TikTok, I focused on creating engaging videos that highlighted each product, showcased key features, and provided helpful how-to videos. I also created content around the top features of our RVs to educate and engage our audience.
The key to our TikTok growth was posting consistently with similar content and using targeted hashtags to increase discoverability. Additionally, I utilized trending music and other tools TikTok offers, which helped enhance the reach of our videos.
Being active on the platform by engaging with comments and trending topics also contributed to improving our performance within the TikTok algorithm. This growth was achieved organically, without paid promotion. As a result, our TikTok presence grew significantly, with our top video receiving 1.5 million views, helping to expand our brand visibility and engagement across the platform.
1.5M views
26.4K likes
166 comments
3,808 saves
56.9K views
1,814 likes
57 comments
354 saves
58.9K views
929 likes
29 comments
103 saves
LinkedIn, YouTube, X
We utilized LinkedIn, YouTube, and X, and saw measurable organic growth on these platforms, despite posting slightly less frequently than on Facebook, Instagram, and TikTok.
On LinkedIn, we focused on sharing images and videos from dealer shows, company updates, and employee spotlights, ensuring we stayed aligned with our business model and engaged with our dealer network.
On YouTube, we posted walk-around videos, how-to videos, and Shorts to provide valuable content to our audience. For X, we kept the audience updated with new model releases and key features, maintaining consistent communication with followers on that platform.
​