3. Social media lets you reach ideal audience members<\/h3>\r\n\r\n\r\n\r\n
Your customers use social media to connect with their friends, who usually have similar needs, interests, demographics, and values. So when your existing customers share your brand on social, they\u2019re likely connecting with members of your ideal audience \u2013 who they can relate to much more easily than your brand can.<\/p>\r\n\r\n\r\n\r\n
4. People trust what their friends have to say<\/h3>\r\n\r\n\r\n\r\n
Especially in casual contexts like social media, people trust their friends\u2019 recommendations far more than ads and messages that come straight from brands. If someone shares and raves about your brand on social, this word-of-mouth marketing is very potent.<\/p>\r\n\r\n\r\n\r\n
The new referrals are more likely to check out your brand and purchase your products. Plus, referred customers usually have a higher customer lifetime value<\/a> than non-referred customers.<\/p>\r\n\r\n\r\n\r\n Since your customers share with many friends at once on social media \u2013 and since referred customers are likely to refer\u00a0their own friends \u2013 this trust effect multiplies. Social media referral programs are customer acquisition powerhouses!<\/p>\r\n\r\n\r\n\r\n Hand in hand with social media\u2019s trust factor is social proof. When people aren\u2019t sure whether to take an action or purchase a product, they mimic what they see their friends doing.<\/p>\r\n\r\n\r\n\r\n If someone sees their friend post about your referral offer, they\u2019re more inclined to click the link, and make their first purchase, because they already know their friend had a positive experience with you.<\/p>\r\n\r\n\r\n\r\n Yes, refer-a-friend programs mobilize customers to promote your brand on your behalf. But even though referral programs and social media are especially powerful together, you can\u2019t just add a social sharing feature to your program, then just leave it be and expect optimum sharing to happen.<\/p>\r\n\r\n\r\n\r\n To best harness the power of social media referrals, follow these top 10 best practices, and you\u2019ll be on your way to a successful referral program.<\/p>\r\n\r\n\r\n\r\n Meet your customers where they are. What social platforms do they use most often to share with friends? Add social sharing buttons on those platforms, where sharing with friends is most natural for them. This also helps you establish brand presence on platforms your ideal audience frequents.<\/p>\r\n\r\n\r\n\r\n Be sure to pick more than one social media platform to integrate into your program, so customers can choose the platform that\u2019s most convenient for them. Including multiple platforms will also open up a wider audience to promote brand awareness. \u00a0<\/p>\r\n\r\n\r\n\r\n Check out how Freshly mobilizes advocates to share on five different social platforms!<\/em><\/p>\r\n\r\n\r\n\r\n Also include an option to share a referral link by copying and pasting. This enables your customers to share on any social platform (even if you haven\u2019t integrated a social share button) or even through direct message.<\/p>\r\n\r\n\r\n\r\n Think about your audience and their needs, and consider which of these sharing options will work best:<\/p>\r\n\r\n\r\n\r\n You\u2019ve put in the hard work to design your referral program, and you\u2019ve integrated it into the right social media platforms. But you won\u2019t get very far if your customers don\u2019t know about your program and its social sharing options.<\/p>\r\n\r\n\r\n\r\n Remember to promote your referral program<\/a>\u00a0on social media, where your customers are already looking for updates about your brand. Promote the program at least once a month. This way, you\u2019ll jog the memories of customers who are interested in sharing, but may have forgotten to refer their friends.<\/p>\r\n\r\n\r\n\r\n When you post about your program, be sure to highlight the referral reward with eye-catching images, and provide a direct link to your referral program for easy sharing. Add creative messaging that appeals to your customers. You could even use an emoji or two, as Pottery Barn Kids<\/a> did. Or, you could highlight the referral reward in the post’s image, as Brandless<\/a> did (find the example image in #7 below).<\/p>\r\n\r\n\r\n\r\n And don\u2019t stick to the same post template every time. Rather, vary the referral messages and images to keep things interesting. If you change the referral reward (or add limited-time reward elements like bonuses or contests), make a post to let your audience know.<\/p>\r\n\r\n\r\n\r\n Your social media bio is an often-overlooked, yet effective, place to promote your program. Some bios let you place as much text as you want, but others (like Twitter and Instagram) limit your character count.<\/p>\r\n\r\n\r\n\r\n But you don\u2019t need a long message to make an impact. Simply include a short blurb, like \u201cwe have a referral program,\u201d \u201crefer a friend,\u201d or \u201cshare and get [reward]\u201d in your bio. Then, add a direct link to your referral program page.<\/p>\r\n\r\n\r\n\r\n Check out how Zen Media uses this promotional technique below. They highlight the reward of a free upgrade for sharing, along with a link to their referral program page.<\/p>\r\n\r\n\r\n\r\n Offering double-sided rewards (rewarding both the referrer and the new customer) is an overall referral program best practice. But it\u2019s especially important on social media, where your customers are sharing with multiple friends at once.<\/p>\r\n\r\n\r\n\r\n You need to reward the advocate for bringing in new customers, as a way to keep them motivated. But if you don\u2019t reward new customers for signing up, any referral program posts the advocates make will likely come across as too self-serving (given that they\u2019re posting to their whole network at once).<\/p>\r\n\r\n\r\n\r\n But if you also give a reward to the referred friend, it increases the likelihood of more people clicking on the referral message \u2013 and eventually become your new customers.<\/p>\r\n\r\n\r\n\r\n One of the biggest benefits of social media referral programs is personalization. Since your advocates are sharing right from their social media profiles, you have plenty of ways to personalize the experience.<\/p>\r\n\r\n\r\n\r\n The easiest way is by\u00a0including the advocate\u2019s name\u00a0or username in the update message that gets published when they share<\/strong> (e.g. \u201cJessica Huhn shared a post”). This is usually done automatically by the social media platform.<\/p>\r\n\r\n\r\n\r\n The advocate\u2019s name should also be on the\u00a0personalized landing page<\/strong>\u00a0their friends arrive on when they click the referral link. By connecting to their social media profiles, this type of personalization is simple to add, especially if you\u2019re using referral program software<\/a>.<\/p>\r\n\r\n\r\n\r\n Another personalization option is within the referral message. <\/strong>This is the message friends receive or see on the advocate\u2019s social profile. Let your advocates write part or all of the message they share to make the referral message feel authentic rather than automated.<\/p>\r\n\r\n\r\n\r\n For an even more customized experience, you can also add the advocate\u2019s message on the friend landing page, as well.<\/p>\r\n\r\n\r\n\r\n Finally, user-generated images promote social proof because they show your customers (and their friends!) support your brand. Consider integrating your advocate\u2019s profile pictures into the sharing experience<\/strong>, especially since this opportunity is only available on social.<\/p>\r\n\r\n\r\n\r\n For example, when your advocates share via social media, you can include their social profile image on your friend landing page. This offers several benefits:<\/p>\r\n\r\n\r\n\r\n Check out how Airbnb uses the advocate\u2019s name and profile on a personalized referral landing page.<\/p>\r\n\r\n\r\n\r\n Source<\/a><\/p>\r\n\r\n\r\n\r\n Every social media platform is different, so don\u2019t use the same cookie-cutter message and design for every one you integrate into your referral program.<\/p>\r\n\r\n\r\n\r\n Instead, customize the design of your referral message<\/a>\u00a0(the message advocates send to their friends) for each channel, so it looks and feels like all the other posts that friends see.<\/p>\r\n\r\n\r\n\r\n For example, Facebook<\/strong>\u00a0allows for a bold headline,\u00a0so you should place the reward front-and-center in the headline. Then include a hero image and compelling message that comes from the advocate.<\/p>\r\n\r\n\r\n\r\n Be sure the message feels personal, not like another ad (e.g., \u201cI love how soft these Aero hoodies are!\u201d). And as always, allow advocates to customize the message before sending.<\/p>\r\n\r\n\r\n\r\n Vivobarefoot\u2019s referral program message for a Facebook page.<\/em><\/p>\r\n\r\n\r\n\r\n Twitter<\/strong>, of course, requires shorter messages. So get to the point rapidly.<\/p>\r\n\r\n\r\n\r\n But keep in mind, referral message tweets should feel even more personal, because they\u2019ll appear among thoughts written in your advocate\u2019s voice. They could possibly include a @mention of your brand\u2019s Twitter account as well, or eye-catching emojis to make the most of the lower character count.<\/p>\r\n\r\n\r\n\r\n And of course, an image is always helpful.<\/p>\r\n\r\n\r\n\r\n Omsom\u2019s referral message for Twitter, complete with fire emoji. Advocates can customize this message however they wish in the editor before publishing the tweet.<\/em><\/p>\r\n\r\n\r\n\r\n Instagram <\/strong>posts and\u00a0Pinterest<\/strong>\u00a0pins should always be image-centric. Let the image lead, with the text below it concisely explain the reward.<\/p>\r\n\r\n\r\n\r\n LinkedIn<\/strong>\u00a0posts should feel more professional, while WhatsApp<\/strong>\u00a0posts and messages should feel more casual.<\/p>\r\n\r\n\r\n\r\n In short, pay attention to how your customers communicate on each social channel. Then, make sure the referral message mirrors the format of their communication \u2013 but still stands out enough to entice friends to click. And always use first-person, from the advocate\u2019s perspective.<\/p>\r\n\r\n\r\n\r\n Whatever social networks you\u2019re on, images are what draw someone\u2019s eye to a post. Be sure to include vibrant images in your referral program social media promotions. The same goes for both the promotional messages to potential advocates, and the referral messages that advocates post to their friends.<\/p>\r\n\r\n\r\n\r\n Hero images of your rewards are often the best. Engage your audience with an image of the rewards your advocate and their friend can earn by participating in the referral program (by sharing with friends or by becoming a new customer, respectively). If you show images of people enjoying the reward, even better!<\/p>\r\n\r\n\r\n\r\n Source<\/a><\/p>\r\n\r\n\r\n\r\n Every day, your customers spend more than five hours on their smartphones<\/a>. A good chunk of this time is spent using social media to connect with friends, especially in this climate of increased virtual connections.<\/p>\r\n\r\n\r\n\r\n And with one-tap access to apps, people mostly access social media on their mobile devices. In fact, over 61% of North American social media use<\/a>\u00a0is via mobile devices (and this number is even higher in other regions, such as East Asia).<\/p>\r\n\r\n\r\n\r\n So what does this mean? Your social media referral program needs to be optimized for a mobile experience.<\/p>\r\n\r\n\r\n\r\n One easy way to create a mobile-centric referral experience is to make sure sharing buttons are big and bold on mobile screens, and positioned where customers can easily click or tap them with their thumbs.<\/p>\r\n\r\n\r\n\r\n Make sure customers can find these sharing buttons in as few taps as possible, with an intuitive flow. It\u2019s also best to keep your program description simple, and include a pre-filled message so advocates don\u2019t have to type one out on their phone keyboards.<\/p>\r\n Customers love being appreciated, so why not use your social media channels to spotlight your best advocates?<\/p>\r\n\r\n\r\n\r\n Highlight an \u201cadvocate of the month\u201d with how many referrals they\u2019ve made, why they love your brand, and some personal info unrelated to your company. You could choose these advocates based on their number of monthly referrals, or their number of lifetime referrals. Or, you could spotlight advocates when purchases from their referrals total more than a target amount. \u00a0<\/p>\r\n\r\n\r\n\r\n Spotlighting top referrals on social shows your appreciation for the customers who are helping your company grow, and drums up friendly competition among advocates. Customers who haven\u2019t shared yet will likely be motivated to share, because they\u2019ll want a spotlight of their own.<\/p>\r\n\r\n\r\n\r\n It\u2019s also another effective way to promote your referral program<\/a>\u00a0on social media. And by taking time to show your appreciation, you also show how much you value your customers and their support.<\/p>\r\n\r\n\r\n\r\n Whether you run an ecommerce store, B2B corporation, or startup, referral software is essential for running a smooth program that\u2019s integrated into the best social media channels.<\/p>\r\n\r\n\r\n\r\n The right tool will help you track all referrals made on social media and beyond, easily attribute them to the advocate who fueled them, and instantly trigger rewards for advocates and new customers the moment you get a sale.<\/p>\r\n\r\n\r\n\r\n It also lets you easily customize messages shared on social, and activate referrals on other marketing channels, including email, text messaging, and anywhere advocates choose to share via a referral link.<\/p>\r\n\r\n\r\n\r\n5. Social media fosters social proof<\/h3>\r\n\r\n\r\n\r\n
Top 10 best practices for social media referral programs<\/h2>\r\n\r\n\r\n\r\n
1. Enable sharing on platforms your customers frequent most<\/h3>\r\n\r\n\r\n\r\n
![\"freshly](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/2021-04-29_17-15-20.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n\r\n
2. Promote your program regularly on social to mobilize advocates<\/h3>\r\n\r\n\r\n\r\n\r\n\r\n
![\"pottery](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-33.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n3. Promote your program in your social media bios<\/h3>\r\n\r\n\r\n\r\n
![\"zen](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-34.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n4. Offer double-sided referral rewards<\/h3>\r\n\r\n\r\n\r\n
5. Personalize sharing messages with the advocate’s name, message, and profile photo<\/h3>\r\n\r\n\r\n\r\n
![\"julep](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-35.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n\r\n
![\"airbnb](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-36.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n6. Tailor the referral message to the conventions of each platform<\/h3>\r\n\r\n\r\n\r\n
![\"vivobarefoot](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-37.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n![\"omsom](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-38.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n7. Use imagery to your advantage<\/h3>\r\n\r\n\r\n\r\n
![\"brandless](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/pasted-image-0-39.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n8. Optimize your program for mobile<\/h3>\r\n\r\n\r\n\r\n
9. Spotlight top advocates on social<\/h3>\r\n\r\n\r\n\r\n
10. Finally, use referral software for seamless social media integration<\/h3>\r\n\r\n\r\n\r\n