What is a social media wall?
A social media wall gathers and filters content from social media channels such as Instagram, Twitter, Facebook, and YouTube. It’s often displayed on the homepage of a company, product pages of an e-commerce site - or in digital screens at the office, on the street, and in live events.
If you are a social media manager, you might be looking to display your hard work on the company homepage and grow the number of followers on your social media channels (it will increase the time spent on the page too!).
If you are responsible for the conversion rate optimisation of product pages, a social wall helps you to display feedback and social proof from other customers and drives sales on desktop, tablet, and mobile.
If you are organising an event, a social media wall helps you to engage and connect with the participants and increase the reach of your event hashtag.
Social media walls are now an essential part of the marketing mix.
As a term, social media wall might be slightly misleading. In reality, social media walls have many forms and visual layouts - and there’s full creative freedom to display a mix of social media feeds in any digital service. Social media wall tools like Flockler provide customisable designs out-of-the-box (from a wall to slideshows and carousels) that fit a brand’s look and feel - and require no coding skills to setup.
Developers are served with tools that make it possible to create a unique visual layout or integrate social media feeds within your internal applications. As a result, social media content is central to the communications of the most aspiring companies today. Scroll down to find 10 inspiring examples from brands like UEFA, Milka, Philipp Plein, and others.
Why a social media wall?
Brands use social media walls to promote their services by displaying social proof to support the launch campaigns of their new products; create marketing campaigns based on trending topics and seasonal events, showcase partner and influencer content - and much more.
But what are the reasons for creating a social media wall? Why are so many companies, from small brick and mortar shops to global brands, now running social media marketing campaigns with social walls?
The answer is relatively straightforward: social media is about sharing and co-creation - and word of mouth travels a lot further than messages in traditional marketing channels. The product experiences shared by your most loyal fans on social media channels will be discussed and loved more than print advertising.
Brands are typically gathering social media feeds and displaying social media wall to:
- Grow the number of followers of social media accounts
- Build engagement and reach on social media channels
- Increase time spent on page (e.g. the homepage or product pages)
- Drive sales with feedback and social proof from customers
For more inspiration, learn more about the key benefits of a social media wall.
10 inspiring examples of a social media wall
Every day I’m asked to share examples of brands gathering social media feeds and displaying social media walls on their website, so I thought I’d list some of the most inspiring ones.
1. New Zealand National Cricket team: a social sports experience
The New Zealand National Cricket team, nicknamed the Black Caps, curates the highlights from various social media channels and displays the content on their homepage. The beautiful social media wall combines the official updates from the team with trusted news sources, player content and, of course, user-generated content by fans.
2. Milka: engaging customers online and offline
Facebook and Instagram prioritise the posts from our friends and network - so brands need to engage their customers in creating and sharing content mentioning a branded hashtag or username.
Milka, a chocolate brand by Mondelez International, did just this and created the Keksetour campaign. Chocolate lovers are asked to post their best moments with Milka cookies using a Facebook camera filter app. To increase awareness and reach on social media channels, Milka fans are invited to share content with a branded hashtag #gemeinsamKEKSEgenießen.
The campaign includes a landing page, social media marketing, and TV advertising – plus a mobile Milka Cafe touring around Germany! Now that’s what I call multichannel social media marketing.
3. Philipp Plein: the social proof with celebrity content
Philipp Plein is a fun, provocative and luxurious fashion brand which partners with celebrities such as Snoop Dogg, Naomi Campbell, and Lionel Messi. Their social media wall displays Instagram images in a grid format and does a great job in showcasing the latest influencers wearing Philipp Plein outfits in public events.
If you’re not chatting with the likes of Snoop Dogg regarding an influencer marketing campaign, don’t worry – employees and customers are your best brand advocates! For more inspiration, learn more about the three groups of influencer marketing.
4. Planet Fitness: building and promoting a fitness community
Planet Fitness is one of my favourite brands and is doing a great job in creating engaging content together with their gym-goers. Their social media wall is a hub for exercise and motivation tips, as well as quick Instagram shots from the gym featuring the most active members.
Community is a critical element of everything Planet Fitness does: their core value is to build a community atmosphere, where progress is supported and applauded by staff and fellow members. So it’s only natural to showcase and amplify the community with a social media wall.
5. GlassesUSA: making e-commerce social
Have you ever decided to buy something because you found someone else using the product and service through a social media feed? Don’t tell anyone, but I just found a fresh pair of sunglasses via a friend's Instagram post...
E-commerce sites have noticed this trend too: highlighting user-generated content is a great way to boost conversion rates on e-commerce sites.
GlassesUSA, one of the leading online eyewear retailers and has created the ultimate social shopping experience. Customers navigating to their website can view the latest products in the Social Shop.
The Social Shop by GlassesUSA gathers user-generated content of customers tagging their photos with #GlassesUSA or @GlassesUSA. The images are matched with the related products, making it super easy for customers to purchase something they like.
For more inspiration, learn more about the top benefits of using user-generated content in e-commerce marketing.
6. TaylorMade Golf: a social marketing hub to increase time spent on site
TaylorMade Golf is a company with a mission to create the best performing golf products in the world. Their Interact content hub is an engaging stream of the latest golf news, product updates, and videos. The content is created and curated by TaylorMade’s editorial team: the long-form articles mixed with social media posts from Twitter, Instagram, and YouTube.
By displaying the content shared by golfers on social media channels, the website stays fresh and engaging. The social wall drives traffic to product pages - and the time spent on the Interact magazine is three to four times higher than anywhere else on the site, according to Graeme Morton: Consumer Marketing Manager at TaylorMade.
7. Women for Women: charities using social media for good
Charities using social media to drive donations is one of the most obvious examples where social media campaigns beat the reach of traditional advertising channels. Sharing and promoting something important to us (reflecting our personality and interests) is an integral part of the growth of social media channels.
Women for Women UK is using a social media wall as the focus of their campaign site #SheInspiresMe, which raises funds to help women who’ve suffered the trauma of war. The campaign site encourages all of us to share stories about the inspiring women in our lives and gathers this social content into one place.
8. UEFA: reaching out and empowering new audiences
UEFA, the governing body of football in Europe, has created 'Together #WePlayStrong' movement to make teenage girls aware of football.
And what’s the best way to do it? UEFA is encouraging professional players and teenagers to share how they enjoy playing the sport!
“Your stories” on their campaign website highlights user-generated content posted on various social channels using the branded hashtag and helps UEFA to reach out to new audiences.
9. Friends of the Earth: social media helping to save the planet
Friends of Earth's #PlasticFreeFriday campaign encourages individuals and organisations to spend one day a week without plastic materials such as cutleries and packaging.
The campaign site includes a social media wall, which gathers all the user-generated content shared with the hashtag. When making a change in one’s everyday habits, the support of a community is often helpful, and that’s what #PlasticFreeFriday campaign is all about.
Saving the planet by changing behavious is difficult but this campaign is vastly increasing reach and awareness.
10. University of East London: creating a social campus
When I started school in the 90s, all the promotional materials were print leaflets. Long gone are the days, and schools and social media and user-generated content are now central to university marketing.
University of East London (UEL) has 19k students in their community, consisting of talents from 120 different countries. UEL’s content hub is a magazine powered by articles and social media where all the relevant information and best student moments are shared.
UEL’s content hub goes by the name of YourUniverse and gathers everything from video snippets and fun things to do around campus to mentions in the national news.
Have you already created a social media wall for your business? Get started for free and follow our tutorial on how to gather social media feeds into your social media wall. If you have any questions and would like to learn more, don’t hesitate to hit the live chat button at the bottom of this page or contact us via email.