Social media aggregators: 8 reasons why your brand should use them

Does your company curate, analyse, and display social media feeds?

I asked that question to someone sitting next to me in an event the other day, and the person replied: "Why would I do that?".

Companies and brands like Philips, Deutsche Bundesbank, and Campari use social media aggregators for good reasons.

For example, displaying social media feeds on the company's news page or intranet helps employees and customers to stay on top of the latest news and events.

Gathering feedback and reviews from customers helps companies to improve products and services but also allows social proof to be displayed on their websites to increase conversions.

Tracking competitors and what they post on social media channels helps to understand what type of content works the best and to identify useful content gaps.

Social media aggregator is a tool that helps to automate the content curation process. You can display social media feeds from your social media accounts, mentions of a keyword and hashtag, mentions of your account or social media page, or track the posts of your competitors. When content is stored and analysed automatically, you can display it all (or only selected content) anywhere – or just share the insights with your team.

Here are 8 reasons why brands curate and display social media feeds with a social media aggregator:

  1. Keep employees updated with fresh content
  2. Increase time spent on your website
  3. Gather feedback from customers
  4. Drive sales with social proof
  5. Track and learn from competitors
  6. Promote employee advocacy programs
  7. Analyse and display influencer marketing campaigns
  8. Display social media feeds in events and public spaces

1. Keep employees updated with fresh content

One of the easiest ways to get started with a social media aggregator is to gather your organisation's posts from various channels and display the feeds on a news page, within an intranet, or other internal services.

As working life is shifting away from fixed working hours and desks, the latest news and announcements don't reach the workforce in the same predictable way that they did in the past. A combined social media feed from X (formerly Twitter), Facebook, Instagram, TikTok, LinkedIn, and other social media channels updates fresh content automatically and encourages your employees to like, comment, and share posts too.

Here's an example how Deutsche Bundesbank displays the latest social media feeds on their website:

Social media feeds displayed on the website of Deutsche Bundesbank

2. Increase time spent on your website

Aggregating social media feeds from various channels and displaying them on your homepage and news section increases the time spent on your website. No magic bullet or any extra work is needed from your IT department. Just embed social media feeds on your website and the fresh content already created by your social media team will keep visitors engaged with your site longer. Assuming you are attracting the right type of audience to your website in the first place, your social media should give people a reason to keep browsing.

Here’s an example how New Zealand Cricket team shows social media feeds on their homepage:

A social wall for New Zealand Cricket team

3. Gather feedback from customers

Most companies gather feedback from their customers with forms but do you already gather feedback through social channels?

Why don't you ask your customers to share how they enjoy your products and services – the key benefit is that positive reviews posted on social media will reach more people than just your marketing team analysing the responses. With social media aggregators like Flockler, you can analyse the content and see if there are patterns that emerge and repeat. Also, you can identify the most loyal customers and influencers and contact them to deepen the relationship even further.

And, of course, you can display the best pieces of content on your website too. Here’s how New Zealand Ski features their happy customers enjoying the slopes:

Featured Instagram images displayed on New Zealand Ski's website

4. Drive sales with social proof

There must have been a moment in your life when someone else's recommendation has influenced your buying decision. When we see and hear other people like us enjoying a product or service, we are far more inclined to purchase.

For more inspiration, learn how Zoo Herberstein gathers the reviews by customers and display them on the website. The social media wall feeds the latest customer-generated images, which encourages others to buy their tickets too.

Tierwelt Herberstein displays social proof from Instagram by gathering mentions of #herberstein

Or check how Sohome webshop’s 'Shop the look' element makes customer-generated content shoppable:

Customer-generated content tagged with a product

5. Track and learn from competitors

All of us have competitors that do a great job on social media channels. With social media aggregators, you can create a page for your team to track and learn from them and compare how different types of posts perform on social media channels. Of course, your competitors have their own unique tone of voice, and often slightly different customer base, but don't waste a great opportunity to learn from others.

You don't have competitors? Lucky you! In that case, set up feeds gathering content from some of the best companies across different industries. For example, you can store and display any public Facebook Page, and analyse the Page performance.

6. Promote employee advocacy programs

Employee advocacy programs are one of the best ways to raise your employer profile and brand recognition. Some industries struggle to attract new talent, and retention rate might be low. With employee advocacy programs on social media, authentic content by employees is distributed to their network and friends.

For inspiration, learn how Valio's employee advocacy program helps the company attract new employees and promote the company culture.

Employees of Valio

7. Analyse and display influencer marketing campaigns

I'm sure there's been a meeting with your marketing team where influencer marketing was discussed. Have you already created influencer marketing campaigns?

Surprisingly, and no matter how successful the campaign is on social media, it's rare that posts by influencers are displayed on companies' digital services and repurposed for other marketing activities. With Flockler, you can aggregate the posts by influencers and display them as customer statements on your homepage or product pages.

For inspiration, learn how GoPro is displaying a feed of Instagram images and videos on the GoPro Awards page.

A feed of Instagram images and videos on the GoPro Awards page.

8. Display social media feeds in events and public spaces

For the past few years, digital screens have become popular among our customers – not only in events but also at the office and in public spaces. At the office, a display screen with fresh content streaming from social media channels inspires both employees and visitors.

Mammut, a Swiss mountaineering and trekking company, aggregates and selects the best pieces of customer-generated content and display them with a beautiful slideshow layout:

Mammut, a Swiss mountaineering and trekking company, display Instagram feeds on digital screens

With Flockler, you can gather and display social media feeds from your favourite channels. See the full list of supported content types and sources

Flockler helps marketers like you to create social media feeds and display user-generated content on any digital service. Keep your audience engaged and drive sales.

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