Social Direct Response

What is Social Direct Response Marketing? [+5 Campaign Ideas]

AJ Damiano
AJ Damiano

For over two decades, businesses have been investing billions in creating the perfect content on platforms like Instagram, Facebook, and Twitter.

Everyone was dreaming big, thinking we'd snag a whale of a ROI.

But what did we get?

Despite all our creativity, clever strategies, and the sheer volume of content, getting folks to actually open their wallets on social proved to be very difficult.

Even with all the narrow targeting tricks and the slick social media algorithms, the conversion rates continued to lag.

And so, we slowly started believing that social media is excellent for awareness, but it's not where you close deals.

Brands continued using social media as a branding playground, a place to engage users, build community, and spread the word.

Social got relegated to being just a top of the funnel activity — a branding exercise rather than a conversion channel.

And that's where a lot of brands decided to drop anchor, focusing on metrics like 'likes' and 'shares' that don't necessarily translate to sales.

So here we are, racking up likes and comments like they're going out of style. But tell me, what's the point if none of this chatter turns into cash?

In this profitability-first, venture-wary era we're living in, tossing money into the social media sea and hoping for a bite isn't going to cut it anymore.

Enter the game-changer: social direct response marketing.

What is social direct response marketing?

Social direct response marketing is strategic approach focused on getting immediate and trackable responses from folks on social media platforms. The goal is to nudge people into doing specific stuff, like signing up for updates, filling out your digital forms, locking in a deal, or engaging directly with you through platform-specific features.

This approach blends the interactivity of social media with the specificity and get-it-now push of traditional direct response tactics. The result is that you end up creating a way for every like, every comment to become a real shot at conversion.

Social direct response campaign example

Let's crack open a fresh example of social direct response marketing, and who better to spotlight than Solana Labs doing their thing on Twitter.

  • First off, they throw in a zinger of an offer that gets the gears turning: 'Building a game? Curious about minting/managing Solana game assets, integrating credit card payments, & crafting a seamless experience for your players with just one API?' It's like they're reading the minds of game developers and offering them the golden ticket.
  • Next up, a crystal-clear call to action (CTA): 'Comment or retweet below to snag a DM with an exclusive link for a demo with the product team at #GameShift!' It's a direct line to something valuable.
  • Multiple ways to track the performance of the post: monitoring the number of comments, retweets, and direct messages sent, as well as engagement metrics like views, likes, and shares.
  • And here's where it gets even spicier - with a tool like Scrollmark, Solana Labs can auto-DM those who bit the bait, nurturing those leads who didn't jump on board right away.

Social direct response isn't about building awareness, it's strategically designed to convert interactions into tangible business outcomes—customer engagement, leads, and sales. It's about getting down to business, fast.

Benefits of social direct response marketing

  1. Attributable and measurable ROI: Unlike traditional social media strategies, social direct response provides clear metrics on conversions and engagement, directly linking social media efforts to ROI. Brands get clear, hard numbers showing the payoff from their social media grind.
  2. Instant action and engagement: Social direct response lets brands to instantly respond to user interactions, turning likes, comments, and shares into opportunities for direct dialogue and conversion.
  3. Targeted messaging: With the help of user profile and the actions that the user takes, brands can send personalized messages, tailored offers, and actionable calls-to-action right when the user is most engaged.
  4. Data-driven decisions: By digging into how users react and interact, social direct response lets brands sharpen their future game, ensuring they’re more effective and aligned with user interests and behaviors.
  5. Better user experience: Social direct response makes interactions more meaningful and tailored. That's how you turn a passerby into a fan.

Why’s everyone buzzing about social direct response now?

In the current post-ZIRP scenario, it’s tough-as-nails out there right now, where every penny counts and venture capital isn't just raining from the skies.

The pressure mounts to make every marketing dollar accountable.

So why are brands even trying out social direct response instead of ditching social and focusing on other channels which have traditionally proven to be effective?

Because, surprise, surprise, folks are finally loosening the strings on their purses right there on social media.

You want numbers?

A whopping 98% of people in the US are gearing up to shop on their social feeds, according to a survey of 996 US participants.

And it's not just the regular Joes and Janes. Even the B2B bigwigs, about 75% of them, are thumbing through social media to make their buying calls, LinkedIn says.

Businesses, old and new, are waking up and scrambling to quickly find ways to start turn this interest into sign-ups, leads, or sales.

We're seeing things like 'Comment to get' posts popping up everywhere.

These aren't just for engagement, they're bait – offering eBooks, coupons, rewards – all aimed at turning a casual scroller into a lead and eventually a buyer.

Contests, challenges, treasure hunts, giveaways, and livestreams have also become popular methods to get those leads and conversions rolling in on socials.

Platforms are bringing in social direct response features

And to help businesses and marketers make the best of the big buyer interest on social media, the platforms are introducing new features, content formats, ad inventories, and more.

Facebook, Instagram, and TikTok have been bringing in more eCommerce features to keep transactions in-app rather than sending users to external websites​​.

With all these new smartphone privacy rules, tracking conversions the old-fashioned way has become inaccurate anyway.

Facebook Shops and Instagram have now made it a requirement to use their in-app checkout features.

TikTok isn’t just dipping its toes, they're diving headfirst into the big leagues.

TikTok aims to quadruple its Gross Merchandise Value to $20 billion and projects $470 billion in eCommerce sales over the next five years.

This aggressive push into social commerce by TikTok includes innovations like shoppable in-feed videos, one-click shopping, shoppable quizzes, and AR try-ons​.

So here we are, at the edge of a new frontier.

Gone are the days of fishing for mere attention. Now, it's about landing the big sales.

This is the new battleground for businesses. And tools like Scrollmark are helping businesses and marketers turn idle scrollers into serious buyers.

5 social direct response marketing campaign ideas

Alright, let’s get down to brass tacks.

We're going to talk about 5 social direct response marketing campaign ideas for five types of businesses – eCommerce, game publishers, Web3 projects, B2B2everyone SaaS, and D2C tech platforms – and how they can crush it in social direct response marketing.

Why these businesses?

In this tightfisted, post-ZIRP world, these players desperately need performance-driven marketing strategies that can directly impact the bottom line.

And they're already surfing on the digital edge, which makes them perfect candidates for a social-first strategy.

Plus, these industries are all about that direct connection to their audience.

Social direct response marketing fits them like a glove, slotting right into their engagement and conversion game plan.

Everything we'll need to get started is in Scrollmark's wheelhouse: automated journeys, drag-and-drop builder, goal-driven AI, and crystal-clear analytics.

Scrollmark makes attributing your wins to social a piece of cake.

Message new followers

Use automated DMs to instantly connect with your new followers.

As soon as someone hits ‘follow’ on your Twitter or Instagram, they’ll get a personalized DM welcoming them to your brand and community.

The conversation may continue based on their response, keeping the engagement alive and potentially leading to a microconversion like contact details submission.

Here's how different players can roll with it:

  • For an eCommerce brand, the journey can be used to immediately provide new followers with exclusive first-time purchase discounts or showcase best-selling products, creating a powerful first impression and driving sales.
  • Game publishers can use this journey to welcome gamers, offering sneak peeks into new releases or beta access to new games, building a community around their titles.
  • Web3 projects can instantly introduce new followers to the Web3 ecosystem, offering guides or webinars on how to engage with the project or upcoming token sales.
  • This journey can help B2B2everyone SaaS offer demos or free trials to new followers, instantly engaging potential leads.
  • D2C tech platforms can engage with tech enthusiasts by providing insider access to tech talks, demos, or beta testing opportunities.

Automate comment response

Use pre-set replies to comments or send automated DMs to keep the conversation going with your audience.

Scrollmark can also listen for specific keywords in the user’s comment and send a tailored comment or DM based on that.

This is how those ‘Comment to get’ posts that you see everywhere work.

These work great to make contests, challenges, giveaways, and treasure hunts more interactive on social as well.

How various businesses can use such a campaign:

  • eCommerce will be relieved to automate responses because comment management on socials becomes daunting. Automating comment responses not only maintains engagement but also helps funnel interested users towards new product drops and offers.
  • Game publishers can automate responses to user comments on gameplay posts or trailers to keep the hype going and direct traffic to game demos and purchase pages.
  • Web3 projects benefit by automating comment responses on posts where they explain something about their project or give an update on the future of the project. Potential investors and curious users can be engaged by providing automated, informative responses to queries about the project.
  • B2B2everyone SaaS can use automated comment response campaigns to provide instant answers to common questions or direct users to knowledge bases or support channels.
  • D2C tech platforms can efficiently handle tech queries or feedback with informed, automated messages that can escalate to human support if needed.

Collect emails and phone numbers

Collecting contact details is a breeze with Scrollmark.

You can create a series of interactions so that at just the right moment, you can prompt the user for their email or phone number. This approach feels natural, making it more likely that users will share their information.

Here's the play for various players:

Each business type can trigger this campaign to start after the welcome new follower campaign, offering something of value in exchange of contact information.

  • This campaign is ideal for eCommerce brands who want to collect information for email marketing campaigns and exclusive mobile deals, enhancing the brand's omnichannel marketing strategy.
  • Gathering contact details lets game publishers directly talk about game updates, patches, and exclusive in-game content, keeping players engaged.
  • Web3 projects can use the contact details for newsletters, updates on tokenomics, or exclusive airdrops. This campaign is essential for building a community for Web3.
  • B2B2everyone SaaS gather contact informatin so that they can follow-up sales calls or targeted marketing campaigns. They can offer things like coupons, discounts, or exlusive deals to get the contact details.
  • D2C tech platforms can use the contact details for targeted outreach about product launches, tech updates, or community events.

Distribute coupons

Driving sales through instant rewards is a time-tested technique that shines in a social direct response campaign.

Reward user engagement by distributing special coupon codes right when a user interacts with your content on Instagram or retweets your tweet.

You can automate this process with Scrollmark, giving users feeling of instant gratification and significantly increasing the chances of them making a purchase.

Here’s a look at how different businesses can run this campaign:

  • eCommerce brands can use this campaign to offer timely discounts to users who interact with their posts, incentivizing immediate purchases. Simple and straightforward.
  • Game publishers can sync coupon distribution with new game launches or DLC releases, driving engagement and encouraging quick buys.
  • Web3 projects don’t provide coupons for tokens. But they can use this campaign to instead provide users with exclusive access to NFT drops or token pre-sales.
  • B2B2everyone SaaS can offer discounts on annual subscriptions or exclusive add-on services.
  • D2C tech platforms can provide pre-order discounts or exclusive access to certain feature releases.

Recommend products, newsletter sign-up, and other conversion actions over DMs

Hyper-personalize the conversion experience with the help of user profile and actions that they take on your posts.

You can use this data inside Scrollmark to curate product recommendations that resonate with each user.

Send these suggestions through DMs, and watch as personalized engagement leads to higher conversion rates.

Then let Scrollmark's AI drive the sale with timely follow-ups and nudges.

Here’s each player's game plan:

  • eCommerce brands can cross-sell and upsell by suggesting products based on users' actions and profile.
  • This campaign can be tailored for game publishers to suggest games or in-game purchases based on the player's comments, DMs, or social media profile.
  • Web3 projects can suggest different aspects of the project or related merchandise based on user interest shown on social platforms.
  • When used for B2B2everyone SaaS, this campaign can be used to recommend specific modules or services that the SaaS platform offers.
  • D2C tech platforms can provide tailored recommendations based on user queries or interest in specific tech genres.

Final thoughts

The message is clear: social media can and must become a profitable channel.

As organic reach becomes more challenging and the digital landscape more competitive, it's sink or swim time for businesses. Those who adopt strategies that focus on conversion will make it.

With the right tools and approach, social media can transform from a brand megaphone into a dynamic sales funnel.

The platforms that once served as mere billboards are evolving into dynamic storefronts, and AI-driven direct response marketing is leading the charge.

Welcome to the new age of social commerce, where every interaction is an opportunity not just to engage but to convert.

Let me know your thoughts on Twitter, and as always, all my best.

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