đđ˝ Welcome to The Folklore, our weekly newsletter about the journey of building Folklory, a startup that helps you turn family memories into podcasts. Weâll share weekly updates, wins, and learnings, so subscribe if you want to hear from us.
Itâs been over a month since we published the last newsletter because some of us were traveling in June. It was great to get take some time off, but an unfortunate by-product was that we lost some momentum that we had built up back in April. In retrospect, we should have planned the past few weeks better to avoid this drop in momentum, but thatâs a lesson learned for next time. Having said that, over this past month, we completed our first paid ad campaign and discovered a new way to engage with organizations. Letâs dive into each of these!
Running paid Ads to create more awareness
Since Folklory is a relatively new concept and not many people know about it, we felt it was the right time to run some paid ads to increase awareness. Over the past year, weâve been using social media and podcasts to spread the word but both these channels seem to have hit their limits. As a result, we wanted to try paid advertising to reach a wider audience. Since it was our first time doing this, we did a lot of research and came across this interesting guide on running Instagram ads. It looked pretty compelling and so we decided to give it a try for about a month.
The ad campaign was a series of 10 Instagram reels with us talking about different topics under the broad theme of âHaving Conversationsâ. Some of these were about tips to have better conversations while the others were about our own experiences with the power of conversations.
While we donât think these ads drove any sales, we did see many people engaging (likes) with the content every day, which did help with our original goal of driving more awareness. Weâll continue to fine-tune our spending and content, but the plan is to keep these ads running with a limited budget.
Here are some of the campaign metrics -
We spent ~$750
We reached ~200K users
This reel was our best-performing ad in terms of reach and engagement. Itâs about why we should record conversations with our loved ones.
New Customer via Channel Partners
Over the past few months, weâve been speaking with a number of organizations about how we can work with them. Through these conversations, weâve realized that many businesses that have existing consumer bases can be great channel partners for us. This would typically be a B2C company that is selling any product or service. We believe that working with such companies can help us reach a new audience. At the same time, it also allows these businesses to offer their customers a unique experience and help them differentiate from the competition, making it a win-win for both sides.
The strategy of offering a couple of free Folklories for people to try out has worked well, and weâve completed 9 trials across 6 organizations already. The next step would be for these organizations to place actual orders and we hope to close some in the coming weeks. Weâre very excited to see the range of use cases and will share more as and when things are more concrete.
If youâre an organization in the health and wellness industry (hospitals, yoga studios, etc.) and serve end-consumers, weâd love to speak with you about how Folklory can help create unique experiences for your customers. Write to us at theteam@folklory.com
Until next time,
The Folklory Team