What if IBTM World posted like this?
How a trade show could recruit buyers with the offer it already makes
- Followers
- 16,000
- likes
- 5
- Followers per reaction
- 1 in 3,200
Before and after
Drag to see the difference.
Original by @ibtmevents, shown for commentary. 5 likes on 16,000 followers when checked.
What changed
Three changes, one post that works.
- 01
The hook is the headline
Your flight to Barcelona is on us was buried in the caption. Now it is the biggest thing on the post, in the brand's electric blue.
- 02
Barcelona, not Toronto
The city the show is in replaces another city's stand, and the gradient wash is gone so the photo can do its job.
- 03
One line of details
The hotel, the dates and the venue sit in one line under the hook, with a button that says where to apply instead of a fake web button.
The big idea. Say the thing that gets a buyer to apply, your flight to Barcelona is on us, over the city itself, and keep the dates, the venue and the stars in one line underneath.
Style tested, Text hook overlay. Real footage with one line of text on top that makes people stop scrolling.
The numbers
One reaction for every 3,200 followers.
5 likes on 16,000 followers is 0.031% of the people who already chose to follow IBTM World. A post that lands usually hears back from about 1 in 100. That is the gap the remake is built to close, and it is the number a board understands without a chart.
Share of followers who reacted. The 1% line is a working rule of thumb for an account this size, not a promise.
Want this for your own brand?
Your next 5 posts, free, in 7 days. You keep them either way.
Made independently. IBTM World is not a client. If you are the brand and want this changed or removed, email me.