Places for exposure, not places for conversion. And that is exactly right.
Home > Social media and influencers
Social media exists to expose your brand, maintain a relationship with your audiences and feed your retargeting. At Sekoia we work on frequency rather than one-off stunts, we draw on a network of influencers across North America when it helps, and we measure what that exposure actually returns to the rest of your ecosystem.
Social media is no exception. These are not places for conversion but places for exposure. Your brand must be there regularly and maintain a relationship with its users. It is through that relationship that we refine audiences, that we are able to retarget our partners' customers, and that we raise the value of the entire ecosystem. A brand that posts three times then disappears for two months has not done social media, it has made three posts.
Still with the goal of increasing frequency and bringing users back into your ecosystem, we use the latest remarketing techniques to target the right people at the right time, wherever they are. Audiences built on social do not serve social alone: they also feed your search campaigns and your email programs, and that is where the relationship starts to pay.
Every industry, every niche has its thought leaders and influencers. When we help our partners conquer new markets, we can tap into a network of influencers across North America who put them on the map in a jiffy. Our growth team then amplifies their messages to increase their reach. A well-chosen influencer in a niche beats a large audience that looks nothing like you.
We are data analytics experts and numbers obsess us, social media included. Follower count does not pay your bills: we look at real reach, exposure frequency, the quality of the audiences we can retarget afterwards, and what that traffic becomes once it is back on your site. If a platform returns nothing to your ecosystem, we will tell you rather than keep posting for the sake of it.
Median engagement rate per follower on Instagram, across all industries. It was 0.36% a year earlier. (Quid, 2026 benchmark report, 150 companies drawn at random per industry)
Median engagement rate per follower on TikTok, nearly seven times Instagram's. (Quid, 2026 benchmark report)
Median number of posts per week on Instagram, against 2 on TikTok. (Quid, 2026 benchmark report)
Lower than most people imagine. The median engagement rate per follower is 0.30% on Instagram and 2.01% on TikTok across all industries, according to Quid's 2026 benchmark report. Instagram engagement actually fell from 0.36% to 0.30% in a year. Judging a post against those medians saves a lot of disappointment and a lot of bad decisions.
Not directly, and that has been our position from the start: these are places for exposure, not places for conversion. They build the relationship, the frequency and the audiences you will retarget later. The sale happens downstream, on your site and in your campaigns.
At a frequency you can sustain. The observed median is 3.7 posts per week on Instagram and 2 on TikTok. Two posts a week for a year beats ten a week for a month: communication is the art of repetition.
By niche, not by audience size. Every industry has its thought leaders, and we draw on a network across North America. A well-chosen influencer in a niche beats a large audience that looks nothing like you. Our growth team then amplifies the message to increase its reach.
No. We pick the ones where your audiences actually are and rule out the rest. Being mediocre everywhere costs more than being good in two places, and a platform that returns nothing to your ecosystem is a platform we drop.
In four stages: framing the platforms that matter to your audiences, a sustainable posting rhythm, building audiences that are reused for retargeting, then amplification, with influencers where relevant. It is how our three-phase method applies to social media.
Sekoia is a lean growth agency that helps small and medium-sized businesses perform better in highly competitive markets. Pioneers in Generative Engine Optimization (GEO) in Quebec.
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