Goally, based in Denver, Colorado, offers an app and electronic device that use therapy-approved methods to gradually teach neurodiverse children how to complete basic tasks in collaboration with their parents and other caregivers.
“Goally helps ease the lives of families with neurodiverse individuals,” said Kaelyn Brooks, Digital Marketing Specialist at Goally. “We help parents focus more on the fun stuff with their kids, like goodnight kisses and playing outside, rather than nagging them through routine activities.”
To better understand the complex needs of parents with neurodiverse children, Goally turned to Sprout Social for help extracting actionable insights from social conversations across various channels, including TikTok. They’ve been using Sprout’s Listening tools since the beginning of 2022, and the insights gained so far are helping the company evolve its social media strategy. Sprout has empowered Goally to build brand awareness and connect more effectively with its primary target audience: parents.
Sprout’s Listening tools validate the company’s vision and help answer tough questions
Social listening is essential for helping Goally confirm it’s providing technology that’s truly helpful. “We’re a social impact company, and we care a lot about making life easier for neurodiverse families,” said Brooks. “So, we listen to what people need, and we pride ourselves on making products and implementing features based on what we hear from our customers. We don’t always get things right at first, but we learn how to make it right. We chase that with everything we’ve got, and we just listen.”
Using Sprout for social listening helped Brooks surface a common need of parents raising neurodiverse kids: They want to see their children become independent.
“That learning has really validated our vision as a company,” said Brooks. “We know the problem we’re chasing is real, and we’re providing a solution—a really good one, too. Education is often lacking in the world of neurodiversity, and people don’t know where to get information. Social media channels like TikTok offer a unique and accessible way for people to ask authentic questions and get answers.”
Using Sprout is well worth your time, energy and investment because it’s one of the most helpful tools to build a community. Sprout validates social media strategy like no other tool that I’ve found.
Digital Marketing Specialist
Sprout helps Goally connect with influencers and drive conversions
While Facebook is important for conversation, and Instagram is valuable for getting how-to information, Brooks said TikTok is “the go-to place” for Goally’s audiences to learn how the company’s technology works.
“TikTok is a place to share authentic stories and build trust,” Brooks noted, adding that Sprout’s Listening tools helped her understand the value of authenticity to Goally’s audience. “When they get on TikTok, they don’t want to see dancing,” she said. “They want to see a mom sharing a story about a really hard experience she had that day or what a therapist said that really helped her kid. It’s authentic vlogging that’s found nowhere else.”
TikTok is also a place for making valuable connections with creators and influencers. Through Sprout, Goally has identified relevant influencers who are bolstering brand awareness and raised Goally’s profile on TikTok. Without using Sprout, Brooks wouldn’t have found one particular influencer who helped her connect with other key influencers. “Social influencers are vital to helping with our conversions,” said Brooks. “The last two times we’ve done a major influencer push on TikTok, we saw the number of users on our website with intent to buy increase by about 4%.”
According to Brooks, Goally also saw its branded search rate increase 58% during its social influencer push in August 2022—compared to January 2022, when the company first started using Sprout. “Our subscriptions also increased 89% during the month of August when we were using TikTok and Instagram influencer campaigns,” said Brooks.
Goally is using Sprout to track follower trends, which has helped them confirm that TikTok is a place they need to stay active. “Since April 2022, we’ve been consistently growing at 254% month over month, every month. As of December, we have more than 3,000 followers,” Brooks said. “That’s pretty small compared with most companies, but it’s a really big deal for us.”
The increase in Goally’s follower count on TikTok has been rapid since we started using Sprout. That’s given us a reason to stay on TikTok—because we’re finding that there are people incredibly interested in what we’re posting there, and they’re really quick to hit ‘follow.
Digital Marketing Specialist
Sprout’s Smart Inbox enables personalized customer care and engagement
Sprout’s Smart Inbox has been especially valuable for keeping on top of Goally’s audience engagement.
If someone comments on a TikTok that we posted two months ago, I could easily miss it if I didn’t have Sprout’s Smart Inbox. It helps us make sure people feel like they’re being heard. With Sprout, I’m certain every single person who comments on our posts, whether new or old, is replied to and cared for quickly and easily.
Digital Marketing Specialist
Sprout helps Brooks decrease the amount of time she dedicates to answering questions and chasing comments on individual platforms—which gives her more time for campaign planning and data collection. “I estimate that my productivity has increased by at least 50% since I started using Sprout’s Smart Inbox,” said Brooks.
As for measurement and reporting, Goally uses Sprout to track engagement rates and impressions, both organic and paid. Most of this data is tracked monthly, but Brooks and her team run reports more often to determine the effectiveness of a particular campaign or test new ideas.
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Build genuine connections with your community
Brooks harnessed Sprout’s Listening tools to connect Goally’s product development to the needs of their target audience, forge influencer partnerships and improve community engagement.
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