The closure of many bricks-and-mortar locations during the pandemic has led to a surge of brands competing for attention on social media. However, there’s more to social media success than opening an account and uploading a few random posts! This article looks at four examples of top-performing brands on social to give you some ideas and inspiration.
Top-performing brands on social
Bakery chain Greggs has displayed a keen understanding of social in recent years, using humour and a decidedly ‘British’ tone of voice. In 2019, for example, the company released a highly successful YouTube ad promoting the launch of its vegan sausage roll.
The video went down a storm and, according to Marketing Week, contributed to pushing Greggs’ sales up by 9.6% in the first seven weeks of 2019.
Direct-to-consumer alcohol brands did well in 2020 when many pubs closed their doors during national lock-downs. American farm-to-bottle alcohol producer Haus harnessed this opportunity through its social media by creating The Restaurant Project – an initiative in which it partnered with chefs in a series of restaurants to come up with recipes for restaurant-specific aperitifs.
Haus sold the unique aperitifs online, donating 100% of the profits to the restaurants to support them during the pandemic. This clever campaign saw the company’s business grow by a massive 500%. Haus customers also loved it as it meant they could help their favourite restaurants fight the impact of the lock-down closures!
In 2017, home décor company Wayfair won a Shorty Award for its social media content. The brand’s success continues through its strategic use of features on platforms like Instagram that allow it to showcase its products and make it easier for users to buy online.
For example, some Wayfair posts include an ‘In this photo’ feature that enables users to see a list of the items in a featured image together with their prices. If they click on an item, they are directed to the corresponding page on the Wayfair website – for quick and fuss-free shopping!
Camera brand GoPro has a huge social media following, with around 16.2 million Instagram followers, 10.7 million Facebook followers and 2.2 million Twitter followers.
Although the brand is active on a number of platforms, it uses them in very different ways. Instagram is the go-to for showcasing camera quality and user-generated content (UGC). Twitter is used for product announcements and customer communication, and Facebook for driving brand awareness, reaching new clients and connecting with existing ones.
By maximising UGC as well as tailoring content to specific platforms, GoPro has created a powerful social media strategy!
What are these top-performing brands on social doing well?
There are a number of techniques that these brands have used to optimum effect that you can also consider incorporating in your social media strategy. These include:
1) Using humour
2) Understanding the goal(s) for each social media platform you’re using
3) Limiting promotional content and providing value
4) Incorporating User-Generated Content (UGC)
5) Being original and thinking outside of the box
6) Creating campaigns that matter