Week 2 Part B - Business Research
Chuao Chocolatiers
About Company:
Chuao Chocolatiers is a local company in the food industry based out of Carlsbad, CA. They create unique chocolate flavors offered in many different forms. With four branches and around 30 employees total, they are a small company with a surprising reach.
Social Media Information:
Linked on Website:
Facebook - 61,746 likes | Daily - Weekly posts | Last posted on 2/8/2021
Instagram - 18.4K followers | Daily - Weekly posts | Last
posted on 2/8/2021
Pinterest - 1,230 followers | Weekly Pins/Repins | Posted last week
Not Linked on Website:
Twitter - 12.4K Followers | Does not update | Last main tweet 2/11/2019
Youtube - 76 subscribers | Weekly - Monthly posts | 1/28/2021
Analysis:
Chuao often posts their new items on their social media, as
well as trendy, but minimal, content that showcases what they want the viewer
to see and feel. Facebook and Instagram are the two social platforms they use
the most, as they often cross-post. On their Youtube, they use it to show
recipes that use their products which I believe can help engage fans.
Boochcraft
About Company:
Boochcraft is a local brewing company located in Chula Vista, CA. What makes them unique is they brew hard (alcoholic) kombucha. They have an estimated 20 employees that come together to make a tasty beverage.
Social Media Information:
Linked on Website:
Facebook - 12,911 likes | Daily - Weekly posts | Last posted on 2/7/2021
Instagram - 38K followers | Daily - Weekly posts | Last
posted on 2/8/2021
Twitter - 1,230 followers | Monthly posts | Last main tweet 12/13/2021
Not Linked on Website:
Youtube - 1 subscriber | Never posts | 12/28/2020
Analysis:
Boochcraft is all about hip and trendy posts, often using
their posts on Instagram to push interactions with consumers. They use
Instagram the most and reserve Twitter for more formal postings such as the
holidays. This makes sense as their crowd is generally younger, but of legal the drinking age, making Instagram the perfect platform.
Native
About Company:
While Native is headquartered in San Francisco, CA, it is owned by the company Proctor & Gamble, making it international. They are in the health and wellness industry as they offer deodorants, toothpaste, and body wash. Within the company itself, they are believed to have 50 employees or fewer.
Social Media Information:
Linked on Website:
Facebook - 199,913 likes | Daily - Weekly posts | Last posted on 2/1/2021
Instagram - 176K followers | Daily posts | Last posted on
2/8/2021
Twitter - 3,997 followers | Monthly posts | Last main tweet 1/5/21
Not Linked on Website:
Youtube - N/A subscriber | Monthly | 2/8/2020
Analysis:
Native, similar to Boochcraft, attempts to appeal to a young
adult audience. While they do use Facebook and Instagram regularly, that is
because they are able to create creative graphics that catch the eyes of a
"hip" aesthetic. While they use Youtube, I think it makes the most
sense for them to use other platforms more as it is more convenient for their
audience to view.
Four Points Trading Co.
About Company:
Four Points Trading Co. is a national company in the home goods industry. With locations all over the country, including being sold in separate shops, they create amazing scented candles for all occasions.
Social Media Information:
Linked on Website:
Facebook - 418 likes | Daily - Weekly posts | Last posted on 2/82021
Instagram - 1,227 followers | Daily - Weekly posts | Last
posted on 2/8/2021
Pinterest - 14 followers | Monthly/Rarely Pins | Posted December
Analysis:
Four Points Trading Co. isn't a ginormous company, despite
their products being sold all over America. I believe that is why they use the
social platforms that they do. Candles don't necessarily have a demographic
that they appeal to more, for Facebook and Instagram reach different age
groups on the two platforms. While Pinterest isn't used often, I don't believe it
is really needed as people on Pinterest use the platform to mainly focus on
DIY, moodboards, and food/design inspiration.
Kelloggs (U.S. used for most social media data)
About Company:
Kelloggs is an international company in the food industry. They are extremely large as they
have factories in 18 countries and are marketed in over 180 countries.
Social Media Information:
Linked on Website:
Facebook - 592,878 likes | Daily - Weekly posts | Last posted on 2/8/2021
Youtube - 9.46K subscribers | Monthly posts | Last posted on 1/13/2021
Pinterest - 1,941 followers | Weekly - Monthly posts | Last
posted on January
Twitter - 76.4K followers | Daily posts | Last main tweet 2/8/21
Not Linked on Website:
Instagram - 67.7K followers | Weekly - Monthly posts | 2/4/2020
Analysis:
Kelloggs/Kelloggs US is quite active on Facebook, Twitter,
and Instagram. While Instagram is not linked on their website, it is clear that
the Kelloggs' brand thrives there. They use their larger accounts to show a
variety of their products, including newer ones. While Pinterest may not be
used as much, it does make sense for them to have since they offer food-related
content.
Findings:
In order to better
connect with an audience, many brands jump to using social media. When a
company is able to form a relationship with their customers, they build loyalty
and trust. While there are many social media platforms for a company to choose
from, some work better than others. Because of this, brands should decide on
what they want to focus on ahead of creating these accounts. Another thing for
a company to consider is how established they are to begin with. For instance,
a well-known brand is most likely already on social media with a following. When
a new platform comes out, they may be able to take off immediately if they can
get followers from other sites to follow.
I've learned
quite a bit from analyzing the companies and their social media. To start,
while each company has its own brand aesthetic, they each tend to be able to
market directly to their consumers effectively. By this, I mean that a younger
company aiming at a younger audience did great and so did a more mature company
aiming at multiple demographics. One thing that surprised me is that even
though Kelloggs is a large brand, they still update their social media
regularly. While their experience would make this an obvious finding, I
typically notice that big brands don't always focus as hard on social media as
they do more traditional forms of marketing. What wasn't surprising was that
the two largest platforms for these companies tended to be Facebook and
Instagram. Both of these sites have been around for a while now, therefore
companies that existed when they came out were able to gain a quick following.
Companies that were started later, such as Boochcraft and Native were also able
to take off on these platforms as their demographics tend to use both. Lastly,
Youtube tends to be the lowest-performing platform across the board, but that
could be for a couple of reasons. Youtube's algorithm can be hard to crack, and
without a big company behind it (and a decent production budget), a video can
get lost immediately. Youtube also takes more time out of a consumer's day to
watch versus a quick picture.
While social media changes the game when it comes to marketing, there is always more to be learned. Larger, more experienced companies may have the upper hand when it comes to money they can spend on advertising, but that doesn't mean a smaller, newer brand can't take off. The creativity each brand displays needs to be curated to fit its message while remaining appealing to the consumer, which is not always an easy task. As new platforms continue to emerge, I look forward to seeing the thought process behind whether a company chooses to pursue hopping on or staying off. Overall, I believe that the one event that will push a brand to go further and try harder is the idea of competition. While none of the companies I looked at are competitors, I am certain that they keep an eye on what their competitors do. This can lead to some amazing campaigns that can truly put a brand on a map of its own.
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