Seven winning social brands, and what your brand can learn from them
New research has shown that 77% of consumers are more likely to make purchases from brands that they either follow or recognise from social media. However, there are hundreds of thousands of brands with a noticeable social media presence, so how do you stand out from the crowd? Here are seven brands that are making waves online that you can learn from.
Facebook Followers: 36M – Instagram Followers: 18.3M
One of the most popular coffee chains in the world, Starbucks is a brand that is so well known it barely needs any introduction. This brand is killing it on Instagram. The average Starbuck post has 169,575 likes and 2276 comments per post. Although the brand invests in creating colorful and creative content, it also posts user-generated content, as around 93% of consumers find this to be important. In 2014, Starbucks ran the #WhiteCupContest to encourage customers to doodle on their cups and post a photo of the finished product on social media. The campaign resulted in 4,000 entries in just three weeks. Starbucks continues to provide customers with a chance to be featured on the account. This creates a buzz around the coffee chain and drives audience engagement.
Facebook Followers: 35M – Instagram Followers: 192K
L’Oreal encourages its staff to use the hashtag #lifeatloreal to showcase the culture of the company. The thinking is that this transparency will help with recruitment, as well as also staff retention, by putting all the perks of the job upfront and centre. It is an incredibly simple tactic but one that other brands have adopted because it brings a human face to the brand.
Facebook Followers: 28M – Instagram Followers: 487K
Dove has, for many years, steadfastly campaigned for ‘real beauty’. It created the #realbeauty hashtag which allows followers to interact within the community alongside other like-minded individuals. In 2016, Dove set up a dedicated hub that allowed followers to send a direct protest tweet to people and companies that had made sexist remarks about certain female influencers and celebrities. This created a sense of trust and loyalty between Dove and its customers.
Facebook Followers: 18M – Instagram Followers: 1.8M
Makeup brand Sephora has created a social media strategy that has gained hundreds of thousands of followers. By staggering its own brand images with fan-made images, featuring customers using its makeup products to create out-of-this-world looks, Sephora invites more audience interaction. This results in hashtags, likes, comments, shares, and messages from thousands of people every day.
Facebook Followers: 13M – Instagram Followers: 4.7M
If you’re not following Lego on Instagram, you’re missing out on entertaining content that isn’t just a product for kids. The world-famous plastic building-block brand populates its Instagram feed with fun spins on pop culture references. While most of the posts serve to announce the release of new Lego merchandise, the main value on its Instagram accounts is the ability to imitate familiar social tropes in a classic Lego way.
Facebook Followers: 1M – Instagram Followers: 7K
Staples has taken sales-focused social media from boring to interesting in a few simple steps. The retailer’s approach is to make things colourful, understand its audience, think ‘outside the box’, and remember that not every post has to be a direct sales pitch. Some of its most popular posts are those created just for fun, to engage with customers, while very subtly putting a brand logo in the frame.
Facebook Followers: 91K – Instagram Followers: 235K
This brand’s stunning Instagram feed is full of expertly-shot photos of the mermaid tails it sells, as well as photos of fans and customers using and wearing mermaid attire. The expert creation and curation of content makes these photos instantly recognisable as Finfolk posts. It just goes to show how much one can achieve, by simply picking a colour palette and sticking to it.
Brands that showcase the human aspect of themselves, their customers, and their brand journey are more likely to excel in the social media space. By engaging with one’s followers and coming up with creative ways of getting them involved, one creates an emotional link between the brand and the brand’s followers.