Social scoby: a study of Culture Kombucha’s digital media approach

Culture Kombucha is an Ottawa company that brews small batches of raw and organic probiotic tea. The company uses Instagram (2,666 followers), Facebook (867 likes, 872 followers), and Twitter (175 likes, 487 followers).

Quality of interaction

The company uses social media to promote its kombucha line, as well as to promote workshops that it offers on kombucha brewing, and locations where followers can find Culture Kombucha for sale.

The company’s posts rarely speak directly to the benefits of using its products, or about what makes its kombucha great; rather, it relies on a liberal use of hashtags and appropriate emojis to suggest these things to its followers. For example, one photo on Facebook of someone from the company selling bottles of kombucha at a pop-up shop was accompanied by #wellness #relaxation #kombucha #kombuchaontap (among several other hashtags). In a way, this approach relies on the company’s followers to interpret and write the company’s story themselves.

Pictures of the product, often solo (i.e a picture of a hand holding a bottle of kombucha) feature heavily in Culture Kombucha’s posts, and the tone of the posts seems very human and authentic.


Is it paying off?

I think that there is room for improvement with Culture Kombucha’s approach to social media. While the company is consistent in the frequency and tone of its posts, and the posts receive a fair number of likes, the content doesn’t really lead to conversations. By crafting posts that ask questions or invite followers to share information about their use and enjoyment of the product, Culture Kombucha would improve the quality of their online interaction. Reducing its reliance on using hashtags to describe its products on social media would also give the company more control of its story and branding.

In addition, by reducing the number of solo product shots it uses on social media, the company’s feeds would be more visually engaging for its followers, potentially leading to more and better conversations about the products.



Finally, while the company does a good job of promoting where its product can be found for sale (and by extension, showing itself to be a strong partner to the restaurants and stores that stock its product), it rarely links back to the “shop” section of its own website. In fact, its tweets drive traffic almost exclusively to posts in its Instagram feed where, again, there are rarely links to its web shop. Having more of its posts link to the company website would likely increase Culture Kombucha’s direct-to-consumer sales.

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