It’s hard to stay consistent on social media especially as a brand. If you are starting out, you know that you are the main employee and you don’t necessarily have time to post a few times a day on Instagram or TikTok. Maybe you don’t even know where to start. That is why it is important to create a strong social media strategy to know in what direction you are going exactly. Here’s 2 brands that I think has an amazing strategy when it comes to social media.
XXL Scrunchies & Co
The first brand that really impressed me in terms of a good social media strategy is XXL Scrunchies & Co. They are a Canadian business that sells as their main products larger scrunchies than the one we can find in stores. I think that they have an amazing strategy when it comes to their social media presence. The first thing I noticed is that they interact a lot with their audience on a daily basis. They respond to as many comments as they can under their post and even interact with them through Instagram Stories. For an example, they often ask questions through polls and sometimes they even ask name ideas for their next products. This strategy gets their audience excited not only for their next products but also as a brand in general.
Content wise they are also killing it. They do TikTok lives on a regular basis, they post TikTok a few times a week and they are also posting weekly vlogs on YouTube. Something else that I really love about them is that the owner of the brand is not afraid to give other small businesses owner’s advice. For an example, they often post behind the scenes videos where the owner explains how everything is being made or even how she does a certain thing. She is giving a personality to her business and it is definitely what every business needs to do. People now want to connect and create a connection with a brand.
Glossier
Another brand that impresses me on social media is Glossier. Anywhere you go, you see glossier. You go on Facebook, they are there. Now you want to read funny tweets, Glossier. You decide to watch TikToks about skincare or makeup, it is from Glossier. They are known to be a brand that engage a lot with their audience and definitely know what time of content they want. They listen to their audience and it shows. What gained them success over the past few years is that they treat everyone as an Influencer. No matter how many followers you have, you have the same chance as anyone else to be a model for one of their products or even get the chance to be on a billboard. Most of the time brands will choose big influencers or even celebrities to promote their brand but not Glossier. Their main focus is their audience and customers.
Sometimes some brands forget that it is important to evolve and change strategies overtime. What was working a few years or months ago might not be working anymore. That is why it’s important to stay up to date and listen to what your audience wants. Here’s a brand that could have a larger audience if they had a clear social media strategy but unfortunately didn’t evolve in the past few years.
Hoaka Swimwear
The brand that didn’t impress me in terms of having a social media strategy is Hoaka Swimwear. I personally am a big fan of the brand since it came out a few years ago because of the owner Elisabeth Rioux. Unfortunately, they don’t really have a good strategy when it comes to Social Medias. The main thing that triggers me is that they barely interact with their audience. Their main social media is Instagram and they don’t respond to the comments or questions under their posts.
They are focusing on paying Influencers to promote them but it is not enough. When their audience will notice that it is one sided most of them will unfollow the brand. For an example, a few months ago they did a huge Giveaway where they gave to one lucky follower $1000. During the Giveaway, more than 5000 people followed them. But a few days after they announced the winner, they all lost them and even more. Why? It was because the brand didn’t bring any value to them content wise. They only post pictures of the owner or their followers wearing their products. When they decide to post on their stories, it is only to repost a picture of their followers wearing, once again, their products. There’s nothing exciting and valuable in this type of content. This strategy might have been working a few years ago but it will die pretty soon. Now, people and especially the younger generation, wants to have a connection with a brand. They want to somewhat feel included. If they don’t change their strategies any time soon, I think that their audience will slowly detach themselves from the brand. Only because their content doesn’t benefit them in any way.
Algonquin College Social Media Certificate Program 