Its campaigns shift conversations in real time. #DetoxYourFeed took direct aim at social media’s beauty toxicity, “These Legs” used Super Bowl airtime to highlight why nearly half of girls quit sports due to body shame, and the Self-Esteem Project for Women tackled the pressures that don’t disappear with age.

What makes Dove different: its social media brand strategy is as tactical as it is culture-driven. It knows exactly when and how to spark engagement. A well-timed campaign taps into emotions, data, and global discourse—and the results speak for themselves. 

So how does Dove keep evolving while staying true to its message? Let’s break it down.

Dove’s Social Media Presence

Current platform reach:

• Instagram: 1M followers
• Facebook: 27M followers 
• TikTok: 382K followers
• X: 177K followers
• YouTube: 171K subscribers

Dove’s largest audience is still on Facebook, but its most impactful conversations happen elsewhere. Instagram drives campaign storytelling, TikTok is where Gen Z engages with bite-sized, relatable content, and X functions more as a customer advocacy and response hub rather than a space for viral brand moments.

Note: Analysis covers data from November 2024 through February 2025.

Inside Dove’s Social Media Brand Strategy

Dove challenges beauty norms. Where most brands focus on aspirational aesthetics, Dove zeroes in on cultural shifts, tackling everything from the mental health effects of social media to the pressures placed on young female athletes. Their success is more than what they say; it’s about when and how they say it.

Dove’s social strategy is built on five core elements:

The Self-Esteem Imperative

The Dove Self-Esteem Project—now reaching millions globally—transformed a marketing initiative into a social movement. Beyond selling body care, Dove actively works to reshape how people see themselves, a brand strategy that continues to outperform traditional beauty campaigns.

Real-Time Cultural Response

Dove shows up in the moments that matter. From #DetoxYourFeed confronting toxic beauty standards on social media to #KeepHerConfident exposing how body shaming forces young girls out of sports during the Super Bowl, Dove meets cultural flashpoints head-on.

Beyond Industry Comfort Zones

Dove takes on issues most beauty brands avoid: the rise in teenage cosmetic procedures, the psychological impact of filters, and the pressures of unrealistic beauty standards. Their direct approach drives meaningful engagement because it speaks to real concerns rather than just product benefits.

Raw Over Polished

Dove’s most successful content doesn’t come from professional shoots or celebrity endorsements—it comes from real people. Whether through unfiltered stories, personal testimonials, or UGC-style content, Dove makes sure its message feels authentic rather than manufactured.

Platform-Specific Execution

A Super Bowl ad plays differently than a TikTok trend. Dove knows that each platform demands a different approach, tailoring its message to fit the medium while ensuring its core values remain intact.

Dove’s brand strategy works because it’s about resonance. Each campaign is designed to change the conversation.

Dove on Instagram: Where Beauty Meets Bold Strategy 

With 213K engagements and an average of 4,650 per post across 46 posts, Dove doesn’t just show up on Instagram—it makes statements.

While other beauty brands fill their feeds with perfectly lit product shots and influencer endorsements, Dove starts conversations that demand attention. Every campaign is designed for more than just engagement—it’s built to shift perceptions and spark real change.

Take #KeepHerConfident, Dove’s Super Bowl campaign that was impossible to scroll past. Rather than just airing a high-budget ad and calling it a day, Dove extended the moment across social, making sure its message—1 in 2 girls quit sports due to body criticism—didn’t fade after game night.

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The campaign landed with impact, and Instagram was its natural home. A high-impact Reel set to a reimagined version of Bruce Springsteen’s Born to Run, performed by GRAMMY-winning artist H.E.R., put real young athletes at the center.

Partnering with Sports Illustrated, Dove launched Sports reIllustrated, a special issue featuring ten young female athletes rewriting the rules of sports. The message? Girls belong on the field, the court, the track—without body judgment holding them back.

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And the campaign didn’t just ask people to care. It pushed them to act. A direct call-to-action led audiences to the Body Confident Sport program in collaboration with Nike, a research-backed initiative equipping parents and coaches with tools to keep girls in the game.

The response? A flood of engagement. The campaign moved beyond Dove’s own content—coaches, athletes, and advocates took it further, resharing, discussing, and amplifying the message far beyond Dove’s own channels.

But Dove doesn’t just know how to spark movements—it also knows how to make a product drop feel like an event.

Just weeks before, a completely different kind of post went viral: a Dove x Crumbl collab announcement that sent Instagram into a sugar-fueled frenzy.

A cookie-scented body wash? It was unexpected, indulgent, and nostalgic—and people wanted in. The post racked up 42K engagements, making it Dove’s most successful in this period.

And it wasn’t by accident. Dove knew exactly how to play into social media’s obsession with limited drops, sensory experiences, and pop culture crossovers.

Between cultural advocacy and viral product moments, Dove’s Instagram strategy works because it’s more than beauty—it’s about how beauty fits into real life.

Dove on TikTok: Where Beauty Meets the Scroll

If Instagram is Dove’s stage for cultural conversations, TikTok is where it gets up close, unfiltered, and in sync with the platform’s rhythm. Beauty on TikTok isn’t polished perfection—it’s about textures, sounds, humor, and hyper-relatable moments. Dove understands that, and instead of forcing its message, it lets the content speak in TikTok’s native language racking up 16M views, 535K engagements and an average of 11K per post across 50 videos.

The best-performing post of the season? Not an ad. Not a campaign. Just the rich, creamy swirls of Peppermint Scrub.

With 7M views and 37K engagements, this simple, sensory-driven clip turned a shower routine into a TikTok-worthy escape. No script, no face, no voiceover—just the deeply satisfying visuals of a sugar-infused scrub being scooped, swirled, and smoothed. Proof that sometimes, the best brand play is simply understanding how people consume content.

Dove isn’t just here for satisfying the crowd. It knows how to time content to culture.

Its Gingerbread Delight dreamhouse post (59K views, 4.3K engagements) was a seasonal masterstroke, tapping into TikTok’s obsession with holiday nostalgia and aesthetic-driven storytelling. With cozy lighting, soft textures, and a playful hook, it wasn’t just another beauty post—it was a mood.

The Dove x Crumbl collab (3M views, 312K engagements) hit the sweet spot—literally. A limited-edition, dessert-inspired body care drop was the kind of unexpected, sensory-driven launch that thrives on TikTok, turning a product drop into an event.

And then there’s the humor. A deadpan post about ”the year of the scoop” (2M views, 60K engagements) proved that Dove appreciates inside jokes of beauty culture, too.

Dove’s TikTok success isn’t accidental. It listens, adapts, and lets the content lead. Whether it’s hitting the nostalgia factor, making a launch feel exclusive, or simply leaning into sensory-driven escapism, Dove proves that sometimes, less branding and more feeling is the way to win.

Dove on X: Turning Conversations Into a Movement

Dove’s X—it uses it to move the conversation forward. Where Instagram is built for visual storytelling and TikTok fuels virality, X is where Dove meets people in real dialogue.

5K impressions over 120 tweets: this is where Dove’s brand meets conversation. Dove’s replies make up most of its content, proving that its presence here isn’t about broadcasting—it’s about listening, engaging, and reinforcing its mission in the moment.

Dove lives the message through constant interactions, responding to customer love, product feedback, and cultural conversations. Whether it’s amplifying voices that align with its mission or personally engaging with its audience, Dove makes sure its presence on X isn’t just felt—it’s heard.

And that’s the strategy: talking back, not just talking at.

While other brands chase viral tweets, Dove’s X presence is a steady, ongoing dialogue—proving that advocacy is about showing up, every day, in the places where real conversations happen.

Dove on YouTube: A Platform for Meaningful Impact

For Dove, YouTube is about building lasting impact. Unlike fast-paced TikTok trends or quick-hit Instagram Reels, YouTube allows the brand to expand its storytelling, turning a single campaign into a movement. Just a handful of videos generated 374K views.

This season, Dove’s most powerful video? A Super Bowl moment that refused to fade. These Legs: A Dove Big Game Film brought #KeepHerConfident to YouTube, amplifying the message that 1 in 2 girls quit sports due to body criticism. With 323K views and counting, the video didn’t just replay a commercial—it’s helping reignite an important conversation, ensuring its impact stretched beyond game night.

Dove doesn’t just use YouTube for advocacy—it knows how to make a product launch feel like an event. A fresh, playful campaign for Dove Whole Body Deo, pulled in 30,535 views. With its catchy “Let Your Body Body” tagline, the ad leaned into humor and relatability—proving that personal care can be marketed with both confidence and fun.

On YouTube, Dove’s strategy is clear: big stories, deep engagement, and cultural staying power.

Why Dove’s Social Media Strategy Works

Dove is shaping conversations. From calling out the beauty industry’s obsession with filters to challenging how we uplift young athletes, Dove’s approach isn’t about fleeting trends. It’s about impact.

Its platform brand strategy is unmistakable across every platform:

• Instagram is a stage for bold storytelling, from #KeepHerConfident to viral product drops like Dove x Crumbl.
• TikTok turns self-care into a moment, blending playful, relatable content with effortless virality.
• X thrives on real-time engagement, making every reply an extension of the brand’s mission.
• YouTube deepens the narrative, transforming campaigns into cultural conversations that last.

Dove doesn’t just post—it provokes thought, challenges norms, and ensures its message resonates across every channel.

Final Thoughts

Dove shows up. While most brands use social media as a promotional tool, Dove treats it as a platform for advocacy. Every campaign serves a bigger mission, every post reinforces the brand’s values, and every interaction builds trust.

For brands looking to build a social presence that actually resonates, Dove is proof that staying true to your message is the most powerful strategy there is.

The post Brand Strategy: Dove doesn’t sell soap. It sells self-worth. appeared first on Keyhole.

In an era where every social post, presentation, and pitch deck needs to shine, Canva arrived at exactly the right moment. They saw a world where design skills were becoming as essential as email, but professional software remained stubbornly complex. Their solution? Make good design as intuitive as typing.

But here’s what’s fascinating: Canva didn’t stop at building a great tool. They turned their social media presence into a living example of what they teach. Scroll through their feeds and you’ll find more than product updates and corporate announcements. You’ll see a blueprint for how modern brands can turn users into advocates and casual creators into confident designers.

Let’s unpack how they built this playbook, and why it works so brilliantly.

Canva’s Social Media Presence: Where Numbers Tell Stories

When you’re teaching the world to create better content, your own social media had better be impressive. Canva delivers. With 220 million monthly active users across 190 countries, they’ve built a presence that doesn’t just market their platform – it showcases what’s possible with it.

Let’s look at where Canva shows up:

• Instagram: 2.1 million followers
• Facebook: 2.7 million followers
• X (formerly Twitter): 316.7K followers
• YouTube: 627K subscribers
• TikTok: 598.8K followers
• LinkedIn: 2 million followers

But these numbers only tell one part of Canva’s story. Their social media strategy goes deeper than maintaining a presence across platforms. Each channel becomes a unique space where Canva connects with different segments of their community, from design newcomers to creative professionals.

It’s not just about being everywhere – it’s about being everywhere with purpose. And that purpose changes depending on where their audience needs them most.

Note: We analyzed three months of data through mid-January 2025.

Decoding Canva’s Social Media Strategy

Pull back the curtain on Canva’s social presence and you’ll find something fascinating. They’ve turned their feeds into daily proof of what their platform promises – that anyone can create something worth sharing.

Show, Don’t Sell 

Canva lets their work do the talking. Their holiday campaign with Whiskers  Wondrous didn’t just rack up over 2,000 engagements because it was cute – it showed how anyone could create something delightful with their tools. Each post feels less like marketing and more like a friend showing you a cool trick.

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Community Takes the Spotlight 

Take their #Droptober challenge on TikTok. Instead of showcasing their features, they put their community’s creativity center stage. Users didn’t just post designs – they voted, commented, and built on each other’s ideas. That video hit 2.77M views not because of fancy production, but because it tapped into what creators actually want: recognition and inspiration.

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Read the Room 

When Pinterest wanted to spotlight 2025 design trends, Canva didn’t just jump on the bandwagon. They created content that helped their community understand and use those trends. It’s this kind of timely, useful content that turns casual users into daily creators.

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Let’s see how these strategies play out on each platform.

Canva on Facebook: Community-Driven Engagement and Education

With 2.7 million followers, Facebook is Canva’s largest channel and serves as a hub for creative inspiration, education, and user interaction. Canva’s posts predominantly feature short-form videos, which are consistently the most engaging format on the platform.

Key Themes Include:

• Tutorials and Tips: Canva frequently shares design tips and how-to posts, demonstrating the platform’s features while positioning itself as a trusted resource for creators.
• Seasonal Content: Timely campaigns, such as holiday-themed designs and Canva Pro promotions, keep the content relevant and engaging for its audience.
• Interactive Posts: Canva fosters conversations by asking questions like, “What project are you working on today?” These posts encourage community engagement and inspire users to share their creative journeys.

One standout post—a holiday-themed video featuring Whiskers the Wondrous—garnered 2,382 engagements, showcasing Canva’s knack for combining storytelling with design inspiration.

Canva on Instagram: A Visual Playground

Instagram, with its 2.1 million followers, feels like Canva’s natural home. Here, the platform thrives on visually striking content that inspires and educates. Canva balances Reels (59% of posts), carousels (30%), and images (11%) to create a dynamic feed that mirrors its brand’s creative essence.

Highlights Include:

• End-of-Year Wrapped Carousel: This visually rich post garnered 8,490 engagements, showing the power of relatable, trend-based content.
• Step-by-Step Tutorials: Canva simplifies design techniques in bite-sized carousels and Reels, making complex skills accessible to all.
• Behind-the-Scenes Content: Posts like “Behind the scenes with Whiskers” humanize the brand, showcasing the creativity behind Canva’s designs.

By combining trend-driven themes with educational tutorials, Canva creates a hub for design enthusiasts to learn, engage, and create.

Canva on TikTok: Playful Creativity Meets Design Education

TikTok is where Canva lets its playful side shine. With 598.6K followers and 8.22M views in the analyzed period, Canva’s short, engaging videos show how versatile and fun design can be.

Key Strategies Include:

• Interactive Challenges: Campaigns like #Droptober invite users to vote on designs, fostering a sense of community and participation.
• Educational Tutorials: Posts like “Your content Canva video library” provide practical tips in a visually engaging format.
• Collaborative Campaigns: A partnership with Pinterest to highlight 2025 design trends resulted in a video with 2.77M views, illustrating the impact of strategic collaborations.

Canva on YouTube: A Hub for Education and Inspiration

Canva’s YouTube channel, with 627K subscribers, is a treasure trove of design knowledge. From tutorials to success stories, the platform serves as a digital classroom for creators.

Top videos like “How Docusign saved $300K in design hours” offer real-world examples of Canva’s value, earning 125,152 views. Meanwhile, monthly feature updates, like “What’s New Wednesday,” keep users informed and engaged.

Canva on X (Twitter): Real-Time Connection

On X, Canva excels at real-time interaction, using its 316.7K followers as a direct line for support and engagement. With 3,241 tweets during the period, Canva ensures every query is met with a prompt, helpful response.

Key Themes Include:

• Support-Driven Replies: Addressing user issues and sharing resources builds trust and reinforces Canva’s user-first approach.
• Relatable Humor: Posts like “Don’t tap ‘G’ or ‘S’ while presenting!” garnered 128 engagements, highlighting Canva’s ability to balance professionalism with playfulness.
• Localized Engagement: Canva’s multilingual replies demonstrate its global commitment to inclusivity.

The Secret to Canva’s Success: A Community-Centric Strategy

At the heart of Canva’s social media success is its ability to foster a sense of community. By celebrating user creations, sharing educational content, and actively engaging with followers, Canva has turned its social platforms into vibrant hubs of creativity and collaboration.

What truly sets Canva apart is its authenticity. Every campaign, post, and reply feels like an extension of the brand’s mission: to empower creators. This authenticity, combined with an unwavering focus on user needs, ensures Canva’s place as a leader not just in design but in social media marketing.

Final Thoughts

Open any social media app and you’ll spot it – that unmistakable Canva touch. From the small business owner crafting their first Instagram post to the marketing team churning out content daily, Canva hasn’t just changed how we design. They’ve changed who gets to be a designer.

Their social media tells that story better than any mission statement could. No corporate buzzwords, no flashy campaigns – just a steady stream of “here’s how you do it” mixed with “look what our community made.” It’s simple, it works, and it’s turned millions of tentative creators into confident designers.

Other brands take note: sometimes the best marketing strategy is just showing up and actually helping your users win.

Ready to take your brand’s social media strategy to the next level? It’s time to learn from Canva.

The post [Brand Analysis] How Canva Shows Up on Social Media and Shows Everyone Else appeared first on Keyhole.

You might come up with the most formal content plan ever. It might even reek of the old-school corporate vibe. What if I tell you that there exists a brand that has been making the most relatable content out there, that’s equally fun and engaging but it also caters to one of the most grueling matters of adulthood-Finances! 

Monzo Bank’s social media handles bleed with comments that say their SM managers should get a raise. What a dream to live!

That means they have been doing something truly amazing to give a fun twist to an oh-so-serious topic like managing finances.  

Now, how Monzo does it is what we are going to dissect in this blog today. 

Analysis of Monzo Bank’s social media accounts

Started in 2016, Monzo is an online bank that helps people handle their money using a simple app. They offer personal and business accounts, allow free international transactions, and provide tools to track and manage spending. 

Their range of personal financial services like budgeting, splitting with friends, getting you reward points, and more such “clever ways” to save you more money while spending is what is getting them more traction! 

They even provide more standard banking options like joint current accounts, savings options, investments, pensions, credit cards, loans, etc. If you go through their website, you can easily guess their target audience. Yes, it’s genz and millennials! 

Even though they weren’t the first online bank, people love them for their focus on solving real customer problems. The tone they use and the pain points they promise to solve give away that Monzo Bank is not the boring federation that our grandparents and parents trusted. 

It has a whole new vibe around it that will tempt you to enjoy your life while not breaking the bank! The same energy flows into their social media handles. Here are the total followers Monzo Bank has on their main accounts:

• Instagram: 95.5K
• Facebook: 97.7K
• Twitter: 146.8K
• LinkedIn: 503K
• TikTok: 71.5K
• YouTube: 10.2K

Monzo’s Instagram account has 95.5K followers and has a lively coral tinge to it. The grids feature a cohesive color palette and fun design elements. They post a mix of engaging content here, from product showcases and user testimonials to handy financial tips and community engagement posts. 

Their captions are light-hearted. They are hardly cluttered with any hashtags or any bulky text. It’s almost like browsing through your friend’s ID. 

Their Facebook page has 89K likes and 97K followers, which is more than their IG followers. Here’s the peculiar thing, though. 

Despite having more followers here, they are way too active on other channels than Facebook. While they did post quite consistently in 2023, they have hardly shared 3 posts this year. Ouch!

The coral grid follows from Instagram to TikTok for Monzo’s profile. Their official TikTok page has 71.5K followers and 1.4M likes. You’ll find snappy videos bursting with budgeting tips, clever hacks, and awesome features of their app, all presented in a super casual, relatable style that strikes a chord with youngsters.

Let’s just say that Monzo ate and left no crumbs on Twitter. Look at their bold cover image that’s capitalizing on the platform’s rebranding like no other brand did. With 146.8K followers on their official X page, Monzo is all set to fire with their warm wit here. 

Though fun, Monzo still belongs to the fierce industry. So having a LinkedIn presence is no longer a matter of choice but a mandatory option. But they have managed to slay even harder here. 

With more than 503K followers, followers watch out for Monzo’s dose of humor on the otherwise blue side of social media.

Last but not least, Monzo’s official YouTube channel has 10.2K subscribers and 90 uploads over 5 years. The content comprises “You Make Monzo, Monzo” campaigns and talks about the future of Monzo by their high ranks.

What makes Monzo’s social media strategy viral?

1. Money talk made fun

Monzo knows how to turn finance into a good time! They take complex money matters and make them entertaining, using humor and relatable situations that keep you smiling while you learn. 

With trendy memes and pop culture references sprinkled throughout their posts, they make it easy to engage with topics that might normally feel a bit dull. Who knew budgeting could be this much fun? 

Plus, their playful approach encourages followers to share their own money stories, creating a lively dialogue that turns financial education into a community event!

2. “We are in this together” type of messaging

At Monzo, it’s all about community! They create a warm and welcoming atmosphere where customers aren’t just account holders—they’re part of a big financial family. 

By encouraging users to share their stories and experiences, Monzo highlights real-life applications of their services, making everyone feel included and valued. It’s like a friendly neighborhood, but way cooler! 

Their campaigns often showcase the diverse voices within their community, celebrating different perspectives and reinforcing the idea that everyone’s financial journey is unique and important.

3. Easy-on-the-eye designs 

Monzo’s social media is a feast for the eyes! With bright colors, clean layouts, and eye-catching graphics, their feed is as vibrant as it gets. It is banking made beautiful! 

They use fun short videos to break down complicated info, ensuring that everything is not just informative but also super easy to digest. They constantly refresh their content to keep it relatable, making scrolling through their feed an experience in itself.

4. Top-notch customer service 

When it comes to customer service, Monzo is on the ball! They use social media to connect with users in real time, responding quickly to questions and feedback. 

They even reshare a lot of tweets. This makes customers feel heard and appreciated, building trust and loyalty.

Monzo turns potential complaints into opportunities for positive interactions, proving they really care about their community. 

Their proactive approach includes sharing tips and FAQs, making sure users have the information they need at their fingertips. It’s like having a personal financial buddy who’s always ready to help!

Read More: Everything You Should Know About Online Reviews

Monzo’s social media strategy in a glimpse

Let’s get through the platform-wise breakdown of their social media growth:

1. Instagram

From July to Oct 2024, Monzo Bank got 358 average engagements per post with a cumulative of 5373 total engagements. The peak engagement happened in the mid week of July. 

The follower growth is slow with daily growth in the low double digits. The most frequent post type is Reels but their carousel format seems to be working the best in terms of engagement. 

Despite making up for just 7% of the content, Carousels are faring well when it comes to Monzo’s Instagram, yielding almost 5x engagement than reels. 

2. Facebook

As we already pointed out, Monzo Bank is not too consistent on Facebook. Only one post has been shared on Facebook in the past 3 months. 

They know where their target audience is actively scrolling so they concentrate their focus on platforms like LinkedIn, TikTok, and X. 

Pay heed to this plateau of page likes count. Despite posting just one text post, their page likes count saw a quick rise and fall. 

3. TikTok

Unlike other brands, Monzo believes in the “quality over quantity” notion for their TikTok page. They have posted 12 videos in 3 months and yet garnered 2.33 million views. 

Follower growth on a day to day basis saw a good spike but in the past couple of days, it fell into a straight line with no major dips or spikes. 

4. Twitter

Monzo is quite an active tweeter! They have tweeted more than 1.3K tweets in the past 3 months, gathering an impressive 463.8K and 2.4K in engagement.

Quite a rigged pattern when it comes to follower count! Monzo doesn’t have it easy and puts in lots of effort here. Their replies make up 99% of the tweets, proving that their customer service is always on the hunt to solve as many queries as possible.  

5. YouTube

A similar analogy to that of Facebook follows here. Monzo has posted just one video that has yielded them a dismal 1.5K views and 17 likes when compared to their other channels.

Read More: What is Metaverse Marketing? 5 Key Strategies to Implement

Wrapping up

Monzo Bank has really cracked the code on social media, turning the sometimes boring world of finances into the lively talk of the town! They blend humor with relatable content, making learning about money feel like a fun chat with a friend rather than a chore. 

In a world where traditional banks can feel stuffy and old-school, Monzo shines bright with its fresh and modern flair that resonates with Gen Z and millennials. They’ve turned social media into a platform to show that managing your money can be not only smart but also fun! With Monzo, banking isn’t just a task—it’s a shared adventure where everyone is trying their best to figure it out!

Want to see how your brand can capture the same magic as Monzo? Check out Keyhole’s social listening feature! With real-time insights into your audience’s conversations and trends, you can create engaging content that resonates and builds community. Start your journey today and watch your brand thrive!

The post Monzo Bank Social Media Strategy: Connect With Humorous Responses & Relatable Posts appeared first on Keyhole.

Every review, tweet, or comment on social media about your business is a chance to show your commitment to customer satisfaction and your willingness to improve. Responding to negative reviews, in particular, is a critical part of this process.

Responding strategically to negative reviews on social media would turn the PR crisis into an opportunity for growth. Research shows that 97% of consumers read responses to reviews, and businesses that respond to negative reviews can see a 16% increase in customer advocacy.

From acknowledging the issue to offering solutions and following up, each step contributes to maintaining and enhancing your business’s online reputation. So, whether you’re a seasoned social media pro or just starting, it’s time to get a knack for responding to negative online reviews on social platforms.

In this piece, we’ll explore a few proven ways to tackle negative online reviews on social media.

1. Show empathy by understanding customers’ concerns

A negative review may instinctively switch on your defensive side. But don’t let that emotion take over. Instead, craft a compassionate response by putting yourself in the customer’s shoes and acknowledging their concerns. 

Imagine a frustrated customer venting about difficulties navigating your B2B SaaS product. Maybe they’ve not gone through the documentation for self-help, or perhaps they must have been overwhelmed by the technical documents. So, instead of pointing to the self-help directly or attempting any dismissive response, simply apologize at first.

To show genuine concern, you can respond, “We apologize for the difficulties you’re experiencing with our SaaS product. We understand your frustration. Our team is working to provide a quick solution.” 

Take the example of Skyscanner, who had issues with changing flights. A swift response in the form of an apology and a link to a workaround can help tackle the issue while ensuring others that their queries will be resolved. 

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Hence, acknowledge the customer’s experience and express that you understand their concern. 

Here are some key factors to consider when weaving in empathy for social media responses:

• Avoid blaming: Don’t point fingers or make excuses. Focus on the customer’s experience.
• Offer a sincere apology: A genuine apology goes a long way in diffusing anger and frustration.
• Validate their feelings: Use phrases like “I understand your frustration” or “I’m sorry to hear you’re having trouble.”
• Reassure them: Let them know you’re committed to resolving the issue and making things right.

Ultimately, use the platform to create a positive foundation for resolving the issue and rebuilding trust.

Read More: How To Leverage Social Listening For Crisis Management

2. Respond quicker

When faced with a negative review online on social media, take your time to formulate a plan of action. But don’t get into action too late. A swift response shows that you’re attentive and value customer feedback. 

However, take a moment to gather the facts, understand the issue, and craft a thoughtful response. Aim to respond within 24 hours as a standard, even if it’s just to acknowledge the review and inform the customer that you are looking into the issue. A timely response can prevent escalating situations and demonstrates your commitment to excellent customer service.

Imagine a customer posts a frustrated tweet about a delayed delivery time of your eCommerce product. Responding within minutes with a generic “We apologize for the inconvenience” might seem dismissive. Instead, take a few extra minutes to investigate the situation and check your inventory to see if the product is dispatched. If the delivery time is unusually long due to unforeseen circumstances, explain the situation and sincerely apologize. Offer a discount on their next order as a goodwill gesture.

For instance, in the example below, it just took a couple of minutes for Amazon to respond and inform the customer of the next steps.

Responding quickly to a negative review on social platforms prevents it from rotting and potentially escalating into a larger issue. Social media agencies specialize in reputation management and are crucial for maintaining and enhancing your brand identity. They ensure timely and appropriate responses to negative feedback, helping to preserve the trust and loyalty of your customer base.

They ensure timely and appropriate responses to negative feedback, helping to preserve the trust and loyalty of your customer base.

It also includes these agencies helping you tap into useful agency reviews that offer valuable feedback (providing deep learning, growth, and connection opportunities) and a chance to address concerns publicly. This showcases your commitment to customer service, enhancing your agency’s credibility, which may even turn potential negative reviews into powerful positives. In all, you’ll be strengthening your brand in the eyes of both current and prospective clients.

Ensuring quick responses requires making the following adjustments:

• Monitor Regularly: Set up alerts or use tools for social media monitoring that promptly notify you of new reviews or mentions.
• Prepare Templates: Use pre-written responses for common complaints to save time while allowing for personalization.
• Use Automation (Cautiously): Chatbots or other AI tools for social media can help generate automated responses. These can quickly acknowledge reviews but use them sparingly to offer a way to escalate to a human representative if needed.

This approach helps to maintain a positive online reputation and reassures other customers that you value their time and prioritize their concerns genuinely.

3. Take conversation offline

Publicly acknowledging the issue is important, but social media isn’t always the best place to discuss it. Instead, take the conversation offline to a more private channel. This gives you space to dig deeper into the customer’s concerns without airing grievances for everyone to see. It’s like inviting them backstage for a one-on-one chat—much more conducive to understanding and resolving the issue.

This approach shows your willingness to fix the problem, helps protect the customer’s privacy, and avoids a prolonged public dispute. A direct line of communication can make the customer feel valued and heard, leading to a more satisfactory resolution.

For instance, an eCommerce skincare brand, Kravebeauty, asked a customer to email them the information, suggesting that they take the conversation off social media.

Source

Otherwise, you can also respond with a comment like, “We appreciate your feedback and would love to learn more about your experience. Please DM us your contact information so we can reach out.” This shows that you’re taking their concerns seriously and want to resolve the issue.

Here’s how effectively offline conversations work:

• Providing a safe space: Customers may feel more comfortable sharing details and feedback privately.
• Highlights commitment: The initiative to move the conversation offline shows your dedication to resolving the issue.
• Protect privacy: Ensuring that customers’ concerns might be sensitive and better addressed privately.
• Prevent escalation: Public-level back-and-forth can sometimes escalate tensions. A private conversation allows for a calmer, more productive discussion.
• Enable personalized solutions: Understanding the customer’s specific needs is easier one-on-one, leading to more tailored solutions.

This approach demonstrates your willingness to go the extra mile, which can go a long way in rebuilding trust and salvaging the relationship.

4. Offer a solution

Sure, you made a few apologies, took the matter offline, and everything, but there’s also another way to handle negative social media reviews. And that is to offer a solution. Begin by acknowledging the issue, thanking them for bringing it to your attention, and assuring them that your team is already working on a fix. If possible, offer a workaround or a temporary solution while the problem is resolved.

Moreover, you may not have an immediate solution in some cases, but you can offer a plan. For instance, you could say, “We’re looking into this issue and will update you within [timeframe]. Please send us a direct message so we can keep you informed.” This is one way to show that you are taking the complaint seriously and are committed to finding a resolution. 

Nike, in the below example, showed exactly this. A quick solution was provided, and the customer was informed via the same tweet. Here’s how Nike handled it.

Source

Here’s how you can effectively provide solutions to social media complaints:

• Offer a workaround or alternative: If a direct solution isn’t available, suggest alternative options to help the customer.
• Outline a plan of action: If the issue requires more time, explain the steps you’re taking to resolve it and provide a realistic timeline.
• Keep the customer informed: Provide updates on the solution’s progress and let them know when they can expect a resolution.

Adopting this solution-driven approach helps maintain a positive online reputation and turn dissatisfied customers into loyal advocates.

Read More: 7 Steps For Effective PR Crisis Management In 2024

5. Follow up after providing solution

Don’t just address or resolve customers’ issues. Take one more step to follow up on the query, which showcases a genuine commitment to their satisfaction. Also, it can turn a negative experience into a positive one, positively affecting prospects or aspiring customers who follow your social media accounts. 

After you have taken the conversation offline and resolved the issue, send a follow-up message or comment like, “Hi [Customer’s Name], we hope the resolution we provided has met your expectations. Please let us know if there is anything else we can assist you with. Thank you for making things right. 

You can also turn around the negative experience by incentivizing the solution, such as providing a discount on their next purchase, free gift coupons, free delivery, etc. Such tokens of appreciation show customers that you value them and that top-notch customer service is a normal part of your business.

In the example below, McDonald’s India follows up with the customer who raised concerns regarding food ingredients. Even after offering a resolution, they followed up and asked the customer to nudge back.

Source

Consider adopting the following best practices for following up on provided solutions:

• Reiterate the solution: Briefly summarize the steps to resolve the issue and any additional information or resources provided.
• Check for satisfaction: Ask the customer if they’re happy with the resolution and if there’s anything else you can do to assist them.
• Offer additional support: Provide contact information for further assistance if needed.

This extra step shows the customer that you value their business and are committed to providing excellent service. A satisfied customer will likely update their review to reflect their improved experience, benefiting your business’s online reputation.

Bonus: Track your negative reviews with Keyhole

It’s almost impossible to keep a tab on every corner of the internet where your brand is mentioned. But this shouldn’t be as exhausting as it sounds if you use Keyhole. With Keyhole’s advanced trackers, you can spot those pesky negative reviews before they spiral out of control. 

Consider it your 24/7 surveillance team dedicated to protecting your brand’s online reputation. 

To start with it, consider taking the following steps in your Keyhole tool for enhanced reputation management.

1. Log into your Keyhole account. Select the “Listening and Campaigns” tab. 

2. Click on the orange “Add New Tracker” button. From the dropdown menu, select the “Add Advanced Tracker” option. 

3. It will take you to a new page (shown in the above screenshot). Now simply add keywords or brand names you want to track, select the platform to monitor, and add criteria and subtrackers as required.

4. Set the tracker name and make a custom URL. 

5. The system will notify you every time there’s a mention of your added brand names. 

With this set, you can —

• Spot trouble early: Set up alerts and get notified when someone mentions your brand so that you can address any negativity before it spreads.
• Gauge the sentiment: No more manual sifting through endless comments, as Keyhole offers sentiment analysis to categorize mentions as positive, negative, or neutral automatically. This gives you a real-time snapshot of how people feel about your brand.
• Benchmark against competitors: Compare your brand’s online reputation to the competition and identify areas for improvement.

Bottomline

Negative online reviews on social media accounts are a challenge that every business faces, no matter how hard they try. Rather than defending your brand or accusing customers of anything, take these reviews as opportunities to learn, grow, and connect with your customers on a deeper level.

Don’t just acknowledge their concerns. Instead, take prompt actions, provide solutions, and communicate with a purpose to address their challenge. Take conversations offline if you think solutions need proper space for communication, and if there’s a quick fix, provide the same over the social platform.

Ultimately, your responses and solutions are not just for the dissatisfied customer but also for the wider audience who’ll read these interactions. A well-handled negative review can highlight your commitment to customer satisfaction, demonstrate your problem-solving skills, and even turn critics into loyal advocates.

Transform from a reactive firefighter to a proactive reputation manager with Keyhole’s negative review tracking capabilities.

Author Bio

Taher Batterywala is an SEO and Growth Content Marketer. With over 7+ years of B2B marketing experience and a diversified skill set, he helps craft winning strategies and execute end-to-end campaigns for B2B and SaaS companies to achieve scalable organic growth. Outside of work, he enjoys watching movies, photography, and dabbling in design. You can find him on LinkedIn and X.

The post 5 Ways To Respond To Negative Online Reviews On Social Media appeared first on Keyhole.

Adidas was always meant for great things, even going by their seemingly humble origins in 1920s Germany. Dassler brothers — Adolf and Rudolf — started a sports footwear business from their mother’s laundry. When they split, Adolf founded Adidas while Rudolf went on to found Puma. 

The rest is sporting history.

Today, one of Adidas’s most famous sponsors is Bayern Munich, the football club. But going beyond football, they have sponsorships with notable athletes, sports clubs, and national teams worldwide. Known for their active celebrity and athlete campaigns, it is no surprise Adidas has millions of followers across social media platforms.

Let’s plunge into Adidas’s social media strategy.

Analysis of Adidas’s social media accounts

Adidas is the leading sportswear and footwear brand in Europe, and the second largest worldwide (closely behind Nike). Correspondingly, they have a massive online following across their various social media accounts.

Here are the total followers Adidas has on their main accounts:

• Instagram: 28.14 million
• Facebook: 40.95 million
• Twitter: 4.38 million
• LinkedIn: 3.46 million
• TikTok: 38.2 million
• YouTube: 1.1 million

Their football-specific and apparel accounts also have millions of followers.

• Adidas Football on Facebook: 26.71 million
• Adidas Football on YouTube: 1.5 million
• Adidas Football on Instagram: 33.7 million
• Adidas Originals on Instagram: 34.4 million
• Adidas Originals on Twitter: 4.1 million

The number of followers for Adidas Football is not surprising since they are one of the OG sports shoe manufacturers. 

But, it’s interesting to note Adidas Originals, their spinoff apparel venture, has more followers on Instagram than their main account. It shows how their social media marketing for Adidas Originals ties in with the current trends of athleisure wear.

What makes Adidas’s social media strategy successful?

While Adidas has a long and trendsetting history of manufacturing sports shoes, they do not rest on their laurels. They continue to innovate in the realms of sports and footwear. Adidas also actively seeks to expand interests to other fields, roping in diverse industry stalwarts to help their mission.

They go beyond collaborations, ensuring their content marketing strategy is tailored to their audiences. Adidas’s social media strategy includes the following effective methods:

1. Leveraging collaborations with celebrities and star athletes

For the 1936 Summer Olympics, Adolf Dassler and his brother drove from their hometown Bavaria to Berlin to convince sprinter Jesse Owens to use their handmade spiked shoes. Owens went on to win 4 golds, and the Dassler brothers saw their sales skyrocket. To this day, collaborations with big names are one of Adidas’s best plays for their marketing strategy.

For example, take their collaboration with singer Pharell Williams. This limited collection was promoted by Adidas on their Facebook, Instagram, and other social media pages. It also drew in Pharell Williams’ fans who follow his social media accounts.

2. Posting steady updates on products and campaigns

Any new product launch or update from Adidas is preceded by a lot of buzz on social media. Brand loyalists and potential new consumers are targeted with exciting new offers, countdowns to new stock, and updates on limited edition items. 

Along with updates on the new collections or lines, they also weave in beautiful narratives and themes, for example, in their Samba and Gazelle sneakers. Adidas’s social media strategy of prompt and unified updates leads to audiences being engaged and deeply invested in Adidas’s online accounts.

3. Curating online content for regional marketing

Currently, the biggest sports associated with Adidas might be baseball, basketball, football, and Olympic sports. These are wildly popular in Europe and have a substantial consumer base in the US and other markets. But Adidas has also ventured into other countries and sports. 

For example, in India, Adidas’s content marketing strategy revolves around sports such as cricket, boxing, and wrestling. One look at the Adidas India Instagram page will tell you all.

Adidas’s marketing strategy in India also includes roping in Bollywood celebrities such as Ranveer Singh and collaborating with boxers such as Zareen Nikhat and Lovlina Borgohain. They even roped in the Indian cricket team to wish actor Shah Rukh Khan on his birthday, drawing in Indian sports and film enthusiasts alike.

4. Creating content in different formats

They dabble in different content styles and formats offered by social media applications and platforms. Adidas’s content marketing strategy involves a dynamic mix of text-based and highly visual posts.

With multiple reels, stories, videos, highlights, carousels, static posts, retweets, and interactive polls, they keep online audiences hooked to their platforms.

5. Using social listening to stay on trending themes

Where Adidas’s social media strategy really shines is how they capitalize on trending themes and current topics using social listening. Especially if something has caught the fancy of younger audiences, such as a meme or a viral moment, Adidas finds a way to use this in their next social media post.

Take the ever-popular lingo ‘stan,’ for example. Way back in 2014, Adidas UK promoted their long-running Stan Smith line of shoes along with a clever campaign inviting users to share selfies with the #stansmith hashtag. They showed audiences online how much they ‘stan’ being a super-fan of somebody or something, starting with the audience.

6. Interacting and engaging with audiences 

The initiative described above is also a fine example of Adidas’s social media strategy of actively interacting with audiences. For those who submitted selfies with the #stansmith hashtag, Adidas made good on their promise to give them a personalized Stan Smith tongue logo.

Not only does Adidas constantly call on audiences to participate in such fun challenges, but also promptly replies to comments and reposts user-generated content, particularly on Twitter. 

7. Emphasizing social change and advocacy

A big part of Adidas’s content strategy involves raising awareness for social causes and advocating for important issues such as sustainability, climate change, waste generation, human rights, employee development, and women empowerment.

Take their ‘Move for the Planet’ initiative, which helped them raise funds for various global charities while encouraging people to move. Showing they care on social media helps them incentivize others to do the same and also appeals to conscientious people. 

8. Maintaining brand identity in online campaigns

Slogans such as ‘Adidas is all in’ and ‘Impossible is nothing’ are famous and iconic because of how closely Adidas’s marketing strategy keeps true to their branding message and identity. Just like how Adidas products have the distinct three-stripes logo, they also propagate this as a culture online. 

With consistent and cohesive messaging of ‘3 stripe life’, Adidas maintains an unshakeable position in the minds of audiences.

Overview of Adidas’s social media strategy 

Adidas has given us memorable ads, videos, and campaign slogans as part of their marketing strategy. It’s no wonder they’ve attracted millions of audiences from all walks of life, eager to view their posts and stories.

Let’s look at what those numbers mean in terms of actual engagement.

1. Adidas on Facebook

With 40 million likes on their official Facebook page, Adidas previously had an active presence on the platform. However, over the last couple of years, they’ve shifted focus away, prioritizing the more fitness and fashion-conscious audiences on younger platforms such as Instagram, Twitter, and TikTok. 

In fact, their last post on Facebook is from February this year, though it did generate 2K likes and hundreds of comments.

2. Adidas on Instagram

Adidas’s main account on Instagram might only have 6 posts in the last three months, but they’ve generated a whopping 466,669 engagements out of those posts. This goes to show how effective Adidas’s content strategy on Instagram is.

Carousels are, in fact, their most frequent type of post and unsurprisingly, their most engaging post type.

3. Adidas on YouTube

Adidas’s social media strategy on YouTube is a revelation. Even though they have only 1.1 million subscribers here, their videos have a total of 50.6 million views. In the last three months alone, they got 25.7 million views on the 27 videos they posted in that duration.

Clearly, Adidas’s YouTube strategies are robust. 

For example, Adidas’s content strategy of closely following cricket and tapping into those audiences paid off. Their India Cricket World Cup video has the most views at 22 million.

4. Adidas on Twitter

Adidas has tweeted 377 times in the past year, leading to 273,822 engagements. Their following on Twitter is small compared to Instagram and Facebook. But Adidas’s marketing strategy for Twitter includes active tweeting, replies, and carefully selected content format, which has a great impact.

Their tweet hailing Messi as the ‘GOAT’ (‘Greatest of all Time’, smart use of current lingo) is their top post with 116,919 engagements and 109,518 likes. The tweet includes a picture of Messi. This combo format has proved effective as tweets are their most engaging post type on Twitter, with photos being the most engaging media type.

Master the social media game with social listening and monitoring 

Adidas was officially founded 74 years ago, but their origins date back around 99 years. 

Amidst multiple world orders and national and international tensions, Adidas has kept their focus firmly on their footwear and sportswear innovations. Their transition to the age of digital presence and online marketing has been smooth and fruitful. Today, Adidas is a maestro in social media marketing.

The key tenets of Adidas’s social media strategy are:

• Collaborations with celebrities and other big brands and labels such as Pharell Wiliams and Stella McCartney, leading to increased online appeal and promotions.
• Active engagement and interaction with consumers, audiences, and influencers, keep people connected with the brand and its products.
• Cashing in on viral moments, social media trends, and current topics using social listening and tracking to ensure their content strategy is always fresh and relevant.

Wondering how you can use these strategies to boost your social media marketing?

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Today, Chanel’s social media strategy seamlessly combines the decadent luxury of their elite roots and the more youthful allure and vibe of the 21st century. This works across all their campaigns, initiatives, and outreach programs.

In this blog, we’ll take a closer look at how Chanel has designed and executed its social media strategy for maximum impact and pull.

Let’s begin by examining their social media accounts.

Analysis of Chanel’s social media accounts

If you look at Chanel’s social media platforms, you’ll notice the brand has retained their traditional luxurious appeal while simultaneously being very modern in their engagement with audiences. 

Chanel has gone beyond their niche consumer base and nurtured a widespread community in the realms of fashion and apparel. They’ve put out diverse and relatable content and maintained a healthy relationship with audiences.

It’s no surprise then that this iconic brand has millions of followers across different social media platforms. Here are some of them:

• Instagram: 59 million
• Facebook: 23 million
• Twitter (now ‘X’): 13.3 million
• LinkedIn: 2.27 million
• YouTube: 2.39 million
• Reddit: 14K (run by ardent fans)

Chanel also has other secondary accounts that have hordes of followers, especially on Instagram:

• Chanel Beauty: 6.1 million
• We Love Coco: 400K
• Chanel Beauty Korea: 143K
• Le 19M (a Chanel initiative): 109K

So, how did a niche brand like Chanel gather such a large base of followers?

What makes Chanel’s social media strategy successful?

Chanel’s social media strategy is a well-thought-out mix of impactful visuals that feature glamorous and high-brow narratives. Using social listening, they strike a balance between leveraging their prestigious legacy while staying on top of ongoing trends, social issues, and current events.

Here are some features of Chanel’s marketing strategy:

1. Dabbling in diverse content formats

Chanel’s content strategy tends to leverage video marketing and advertising. Their YouTube channel is an engaging platform filled with interesting celebrity interviews, new product launch ads, animated story snippets around jewelry lines, and teachable videos.

For example, take this set of animated shorts created for their Coco Crush fine jewelry line.

Content like this immediately appeals to a younger audience while the longer videos depicting fashion history and Coco Chanel’s legacy appeal to a more mature crowd.

However, they also go beyond video campaigns. 

Chanel’s content marketing strategy includes creating and sharing content in various other forms. They use teaser ad reels on Instagram, story highlights, static posts with grabbing visuals, carousels, text-based content, and retweets.

2. Staying fashionably aloof

On Instagram, Chanel famously follows only its beauty channel (@chanel.beauty), an arts and crafts initiative by Chanel itself called Le 19M, and a publishing house founded by Karl Lagerfeld — an instrumental creative director for Chanel from 1983 to 2019. 

In an era of active audience interactions and uber-responsiveness, Chanel’s social media strategy is different but effective. Chanel maintains its cool distance, fueling an air of mystery and unattainable luxury.

Of course, this does not mean Chanel is not engaging with audiences. Rather, their engagement strategy is to create and post striking content, particularly videos and graphic posters, that keep audiences coming back for more.

3. Emphasizing engaging content

Chanel does not merely rely on sparkly visuals and trending music to showcase their brand identity or tell the world about a new collection. 

They use social tracking and listening in subtle but effective ways, making them in tune with their sophisticated and discerning audience. And they ensure their content tells a story of beauty, class, grace, and desirable luxury.

Behind-the-scenes videos, collaborations with influencers and celebrities, interviews with industry experts and fashion gurus, and relevant commentary on the fashion and retail industries are just some of the types of content they put forward for social media consumption. 

Take their Chanel Connects campaign, for instance. It’s a deeply meaningful and engaging arts and culture podcast. The podcasts feature interviews with celebrities such as Timothee Chalamet, Penelope Cruz, Sarah Margaret Qualley, Savanah Leaf, and Jon Gray.

4. Having consistent branding and product identity

Chanel is so iconic that whenever we hear ‘No. 5’ anywhere, our minds immediately jump to the N°5 PARFUM the brand is so well known for. 

One of the ways they’ve achieved this global recognition is through consistent branding and strict adherence to their visual identity. In fact, a brief history of Chanel shows whether a change in world order, suffrage movements, or global pandemics, Chanel has remained true to its brand values and imagery while evolving with the times.

This consistency in branding is evident in Chanel’s collections which hark back to the fluid dressing freedom Coco Chanel envisioned and brought to life for women, way back in the early 20th century.

5. Leveraging influencer and celebrity partnerships

Chanel’s social media strategy also incorporates influencer and celebrity partnerships with people in different fields and industries. For example, take their Chanel Connects podcast featuring culinary legend Ruthie Rogers and Bronx-based chef Jon Gray. 

Apart from being featured on their official YouTube channel and Apple podcast, Jon Gray shared snippets on his Instagram account, thus extending Chanel’s reach to wider and more diverse audiences.

6. Making use of rich storytelling 

Chanel’s appeal revolves around how niche and luxurious the brand is. But instead of crossing into snobbish territory, Chanel puts their spin on how this narrative is received by audiences worldwide. 

Chanel’s social media strategy cleverly incorporates stunning camera work and graphics with a plot, a storyline, or a slice-of-life moment that is immediately relatable and desirable. 

Besides this, the brand has a great collection of real-life short films like Priscilla and clips that capture stunning stories from their illustrious history. This makes the brand’s marketing strategy impactful and effective across diverse audiences, reeling people in with their wonderful storytelling.

7. Sharing new collections and launches

When Chanel launches a new line of fine jewelry or puts up their seasonal collections, their social media platforms buzz alive with relevant and informative posts. 

You can see above how their current Coco Neige 23/24 collection is being displayed and marketed on their website and their official Instagram page. This prompt and active sharing of their latest products and launches is a great marketing strategy to connect with and engage audiences.

8. Supporting social initiatives

Chanel makes it clear — opulence goes hand-in-hand with environmental preservation. This helps their marketing strategy as it shows audiences they care for causes that matter. 

For example, Chanel is a big advocate of sustainability and reducing their footprint to help bring out positive social and environmental change. 

Their social initiatives and advocacy also reinforce Chanel’s image of being a brand that truly cares and takes action.

Chanel’s social media strategy at a glimpse

This prestigious brand boasts a large following across multiple social media platforms. Let’s look at how much engagement they truly generate out of their social media strategy:

1. Chanel on Instagram

With 5,772 total posts and over 59 million followers on Instagram, Chanel excels at keeping their audiences engaged. For example, in the first week of October, they garnered over 1 million engagements since they shared their new line and collections. 

While they post a lot of videos, carousels are the most popular with audiences, leading to the most number of engagements.

2. Chanel on YouTube

Chanel has 2.4 million subscribers and 1,389 videos. And they’ve generated over 708 million views, proving how effective their YouTube marketing strategy is. 

Their content-forward videos and culture campaigns gain them a lot of traction in terms of views and likes. The Coco Mademoiselle fragrance ad featuring Whitney Peak became their most viewed video this last year.

3. Chanel on Twitter

Considering their reserved and limited-to-none interaction approach, it’s not surprising Chanel’s Twitter game falls behind, compared to how they perform on YouTube and Instagram. 

While they have over 13 million followers and a total of 4,218 tweets, there has been barely any activity in recent times, subsequently resulting in less than 1,000 engagements. 

In fact, they last tweeted in November 2022, featuring Tilda Swinton. However, despite the low activity on Twitter, there is still traffic on their page and interest in their past tweets.

4. Chanel on Facebook

Coming in third compared to their YouTube and Instagram accounts, Chanel’s Facebook page has over 23 million likes. The post with the most engagements is an interview with K-pop idol Jennie, showing how they tap into Korean audiences and global K-pop fans. 

An interesting point to note here is how effective their posts with links are: even though they comprise less than 1% of their posts, these generate so many clicks, showing people care enough to leave their current page to see what Chanel is talking about.

Ace your social media strategy with engaging content

Over the years, Chanel has built an empire in luxury fashion and attire, and they continue their effective marketing strategy by using their social media presence. 

The key to their social media marketing strategy is:

• Creating and posting content high on storytelling, well-crafted narratives, striking visuals, and impactful messaging
• Using social listening and tracking tools to curate relatable and trending content 
• Roping in influencers and celebrities in their initiatives, ad campaigns, and podcasts to better connect with audiences 

Whether or not you want to cater to niche audiences or be more widespread in your reach, you can implement a great social media strategy with the right tools.

Ready to try social listening?

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The post Chanel’s Social Media Strategy: Fashioning Engagement Online appeared first on Keyhole.

In this post, we will take a well-rounded look at Starbucks’ social media marketing strategy, the different kinds of posts it shares and the kind of engagement they get.

Here’s a look at Starbucks’ main account and follower counts.

• Instagram: 18 million followers
• Facebook: 36300608 likes (34005 talking about this · 1030419 were here)
• Twitter: 172.3k followers
• LinkedIn:  2659357 followers
• TikTok: 10.3 million likes, 2.3 million followers
• YouTube: 374K subscribers 669 videos

They also have several sub accounts that exist as spin offs from their popular drinks.

1. Uses multiple content formats
2. Engages with the audience
3. Follows viral trends
4. Social listening
5. Shares product updates
6. Builds customer relationships
7. Offers customer support
8. Provides social proof

Key takeaways from Starbucks’ social media marketing strategy

Trends always come and go. But they also make an impact on buyers’ journeys. It’s important for businesses to adapt to current customer needs and preferences.

Given shifts in the social media space and TikTok’s raging popularity overtaking some of the de facto leaders, there are even more avenues for brands to get in front of their audience now more than before.

New content formats keep evolving with fresh ones always giving you a chance to try and experiment with.

Starbucks’ social media strategy is unique because it’s built around customers’ experiences. Through storytelling, Starbucks showcases products effortlessly and integrates these products into clients’ lives.

1. Leveraging user-generated content

Starbucks encourages its customers to share their experiences through user-generated content (UGC). They actively promote hashtags, such as #StarbucksLove, and feature UGC on their social media channels.

This strategy not only strengthens the bond with customers but also provides a platform for fans to showcase their creativity and loyalty. This helps even more people relate to Starbucks.

2. Engaging with customers through interactive content

Starbucks uses interactive content to engage with its audience. They create polls, quizzes, and contests to encourage active participation.

By involving their customers, Starbucks creates a sense of involvement and fosters a stronger connection. Anybody could use this strategy. You don’t have to be a B2C company.

3. Creating social media campaigns

Starbucks designs captivating social media campaigns to generate buzz and attract attention. Whether it’s seasonal promotions, new product launches, season specials or even a cause-related campaign, they develop compelling content surrounding these products and leverage influencers to amplify the content’s reach.

These campaigns help Starbucks generate excitement and engagement among its followers. To automate this, you will need a social media management software.

4. Influencer collaboration for brand advocacy

Starbucks collaborates with influencers to enhance its brand advocacy. They vet influencers who align with their brand values and have a significant following.

By partnering with influencers, Starbucks extends its reach to new audiences and benefits from the influencers’ credibility and influence over their online audience.

5. Monitoring and responding to customer feedback

Starbucks understands the importance of actively listening to its customers on social media. They monitor their social media channels to address customer queries, concerns, and feedback promptly. This approach shows their commitment to customer satisfaction and helps maintain a positive brand image.

One of the primary reasons for Starbucks’ social media success is the way they construct its brand image around its core audience.

Starbucks’ marketing strategy is entirely aligned with the brand’s mission – it’s inspirational and nurturing the human spirit.

Overall, Starbucks is a brand that extends its social media presence way further than solely product promotion, being focused on rather emphasizing the Starbucks lifestyle, which is known for its sense of belongingness and inclusion.

A glimpse at Starbucks’s presence on social media

1. Starbucks and Facebook

Starbucks recently added over 710,000 new Facebook followers. Starbucks only posted 158 times in a week making it to a posting frequency of 3 times a week on average.

So how do they engage their audience with the less is more strategy? They have over 36,313,537 likes on Facebook.

Truth be told, they know really well what the customers wanted. Their new drinks starting from Frappuccinos to Spice lattes managed to create a cult-like following for them.

The brand doesn’t post too often but whenever they do, it creates a frenzy among its audience. The brand posted more photos than similar brands and they have higher engagement around their content compared to competitors.

Their photos get several hundred comments and hundreds of shares. The visual content carries updates about the latest products. Some popular drinks are seasonal and their recurrence tends to generate a lot of buzz on social media.

These posts are colorful and quirky. Resultantly, they managed to generate millions of likes and several thousands of shares. You can create amazing backgrounds for your images with the help of free procreate brushes.

The brand promoted posts with limited-time deals and offers resulting in FOMO creating high engagement for them. Starbucks uploaded 60 plus videos that all got high engagement.

They also promoted the second season of their popular video campaign Upstanders. The series features stories of regular Americans who stood up to make a difference in their communities. The video teasers received great engagement resulting in 53,000 shares.

Starbucks’ Facebook strategy is based on replying to almost all conversations from their 158 posts. This gives reassurance to the audience that their comments will be listened to. They received 100% positive sentiment from their audience. 

2. Starbucks on TikTok

Starbucks has a unique social media marketing strategy that has contributed to its big success online. They craft campaigns, product posts, and social posts catering to different events or holidays. 

This helps Starbucks create a sense of urgency in the minds of consumers to try out its products sooner than later. Starbucks captures the human element in their TikTok content.

They feature real humans in their videos and created a humanized presence for the transnational brand.

To be successful, authenticity is paramount on TikTok. Starbucks creates and posts new content every two days and integrates two to three hashtags regularly.

3. Starbucks on Instagram

Instagram is one of the coolest social media channels with Starbucks investing plenty of marketing resources into Instagram to accomplish a great feed and establish their social media presence. It wouldn’t be wrong to say that Instagram is where they promote themselves the most and in turn get the highest engagement.

It creates aesthetically pleasing content which is the biggest reason users love the content Starbucks creates. Starbucks gets loads of engagement on Instagram.

The vibrant Instagram-friendly face is what you see on Unicorn Frappuccino. They posted 240 posts of which 45% were photos and 48% reels. Their most popular posts were carousel posts.

Starbucks posts pictures of its products in unique settings. Colorful lifestyle posts that capture the essence of sipping coffee beside wild captions and artsy videos all speak to the quality of the brand and bear testament to its ambience, taste and more on Instagram. The product centered posts are one of the most engaging types of content on Instagram.

Starbucks uses hashtags to create excitement among users, transforming their customers as content creators for the brand. The brand curated 15 hashtags which it used to drive engagement. Some of their most engaging themes were #icedcaramelmacchiato, #IcedCoconutMilkMochaMacchiato and #pinkdrink.

It organizes its Instagram content to create chromatic themes and seasons that speaks to its visual journey as well as sales strategy.

Besides, Starbucks also lightens up the mood and lifts spirits with emojis inside Instagram captions to appeal to the masses with friendly tones.

Lastly, Starbucks plan reels and single images, scheduling a mix of both formats to their Instagram account. This is smart as the brand sticks to what it is great at and catches attention with visuals but also adapts itself to online video consumption thus using the best of both worlds. Starbucks posts daily on Instagram. Plus they invest much more heavily into Instagram compared to TikTok.

4. Starbucks and YouTube 

Starbucks has been and continues to be a visionary brand that adapts its marketing to match trends and creates creative content in response to trends.

It’s the same creative approach that it has tailored to its video content. Starbucks if they joined TikTok starting from its earlier days and made use of Reels like with YouTube shorts then things would have been a little different. They would have had an even larger following now than before.

Starbucks is only now starting to create YouTube shorts.

Comparing the brand’s TikTok videos with Reels and now Shorts, you can see that Starbucks offers a unique and distinct approach in its content marketing strategy.

Starbucks has a more fun vibe and aspires to be inspirational. Starbucks in a bid to be inspirational conducted interviews of its customers and got them talking about their life journey. These videos garnered millions of views in hours of posting them.

Starbucks has over 374,000 subscribers on YouTube and uploaded over 669 videos.

The brand uses a variety of videos to attract fans. Their YouTube strategy involves showcasing product-based videos. They have an original content series called The Upstanders followed by an animated series 1st and Main.

Another engaging piece of content they posted is a 1-minute video that features veterans. The video has had 2.6 million views. 

Another popular campaign is Good Feels Good where they have 7 videos featuring a diverse group of people. Snippets and other content from those videos made it to the brand’s site, to its different social media channels and more.

The 1st Main video was released during the holiday season in 2016 and got over 430,763 views. These videos helped grow its subscribers by 24.8%.

5. Starbucks and Twitter

The next stop on the list is Twitter. They have almost 12 million Twitter followers and it has become a platform for customer service as well. They tweeted 57000 times and added 134000 new followers.

On average that means 155 tweets per day with 99% of tweets being replies helping us gauge the value they generate on the platform. Plus it goes on to show how deeply they care about their own customers.

The tweets showcase products primarily through user-generated content. They also showcased photo collages with gifs and funny videos.

Their Twitter campaign strategy revolves around sharing the experiences of their followers and this alone has helped them grow their account manifold.

The brand showcases its followers by retweeting their tweets and interacting with them. They use featured tweets to highlight messages from customers and followers. This tone of voice and apt wit makes their tweets hit a home run.

The most popular post type on Twitter is the reply post type and they commonly post textual replies.

In addition, the brand ensures that all of its customers are heard and they’re keen on responding to messages whether they be negative or positive. They take the time to reach out to each customer, make sure these customers are appreciated. They reply to 11k tweets in under 6 hours. The reply rate peaks from 9 am to 3 pm.

Starbucks’ has several Twitter accounts ranging from Pumpkin Spice latte to Frappuccino. These Twitter accounts are followed with great gusto. Photos receive the most engagement on their Twitter profile.

Starbucks is always in the news?

Starbucks knows the internet inside and out. They are a constant target and despite that, they never shied away from talking about topics that could be seen as divisive.

#BoycottStarbucks has been a hashtag that trended on social media channels for quite some time. In 2017, the company announced the decision to hire 10,000 refugees after Trump’s decision to bar refugees.

The coffee chain responded to the backlash by announcing that as part of the refugee hiring plan, they would initially focus on hiring those who have served with U.S. troops as interpreters and support personnel abroad.

In August 2017, Starbucks was the target of a hoax in which the coffee chain would supposedly give out free coffee to undocumented migrants in the US. The company immediately took to Twitter, replying to multiple users and denying any such campaign.

The brand was caught in yet another controversy during the holiday season. They released their newly designed, annual holiday cup with a video that proclaimed “The holidays mean something different to everyone.” Even though the video itself did not garner a negative reaction, some viewers saw it as a reference to the inclusion of gay and transgender customers.

Buzzfeed fueled the debate, paving the way for an angry online backlash from conservatives. Starbucks did not confirm the legitimacy of these claims, but responded positively to a tweet supporting the cause.

Conclusion

After reading this article, you might have now realized the importance of social media for your own company. Social media when done right helps you create engagement and fanfare for your brand. However if you don’t know what your successful competitors are doing right, you’re flying in the dark.

To monitor similar brands and get an inside scoop on their marketing strategy you can use Keyhole.

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In fact, from the foundational years itself, Apple drew a large number of unwavering loyalists. The company had already enjoyed success with its 1977 Apple II computer, and in 1980, it went public successfully. And there has been no looking back since then. 

Apple garnered commercial success and critical acclaim for making high-end computing systems accessible to the everyday person. They are one of the biggest and best-known companies today and have a captivating presence worldwide.

Their advertising campaigns are iconic without being superfluous. And their slightly regal but warm approach extends to their online presence and marketing. 

In this blog, we will explore Apple’s social media strategy and what makes them click with their vast audience.

Analysis of Apple’s social media accounts

As a top player in computers, laptops, and mobile devices, Apple has millions of followers across its social media accounts. Back from the days of their landmark 1984 advertising campaign and their ‘Think Different’ campaign, Apple has crafted a solid spot for itself among consumers worldwide. 

Today, Apple’s social media presence is quite fascinating — they are either very active on a particular platform or not at all. They might come across as reserved on some of their accounts, but they maintain a great rapport with audiences. And with help or support channels, they are very hands-on. 

Let’s examine the total number of followers on their main accounts:

• Instagram: 31.9 million
• Facebook: 14 million
• Twitter: 9.6 million
• LinkedIn: 17.6 million
• TikTok: 3.1 million
• YouTube: 18.6 million

So, here is a closer look at Apple’s marketing strategy and how they manage to keep people engaged with their social media.

The reason why Apple’s social media strategy works

Apple’s biggest following is on Instagram and YouTube, which makes sense given their video-forward marketing campaigns. 

They have millions of followers, though they barely follow anyone back. While Apple’s marketing strategy varies from platform to platform, they focus on giving consumers gripping and visually striking quality content.

Here are some key ways in which Apple’s social media strategy works.

1. Posting intriguing content and narratives 

Apple’s social media strategy matches their ‘real’ world marketing campaigns regarding style and content. Whether a video or image of the product being used or something created with an Apple device, the result is stunning. 

Apple’s content strategy is driven by real-life stories and picturesque frames. 

Take this fascinating video on Apple’s YouTube channel, for example. The narrative focuses on productivity and creative culture with a real industry-based example with a catchy tune and song. No wonder this is more attractive to people than videos merely endorsing the iPhone’s qualities. Such posts also appeal to filmmaking enthusiasts and other audiences as it is entertaining and aspirational.

2. Actively engaging with consumers

Talking about an iPhone or iPad’s quality, make, and technical versatility is moot. Apple has proved its mettle, product-wise. But they take it further by maintaining the same quality and performance where help and support are concerned.

And this extends to their online presence. The main Apple account on Twitter, for example, is pretty inactive. But not Apple Support on Twitter. 

A consumer approaching the Apple Support channels with a query or problem is given the same care and attention they would receive at an Apple Store.

3. Sharing user-generated content and collaborating with celebrities

Many brands share user-generated content, but Apple does it with such a discerning eye that every reel or post is a treat to the senses. On Instagram, Apple’s official page is filled with collaborations with other influencers and great-looking videos commissioned by them. 

Apple’s social media strategy also uses impactful celebrity and brand collaborations. 

Take this catchy dance reel by K-Pop band New Jeans: Apple featured this video on their Instagram page, promoting the video-stabilization features of the iPhone 14 Pro. New Jeans has 10 million followers on Instagram, so this post drew in their large fanbase as well.

4. Maintaining their regal status online

Apple’s social media strategy involves being a little reserved in its online approach. This is a method followed by other notable luxury brands like Fenty Beauty. 

Apple does this without being condescending and grandiose. They maintain a balance between being slightly exclusive and limited in their follow-backs and posts and being actively engaged with audiences as well.

5. Giving active updates about new launches 

Apple has nailed the art of creating eager anticipation for their new products and updates, weeks and even months in advance. Usually announced at Keynote Addresses during Apple Events, these are preceded and followed by updates, promos, and ads all over their social media platforms. 

Apple’s marketing strategy here is to keep the hunger for their next innovation burning bright in audiences’ minds. A new launch post or video is met with a lot of fanfare, discussions, retweets, memes, and millions of likes and shares. 

Here is a recent example from their launch of the new MacBook Pro on YouTube.

6. Leading social change and initiatives

Known for being big on data protection and privacy, Apple has also taken a strong stance on many social issues. They vocally advocate for the environment on their website and social media platforms. Apart from environmental issues, their advocacy also covers social and education fields. 

The awareness they raise by using their considerable might and online presence does a lot of good worldwide. And this also helps aid Apple’s marketing strategy. People feel positively and engage more with brands they know care about more than just commercial success.

7. Being consistent with their branding and identity

Being instantly recognizable is one of the key tenets of a company’s branding philosophy, and the same applies to Apple’s marketing strategy. Apple is indisputably one of the best-known and recognized brands around the world. 

The ever-consistent branding and identity are maintained across all their online portals and channels, reflecting the same minimalist ideology that drives the products and Apple’s marketing strategy.

In fact, their already minimal bitten-apple logo used to be multi-colored, then gradient-filled until Apple started going full-tilt monochrome in 1999. And this elegance is still one of the most attractive things about an Apple device. 

The high status associated with this tasteful approach helps Apple connect with people who share the same mindset and values. 

8. Supporting pioneering individuals and creatives 

A lot of independent filmmakers, graphic designers, small-business owners, and creatives swear by Apple Macbooks and iPhones. They depend on the reliable processing power, speed, and quality outputs offered by an iPhone or Macbook Pro.

And Apple recognizes and supports such individuals and ventures, especially by featuring them on Instagram. 

Sharing success stories that laud and promote creatives on social media is a core part of Apple’s content strategy. On one hand, they gain favor and interest in the eyes of the public by leveraging good content and promoting artists. On the other hand, this draws more traffic to their pages.

Apple’s social media strategy at a glance

Being one of the Big Five tech organizations (FAANG) — Apple’s massive online following is very well-deserved. 

While they actively post interesting content and engage with audiences on some accounts and channels, they barely make a peep on others. But this does nothing to diminish their online presence or reach. 

Let us see whether Apple’s social media strategy results in actual engagement:

1. Apple on Instagram

With 31.9 million followers, Apple’s Instagram page is a flourishing and rich source of great stories featuring Apple products. They are active and post regularly, with immense responses from audiences. In the last three months, Apple’s social media marketing on Instagram generated 4,379,155 engagements with just 26 posts. 

In fact, their top post is the one featuring singing sensation Olivia Rodrigo, which earned them 972,146 engagements. Needless to say, this means the singer’s huge fanbase was also engaging with Apple’s post.

2. Apple on Facebook

Considering Apple’s content strategy and target audience, it is not surprising they don’t have any posts on Facebook, even though they have 14 million followers.

What’s interesting to note however is Apple TV has 28 million followers on Facebook and here, Apple regularly posts updates and trailers for new shows and movies on their OTT platform.

3. Apple on Twitter

Again, Apple’s main account on Twitter shows no activity, even though they have 9.67 million followers here. Apple Support, however, is active and full of consumer queries and replies.

Accordingly, replies are their most common post type on Twitter, with these also having maximum engagement.

4. Apple on YouTube

Like with their Instagram account, Apple’s YouTube channel is active and filled with engaging videos and shorts. Many behind-the-scenes movies, documentaries, commissioned videos, filmmaking techniques using iPhones, etc., are their most popular content.

Since August this year, Apple has uploaded 23 videos on YouTube with a mind-blowing number of views — 206,805,708. 

And if you see the average number of views on their videos, you will see they are more or less consistently the same. It shows how each video Apple posts has the same powerful impact and engagement, thanks to their well-crafted stories and clever content strategy.

Surpass competition with the right social media strategy and tools

Maintaining a top spot among mobile and computing tech giants is no easy feat. 

But Apple’s marketing strategy is so sublime, that it makes it look effortless. And at the forefront of their social media strategies is creating and curating content with meaningful and impactful stories. This is what keeps audiences hooked to Apple’s social media channels, even non-Apple users.

The strategies in Apple’s online marketing that help them achieve this are:

• Crafting and posting videos with interesting stories and beautiful visuals showcasing how you can use iPhones creatively
• Sharing user-generated content to support and promote individuals and thus be inspirational to followers
• Collaborating with celebrities and other brands to commission and post promos digging into celebrity fan bases and followers

Wondering whether a primarily video-based social media presence can be impactful? You, too, can use social media tools and strategies to bolster your online marketing and engagement.

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The classic LEGO bricks we’re all familiar with were invented in 1949. Astonishingly, new brick sets made today are still compatible with the older ones. Everything LEGO creates can be ‘fit’ to everything else that’s LEGO. 

Even with each new fantastic LEGO iteration released, the fundamental building blocks stay the same. Unsurprisingly, the same innovation and universality are also core to LEGO’s marketing strategy.

With millions of online followers and a vocal, active, and thriving fanbase, LEGO is at the top of its social media game.

Let’s see how LEGO’s social media strategy builds on its prominence in pop culture.

Analysis of LEGO’s social media accounts

LEGO has its roots in 1932 when founder Ole Kirk Kristiansen made the first set of wooden toys. Since then, the construction toy company has expanded into film and TV, board games, video games, education, science and technology, software, and theme parks.

Sure, LEGO is a prime playground catering to the entertainment and education of children. But with its forays into films and collaborations with other pop culture icons, the brand is an adult favorite, too. 

In the age of the internet where geeks and nerds thrive, LEGO has a finger in nearly every pie. DC movies and LEGO? Check. LEGO Death Star? Check. LEGO Minecraft? Check! 

With solid market research, LEGO is never short of entertaining and culturally relevant content for its social media accounts. And where the good content is, there people flock to, in the millions, as proven by LEGO.

Here are the mindblowing number of followers on LEGO’s main social media accounts.

• Instagram: 10.3 million
• Facebook: 15 million
• YouTube: 17.6 million
• Twitter: 1 million
• LinkedIn: 1 million
• TikTok: 951.9K
• Reddit: 1.4 million

LEGO’s adjunct and spinoff social media accounts also boast engaging content and thousands of followers. The brand is a beloved global phenomenon. However, it still employs smart social media strategies to draw and retain followers.

Read on to learn how LEGO’s marketing strategy works like clockwork.

The key tenets of LEGO’s marketing strategy

The core of LEGO’s appeal is its iconic interlocking blocks used to build real and imagined structures. 

The plastic blocks came in numerous fast-selling Lego City and Legoland Town themes depicting generic life. From here, train sets, garages, LEGO Minifigures, and Lego Space were all just one hit after another.

These building sets soared in popularity from the get-go. But what launched the brand into mainstream pop culture was its collaboration with Star Wars and Lucasfilm Ltd, starting in 1999.

LEGO Star Wars was the company’s first licensed property, and it was a roaring success, both with fans of LEGO and fans of the Star Wars franchise.

LEGO was just getting started, though. Through the years since that first iconic partnership, the brand has ventured into all forms of media and entertainment. And LEGO’s social media accounts constantly leverage its widespread integration into pop culture.

Like many successful companies, LEGO’s social media strategy includes:

• Posting timely product updates and launches
• Experimenting with diverse post styles and content formats
• Maintaining consistent branding and voice
• Conducting exciting events and challenges

What the brand truly excels at is going beyond these basic strategies to engage audiences with truly spectacular collaborations and creative content. 

Let’s see exactly how the brand aces at social media marketing.

1. Creating visually striking and entertaining content

The first thing to grab your attention when you open any one of LEGO’s social media pages is the splash of color and dynamic imagery. LEGO blocks are known for their tactility and visual appeal. 

Online, the brand reinforces this appeal by creating high-quality content rich with information, entertainment value, and visual charisma.

Take this Twitter post showing audiences a day in the life of a LEGO model designer.

The content in the video is immediately striking, thanks to the colors, shapes, and fast-paced camera work. LEGO’s content strategy is geared toward people who might find this behind-the-scenes video informative and fun to watch.

LEGO is hardly new to the world of striking content and experimental video techniques. Brickfilms featuring stop motion and LEGO blocks go as far back as the 1960s. And in 2014, when LEGO released The LEGO Movie, people hailed it as Hollywood finally catching up to the charm of this filmmaking style.

Brickfilms, stop motion, and animations thrive in the age of YouTube and other video-based social media platforms. And lots of user-generated content exists out there, constantly feeding into LEGO’s online popularity. However, nothing beats the way the brand leverages stylistic videos on its social media pages.

Here’s an example from YouTube where the brand has a series of videos based around the LEGO Friends brick and minifigure sets. 

Striking behind-the-scenes videos would appeal to older kids and adults whereas such animated videos as the LEGO Friends ones would appeal to younger kids. LEGO ensures it churns out enough creative content to hold the attention of all types of audiences.

2. Collaborating with other big brands and labels

As mentioned earlier, big brand collaborations and partnerships are central to LEGO’s marketing strategy. The brand has numerous tie-ups with brands from diverse industries and realms. 

While it started with Star Wars, today LEGO has collaborations with brands like Adidas, IKEA, Levi’s, Epic Games (Fortnite), Disney, Ferrari, Marvel, and Hasbro. The list is so long, it’s likely any film, game, or media company you can think of has a tie-up with LEGO.

Case in point, Warner Bros. and Legendary Pictures released the classic sci-fi thriller Dune: Part Two in February this year. And LEGO put up multiple posts promoting its Dune-themed LEGO brick sets.

Videos showing the pieces from each set and the sets being assembled were met with a lot of excitement and eagerness online. LEGO timed these posts with the much-awaited movie release, thus drawing more out of this collab thanks to the trending topic.

3. Leveraging pop culture to the maximum

LEGO’s marketing strategy where pop culture is concerned is closely tied to its various big brand collaborations. 

Once the brand releases merchandise based on a collaboration, it doesn’t limit itself to merely promoting the launch of new products. Instead, LEGO keeps touching base with various pop culture references and fan favorites.

For instance, here’s a post that LEGO shared on Facebook displaying the photographs of the toy photography group ‘Stuck in Plastic’. 

England’s red telephone boxes are so iconic, they’ve long since become a part of pop culture. These boxes started as sore thumbs in the neighborhood, then became staples in classic movies, and are now a big tourist attraction.

LEGO cashes in on this pop culture reference with posts like the one above.

Other examples of LEGO’s content marketing strategy relating to pop culture are its posts of Dungeons & Dragon, Mario, Peppa Pig, and its own The Lego Movie throwback content. 

4. Staying on top of current themes and trends

LEGO might not jump on every viral trend out there, but the brand does keep up to date on current themes and topics. 

While LEGO’s content strategy is not overly meme-based or purely humor-based, the brand still attracts audiences who appreciate thematic content and smart references.

Take a look at LEGO’s Valentine’s Day-themed post on Facebook.

LEGO’s social media strategy is two-pronged here. On one hand, the brand dips into the trending Valentine’s Day buzz going around in February. On the other hand, the brand is also drawing in queer and ally audiences who find the inclusive message “So many ways to build love” appealing.

Another example of the brand using trending themes is this ASMR video on YouTube.

This YouTube short is created with ambient sounds of the fireplace crackling, all depicted in the typical LEGO blocks style.

5. Advocating for children, education, and social change

LEGO has exclusive brick sets and entertaining content for adults, and a majority of the fans online are adults. However, the brand doesn’t lose sight of its primary goal of creating quality, educational, and inspirational toys for children.

Going a step ahead, LEGO actively advocates for education and social change. This is seen where building and boosting children’s creativity, confidence, and capabilities are concerned. 

For example, LEGO’s ‘Build the Change’ social program motivates children to creatively tackle changes they’d like to see in the world by visualizing them.

LEGO even has separate websites and social media accounts for its education and social initiatives. LEGOeducation on Instagram is filled with community-driven content aimed at making learning a more fun and fruitful process.

Apart from this, LEGO’s social media strategy includes spreading social change awareness, like in the ‘More than Perfect’ video. 

This video is a great ad for LEGO, but the semi-scripting quality and the authentic note of encouraging young girls land well with audiences. 

Such videos and posts get people to flock to LEGO’s social media accounts looking for more inspirational and educational content.

Deconstructing LEGO’s social media strategy

LEGO is no stranger to enjoying a massive online following. And the brand posts consistently, every week, on all its social media accounts. 

Here’s what this means in terms of user engagement.

1. LEGO on Instagram

With 10.3 million followers on Instagram, LEGO has its hands full catering to the steady audience it has on the platform. The brand has a whopping 7,692,575 total engagements here, proving its success with online browsers.

The top post in terms of engagement is the 10-year homage to The LEGO Movie. The funny ‘Where are they now’ post shows characters from the movie in ‘then’ and ‘now’ style images.

This goes to show LEGO’s social media strategy of immersing into pop culture is a rewarding one.

2. LEGO on Twitter

LEGO has 1 million followers on Twitter, less than 1/10th of what it has on Instagram. Yet, this is a huge number, and the brand stays active on the platform with hundreds of weekly tweets and quick replies. 

Here are well, the top post in engagement is the one celebrating 10 years of The LEGO Movie. The post promoting the LEGO X Dune collaboration and minifigures is the second most popular one with 20,893 engagements.

But LEGO’s content marketing strategy on Twitter reveals an interesting insight: even though videos are its least frequent media type, they are still the brand’s top engagement driver. 

3. LEGO on Facebook

LEGO has a more reserved approach to Facebook in terms of post frequency. In the last three months, the brand has posted 87 times. 

Like on Twitter, LEGO’s most popular posts on Facebook in the last three months are those featuring The LEGO Movie and Dune. 

Surprisingly, text-based posts are among the least frequent but most engaging ones on LEGO’s Facebook account.

4. LEGO on YouTube

Most brands barely post one video per month where their YouTube account is concerned. But for LEGO, YouTube is a haven of new and exciting content.

With 1,296 videos posted in the last 3 months and 42 million views in total on them, LEGO’s content marketing strategy on YouTube is a lesson in humility. 

The most popular video in the last 3 months is the LEGO Friends Dance-off one with teen dance and movie idol Merrick Hanna. The video has 1,892,178 views and features Hanna dancing off against his mini-doll version.

What’s also interesting to note is how LEGO’s YouTube page gets an influx of followers now and then. The week of 18th March saw 100,000 new followers added to the channel.

Leverage influencer tracking and market research to draw audiences

The creativity and imagination LEGO inspires in its users and fans are equally matched by what the brand displays on social media. 

Everything LEGO creates and posts is highly entertaining and informative. And all of it finds relevance in pop culture and media. LEGO knows how to keep its strong foothold in the realms of construction toys and public sentiment.

The key pieces of LEGO’s social media strategy are:

• Using influencer and big-brand collaborations to give rise to continued interest and buzz around the brand’s products and new launches
• Investing time and effort in market research to learn what content will pop with audiences and be most relevant and engaging
• Crafting high-quality video content to showcase the multi-faceted potential of LEGO bricks and other LEGO products and ventures

What kind of pop culture references could your brand draw on? Should you collaborate with celebrities and influencers or with other brands in the same field? Reach out to the experts at Keyhole to learn your specific social media recipe.

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The post Lego’s Social Media Strategy: Constructing On Collabs & Pop Culture appeared first on Keyhole.