Which strategies are ultra-successful social media brands using to stay ahead of the pack?
At ZoomSphere we wanted to find out and share the knowledge with our loyal blog readers. The results are in – here’s what you need to know to up your social media game…
With a huge social media following, Lego uses a number of separate pages and sub-brands on its social media platforms. These include LEGO, LEGO Group, and Lego Batman Movie amongst many others.
This tailored approach ensures that specific content can be created for each audience.
Videos are the main type of posts that Lego uses. This includes sharing user generated content from their fans (like the example above), and also their own custom-made video posts.
Don’t expect to see the same content across Facebook, Instagram, and Twitter. Lego tends to create posts specifically for each platform demographic.
As the biggest brand on Instagram (131 million followers), National Geographic has built itself into a social media powerhouse.
Like Lego, its posts are platform specific. On Instagram, it’s all about quality visuals, while Facebook is a mix of videos, images, and website links.
Topic wise, National Geographic is not afraid to highlight the important issues of our time such as climate change, plastic pollution, and their effect on nature. This encourages a loyal and passionate audience who share posts widely and act as brand advocates.
A multiple award winning premium ice cream maker, London Dairy has forced its way into the competitive confectionary market and is now ranked alongside giants such as Galaxy and Nestle in brand index rankings.
Part of their success story has been the unique way in how they use social media, with every post written in both English and Arabic – instantly making their posts appeal to a wider audience!
Content wise, the focus is on their products. Quality videos and photos of their ice cream range and ingredients regularly help them achieve thousands of post likes, while competitions have assisted in building their Facebook follower count past 1 million.
LADbible started in 2012 and by 2014, their Facebook page was attracting over 5 million visitors each month. Currently, their follower count is over 37 million people, and social media is estimated to account for over 76% of their website traffic.
Initially focused on humour and shocking content, their social media strategy has expanded to include a wider variety of news topics, yet evoking emotion remains their primary tactic.
Nowadays, their Facebook page has an assortment of videos and news items linking to their website, while Instagram is exclusively for video and image posts.
Sell the experience!
That’s how Emirates social media strategy can be summarised. Posts across their social platforms focus on luxury, premium quality, awards and great customer service. They utilise mainly HD video and image posts to impressively showcase this.
Demonstrating their dedication to customer care, Emirates have a separate Twitter support page @EmiratesSupport, while they are also very responsive to customer questions and enquiries on their Facebook page.
Emirates content is the same across both Facebook and Instagram, perhaps in an effort to remain ‘on brand’.
Another luxury brand enjoying social media success is Land Rover. Curating platform specific content on their social channels has amassed a fan base of over 23 million people.
High quality commissioned video and image posts allows the audience to discover more about Land Rover’s vehicle range and their innovative design features. In addition, Land Rover frequently shares user generated content from their followers such as the ‘Land Rover Love Stories’ example above.
This combination serves them well in highlighting their in-demand brand.
5 Minute Crafts
A simple Youtube video idea has grown into a huge business – 5 Minute Crafts now has more than 100 million social media followers!
Here’s a breakdown of their strategy:
- Video ‘how to content’
- Web links back to their main website
- Frequent posting several times each day
- Platform specific posts
- Sub-channels and pages to target specific audiences
This focused approach works amazingly well – 5 Minute Crafts YouTube channel is now the fourth biggest channel on the platform.
Apple’s social media strategy is bizarre to say the least. Despite never tweeting from their main page, and having two Facebook posts in 2019 (cover photo updates!) these pages have still amassed several million followers, demonstrating the power of a global brand name.
Instagram is where Apple concentrates the majority of their social media efforts with a savvy strategy. They share high quality videos and photos, all taken with their products. No need to self promote when product capabilities can do it for you!
User generated content is also frequently used as they share and repost epic images involving their brand.
As with Emirates, customer support is streamlined with a dedicated stand-alone care page on Twitter.
If you want to replicate the results these successful social media brands are having, consider incorporating the following features into your own social strategy:
- Prioritise video content
- Consider dual language posts
- Share user generated content from your followers
- Make posts platform specific
- Create sub-pages to segment your audience
- Evoke emotion with your content
- Have a Twitter customer care page
Additionally, don’t be afraid to highlight the topics your company cares about. As National Geographic found out, it’s one of the quickest and most effective ways to grow a passionate fan base.