With the rise of TikTok and short-form video content material, the social media scene has entered a brand new thrilling, but extremely difficult cycle.
Let me guess – you’re in all probability considering: ”as if being a social media individual wasn’t demanding sufficient even earlier than that.” Proper? Reality be advised, it truly is. We all know it.
It’s the case for a social media supervisor in an company that has to juggle between smaller or greater manufacturers’ social media accounts and even for a model’s advertising supervisor that has to adapt the model’s general social technique to a neighborhood market.
Talking of which, our case examine for right now consists of Ben & Jerry’s social media technique evaluation, through which we’ll check out the content material views and patterns on the model’s essential account and its UK-localized one. Let’s get began!
An in-depth view of Ben & Jerry’s advertising technique
1. Ben and Jerry’s on Instagram: international and native methods leveraged
2. Ben and Jerry’s on TikTok: variations between its international and native accounts
1. Ben & Jerry’s on Instagram: international and native methods leveraged
Relating to its international social accounts, any marketer may say Ben & Jerry’s has a really fascinating content material combine.
On Instagram, the model creates its posts round two essential idea pillars: social activism and product promotion.
Being an organization that’s values-led, Ben & Jerry’s brazenly addresses totally different social issues pushed by the need to make the world a greater place, as this roots within the founders’ DNA.
Making an attempt to align the model’s native social technique with its general model picture, Ben & Jerry’s UK Instagram account equally creates content material tailor-made for these particular themes, having, nonetheless, a better emphasis on selling the model’s merchandise.
From a content material evaluation perspective, for each accounts, the one picture put up sort is the go-to format leveraged.
Transferring additional, Ben & Jerry’s international Instagram web page integrates extra carousels in its content material plan in comparison with the native account, whereas the latter determined to undertake as a secondary content material possibility the platform’s latest function – Instagram Reels.
Reality be advised, in keeping with our newest social media research, apart from being probably the most participating content material format in the meanwhile, Reels additionally generate an engagement that’s at the very least double in comparison with the opposite Instagram put up varieties.
Nonetheless, when taking a look at some efficiency KPIs, reminiscent of engagement charge, we’ll discover that Ben & Jerry’s international Instagram web page ranks greater in comparison with its native account.
Whereas this will likely increase a number of questions right here and there, Instagram professional – Jenn Herman affords a really believable rationalization for this case.
PS: To get efficiency benchmarks and evaluate a model’s a number of social accounts inside a platform, you should use Socialinsider’s Benchmarks function, which affords you side-by-side knowledge that you should use to raised optimize your technique!
2. Ben and Jerry’s on TikTok: variations between its international and native accounts
With TikTok nonetheless being very new and elevating many challenges for manufacturers which are considering of leveraging it, Ben & Jerry’s began dipping their toe in TikTok advertising with the launch of their international account.
The Ben & Jerry’s regional TikTok accounts, like its UK-based one, began to come back to life a 12 months later, solely after totally different classes about TikTok advertising had been realized and the model gained a deeper understanding of what ways are most certainly to work.
Now let’s see the secrets and techniques of adapting to a neighborhood market, in keeping with Ben & Jerry’s TikTok advertising technique.
In comparison with its international account, Ben & Jerry’s regional account integrates rather more humor into its movies.
@benandjerrysuk Once you hear Ben & Jerry’s have new Sundaes… @imanievans__ 😍😍😍 #fyp #trending #viral #healthful #benandjerrys ♬ authentic sound – For You
Borrowing a web page from Duolingo’s playbook on the best way to get common on TikTok, Ben & Jerry’s regional account created a mascot that’s featured in most of the model’s movies.
@benandjerrysuk It could be an extended winter with out… #fyp #theholiday #theholidaymovie #viral ♬ The vacation theme – Siyana <3
As for some key idea pillars, it might be mentioned that Ben & Jerry’s UK TikTok movies are cut up between humorous, entertaining movies and others which are oriented extra towards product promotion.
However relaxation assured; the promoting strategy is somewhat tender, most movies portraying recipes for anybody with a candy tooth which may need a twist for his or her extra standard treats – which means a scoop or two of Ben & Jerry’s tasty ice cream.
@benandjerrysuk Espresso 🤝 Ice Cream #foodtok #foodie #icecream #lifehack #benandjerrys #fyp ♬ Iced Espresso – Arthur Hill
Heading towards the worldwide profile, we’ll see that Ben & Jerry’s social media technique for TikTok is barely totally different from what we’ve seen on its native account.
Ben & Jerry’s advertising technique for its international TikTok account focuses totally on elevating consciousness for brand spanking new merchandise launched – like their Doggie deserts, for instance – that are frozen treats created particularly for our furry canine greatest pals.
@benandjerrys No bones about it, pups are obsessive about these. @Louie the Golden Retriever #benandjerrys #icecream #doggiedesserts #dogicecream #canine #woof #fyp ♬ authentic sound – benandjerrys
Between the 2 methods utilized, from a efficiency perspective, the one of many regional account appears to be simpler.
Due to utilizing catchy songs, and a extra humanized strategy, the UK-based profile outperforms the worldwide account when it comes to engagement.
Closing ideas
Once you’re managing a worldwide model’ social accounts, there’s quite a lot of strain on what you’re speaking on social media – from the kind of messages approached to the way in which data is introduced.
Including as much as that’s the necessity to adapt to native markets’ tradition and traits whereas adhering to the broader model picture and id.
As showcased by this evaluation of native vs. international social methods leveraged by Ben & Jerry’s, for those who’re considering of launching a TikTok account for your online business – be it native or international – it’s essential to remember authenticity is what issues probably the most on social today.
All in all, past the various artistic ideas that may be leveraged, the human issue is, ultimately, the strongest asset of any advertising technique.
