Since its humble takeoff, social media has became a vital and highly effective advertising and marketing channel for small and huge companies alike.
With it, corporations unlocked the chance of portraying extra pronounced and individualized model personalities whereas additionally getting elevated publicity.
Due to an out-of-the-box social media technique, a few of the most ingenious manufacturers – like Harmless Drinks, for instance – succeeded in shortly gaining appreciable consideration from their potential prospects.
Questioning what the key is?
Let’s dive in!
Harmless Drinks and its advertising and marketing technique
2. Harmless Drinks on Instagram
3. TikTok vs. Instagram
1. Harmless Drinks on TikTok
With the social media platforms and options evolving drastically in the previous few years, a few sporadic posts don’t make the lovable anymore for getting the consumer’s consideration, not to mention their lively involvement along with your model.
Lately, for a social media technique to achieve success, there’s a terrific want for in-depth analysis, viewers evaluation, and tons and tons of creativity.
In case you didn’t discover by now, these days, social media shoppers need authenticity greater than something. THIS is what good social media advertising and marketing implies at present and what helped totally different companies develop, get unimaginable recognition, and thrive.
Such a enterprise is, for instance, Harmless Drinks, a UK-originating smoothies and juices model that, due to its unique social media technique, succeeded in getting fairly a major variety of followers and prospects.
Leaping on the cool child’s practice, Harmless Drinks launched its TikTok account final yr and since then has creatively leveraged extra TikTok tendencies that bought Gen Z’s fondness and curiosity.
@innocentdrinks Perhaps in the future. #buysmoothies #duolingo ♬ BSB Reza Jackson Collection – Reza Jackson
Harmless Drinks leverages the preferred TikTok filters
Just like Ryanair, Harmless Drinks has understood what TikTok customers like, and began creating extra TikTok content material in that course.
With the face filter being probably the most in style TikTok results for the time being, Harmless Drinks selected to capitalize on that and built-in it into part of its humorous TikToks.
@innocentdrinks In all probability ought to’ve included smoothie someplace on this checklist. #buysmoothies #breakfast #foryoupage ♬ mario sound – mandycap
Since TikTok is a platform the place humoristic content material performs greatest, Harmless Drinks equally selected a pleasant and slightly humanized strategy for its TikTok content material creation.
@innocentdrinks Perhaps should you’d purchased extra we wouldn’t have to do that. #buysmoothies #fyp #youdidthis ♬ drivers license with drums winkingismytherapy – grace noelle
As a normal TikTok advertising and marketing technique, Harmless Drinks portrays many POVs in its TikTok movies, predominantly across the theme of social media managers’ struggles with discovering the very best inventive idea for TikTok advertising and marketing.
Past being salesy, on TikTok, Harmless Drinks is private – and most actually relatable.
From a efficiency perspective, the above-mentioned angle taken by Harmless Drinks on TikTok led to an engagement fee of greater than 10% and a follower progress fee of 10.33% over the past yr, each being superb outcomes.
PS: These KPIs had been calculated utilizing the Socialinsider analytics app. When you’d additionally wish to get in-depth TikTok information on your TikTok account, you possibly can begin a free trial right here!
2. Harmless Drinks on Instagram
We’ve already established that good social media advertising and marketing can positively affect a model’s picture and funds in a number of methods – from producing elevated model consciousness, extra site visitors, and even gross sales.
With social media advertising and marketing proving to have fairly a satisfying ROI, and new platforms rising and gaining extra recognition, it’s extremely really useful to offer it a shot.
Like TikTok, Instagram Reels are among the many new era of social media options created with the intention of encouraging video creation.
Whereas at a broader stage, this characteristic claimed the title for essentially the most partaking publish sort of the second, as our newest Instagram Reels examine has revealed, Harmless Drink’s Instagram is the very best proof that each model’s fruitful recipe for social media success is extremely distinctive.
Regardless of video content material’s recognition these days, Harmless Drinks’ most partaking publish sort stays the only image-framed one.
As for the model’s advertising and marketing technique, on Instagram, Harmless Drinks talks with its viewers in a pleasant, private tone, including a splash of humor to its messages every so often.
Really, if we had been to call Harmless Drink’s Instagram’s one attribute trait, that might undoubtedly be its distinctive, humoristic content material strategy.
With a median engagement fee of 0.70%, which is just a bit decrease than the platform’s common, by means of its bubbly model character, it may be concluded that Harmless Drinks aces the sport of getting Instagram’s neighborhood sympathy.
3. TikTok vs. Instagram
Regardless of Instagram being the sooner adopted social media platform by Harmless Drinks, given the community’s present excessive consumer base improve pattern and in addition the model’s inventive TikTok video content material technique, Harmless Drinks has began to have a extra vital follower progress on TikTok.
To get efficiency information for Harmless Drinks’ Instagram vs. TikTok, I used Socialinsider’s TikTok and Instagram analytics options that show extra in-depth metrics akin to best-performing posts, prime hashtags by common engagement, whole video performs, and different insightful KPIs.
Furthermore, the device additionally gives the chance to conduct a multi-channel measurement, getting your model information throughout a number of channels.
Final, however not least, you too can get social information for any of your competitor’s social profiles, have a sneak peek at their technique, and acquire some strategic insights.
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Whereas Harmless Drinks normally creates platforms-tailored content material tailored to each community’s particular audiences and preferences throughout all its social channels, Harmless Drinks retains its fairly distinctive and simply recognizable tone of voice.
As Marcus Dean, social media supervisor at Harmless Drinks, has highlighted, the model’s three major content material pillars are mushy product promotion, the drive of excellent (as he named its CSR-related social media posts), and everybody’s favourite posts – the branded random ones.
Remaining ideas
Harmless Drinks’ social media technique throughout its major channels is to maintain issues enjoyable whereas additionally discovering the perfect stability between humorous product promoting and laugh-out-loud humor.
The model’s humorous and lighthearted messages in social media and never solely – in its total advertising and marketing supplies have helped the model set up its picture as a enjoyable and approachable firm, which is an instance value following.
Hopefully, the insights offered about Harmless Drinks’ social media technique provided you some inspiration on your personal advertising and marketing plan.
Now – is there some other model social media technique evaluation you want to examine? Tell us!
