In the past, I’ve talked about the importance of building and maintaining a brand identity online whether it’s your personal brand or your company’s brand. With the number of entities vying for the attention of your target customer, now more than ever it’s essential to have a strong brand position–one which effectively communicates, engages and converts your audience to loyal customers. Since this month is all about love, I decided to highlight some of the most beloved or visible brands in social media.
Last month, Statista highlighted these which hail from both the B2B and B2C sectors. The industries range from Food/Restaurant, Retail/Shoes/Sports, Air/Travel, Soda, Computer/IT,
Internet Software, Online Retailers, and Broadcasting. The study reviewed 100 million images on Twitter and Instagram, which were analyzed for the appearance of 300 brand logos” over a three-month period from August – October 2017 of last year. See the graph below for the specific overview. You can get a copy of the full report from Brandwatch here.
What do the Top Three have in Common?
For starters, they all had well over a half a million unique images circulating per month during the time of the survey. For example, during one month, McDonald’s on average had nearly a million images uploaded to social media. This may include promotional material from the burger company or content provided by customers, and even food fights. Whatever the sources, it’s circulated faster than the fast meal, pushing the brand to be the most featured on social media. According to the study, the number of images uploaded amount to an average “21 new images every minute, or a new image every three seconds.” Now that’s an awful amount of food for thought. Nike and Adidas went at it, nearly looking like they were head-to-head with their sports line equipment and gear. As far as images circulating, Nike was the clear industry leader, according to the report, which listed Nike as number one under “Sports” for the “10 Most Photographed Industries.” From the looks of things, it appears that Nike has a lock on branding until compared to Adidas. The reports reviewed the two and “Despite lower overall volumes, Adidas generated more impressions. This is because users with larger followings shared Adidas’ images.” A difference like this goes back to influencer marketing.
Influencers were another aspect that the top visual brands were some of the most visual. In the study, influencers with a Twitter account of over 10K followers helped brands like McDonald’s, Coca-Cola, Nike, Puma, Google, and Sky gain more brand share. Influencers like Premier League helped brands like Puma achieve much of their visibility. Another example from Disney has an influencer with over 8 million followers posting about a time capsule last September. See example below:
For other examples, click here to get a copy of the report.
Does Visibility Translate to Sales?
Well, from McDonald’s perspective, they were struggling for some time losing a significant customer base since 2012, according to an investor call back in early 2017. Since then, the fast-food giant has reallocated ad spending, increased promotions, and sweepstakes and has managed to show a profit in the Q3 of 2017. I’d say some of what they are doing is working. Additionally, they have launched a new menu in January 2018 with lower prices savings on simple menu items like breakfast sandwiches. Do some of what they are doing on social media impact their current financial status? I would say yes since social media on one of the quickest ways to target new messages for any size business. For more information on the
Nike had a successful year in 2017, with a revenue of $8.6 Billion which is a five percent increase over the previous year. Within the digital space, they are pushing selling through apps and they are also trying to sell via social media. Interestingly enough they are one of the few and I suspect growing corporations that manage their influencer marketing internally. They have a team of influencer marketers that manage their social campaigns so they can keep a tighter control of content on the social media platforms.
Adidas is a great competitor of Nike, and according to some industry experts is beating Nike in the shoe/apparel realm. One social media campaign that had huge success was the Adidas trainer shoe which went viral. Here’s another example how the shoe giant reintroduced a retro product and made it cool again. Even my kid has these shoes and the different colors to boot. Adidas Originals pushes the hype around the product and then lets the consumer take control of what they like about originals today. They also leveraged key fashion and celebrity partnerships with Pharrell Williams to Stella McCartney. To learn more about certain posts and their strategy visit Econsultancy’s blog here.
There are lots to learn about marketing your business online just be studying some of the top brands and how they leverage social media to enhance their brand and increase sales. If you find it challenging creating a marketing strategy for your business, feel free to contact me for guidance. For more information about the types of services we offer with branding and or social media, visit our social media solutions page.