Considering the popularity of Facebook, Instagram, Snapchat, and other platforms, social media marketing continues to be an effective way for brands to engage with their audiences. Let's look at four successful social media marketing campaigns in niche industries and see what you can learn from them. Craft breweries can reap the benefits of those large followings because beer is often a social experience. The community shares ideas for beer recipes and casts votes. Then the company delivers the finished product to those who participated. Those campaigns are effective because they encourage consumers to engage with brands. Engage them in the idea and design stages. When you build such experiences for customers, you encourage brand evangelism in a natural way. For example, the brand shares several live workouts on Facebook and even hosts Tough Mudder Bootcamp Live on Facebook Watch. Takeaway: Diversify your social media marketing campaigns, and make the most of new features on social platforms.
Considering the popularity of Facebook, Instagram, Snapchat, and other platforms, social media marketing continues to be an effective way for brands to engage with their audiences.
In fact, research has found that 86% of social media users want to—and do—follow brands on social. What’s more, 57% of people are more likely to buy from a brand that they follow on social media.
That is why brands turn to social media marketing campaigns. And with the right strategy, those campaigns can make a notable impact on marketing efforts and even drive sales.
But niche industries, such as craft beer and outdoor retail, face a unique challenge: They have very specific goods and services to promote to a small audience, as opposed to larger industries, such as CPG and financial services, which have massive audiences. Accordingly, niche industries need to speak their audience’s specific language and deliver the exactly right content, or they risk losing their valued, loyal customers to a competitor.
Let’s look at four successful social media marketing campaigns in niche industries and see what you can learn from them.
1. REI #OptOutside
In defiance of Black Friday, one of the biggest days of the year for retail, Jerry Stritzke, the CEO of REI released a video in 2015 as an “anti-promotion.” He announced REI was closing its stores on Black Friday instead of making its employees come in to work.
That showed REI understands its customers’ values. By giving employees time off and encouraging customers and others to enjoy the outdoors rather than shop indoors, it created an experience specific to its outdoors-appreciating audience.
The campaign eventually led to what the company calls an “experiential search engine” on its Opt Outside webpage, which collects content from users who tag #OptOutside on Instagram. It also adds real-time information about locations and experiences.
Takeaway: Prove you understand your customers and their values by creating social media marketing campaigns that create unique experiences for them. Also, enable them to connect. The use of hashtags and other social conventions and tools is essential to bringing your customers together.
2. Craft Beer and Evangelism
Foodies and beer geeks alike are passionate about those interests, and they love to share photos…