*** Disclaimer this blog post was written as a class assignment. Where I am the Social Media Marketing Manager for Buhi Bags. I reviewed their competition by doing an Analysis on their social media.
On Monday, May 20, 2019, 7:29-10:25 pm I conducted an analysis on the last month of posts on Herschel Supply’s Instagram and Facebook pages from May 19-April 19. One interesting thing was that Facebook’s promotional photos did the best while promotional videos did the worst.
The overall best performing Facebook posts were done on Wednesdays and Thursdays at 2 p.m., gaining the most likes. While Instagram posts that had little to no relation to their products directly, such as travel destinations did best in likes, shares, and comments. While overall products with people in the outdoors did the best in comments (averaged: the best was just products outside). Captions that mention a traveling location as well as the person in the shot if present tended to receive a higher volume of likes as well.
Overall, there’s a lot that Herschel Supply is doing right they have clean, visually appealing pictures that mostly give an Instagram influencer feel to their Facebook and Instagram pages. However almost all their photos were promotional, none of them led to blogs or to customer reviews. Which I believe gave their pages a sterile feel. You are only seeing one side of their products and the company. In fact, I believe some of their individual pictures would have performed better if they led to a blog post talking about how/why the product(s) was great for the situation or what to pack for a trip.
Recommendations:
This is where I believe Buhi Bags could really shine. That’s why the next six weeks’ worth of post should include:
- Posts that link to a blog showing our expertise in our products and the ways they can be used.
- Images of Buhi products being actively used, especially outdoors.
- Sharing/resharing people’s post who use Buhi’s products, and giving them a shout out for being a customer.
While keeping in mind the data, about when posts get the most traffic and responses. To further evaluate the date here is the Excel document with the findings. We will reevaluate our data about the success of implementing these changes at the end of these next six weeks.
