A photo posted by Johnnie Walker (@johnniewalker) on
This post is one of many top-engaging Johnnie Walker Instagram posts that associated product with a special occasion or holiday. It’s a tactic that clearly works for the higher-end spirit. By making their whiskies holiday-specific art objects, Johnnie Walker piques its followers’ attention and drives engagement.
The Johnnie Reward
Many of Johnnie Walker’s most engaging posts emphasize the whiskey brand’s status as a luxury reward for a job well done. Take this post, for instance, which has been Johnnie Walker’s third-most successful in the year to date.
By connecting the idea of achievement with its brand in the caption text, Johnnie Walker is able to use fairly straightforward product pics to get its top-market flavor across to its Instagram audience.
Goodness Takes Time
Another successful tactic for Johnnie Walker on Instagram is highlighting its “Keep Walking” tagline and “good things take time” vibe. This Instagram post has been very successful for Johnnie Walker.
A photo posted by Johnnie Walker (@johnniewalker) on
This is yet another example of Johnnie Walker’s ability to consistently pump out engaging Instagram content by knowing what its audience wants and staying true to its own brand mystique.
Jack Daniels and Jim Beam Duke It Out on Twitter
Johnnie Walker might rule the roost on Twitter, but its Jack Daniels and Jim Beam who duel for supremacy on Twitter.
Jim Beam has received 20,000 in total engagement on Twitter, while Johnnie Walker, the Instagram winner, received only 499 in total engagement. Jack Daniels wins with followers and, thus, potential impressions, racking up 49.2 million in total impressions.
Responding to Engagement
By responding to engagement, you build more engagement. That’s what Jim Beam has been finding out. The brand holds the title for most engaging Tweet in 2015 so far among its competitors.
Being an active brand presence on any social network means building a community there, and this Tweet is a great example of how Jim Beam isn’t afraid to reply and respond to its loyal Twitter followers.
In this case, Jim Beam isn’t just engaging — it’s directing Twitter followers towards becoming customers by linking to the purchase site.
Jack Daniels has the second-most engaging Tweet of 2015 so far among its competitors.
It’s no surprise that this Tweet includes an image. In fact, 100% of the top 10 Tweets by engagement for Johnnie Walker, Jack Daniels, and Jim Beam all include pictures. This is a commonly used tactic in the spirits industry because it has proven so fruitful in generating buzz.
What Could Your Brand Learn From Regular Competitive Analysis?
If you remember anything from this post, remember these lessons:
1. You don’t have to dominate every social network. You get to define your own success on social. Consider focusing your attention on one network to avoid finding yourself a jack of all trades and master of none.
2. Don’t get too far away from your traditional brand voice. You might want to refresh your content or voice for your social efforts, but don’t stray too far from the aesthetic that made your brand recognizable and attractive in the first place.
3. Tie yourself to celebrations. This is especially relevant for brands in the B2C category. If you can get folks to associate your brand with good times and/or reward, they’re more likely to purchase your product when they get that promotion or marry the girl of their dreams.
4. On Twitter, the more followers…the more impressions. That means the more possible eyes on your content. This is a smart brand focus for this social network.
5. The power of the image. Using visual content on Twitter is always a great way to generate engagement.
What type of competitive analysis on Twitter have you found most informative for your brand? Please share your insights in the comments below.
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I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.
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