In a recent post, I mentioned that Pabst Brewing Company’s @coltfortyfive gathered more Potential Impressions than even its much-beloved and well-followed brother, Pabst Blue Ribbon, between July 3 and July 18.
How could that be, I wondered, when Colt 45 only has 2,347 followers compared to PBR’s 68,600?
It’s amazing what you can find out about a brand (even your own) by looking at the data. To find out about Colt 45, I dug a little deeper in the numbers and found that the brand has two major Twitterati to thank for its staggering number of Potential Impressions. This insight was just one of many treasures I found hidden inside the data.
But what did these major players say about Colt 45? I clicked over to my Mentions tab to find out.
This was the impression-driving Tweet from Snoop Dogg:
And Juicy J had this to say:
Both these posts link to Instagram, so I clicked on over — where I found that Snoop Dogg’s post received over 25,000 Likes:
Juicy J’s post received almost as many Likes.
This got me thinking two things. One, the Pabst Brewing Company has done a great job of connecting the Colt 45 brand to an interested audience by pairing with rappers. And, two, I should really run an Instagram Account Report on Colt 45’s account to see what their direct strategy looks like on the network.
First I was struck by Colt 45’s 20,318 followers on Instagram. That’s almost ten times the number of followers the brand has on Twitter. Armed with that new detail, I decided to look into the new posts and the amount of engagement per post that Colt 45 was seeing during the same time period.
While there weren’t a ton of posts — only 8 over a period of 15 days — the posts that Colt 45 did throw up performed well, with an average of 664.5 engagements (comments and Likes) per post.
I would love to see how far the needle on total engagement and engagement per post would move if Colt 45 did some testing with their Instagram posting cadence — doubling the amount of posts in the same amount of time, then halving it, and playing around with how to get the most fan love out of the visual network.
Of Colt 45’s posts during this time period, this one got the most engagement, with 1,064 engagements across all channels:
AMERICA, AM I RIGHT?
This is yet another way that Colt 45 shows they know their audience and plan content accordingly — and a great signal to the brand for where to focus future efforts.
When I was looking at Colt 45’s list of Top Instagram Posts for this time period, something else stuck out to me.
I clicked on the link and was sent to the following post:
This image should look familiar, even though it’s now portrayed as censored — check out Juicy J’s Instagram pic at the top of this blog post. Considering the nature of the content, this is clever Insta-marketing.
Which lessons about your brand on social have you learned inadvertently?
The key takeaway of my post is this: when you begin digging into your brand’s data for one specific kernel of knowledge, you might end up finding a whole corn cob. Or corn field. You catch my drift. The directions in which solid, approachable data can take you are endless — and can help you structure future strategy better and more efficiently.
Holler in the comments below and let me know I’m not alone, people! Where have your data-centric meanderings taken you?