5 Things I Learned About Yankee Candle Company from Their Facebook Fans
10 Social Media Trends You’ve Been Ignoring
You can learn a lot about a brand’s fans from the content they react to with the greatest fervor.
I looked at Yankee Candle Company‘s Facebook engagement from January 1, 2015 to November 1, 2015, in an effort to understand the brand’s peak content in comments, Likes, and shares — and, in doing so, better understand what makes Yankee Candle Company fans tick.
Here’s what Yankee Candle Company fans went wild for in 2015.
1. They Love Videos
By pairing a video with a seriously good deal (2-for-1 candles? Sign me up!), Yankee Candle Company generated over 24,000 in total engagement from this video.
This tells us that devoting resources to creating videos tied to promotions is a valuable strategy for Yankee Candle Company, and one they should revisit in future campaigns.
2. They Love Luke Bryan
Yankee Candle Company made a good match when they partnered with country superstar Luke Bryan. In fact, 60% of Yankee Candle Company’s most top-performing posts in 2015 were Luke Bryan-related.
Of those three posts, two were posted on Luke Bryan’s page (he has over 8 million Facebook fans), tagging Yankee Candle Company, and one was posted by Yankee Candle Company, with over 1 million Facebook fans.
This is a savvy way for Yankee Candle Company to reach 7 million more fans than it otherwise would without an active influencer program.
3. They Love Remembering Family
Yankee Candle Company’s top-performing piece of content (not including videos) this year was the following heartfelt post.
This post specifically received the most shares during this time period, as it respectfully and solemnly expressed a sentiment many people feel strongly during Mother’s Day.
4. They Love All Things Fall
Yankee Candle Company Facebook fans love autumnal products.
Many of Yankee Candle Company’s peak posts in 2015 have been autumn-related. This post also succeeds engagement-wise because it directly asks fans to share and tag in its caption.
5. They Love Sweepstakes
Sweepstakes posts generate a ton of engagement for Yankee Candle Company. Since their fans are candle aficionados, asking a question like “What’s your favorite fragrance?” drives many responses for the brand.
What could you learn about your brand from conducting an audit of your Facebook page and the fans who love you? Need some fresh inspiration? Download our 2016 Social Marketing Planning Guide below.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. 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.