Whether it is the Italian Ferrero Rocher, the American Reese’s or the Swiss Lindt, confectionery brands use social media as part of their promotions mix. A glance at the table below summarizes which social networks some of the largest candy brands use. Clearly, Facebook, Twitter and YouTube are winners used by all the brands, followed closely by Instagram and Pinterest.
In Action: Hershey’s, Lindt, Snickers and M&MS.
Hershey’s uses Facebook as a means to communicate with their fans through celebrating everyday occasions with recent posts on National Happiness Day, Pi Day and Easter. Over 8 million likes on their company page suggests they have a massive audience whom they are able to reach frequently. Twitter is used in a similar manner with posts overlapping in content and similarity to Facebook. They have over 150K followers, only a fraction of their Facebook audience, yet their engagement seems higher with several hundred ‘Favorites’ and ‘Retweets’ by their fans. More can be done by the brand to share exclusive or tailored content on each platform and cater to the different demographics that exist on each. Cross-posting can be seen by fans as a short-cut to save time posting, but can deter the audience and make the brand seem like they are lazy. Simply – cross-promoting works better than cross-posting (Donkor, 2016).
When I think of Lindt, I picture a classy chocolate, oozing with quality which makes my mouth water…so it comes as no surprise then that they use photos of their products across many of their social networks, be it Facebook, Twitter, Instagram or re-pins of others pictures on Pinterest. Despite their brand being a ‘luxury’ chocolate brand somewhat, they are able to tailor their messages to touch their audiences in a more informal and an every-day tone. Although they have a Google Plus account, it seems to have been abandoned since 2014. Lindt should consider building their profile to take advantage of building a network on one of the ‘Big Four’ social networks (Facebook, Twitter, Google + and LinkedIn) that is being used by some of their competitors (Kissmetrics, n.d.). Having a presence on social networks is different to being active on it. Google have integrated Google+ posts and +1’s (and more recently tweets from Twitter) into its search results, and often favor their own social network to appear higher in search engines (Parsons, 2014).
Snickers have truly mastered customizing their messages for their audience on each channel. Their Facebook page hosts contests, product launches and commercials and Twitter is edging more towards moments and real-time marketing. Their Twitter strategy targets busy and hungry Twitter users through daily routine nuances – targeting people at home, in the office, on their commute via their well-recognized tagline “You’re not you when you’re hungry”. This tagline can be interpreted in several ways and creates further brand awareness and exposure (Deguilhem, 2014).
And the winner is…
It’s hard to pick a candy brand, without hurting another. But I think the trophy for the best social media usage has to go to M&M’S. M&M’S are a humorous and playful brand. Their distinct colored M&M’s have distinct personality traits and their commercials and marketing messages all revolving around them make them unique. They use Facebook for announcing new products, celebrating occasions and are currently trying to get feedback on which peanut flavor they should keep on their shelves! Their warm and lively stance on social media make them a brand which consumers love. Hence the 10 MILLION likes on their Facebook page, 50K+ followers on Instagram and 78K on Twitter! They also have an active and verified Pinterest account with just under 10K followers sharing creative photos of recipes including their M&Ms shared by their fans. They are not hesitant on using user generated content as part of their social media strategy.
As you can see, social media uptake by candy brands is clearly not resisted. All of the brands mentioned have been using a multitude of channels to reach their audience to tempt them with their chocolates and most have been successful at posting relevant and engaging content frequently. Hershey’s, Lindt, M&Ms and Snickers are just a few amidst the others who shine on the social media front.
Which candy brands do you follow on social networks? Who do you think does social media marketing best? Leave me a comment below 🙂
Deguilhem, A. (2014, June 27). SNICKERS – MOST EFFECTIVE DIGITAL CAMPAIGN EVER. Retrieved from http://www.theydontloveyou.com/snickers-twitter-campaign-effective-digital-advertising/
Donkor, B. (2016, February 3). Why You Should Never Cross-Post on Social Media. Retrieved from http://linkhumans.com/blog/cross-post-social-media
Kissmetrics. (n.d.). Which Social Media Accounts Really Matter and Why. Retrieved from https://blog.kissmetrics.com/which-social-accounts-matter/
Parsons, J. (2014, April 3). Does Google Favor It’s Social Network over Others? Retrieved from http://www.audiencebloom.com/2014/04/google-favor-social-network-others/