Brand Analysis Blog Report
After analyzing the social media content from Herschel Supply Co. on both Facebook and Instagram I have come to realize multiple things. Major companies are very strategic on social media. They treat it as a tool and a way to convert costumers. This is very contrary to how most people use social media in their daily lives. Every post is designed with a specific intent on Herschel Supply Co.’s pages.
I saw a few trends within Herschel’s social media account that were really promising and I saw a few trends that made me question their strategy. For one, on Facebook, I saw that Herschel primarily posted images with promotional links. I believe that is because they have seen a large conversion with those posts, but I also think that it may hurt them. If all their customers see is promotional pictures or videos, then they are going to get tired of their content because it isn’t bringing any value other than showcasing their products. I think that they could have included more lifestyle posts that suttle and didn’t focus on the product. Another trend I noticed on Facebook was the time of day and what times did really well. For instance, at 6 am they got a substantial amount of likes compared to other times of the day. They posted most frequently at 2 pm which makes sense because 2 pm gives them the most likes comments and shares in general whereas 6 am gave them a lot of likes, but not many shares or comments. Lastly, on Facebook, I saw that their most frequent post day was Friday. This made no sense to me because it is also there worst performing day for likes comments and shares.
On Instagram, I also saw some interesting trends. For one Herschel’s best post type was “just product indoor”. This goes to show that their fan base loves seeing new products on display and they follow the account to get updates. This category really outshined every other post category so some advice for Buhi would be to focus primarily on showcasing the products indoors without other distractions in the content. I also think that Herschel should be doing a better job of monitoring their analytics monthly because I think they are pushing hard in a few areas that may have worked in the past, but for this month are not doing well. For example, they had the most posts in the category of “image no product” however, this got a fraction of the engagement compared to other categories, so a tip for Buhi is to monitor post engagement regularly and don’t be afraid to switch the content you are posting. I think another category to keep in mind is the caption with the content. If you are creating an interesting caption, users are way more likely to engage with that content. Buhi needs to create captions that influence people to comment on the post and start conversations. This will boost the post to more people because the social media app will see the post is interesting to people. Overall I think this was a great content audit and I believe it will help Buhi with their social media content going forward.