There are businesses that certainly do better on social media than their competitors do. In my opinion, this is so not because they have more budget on social media but because of such businesses’ products are simply easier to become much more popular through social media.
Let’s see some numbers first: Starbucks has 16.1 millions of followers on Instagram and 12 millions of followers on Twitter. Compare to its competitors Dunkin Donuts, which has 1.3 millions of Instagram followers and 1.2 millions of followers on Twitter. If compare to the substitutes in such industry – McDonald’s has Instagram followers of 3 million and Twitter followers of 3.57 million.
It’s clear that Starbucks is much more popular on different social media than its competitors and even substitute. I think the most important reason is their products, which are different stunning seasonal drinks. These can easily go viral on social media, especially when your friends and your celebrities are drinking it.
For example, this picture here is called the unicorn drink, which went viral on different social media, and a lot of my friends went to buy this drink and posted on social media even they never drink coffee. This phenomenon simply can be explained by the stunning looking of the drink.
seriously, how do you not like it when their drinks look like this…
Starbucks has a great brand reputation and it is known for their varieties of drinks. Over the years they have created a strong social media presence in the digital age. Having those Instagram Famous Drinks helped it to promote its business. Compare to its competitors such as Dunkin Donuts, which doesn’t have such strong social media presence because it is a lower cost provider and their drinks don’t have such stunning look as Starbucks has.
what about some other industry like Technology?
Here are the numbers: GoPro has 13.6 millions of followers on Instagram and more than 300 millions of #gopro topic on Instagram. Compare to some Tech giants such as Apple, which has 4.4 millions of followers on Instagram and Sony has 5.5 millions of followers.
GoPro is a company who manufactures eponymous action cameras. As a company, Apple and Sony are much bigger than GoPro, and they have more products than GoPro does. However, GoPro certainly is doing much better than those Tech giants on Instagram.
GoPro’s products such as waterproof actions cameras and drones, connect extreme sports with technology. People use their products when they are: scuba diving, skydiving, snowboarding, surfing etc. Such connection with technology makes the audience and customer feel excited and thinking that their products are cool!
Here is one of their video on YouTube which is made by their product, it has 45 millions of views.
If you are working or studying, their videos and posts make you want to purchase their cameras and just go out to explore the world. Such cool videos which are made by their products helped them to gain many viewers and followers on youtube and Instagram.
Certain businesses such as Starbucks and GoPro have products that can create a strong social media presence. It is interesting to see how they took advantage of this and promote the businesses.
Another example I want to point out is KPOP, Korean Pop Music. Even it is an industry, we can view it as a business. Several years ago, there are not many people know what KPOP is in the United States. People used to only listen to U.S pop music and watch the U.S produced music videos. Most people used to think that they just can’t listen to other countries’ music when they don’t understand the language and America have the best music industry, which is still probably true. Until in 2012, a music video called: Gangnam style posted on Youtube:
This video went viral, it now has 3.1 billions of views and 14 millions of likes. This amount of impressive audiences can easily beat any American music videos. I know the Gangnam style song is a little wired and funny, but whether you hate it or love it, you can’t deny the fact that the artist called PSY use this one single song and his signature dance to bring people over the world together.
After Gangnam style, many artists from the KPOP industry use Youtube as their media platform to promote their business and enter the U.S market.
For example, BTS is a boy band, they are very active in social media and they have one of the most popular music videos on Youtube. Most of their fans know them from Youtube and love their different style and music.
The MV here has 311 millions of viewers and 4.6 millions of likes.
They enter the U.S market successfully even they don’t speak much English. They hosted many concerts in the U.S. In 2017 they won the Top Social Award at U.S Billboard Music Award. They also attend many popular shows such as Allen shows, The late show, and Jimmy Kimmel.
The business model of Starbucks, GoPro and KPOP are similar, which is using social media as a platform to promote their business and attract more customers. Such strategy is very successful in the digital age.