Brands That Are Successfully Building Awareness and Engagement on Facebook
Facebook is one the largest social media platforms, with nearly 3.05 billion monthly active users. As a result, companies and brands use Facebook to help increase awareness, establish a voice and, market their products to followers. Brands that fully take advantage of Facebook to build their image, boost awareness and, grow their following include National Geographic, Nike and, GoPro.
National Geographic, a world leader in geography, exploration and, travel, is a non-profit organization focused on exploring and protecting the beauty of nature. Facebook is their top social media platform, driving about 42.45% of the total traffic to its official website from all of their social channels. National Geographic uses a mix of content such as articles, images and, short videos, to raise awareness on social issues and to help educate on scientific or historical friends.
Looking specifically at their content, National Geographic uses real-time audience engagements to connect with their followers, gain awareness and, build a community. A prime example of this is the "Safari Live" series, where National Geographic scientists, photographers and, other team members broadcast their assignments in real-time using Facebook Live. Followers are invited to join the team live on their adventures, such as a Safari in South Africa. The viewers could also post comments and ask questions that are answered live.
Nike, one of the most recognizable athletic brands, doesn't need to constantly reintroduce its products to Facebook and their followers. This is because Nike has built and maintained a strong brand identity, in which most consumers have a matching brand perception. This is also reinforced by its famous slogan, "Just Do It." Its content emphasized innovation and the research that goes into product development, rather than just product promotion.
Lastly, GoPro's Facebook presence showcases their brand's adventurous spirit, with content featuring activities like scaling mountains, skydiving, surfing, and 360-degree bike tricks. Instead of marketing their products directly online to their followers, they connect with their followers through the lifestyle that their products offer. This is because they know who their target audience, so they share content that resonated with them. They also include user-generated content that strengthens its community connection.
Founded in 2004, Facebook has become a powerful tool for companies to expand their audience and create a brand image. The stated companies and brands have successfully established a voice for themselves, utilize Live Video, maintain authenticity and, use engagement strategies that align with their brand identity, all on Facebook.
https://blog.hubspot.com/marketing/facebook-marketing-examples
https://www.socialinsider.io/blog/national-geographic-social-media-strategy/
This is a clear overview of how Facebook is leveraged by brands like National Geographic, Nike, and GoPro. You did a great job highlighting the specific ways each brand utilizes the platform to engage with their audience, from National Geographic’s real-time educational content to GoPro’s focus on adventure and user-generated media. I particularly like how you emphasized that Nike doesn’t need to constantly promote its products due to its strong brand identity.
ReplyDeleteThis was very clear and concise! I enjoyed that you used brands that are easily recognizable for the general population and encourages us to analyze how brands that we know and love strategize in how they market towards us as consumers. It is also informative as we move into creating our own marketing strategies for things like our simulation internship as well as real marketing positions we find ourselves in.
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