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After the last modification of the Facebook algorithm, every day community managers squeeze our brains to the maximum to find the final formula that connects with our audience, despite the continuous decline of organic reach in our publications.

However, there is no Holy Grail of the strategies. The success of the brands appear from a continuous improvement that follows the trends of our sector and the demands of an increasingly volatile public. Today i will talk about those social profiles that, thanks to a series of tactics and strategies, manage to connect with their target. Lets know which are the brands that have the most engagement in social networks in Spain.

The most relevant brands in social networks in Spain

A few months ago, the technology company Epsilon Technologies presented the study Panel Icarus Q3: Trends in Social Networks of the Consumer Goods sector, where it analyzes the activity of the main food and hygiene consumption brands in Spain, as well as the most important trends of the sector.

In this analysis, the brands that obtained the best results in the third quarter of 2017 were detected, according to the weighted market average of followers, interactions and share. What do you think are the ones that occupy the Top 10?

  1. Ybarra
  2. Fini Golosinas
  3. La Magía
  4. Estrella Damm
  5. Nestlé Postres
  6. La Lechera
  7. Mahou
  8. Gallina Blanca
  9. L´Oréal
  10. Garnier

Are you surprised? Why do you think these brands are at the top of this study? What is your secret to get more interactions than the rest?

The brands awaken emotions

It is more difficult than it looks. Through the use of nostalgia, the feeling of belonging, self-esteem, closeness, humor... these brands made a hole in the hearts of its users. Lets see some examples.

Central Lechera Asturiana. It exploits its local elements to create closeness and feeling of belonging.

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Garnier. It uses its main characteristics (natural ingredients) to awaken a sense of identification.

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Estrella Damm. Like Central Lechera Asturiana, the beer brand uses the local element to get closer to its consumer. In fact, on their website they have a guide with the best places of the Mediterranean.

Captura de pantalla 2018-04-02 a las 16.28.02

Fini Golosinas. Use humor and great creativity to reach the hearts of its users. In addition, they manage to click with their young target with a close and informal language.Captura de pantalla 2018-04-02 a las 14.03.12

Brands include their products at times of consumption

It is not about introducing your product with shoehorn at any time, but to include it naturally when you KNOW that your product is part of the lives of users. For this, its necessary to previously analyze our audience, to know their reality.

Fini Golosinas. They are experts in including their products in fun situations and at times of key consumption, for example when you are study.

Captura de pantalla 2018-04-02 a las 14.05.55

Garnier. One of the secrets of the success of the brand is that they include their products at times of consumption that have an aspirational air characteristic of their sector (beauty).Captura de pantalla 2018-04-02 a las 14.07.47

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 Direct interaction

Comment, mention, label, share… we must not coerce users to perform certain actions, but to incentivize them in an original way. Keep in mind that they are willing to participate if the content seems interesting or if the participation is linked to an incentive (either material or aspirational).

L´Oréal and Fini Golosinas. Users follow us because they like our products. Dare to ask questions related to them!

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Users Generated Content

Users are our greatest source of inspiration. Value your publications! Give them the prominence they deserve in your network, always asking for permission and mentioning the person who has done it voluntarily. Lets see some of the best examples of the brands that have the most engagement in Spain.

Estrella Damm

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Fini Golosinas 

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They are Useful

Craft, recipes, ideas, tips… if you dont offer anything to your consumers (more than prizes), they will surely stop interacting with your brand. Search your concerns, detect frequently asked questions in search engines and solve them, use your product to create useful things, etc.

Garnier. The beauty brand uses the underground curiosities (did you know?) to talk about the properties of the ingredientes of their products. Their hallmark is Naturalness so they take advantage offering valuable content to their users.Captura de pantalla 2018-04-02 a las 14.08.32

Nestlé Postres España. The brand gets a very high number of interactions with easy and video recipes (no more than 1 or 2 min) that fit the context (Spring Break, Fathers Day…).

Captura de pantalla 2018-04-02 a las 13.32.50

Central Lechera Asturiana. In addition to recipes and local content, it ha a section on its Youtube channel with crafts ideas with its products.Captura de pantalla 2018-04-02 a las 13.38.02

Innovative Formats

There is no doubt that the new formats in social media attract a lot of attention and increase interaction. But we must not forget that the static image is still the format with the most engagement in 2017. My recommendation? mix, try innovate. Every day more formats emerge, but we must learn to use them and, for that, we hace to experiment.

Example of Garnier

These are not the only successful brands in Spain. Others like Lidl, El Corte Inglés, Vodafone or Burger King also generate a high number of interactions with original and fun social networking strategies. Which is your favorite? Why do you think it connects with you?

¡Esperamos tus comentarios!

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