SME & Social Media Marketing: 5 questions to our expert – Magazine Interview

Small and medium-sized companies can save a lot of advertising budget through social media marketing, because a once initiated community is constant. Community, advertising, customer service and personnel search, with their own social media account companies can only win. In an interview with [ DEMNÄCHST ] today we philosophized about SMEs (small and medium-sized enterprises) and their opportunities and risks in social media marketing. Here is an excerpt of 5 exciting questions for owner and social media expert Stephan M. Czaja.

Social media marketing for small and medium-sized enterprises

Why is presence on social media channels helpful for SMEs, what can they achieve?

The presence of small and medium-sized enterprises on social channels is so important because they save a lot of money! In the past, every small company had to print flyers and waste a lot of time trying to convince people to buy new products.

Today, as a small company, even in the countryside or without large financial resources, you can reach the whole world. Social networks offer 1:1 communication, as if you had a local business in every city in the world. Nuremberg, Munich, Berlin, Hamburg, no distance is far and every communication is only a mouse click away.

You can contact your fans, ask questions or give us suggestions. Otherwise complex and Theurer Internet sites can be considerably slimmer, since a lot of brand communication can be covered via the social networks.

Social media is not only an excellent tool for marketing, but also for PR: We often reach our customers faster than any press article could do. New products, announcements and job postings for personnel recruitment – free of charge. Social media channels bundle different marketing tools, because they are much more extensive than many might think.

As an online shop we can e.g. connect our Facebook page with Instagram. We can set up an online shop on Facebook, link the products to Instagram and our followers can shop on Instagram. As an online shop you can even work across networks.

Which platform is the best?

What small and medium-sized enterprises should pay attention to is the choice of social network. Because the support costs time and should be regular, preferably daily. New postings, comments, small and large graphics, who wants to make his social media management profitable, has to invest work every day and give the employees the necessary resources for it.

In the past you could say you were on Facebook, that’s enough. Today the right social network is no longer so easy to define. In short, however, Facebook is and remains the classic and with the largest number of users, even top dog. Conversely, on Facebook you also have to invest advertising budget, organic reach is only difficult to achieve.

Instagram is easier to achieve organic reach, but lacks some of the features you have on Facebook, the social network. This includes direct links, e.g. to our online shop via https://www.onlineshop.com/xy. Without links, we can sell less. Instagram is a must for companies in the fashion and lifestyle industries in particular.

Companies with the necessary capacities and in particular sufficient interest can support a YouTube channel. However, creating content for YouTube is much more time consuming and requires good concepts that work on YouTube. Most medium-sized and large companies cover this area through their social media agency.

The investment is worthwhile! Because the reach that small and medium-sized companies are building up here is permanently available. Our business grows with each new follower by one potential visitor per day.

When assessing the quality of the reach on the individual networks, it can be said that the more time it takes to create the content, the better the number of fans. On Facebook, content is relatively easy to create, you can even share links or other websites without having to create content yourself. However, the organic range is very small. If your Facebook account has 10,000 fans, a single organic posting may reach only 100 or 200 people. Practically nothing.

On Instagram, you usually have to take much more time for interesting content, photos and videos. The content must also be interesting and always new to generate followers for your Instagram account. With a channel of 10,000 fans you can reach about 1,000 people. YouTube is currently the top class, with about 10,000 fans you can actually reach 7,000 or 8,000 people here. But the creation of the contents is very complex, because it needs not only a video production, but also the moderation, as well as a good storyboard.

How to estimate the three big social networks in 2018

YouTube and Pinterest are considered an insider tip, especially as a source for backlinks in the field of search engine optimization. YouTube is therefore also the most expensive source for influencers and bloggers on social networks in terms of overall reach. Those who can place their links in the descriptions of well-running videos, e.g. by influencer marketing or by creating their own content.

On Pinterest you create different galleries with photos. The photos then have individual titles and descriptions. But also the galleries have individual titles and descriptions. Whoever collects a large number of galleries here and meets an interesting and not too overcrowded industry can collect good links for their own project.

Twitter is only of interest to large corporations and public figures. For small and medium-sized businesses, Twitter is generally irrelevant. In relation to success and effort you should not waste time with Twitter. Unless it is a large corporation or a public figure, since tweets are often included in the media.

In short, Facebook with the right advertising budget, Instagram with a creative person and enough time and YouTube if you are a leader and have a lot of commitment of your own! YouTube costs a lot of time and, unlike Facebook and Instagram, is not so easy to check, simply because of the time-consuming content production and the resulting rare postings. But YouTube offers a strong and above all lasting tool, since good videos are placed still after years highly by the algorithm of the video search machine. So anyone who creates an evergreen in a theme, e.g. also for videos such as “How to repair your toilet seat” or “Winter tyres – making cars winterproof”, can market their product absolutely free of charge for many years. Here lies the great magic of YouTube.

How much time / manpower does a small company need if it wants to become active in social media?

When working in social media networks, a daily time window should be taken into account. A big secret trick of social media agencies is the use of online tools to plan content in advance. So a social media manager can plan the content in advance every 14 days and can concentrate on other things in everyday life, e.g. designs, shootings, interaction with the fans, depending on how big one’s own social media marketing is built up. For small companies, time can of course also be used for other work processes. Therefore, the A&O for your Social Media Manager, use an online tool to plan your postings in advance.

If you are in social media marketing, you have to leave yourself or your employee 2 hours a day. Depending on the company, one can create simple content, from everyday life or may have to have higher quality things made, e.g. through photo shootings with models and products.

Depending on this, of course, there are also a few more working hours or even days. Who can afford it, should take a full time Social Media Manager, because in the end it concerns more than only the support. There are so many other functions that a social media manager can perform in the company, only advertisements are so effective that the investment is worth the time for the first optimization.

With a full-time social media manager relationship, a medium-sized company has already done a great job. On top would come then of course still medium-size enterprises, which want more than only support and a little advertisements. This is about brand cooperations, collaboration with influencers and bloggers, but also more extensive social media campaigns that require additional budgets. In the ratio of two hours a day to full time, is the optimal time management for social media marketing in small to medium-sized companies.

What to look out for when interviewing your new Social Media Manager?

It is important to show sufficient references during the job interview and in particular to have a few details of the project explained. Your new social media manager should have channel management skills. He or she should also have looked after at least one channel with over 10,000 fans. He or she should be familiar with designs but also with the creation of creative content. He or she should master the creation of advertisements and the targeting of target groups contained therein while asleep.

You are also welcome to ask for one or the other detail, especially advertisements, as an online shop: What was the best click price and how did you reach it? This is specifically about split testing of different advertisements, so that the most effective one can be filtered out according to a certain amount of advertising budget. Who can answer all these topics in the job interview as Social Media Manager sovereign and in detail, should be able to help you!

And last but not least: Which tools do you recommend and why is it generally helpful to use which tools? (I was thinking about Hootsuite, Canva, Buffer, Pablo, Google Alerts and Fanpage Karma, but maybe you still have a great idea?)

There are many good recommendations in the area of online tools for social media activities. Definitely there should always be a tool to plan content in advance. Like hootsuite or buffer. With this you can plan your social media postings in advance. This not only helps to save time every day, because every process has to be repeated daily, but also possible sick days of the Social Media Manager as well as holidays can be cleverly avoided.

In addition, there are even more special tools for the individual social networks, e.g. monitoring tasks for Facebook YouTube or Instagram. There are several good recommendations for this, too; one of these tools should definitely be used if you want to evaluate the success of activities in social networks. For Facebook and YouTube there are programs like Radrly or Echbot, for Instagram and Influencer programs like Social Analytics One.

Content Spinning for Social Bots: Comment Spinner Tool

Today we want to look at a very special topic, precisely it is about content spinning. Content spinning, quite simply explained, deals with forming meaningful sentences from various variables. For example, we have a variable that looks simplified as follows:

  • {A|B|C}

The results:

  • A or
  • B or
  • C

From this variable we can generate different texts with a content spinning software, which appear to the reader again and again, because no text is like the other. Most advertising agencies use such tools to drive their search engine optimization. Content spinning is a hot topic, especially when it comes to SEO, i.e. the advancement of websites in search engine placement. But content spinning can also be used for social media marketing! Let us therefore take a direct look at best practice.

Social Media Bots and Comments

We have already reported about different social media software tools. Of course also via social media bots, e.g. Instazood and Combin, two programs with which you can assign automatic likes, follow other users, but also comment. The comments can be set in the social media bots. Our social media bot will then automatically go to thematically relevant profiles, e.g. if we are a fashion company, probably to people who are also interested in fashion. This can be set by #filter, as we have already described in the articles, and there the social media bot makes comments.

Why does a social media bot add comments to other profiles? Interaction is a very important feature for the ranking of individual profiles in social networks. The more often you interact and the more frequently other users interact with us, the more valuable the social media channel looks for the algorithm of the operators. Whether YouTube, Instagram, Facebook or Pinterest, who often gets clicked, rises to the top. So how do we get clicked often? How do we increase our range? The trick with a social media bot is very simple. By posting comments, users become aware of our social media account. They will answer what their friends may see and of course others who visit their social media channel and have not yet followed them. Different participants in a social network see our profile and the interaction we have with the user.

Use emoticons for more interaction

Emoticons are particularly suitable for expressing feelings quickly and easily, but also complex facts. However, emoticons are particularly well suited for simply transporting emotions! For example, we can post a smiling smiley under Photos, this smiling smiley usually fits in any case. However, there are also risks, e.g. one should be careful with hearts or kissing smileys. If you post a kissing smiley as a male fashion brand under a bodybuilder’s photo, for example, this can be misinterpreted. It would be even worse, for example, with children’s photos. Therefore, when choosing your comments, you have to be careful that they are so general that they do not offend anyone.

Spinning comments for more reach

Let’s now connect both worlds, add comments for more reach in social networking and spinning. In social media bots like Instazood, you can place a spun text in the text field under the Comments menu item. Our spun text ensures that new content is constantly being created. Here is a small, simplified example:

  • {This is|It is} {|going to be }{awesome|amazing}
    then…
  • {{This is|It is} {|going to be }|It{ will|} be{| pretty }}{awesome|amazing}
    then deeper…
  • {{This is|It is} {|going to be }|It{ will|’s gonna} be{| pretty{| interesting{,| and}} }}{awesome|amazing}{| {at the same time|{|{earn a lot of money|gain a lot of {|organic }traffic{| and rankings}} }every {day|minute|hour|week}}}
    and deeper…

We can now export our text or the social media bot exports it independently and then posts it under the media content of other people. Every single person gets a new text, unique and individual! Keep in mind that our example is even simpler, of course content spinning can be much more complex.

  • It is awesome
  • This is going to be amazing
  • or… It’s gonna be pretty interesting and awesome

In the next step, we add individual smileys to our spinning so that our comment output is even more individual. The result looks like this:

  • So awesome 😄
  • Really amazing 😃 girl

This way you can avoid sending the same comment or emoji all the time. This makes it look much more organic, i.e. more humane, for users.

Why are some social media agencies spinning comments?

In principle, the use of social media bots always carries the risk of being warned or punished by social network operators. After all, as a platform operator you want the users to be real, because you live from the advertising revenues of your customers. However, if most interaction on social networks is done by computer programs, the advertising prices are no longer so high. The higher the interaction rate of computer software programs, the less advertising space is worth, so simple is the bill. Therefore, social networks strive to prevent interactions through software programs and to keep the platform organic, as just described, human. Anyone who uses a social media bot goes as you run the risk of being punished.

Social media operators use algorithms to determine such conspicuous behavior. For example, if a person who has been doing maybe only ten likes per week for two years suddenly delivers 100 likes per hour over a long period of time and without a break, this is noticeable. The same applies to comments. For example, if the default setting in a social media bot is “like it” and your company posts this comment under 1,000 photos every day, it is noticeable. By modifying the comments with content spinning tools, the comments are more diverse and individual and therefore more humane. This reduces the risk of being punished by social media bots.

Social Media Betreuung Prominente & VIPs: Kommentare, Kooperationen und Verträge

Kim Kardashian, Taylor Swift, Justin Bieber, not only the big names of this world don’t look after their Insta Channel alone, also German big bloggers are no one-man army but work with a team. The care of the own Social Media channel usually does not take place thereby any longer by the prominent person but by employees or the management. This is especially about coping with the high number of likes, comments and inquiries. But what else does the celebrity do when posting on social networks? Let’s take a look today at the care of social networks of celebrities and VIPs.

Three principles of cooperation:

  • trust and closeness
  • Content and content selection
  • preserve personality and immediacy

Three aspects of cooperation:

  • time savings through comments and interaction
  • contracts and negotiations
  • Cooperations and media partnerships

Discretion is everything in VIP support

What makes social networks successful is, in particular, the close social bond with one’s own fans. What counts most is the direct connection. When I send a comment, the celebrity I like will probably read and answer myself. Of course, the same applies to other interactions with the stars’ fan pages. The interaction with the fans is important. The feeling of a direct encounter must of course not be lost by the support of an agency or by management. The constant flow of information is also a challenge for the respective agency. The respective celebrity experiences a lot at his age, of course, not only through productions but also through events and, of course, also private life, e.g. with friends and families, but also nightlife, e.g. in bars or clubs. It is really difficult to capture and present all these moments in the social media, especially with the amount of information that is generated every day. On point number 3 is essential in cooperation, trust and trust again. When editing comments, replies and postings, e.g. when the celebrity is on holiday, does not have permanent access to the Internet, the artist must be able to rely completely on the management.

These are the 3 essential and important points in the treatment of social interaction by an agency, it is about the continuance of the emotional connection and the direct communication, for the fans. But it is also about coping with a constant flood of information, the selection and selection of which must be done quickly. When publishing content and interacting with fans, you also need to be able to fully rely on the agency. If all these three points are fulfilled, nothing stands in the way of a successful cooperation!

Comments and answers by personal Social Media Manager

The highest time savings in social media are offered by agencies by the kids each answer of comments. Fans feel valued when their opinions are heard. If a direct contact of the celebrity, e.g. the management, reacts to comments, this can only have a positive effect on the entire interaction. The higher the interaction on a social channel, the higher it is classified by the algorithms of the platform operators. That’s why it’s important to keep the interaction the same during growth. With 1,000 fans this is of course still feasible, maybe even with 10,000 but at the latest from 100,000 fans it is really work to look after your own social channel. If you work not only on one platform as well as Instagram or YouTube but mix platforms and work cross-media, the work multiplies accordingly. That’s why many influencers and bloggers rely on management throughout their careers, not only for managing answers and comments, but also for further development and for the entire world of customers, for negotiating and drafting contracts for usage rights. The most important thing, however, is to save time so that you can concentrate fully on your own postings. If a large part of the comments, e.g. 98%, can already be covered by a trusted third party, it helps the celebrity to optimize their own time management. The remaining 2% of the comments are very special and will only be answered after consultation with the respective blogger, influencer, celebrity or star. Through the frequent answers of the management or the person of trust, the own knowledge about the many details of the life of the celebrities grows. That’s why answers are becoming more and more targeted and the celebrity saves more work each week and month and can thus fully concentrate on his actual job.

The help with comments by an agency does not reduce the own interaction with the fans. Of course you have a look at your own comments and fans in the morning, at noon and in the evening, and often in between. Especially the community is very important to bloggers but also to celebrities. In the end, they are the basis for success!

Brand Ambassadors and Ambassadors, Negotiations and Contracts

Whoever concentrates the whole day on his actual job and occupation often has little time left to worry about contracts or offers. Every customer request is work again, every offer is work, in the end perhaps only one in 10 customers will confirm this offer. It is not possible for many celebrities to invest a week’s work in it now. Not only the time aspect plays a role for many celebrities, but also the experience and expertise of agencies and management are consulted. You have extensive experience in drafting and negotiating contracts for brand ambassadors, for various media, from print to visual or moving image, digital, advertising or even without advertising. Likewise it concerns the different countries, one is only in Germany, only regionally, in the entire German-speaking area, several European countries or also world-wide or only punctually world-wide in individual countries, e.g. the USA, Russia and Germany. All these aspects have to be taken into account in every single contract negotiation and therefore many celebrities rely on their management.

Not only the relatively dry contract negotiations belong to it, also creatively concepts. If, for example, campaigns are developed for YouTube or Instagram, it is always necessary to have a creative mind that summarizes the ideas, forms a central theme and visually forms a visible concept for the customer and the celebrity that is easy and quickly understandable. Such negotiations, including the concept, can last a month, two months or even three months. Throughout the negotiations you have to stay on the ball, but also keep in touch with customers and attend many meetings.

Partnerships and cooperations with companies for Instagram, Youtube & Co.

The content on the social networks must offer something special every day. 1 or 2 postings on Instagram and of course five or six stories a day. You always need a good location, exciting events or great experiences. The organization of such opportunities takes a lot of time and requires a large network in which one has many contacts that provide one opportunity. If you are a celebrity visiting Jerusalem, for example, you need appropriate locations and possibilities here, as well as parties but also events and networking. These should also have the appropriate quality and the visual, high-quality should always be maintained. Combining these different aspects to form a concept for cooperations and partnerships, not only as brand ambassadors but also, as here, through win win situations, e.g. by participating in high-quality events but also the press and other celebrities and youtube, if you yourself are youtube or other Instagram stars if you are active on Instagram. The range of different fields of activity in the field of cooperation and partnerships is so diverse that it takes a good network of many years to bring the various actors together. Then for each individual concept and for each individual visit you need not only the added value for your own celebrity but also the respective added value for the host.

Let’s summarize once again how the work between a social media agency and a celebrity works best.

Three Principles of Collaboration: Trust, Content, and Personality

At the beginning of the article we talked about the fundamental cooperation, the trust, the coping with all the information but also the maintenance of the personal connection, which is the special highlight for the fans in social networks.

Three aspects of collaboration: time saving, contracts and collaborations

The most important aspect is the time saving through interaction, with fans but also with potential opponents of your own channel. The many answers, comments and feedback help the celebrities to concentrate on their own job. In addition, contract negotiations as well as creative concepts have to be planned for advertising partners. The offers, but also the final strategies. Number three is the establishment of possible cooperations and partnerships with other celebrities, bloggers but also brands or locations.

Good social media agencies combine these three principles and the three aspects of collaboration. So you can develop together and build a working system as a blogger or celebrity, with which you can pursue your real passion 100% further and have a partner at your side, who focuses on the commercial and creative aspects.

Social Media Design – Graphic design of a creative agency: Best Practice

Social media designs of a creative agency promote the look (the’image’) of a company. Modern graphic design increases the interaction with the users and thus the profit – whether registration, sale of the establishment of contact. If you want to keep your social media concept lean, you can rely on Instagram, especially with young target groups. With extensions (crossmedia) to Facebook (ads) and Youtube (embedding on blog, partners and press). Today we want to give an insight into what a modern PR concept looks like. Here in best practice of an event. Here are the key data:

  • Model castings for international model agency parallel to Fashion Week
  • Location (first class) above the rooftops of Berlin (House Of Weekend)
  • Opportunity for agency contract and international clients
  • Target group: Female (70%) aged 15-22; Male (30%) aged 16-25

Finished design for Instagram posting and story

This is what the finished animated GIFs look like, which will later be converted to MP4 to be compatible with Instagram.

Instagram Story: Design incl. Swipe (Link) Note

The “Swipe up” function is used to gather information. By wiping with a finger on the smartphone, users can access the link directly. It opens in the browser of the smartphone. Learn more about advertising on Instagram: Stories.

Instagram Posting: Design for channel and advertising

The following graphic is a little smaller in size than the story – why is that? Instagram specifies certain dimensions. Stories are theoretically an inverted HD screen:

  • HD screen: 1920 pixels wide x 1080 pixels high
  • HD screen: 1920 pixels wide x 1080 pixels high
  • Smartphone: 1080 pixels wide x 1920 pixels high

With this you have used the full screen in the graphic design and the user does not see any annoying edges. For postings in the instagram channel or in the timeline we use a smaller version, which fits perfectly into the news.

Another advantage is the use of graphics for advertising on Instagram by the ad manager. Here we achieve additional reach through our lookalike audience.

Graphic design: Creative agency with an eye for style

As you can see in the following screenshot, the development of such a graphic design for Instagram (also Facebook, Youtunbe & Co.) in the high-end area is a complex matter that requires the experience and expertise of the media manager:

Next: Advertisements and Cross Social Media

The basis, our key data, the strategy, the concept, now it goes to the range! We use a mix of ads (Instagram and Facebook) and a youtube video for embedding in the blog and for the press.

Advertising on Instagram and Facebook

The graphics are now used for the ads after being posted and collecting first organic interactions from fans. Since the promotion is also about people who have not yet interacted with the model agency, the reach is extended by additional, purchased reach. As a social media agency, you pay strict attention to click prices when it comes to effectiveness. An example:

  • Campaign A: Instagram, Video, 14-24 years, female, Berlin (+20km) reaches a CPC (Costs per click) of 0.38 EUR
  • Campaign B: Instagram, Image, 14-24 Years, female, Berlin (+20km) reaches a CPC (Costs per click) of 0.61 EUR
  • Campaign C: Facebook, Video, 16-25 years, female, Berlin (+20km) reaches a CPC (Costs per click) of 0.25 EUR
  • Campaign D: Facebook, Picture, 16-25 years, female, Berlin (+20km) reaches a CPC (Costs per click) of 0.59 EUR

Here we would clearly opt for Campaign C with a click price of 0.25 EUR when it comes to Facebook and at Instagram we opt for the video campaign A. Advertisements are tested and, depending on success, cancelled or equipped with more budget.

Facebook Event: Use Network + Recommendations

Facebook is a great place to work with events. Facebook is happy about good events and plays them off relatively well compared to normal postings. Events are an excellent place to collect prospective customers. This way you can constantly share information about the event but also provide questions and answers. Many advantages, the event can also be advertised and thus higher conversions are achieved by direct click.

Gepostet von Cocaine Models am Sonntag, 24. Juni 2018

Youtube video for embedding for blog and press

Pictures say more than a thousand words – how much does a good video say? We use additional, small social media video clips for Youtube for many campaigns. The reason is simple: there is a lot of information that can be perceived by the user through video. Much more than a picture can do and much, much more than a text can do. Videos are interesting and by the modern content management systems, which are used by publishers in addition, Blogger and enterprises, video are simply divisible. Such a YouTube video is simply embedded and users can click on the video. Here is an example of a small, fast video for the promotion:

Intermediate conclusion: Social media needs creativity and concept

Social media strategies only work if several factors come together. Structure alone is not enough. Design alone is not enough. Social media managers need a feeling for fans and followers, but also for the system, structure and of course the selection of media and social networks, so that the concept remains slim for the customer and the performance is right.

Practical tips for a lean campaign: graphics, time & money

Graphic design for social media sounds like a relatively simple story to many people, but the conception is very complex. Social media live from ensuring a constant flow of information from us as a company to consumers. Constant information, transparent insights but also current news that are relevant for our fans. The greatest difficulty in graphic design for social media, however, lies in the daily preparation of new content. Those who also work cross-medially, i.e. across networks between Instagram, Facebook, YouTube or social platforms such as Pinterest, constantly need new content, which in turn is prepared differently for the individual social networks.

Graphic design for Facebook

On Facebook alone, there are countless opportunities for us to work with media. The simplest form is text, but you can add emoticons, links or quotes to the text. The next step is about photos, sounds simple, but is also complex. What is our strategy? Do we have models who are photographed by a photo shoot that takes place at regular intervals to provide new material? Do we have a design concept because we don’t rely on human characters but on graphic elements? Do we use drawings or minimalist styles? The planning of a photo shoot or the concept for a corporate design concept alone, which can then be applied to all social media, even with several graphic designers, takes time. Basically, however, it always needs a good address, which consists of:

  • Text and wording
    Important: Never use slang or colloquial language. Statistically, people migrate to’flabby’ formulations
  • Emoticons say more than a thousand words
  • link to the online shop or to further information
  • More possibilities: Quotations, questions, discussions, etc.

Producing or designing photos: Stylish or optimized?

If we now combine text and photo into one element, then we already have another form, information graphics. So we don’t just make graphics or beautiful photos, but also edit them further, e.g. with text information or also with icons or arrows and circles. This enables us to provide the user with much faster visual access to the information. e.g. by the text hint, arrows or circles mentioned above. If text is placed, how much at all?

Note different formats and dimensions for end devices

If we also plan advertisements on Facebook, we have to be a little cautious with the text content, because purely from the interaction, we should renounce text shares. Facebook ads make the process even more complex, as different graphics have to be created for the different end devices, e.g. notebooks or smartphones. As shown above, each individual social network, but also each end device, uses certain formats. So if we make a posting that is to be launched as an advertisement at a later date, we have to pay attention to it.

If you want to save budget and place a cheap ad, you can work with a square here, for example. The square can be placed nicely on Instagram as well as on Facebook. In the next step we come to an even more complex form of content: videos.
video content for Facebook and Instagram

Not only are videos much more complex to produce, the content must also be adapted to the social network. On Facebook, for example, most video content is initially played without sound. But if there is no sound available to us and it first has to be switched on by the user, caution barrier (!), then we already have to place elements in our video, as well as text, arrows or circles, which exactly point out the advantages to the user. We do not have long time, such a video ad on Facebook, whether organic or through an ad, should not take longer than 30 seconds. Depending on the product, 15 seconds or if it is about image, no matter if for a company or an NGO, also one minute. The lengths are therefore variable depending on the projects and target group.

All these aspects must be considered before the media production, after that comes the booking of the videograph, the video editing but also the acceptance and certain change loops. That’s how complex content planning and production for Facebook can be!

Content Tips for Instagram: Faster Media

How do Facebook and Instagram differ in their approach? Facebook has older users and many users on notebooks and desktops. Here the content and information is often even more detailed, because the individual user gives the content one or two seconds more time – than with Instagram. In addition, text fade-ins are shown immediately. Instagram is much faster here, the timeline lives on many photos and fast likes.

Texts are not placed very prominently and are only partially displayed. It is not possible to set links in the classic postings, only in the Instagram Stories. So our content for Instagram needs to be simpler and deliver the USP that differentiates us from the competition. Products and ideas must therefore be placed relatively prominently, i.e. directly visually perceptible.

That’s why the complexity for Instagram is a little easier than for Facebook (faster production). We don’t have to think about the different devices, because Instagram is used via tablets and smartphones, desktop and notebook are usually omitted. The user group is very special, young and mostly trendy.

Facebook cost-effective, content and ads

As shown in our example above, this best practice is a great way to learn how to make a simple ad.

Theoretically you only need the basic knowledge in Photoshop, which you can learn here on YouTube, some creativity and stockfotos. From this you create a graphic, which then becomes an animation with a few changes. In our Best Practice design example, for example, it is the font that appears: We, want, you! Through animation and movement, our content is much better perceived by users. We do not need any elaborate productions, no photo shoot but also no video production. All we need is our notebook, Photoshop and creativity.

Mobile First: Think of your audience

Most of today’s traffic is generated via mobile devices, so it is worth focusing the ads on square formats or on upright. If you also place advertisements, you can quickly make changes here in the Photoshop file to e.g. make an AB test to find the more effective graphics. The exported GIF file can then be easily converted to a MP4 file, which can be easily published on Instagram and Facebook.

Here once again the differences in the dimensions (pixels):

  • Smartphone: 1080 pixels wide x 1920 pixels high
  • classic HD screen: 1920 pixels wide x 1080 pixels high

Social Media Agency for Graphics, Design, Strategy & Performance

If you are looking for a Social Media Agency , which brings all this experience and expertise with it, just as always has new developments in mind, packs them into new concepts for you and develops strategies for the future, then you are exactly right with us. Our experts are happy to help your company with their experience and know-how in the further development of your social media. Social commerce is playing an increasingly important role and the possibilities of image building and public relations in social media are also on a completely new level. Direct contact with customers not only helps in service, but also in product development and of course in sales – most important.

Speaker: Social Media Manager Training – Today it’s about food!

Today we were guests in Bavaria! Beautifully located but also planning intensive, today’s workshop meeting has taken us into the heart of Bavaria. Early in the morning, 7 o’clock in Munich, with the start of the hotel began super, fantastic weather, the Munich city center, the anticipation is great and the first way leads us to the Bavarian country. You rarely experience such wonderful moments during a speech, even on arrival. The sunrise over the Bavarian Alps, small lakes and left and right again and again a few cows. Not only wonderfully romantic but also a perfect preparation for today’s workshop in a large organic food company. With a long tradition and company history, the company is not only well positioned in the specialist trade but also digitally. Social media marketing is also to be expanded so that the online shop receives even more attention. More reach, more fans and more information for all those who already love the brand and all those who will hopefully soon love the brand! After a three-quarter hour drive over the green landscapes of Bavaria we were there. In the midst of green meadows, a small village and a huge headquarters. However, not in the way one thinks of a classical headquarters, but in the way it should look for a modern organic company!

First we came to an entrance, with a small biotope, everything framed with glass and over a small wooden bridge it went in over the shallow water, the friendly reception let me then on another building, could the small biotope still be topped? Yes! In the marketing building, there is a small organic supermarket downstairs, next to it a kitchen, with bakery, butcher and daily changing menu. You don’t have to eat in a barren room, you can use the huge foyer with big plants, small wooden sticks connecting the different tables, bright, large glass surfaces and friendly staff. If I wanted to work in a food company, I’d start here!

Philosophy in companies for authentic social media marketing

The business environment is particularly important for authentic social media marketing. Do we convey a marketing message that we create purely through our conception or do we reflect a real, honest environment? Those who already have a positive influence in their own company in such a holistic way will receive a lot of positive feedback from their fans to the social networks as well as from their employees. Because even a nice working environment ensures that a brand is perceived as interesting both internally by the own employees and externally by the customer. And interest is exactly what we want for our marketing! The more prospective customers we attract, the more products we can sell. Reach is therefore the be-all and end-all in social networks and also in marketing. The positive effect that the own working environment can have is also shown by the companies themselves, as well as Facebook. With different zones so that employees do not find themselves in grey boxes, but in a free environment in which they can also develop themselves. Satisfied employees attract new applications and so you are much better positioned in recruiting. Finding new talents for your own company can increase your own growth. Social media marketing is about more than just your own marketing. It is about customers, prospective customers, people who do not know us yet but also people who know us by heart, as well as employees. The own social media concept should cover all these components and transport them in the messages. That’s what it’s all about today!

Lecture Structure, Social Media Marketing and Emotions

Social media marketing can of course be explained in principle in its strategies and methods, so that one understands the processes behind it, for example, the causes and effects. Here in Munich, we have been particularly concerned with promoting social media marketing. Although the brand is represented in thousands of stores, the current social media figures can still be significantly expanded. We are currently still below a threshold of 1000 fans. The first 1000 fans, as we already reported in one of our blog entries, are very important for the reputation and also the public image. The aim should be to reach not only our own customers in Munich but throughout Germany through classic social media marketing and advertising and ideally to draw them to the online shop or to remind them to use our product in the supermarket the next time they shop!

Lecture Part 1, Social Media Marketing and Advertisements

In the first part of the lecture, we will focus in particular on standardized marketing opportunities through social networks. While the emotionalization is only discussed in the second part, the basics are really at stake here. We talk about the basic possibilities that are offered in the social networks. Because the individual social networks differ in their possibilities to generate reach but also in the functional possibilities and/or in the target group. Depending on the product and brand, careful attention should of course be paid in the run-up to such a strategy for social networks to which networks one reaches which people in order to draw the greatest effect from one’s own campaign. If you focus on the wrong social network right from the start, you are burning cash and will not reach the right people who will ultimately interact with our product or brand. That’s why we filter in the first part of the lecture which social networks are profitable at all. Point for such a food company that works strongly in the organic sector and thus also has a trend, here we speak of organic food or also the whole area around vegan and just the explicit sale of organic products. A positive image that ideally we should also reach a target group interested in such products. These include, of course, young mothers who focus on a healthy diet for themselves and their families. They also include young to middle-aged people who can still be reached via social networks. Those who most likely have a higher standard of living and can therefore afford food that is a little more expensive than the conventional product from the supermarket, but who have a high affinity to online trade, as this is to be expanded in the future. All these factors must also be taken into account and we are not yet in the active work of the Social Media Manager. We also focus not only on the needs here in Munich and the surrounding area, in Bavaria, but also on the needs of the inhabitants of Berlin, Hamburg and cities such as Cologne, Düsseldorf and Frankfurt. The company is positioned throughout Germany but is also active in various other markets, in a total of 17 countries. First of all, however, we want to create a working concept in our home market that can then also be adopted for other markets or languages.

In the first part of the workshop, we will discuss all these aspects, but also other factors, e.g. the various placement possibilities of the content as well as advertising measures, with the employees in Marketing.

Lecture part 2, reach and emotionalization in content

Content is the big magic word when it comes to success and social networks but also in the entire online marketing. Content is not only important in social networks, search engine optimization also depends on good content. Those who manage to create content that inspires people or to which they assign added value will automatically generate more reach through the higher interaction rate of their own fans and followers. Here about the interaction rate is, that is, the more frequently a post is commented, geliked or even shared, the more attention it gets through the algorithm of social networks. This increases the relevance of your own contribution but also of your own social media channel. The more continuously one maintains this strategy, the more successful one becomes automatically. It is important that the content has an emotional effect on our fans. Therefore we create in our lecture different creative concept which we discuss here in Munich live on site. Our creative concept is based on the observation of various players in the market. This includes e.g. bloggers but also magazines or media that deal with the topic of food. One looks a little at the international markets and other regions that have similar preferences, but differ a little in their strategies and methods, as well as America or South Korea. It is about competition and competition, but also about more distant competitors, as well as completely different industries and the learnings that can be drawn from their social media activities as a company. In the second part of the presentation, we look at these aspects and how they can be used to fill their social channel with daily content that not only gives their fans more value but also a certain emotional attachment to their brand. Over time, days, weeks and months we form real brand fans. That’s why they do social media marketing!

Social Media Agency Munich

Are you looking for an agency that can show you as a company in Munich how to create performance on social media? Our social media experts help their employees in training and further education to master the first important challenges for their company. We show possibilities and strategies and develop a first plan together, for the first weeks and months. With the lecture and with the later practical work of their employees, the knowledge will be consolidated and expanded. Ultimately, as a company they are then able to conduct their basic social media marketing in-house so that they can constantly advance the latest content and guarantee a look behind the scenes. Workshop, strategy or consulting, our experts are there for your company. Get in touch with us.

Online Supermarket Test USA! From organic food to grilled meat on Instagram

In the United States, there are now the largest supermarket chains in the world, Walmart, Whole Food or even Trader Joe’s. Doing the big weekend shopping and then driving home in the SUV to the family, the few want to do that themselves. As a result, US online food retailing is growing rapidly. From New York to Los Angeles and Las Vegas, more and more people order their food, from fruit to drinks, vegetables, sugar, bread and salt more and more on the Internet. It pays off an online order! Not only that you save a lot of time shopping, as well as carrying the many shopping bags, sometimes you even save real money! Because it’s worth shopping online, especially when you’re buying in bulk. Not only for families, but also for singles, the online order is always attractive and therefore we wanted to look at the US supermarket chains in comparison. Who tries, who gets his fans involved, who reaches the most people?

The big supermarket chains have long been on the Internet and try to bring their products digitally to the man and to the woman. The Internet shops are very simple, so that you can not only order conveniently from the notebook but also from the phone. Not only the big supermarkets are involved, also Amazon is becoming more and more widespread in food online trading. With the first pilot projects you try to become a permanent player in the market. The food industry is very hard! It’s about every single center and every single gram. You only make money with the big crowd, that’s why it is so important for online shops to reach a lot of people.

Target group for online food

The target group for online grocery orders is clearly defined and aimed at an audience that is very Internet affine anyway. If you do not order anything else on the internet, you will not start with food. However, the other ordered products, no matter in what form, for the jump to the first food order is not far. If you look at the online usage of the Americans, we focus on an audience of 20 to 40 years. For people from 35 to 45 years you should drive another campaign. For people, including seniors and retirees, a second campaign, which specifically addresses the children of the elderly, is also profitable. With the incredible advantage that the old man or the old lady no longer has to carry their bags themselves. But they are conveniently delivered to the front door. It is not just about fruit but also about everyday things and kitchen rolls or toilet paper, dish soap but also sugar, pepper or paprika spice powder.

Instagram Marketing of the Big US Supermarkets

In addition to Facebook and YouTube, Instagram is part of everyday life today. Thanks to the new Instagram shopping function, you can now also guide your own fans to the online shop for the first time. No winning code or awkward clicks through a link on the biography page of Instagram. Shopping on Instagram has never been so easy and that’s why we wanted to take a close look at the market. Food on the internet that is relatively new, that’s why here our market check USA!

Markets in comparison

If you take a look at the Instagram channels of America’s largest supermarket chains, it quickly becomes clear that the social media managers attach particular importance to healthy food, families or animals. Especially Whole Foods has come up with a very nice idea: a dog carrying the Whole Foods bag in its mouth? Brilliant! Kroger is a little less creative on Instagram. The food does not look appetizing, the posts are not varied, here simply the creativity is missing.

  • Whole Foods: Getting the Dog – 8.5 / 10
  • Walmart: The Family Market of Fashion, Food and All – 7.2 / 10
  • Trader Joe’s: Tasty Meets Art – 8.1 / 10
  • Aldi USA: Upcoming for Fresh Foods – 7.8 / 10
  • Sprouts: The Farmers Market – 6.9 / 10
  • Fairway Market: Freshness that does not quite perform – 6.7 / 10
  • Wild Oat Marketplace: Wild, wild, wild! – 6.2 / 10
  • Kroger: Well meant, but no – 4.8 / 10
  • Food Lion: Little Performance – 6.0 / 10

Quick check for engagement

The quick check at the bottom of each retailer’s retail list gives you an idea of ​​the interaction rate. Quickly skipped is the formula:

Engagement = Likes / Followers

Of course, the result can be influenced by social bots. Ultimately, however, at least a cross-sectoral indicator that allows quick conclusions. These interaction rates can be checked more precisely by long-term tracking of posts, comments and likes. The Total Rating then stands for the combination of interaction with the visual performance of the channel.

Whole Foods: Getting the Dog

Whole Foods is a real giant! The Instagram channel has over 2.5 million fans and the concept is also very delicious. A special teaser at Whole Foods are the dogs in each 7/8 image. A small, cute dog with Whole Food bag. We’ve talked about Petfluencer in Marketing before.

  • Rating: 8.5 / 10
  • 2,962 posts
  • 2,500,000 subscribers
  • 4,517 subscribed
  • 13,600 likes on average
  • 157 comments
  • Quick Check: 0.54% engagement
  • Whole Foods Instagram

Walmart: The Family Market with Fashion, Food and Everything

Walmart is known worldwide and Walmart brings it to Instagram on Instagram. Walmart is clearly broader than the typical food supermarket. Fashion, furnishings but also events, sports and animals.

  • Rating: 7.2 / 10
  • 1,326 posts
  • 1,000,000 subscribers
  • 54 subscribed
  • 3,600 likes on average
  • 132 comments
  • Quick Check: 0.36% engagement
  • Walmart Instagram

Trader Joe’s: Tasty meets art

Trader Joe’s has one of the most beautiful channels because they dare. With small drawn cartoon sketches they tell little stories or take drawn hands that pick up the bacon. Very loving and partly elaborate thought and produced.

  • Rating: 8.1 / 10
  • 292 posts
  • 424,000 subscribers
  • 0 subscribed
  • 9,870 likes on average
  • 241 comments
  • Quick Check: 2.32% engagement
  • Trader Joe’s Instagram

Aldi USA: Upcoming for Fresh Foods

Tasty and fresh, very different than you know it from the German original. Aldi USA presents itself as a healthy brand with fresh fruits and vegetables as well as delicious breakfast ideas.

  • Rating: 7.8 / 10
  • 545 posts
  • 185,000 subscribers
  • 114 subscribed
  • 1,900 likes on average
  • 32 comments
  • Quick Check: 0.10% engagement
  • Aldi USA Instagram

Sprouts: The Farmers Market

Go Green! At Sprouts there are fresh vegetables and fruit from the countryside. Sprouts knows how to deal with delicious novelties as well as classics like tomato and paprika.

  • Rating: 6.9 / 10
  • 1,544 posts
  • 113,000 subscribers
  • 6,879 subscribed
  • 813 likes on average
  • 14 Comments
  • Quick Check: 6,08% engagement
  • Sprouts Instagram

Fairway Market: freshness that unfortunately does not quite perform

Fairway Market is unusually fresh, showing not only products but also manufacturing and producers. From grilled meats to delicious desserts, everything included. Nevertheless, Fairway Market with 1,119 postings manages only 6,819 followers. Strange, still nice!

  • Rating: 6.7 / 10
  • 1,119 posts
  • 6,819 subscribers
  • 2,724 subscribed
  • 104 likes on average
  • 9 comments
  • Quick Check: 1.52% engagement
  • Fairway Market Instagram

Wild Oat Marketplace: Wild, wild, wild!

After the good recommendations, it is now a little unsorted at Wild Oats. As the name Wild says, here on Instagram we have a mix of sunsets, reposts of other users, shelves, flower markets – what? Where is the focus?

  • Rating: 6.2 / 10
  • 345 posts
  • 8,556 subscribers
  • Subscribe to 1.451
  • 82 likes on average
  • 4 comments
  • Quick Check: 0.95% engagement
  • Wild Oat Instagram

Kroger: Well meant, but no

Kroger is also one of the largest supermarket chains in the US, but Instagram does not represent that at all. Blurred photos, not very well put together food (pancake disaster or muesli / cheese / something Bowls), right after spooky photos with supposedly funny fonts. Heavy food with few followers. The CTA link (Call to action for possible sale) leads to a PDF form. Only just over 50,000 followers in over 1.5 million Facebook. Weak performance.

  • Rating: 4.8 / 10
  • 1,142 posts
  • 52,100 subscribers
  • Subscribe to 1.452
  • 439 likes on average
  • 22 Comments
  • Quick Check: 0.84% ​​engagement
  • Kroger Instagram

Food Lion: Little Performance

Surprising is also Food Lion. One of the big supermarket chains in the US, but only 6,627 followers. Strange but true. They try very hard, but only makes the typical mix of Facebook photos and any tasty reposts.

  • Rating: 6.0 / 10
  • 177 posts
  • 6,627 subscribers
  • 0 subscribed
  • 68 likes on average
  • up to 2 comments
  • Quick Check: 1.02% engagement
  • Food Lion Instagram

The largest food chains in the US

These are the largest chains of the USA currently (source: Wikipedia).

  1. Albertsons LLC – 2,400 stores
  2. Aldi Nord (operates under the name of Trader Joe’s) – 479 stores
  3. Aldi Sud (operates under the name Aldi) – 1,600 stores
  4. Costco – approximately 500 warehouse stores
  5. Ahold Delhaize – 2265 stores
    Food Lion (1098)
    Hannaford (188 stores)
    Giant Carlisle (197 stores)
    Giant Landover (169 stores)
    Stop & amp; Shop (416 stores)
    Martin’s Food Markets (197 stores)
  6. Kmart Super Center – 1 store, formerly 105 stores at its peak
  7. Kroger – 2,460 stores;
  8. SpartanNash – 167 retail stores
  9. SuperValu Inc . – 1,582 stores (691 corporate and 891 franchised stores)
  10. SuperTarget – 251 stores
  11. Walmart – 3522 stores + 699 Neighborhood Markets + 660 Sam’s Clubs
  12. Whole Foods – 430 stores

Conclusion it could be more in food online trading

Instagram marketing has not yet fully penetrated the big US supermarket chains. In particular, 2 of the big chains are so far hardly trouble on Instagram to be present. As they gather over a million fans on Facebook, the Instagram channels abandon loveless postings. Badly copied is only just won and therefore it is advisable to reconsider its Instagram marketing strategy for large American food retailers. New content, new ideas, new photos and videos! A large part of the US supermarkets already has a good figure in Internet marketing. Nevertheless, the giants can learn something from the small startups. That’s why we took a close look at the food startups to find out why their interaction is 10 times higher on average! How does it work out here compared to food startups!

 

Top Food Start Ups USA Check! High Investment Marketing – Guaranteed Success?

After we compared the food online shops USA and food shops in Germany in our last food check, today we draw the comparison to startups in the food online trade! Why? In the analysis of the US and German supermarkets, which are active on Instagram to gain more reach, the relatively low interaction rate has been noticed. On average, American supermarket chains are barely achieving an inflation rate of 1%.

What does this interaction rate mean?

Everyone can have fans, eg. through a one-time but big promotion. As a result, many people became aware of us once, follow our channel but are then ghosts. No interaction, no likes, no comments. Our brand is consistently ignored. The interaction rate is very easy to calculate, in its simple model

Interaction = (likes + comments * 4) / number of followers

So if our channel has 100,000 fans, but only 875 of them interact with our medium, our below interaction rate is under one percent. If we had 5,100 interactions, we would be at 5%. For large companies can make a small smear here, by their already very high online presence, you reach many people. The calculation of the interaction quota is therefore so important for companies. Fans are relative, we explain this again and again in our work as a social media consultant. Many supposed influencers buy their likes or followers on the internet. Filtering out who has real increases and who is struggling with unfair means is the challenge. That’s why many companies consult a social media agency when it comes to booking bloggers. That shows the great value of the interaction.

That’s why even big companies should make an effort in their social media marketing, because it is not just about the fans that are achieved by the general brand awareness, it is about creating interaction in this community. Especially the community thought is important, why am I on Instagram? What added value am I looking for here? Do I want detailed information? Do I want many lyrics? Or do I just want to be entertained?

It’s precisely this regular and steady flow of information – photos and videos instead of long texts – that should be taken care of in Instagram Marketing . In particular, food start ups make this work. No matter if it’s about the muesli for the trouser pocket or a healthy smoothie. Young founders have a lot of ideas and some make their idea a true brand!

Food Start Ups in the US vs Germany

Of course, we first stretched our feelers towards the USA. With a reputed article as a basis, we set out to analyze the various Instagram accounts. We quickly noticed that many US food start-ups are having less trouble with their Instagram channel. It looks quite different in Germany, here we could not find a single bad candidate from our various copies. As part of our company’s social media marketing in the food industry, we wanted to share a few channels with you, including 3 US examples and 3 examples Germany present. Includes interaction rates and followers for a quick comparison.

Negative Example: America’s Start Ups Spend Little Time

  1. Melt Organic – Wow … speechless. Where is the Social Media Manager – 3.5 / 10
  2. Rooibee Red Tea: More standard does not work: Product, Influencer, ready – 5.1 / 10

To save the honor, we still have a positive example from the United States: Love Suja – The only bright spot, is still! – 6.5 / 10

Positive example: attention to detail from Germany

  1. Little Lunch Soups: Tasty Stews in Glass – 8.1 / 10
  2. Oatmeal: The Muesli for Your Pocket – 7.8 / 10
  3. True Fruits: Lives on the spirit of the “cult drink” – 6.1 / 10

Comparison: Start Up Instagram Marketing with High Invest – Guaranteed Success?

In my search for creativity in the food industry, of course, I did not come for a look at the USA. What about creative ideas in social media marketing? Here would have to find something! But … no indication. “The United States Of Food: The Most Well-Funded Food & Beverage Startups In Each State” ( article ) first promised me that it has to be good concepts, otherwise nobody would invest. Looking at the social media channels, I was amazed. Almost speechless. Little creative, total standard and no one manages over 5,000 followers. The worst examples (especially the area of ​​fitness I save you directly). No best practice! Here’s just a quick look at Instagram Nogos. You can also see the relatively high number of follower numbers compared to the interaction – bought? Let’s take a quick look at the frame data of the channels.

Quick check for engagement

The quick check at the bottom of each retailer’s retail list gives you an idea of ​​the interaction rate. Quickly skipped is the formula:

Engagement = Likes / Followers

Of course, the result can be influenced by social bots. Ultimately, however, at least a cross-sectoral indicator that allows quick conclusions. These interaction rates can be checked more precisely by long-term tracking of posts, comments and likes. The Total Rating then stands for the combination of interaction with the visual performance of the channel.

Melt Organic: Wow … speechless. Where is the Social Media Manager

No love in Instagram management despite great product and state in supermarkets. Melt is the slightly different butter. Unfortunately, the channel is anything but exceptional.

  • Rating: 3.5 / 10
  • 1,496 subscribers
  • 1,186 subscribed
  • 200 posts
  • 44 Likes on average
  • Quick Check: 2.94% Engagement
  • Melt Organic Instagram

Rooibee Red Tea: More standard does not work: Product, Influencer, ready

Standard, absolute standard. A bottle in close-up, some influencer looking at the ground … um 2.471 subscribers and only 16-30 likes. Again, there is again little love in the channel and more of a $ 9 Social Bot.

  • Rating: 5.1 / 10
  • 2,471 subscribers
  • 1,056 subscribed
  • 510 posts
  • 36 likes on average
  • Quick Check: 1.45% engagement
  • Rooibee Red Tea Instagram

Love Suja: The only bright spot in the US: It’s okay!

So that we can at least have a good example from the article “The United States Of Food: The Most Well-Funded Food & Beverage Startups In Each State”, here’s the channel of Love Suja. Actually only a drink, but chic, modern and lively presented. Where the subscribers are not genuine under warranty.

  • Rating: 6.5 / 10
  • 2,361 posts
  • 150,000 subscribers
  • 2,529 subscribed
  • 455 likes on average
  • Quick Check: 0.30% engagement
  • Love Suja Instagram

Food Startups in Germany: 3 Good Recommendations for Instagram

New concepts, new happiness. A look at the food startup industry.

Startups for Online Foods Comparison

We take a look at the new ideas around healthy eating, organic food, drinks and superfood.

Little Lunch Soups: Tasty Stews in Glass

From my own experience, I know how delicious the small glass are. With the TV-format “Cave of the Lions” Little Lunch became even better known. Also on Instagram, the company is exemplary with a mix of products, ideas and bloggers.

  • Rating: 8.1 / 10
  • 402 posts
  • 17,900 subscribers
  • 317 subscribed
  • 520 likes on average
  • 11 Comments (up to 200 on promotions, sweepstakes)
  • Quick Check: 2.90% engagement
  • Little Lunch Instagram

Oatmeal: The Muesli The Flapjack for the trouser pocket

Another cereal bar? Oh yes, the Start Up Hafervoll shows how to create a sympathetic, genuine and lovable product. For the mass market and for athletes. You are also very active on the Instagram channel.

  • Rating: 7.8 / 10
  • 465 posts
  • 20,100 subscribers
  • 3,771 subscribed
  • 1,220 likes on average
  • 47 Comments
  • Quick Check: 6.06% engagement
  • Hafervoll Instagram

True Fruits: Lives on the spirit of the “cult drink”

The Instagram channel is less successful than many others, but True Fruits is so well placed that many love the brand. They focus on transparent content and innovative bottle design. Just a little more than just a smoothie.

  • Rating: 6.1 / 10
  • 719 posts
  • 107,000 subscribers
  • 9 subscribed
  • 2630 likes on average
  • 39 Comments
  • Quick Check: 2.45% engagement
  • True Fruits Instagram

 

Conclusion of the startups, the big food companies can learn

Especially in the love and devotion to Instagram marketing, every single text, photo or video, lies the power of the young start ups. With an interaction rate of 10%, you typically get ten times more people to interact with their content in the form of likes or comments. As a result, you not only have more people actively committed to branding but also achieve a greater viral effect. With each Like also friends get to see the respective post and can choose to like it or ignore it. If you also decide to make a positive statement, the viral effect becomes even bigger. That’s why it’s so important for companies to pay so much attention to the interaction rate in their Instagram marketing and to the fact that users really interact with the medium and not just leave it alone. Therein lies the power of the startup.

Online Supermarket Check Germany! Food on Instagram: Who is the best?

Ordering fresh food online, whether in organic quality or the conventional products, more and more people are enthusiastic about food ordering from the Internet. Food, nutrition, healthy living but also the little temptations of everyday life such as a delicious barbecue with friends or the calorie-containing dessert are part of a good life. Everyone knows their own supermarket around the corner, and in large cities you often even have the choice between several providers. Even on the Internet, you can choose this great advantage between different online store providers for food. Thanks to the search engines, we always have the best recommendations for online shops at hand, even on the go on the phone, we can see what offers are currently available. Whether fruit, vegetables and meat and sausages. You can order everything online today. In Germany too, more and more supermarkets are converting from stationary to online retailing. Digital commerce offers great benefits for everyone involved.

Benefits of Food Online Trading

  • Less waste, the logistics chain produces less waste that is commonplace in brick-and-mortar retailing. Over amounts are thrown away or donated to aid projects. The majority ends up in the garbage bin. By pre-ordering on the Internet, you need fewer products in the central trade and thus in the supermarket.
  • All orders are managed centrally on a regional warehouse.
  • Less effort for the customer. No carrying, dragging or moaning under heavy bags anymore. Especially for heavy products with drinks and water, the customer does not need to carry bags anymore. That takes over the delivery service. Even third, fourth or fifth floor boarding is done by the caterers. Of course, such a food online ordering is of course very valuable, especially for seniors and the elderly, and that is why this concept pays off, even if very few seniors and older people currently order online.
  • Higher costs. Although one would think that prices fall through the online trade, these remain almost the same. The warehouse operator no longer pushes an 800 kg pallet at once but has to divide the big containers into individual pieces. 5 apples, three pears and 4 carrots. For this purpose, the logistics is much more complex, every single person must be approached, resulting in shipping costs. Ultimately, the purchase costs 2 or 3 € more, but you save a lot of work.

Prefer to order online or shop locally?

I myself am not a big fan of shopping online and how was in the supermarket around the corner. See products, but they also feel spontaneous considerations, what am I cooking today? On the other hand, there are products that we constantly need in our daily lives, not only kitchen rolls but also products like salt or milk or water. Such products can be perfectly covered by online orders. Also through subscription features that allow products to be delivered on a regular basis. As a social media agency , we wanted to take a closer look at this digital food trend. The food industry, as a very young segment, is also very interesting for our next lectures and speeches. The first pilot models and start ups have been around for 4 or 5 years now. That brings a lot of experience and expertise together. But how are the big food suppliers on Instagram? What effect do they achieve and which reaction? Today we take a close look at the food online suppliers and their Instagram Marketing .

The Market and Delivery Comparison: Who Convinced Instagram?

Rewe is an absolute role model in social media management. Chic, direct, well packed and makes you want more!

  • Rewe as a role model: recipes, help and delicious -9.1 / 10
  • Edeka: Tasty and with a line -8.5 / 10
  • Alnatura: Organic Supermarket -8.9 / 10
  • Temma: Organic Supermarket -5.6 / 10
  • Kaufland: baking and frying -6.2 / 10
  • Lidl: There’s no arguing about taste -4.3 / 10

Quick check for engagement

The quick check at the bottom of each retailer’s retail list gives you an idea of ​​the interaction rate. Quickly skipped is the formula:

Engagement = (likes + comments * 4) / number of followers

Of course, the result can be influenced by social bots. Ultimately, however, at least a cross-sectoral indicator that allows quick conclusions. These interaction rates can be checked more precisely by long-term tracking of posts, comments and likes. The Total Rating then stands for the combination of interaction with the visual performance of the channel.

Rewe as a role model: recipes, help and delicious!

Rewe not only has his @rewe channel, but also various subaccounts, such as careers @ Rewe career. Of course, not everyone can afford such a large network, but it is exemplary. In addition Rewe puts always small cards with short, suitable texts like “Mango No.5” (allusion to the summer hit) or also with pancakes “Yes! Queline”. Clean integration of private label Yes! in the post.

  • Rating: 9.1 / 10
  • 792 posts
  • 130,000 subscribers
  • Subscribe to 378
  • 2,000 likes on average
  • 30 Comments
  • Quick Check: 1.53% engagement
  • Rewe Instagram

Edeka: Delicious and with a line

In particular, Edeka focuses on his well-known corporate design of dark background and colored, colorful foreground. Simply explained: Black slate in the background and delicious food, logo or writings on top.

  • Rating: 8.5 / 10
  • 469 posts
  • 81,800 subscribers
  • 308 subscribed
  • 1,200 likes on average
  • 16 comments
  • Quick Check: 1.46% engagement
  • Edeka Instagram

Alnatura: Organic Supermarket

Alnatura is about organic products. The assortment is designed for this purpose and Alnatura is no longer found only in big cities but more and more distributed in Germany. The company is also busy on Instagram.

  • Rating: 8.9 / 10
  • 522 posts
  • 100,000 subscribers
  • 252 subscribed
  • 1,625 likes on average
  • 18 comments
  • Quick Check: 1.62%
  • Alnatura Instagram

Temma: Organic Supermarket

The Rewe daughter is currently being tested in Cologne and Dusseldorf and I am to add as a high quality organic segment to the parent company. Rewe has many daughters, including Penny. The high engagement rate (return of likes and comments of the followers per picture) is still so high Temma, since it is a young channel. The first followers are often employees, friends, etc. Of course, they have a higher involvement and tend to like it more.

Penny is currently still on its own Instagram channel and currently serves only Youtube and Facebook. Facebook makes it to 327.103 like “likes” information, so the jump to Instagram would be made quickly.

  • Rating: 5.6 / 10
  • 95 posts
  • 403 subscribers
  • 259 subscribed
  • 35 likes on average
  • up to 1 comment
  • Quick Check: 8.68% engagement
  • Temma Instagram

Kaufland: baking and roasting

Kaufland relies less on the actual Instagram user (reference: lifestyle, tendency to a healthy life), Kaufland rather picks up the roast and roast friends. From stewed goose to hearty ribs on dumplings.

  • Rating: 6.2 / 10
  • 214 amounts
  • 31,600 subscribers
  • 23 subscribed
  • 1,150 likes on average
  • 14 Comments (sometimes 100+ with questions)
  • Quick Check: 3.63% engagement
  • Kaufland Instagram

Lidl: You can argue about taste – not!

Phew. Tasty far from delicious is Lidl. Black people, next to black sandals and below text, text, text. Products are small, there are many, no focus. Where do you start? Not at all.

  • Rating: 4.3 / 10
  • 1,185 posts
  • 131,000 subscribers
  • 30 subscribed
  • 530 likes on average
  • 22 Comments
  • Quick Check: 0.40% engagement
  • Lidl Instagram

Hello Fresh: Tasty Recipes in a Box

Hello Fresh supplies cook boxes containing fresh food and suitable food. On Instagram, Hello Fresh convinces very simply with healthy meals on rustic plates. Top!

  • Rating: 6.0 / 10
  • 1,897 posts
  • 42,500 subscribers
  • 2,700 subscribed
  • 1,086 likes on average
  • 31 Comments
  • Quick Check: 2.55% engagement
  • Hello Fresh Instagram

Conclusion German food supermarkets on Instagram

After 3 days of intensive work with the food industry in Germany, the USA and Europe, we can draw the following conclusion for Germany. Especially the big chains, if they are represented on Instagram, are well positioned. The only exception here is Lidl, either the concept is not aesthetically planned or one has forgotten to deal with Instagram. Rewe and Edeka focus on delicious dishes, freshly presented, day after day. Even Kaufland can convince less, currently reaches more than 100,000 people. In addition to the traditional supermarkets, there are also the organic grocers!

Instagram is made for lifestyle! Of course, biologically correct diet, vegan trends or even others like Detox fit perfectly into this social network. That’s why the organic online retailers are relatively strong in the market. Alnatura sets a good example and shows how to connect the world with a good attitude to life and your own brand. If one compares the interaction rates of the different supermarkets, then it turns out that with the fewest a high interaction exists. Although a relatively large number of people follow the channel, only relatively few likes or comments are made. On average, the major German supermarkets barely manage one percent of the interaction rate. In contrast, there are startups who can look forward to almost 10% interaction rate! What can the big companies learn from the new players? Here’s a glimpse of the Food Start Up World on Instagram.

Instagram Strategies and Social Media Managers Career

All social media news for the current week. Among other things, 52 Instagram strategies packed in an infographic, so you can plan your next Instagram concept with best practice examples. In addition, Social Media International highlights the careers network LinkedIn, what does it actually do, how does it work and for whom is the social network suitable? Social media occupational fields were also an issue this week. In the past, people mainly confined themselves to Facebook, which is the case today for different occupational fields in the social media world and how to reach the top current jobs, the blog Social Media for Business explains. Here you come directly to the Social Media Marketing News (all headlines).

  1. Instagram Strategies for your Business
  2. Social Media job profiles and 5 reasons why LinkedIn is the right platform for your job search
  3. Getting tips for developing your communication strategy
  4. Social Media Career

Social Media Marketing: Strategy through Best Practice

Instagram Strategies for your Business

Finding an important social media strategy for Instagram is difficult enough, especially for young companies, self-employed individuals and startups. In today’s social media marketing mix, there is no longer just one important social network, but different platforms, with different advantages and disadvantages. While you can easily share up-to-the-minute information on Facebook, YouTube is popular for this short-term effect as well as for its long-term impact. Instagram is increasingly becoming a permanent advertising channel, Pinterest provides search engine placement and references to its own website, Twitter is for the press and Musically for the extremely young audiences. That many young social media managers are overwhelmed at this point is more than understandable.

Learning Best Practice Projects!

If you’re a social media manager, take a look at Best Practice Projects , content that works. Aristotle once said that we can only look so far because we are sitting on the backs of giants. That is, we learn from those who have done it before. From this we can draw conclusions and perhaps even avoid our own mistakes. Avoiding risks is ultimately not just the campaign but the whole company. To avoid this risks read here How to Schedule Instagram Posts: The Complete Guide.

Is LinkedIn the right platform for your job search?

Who has mastered the first strategies and feels more and more confident as a social media manager, who can someday also look for a job. Whether it is after the internship or after training or after starting in a smaller company and the desire to change professionally. But how do you actually get jobs as a social media manager? Social Media International today writes about five reasons why LinkedIn is the right platform for your job search.

What is LinkedIn?

LinkedIn is a Career Network . This works in its principles as well as a social network, or Facebook. Only the focus of the network is on the professional career and the linking of business contacts. Instead of a timeline and girlfriend you have a timeline with CV. Here, strangers can directly see their own knowledge, which in turn can be confirmed by other users, but you can also in-depth information about the CV of the person and about the different steps in the professional life. Many big employers take a look at these profiles, so you often do not even have to actively advertise, but can wait for a headhunter to write you down because he wants to win you over for a big company. If you’re looking for a job now and want to become social media manager , here are five reasons to look for a job on LinkedIn!

LinkedIn also changed its design if you like to know the main changes, check this article Introducing the New LinkedIn User Interface by Top Dog Social Media blog.

Developing a Communication Strategy for Social Media Managers

As far as social media strategy is concerned, we already had 52 practical examples of how marketing works on social networks. In addition to the basic social media strategy, there are also various sub-areas that one must think of as an agency, startup and company. Among other things, this includes the communication strategy, that is, which content is actually communicated?

Career Profile of a Social Media Manager: Diversity

Social media strategy, communication strategy, what do you think about the extent of the social media manager job these days? In the past, the social media manager took care of everything, after all, there was only Facebook. Today, the job profile of social media manager is definitely more differentiated. How does one distinguish between the different social networks, but also between the different strategies modern? Is it about organic range or unpaid range? Is it about classic marketing, do we use influencer marketing, do we work cross-medially or just on a network, how do we produce content? Who is our target audience and how can we analyze it? At the very end, when we run a campaign, how do you monitor success? Questions about questions that a social media manager has to face in online marketing these days. That’s why the profession of social media manager today is much more diverse and no longer specialized in just one action or one skill. There are social media managers who are especially concerned with Facebook. Your entire day is Facebook. They run split test campaigns, create graphics for these AB tests, while others spend 3 months diligently planning an influencer campaign. Other social media managers only deal with content and others take over the photography and media work for Instagram. The bigger and more complex the company or the product range, the larger the social media management.

More highlights of the week from the most important German social media blogs we have here for you in the headlines!

Social Media Week: The news

Here you will find the recent social media usage worldwide.

Social Media One Blog

The recent headlines of Social Media One Blog are “Data scandal on Facebook / Cambridge Analytica and criticism of influencer marketing | Social Media Week” und “Musical.ly: Music Usage in Videos + 4 Tips for Social Media Managers”. Read more about the recent news:

Buffer Social Blog

This are the most recent headlines of Buffer Social Blog like “How to Discover and Create Content That Your Audience Craves (and Grow Your Following)” and “How to Schedule Instagram Posts: The Complete Guide”. You like to read more about them? Check the agencies recent blog posts:

Dustn Blog

This week Dustn Blog shows new “Why You Need to Be at Social Media Marketing World 2018” and “Instagram Sizes and Dimensions 2018: Everything You Need to Know”. The recent headlines:

Sueb Zimmermann

This are the most recent headlines of Sueb Zimmermann like “How to Use Instagram Story Highlights” and “3 Ways To Increase Your Instagram Engagement With Better Captions”. Headlines and news of the week:

Patrick Pegfitz Social Blog

The most newest agency Patrick Pegfitz Social Blog writes about “How to Create a Business You Love” also “How to Attract an Audience with the Facebook Creator App”. More headlines:

Top Dog Social Media

Here are the most recent news for Top Dog Social Media like “How to Optimize Blog Posts for SEO” and “How to 10x Your Social Media Engagement with Hashtags”. Read more about the news:

Jenns Trends

New by Jenns Trends, this week “Where to Put Your Instagram Hashtags” and “Everything You Need to Know About the New Instagram Algorithm”. More new topics of the blog:

Digimind Blog

Headlines and stories of Digimind Blog like “3 Must-Have Qualities of a Successful Digital Marketer” and “5 Indisputable Reasons For Companies To Invest In Social Listening”. News of the week:

Social Sorted

New blog posts by Social Sorted we found today are “7 Powerful Social Quotes To Make You Think [+ Free Quote Video Storyboards]” and “5 Ways to Be Like These Wine Businesses Crushing Social Media Marketing”. Read more about the recent news:

Socialpubli

This are the most recent headlines of Socialpubli like “Why You Should Incorporate Instagram Stories in Your Digital Marketing Strategy” and “Influencer Marketing: 4 advertising media that have been “dethroned””. More headlines:

Youtube Users Worldwide This Month

Today on the 18.04.2018 20:35:30 around1.481.844 people in New York (USA) are users of Youtube! Around 674.181 poeple in Los Angeles and 1.525.273 in London. How many Youtube useres does your city have?

City User Previous Growth
Shanghai 4.210.140 4.205.900 4.240
Beijing 3.734.432 3.730.671 3.761
Istanbul 2.434.254 2.431.803 2.451
Tokyo 2.345.516 2.343.154 2.362
Moscow 2.117.080 2.114.948 2.132
Seoul 1.769.951 1.768.168 1.782
London 1.525.273 1.523.738 1.536
New York 1.481.844 1.480.352 1.492
Rio de Janeiro 1.116.012 1.114.888 1.124
Singapore 960.684 959.717 967
Los Angeles 674.181 673.502 679
Cape Town 649.139 648.485 654
Yokohama 646.733 646.082 651
Berlin 610.503 609.888 615
Madrid 556.667 556.106 561
Rome 499.385 498.882 503
Dubai 497.362 496.861 501
Toronto 474.106 473.629 477
Taipei 469.490 469.017 473
Chicago 467.862 467.391 471
Paris 386.985 386.595 390
Montreal 286.299 286.011 288
Barcelona 278.495 278.215 280
Philadelphia 272.128 271.854 274
Kyoto 255.934 255.677 258
Munich 251.736 251.482 253
Milan 236.032 235.795 238
Dallas 228.747 228.516 230
Cologne 183.515 183.331 185

Data scandal on Facebook / Cambridge Analytica and criticism of influencer marketing | Social Media Week

This week, the social media world was overshadowed by the data scandal around Facebook. The exact details are still about 300 million data packets, which were obtained by the social media analysis firm Cambridge Analytica by dubious methods. Quite simply explained:

Why is the data scandal so big?

Previously, it was always possible to retrieve information from friends friends. So if resourceful developers develop a tool that people use, they sign up for, and also authorize their personal data to be forwarded, you’ll receive large data packets (many people) – from just one person. If a Facebook user has an average of 500 friends, you can already cover 50,000 people with just 100 participants (50,000 data packets). We all know postings in our timeline titled “So you would look like an actor” or “What is your zodiac sign?” These applications are written solely to collect data, the more data you have collected, the better it is possible to evaluate user profiles and target them with advertising. As far as the current data security scandal is concerned, this is about two points:

1. Advertising can also contain political content

Advertising does not necessarily have to be run by companies, advertising can also contain messages of political opinion. So data packets can influence elections, as is currently being debated, about the US election and the decision to “Brexit”. If you want to read more about it, you will find all relevant links in the press review below!

2. Analysis of persons for loans, loans and more

Who owns names and geodata, can connect people with more information. Let’s just say – a database about credit card information and a second one with Facebook data packets. From this new conclusions can be drawn. The more data a large company collects, the more accurately it can create profiles of individuals, but also of streets or neighborhoods. In the end, for inquiries, for example, for loans for houses, resorted to many data. As a result, our “private behavior” in social networks has an influence on our “public reputation”. Once the data has been created, it can be copied many times, very simply. If a person is thinking for a company, he can become it for other companies as well (data sales).

Not only Facebook was considered critical this week, but also influencer marketing.

Criticism of Influencer Marketing: Disadvantages of Hypes – Contribution to WDR (German TV)

We met with WDR this week to look at the critical aspects of influencer marketing. The reason was the new sugar tax in the UK, it is levied on food that has a particularly high sugar content. At the same time the big soft drink manufacturers advertise with young bloggers. It creates interesting videos for young target groups that work well on YouTube. For the adolescent user it is not easy to differentiate that these videos are ads. For the user, at first, only the connection of their own favorite blogger and the soft drink brand is: positive brand image! But that the coveted fashion blogger hardly ever drinks soft drinks because he or she is actually eating healthily and paying attention to the figure, as well as doing sports, does not become clear. What stays in the head is the linkage between the brand and the blogger. What other risks are there in influencer marketing? We have taken a critical look together with the WDR.

Advertising marking in influencer marketing

How do you characterize advertising in social media networks properly? Many companies rarely know the legal aspects of their daily work with bloggers. There are general guidelines of social networks and advertising must be featured in some social networks. When working with young bloggers, you should point them to this aspect. Also, the advertising tag was one of the topics this week.