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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.

Advertisements in Instagram Stories: Corporate Advertising

Advertise even more effectively on Instagram? On Instagram you can not only advertise with a posting but also play advertising in the Instagram Stories. Today we want to discuss the advantages and disadvantages of such an Instagram Story ad. Like to see a real campaign? Check out this Instagram ads design best practice. But first, the question,

What is an instagram story?

Social networks usually have the possibility to capture special moments in the form of text, photos or videos. These postings are then collected in a timeline. This timeline contains all important moments and postings. On Facebook, this is a stream in which the various contents are displayed one below the other. Instagrams focus is on photos and small videos. On Instagram, these photos and videos appear in three columns next to each other. No matter how, the latest content is always in first place. Such a posting is eternal to watch, if it is not deleted by the user. Accordingly, bloggers put a lot of effort into creating such postings. Every photo has to fit, the post-processing but also the pose. With decoration and location, such a small Instagram photo shoot takes two or three hours.

This relatively high production effort makes it difficult to publish a lot of content. At some point Instagram wanted to set itself apart from the other social networks and came up with ways to make small stories possible. This idea actually came from the provider Snapchat, whose contents are always available for 24 hours. After 24 hours the photos and videos disappear automatically. This form of information transfer brings with it completely new ideas, ways and possibilities.

Stories accompany the everyday life of bloggers

Many are not only interested in the individual photos or videos of Blogger but also want to see the life behind it. How does my blogger actually live? What’s he doing in private? What are their hobbies? What will she experience today and what will she experience tomorrow? All these questions can now be answered in a small story. Stories are, so to speak, a multimedia form of the diary. The diary for the fans or followers can be seen for 24 hours. Who wants can accompany all too the everyday life of its favorite Blogger.

How many stories does a blogger post per day from experience?

According to our experience, experienced bloggers publish 5 to 8 such little stories per day. Often you start your story in the morning, e.g. in bed to greet your fans and wish them a good morning. Then it goes on e.g. with the breakfast or with the styling for the day. Next, you sit in the car or in the taxi, and inform your fans about the planning for the day. Afterwards you might go to the first event or a fashion boutique, immediately make another small selfie video and take your fans with you. That’s exactly what a story is, we see what our idols and role models exaggerate the day.

Stories are based on the very classical principle of well-known people and the people who follow them. Different questions arise for different target groups. Some want to know what everyday life is like, others may accompany their diet. Everyone has their own interests.

As a typical Instagram Star you can also give much more background information in the stories than in photos. Since bloggers on Instagram in particular work mainly with photos and not just video material, there are of course few messages that can be conveyed. Even if it is said that a picture says more than a thousand words, it is still important to interact with words. That’s what most Instagram Stars do with comments. Instagram Stories have become an essential part and are now of course also usable for companies from experience with the advertising possibilities.

What does an Instagram Story ad look like?

When users look at stories, start the stories of the day with one click. Either you see the most recent stories of the people you are following or the most recent stories of a certain person. So when you get the general news channel, you see stories from different bloggers. Ads are placed between the different stories. The ads should look as authentic as the bloggers’ stories. The big advantage in social media is the closeness, you should also look for this in your story, especially I’m talking about human contact. Pure advertisements with text do not work, we need the human touch. A story should not take long and get to the heart of the message relatively quickly.

What does an example Instagram Story video look like?

If you think of a typical video from a story, it will most likely be 8 to 10 seconds long. A human person will say or do something that will quickly attract attention. This can be e.g. a crazy dance, e.g. a current YouTube trend that is recorded. But the person can also say something crazy, so that you have direct attention. Packaged products that can be unpacked quickly also work. In any case, you should get to the core message very quickly. Ideally, the advertised product should also be used immediately.

Can links be placed in the advertisements?

In the Instagram Stories, you can access additional information by wiping up on the mobile phone screen. For example, you can place links to a website or an online shop. You can also add products from the Facebook or Instagram Shop. Since Instagram is part of Facebook, you first have to set up an online shop on Facebook. Once you have done this and both were able to link Facebook and Instagram, you can also link products directly in photos and videos. How long has Instagram not offered a direct link feature, but with the new ad options, advertising on Instagram is more and more worthwhile. As a social media agency, we are happy to recommend this method to our clients in Berlin and other cities.

At Price – How much do Instagram Ads cost?

The cost of Instagram advertising varies greatly and may or may not be more effective depending on the campaign setting. The costs vary between 0.02 € and 14.00 €.

Why does advertising work so well in Instagram Stories?

If you are under 30 years old, you should understand the concept of Instagram Stories relatively quickly and the emotional power you have while viewing stories of your favorite bloggers or idols. When you’re over 30, you can imagine a story in something like a TV show, short and crisp in a celebrity magazine. Here the whole day is described within 30 or 40 seconds and in between, for 5 to 8 seconds, your display appears in exactly the same look. However, there is no big indication before that it is an advertisement. The story simply runs between the other posts, without any conspicuous marking. At first glance, it is indistinguishable from the stories for the user and is therefore perceived with the same emotional strength as the bloggers’ contributions.

Placing one’s own brand is therefore so clever and offers itself very well as a new form or strategy in social media marketing. For companies and enterprises our Social Media Agency therefore offers suitable concepts for the strategic creation but also for the creation and production of content, small videos, with emotionalizing effect. We are your contact for all questions!

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.

Musical.ly: Music Usage in Videos + 4 Tips for Social Media Managers

Musical.ly and music rights – how does this topic behave? The App Musical.ly is becoming more and more popular. She is the new Instagram. Even large and international companies are becoming more and more attentive and book additional reach through influencer marketing and social media promotions on Musical.ly. Last month, we created a Musical.ly channel for one of the leading fashion companies and faced many questions. Especially tricky was the point: music. Millions of songs are made available by record companies (rights holders) in the app. These can then be placed over your own videos. So you have original pieces of music from the charts above your own video material, instead of simpler, stick music (for example). This results in questions like:

  • But what about the use of the music?
  • Are companies and companies allowed to use songs on Musical.ly?
  • If so, how do you produce content for Musical.ly?

Musical.ly basics: 4 tips for beginners

There are many more fundamental questions that we want to answer quickly in advance:

  • How does Muiscal.ly work?
    Users record small videos in sync with songs from the library. This results in small tips that are shared publicly.
  • Login and Log in to Musically?
    Login is only possible via app, a browser version of the platform for the PC does not exist.
  • Download the app?
    The download is possible in the Google Play Store and on the iPhone. The download is 100% free.
  • Are there user numbers and statistics for strategy finding?
    Valid numbers are not available at the moment. But there are many answers and background knowledge on Musical.ly Wikipedia

Music rights on Musical.ly for video production

Important! This text may not be regarded as legal advice! We only go through the terms and conditions of Musical.ly and try to make deductions to use music for companies to social media managers also a deeper look into usage rights and terms and conditions. Because when does a new network already exist? This happens only every 2, 3 years. So today let’s take a look at the basis of Musical.ly, the music.

Everyone is a user: equality for individuals and businesses

The paragraph shows that all registered accounts are treated the same. It follows that there is no difference, whether company or individual.

In addition to allowing you to create UGVs and Collaborative UGVs, and transmit Broadcast Content via the Apps, as described above, the Service may also allow you to (A) create 15-second videos that include sound recording samples (and the musical works embodied therein) from thirty second portions of sound recordings (sound recordings and the musical works embodied therein are “ SR Samples ”) made available by the Company through the Service through a Company-provided library (each, a “ Company Video ,” and together with UGVs and Collaborative UGVs, “ User Videos ”);

The music may be stored locally on your own device, for example to edit it with filters or to use it again later (in Musical.ly):

(B) save your User Videos locally to your device;

Share the content on other social media platforms only partially possible

Basically, as with music, there are direct agreements between Musical.ly and other operators. Only in these platforms the own videos may be shared. You can find them directly in the app and can share from there. So no mistakes can arise.

(C) upload your User Videos to the applicable App or certain third party social media platforms (e.g. , Instagram, Facebook, YouTube, Twitter) subject to the terms and conditions in this EULA and any usage restrictions imposed by any licensors of S R Samples ( e.g. , sound recording and/or musical work copyright owners); (D) communicate your User Videos to friends via different messaging services; and (E) publicly display and perform your User Videos and the embedded sound recordings and musical works to other Users of the Service. If the Service does not permit you to Post User Videos directly to one or more third party social media platforms, then you are not authorized by the Company to Post your User Videos on such platforms and you are solely responsible for obtaining any necessary rights, clearances, permissions or authorizations for such Posting and may be subject to liability for your failure to do so in the event of any unauthorized Posting of User Videos. For the avoidance of doubt, User Videos exclude any Broadcast Content.

Musical.ly agency

You want to reach even millions of young people on Musical.ly? We help you with our consultants and experts! Read more about our Musical.ly agency.

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