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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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