5 twitter and instagram lessons
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5 Twitter and Instagram Lessons FromJimmy, Johnnie, and JackBy Lucy Hitz – March 20, 2015
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How do top whiskey brands Jim Beam, Johnnie Walker, and Jack Daniels stack up onInstagram and Twitter?
While each brandemploys unique tactics andbrand aesthetics, all of them have
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brand aesthetics, all of them havelearned how to connect their brandeffectively to a receptive, spirit-loving social audience.
Let’s dig in and take a look at which of these whiskey brands is focusing their efforts onwhich network, and what you can learn from Jimmy, Johnnie, and Jack’s social strategies.
Johnnie Walker Rules Instagram When compared to Jack Daniels and Jim Beam, Johnnie Walker was by the far mostsuccessful on Instagram, receiving over 61,000 total engagements in 2015 so far.
This Simply Measured chart compares Johnnie Walker, Jim Beam, and Jack Daniels Instagram engagement
performance between January 1, 2015 – March 17, 2015.
While Jim Beam has driven an impressive amount of engagement compared to their audience
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size, it doesn’t even have have half of Johnnie Walker’s engagement numbers.
And that’s not just because Johnnie Walker is posting significantly more than itscompetitors.
This Simply Measured chart compares Johnnie Walker, Jim Beam, and Jack Daniels Instagram posting frequency
between January 1, 2015 – March 17, 2015.
In fact, Johnnie Walker posts less frequently than Jim Beam but holds all top ten mostengaging Instagram post slots this year so far.
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This Simply Measured chart shows the top ten most engaging Instagram posts between Johnnie Walker, Jim Beam, and
Jack Daniels from January 1, 2015 – March 17, 2015.
So what is Johnnie Walker doing so right on Instagram, and how can your brand replicatethis success?
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Collector’s Items
This was Johnnie Walker’s most engaging Instagram post of the year to-date (1/1/2015 –03/17/2015), and the most engaging post between Johnnie Walker, Jim Beam, and JackDaniels.
johnniewalker • 5w
This post is one of many top-engaging Johnnie Walker Instagram posts that associatedproduct with a special occasion or holiday. It’s a tactic that clearly works for the higher-endspirit. By making their whiskies holiday-specific art objects, Johnnie Walker piques its followers’
attention and drives engagement.
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The Johnnie Reward
Many of Johnnie Walker’s most engaging posts emphasize the whiskey brand’s status as aluxury reward for a job well done. Take this post, for instance, which has been JohnnieWalker’s third-most successful in the year to date.
By connecting the idea of achievement with its brand in the caption text, Johnnie Walker isable to use fairly straightforward product pics to get its top-market flavor across to itsInstagram audience.
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Goodness Takes Time
Another successful tactic for Johnnie Walker on Instagram is highlighting its “Keep Walking”tagline and “good things take time” vibe. This Instagram post has been very successful forJohnnie Walker.
johnniewalker • 8w
This is yet another example of Johnnie Walker’s ability to consistently pump out engagingInstagram content by knowing what its audience wants and staying true to its own brandmystique.
Jack Daniels and Jim Beam Duke It Out on Twitter
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Johnnie Walker might rule the roost on Twitter, but its Jack Daniels and Jim Beam who duelfor supremacy on Twitter.
Jim Beam has received 20,000 in total engagement on Twitter, while Johnnie Walker, theInstagram winner, received only 499 in total engagement. Jack Daniels wins with followersand, thus, potential impressions, racking up 49.2 million in total impressions.
Responding to Engagement
By responding to engagement, you build more engagement. That’s what Jim Beam has beenfinding out. The brand holds the title for most engaging Tweet in 2015 so far among its
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competitors.
Being an active brand presence on any social network means building a community there, andthis Tweet is a great example of how Jim Beam isn’t afraid to reply and respond to its loyalTwitter followers.
In this case, Jim Beam isn’t just engaging — it’s directing Twitter followers towards becomingcustomers by linking to the purchase site.
”The reason pants have two back pockets. pic.twitter.com/qlt3VdBV3V
— Jim Beam (@JimBeam) February 18, 2015
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Images Win
Jack Daniels has the second-most engaging Tweet of 2015 so far among its competitors.
It’s no surprise that this Tweet includes an image. In fact, 100% of the top 10 Tweets byengagement for Johnnie Walker, Jack Daniels, and Jim Beam all include pictures. This is acommonly used tactic in the spirits industry because it has proven so fruitful in generatingbuzz.
What Could Your Brand Learn From RegularCompetitive Analysis? If you remember anything from this post, remember these lessons:
1. You don’t have to dominate every social network. You get to define your own successon social. Consider focusing your attention on one network to avoid finding yourself a jack ofall trades and master of none.
2. Don’t get too far away from your traditional brand voice. You might want to refreshyour content or voice for your social efforts, but don’t stray too far from the aesthetic thatmade your brand recognizable and attractive in the first place.
”Friends, remember to savor every drop. #JackLivesHere pic.twitter.com/KZElEDpvAq
— Jack Daniel's (@JackDaniels_US) February 6, 2015
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3. Tie yourself to celebrations. This is especially relevant for brands in the B2C category. Ifyou can get folks to associate your brand with good times and/or reward, they’re more likelyto purchase your product when they get that promotion or marry the girl of their dreams.
4. On Twitter, the more followers…the more impressions. That means the more possibleeyes on your content. This is a smart brand focus for this social network.
5. The power of the image. Using visual content on Twitter is always a great way togenerate engagement.
What type of competitive analysis on Twitter have you found most informative for yourbrand? Please share your insights in the comments below.
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Lucy HitzI’m the Social Media Content Writer here at Simply Measured, which means I get toresearch the latest and greatest in social media, and tell you all about it. I love yoga,prosciutto, peaty scotch, poetry, and Taylor Swift. If I were a social media channel,I’d want to be Instagram, but I think I’m Twitter.
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Danielle Keenan • 7 days ago
Thank you for this discussion. It is a useful discussion for those who are just starting out in the social mediamarketing sphere. I'm currently studying public relations and marketing management, and the one thing that islacking in our studies is the whole SEO and metrics for measuring social media engagement. What did you findmost helpful when you were just starting out? Any tips would be greatly appreciated!
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