Do loyal followers exist on social media ?
As you know, Social Media is the new trend of nowadays. But, not only. It is the new companies’ blank pages. Companies can express, to the entire world, whatever they want whenever they want. It is like a free showcase from which they can draw benefits. However, companies have to be carreful because they can loose control of that amazing way of communication. Indeed, as everyone can say anything by commenting a post, a picture or a video, companies have to manage it meticulously by having a strong team of community managers. But, if a company succeed in mangaging properly social media, then it can create an intimate relationship with its consumers, who will have the desire to share and comment the activity of the company on social media.
Being present on different kinds of social media is very important. Each person can have a preference for a social media or an other. So if a company wants to reach all of its customers, it has to create accounts on different social media such as Facebook, Twitter, Pinterest, Intagram, Youtube, Google+, etc. But obviously, the content on each accounts will have to be different. But that is not a big deal. Because, as you know, all of those social media are not used in the same way. Look at your accounts ? Are you using your tweeter account, or your Instagram account, the same way you are using your facebook account ? Probably not ! It is the same for the companies. On the other hand, you probably don’t have the same followers on your different accounts. On more time, it is the same for the companies.
Who doest not know L’Oréal Paris ? Everybody does.
What about its activity on social media ? The same. L’Oréal Paris has much more followers on social media than its competitors.
But why ? Undeniably because of its notoriety. Created in 1909, L’Oreal Paris is know all over the world and is present on many different countries. That could explain the number of followers on social media. But, it could also be because of the content of its posts.
L’Oreal Paris does not communicate only on its products, as its competitors do. Indeed, the brand communicates much more on its ambassadors, on what they are doing, on what the brand is doing in the cosmetic world, on the brand’s participation of different international events, on cosmetic advices, on backstage of shootings and on the launches of its new products. Even the pictures used to illustrate the posts are not only pictures of the products. L’Oreal Paris tries to animate its products by avoiding classic communication on social media. Its desire is to give to its followers an amazing experience on social media so that they will remember its posts !
But what about the engagement rate ? Let’s take the more recent post on Instagram for each of those three brands.
I was really surprised when I saw the results. I expected much more likes ! L’Oreal Paris, Bourjois and Kiko have millions of followers but they are not able to have that much likes and comments on their posts.
Indeed, some people like a page or follow a brand just for fun. They do not even pay attention to the brand’s posts.
So, brands should try to much more interact with their followers so that they will comment, like and share as much as possible. It is not enough anymore to have a lot of followers. Companies need loyal followers !
