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Castrol show the benefits of aligning social content with fans’ interests
Castrol successfully generate active engagement among Facebook fans by posting purely biking-related content, rather than posting about their brand and products.
On Castrol’s Biking Facebook page, none of the posts are about the Castrol brand or products. Instead, they post biking-related content such as biking tips, quizzes and photos of motorcycles and well-known riders, content which supports Castrol's tagline "Adds Thrill to Every Ride". Their approach contrasts to that of most brands who tend to use social media communities to push products.
WaveMetrix analysis shows that fan engagement within the Castrol Biking Facebook page is consistently higher than the average across other brands. Whilst average engagement is about 2%, Castrol Biking sustains a proportion of PTAT above 5%. This shows that Castrol has adapted its social content to match the interests of their community, mostly made up of motorcycle enthusiasts. Their strategy works because it focuses on the exciting side of the Castrol brand and motorbiking as a hobby or sport.
Engagement within Castrol’s Facebook fan page is consistently higher than the average*:
- Castrol Biking achieves much higher engagement than average: By understanding that their community is made of biking enthusiasts, Castrol sustains high engagement with content designed to appeal to their fans, such as new bike models or biking tips
Biking-related quizzes and tips are the most prominent topics on Castrol’s Biking fan page:
- Castrol engage their consumers with biking-related Facebook posts: Castrol Biking's Facebook content is made of posts related the motorbiking sport, with everything from quizzes to pictures of bikers. Very few posts relate to Castrol's products, showing that the brand has grasped who makes up their community and what their interests as motorbiking enthusiasts
*Average is calculated based on the %PTAT across 2,200 Facebook brand pages