Andy Pilkington's recent articles
Snogurt show more leftfield posts can encourage consumers to share brand-related content on Facebook
Snogurt’s fun and leftfield posting tactics show less conventional topics can encourage consumers to share brand content with one another, increasing the reach of a community.
A comparison of four brands making frozen yogurt, Yeo Valley, Snogurt, Yoomoo and Yog, shows that a more leftfield social media strategy can help build consumer engagement on Facebook. Yog keep their posts firmly rooted in the product, while Yeo Valley and Yoomoo depart from this slightly by focusing on outlets and general recipes to a greater extent. Snogurt depart from the conventional strategy to the greatest extent, often posting random or leftfield content which is interspersed with posts about their own products.
Analysis of the reaction to these posts shows that Snogurt’s technique is more effective in engaging consumers, with a higher proportion of their community sharing and liking their posts. This suggests that slightly more leftfield posts can encourage consumers to share brand content with their friends, building brand awareness outside your community. Further analysis of consumer attitudes on the page suggest almost universal positivity towards the Snogurt brand, compared to more mixed attitudes towards others. This suggests that these fun and more random posts foster a positive brand environment where consumers are less likely to complain.
On average, a higher proportion of fans share and like Snogurt’s posts compared to other brands in the same space:
- Snogurt notably receives a much higher percentage of shares: This is likely due to the fact that consumers feel more comfortable sharing content which is fun, rather than explicitly brand related
Attitudes within the Snogurt community are also very positive:
- Positive attitudes from consumers suggest this fun environment mitigates potential complaints or negativity: This contrasts with Yeo Valley, where a focus on products drives a higher percentage of complaints