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Conveying community in social media posts
I am currently working in marketing for a kitchen appliance company and am struggling with social media posts. I’ve been posting recipes and blog posts about the appliances we sell, as well as promotional posts every now and again.
My boss doesn’t like the recipe posts as our competitors post the same sort of things and wants me to post other things that convey community and the entertainment that the appliance brings (these posts have been doing well).
Do you have any ideas or potential content inspiration that you could recommend to me?
I’m a first year out of uni graduate and am a bit stuck at the moment.
Thank you
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6 Replies
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You might have a “creative use” competition or encouragement for people to send in posts about the way they have shown off or used the appliance.
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“Now and then,” a comparison of kitchen appliances through the ages.
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Find other users content (go wild on Pinterest) and find mommy blog recipes that use appliances like yours.
The rule of thumb for social is that it should be 80%useful/interesting/related but not promotional content, and 20% promo.
There is also an opportunity to create community within your followers by creating a fb group for maybe tips/tricks, appliance questions, recipe exchange
Don’t forget about internal content as well. Don’t pretend like what’s happening in the world is not happening. Share how your company is coping. Express pride and sympathy. Be aware of any posts that could come off as tone-deaf. Good luck!
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Do a post asking people to comment with their favorite recipes. You can use the context of the stay in place orders and people having extra time on their hands.
If you can make it a comment contest and have a giveaway.
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Could you do posts or stories where you are getting comments, images and videos from customers who have used and loved the product?
Or
You could do a newsletter that has recipes but also has reviews on how great the product is, what is new and what you can do with that appliance.
Build up a following for this and you will be able to convince your employer that it is working.
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create a video advertisement about throwing a toaster in a segregated pool. It would be super controversial and you can say it is about how your kitchen appliances are bringing community together and driving off hate. You boss will let you post recipes after that, or your company will make millions and you can hire me to run your marketing team.
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