Social Media Strategies | Western Technical College | Fall 2022
Overview
Products
High-quality and affordable bags, including backpacks, duffels, totes, and messenger bags. Buhi’s OG line has 24 products priced from $20 to $200.
Timeframe
Holiday Season (October-December)
Business Goals
Increase brand awareness of Buhi’s OG line
- Connect with Audience
- Join customer conversation
- Share content
Top Competitors
- Mikey’s Bags
- Bags Unlimited
- Jones & Co
Target Market
Name
Daypack Tom
Age
24-31
Gender
Male
Income
$25,000.00 – $35,000.00
Interests
Tom is looking for a multi-purpose backpack for his next trip. An avid hunter, camper, and hiker, Tom needs a backpack that can carry his work essentials as easily as his camping gear. This bag should help him feel prepared, qualified, and pumped for his next wild excursion.
Analytics
Because the goal is to increase brand awareness, the key metric I am focusing on is reach. Facebook, Instagram, and Twitter have the highest reach of all Buhi’s social media platforms.
Metrics
Reach: 556k
Engagements: 29k
Conversions: 3k
Content Type
Photos, Videos, Gifs
Frequency
At least 3x per week
Post Length
40-140 Characters
Hashtags
1-3
Demographics
Time of Day
Metrics
Reach: 421K
Engagements: 308K
Conversions: 2K
Content Type
Photos, Videos
Caption Length
150 Characters
Hashtags
3-5
Demographics
Time of Day
Tik Tok
Metrics
Reach: 227k
Engagements: 41k
Conversions: 2k
Content Type
Short Form Video
Demographics
Time of Day
Content Strategy
- Write headlines in list, question, or “how to” formats
- Share eye-catching content
- Ask open-ended questions to encourage click-through
- Use controversy to capture attention. Question a behavior, belief, or sense of belonging
- Use anecdotes to express opinions
- Combine curated content with your own
- Share key benefits of the product
- Use multiple images to tell a story
- Video captures attention in busy news feeds
- Use titles and headlines for those who ‘skim’
- Share useful information like helpful tips, stats, and infographics
- Try GIFs/humor on Fridays and the weekend