Let’s face it: B2C social media marketing is tough.
Sure, it might sound like a ton of fun to your B2B marketing friends, but the truth is, B2C marketing is insanely competitive and—oftentimes—it can be hard to find the right medium of virality and fun while still sensibly marketing your products.
Thankfully though, you’re not the first person to make a B2C marketing campaign (and definitely not the last either). Thousands of brands have done it before you, so you have virtually endless examples to pull ideas and inspiration from.
But as marketers and social media nerds ourselves, we know as well as you that there are both good and bad examples of B2C marketing strategies out there. So we spent some time sifting through our social feeds in search of the best B2C companies.
Then, we made a list of our favorites and pulled apart their underlying strategies, finding actionable inspiration in each. In the end, we found five examples that were engaging, converting, and ultimately full of great content.
But we don’t want to keep these awesome social presences to ourselves, so today we’ll take you through each of the five examples, discussing what each did right and what you can take away.
Let’s dive in!
Tastefully use humor — Wendy’s
If Wendy's Spicy Chicken Nuggets can make a comeback, so can the Jona- oh, wait.— Wendy's (@Wendys) May 7, 2019
Humor and B2C social media marketing go together like bread and butter. It makes your brand memorable, puts a lighthearted face to your brand’s name, and ultimately keeps your followers coming back for more laughs.
There’s no doubt that a bunch of brands are really crushing it with humor now—especially in the fast food space. But if we had to pick just one favorite, it’d have to be Wendy’s.
The fast food underdog has used humor on its Twitter account since the start, combining the perfect amount of wit, sarcasm, and pop culture references to keep its audience of millennials laughing.
Over the years, Wendy’s has mastered the art of virality by frequently posting tweets that poke fun at other fast food chains like McDonalds and Burger King. These lighthearted jokes often go super viral because of clever Wendy’s roasts, and are retweeted tens-of-thousands of times (often making their way into Facebook memes too).
Worth it tho— Wendy's (@Wendys) June 7, 2019
But obviously, Wendy’s can’t make viral roasts all the time, so Wendy’s constantly interacts with its social audience to keep the engagements flowing.
Scrolling through Wendy’s feed, you can often find it retweeting its audience’s own jokes, posting witty GIF responses, and even dishing out offer codes to their biggest fans. This encourages more engagements and shows that not only is Wendy’s hilarious but that it loves its audience too.
What marketers can take away from Wendy’s social presence
So, should your brand use humor too? Truth is, it depends.
Brands with a lighthearted brand image—think burger shops, food delivery, etc—can benefit from using a bit of humor. If executed properly, humor will upkeep that lighthearted image and engagement will soar.
However, not all brands can pull this off. For example, legal companies and other brands with a more serious tone should stay away from humor to keep their professionalism and established brand image.
Plus, you need to think about if you can sustain a humorous social presence. Can you think of original jokes every week? If the answer is no, we highly recommend either treading lightly or staying away from humorous posts altogether.
Imagery that makes your mouth water — IHOP
Visual media is an increasingly important part of social media marketing. Like we’ve mentioned in previous articles, adding a photo or video to your social posts makes them more engaging and shareable.
Breakfast chain IHOP knows this, and it created a social media presence completely centered around photos, videos, and gifs.
This works out particularly well for the breakfast brand too. The brand has invested in high-quality visual content that makes its food look absolutely delicious, making its audience’s mouths water (and immediately Google the nearest IHOP to their house).
What marketers can take away from IHOP’s social presence
Make sure that your brand is using photos and videos in its social posts too. We harp on this a lot here at Social Report, but it makes sense: after all, Facebook posts with a photo or video get 2.3x more engagement than those without, so you really can’t afford to miss out.
Thankfully, making top-quality visual content for your social pages doesn’t have to be hard—just use one of these free tools to make awesome imagery for your social pages.
Awesome content libraries on Pinterest— Whole Foods
Whole Foods’ social media presence has a bit of everything—think links to blog posts, photos and videos, and even behind-the-scenes looks at what it’s like to work at Whole Foods. However, one thing has always been at the center of its posting schedule: free recipes.
Whole Foods has an absolutely massive library of recipes on its website, and they’re frequently shared to all of Whole Foods’ social channels. But after digging deeper, we found that they actually perform best on Pinterest.
The reasoning behind this is simple: Whole Foods has created dozens of Pinterest recipe boards that are divided up by meal type. Each board is chock-full of Pins that link to the recipes on Whole Foods’ website, and ultimately soft-sell customers on ingredients from Whole Foods brands.
Since these pins are stored in easily-accessible Pinterest boards, even recipes posted years ago still see massive amounts of repins and saves (and in turn, drive more traffic to the Whole Foods website).
What marketers can take away from Whole Foods’ social presence
If you frequently post recipes, how-to guides, and other content with a long shelf-life, make sure you’re using Pinterest as a hub for your content. It can drive traffic to your oldest content, giving you easy and free traffic.
User-generated content is key — Tito’s Vodka
View this post on Instagram
Rooney is a 3-year-old #frenchbulldog from Boston MA. He's a self-taught escape artist who earned the nickname Roudini as a puppy. This #titostuesday, Rooney is excited to show off his new @titosvodka leash while walking to #yappyhour with his human. 🐶 #vodkafordogpeople 📸: @rooneymeetsworld
Tito’s Vodka has always kept dogs at the heart of its brand.
It frequently runs fundraising campaigns for dog shelters, sells cute-as-heck dog toys, and has an awesome dog-friendly office policy (complete with an adorable photo gallery on their website).
Recently though, the company took its love for dogs to a whole new level by launching a user-generated content campaign called #VodkaForDogPeople.
In this campaign, Tito’s encourages its fans to post pictures of their dogs dressed up in Tito’s gear, hiding in Tito’s boxes, or next to a bottle of Tito’s to Instagram alongside the caption #VodkaForDogPeople.
Then, the distillery reposts these photos to its @VodkaForDogPeople Instagram account and watches the engagements roll in. In fact, as of writing this article, this secondary Instagram account has amassed nearly 30,000 Instagram followers, and each photo it posts gets hundreds of likes and comments.
We love this campaign for a number of reasons (with puppies obviously being the first), but what’s truly incredible about this B2C social media marketing campaign is that it’s super viral and has absolutely zero costs associated with it.
Yup, there are no giveaways or sweepstakes here—all Tito’s does is repost awesome dog pictures and credit the original poster, capitalizing on dog owner’s love for taking photos of their dogs and sharing them with friends.
In the end, this increases Tito’s brand awareness and strengthens its lighthearted brand image. Oh yeah, and it saves their social team a ton of time too since every single photo on @VodkaForDogPeople posts is user-generated.
What marketers can take away from Tito’s Vodka’s social presence
Try launching your own user-generated campaign for easy and fun engagement. Just make sure that it’s easy for your customers to interact, that the presence is fun, and that you properly credit all of the content you repost.
Create a seamless support experience — KLM
Air travel can be a stressful event—flights are delayed, people miss connections, and bags are checked to the wrong airport.
When all goes wrong when on the move, the first place many travelers go for help is social media. It’s faster than calling, there’s no waiting on hold, and—generally—most issues can be fixed pretty quickly.
However, airlines have a tough job on social media.
A traveler’s interaction with an airline on social media can make or break their entire perception of the airline’s brand. If their first response is anything less than instant, there’s no doubt that the customer will be even more frustrated than before.
So with this in mind, Amsterdam-based KLM Royal Dutch Airlines worked to create a tech-forward social media presence that not only markets its air routes, but does a killer job of supporting its customers.
How does KLM do this, you ask?
First off, the airline developed a Facebook chatbot—dubbed BB—that can issue boarding passes, reticket delayed passengers, and even assist in booking new tickets. This provides instant support when flyers need it the most, something crucial when travelers are caught in the middle of a delay.
Additionally, the airline offers live chat support on WhatsApp, WeChat, and Facebook Messenger. This is awesome because it doesn’t force flyers to download a special app or open a browser window to get support. Instead, they can simply use the chat apps they already love and be connected with an agent immediately.
The combination of these support options gives customers an instant and seamless support experience, ultimately leaving travelers feeling good about flying on KLM, becoming a marketing tool in its own right.
What marketers can take away from KLM’s social presence
Make your social media support a marketing tool by providing a top-notch social media support experience that your customers will rave about.
Doing this will create lifelong customers and encourage people to post publicly about their awesome support experience, giving you free reach.
When building your social media support strategy, make sure that you keep your audience’s needs in mind. Don’t expect someone to download a special app to engage with you, so handle support in places where your audience already hangs out.
We hope you enjoyed these 5 examples of B2C social media marketing strategies. Use these in-tandem to create a social media marketing campaign for your business and clients—if executed properly, you’ll undoubtedly see more engagement and conversions.
Now it’s your turn: in the comments, let us know your favorite B2C campaigns—who knows, we might feature them in a future article!
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