Instagram is the most popular social media app these days. Have you ever wondered why? It is simple: most people are using Instagram because of its great features and entertainment factor; people like to spend time on Instagram and consume content.
Instagram is not just about posting content regularly. Business owners are now moving to Instagram to connect with their audience on a personal level. There are many features that Instagram has introduced over time for business pages. These features have helped multiple brands rise to fame on Instagram. Allbirds is one such brand.
A little about Allbirds?
Allbirds is a sustainable shoe company based in San Francisco, CA. The company was founded in 2016 by Tim Brown and Joey Zwillinger with the mission to make the world’s most comfortable shoes using sustainable materials.
Allbird’s shoes are made from merino wool, which is a natural, biodegradable, and renewable material. The company also uses recycled plastic bottles to make the soles of its shoes. Allbird’s shoes are designed to be comfortable, stylish, and sustainable.
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In this blog, we will discuss the following pointers with respect to Allbird’s social media marketing strategy:
- Type of content
- Types of posts
- Frequency of posting
- Cause-driven marketing
- Hashtags
- User-generated content
- Partnerships and influencer marketing
- Celebrity Collaborations
Allbirds Instagram strategy
The brand Allbirds is a world-renowned company that sells shoes with sustainability as its motto. In this blog, we will decode the Instagram strategies used by Alllbirds and how you can use the same!
1. Type of content
The type of content that you post on Instagram influences the engagement on your page. Every business on Instagram is trying to create a brand identity. Among all this content, a brand needs to be unique to create a brand identity for itself. The type of content should be relevant to the brand, its values, vision, mission, and audience.
Allbird has been posting most of its content revolving around shoes, which is what its brand sells. There is a lot of creativity in their posts. They have made their social media marketing all about targeting the niche they are working on. Their posts define the product in a very appealing way. They could’ve targeted the fitness audience, but they went bigger by showing how their shoes are for everyone.
Make people aware of your products by posting different types of content. For example, if you are a business that sells sports goods, then post about the products often. Also, post videos on how these products are used and how to get the best use out of them. Post content with different ideas that come from the same niche as your products..
2. Type of posts
We saw how the type of content influences the audience, but there is another criteria that affects business engagement. Of course! We are talking about the various types of posts on Instagram. Different types of posts have different ways of targeting the audience. Reels have better audience targeting. Most people hover over the Explore page where reels are most commonly discovered content.
This is why it is important to target reels when you are posting on Instagram. This is clearly visible in the Allbird marketing strategy. They get their engagement mostly from videos and reels.
Carousels are a good way of showcasing your products on Instagram for product descriptions. Try to post content in various forms on Instagram to achieve good engagement on your business account.
3. Frequency of posting
Let us take a simple example and understand this aspect. If you have a shop that sells shoes, wouldn’t you advertise it as much as possible and in as many places as possible? Now, let’s look at Instagram. Instagram is the virtual version of the advertisement. So, isn’t it important to be consistent in the virtual world since it is all about social media marketing these days?
Allbird has posted at least four to five times a week, keeping the consistency of posting on Instagram. This shows how important consistency is. Posting once a day, or at least once every two days, is necessary to build the page.
4. Cause driven marketing
In today’s conscious consumer landscape, environmentally friendly products hold significant appeal and garner a devoted following. Allbirds, a prime example, has successfully capitalized on this trend and received widespread popularity for their Instagram posts. By consistently incorporating phrases like “carbon footprint” and “light on the planet,” Allbirds has effectively communicated their commitment to sustainability, attracting a large community of environmentally conscious followers.
Cause-driven marketing can also be done by sharing the statistics and showing the followers how it is beneficial to the environment. For example, in a post shared by Allbirds, there was a carbon receipt that they shared with their followers. Posting images or content like this will help you establish cause-driven marketing in front of your followers.
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5. Hashtags?
Surprisingly, Allbirds has not used any hashtags in most of its posts.
Hashtags are very important for any business to get recognized apart from their general followers. But Allbirds has shown us how they grew a brand by just using hashtags while collaborating and making shared Instagram posts. This shows how a brand can establish its identity organically overtime, that the customers use hashtags from your brand.
6. User generated content
Instead of posting with hashtags, Allbirds has leveraged user-generated content. The customers and followers have used the hashtag #allbirds while sharing their purchases. Even though the brand has not used any hashtags, the user-generated content has popularized the hashtag #allbirds. Of course, the products have to be good in the first place to get better reviews and customer satisfaction.
7. Partnerships and Influencer marketing
We can all agree on the fact that influencer marketing has a great impact on any business. Once customers see how influencers are impressed with products, it creates a sense of credibility and security in their minds, which will lead them to buy products from your brand. Hence, find good influencers who match your values and your audience to create more awareness about your business and the products that you sell.
8. Celebrity Collaborations
Don’t we all try to buy products that are endorsed by celebrities themselves? The answer is yes. We all trust a brand only if we get enough exposure from trusted sources. Allbirds has created a campaign with Marshawn Lynch and used the hashtag #schooledwithmarshawn, which became popular on Instagram. They also collaborated with Will Lowery. All of these collaborations created good brand awareness among new audiences.
Understandably, it is not easy for every business to collaborate with famous personalities. But there is always a way to get there. Try to contact and reach collaborators who match your terms and grow your business to the point where you can reach out to famous personalities for social media marketing. Remember that patience and consistency are the keys to growing any business. Keep your posts coming in often, and keep collaborating to see better results.
Download Allbirds Instagram Analysis report.
Wrapping it up
We all know the basics of social media marketing, but there are always some out-of-the-box strategies that can be difficult to decipher. This is why comparing the ideas and outcomes of different successful brands is always a good way to decide on your social media marketing.
In this blog, we saw how Allbirds Instagram strategy helped them leverage different Instagram marketing ideas for their business. With the right strategies and a sprinkle of inspiration, you can unlock new opportunities and forge a meaningful connection with your target audience, just like Allbirds did.
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