Benchmarking of social media content of Kala’s competitor
Fesneau, Charlotte (2022)
Fesneau, Charlotte
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052511991
https://urn.fi/URN:NBN:fi:amk-2022052511991
Tiivistelmä
This thesis was commissioned by the company Kala Karité. The company has been operating for almost a decade in the shea butter-based skincare industry, and needed to evaluate competing brands in terms of their presence on social networks in order to develop its own strategy and stand out. Until now, no real communication strategy had been put in place, so the objective was to give Kala a foundation for content creation that would help her develop her communication strategy on social networks in the future while standing out from her competitors. The author then became familiar with the content creation process as well as the Facebook and Instagram networks. The author conducted a qualitative study in the form of a social network analysis in order to gather as much information as possible about the current situation of the communication made on the social networks where Kala is present but also about the current situation of one of Kala's competitors also offering skincare products based on natural ingredients: Laboratoire Ravene.
The author then conducted a content analysis of the two platforms on which Kala and its competitor are present: Facebook and Instagram and on which Kala wants to expand. Based on research regarding the content creation process, the author discovered the importance of creating content that is tailored to the target audience and the company's goals. Indeed, when a company wants to develop its presence on social networks, it should not only post content related to its activity but should propose a thoughtful content adapted to the target audience of the company. Moreover, the content proposed must not only be adapted to the target audience but it must also be consistent with the company's objectives (if it wants to increase its sales, create a community, create traffic). From the start, the Kala team members recognized that the company's social networks could and should be improved, as they were at a complete standstill at the beginning of the thesis. Regarding the target audience, the realization of a publication indicating the resumption of the different accounts and the number of positive reactions obtained (likes, comments) showed that the old followers were still receptive to the publications made by Kala and some new followers showed that the topics addressed by Kala were of real interest and that a resumption of the activity and an improvement was thus possible.
The observations and analysis of Kala's competitor's strong presence on social networks suggest that in order to take advantage of all that social networks allow a company to do when used properly, the company should establish a regular frequency of posts and offer posts with a variety of topics and not only focused on its products. Based on these observations, social networks should be developed according to the themes of interest to the followers and at a frequency adapted to their availability and presence on these platforms. In order to create a regular publishing frequency the author recommends Kala to use a content creation platform as well as a content scheduling platform in order to facilitate the creation and automate its publication. The use of these platforms will save time in the creation of visuals but also save time for the publication of its content by being able to plan in advance the publications without time constraints. In order to achieve this, the author recommends that Kala designate one or two people responsible for social networks to ensure a good distribution of work and a progressive handling of the platforms.
In the future, it would be interesting for the company to think about a development on other platforms such as Linkedin or Tiktok according to its objectives and its development.
The author then conducted a content analysis of the two platforms on which Kala and its competitor are present: Facebook and Instagram and on which Kala wants to expand. Based on research regarding the content creation process, the author discovered the importance of creating content that is tailored to the target audience and the company's goals. Indeed, when a company wants to develop its presence on social networks, it should not only post content related to its activity but should propose a thoughtful content adapted to the target audience of the company. Moreover, the content proposed must not only be adapted to the target audience but it must also be consistent with the company's objectives (if it wants to increase its sales, create a community, create traffic). From the start, the Kala team members recognized that the company's social networks could and should be improved, as they were at a complete standstill at the beginning of the thesis. Regarding the target audience, the realization of a publication indicating the resumption of the different accounts and the number of positive reactions obtained (likes, comments) showed that the old followers were still receptive to the publications made by Kala and some new followers showed that the topics addressed by Kala were of real interest and that a resumption of the activity and an improvement was thus possible.
The observations and analysis of Kala's competitor's strong presence on social networks suggest that in order to take advantage of all that social networks allow a company to do when used properly, the company should establish a regular frequency of posts and offer posts with a variety of topics and not only focused on its products. Based on these observations, social networks should be developed according to the themes of interest to the followers and at a frequency adapted to their availability and presence on these platforms. In order to create a regular publishing frequency the author recommends Kala to use a content creation platform as well as a content scheduling platform in order to facilitate the creation and automate its publication. The use of these platforms will save time in the creation of visuals but also save time for the publication of its content by being able to plan in advance the publications without time constraints. In order to achieve this, the author recommends that Kala designate one or two people responsible for social networks to ensure a good distribution of work and a progressive handling of the platforms.
In the future, it would be interesting for the company to think about a development on other platforms such as Linkedin or Tiktok according to its objectives and its development.