Being a business development guy in tech, I do all my own prospecting that requires me to too look closely at hundreds of brands and their digital assets each month. I don’t discriminate – I look at brands, large and small, from all verticals and look for a spot where our services can complement a brands digital strategy. Typically, poking holes in a brand’s digital strategy isn’t much of a challenge, but occasionally I come across a brand that’s just killing it, and in this case, that company is Loot Crate.
Loot Crate is a subscription-based gamers and geeks service that sends its members a box full of geeky goodies, like t-shirts, action figures, stickers and other swag for approximately $20/month after shipping. It was started in August of 2012 and as of March, 2014 has over 100,000 subscribers and continues to grow at a pace of 20% month over month (source).
Loot Crate is most active on four social channels, Facebook, Twitter, Instagram and YouTube, with an online community totaling in excess of 1,000,000. From bootstrapped start up to over $1MM in revenue per month in less than two years, is quite a feat, and I have to believe that social media played a huge part in that.
While I don’t have access to their analytics, here’s what they’re doing, and doing it well on social by my observation.
Instagram: they post daily on Instagram and post a mix between photo and video. Their average Instagram post is engaged 2-3x more than posts on Facebook, while the audience is 1/20th the size. A great demonstration on how a brand can engage their consumer with only 50K fans.
Facebook: Loot Crate replies to everyone in the comments, and usually it’s done within minutes. This is huge for two reasons – the users feel the love and it’s a great way to garner more organic engagement and quasi-circumvent the low organic distribution of Facebook. The more a post is engaged, the longer it will stay visible in the news feed of fans and friends of fans, thereby increasing total reach.
YouTube: most of their videos on YouTube have over 100k views within 30 days. Not only do they tease out the loot of that month’s crate, but also they’ve effectively made receiving a crate like Christmas morning, every month. Receiving a Loot Crate is awesome and they’ve capitalized on that. Videos are made by members and influencers filming themselves unboxing and revealing the goodies of each crate.
Twitter: they re-tweet everyone! Loot Crate members love showing off their new swag on Twitter, and Loot Crate has figured out how to leverage that to their advantage. Including re-tweets, Loot Crate tweets more than 20x per day. With an audience of 85k replying, favoriting and re-tweeting this combines for hundreds of thousands if not millions of impression every day.
So what can we learn from Loot Crate?
· Frequency matters – the social feeds move quickly, the more you post, the more likely you are to get your marketing message in front of consumer eyeballs organically. Brands have to pay to play on social, but any organic increase in visibility equals new eyeballs and inevitably, new conversions.
· Reply, respond, re-tweet – figure out how your audience is communicating with your brand on social and establish a protocol on how and when to respond. You’ll make your audience happy and you will see an organic lift in reach.
· Be creative – similar to the Loot Crate monthly unboxing, find something unique about your brand and figure out how to leverage it to your advantage. Encourage consumer participation and you’ll find your brand engagement start to steadily increase. It takes time to build a community that will participate, but it will pay dividends in the long run.
We at Heavenspot are experts when it comes to identifying your audience demographic and how to best convey your marketing messages on social. When building social strategies, we have two foundational pillars – 1) make data-driven decisions and 2) lead with eye-popping creative. If you would like to discuss your brand’s social strategy, you can reach me at firstname.lastname@example.org.