Feya Candle Co. Social Media Analysis (UNL Graduate Project)
Executive Summary & Overview
Feya Candle Company is a social conscious candle and soap company that sells in over 125 boutiques and five large department stores in the United States. Feya is active on social media and features lots of lifestyle photography. After analyzing the social media accounts of Feya from June 24th to July 1st, 2019, a few recommendations can be made.
Overall, Feya has a sporadic social media strategy on both Twitter and Facebook but very developed on Instagram. The persona is friendly and engaging to the followers by asking questions in the captions across all platforms.
Feya’s Mission
For every candle we sell, Feya Candle Co will deliver a meal to someone in need around the world. Creating a business model capable of connecting our consumers with the world around them, sharing compassion, joy and motivation to help others.
Facebook: Figure 1
Evaluating the Social Media Content
Facebook
Feya’s Facebook account is more personal. It showcases photos and videos of the owners family as well as product photography. After looking at the last week it is very apparent that they do not utilize a planning app to schedule out content.
Twitter
Twitter is not being utilized for Feya at all. There was one single post during the week and it was a recycled photo from Instagram. There was no engagement on this post. Comparing it to the last Twitter post which was in May, Twitter does not have any return on customer value.
Instagram is a very visual platform. Feya does a great job of capturing both inspirational and lifestyle photos on their feed in a cohesive way that appears to the user that it is planned content.
Frequency and Post Overview
During the time period there were 1 original post and 1 video live posted.
On Twitter, there was 1 original post with a photo trying to engage people for the upcoming holiday.
Instagram had 3 original posts and 1 content curated post in the feed and stories on 3 days in the week which were shared from others.
Brand Voice
Twitter: Figure 3
Persona
Consumers want an engaging, honest, pure experience with the products they’re buying. Now more than ever, consumers aren’t bragging about how much their product costs, they’re bragging about how much of a difference their purchase made. Millennials are the most prominent of these consumers. According to Youbrand, Millennials have a combined global spending power of $2.45 Billion (Scanlon, 2014). Research by Nielsen shows well over 40% (and growing) of Millennials in the USA are spending extra on Socially Responsible products regularly (2016). This percentage increases with Generation Z spending by over 30%. Millennials, being the first immersed technologically educated generation, can market their favorite brands like never before. With consumer reviews and promotions on social media becoming more trusted than traditional word of mouth, gaining the following of these influential consumers almost guarantees the success and growth of the Feya brand.
Tone
“First and foremost, social media is about being social—which means striking up conversations. Interaction and two-way communication between brands and others is one way to foster relationships virtually (Freberg)”. Feya is a conversational brand on social media. They often ask their followers questions and try to get feedback from them.
Message
“In marketing, the term “messaging” refers to how an organization talks about itself and the value it provides. Related to positioning, messaging is an approved set of key points or messages an organization uses to communicate about something with a target audience (Learning Lumen)”. Currently, Feya’s message is about the lifestyle and give back that it provides to those who have the candle. The mission first approach is front and center in the messaging to customers.
Call to Action
Currently on social media, Feya does not have a call to action. Instead they ask questions to try to get a response. For example, “Do you work more from home? Or do you have an office where you spend most of your time?” From these questions, Feya is creating a relationship with the followers.
Imagery
Feya’s social media tells a story. Especially on the Instagram feed. It shows clean and mostly white backgrounds, with special focus to home interior that is light.
Hashtags
“Used correctly, hashtags can strengthen your connections on social media and help you to promote your content and campaigns more effectively (Hurley, 2017).” It is also important to use different hashtags based on the content you are posting. Below you will find a few hashtags groups that were used on Feya’s Instagram posts in the last week.
Group 1
#Feya #FeyaCandles#CandleLover #GiveBack#LuxuryCandles #FeedTheWorld#Charity #EndWorldHunger#CreationsForACause#HomeDecor #GiftIdeas#ForTheHome #InteriorDesign#InteriorDesigner #Home#Handmade #VeganLife#SoyCandles #CandleLovers
Group 2
#Feya #FeyaCandles#CandleLover #GiveBack#LuxuryCandles #FeedTheWorld#WeAreTheCreativeEconomy#CreationsForACause#HomeDecor #GiftIdeas#ForTheHome #InteriorDesign#InteriorDesigner #Home #Couch#LeatherCouch
Group 3
#Feya #FeyaCandles#RetailTherapy #SoyCandles#CandleLovers#LuxurySoyCandles#FeedTheWorld#CreationsForACause#LightACandleFeedAChild#BakingDessert #Cook #Dessert#SweetSmells #SmellsSweet#TuesdayMorning #ForTheHome#FeedingTheWorld #Omaha#OmahaNebraska #Lincoln#LincolnNebraska
Recommendations
Using social media campaigns throughout Facebook, Twitter, and Instagram Feya will continually incorporate their beautiful products, how to use them, who they give to and a bit of inspiration rotating constantly, this well-balanced marketing plan will have customers checking back in often for what’s next. This concept is based off of the theory of variable schedules being the most psychologically effective training tools, from the school of cognitive psychology. (Theory being that: with cognitive individuals, such as human consumers, the reinforcement of an action, such as making a purchase, is most highly reinforced when the rewards for the action are done variably instead of a concrete schedule.)
Freberg says that:
The purpose of writing on social media is not to make it 100% about you all of the time. You want to have a ratio of four areas when it comes to writing content:
25% should focus on your story and personal journey (what you are doing, where you hope to go in the future, what you can offer as a professional and person, etc.).
25% should focus on sharing content that may be relevant for your community or industry.
25% should focus on engagement (answering questions, giving shout-outs to fellow community members and brands, commenting and sharing your perspectives, etc.).
25% should focus on producing value and paying it forward. (pg. 157)
It is highly recommended that Feya take this 1/4 approach to create content for their followers across all platforms. Additionally, it is important that Feya share content more consistently. “Consistency is key in social media marketing. For your audience to recognize your brand, you must be consistent. Being consistent in your brand allows you to grow in audience engagement and reach (Payne, 2017)”. By following the below posting schedule, Feya can gain more followers and continue to grow its social media following.
Figure 7
References:
Freberg, K. Social Media for Strategic Communication. [VitalSource Bookshelf].
Hurley Hall, S. (2017, January 28). 7 Best Practices For Using Hashtags.
Learning Lumen. (n.d.). Principles of Marketing.
N. (Ed.). (2016). The Keys to Unlocking the Millennial Mindset.
Payne, L. (2017, November 06). The Importance of Consistency in Social Media Marketing.
Scanlon, S. (2014, February 19). How to Tap Into the Purchasing Power of Millennials with Social Media.
Figures:
Figure 1 & 2 : Feya Candle Co. (n.d.). In Facebook. Retrieved July 1, 2019, from https://www.facebook.com/feyacandles/
Figure 3: Feya Candle Co. (n.d.). In Twitter. Retrieved July 1, 2019, from https://twitter.com/FeyaCandles
Figure 4 & 5 & 6: Feya Candle Co. (n.d.). In Instagram. Retrieved July 1, 2019, from https://www.instagram.com/feyacandles/
Figure 7: Created by Regen Lux. (2019, July 1).