For this blog post, I chose to focus on the brand Barebells. Barebells is a protein bar company that has been increasingly popular in the last few years. They also sell protein soda and milk drinks, but their main focus is their protein bars. I am interested in this product because I have tried so many different types of protein bars, but Barebells are my favorite. I was also increasingly interested because they have become even more popular as more people try them and enjoy them, just like I had. Barebells value proposition is that they make great tasting protein bars that fit into a diet. They also bring value to the customer because of the wide array of different flavors they offer, from orange creamsicle to mint chip, and many more in between. The first thing that people are commenting on is the new strawberry soft protein bar. Many people are saying things like "need it!" and "will this come to Canada?" They have also recently marketed a flavor for Easter, and posted about having people guess what flavor it was from a close up photo.
They post about once a day, and the quality of the posts are very well done. They seem to fit the same aesthetic and flow nicely. A critique I would have is that they should try to target American viewers more. They have a number of European Instagram pages but not a designated American page. For their marketing tactics, they are trying their best to show customers their "why". This is important because we know that customers are more likely to build loyalty to a brand based on the reason that they do things, rather than solely the product. I think Barebells is trying to make protein more accessible to the average consumer, especially ones that do not like the traditional flavors or taste of protein bars. As we enter the age of GLP1s and the protein craze, it is important that Barebells profits on their investment in marketing. Through their social media marketing, it looks like they are trying to engage customers and build brand recognition. By having their branding and protein bars all over social media, they can become a brand name in homes. They are succeeding in what they are trying to accomplish because they are using organic marketing through gym and lifestyle influencers on social media, and this is convincing people like myself to try their protein bars.
The company responded to some customers on their social media posts by liking the comments that were added to the post, but there were no full responses. Barebells should do more to interact with their customer base in their comment section, as that would drive interest and engagement in the post, driving it out to more people. Just liking the comments was a bad decision, because it shows that they are not fully interested in their customers.
If I was the social media manager for Barebells, I would continue to post daily, and I would increase it to 2-5 posts a day. I would also interact with customers online and in person, along with reaching out to organic influencers that could promote the brand. I would target women in fitness, as the many flavors like the soft strawberry are more attractive to women in the fitness space. I would continue having the Instagram page flow nicely and boost engagement with American viewers. Overall, I learned that it is important to have an active social media presence to grow my brand and make it stand out to everyone, along with promoting our new products and flavors.
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