Over the past three days I have been closely monitoring the Instagram and Twitter of the energy drink, Celsius. I took a look at Facebook as well, but my main focus was on those two channels as they had the most content to look at. There were many key takeaways from this assignment and I discovered data about the brand that I would have never looked at before. As a consumer of Celsius, it was interesting to take a look at their strategy and have the opportunity to make some suggestions as to what they can approve upon. 

I first analyzed the brands Instagram, they use the name @CelsiusOfficial on there, and all other platforms as well. I noticed that they are verified and have the most followers on their instagram which, in my opinion, is why they are the most active on this platform. Celsius does a great job of switching up their content amongst different forms of social media, on Instagram I noticed they highlight their advertisements with influencers as well as giveaways and new flavors being launched. They craft their posts using pictures of content creators holding a Celsius can or a workout vibe picture given that they are an energy drink, the posts that generate the most likes are with creators. I noticed they generally use the same hashtags for every post unless it is branded content, these include #Celsius, #CelsiusLiveFit, or #CelsiusBrandPartner when highlighting a creator. The target audience for Celsius is younger generations who are interested in fitness, they are successfully reaching them by using content creators who incorporate fitness into their daily lives. I feel as though Instagram holds the most purpose compared to all the other platforms Celsius is on because this is where they try to draw in their audience using giveaways, fitness reels, asking questions in the captions, and more. Their tone on posts is very inviting and tries to be interactive with followers. Instagram is also tailored towards younger generations which is where most of their audience falls. Some suggestions I have for the brand on Instagram is to respond to more comments and interact with consumers. I noticed that there  are automated responses embedded into their DMs which is a great strategy to an extent…you do not want to forget about responding to consumers just because there is an automated response for simple questions. I decided to compare their Instagram to Amino Lean’s which is a growing energy drink also targeted towards consumers interested in fitness. I noticed that Amino Lean highlights big creators like Alix Earle by giving them their own drink to promote, they also are most interactive with their followers in the comments. Overall, I would give the Instagram of Celsius a B+. 

For my second analysis I decided to look into the brand’s Twitter account. Even though they have less followers on this platform, I noticed Celsius posts more frequently on Twitter. Also, their engagement with consumers is a lot better on this platform as they have replied to a lot of tweets directed towards them. I feel as though Celsius uses Twitter to post content that aligns with current trends. For example, they made an edit out of a viral picture of Hailey and Justin Bieber, which got lots of likes and retweets. The posts that align with current trends and highlight content creators/brands are the ones that get the most likes and retweets by far. While there are still a good bit of advertisements  being posted, there are not many hashtags being utilized, which surprises me considering hashtags have the ability to “trend” on Twitter. As a suggestion for Celsius, I would start using more hashtags on Twitter in order to get the brand’s name on more screens. The target audience stays the same between both platforms, however Twitter might have an older audience. In my opinion, the purpose of the brand’s Twitter account is to interact with consumers and other brands through replies, retweets, and likes. The same tone is presented throughout all accounts. Looking into Amino Lean’s Twitter they are not very active, but still highlight the same creators as they do on their Instagram. Overall, I would give the Twitter of Celsius an A-. 

I also took a quick look at the brand’s Facebook. Celsius is not very active on this platform, however they do have more followers on Facebook compared to Twitter. A lot of the posts include a picture of Celsius followed by a link to their website. There is no branded content or interaction with followers that I had noticed. I would suggest that they start using this platform more because it could reach older audiences and they have a decent following. I would give this platform a C-. 

I enjoyed this assignment because although I drink Celsius and follow their accounts, I had never paid attention to their strategy and what kind of tactics they use.

Here is the edit Celsius posted on their Twitter account!