Breaking Down Shark Energy's Brand Ambassador Strategy in the Past 2.5 Years

Instagram
Influencer Marketing
December 13, 2022
Food & Beverage

Key Takeaways

Between April 2020 and October 2022, Shark Energy’s ambassadors generated 7.9K engagements. 

Here’s how:    

Platform

  • On Instagram, Shark Energy (1.2K followers) is currently posting an average of 3 posts per week.
  • Shark Energy was tagged in a total of 23 influencer posts over the course of 2 and a half years on Instagram. They generate about 1 influencer post a month garnering 345 engagements on average.
  • Shark Energy does not promote any influencer posts on their Instagram account.

Influencer Tier

  • 83% of Shark Energy influencers have between 10K and 50K followers.
  • 17% of influencers have between 1K and 10K followers.

Influencer Types

  • The brand has worked with 7 influencers between April 2020 and October 2022.
  • 58% of Shark Energy’s influencers are athletes, followed by a lifestyle creator (14%), a car influencer (14%), and a musician (14%). 
  • Lifestyle creators generated the highest volume of engagement at 5.2K, followed by the car influencer at 1.5K.

SHARK Energy Drink is owned by Osotspa Company Limited based in Bangkok Thailand.

Shark Energy describes their drink as follows: “Shark does not only satisfy a frenzied thirst, but with its fruitier taste, has also become a well-established mixer. It’s available in a number of variations including carbonated, sugar-free and even non-carbonated”.

Shark uses natural caffeine from coffee beans and together with other ingredients; it provides a sustained release of inner energy. (Source)

The company does not heavily rely on influencers (brand ambassadors) to build brand awareness on social media, having worked with only 7 influencers in the past 2 and a half years.

Shark Energy has the highest number of followers on Facebook (609K), followed by Instagram (1.2K) and YouTube (587) with significantly less followers.

*Source: Data collected manually directly from Facebook, Instagram and YouTube; Date range: All time, up to Nov 2022.

Looking at the posting cadence and engagement rate from April 2020 to October 2022, Shark Energy focused the most on Facebook and Instagram.

There are about 7.5K total mentions of Shark Energy on Instagram and 1K total mentions on Facebook.

The number of social media posts include both posts published by influencers and non-influencers.

Date Range: All time, up to Nov 2022.
*Number of Instagram, Facebook, YouTube, TikTok, Twitter and Twitch posts are an estimation based on the average number of video views with the hashtag #sharkenergy

From April 2020 to October 2022, Shark Energy received about 1 influencer post per month with ~345 average engagements per post. 

Shark Energy did not tag any influencers on Facebook from April 2020 to October 2022.

Shark Energy does not promote Influencer posts on Instagram. Shark Energy focuses on primarily posting product photos of their energy drink and its new flavours.

*Source: Data collected manually directly from Instagram. Date range: January to October 2022

Between April 2020 and October 2022, Shark Energy has collaborated with 7 influencers. 

The brand mainly collaborates with Nano (1K-10K) and Micro (10-50K) influencers who are lifestyle creators, athletes, car influencers, and musicians.

Shark Energy’s main Instagram page (@sharkenergy) works with international Instagram creators including those from Brazil, Puerto rico, Italy and Japan.

Shark Energy’s influencers only fall into the Micro category (83%) and the Nano category (17%), meaning that their influencers have either between 1K to 50K followers.

Nano influencers’ posts generate the highest number of likes and comments, despite making up only 17% of Shark Energy’s influencers.

The engagement rate is around 15.7% for nano-influencers and 1.2% for micro influencers. Shark Energy’s influencers’ ER is around 12% higher than the Instagram average for nano influencers.

*Industry average to the specific influencer tier (Source).

Amongst the 7 influencers working with Shark Energy, lifestyle creator Jeane Miranda has the highest following at 23.6K.

Lifestyle creator Jeane Miranda and car influencer Denis Mizerit are the most active influencers posting 14 and 3 total posts for Shark Energy respectively.

Jeane Miranda generated the highest number of engagements at 5.2K with 14 posts. Denis Mizerit and Elena Nikolaou generated the second and third highest number of engagements at 1.5K and 646 respectively.

58% of Shark Energy’s influencers are athletes, followed by a lifestyle creator (14%), a car influencer (14%), and a musician (14%). 

Shark Energy's lifestyle creator generated the highest volume of engagements at 5.2K. Although the majority of Shark's influencers were athletes, this influencer group generated the second lowest number of engagements at 1.1K.

The following posts generated the highest engagement for Shark Energy's top content creator Jeane Miranda. These posts feature her at various clubs and events always holding the Shark Energy product.

Engagements: 1.5K | ER: 6.4%

Engagements: 1.2K | ER: 5.1%

Engagements: 1K | ER: 4.2%

Influencers promoted Shark Energy drinks by showcasing videos of them working out and enjoying a sip or by posing for a picture with their cans.

Working Out:

Posing for a Pic:

Athletes promoted Shark Energy by sharing clips of them participating in their sport and tagging @sharkenergy in the photo or video. 

Engagements: 120 | ER: 1.1%

Engagements: 30 | ER: 0.6%

Shark Energy’s ad spend data is currently unavailable as of November 2022. 

*Source: Data collected manually directly from Instagram. Date range: April 2020 to October 2022
*Shark Energy does not have any Macro or Mid-Tier influencers.

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