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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
Scroll For More

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

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 Drink

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

Shark Energy Social Media Followers

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

# of Posts Per Week and Engagement Rate

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.

# of Posts Mentioning Shark Energy

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

Avg # of Influencer Posts per Month and Engagements per Influencer Post

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.

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 has collaborated with 7 influencers. 

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.

Tiers of Shark Energy’s Instagram Influencers

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

# of Avg. Engagements Per Instagram Post by Influencer Tier

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.

Avg. Instagram Engagement Rate by Influencer Tier

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

Top Instagram Influencers by the Number of Followers

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

# of Shark Energy Promotion Posts   April 2020 - October 2022

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.

Total Engagements and Number of  Posts

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

Influencers by Occupation Type + Top Influencers per Category

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.

Total # of Post Engagements per Influencer Type

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. 

Ad Spend data for Shark Energy is  currently unavailable.

*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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