Here’s how SRAM generated up to +656% more engagement than average:
High Engagement Content:
As of March 2022, SRAM has 839K Instagram followers with an average engagement rate of 0.41%. From January 2021 to February 2022, SRAM has taken a community-focused and branding-led approach to curating their Instagram account. All content for Instagram was organic with no paid ads directing viewers to their account. Top engaged content features limited edition drops, detailed product imagery, and story-based product scenarios.
From January 2021 to February 2022, SRAM’s Instagram account saw +7% growth. SRAM has seen steady growth averaging at +0.5% per month with little fluctuation.
While carousel posts saw the highest total engagement (855K), static image posts saw the highest average engagement rate (1.10%). Static image posts see consistently higher engagement across posts as opposed to carousel posts that have more volatility in engagement across content.
SRAM makes an average of 14 posts per month on Instagram. Months that have seen higher engagement rates vary at about 7 posts a month whereas months with high posting cadences (28+) garner lower engagement rates.
SRAM’s overall engagement rate is 0.41%. From January 2021 to February 2022, there are seven main content categories that generated engagement rates of 0.41% or higher.
The top three content categories that saw the highest average engagement rates include Limited Edition posts (+656%)*, Product Feature posts (+298%)* and Product Scenario posts (+129%)*.
Take it Offline. SRAM has previously created posts that offer the audience the opportunity to access limited products by visiting local and partnering bike stores.
In March 2021, SRAM made a post about 300 product boxes that were shipped to local bike stores across Europe. This builds community with the European bike audience while also intriguing other viewers to see if more surprises will be posted to Instagram.
It’s All About the Details. SRAM made 32 product feature posts from January 2021 to February 2022. These posts include high quality and highly detailed footage of gear.
SRAM’s top engaged post is a video of their derailleur protecting itself after being hit. Being able to defend and present all features of a product’s versatility helps build trust, especially when making claims about product capabilities.
Who, What, When, Where, Why? Product Scenario posts give context into the different ways that SRAM products have been used. Similar to that of a sportscaster, SRAM’s captions tell a story about the ways that specific riders and members of different communities use their products. By highlighting the experiences of top riders with SRAM products, it allows the audience to connect with their inspirations and build similar setups to them.