Generating up to +656% More Engagement than Average by Fostering Community & Product

Instagram
March 31, 2022
Sporting Goods & Outdoor

Key Takeaways

Here’s how SRAM generated up to +656% more engagement than average:

Instagram Formats:

  • Post Type: Static image posts saw the highest average engagement rate (1.10%).
  • Average Posting Cadence: SRAM makes an average of 14 posts a month on Instagram.
  • Optimal Posting Cadence: Months that have seen higher engagement rates average at 7 posts a month.

High Engagement Content:

  • Limited Edition Offers: These posts introduce unique offerings with limited quantities available.
  • Product Features: These include high resolution imagery with specific products and their purpose.
  • Product Scenarios: These posts give context to who is using SRAM products and why they work for them.

Post Tactics:

  • SRAM makes their content unexpected with unique ideas such as surprise boxes sent to local bike shops.
  • Product feature posts tend to be a more dynamic version of product ecommerce photography usually featuring a coloured background for a more curated look on Instagram. 
  • SRAM includes the details of exactly how their products are being used in competitions and which riders are using them. 

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. 

*Total engagement includes likes and comments.

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. 

  • Product Scenarios give context to who is using SRAM products and why they work for them.
  • Product Features include high resolution imagery showcasing specific products and their purpose.
  • Athlete Appreciation introduces new riders to SRAM teams and offer congratulations on wins. 
  • Rider Sentiments provide quotes from athletes about SRAM gear or recent riding experiences. 
  • Editorial Teasers introduce longer stories being hosted on YouTube, SRAM’s or a partner’s blog.
  • Social Initiatives raise awareness to support athletes or partners hosting charitable events. 
  • Limited Edition introduces unique offerings with limited quantities available.

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%)*. 

*Percentage increase in engagement over overall average engagement rate of 0.41%

Content Category:

Limited Edition Posts

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. 

Post Tactics: 

  • SRAM makes the content unexpected by building surprise with unique ideas.
  • A limited amount of time to access the product for helps create urgency. 
  • SRAM builds a story around their posts, to celebrate two riders becoming the first XCC World Champions, SRAM partnered with Specialized to release 50 of the frames they rode on to the public.

31K Engagement

20K Engagement

Product Feature Posts

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.

Post Tactics:

  • Product feature posts tend to be a more dynamic version of product ecommerce photography usually featuring a coloured background for a curated look on Instagram. 
  • SRAM uses their captions to help provide any extra additional context to the product and its main benefits.

66K Engagement

36K Engagement

Product Scenario Posts

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.

Post Tactics:

  • SRAM includes the details of exactly how their products are being used in competitions. 
  • Captions explaining what happened during competitions or before competitions is supplemented with imagery from those moments. 
  • Posts like this will even include a rider’s full mountain bike set-up in the caption.

16K Engagement

15K Engagement

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