Between April and July 2022, Celsius’s ambassadors generated 2.5M engagements (1.3M on Instagram and 1.2M on TikTok), here’s how:
Celsius is the energy drink that fuels workouts. The brand says “We aim to inspire those who want to live fit by giving them a sustained energy source that’s specially formulated to work with your body to help you reach your goals.” (Source)
The company heavily relies on influencers (brand ambassadors) to build brand awareness on social media. Originally, Celsius focused its efforts on Instagram and recently tapped into TikTok.
Celsius is actively building out its ambassador network, with a heavy focus on Instagram.
Celsius has the highest number of followers on TikTok (1M), followed by Instagram (407K). The brand is not active on YouTube and hasn’t posted any new videos since June 2021 in over a year.
Celsius is most active on TikTok and Instagram, making 5 and 4 posts per week on each platform. The brand generates significantly higher engagement rates on TikTok (10.4%) than on any other social platform.
There are about 52K total mentions of Celsius on Instagram and significantly less on every other platform.
The number of social media posts include both posts published by influencers and non-influencers.
Celsius gets ~40 influencer mentions on Instagram per month, which generates ~13K engagements. At the same time, the brand gets about 11 mentions from influencers on TikTok, yet they generate significantly higher engagements (40K).
On average, 36% of Celsius’s posts on Instagram are influencer posts. The majority of them focus on product flavors — new flavor introductions, taste suggestions, and follower opinion polls.
Celsius relies on a wide network of trusted influencers to drive brand awareness on Instagram. The brand mainly collaborates with Mid-Tier Instagrammers who are professional athletes, models, and content creators.
37% of Celsius’s influencers fall into the Mid-Tier (50K–500K followers) influencer category. At the same time, the brand has collaborated with 7 (26%) Mega and 7 Macro (26%) influencers between April – July 2022.
Mega-Influencers’ posts generate the highest number of likes and comments (avg. 63K), followed by Macro-Influencers (avg. 46K).
Posts by Macro-Influencers generate the highest engagement rate of 5.9%, followed by Mega-Influencers (2.5%). Celsius’s influencers’ ER is significantly higher than the Instagram average, which suggests they may invest additional money to promote their posts.
Vinnie Hacker, a content creator from the US mostly famous for his lip-sync videos, has 5.8M followers on Instagram, which is the highest number amongst Celsius’s Instagram nfluencers.
Bodybuilder and trainer Hendrik Sundvall and Andrea Somer, health and life coach, are the most active influencers when it comes to the number of posts they create for Celsius. On average, Celsius’s ambassadors post at least once per month (5 posts in 90 days).
Two bodybuilders (Nick "the Mutant" Walker, a macro-influencer, and Dustin Poirier, a mega-influencer) generated the highest number of likes and comments. 8 posts by Nick "the Mutant" Walker generated 229K engagements and 6 posts by Dustin Poirier generated 367K engagements.
78% of Celsius's influencers are athletes, the majority of whom are engaged in water sports (surfing and skimboarding).
22 athletes generated the most engagements for Celsius (1M) between April and July 2022. However, a single giveaway post by Vinnie Hacker generated almost as many engagements (952K) as all posts from 22 athletes combined.
Two out of the top three Instagram posts by the number of engagements featured Celsius product giveaways.
Top Influencer Posts:
Engagements: 952K | ER: 16.4%
Engagements: 117K | ER: 8.3%
Engagements: 96K | ER: 1.3%
Celsius collaborates with influencers to introduce new drink flavors.
Influencers also frequently talk about how Celsius gives them energy for their workouts or sports activities.
18% of Celsius’s Instagram feed ads between April and July 2022 featured influencers.