How Red Bull uses Facebook as their marketing platform.
Red Bull is an amazing example of a brand that is well established on social media.
We all know that Facebook marketing is not just about holding on a loads of ‘likes’, but 43 million fans is still a very impressive number. This is the amount of likes on their main account, Redbull also has a number of other dedicated facebook pages which include the Stratos balloon jump, X-Fighters and its Music Academy.
Red Bull’s main facebook page generally posts 1-2 posts per day, but none of the posts endorse a Red Bull can, but they focus on images and videos of extreme sports and athletes sponsored by Red Bull. It fits with the brands overall strategy of promoting itself as a lifestyle choice rather than a simple, caffeinated drink. Due to these these eye catching images, the post collects up thousands of ‘likes’ and hundreds of comments.
Unlike the other brands, Red Bull doesn’t actually bother to respond to any user comments. It does seem like a missed opportunity to have conversations with customers, but then Red Bull’s strategy is different from most consumer brands. Other brands use Facebook pages to give product suggestions and advertise their sales, but Red Bull is all about promoting a lifestyle. Therefore the type of content is totally different, and the comments on its wall posts tend to be about admiration for the athletes rather than discussing Red Bull’s products. This means there was no absoulte need to respond to consumer queries.
Red Bull also has a great array of apps, including Red Bull TV, an events page, links to careers with the company, and an app that gives details of all its athletes including links to their official social media accounts.