An insightful guide to The Cheeky Panda’s Social Media Strategy

The Bamboo Lover: Meet The Cheeky Panda, an eco-friendly brand celebrated for its bamboo-based products, ranging from toilet paper to facial tissues and other household essentials. With a firm commitment to environmental sustainability, the brand promotes the use of bamboo as a renewable resource. Their products claim to be 100% vegan, free of chemical ingredients and unnecessary fragrances, and are tailored toward eco-conscious consumers. The Cheeky Panda provides practical solutions for daily household needs and fosters a playful, sustainable image among its customers.

(Source: The Cheeky Panda)

For brands like The Cheeky Panda, maintaining a presence on the most popular social media platforms, like Facebook, Instagram, and YouTube, is an integral part of growing the brand. For budding brands like these, it’s crucial they utilise content creation strategies tailored to each platform to attract the most attention. Let’s delve into the social media world to see why these platforms play such a large role in brand marketing.

(Source: Freepik)

Nowadays, engaging with social media has become an integral part of most people’s daily lives. With over half (62.3 percent) of the global population being social media users, the reach of these platforms is immense. With access to this vast audience, brands must find ways to compete with endless other content creators and get eyes on their brand. Social media is a unique opportunity for businesses. Not only are they free, but they are also highly effective channels for businesses to enhance market themselves and drive traffic to their websites. Compelling social media content has the power to captivate the attention of new potential customers, expanding the brand’s reach. Social media can significantly increase conversion rates. By showcasing the brand’s products or services effectively, social media content can intrigue customers and prompt them to make purchasing decisions. Furthermore, social media allows the brand to stay relevant to its loyal consumers by providing them with regular updates, entertaining content, and personalised interactions. This fosters a strong sense of connection and loyalty, ultimately leading to sustained customer satisfaction and continued support for the brand.

Let’s take a cheeky peak into how The Cheeky Panda uses social media to convey its eco-friendly products to consumers.

Social Media Platforms Audit

Here is a quick overview of the cheeky panda’s social media performance. Crunching the numbers, we can see that the brand performs best on Facebook and Instagram.

(Source: Author’s Own)

(Source: Similarweb Analysis of The Cheeky Panda, 2024)

According to data from Similarweb Analysis of The Cheeky Panda, the predominant share of traffic, at 91.07%, is directed to their Instagram platform, whereas only 4.80% of visitors are diverted to their TikTok account. Conversely, Facebook emerges as the primary social media channel for engagement and interaction, boasting the majority of the brand’s social media following and attracting nearly 71% of incoming website consumers. The disparity in traffic distribution underscores the need for more effective and straightforward calls to action or external links.

To illustrate some weaknesses in The Cheeky Panda’s social media strategy, check out these two holiday posts. They have focused on showcasing the products in the images, yet they fail to clearly convey the purpose and the connection with the events or festivals being celebrated. Additionally, the content lacks relevance to the products or the brand, making it challenging for the audience to understand the core appeal directly. Moreover, the call-to-action features are unclear, leaving the audience unsure of what action to take next.

Following their Christmas campaigns, The Cheeky Panda collaborated with other sustainable brands to launch 12 posts featuring various prizes. The social media giveaway strategy proved effective in increasing engagement and gaining followers, as evidenced by the dramatic growth in likes and comments. This surge in interaction highlights the success of the campaign in capturing the audience’s attention. However, without clicking the “Read more” button, it is difficult to view the campaign rules and details. Failing to disclose information can damage the brand’s credibility and leave a negative impression. Moreover, incorporating interesting content and activities or quizzes related to the brands or sustainability topics would add more value to the audience. This approach could motivate engagement and foster a deeper connection with the brand.

Have a sense of humour! Utilising meme marketing on social media is an excellent way to capture the audience’s attention. According to a Mintel report, 62% of social media users follow brand accounts for their humorous content. One of The Cheeky Panda strengths is their ability to seamlessly integrated their products and eco-friendly concept into meme pictures, effectively aligning with their audience’s preferences for entertaining and relatable content. However, there are missing hashtags. Incorporating relevant hashtags enables your content to be more easily seen or found. Relevant hashtags can also drive traffic from the right people, enhancing the reach and impact of your social media posts.

Short-form video has become one of the most prevalent types of social media content, demanding brands to craft quick, visually captivating videos that engage audiences effectively. Since 2021, The Cheeky Panda has leveraged this approach on the TikTok platform, specializing in short-form video content. With over 200 videos posted, the brand showcases its mascot, Panda Colin, infusing a playful element while staying true to its identity and products. Each video incorporates a clear call to action in the description and weaves an intriguing short story. For instance, one video humorously depicts Panda Colin’s confusion over the meaning of ‘10% off,’ effectively conveying promotional details in an engaging manner. However, initial viewer engagement could be enhanced with additional context or captions to clarify the joke and capture audience attention. Strengthening the message through more context or captions would bolster viewer engagement and message clarity.

Recommendation

With our strategic analysis of The Cheeky Panda’s social presence, we’ve identified its strengths and the areas needing improvement. One notable weakness lies in the lack of interaction with consumers, particularly evident in unboxing or product feature posts that often lack intrigue and descriptions. However, user-generated content (UGC) presents a powerful opportunity for engagement and conversion. Authentic and credible, UGC enables brands to foster a community, interact with loyal customers, and enhance overall experiences by discussing product features, branding, packaging, and other important details. Collaborating with influencers and content creators for unboxing or experience-sharing videos and posts is an effective method to promote products. According to Google, 62% of viewers of unboxing videos express interest in purchasing the product being featured. This strategy could aid The Cheeky Panda in both the discovery and awareness stages of the sales funnel.

(Source: Author’s Own)

To enhance The Cheeky Panda’s social presence, implementing the Content Inc. model would prove invaluable in crafting an effective strategy. This model emphasizes the importance of creative and valuable content for social media audiences. By consistently delivering high-quality content across various platforms, The Cheeky Panda can ultimately enhance engagement and expand its business with the help of social media platforms.

Have you followed any brand accounts on social media platforms? What types of content interest you the most? Feel free to leave a comment and share your thoughts with us!

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