Operating social media profiles has become commonplace, if not a requirement, for most of today’s top brands. However, social media networks have some restrictions in their terms of service that mean that brands may not able to directly market to their goal demographics.
Every social media channel has some limitations that prevent children from joining. This means that brands focused on children will not be able to interact with the people intended to use their products.
However, that doesn’t mean that the tools are useless. Companies still need to be on social media channels to prove their relevance and reputation. In fact, with some savvy planning, social media can actually help make sales, even for a children-focused business. How are the top brands for kids navigating that conundrum? Here are three companies that are using social media wisely in this field.
1. Gymboree
Something to keep in mind for these brands is that even though the products are intended for children, kids aren’t usually the actual customers. Businesses have to keep in mind the parents, relatives, and older friends who will make the purchases.
Clothing company Gymboree has explicitly made parents its social media audience. Children might appear in photos of the merchandise, but many of the brand’s social media posts directly address parents. For instance, Gymboree asks questions, soliciting stories about imaginary friends or inquiring about baby name choices. This sparks engagement, establishing the brand’s profiles on Twitter and Facebook as places where parents can chat with each other.
It also builds an audience of potential customers who will likely want to make a purchase. Once Gymboree has proven itself as a trusted resource, parents and parents-to-be will think of the business any time they need to buy children’s clothes. Even though their own children will eventually grow out of the …read more
Source: Sprout Social
