With USD 98 billion in sales, Nestlé is the largest food and beverage company worldwide. This publicly-held conglomerate has kept its top spot for over 10 years now.
It’s a testament to how successful the company has been. The Swiss giant has consistently maintained high standards, ran revolutionary marketing campaigns, and become a household name.
Nestlé’s marketing strategy for products has always been strong. For example, if you see or hear the words ‘Have a break’, chances are you’ll automatically complete the slogan in your head: ‘Have a KitKat’!
Today, Nestlé has a strong presence in real-world food shelves and digital spaces, particularly on social media platforms. The brand enjoys an abundance of online followers and accordingly keeps audiences entertained and informed with regular updates.
Do you want to know what goes into Nestlé’s magic recipe for hooking audiences in such a competitive environment? Let’s dive into Nestlé’s social media strategy and why it works so well.
Analysis of Nestlé’s social media accounts
Nestlé’s content marketing strategy has always been consistent and creative in rolling out entertaining and informative posts and ads. This is coupled with its adherence to top standards and the sheer size of its offerings.
Nestlé has origins as early as 1866, so it has had plenty of time to solidify its position. However, what makes the difference is how the brand’s yummy food is instantly recognizable by even yummier slogans and ads. And vice versa.
So, Nestlé’s strong online presence and thousands of followers are hardly surprising. Here are the total followers on Nestlé’s main social media accounts:
- Instagram: 442K
- Facebook: 11.58 million
- YouTube: 27.8K
- Twitter: 288.34K
- LinkedIn: 15 million
- TikTok: 25.9K
It’s interesting to note the millions of followers Nestlé has on Facebook and LinkedIn, whereas these numbers are lesser compared to its followers on other platforms. But Nestlé’s social media strategy is optimized to factor this in and make the most of it.
Like the approach of other huge multinational brands like Samsung, Nestlé specializes in curating content based on products, industries, and regions. Plus, it uses a host of other clever marketing and content strategies.This blog will go into the details of how.
The key ingredients in Nestlé’s marketing strategy
Nestlé has over 2000 brands across cereals, chocolates, coffee, dairy, and baby food. With active posting and content curation, the brand is adept at grabbing attention. And Nestlé’s marketing strategy positions the brand as a well-loved industry staple.
Nestlé’s strategies vary from platform to platform and change based on specific products and regions. Overall, the brand manages to charm audiences easily with clear, consistent messaging and engaging content.
Nestlé gets its edge by leveraging brand monitoring to stay informed and address gaps in its online engagement.Keep reading to learn how Nestlé’s social media strategy keeps the magic alive for online browsers.
1. Curating informative and entertaining content
The brand may be into food and beverage, but Nestlé does not limit itself to posting only one type of content. Nestlé’s social media accounts display posts and updates about global themes, industries, and regions.
For example, take this tweet on the brand’s official Twitter account featuring Nigerian basketball players.
On one hand, this is a great promotion for Nestlé’s chocolate-flavored energy drink, Milo. On the other hand, it circulates interesting and informative content, keeping audiences engaged.
2. Creating and posting content in diverse formats
Nestlé’s content might not make use of a lot of new-age gimmicks and viral moments. The brand sticks to a straightforward and reserved approach to its online posts.
However, Nestlé’s content marketing strategy uses all the different formats available on social media platforms. Nestlé posts content in diverse formats like reels, static posts, videos, highlights, stories, carousels, interactive posts, and text-based tweets.
For example, the above is a reel from Nestlé’s Instagram account where the brand also has posts and stories.
3. Taking audiences behind the scenes to deepen interest
Behind-the-scenes videos and images are among the most engaging content out there. Such content is informative, deeply intriguing, and exciting.
People like the idea of being let in on a secret, for example, how a particular chocolate is made or the process behind a new idea. Nestlé’s social media strategy takes advantage of this. The brand posts a lot of exclusive interviews and BTS content.
For instance, in this BTS reel Nestlé posted, you can see how the 200-year-old Cailler Suisse chocolate is made and packaged. This post has over 53K views on Instagram, showing how popular such content is.
4. Promoting new products and updates
Nestlé excels at talking about its many groundbreaking and wildly popular products. The brand always hails the product as the hero. So, it never misses posting about new products and updates.
Nestlé follows this methodology across all its social media platforms. As we saw, the brand goes all out where Instagram is concerned. Meanwhile, they have a more reserved approach on LinkedIn and Twitter, with fewer such updates.
However, even those posts make a mark, leading to thousands of views and lots of engagement. For example, look at this post on Twitter talking about a new plant-based chocolate cookie option.
Posting such content keeps the brand and its products fresh in the minds of audiences. The surrounding expectant buzz also helps draw in more attention and engagement.
5. Employing different strategies based on the platform
As mentioned earlier, Nestlé has 11 million followers on Facebook. On Instagram, this number is around 442K. The difference can seem baffling. What’s interesting is the company uses different strategies on its various social media platforms.
While it has millions of followers on Facebook, very few pure-product posts are posted there. Instead, on Facebook, Nestlé puts up more people-centric and community-building content like this post.
There are plenty of community and thematic posts on Instagram too, but there is also an equal number of product-forward ones. Here’s a look at Nestlé’s Instagram page reflecting this approach.
This approach works on each platform because of the target demographic and audience preferences.
6. Using current themes and interests selectively
Some brands go all out where popular themes and viral content are concerned. They jump on every new trend and capitalize on it. This approach works very well for many,
Nestlé’s social media strategy also uses current themes but in a more selective manner. The brand leverages social listening and market trends to create and post relevant and trending content.
Take this tweet posted a few days before Valentine’s Day. It was on-theme and trending but executed in a reserved and classy manner.
Since Nestlé’s whole online persona is more product and community-oriented, it’s not surprising the brand doesn’t use a lot of humor, memes, or GenZ jargon. But it still speaks to its audiences by keeping things current and engaging.
7. Showing people the brand cares
History has repeatedly proved people tend to flock to brands and organizations that care for their consumers as well as the world at large.
Nestlé’s marketing strategy does a wonderful job of bringing the brand’s social welfare work to light. Student-friendly internships, pro-farmer initiatives, advocacy for locally and ethically sourced items, and sustainability are just a few of the causes Nestlé supports.
Check out Nestlé’s YouTube page, for example. There are many videos in the Nestlé Stories series showcasing the brand’s efforts towards causes such as sustainability.
Nestlé ensures people know about this advocacy, thus increasing its goodwill and also promoting causes.
A deep dive into Nestlé’s social media strategy
Considering the brand has been around for over 150 years, Nestlé is no stranger to adapting its marketing strategies to changing times. The huge online follower base the brand enjoys today is proof of that.
Do Nestlé’s marketing strategies work?
The brand is active and regular on social media. Let’s look at what this means in terms of user engagement.
1. Nestlé on Instagram
Nestlé posts at the same frequency more or less each month. Averaging around one post per week, the brand is consistent and draws audiences accordingly.
Engaging in diverse content formats pays off for Nestlé, particularly on Instagram.
While carousels are only the third most frequent post time, they are the most engaging post type.
Nestlé’s Valentine’s Day post shows how the brand stays true to its product-centric approach. The post introducing the new KitKat Pink ice cream has the highest engagements at 2,624.
2. Nestlé on Twitter
Twitter is where many brands actively engage with users, replying to queries and addressing any concerns or complaints. Nestlé is no different in that aspect.
The brand is very responsive on Twitter. It is prompt to resolve issues and offer solutions to concerned consumers. Accordingly, replies have the most engagement on Twitter.
Each reply is framed politely and offers helpful advice. This ties into how Nestlé’s marketing strategy keeps shifting towards a more consumer and community-centric one.
3. Nestlé on Facebook
Like on Instagram, Nestlé usually posts once a week on Facebook.
In the last 3 months, the brand has posted just 18 times. But it still manages to hook audiences, showing how quality trumps quantity.
Nestlé’s video showcasing favorite products for Africa is the post with the most engagements on Facebook. The video is a very short clip but it led to many comments, likes, and shares.
4. Nestlé on YouTube
YouTube is not a very exciting place for Nestlé in terms of regular posting activity. There has been no new post in recent months.
However, the brand has posted 309 videos, with a total of 17.39 million views. These impressive numbers point toward consistent audience views and interaction with the videos.
Nestlé’s marketing strategy on YouTube is very businesslike and information-forward. Comments on videos are turned off, meaning there is no scope for engagement via comments.
But the channel still draws new subscribers.
This points to the potential for more engagement that Nestlé hasn’t yet made the most of.
Use brand monitoring and market research to soar above the competition
Nestlé hasn’t always had the cleanest of images from a PR perspective. The brand is well-known for its fair share of controversies. But it shifted its practices and its approach and ensured people knew.
Insightful and carefully packaged marketing campaigns turned public sentiment around. This gave people a chance to see the brand in a new light. This also meant a renewed appreciation for Nestlé‘s various offerings.
Let’s review the core features of Nestlé’s social media strategy:
- Brand monitoring and market research to identify gaps in their offerings and online presence, leading to the posting of engaging content
- Product-forward marketing which showcases new updates and launches and creates an expectant buzz around them
- Content and policies centered around people and community-building, showing audiences the brand cares
Thus, Nestlé makes the most of its online presence and keeps audiences engaged.
Are you wondering if the same social media strategies would apply to your business? You can reach out to an analytics expert like Keyhole to learn what would work best for you.
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Frequently Asked Questions
1. How does Nestle use social media to connect with its customers?
Nestle utilizes social media platforms like Facebook, Instagram, Twitter, and YouTube to connect and engage with its customers. The company actively shares product updates, new launches, recipes, and other relevant content to build a stronger relationship with its audience. Nestle's social media strategy revolves around listening to customer feedback, responding to queries, and providing timely support, creating a two-way communication channel.
2. What is Nestle's approach to handling negative comments or complaints on social media?
Nestle understands the importance of addressing negative comments or complaints on social media promptly. The company follows a proactive approach by acknowledging and responding to such feedback publicly. Nestle's social media team aims to resolve issues, offer solutions, and provide a positive customer experience. Additionally, they may direct customers to appropriate customer service channels for further assistance.
3. How does Nestle leverage user-generated content on social media?
Nestle recognizes the power of user-generated content (UGC) in building brand credibility and engaging its audience. The company encourages customers to share their experiences with Nestle products by running social media campaigns and contests. Nestle often shares UGC on its official social media channels, creating a sense of community and encouraging customer loyalty. This approach also helps Nestle to showcase its products from an authentic perspective, further strengthening its social media presence.
