Organic Social Media Strategies for the Alcohol, Tobacco, and Regulated Industries
In today’s digital age, social media has become a powerhouse for businesses to connect with their audience, promote their products, and build brand awareness.
However, for industries like alcohol, tobacco, and beyond, navigating the regulatory landscape can be a challenging endeavor.
The primary challenge stems from the stringent rules and regulations governing these sectors, which are designed to safeguard consumers, particularly the younger demographic, from the potential risks associated with their products. These regulations restrict how businesses in these industries can market and advertise their offerings.
In the alcohol and tobacco space, companies must adhere to age restrictions (age 21 and 18, respectively), content limitations, and labeling requirements. Beyond these industries, sectors such as pharmaceuticals, finance, and healthcare face similar hurdles, where compliance with regulations is paramount. However, the desire to harness the power of social media remains strong across industries.
In this dynamic digital landscape, finding the right balance between adhering to regulatory guidelines and leveraging social media’s potential for organic growth is a challenge that demands innovative solutions.
As an agency and extension of your team, FifthColor dedicates its experts to exploring effective strategies that can help businesses in these regulated sectors to not only navigate the complex regulatory landscape but also thrive and excel on social media platforms. It’s a journey that requires careful planning, creativity, and an unwavering commitment to both your brand’s values and the well-being of your audience.
In regulated industries, understanding your target audience is crucial. Identify your customer personas and tailor your content to their preferences and interests. If you’re promoting craft beer, your audience might include beer enthusiasts, foodies, and local community members. Craft content that resonates with them.
In addition, organic social media content must offer some sort of value to your followers. This could be entertainment, motivation, or new knowledge.
At FifthColor, we like to keep in mind the 80-20 rule:
- 80% of content educates, motivates, and entertains.
- 20% of content sells.
This ensures you are offering your followers plenty of value while keeping your product or service top of mind.
Educational content is a valuable tool in regulated industries. Sharing information about responsible consumption, the history of your products, and how they are made provides valuable insights.
User Generated Content
Especially for Gen Z and Millennial targets, user-generated content (UGC) is one of the best avenues for increasing reach across social media. According to a Hootsuite report, consumers are 2.4 times more likely to view user-generated content as authentic than brand content. Authenticity is key for the younger generations, and sharing real-life consumer experiences can captivate your key target audience.
Influencer Marketing
In addition, Influencer marketing can be a strong strategy when executed carefully. Not all industries and platforms call for influencer marketing, however. TikTok regulation policies and community guidelines prohibit posting branded content that promotes products or services, including alcohol, cigars and tobacco-related products. This includes brand endorsements, partnerships, and other kinds of special promotions for a product or service. So, it’s crucial to understand your industry’s regulatory landscape across each platform.
Social Media Best Practices
Never compromise on compliance. It’s important to familiarize yourself with your industry’s specific regulations, including age restrictions, content limitations, and labeling requirements. Regularly reviewing and updating your social media content will ensure that you adhere to these regulations.
If you’re starting a social media strategy from scratch, it may be difficult to know how often to post. Maintaining a consistent posting schedule builds trust and keeps your brand on your audience’s radar, but how much is too much?
While every platform is different, Hootsuite recommends 3-5 times per week on Instagram using mixed-media content (static, carousel, and reels). This is because Instagram is the number one platform for users to connect with brands, according to a survey by the Global Media Consumer Research Study.
Instagram For Business has tools to help brands with storytelling, which is a powerful tool to connect with your audience emotionally. Even in regulated industries, brands can share stories about their history, the people behind it, and their positive impact on their community, which is more memorable and creates a stronger bond with audiences.
Social media, however, is not a one-way street. Brands need to be active on their accounts, engaging with their audience by promptly responding to comments, messages, and reviews. This shows that you value their input and are committed to building a community.
In conclusion, executing organic social media strategies in regulated industries like alcohol and tobacco may require extra diligence, but it’s entirely achievable. By understanding your audience, following the rules, and creating engaging, compliant content, you can build a strong online presence that not only adheres to regulations but also fosters trust and loyalty among your customers.
So, raise your virtual glass, and let’s start crafting your organic social media strategy today!