WA POTATOES
Social media snapshot Followers are over 80 per cent female on Facebook and around 70 per cent female on Instagram and are mostly aged between 25 and 44 (although Facebook has a slightly older demographic), and are mostly Western Australian, with some from the Eastern States and a few from overseas.
Over the three years, average reach has gone from around 60,000 per month to over 400,000 per month (see Figure 1) (reach is the number of unique people who see posted content).
Analysing social media insights has revealed that changes in consumer behaviour in 2020 have shown an increase in social media use in general, but also an increase in interest in locally grown food and especially potatoes.
AVERAGE AVERAGE AVERAGE MONTHLY MONTHLY MONTHLY REACH REACHREACH
Since the reboot of the marketing program in 2017, WA Potatoes has greatly increased its reach across both platforms through a strategic approach to content, consumer engagement and paid promotions.
500000 500000 375000 375000 375000 250000 250000 250000 125000
125000 1250000 2017 2018 2019 2020 0 YEAR 2017 2018 2019 2020 0 YEAR 2019OVER TIME 2020 2018 FIGURE 2017 1. CUMULATIVE REACH/MONTH
YEAR
(AVERAGE).
Reach is the number of unique views of social media posts over a period21600 of time.
FACEBOOK FACEBOOK FACEBOOK FOLLOWERS FOLLOWERS FOLLOWERS
As of July 2020, the WA Potatoes Facebook page has nearly 21,600 followers (see Figure 2), adding over 1000 followers from 2017. The WA Potatoes Instagram account has also grown to nearly 1500 followers (see Figure 3), adding around 660 people from 2017.
21600 21600 21325 21325 21325 21050 21050 21050 20775 20775 20775 20500 2017 20500 205002017 2017
2018 2018 2018
YEAR YEAR YEAR
2019
2020
2019 2019
2020 2020
FIGURE 2. FACEBOOK FOLLOWERS OVER TIME. 1500
INSTAGRAM INSTAGRAM INSTAGRAM FOLLOWERS FOLLOWERS FOLLOWERS
W
A Potatoes uses Facebook and Instagram social media channels to recruit and engage with consumers.
500000
1500 1500 1125 1125 1125 750 750 750 375 375 3750 2017 0 02017 2017
2018 2018 2018
YEAR YEAR YEAR
2019
2020
2019 2019
2020 2020
FIGURE 3. INSTAGRAM FOLLOWERS OVER TIME.
The challenge now is to keep the attention of our audience, with more great content that meets their needs. A marketing proposal for 2021 will be prepared for industry to review shortly. MORE INFORMATION • Contact: Georgia Thomas georgia@wapotatoes.com.au • Website: www.todatoes.com.au
WA Grower SPRING 2020
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