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Social media snapshot
WA Potatoes uses Facebook and Instagram social media channels to recruit and engage with consumers.
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.
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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).
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. 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.
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.
500000 AVERAGE MONTHLY REACH AVERAGE MONTHLY REACH AVERAGE MONTHLY REACH 0 125000 250000 375000 500000 0 125000 250000 375000 2017 125000 250000 375000 500000 2018 YEAR 2019 2020 FIGURE 1. CUMULATIVE REACH/MONTH OVER TIME (AVERAGE). 2017 2018 2019 YEAR 0 2017 2018 2019 YEAR 2020 2020 Reach is the number of unique views of social media posts over a period of time. 21600 FACEBOOK FOLLOWERS FACEBOOK FOLLOWERS FACEBOOK FOLLOWERS 20500 20775 21050 21325 21600 20500 20775 21050 21325 2017 20775 21050 21325 21600 2018 YEAR 2019 2020 2017 20500 2017 2018 2018 YEAR YEAR 2019 2019 2020 2020 FIGURE 2. FACEBOOK FOLLOWERS OVER TIME. 1500 INSTAGRAM FOLLOWERS INSTAGRAM FOLLOWERS INSTAGRAM FOLLOWERS 0 375 750 1125 1500 0 375 750 1125 2017 375 750 1125 1500 2018 YEAR 2019 2020 2017 0 2017 2018 2018 YEAR YEAR 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
