Starbucks
To effectively advertise your company or brand and reach your target audience, you must have a media strategy capable of accomplishing both. Today, there are so many ways a company can make itself known to the public. One company that does an excellent job of constantly making social media posts, and making itself known to its target audience, is Starbucks. Starbucks is widely known for its coffee, but it is also popular online for its content.
Starbucks' target audience is individuals between 22 and 60; however, its teenage audience is steadily growing due to its online platform. Although Starbucks has a target age, they will always have customers of all ages; after all, most people want coffee in the morning, and Starbucks is usually a go-to place. Starbucks knows that its younger demographic is primarily online. They know precisely how to cater to a younger audience and get Generation Z and Millennials to continue buying their products.
Starbucks' Instagram is very popular due to its aesthetic and branding. The account has a follower count of almost 18 million with over 2,000 posts. The content on their Instagram changes with the season. Currently, Starbucks is posting its content with a Valentine's Day theme. The company's Instagram bio can catch the eye of its audience: "To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time."
The account also includes a menu guide regarding products its customers may be interested in buying. For example, the guide discusses "Cold Coffee Under 200 Calories", "Drinks with 10g of Sugar or Less", "Vegetarian Breakfasts with More Than 10g Protein", and "Five Ways to Cold Brew."
Starbucks' TikTok content is similar to its Instagram Reels. They post humorous content along with coffee recommendations. They like to stick to the latest TikTok trends. This is evident in much of their TikTok posts.
Starbucks' Twitter is much like its other platforms in sticking to the latest social media trends. Twitter's content is usually very different from other social media platforms. For example, many companies will post the same images and captions on their Twitter as they do on their Instagram or Facebook. However, this is not a bad thing; Twitter users usually post different content, typically short relatable posts. Starbucks tries to relate to Twitter users in how they post, rather than repeating what they post on other platforms. This strategy is very effective. Instead of Twitter users only "liking" the post, they will "retweet" it because they find it relatable or funny.
Starbucks will also repost some of its Tweets on its Instagram page. I think this is an excellent way to advertise its Twitter platform. This is important because Starbucks' Twitter content is different from its other social media platforms.
Like its Twitter account, Starbucks' Facebook will post different content to relate to Facebook users. For example, for Valentine's Day, Starbucks' asked its Facebook followers to share how Starbucks has played a part in finding love or friendship.
One of my favorite discoveries while researching Starbucks' media strategy was its Spotify account. The account has 22 public playlists for Spotify listeners to enjoy. They have a playlist for Black History Month, Starbucks Jazz, Marvin Gaye, Aretha Franklin, Starbucks Global Blend, and more. I think making a Spotify account with music that is played in Starbucks locations is an excellent way to gain popularity with Generation Z and Millennials; after all, I was delighted to find the account myself.
Starbucks will always be popular with all ages; however, they know how to reach their Generation Z and Millennial audience. Their content is always aesthetically pleasing, no matter what platform it is on. The playlist covers are well designed and theme-oriented, even on its Spotify account. I have never met a person my age who has not posted their Starbucks drink to their social media at one point or another. Starbucks has always been able to take this to its advantage and reach it's demographic through relatable content throughout all platforms.
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