A year ago, Patrón didn’t have an Instagram account. After an aggressive social media push, the tequila maker has established a presence on the platform with nearly 44,000 followers. The Patrón account focuses on drinks, with cocktail photos accounting for the majority of posts.
“Cocktail imagery across the board is our best bet. Especially on Instagram,” the brand’s social and digital strategy manager told Digiday.
L2’s Digital IQ Index: Spirits confirms the validity of this strategy, as the most-engaged Instagram posts by Spirits brands place products front and center. This contrasts with the Beer category, where the most successful Instagram accounts feature lifestyle content in addition to product images. For Spirits brands, product photos account for every one of the top 10 posts in terms of engagement. Notably, seven of the 10 photos were posted by Cîroc, showing the brand’s mastery of this popularity formula.
But Patrón’s work on Instagram is far from done. The brand faces steep competition as brands in the category become more active and savvy on the social platform. Today, 97% of Spirits brands have Instagram accounts, up from 82% in 2014 and 46% in 2013. Moreover, the L2 study shows that unlike on Facebook, early adopters of Instagram have been the most successful. Brands that made early investments, such as Cîroc and Belvedere, have continued to see strong engagement.
As Instagram becomes increasingly competitive, Spirits brands are looking to new platforms to boost their popularity. Patrón has already experimented with Periscope and Meerkat, where it promotes loyalty program Patrón Social Club. Now that Instagram has opened ads to all, these platforms could offer brands a head start on organic communication with fans.