Eating insects is a big thing, even a super trend according to many studies and articles. But there are many obstacles to overcome before we change our attitudes towards the crawling things we many of us consider disgusting or even scary.
Social media is undoubtedly the best forum to spread understanding of the more ethical protein compared to meat-eating that is destroying our planet. But how good are the insect companies in their social media actions? Not so good, it seems.
Underhood (underhood.co) is a Finnish startup that is measuring social performance of thousands of brands. Currently, there are about ten thousand companies, organizations or other brands analyzed daily on the service. Each brand gets a daily social score based on data.
Underhood sat down together with insect-business expert Ilkka Taponen to see how the most prominent ento-companies or brands are performing, and here are the results as in 23th of August 2018. You can see daily updating score here: http://rankings.underhood.co/insect-companies/
Brands are analyzed by their social performance (language analysis, engagement numbers, and visibility) and given a social score. The scale is from 1 to 10 and you can click on any brand to see the full social analysis. The scores are updated daily.
The best performers (as in August 23rd) are Jimini’s and Wilder Harrier. They are both selling customer products from insects. While Jimini’s focuses on serving humans, Wilder Harrier makes sustainable insect-treats for dogs.
According to Underhood’s algorithm, Jimini’s is reasonable active on social media – they update their Facebook every second day on average, but Wilder Harrier has something to say to their Facebook audience only once in ten days. That is not enough. Preaching should be louder when the best performing brands on Underhood update their Facebook more than twice a day.
Follower counts need work too. There are only two brands with five-figure follower numbers, Exo (55,000 followers on Facebook and Twitter) and Jimini’s (27,000 followers on Facebook and Twitter). As a rule of thumb, customer brands need large follower bases on social media to boost their sales and spread the knowledge of their products.
So, why are these companies so quiet and modest on social media? Is it because they do not have good communication professionals to help them or do they feel that they don’t have interesting things to say? On social media, it is essential to keep noise. No one remembers the quiet ones when everybody is shouting.
As we see it, it is crucial that brands of this new industry get active on social. There is no way we can change people’s attitudes towards eatable insects if we do not spread the word in the most personal media, meaning Facebook, Twitter, Instagram and other platforms. It seems the industry players are wasting an excellent and cost-effective opportunity to market their new and exciting products! Revolution needs to have evangelists.
So, what to post? Here are some best performing posts from the listed companies ranked above.