| Social media is a direct-to-consumer brand’s lifeline to its consumers. Despite summer’s slower pace, these five DTCs have made significant strides over the last three months. Each found their niche on Instagram, with their audiences, and within their categories—and we’re confident they’ll continue to grow into the remainder of 2019. *Insights were tracked from June to August and reflect Instagram audience growth. |
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@functionofbeauty
, 47% growth The beauty brand’s audience wants more than haircare advice and product news. Not surprisingly, this Jo Bros meme overperformed other posts by 2x. |
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@meetflamingo
, 39% growth While Flamingo sells razors and various hair removal accessories, one of the brand’s most successful social franchises, #PlacesIWantToBathe, is far more inspirational. But it’s not all about follows and likes. “Instead of looking at social growth as an end goal, we view it as a symptom that everything we’re doing around the brand—offline and online—is landing well,” explains Biz Lindsay, Flamingo’s Director of Marketing and Communications. “This summer we had a limited edition product, a lot of press coverage, social ads that performed really well, and a retail activation at Target. All of this helps lift the brand and build digital community.” |
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@stadiumgoods
, 25% growth The sneaker and streetwear brand knows what its audience is looking for—and delivers. Followers depend on Stadium Goods for news and launch announcements. In fact, those posts outperform giveaway and contest content, which is traditionally a guaranteed way to garner engagement. |
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@seedlipusa
, 62% growth It’s small—currently with an audience of 14.2K—but growing quickly in the alternative spirits space. Seedlip is learning what works: A recipe for Rhubarb Twist captured a 4.38% engagement rate and gave the brand a bump of 700 followers that week. “As a new product, in a new category, it’s our role to help educate a rapidly growing consumer base,” says Lorena Tapiero, Seedlip’s Head of US Communications. “Our community responds so positively to recipes and we hope to regularly offer them new takes on classic cocktails, re-inventions of simple serves, and more.” |
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@andieswim
, 35% growth Talk about buildup: The brand launched its Instagram feed a full 6 months before its product premiered, solidifying the importance of social media for the swim line. All shapes, sizes, shades, and ages are featured on the feed, and real-women posts perform particularly well. |