“Crumbl Cookies: A Sweet Social Media Success Story”
According to the New York Times, Crumbl Cookies, a franchise bakery known as the fastest-growing cookie company in the U.S., has become a social media sensation. Their weekly rotation of unique cookie flavors and iconic pink packaging have propelled them to recognition and fame. With a social media following of 4.1 million on Instagram, 2.7 million on Facebook, 1 million on Twitter, 7.1 million on TikTok, and 1.64 million on YouTube, it's clear that they have found the key to success on various social media platforms. Let's take a closer look at how Crumbl Cookies has achieved such growth and success in its business through the use of social media. While Crumbl Cookies has established itself across several social media platforms, this post will be primarily focused on their Instagram strategy.
What is Crumbl's content trying to accomplish?
On Instagram, they are most known for their weekly reels, shot professionally in high definition with slow-motion effects. Each reel introduces the new cookie lineup for that week, showcasing the texture and flavors of each cookie. Their posts always include a catchy caption, lots of colorful emojis, and detailed descriptions of their cookie flavors. They maintain a professional theme, aesthetic, style, and brand voice throughout all of their posts. Besides the weekly reels, they actively engage with their audience through stories and replying to their customer's engagement. Their regular posts feature new cookie flavors, customer reviews, or business updates, all accompanied by professional photos that fit their brand. Their content aims to generate excitement about their latest cookie flavors, leading to higher engagement and repeat customers. There are many dedicated customers who wait eagerly every week for the flavors to be released so they can go try the cookies and then rate them on social media. The photos and videos of the cookies are always high quality and professionally shot, making the cookies look more appealing and appetizing. What's unique about their content is that it doesn't rely on sound at all. You can understand exactly what they are trying to market through visuals alone by watching the closeup videos of the cookies and then reading the description of the flavors.
Who is their target audience?
Crumbl Cookies seems to target a younger audience that is easily influenced by trends and online experiences. Crumbl has taken care to have a visually consistent and appealing image, which has led to their cookies now being instantly recognizable all across social media. You've probably come across influencers and creators reviewing Crumbl Cookies at some point. People are more likely to trust the opinions of individual creators and influencers than a brand, so the loyalty of Crumbl’s customers on social media has solidified their brand presence even further. By making their storefront, packaging, and cookies, all "Instagram" worthy, they can be sure that photos of their products will be shared eagerly by their followers all across social media.
What is their brand voice and how is their content effective?
The specific piece of content I chose to analyze was their most recent Instagram reel where they introduced the new flavor lineup for October 16-21. This piece of content aligned perfectly with their brand voice, by using a lot of colorful emojis and adjectives to describe their cookie flavors and a trendy caption for the title. The description text is clear and informative, while still being engaging. They always end their post with a singular hashtag, #CrumblCookies. Their brand voice can be described as descriptive, trendy, engaging, and informal. The success of this particular reel lies in its ability to create awareness and excitement about the upcoming flavors at Crumbl Cookie locations. It enhances the appeal and trendiness of their cookies, building trust among consumers who rely on influencer recommendations. This content also serves as a way for customers to share their opinions on flavors and provide valuable feedback that Crumbl Cookies can use to improve their rotating menu. The high-quality visuals, slow-motion effects, clear writing style, and strategic use of capital letters and emojis to make the text more legible, all helped to make this reel more effective.
What does their engagement look like?
On Instagram, their reels are their most engaging content. Their most recent one was posted six days ago and is currently at 105,677 likes and 12,742 comments. Their most recent carousel post featuring a Funfetti cookie received 53,092 likes and 240 comments. They also maintain a strong presence with the viral hashtag #CrumblCookies, which has 98.2K posts.
What could Crumbl do more effectively with their content in the future?
This brand obviously knows what they are doing with its large, combined following across multiple social media platforms. While consistency is key for a brand, it's also crucial to introduce fresh and exciting content periodically to maintain audience engagement and excitement. I used to follow Crumbl cookies, but after I while it felt like I kept seeing the same posts and I didn’t feel particularly attached to the brand. To switch things up. they could try different styles of videos that are audibly engaging as well as visually or share more behind-the-scenes content that might help make customers feel more connected to the brand. Overall though, Crumbl is a great example of how effective social media marketing can truly transform your business into something greater than you ever imagined.
(Photo Credits:)
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