And…I’m back with more blog posts that are related to my quest to earn a marketing degree. (Please clap.) I love a good snack, especially if it’s sweet. Therefore, when tasked to compare two companies in the same industry that utilize social media, I’m going for the sweetest and tastiest: Dunkin and Krispy Kreme. Join me in taking a break from doom scrolling in order to take a closer look at each company’s social media efforts.
Box of assorted donuts
Dunkin
- 2.6 million followers
- Last post as of 10/27/2024 (2 days ago)
- Active on Stories
- Halloween themed content
Krispy Kreme
- 2 million followers
- Last post as of 10/27/2024 (3 days ago)
- Not active on Stories
- Halloween themed content
X (though I admittedly still call it Twitter)
Dunkin
- 1.3 million followers
- Last post as of 10/27/2024 (3 days ago)
- Halloween themed content
Krispy Kreme
- 374.6 thousand followers
- Last post as of 10/27/2024 (3 days ago)
- Halloween themed content + content advertising National First Responders Day (happening on 10/28…also my birthday)
What Stands Out
On Instagram, Krispy Kreme is pushing its Ghost Busters collaboration heavily. Even so, I would say that they maintain a neutral tone in their advertising and engagement. While Dunkin doesn’t have the benefit of currently collaborating with a well-known franchise, they’ve given a sassy personality to their Halloween/ spider-themed donut. The tone given to the spider donut aligns with the sarcastic and witty tone that Dunkin uses across their social media platforms.
The Takeaway
While branding is important for any business at any size, I do believe that a brand is able to take more risks and be edgier if it has a more loyal and larger customer base. Could some find the tone Dunkin uses off-putting? Absolutely. However, I doubt they would continue using it if it wasn’t appealing to the majority of their target audience. Besides, with social media crowded with businesses trying to make names for themselves, it’s increasingly important to have content that speaks volumes.
I guess you could say that Dunkin and Krispy Kreme make having an engaging social media platform look as easy as pie. (Sorry if you rolled your eye at that dessert metaphor. I couldn’t think of a single donut one!) They both post regularly, have distinct content that caters to their demographics, and show an awareness of trending topics. They’re both doing what works for them while appealing to their target audiences. That sounds like they’re doing social media right to me, but what do you think?
Want to see these two in action? Check out their social media accounts here:
Dunkin’ (@dunkin) • Instagram photos and videos
Krispy Kreme Doughnuts (@krispykreme) • Instagram photos and videos
Krispy Kreme (@krispykreme) / X
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