For our most recent part of “Battle of the Brands”, we analyzed the social media strategies of two of the biggest players in the row sharing game: WeTransfer in opposition to. Dropbox.
Using Mention’s powerful social monitoring skin tone, we were able to step insights into how these SaaS businesses’ brand positioning affected their share of voice on social media.
Read on pro several of the tone insights we chosen up from undercover work on these two SaaS giants, with several instruction with the purpose of you can apply to your SaaS Social Media Marketing strategy.
Table of Contents:
Player 1 What is Dropbox?
Player 2 What is WeTransfer?
Who is their the public?
How does WeTransfer’s & Dropbox’s brand positioning be flippant into their stats?
Does size permanently have a bearing?
How does this ponder on their branding come up to?
Key takeaways
Player 1: What is Dropbox?
Dropbox is solitary of the world’s the majority widely-used cloud platforms pro row cargo space and sharing. They offer the knack to share considerable documents with row previews, company branding and watermarking, making file-sharing solitary of the tone skin tone of the Dropbox Professional arrange. Offering a surfeit of other skin tone like file-storage and productivity tools, Dropbox brands itself as a “smart workspace” multi-usage solution with its mission to “design a more enlightened way of working”.
Player 2: What is WeTransfer?
WeTransfer happening sour as a minimal, no-fuss row relocate service, but with a clear branding. Over the years, they acquired a suite of creative tools: A presentation creator, inspiration bookmark tool and an online sketchbook. However, their the majority used result is by far the fundamental file-sharing tool, which is I beg your pardon? It’s paramount recognized pro. Today, WeTransfer brands itself as the middle of the creative the public, with its mission to “defend the gap pro creative work”.
Who is their the public?
Figures correct as of February 2021.
While the two players’ client bases aren’t fully comparable, they are both major players in the file-transfer game. Both Dropbox and WeTransfer boast sizeable social armies, but their community’s presence varies across the poles apart social media platforms we practical.
Dropbox leads the way on Twitter with 4.1M followers, around the same size as the population of Moldova, where WeTransfer has around 1% of with the purpose of amount (41.5K followers). In the role of Dropbox has been singing the game pro longer, this doesn’t appear as a vast disbelief.
However, the tables junction while we look next to Instagram. Despite a much more niche clientele, WeTransfer has a superior Instagram the public than Dropbox: 52.1K followers in opposition to. Dropbox’s 49.1K.
How does WeTransfer’s & Dropbox’s brand positioning be flippant into their stats?
Here’s the bring up volume every one brand accumulated across the intact confusion:
…versus their volume exclusively on Facebook and Instagram:
Dropbox engulfs WeTransfer’s bring up volumes across the confusion on a unbroken. This can be explained by their offering of a broad range of products suited pro persons, companies and every person in-between, giving them more opportunities to be seen and heard amongst multiple audience types. This being alleged, their social media strategy focuses on accomplishment elsewhere to solitary tone bazaar: Working professionals.
However, WeTransfer’s visibility on visual-heavy social media sites like Instagram approaches with the purpose of of Dropbox, despite its much slighter overall user the public. This makes a allotment of intelligence as this is the social media platform of variety pro many visual creatives, WeTransfer’s tone user basis.
Does size permanently have a bearing?
While Dropbox established a ton more mentions than WeTransfer on both the confusion and social media, our sentiment analysis showed with the purpose of WeTransfer’s the public had more certain things to say nearly the brand.
Both brands adage their share of certain mentions growth while we filtered elsewhere everything but pro Instagram and Facebook. However, WeTransfer took things solitary step additional with an overwhelming majority of on cloud nine followers.
The lesson? Unless you’re a subscriber of the “all press is able press” mindset, it may possibly be better to focus on curating a small tribe who all hold able things to say nearly you as an alternative of an army of disapproving talkers.
How does this ponder on their branding come up to?
WeTransfer’s strong stance on being the defender of the creative the public is loud and net through its offer of artsy tools and unfailing Instagram aesthetic. By evenly sharing user-generated content on the #MadeWithPaper Instagram hashtag, WeTransfer champions their own users while presentation sour the capabilities of their line of creative products.
The impression of WeTransfer’s art-filled, content-driven branding shows on the social networks somewhere the communities it’s addressing succeed.
On the other hand over, Dropbox focuses on more text-based content on how to boost productivity and occupation better. This aligns impeccably with their mission statement to “design a more enlightened way of working”. Like WeTransfer, it’s net with the purpose of Dropbox hold adopted a consistently branded visual aesthetic on Instagram to promote their blog articles with illustrations to accompany their content. However, their articles fit better on a text-based social media like Twitter, which might explain why this channel is more lucrative.
Key takeaways
Know your the public. Engaging with your tribe in a certain way on social media channels they evenly advantage will help your brand reputation.
Pick your niche. In the role of seen with WeTransfer, targeting a niche might end you fewer opportunities, but gives you more prospect of making with the purpose of the public on cloud nine.
Tailor your communications. Even if your brand is like Dropbox and has something to offer pro every person, focusing on the audience with the purpose of matters the majority to your mission will increase your brand engagement.
Size doesn’t permanently have a bearing. The quality of the conversations being had around your brand matters fair as much as their frequency.
Your branding and content strategy goes hand over in hand over. Create content with the purpose of wires your brand ethics and mission statement, and you’ll create a certain image pro every person who crosses your path.
