How Starbucks Uses Instagram to Offer More than Just Coffee

21 July, 2020 (Tuesday)

About the Brand

Starbucks is a global chain of coffeehouses that is headquartered in Seattle, Washington. What started as a single narrow storefront in Seattle’s Pike Place Market back in 1971 now has more than 30,000 outlets in over 70 countries.

Dissection

Starbucks markets itself as a brand that cares and that its offerings are beyond just coffee. It talks about how it seeks to inspire and nurture the human spirit one coffee at a time. An inviting shade of deep green sets the tone for the brand and it goes well with its values of sustainability which is reflected on its social media pages. It makes use of its iconic cups as a general theme throughout its posts.

Starbucks posts carry an aesthetic appeal to them that is a result of genius ideas and their creative visualisation. They are often paired with quirky and bright captions. Its iconic coffee cup posts are easy to replicate which helps by offering a constant flow of user-generated content which Starbucks is quite adept at showing off. It engages its audience further with fun questions, giveaways and interactive posts from time to time.

It often engages its audience in conversations about social and environmental issues that matter and is always on top of the latest topicals and trends. It also strikes a great balance between its photo and video content. What is even more amazing is its smart use of Stories to stay connected with its audience with constant updates, tips and hacks, recipes, and gives us a deeper insight into the company’s values and how they have impacted society. 

Starbucks takes the interaction between its audience a notch higher with its creative seasonal campaigns. It’s Red Cup Art campaign during the holiday season in 2016 brought in an extra dose of creativity in the form of UGCs which Starbucks wore proudly on its social media. With its #ExtraShotOfPride campaign in 2019, it took an inclusive stand for the LQBTQIA+ community. It also made use of campaigns on social media to create a buzz around its products like the pumpkin spiced latte and the unicorn frappuccino.

Because of its clever marketing and constant supply of attractive posts, it has gathered over 18 million followers on Instagram. Take a look at some of our favourite posts.