Social Media Marketing 2020

1. Who Has Our Attention?

2. Background
Vans is a company that manufactures and sells
skateboarding shoes and related apparel and
accessories. Based in Santa Ana California
since 1966, Vans has continued to target
younger crowds who take interest in action
sports such as skateboarding, surfing, BMX,
and motocross. Additionally since 1966 Vans
is an annual sponsor of a traveling rock
festival called Vans Warped Tour.

3. Competitor
Background
Converse is a company that also manufactures
and sells shoes, skateboard shoes, lifestyle
brand footwear, apparel, and accessories. The
company was founded in 1908 in Malden
Massachusetts. For many years Converse
dominated the athletic shoes market
particularly the court market as Chuck Taylors
were the norm basketball shoe up until the
1970’s.

4. Vans Instagram
• 18.1M Followers
• 120K Average Post Interaction
• .79% Average Engagement Rate

5. Vans Facebook
• 18.8M Followers
• 212 Average Interactions
• .0011% Average Engagement Rate

6. Vans Twitter
• 1.3M Followers
• 440 Average Post Interaction
• .033% Average Engagement Rate

7. Converse Twitter
• 1m Followers
• 434 Average Interactions
• .04% Engagement Rate

8. Converse Facebook
• 46.4M Followers
• 440 Average Post Interactions
• .0008% Engagement Rate

9. Converse Instagram
• 10.3M Followers
• 80,610 Average Post Interactions
• .75% Engagement Rate

10. Vans Engagement
Vans averages 1-3 posts daily, this average is the same across all 3
of the major platforms I have researched. Additionally most of the
posts are identical or the same between platforms. It seems that
Vans has more success with engagement when their posts are
related to shoes as the focus. Across all their channels they have
less success with engagement when they use posts that have
outdoor scenery or action shots.

11. 154K Likes & 744 Comments 134 Likes & 4 Comments
130 Likes & 2 Comments
119K Likes & 555
Comments

12. Converse Engagement
• Converse averages 1 post a day on each channel. The posts are
typically identical across their different channels of social
media. Similar to Vans, Converse seems to have greater success
with engagement when the posts have shoes as the primary
focus. The other posts that include action shots or models or
scenery do not draw as many likes or comments.

13. 151K Likes &
422 Comments
25k Likes & 56
Comments
97 Likes & 2 Comments
288 Likes & 3 Comments

14. So who does have our
attention?
The answer is both, but Vans has more
attention on Instagram and Converse has more
attention on Facebook. Both companies make
posts that appear to be strategically targeted
to a younger audience. The success that Vans
and Converse both receive is the posts that are
related directly to shoes. Whenever there are
models in the photos wearing shoes, or action
shots in the apparel, the engagement rate is
much lower. When the posts contain pictures
of new released apparel (particularly shoes)
and it is just shoes in the picture, it draws in
much more engagement.
High Engagement
Lower
Engagement