Banza makes pasta, rice, and mac & cheese from chickpeas, creating gluten-free versions of staples that are high in both fiber and plant-based protein. From launching in 2014, the brand is now a pantry staple for millions of households across the United States.
Focusing on the health benefits and great taste of the products, Banza has created a unique and very popular product. With rave reviews from customers, media and celebrities, it’s no wonder the brand also has an engaged following across social media, most particularly Instagram.
With over 216k followers on Instagram, the social media team at Banza regularly shares recipe inspo using mouthwatering User Generated Content and calls to actions across the static feed. While this content works very well across the grid format, content across stories needs to be different.The two elements need to work side by side to complement each other and build momentum across the platform in order to drive web traffic and sales.
With ever-changing landscapes, new topic sand trends appearing from all directions and the 24hr use of social media, a brand’s social media presence needs to be aligned to wider company objectives, while also allowing space to be agile and react to current affairs appropriately.
At Mish, three challenges we hear from many social media managers across a wide variety of industries when considering the company objectives and leeway for spontaneity, is that they struggle with:
- Developing new content strategies
- Coming up with fresh content ideas
- Creating the eye-catching content
Banza came across these three areas of difficulty earlier this year when COVID-19 began to build momentum. The team wanted to acknowledge the world around us and provide valuable and relevant content, while continuing to entertain their audience, but they weren’t sure exactly what content to post.
The social media team wanted to understand how the current global climate was affecting their audience and what type of content they were hoping to see. So far, Banza’s content had been successful, but what could they do during COVID-19 to keep their followers entertained and engaged?
Rather than estimating what the customers wanted, the team at Banza chose to ask their customers directly. Through the use of Instagram Stories, Eat Banza asked its followers to tell them what their favourite type of content was and what they wanted to see from the brand going forward.
Through Instagram features such as Polls, Questions and Quizzes, Banza was able to collate answers, ideas and inspiration from their audience.
With Mish Guru, the team was able to capture the responses and store them on the platform for as long as they wish,rather than them disappearing after 24hrs like on the Instagram app. This feature has enabled the team to evaluate the data in order to not only update the social content strategy and create new content ideas, but also influence the wider company activity.
Using the feedback, Banza was able to create new content to align with what the customers asked for – from lockdown recipes, to cooking tips and customer creations. Through Mish, users can create the Stories content via the Canva tool, or by creating their content using other desktop software and uploading straight to Mish. This content can then be scheduled and posted automatically.
Using the Mish Analytics Suite, the team at Eat Banza has also been able to see the impact the new content has had on its followers. From completion rates, to DMs, sticker taps and other actions taken, Banza is able to analyze the engagement to understand how it has affected the audience.
With a huge amount of success with the most recent content, the social media team can see that by directly asking customers what they want to see and creating content off the back of the feedback, they have been able to build even more engagement with their followers.
By using Mish Guru, the Banza team has been able to work effectively, analyze data,experiment with new content and stay at the top of the minds of its customers.If you would like to learn more about the different features and subscription services, click HERE or email firstname.lastname@example.org.