Big Eyed Fish Outfitters Social Media Audit

Bio:
Big Eyed Fish Outfitters is a brand focused on highlighting those life-changing trips in the open
outdoors. Their brand seeks to challenge and inspire individuals to explore the unknown and
venture off the beaten path into uncharted territory. “It’s not necessarily the mountains, the
oceans or the clothes but all the journeys in-between".

Goals:
To further embrace Big Eyed Fish Outfitter’s value of exploring the outdoors and to create an
empowering brand. We want to connect the consumer to our brand in a way that when they
think of the outdoors, they think of us who inspired them to get out there.

Overview:

• Strengths
• Weaknesses
• Opportunities to Improve
• Threats
• Growth Strategy
 Strengths

Strong presence of nature throughout social media

The main strength of Big Eyed Fish Outfitters is their strong presence of nature. Throughout
both Facebook and Instagram, there are more than enough nature posts for a nature lover to
be interested in.

Light and inspiring feel to the brand

There is a light and airy feel to their social media with beautiful photographs. The feel of their
social media invokes a bright brand image.

Showcases products
Products are showcased regularly on both platforms showing the latest from Big Eyed Fish. A
strength from here is the use of models opposed to just showing the clothes themself.

Great people presence

Both platforms have a presence of relationships and happy people which increases relatability
with the brand.

Hashtags and captions are consistent and represent the post

There is not an overuse of hashtags, and the ones that are used are relevant to the post and
highlight what it’s about.
 Weaknesses

Not enough sense or call to action to get out into nature

While the brand's main value is to “inspire you to go out and experience an adventure”, that
message can feel lost in the sea of other posts about nature.

Not enough follower engagement in posts

Follower engagement on posts where users will comment see little engagement from the
brand. This can negatively impact the brand and decrease future engagement.

Not enough brand or logo recognition

On both platforms, logo recognition is slim in places, with it being sprinkled in every now and
then. Both platforms may rely too much on nature pictures to fill in the gaps. While this isn't
necessarily bad, and reflects the brand, there may be too many nature posts which aren't
concerned with the recognition of the brand.

No use of Instagram or Facebook shop product tagging in posts

Most clothing that is highlighted is streamlined through their bio or homepage which brings
them to a link tree. We can increase ease of access by utilizing the Instagram or Facebook shop
in posts to shorten the buying journey and increase conversions.

Inconsistent frequency of posts

Posts on both platforms have inconsistent rates in which one week there will be one post, but
another there will be 3.
 Opportunities to Improve

Expanding brand ambassador roster

Through the use of brand ambassadors, we can utilize influencers with followings who will be
associated with our brand.

Collaborate with influencers

Like brand ambassadors, we can collaborate with influencers to promote our brand through
contests, try on hauls, or various social media video collaborations.

Capitalize on growing interest in health and outdoors

While there is a big push for health and wellness, we can use this to our advantage and
capitalize on the market. We can grow with the trend of a healthy lifestyle and highlight that on
our socials.

Use Instagram shop product tagging in posts to increase sales

By using the Instagram and Facebook shop feature in posts, we can lower the customer buying
journey.

Giveaways to improve engagement

We can use giveaways to promote the brand since everyone loves free products. We can
increase our social media following as well as raise engagement through a variety of giveaways
and challenges.
 Threats

Media competition
The outdoor clothing market is huge and Big Eyed Fish shares it with many other big brands.
Established brands with higher budgets and bigger followings can potentially make it more
difficult for smaller brands to expand.

Rapid trend changes

Staying up to date on social media trends can be challenging as new trends are being created
every day. Staying up to date on trends can be the difference between creating relatable
content or creating something that was 3 weeks too late.

Influencer relationships
Using brand ambassadors and influencers poses a risk to the brand image. If an influencer's
reputation is lowered, so is ours. Influencer relationships can also take a turn with some
influencers bashing companies that they had worked with in the past.

Platform diversity
Knowing what to post on every platform can be difficult as some platforms have different
demographics than others. Posting something that would work on twitter may not be as effective
on Facebook due to the users on the platform.
 Growth Strategy (Priority List)

1. Embrace brand values of inspiring to go outdoors

The main values and mission of Big Eyed Fish is to “inspire you to go out and experience an
adventure”. We need to capitalize on this and show that we stick by this mission. There are
posts that embrace this vision but at times are overpowered by fillers. While using nature
photos to stay on theme with the brand, they are sometimes overused to an extent where the
brand image and mission can feel lost. The #getoutside on posts is a great representation of the
brand, but more posts like this can help the image we are trying to achieve.

2. Increase brand recognition on social media

Like the statement above, brand recognition is lost throughout social media due to overuse of
photographs. With more use of the Big Eyed Fish logo and name, we can further increase our
brand recognition. In addition, more use of the clothing itself would be a plus to show the styles
and comfort of the brand.

3. Create more engaging social posts

Many of the social posts feel like fillers. While the idea to promote the outdoors is on brand, it
needs to be done in a more effective way that engages followers. This can be achieved with
posts like national parks trivia, national parks did you knows, outdoor tips and tricks, or
adventure challenges, urging followers to go out.

4. Increase social media engagement and make post frequency consistent

On many newer posts, follower engagement is lower than ideal. Going back further, you can
see that engagement with followers was more common. Additionally, post frequency may need
tweaking as one week there will be 2 posts and another there will be 4. This will create a more
consistent schedule with the brand.
 5. Use influencers and brand ambassadors to promote the brand
We can use influencers and expand the brand ambassador roster to promote clothing to their
followings. This can be effective in entering new markets and demographics for the brand.

6. Use Instagram and Facebook product tagging

Utilizing the Instagram and Facebook shop product tagging shortens the customer buying
journey substantially and can help increase sales and conversions. New customers may see
something they like and want to buy it then and there but will have to sort through a link tree
or go back to the home page to get to it.