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How does a heritage brand live on social media? In this episode of the Social Media Sucks podcast, we have Maja Fabech, Head of Social Media and Influencers at Matas with us. And if you don’t live in Denmark, you’re probably wondering what Matas is? Matas is an institution when it comes to beauty and health products. The audience is as versatile as the product catalog, the in-store customer experience is a trademark and the company date back to 1949. So what can this 73-year-old brand teach us about social media strategy? The answer is… A LOT. Matas has become a huge success on TikTok with its insightful, creative and relatable content that resonates with both Gen Z and boomers. The brand is also an inspiration for utilizing the social platforms' shopping features in its social media strategy. In this episode, we go behind the scenes to discuss how a heritage brand lives (and thrives) on social media. Give this episode a listen if you want to learn about:How you grow your social media teamTikTok production VS. other content production How to be diverse without being overly cringe Matas impressive TikTok saga Streamlining the in-store experience with social commerce Ideating and creating content for social media Gen Z humor, is it that different? Create synergy between platforms Matas in-house TikTok stars How to listen to your social media communityAlongside Maja Fabech, we have the brilliant duo Yu Zhao and Chris Kubbernus. Thank you for listening to the Social Media Sucks podcast 🎧
Chapters:
00:47 Introducing the heritage brand, Matas
01:40 Maja Fabech, the Head of Social Media & Influencers at Matas introduction
06:24 Attitude towards competitors
07:50 How Matas’ treat each channel and the overarching goal
10:35 Synergy between different platforms
13:26 Measure your content with the “right” KPIs
14:13 Instagram’s & Facebook’s shopping feature
15:10 Chris’ social add-to-bag behavior
16:55 Instore vs social media customer experience
21:28 Customer experience instore = community management online?
23:19 Convert online followers into actual buyers
25:35 Matas on TikTok
32:56 Challenges when developing a new tone of voice
35:39 Find your TikTok stars in-house
37:00 TikTok production vs other content production
39:31 Advice on how to get on TikTok
42:10 Strategy improvements for different platforms
44:05 6 golden nuggets
