Building cultural relevance
Converse’s social media strategy lies in each platform playing a role in effectively interacting with its audiences in different ways.
The shoe brand isn’t using Threads as a space to talk about product launches or run campaigns. Instead, the social media team convenes to discuss cultural moments and approach the platform with a conversational and humorous brand voice, which it attributes to increasing audience interaction on Threads.
For example, playing on its customizable feature, Converse By You, the brand invited its Threads followers to interact in its shoe-making process, choosing the laces, logo patch, threads and soles to co-create a Converse shoe.
The idea is to drive brand audience interaction and provide its followers with an opportunity to comment and share photos, which the brand considers a success metric. To that, Converse cross-pollinates what resonates on Threads, like the shoe co-creation, across more established platforms such as TikTok, where it has nearly 832,000 followers.
“We want to lean into a strategy that reflects creativity, cultural relevance and brand engagement,” said Miller.
Tracking success through comments
For Converse, measuring audience metrics is more than tracking follower growth and likes.
“We can look at likes, but that’s a passive form of engagement,” said Miller.
Instead, the brand focuses on building interaction with its audience via comments and analyzing the sentiments, categorizing them as positive, neutral, or negative. When it comes to Threads, Miller notes that the comments are positive, optimistic, and filled with a sense of playfulness.
