Social Media Content and Strategy Analysis of Bape

The organization is Bape.https://bape.com/index/. You will work with this influencer/organization for the whole semester, so choose wisely. The goal of this project is to develop a comprehensive analysis that helps you see how the theories and ideas we’ve been reading about work in real life. Answer them one by one.

Areas for Analysis

A good analysis will address the areas below. These areas may overlap or be organized differently in each project; you should organize your report and its sections based on what you think is going to be most effective. You also need to provide appropriate evidence for your claims; in other words, include screenshots of the content and strategies you’re analyzing to show examples of them.

Goals

• What is the goal/mission/cause of the organization/individual?
  • What are the goals of the content? Drive conversations? Create community? Etc.
  • How do the content goals relate to the overall organizational goals?
• Another way to think about this is: What does success mean to this organization? Does success mean gaining followers? Having fun managing an account? Promoting a cause? Etc.

Context

• Describe the organization’s/individual’s context: What is happening around and inside the organization/individual that affect their content and content strategy? This could include things like money, staff, other resources or relationships, etc. (this might get speculative, but try to back up your claims with appropriate evidence)

Audience

• Who is the audience/audiences?
• What strategies or content are used to appeal to this audience?
  • Think about things like voice/tone, images, design, aesthetic, etc.
• What audience engagement strategies are used?

Mechanics

• Frequency: How often is content created?
  • For social media, do an analysis of at least a month’s worth of posts: how often is content posted across platforms?
    What is the significance of this?
• Timing (if applicable): When is content created?
• What are all the elements included in content? For instance, an instagram influencer, might create a story, but a story can be broken down into video/images/text/links/gifs. etc. Analyze these kinds of choices. Why are they making them?
• Why? Speculate on the choices being made in terms of mechanics. What do you think they’re trying to accomplish by making the choices they did?

Campaigns

• Into what different content campaigns or content types can you categorize the organization/individual’s content?
• What hashtags/metadata are attached to different campaigns?
• How are the various campaigns connected (or not) to overall goals/ideas of success?
• Where is the content from these campaigns coming from? Is it generated by the organization or is it reposted?
• What do these campaigns accomplish?

Visual Design

• What consistencies (or inconsistencies) can you see in the visual design of content campaigns?
• What consistencies (or inconsistencies) are evident in the creator’s visual design across different campaigns/platforms/etc.?
  • Do they use similar fonts/colors/visual designs/branding, etc.?
• What do these choices accomplish?

Platforms & Algorithms

• What platforms are used? Why?
• How does content and strategy change across platforms?
• Do some research on the algorithms of the platforms the creator uses (socialmediatoday.com is a good source)
• How is the creator optimizing their content for the algorithms of the platform?
• What opportunities are they missing to optimize their content?

Strengths and Weaknesses

• Conclude with strengths and weaknesses: From what you can see, what is this organization/individual doing right? What areas are there for improvement?