Liquid Death Social Media Audit
Kiara Lin
A Unique Approach
Liquid Death creates canned water to help people achieve their slogan, “Murder Your Thirst”. The product itself is quite deceiving from the name and packaging. To most, “Liquid Death” sounds like a drink that is not healthy and contains bad ingredients. The canned approach can also resemble an alcoholic or energy drink. However this is the opposite of the product. Their mission is to get more people to drink healthy beverages while making them laugh and reducing the use of plastic (liquiddeath.com). They carry a variety of products such as mountain water, flavored water, sparkling water, and electrolyte/vitamin powder packets.
“Don’t be scared. It’s just water & iced tea.”
On Instagram, this company has 2.8 million followers. They highlight their products, “death to plastic”, merchandise, and even cocktail recipes that include their beverages. They post about 3-4 times a week and tend to keep up on social media trends. Not only do they have their own interactive filter on Instagram, but they also utilize the ‘reels’ component that uses videos. They use memes, skits, and celebrities to help cultivate their brand. Recently they made a video with Travis Barker, drummer of band Blink-182, to release a collaboration with him.
TikTok
On TikTok, Liquid Death has 4.9 million followers, making this their most popular social media page. It is surprising this outlet has the most followers considering they only post about 1-2 times a month. They showcase three folders of content on their page, “CrackOpenAWater”, “No Brainer”, and “Souls we own”. Within each of these folders similar to Instagram they have creative skits and videos displaying their products. Their most popular video has 22.5 million views and shows a skit of a young boy going to checkout with Liquid Death cans at the register with his dad. The dad yells at him saying he can’t have beer and the boy explains it is just water. This is a great video for their advertising as mentioned previously their products are often thought to be more than just water. The TikTok video can be seen below:
Liquid Death TikTok viral video
X
On X, they have the least amount of followers across all of their social media channels. They post quite often, but most of it is them replying to other accounts while trying to market their products. Their X page makes an attempt to keep up with pop culture. X is not much of a video or photo platform which is something their marketing is good at.
On Facebook, they have 285k followers and post just as much as they do on Instagram. I believe they share the same posts from Instagram to their Facebook page. The platforms do offer a mutli-sharing options when posts are created since Instagram is also owned by Facebook.
SWOT Analysis
Liquid Death presents success in many of their internal and external factors. The biggest suggestion for them would be to have more consistency within their posts. If they share some Instagram posts to their Facebook then they should be sharing all of them. They also present opportunities for more celebrity or influencer partnerships like they did with Travis Barker. Other companies sponsor big sporting events and they should be doing that as well to capitalize their market. I think they do have a demographic of people all genders around 20-40 years old. Finding events that are for the same demographic can help them increase sales and create more content among their platforms.