Liquid Death Audit

Payton Miller

Liquid Death was founded in 2019, and has a very well- know marketing strategy. The goal of this audit is to examine Liquid Death's social media presence, evaluate its reach and engagement, and identify strengths and challenges within their social media.

Liquid Deaths brand maintains an extremely active presence across major social media platforms, including Instagram, TikTok, YouTube, X, and Facebook. The brand's content is characterized by humor, edginess, and they seem to evolve around a lot of partnerships.

Breaking down each platform:

Instagram:

Followers: Over 1.3 million

Content: Features humorous memes, edgy advertisements, and user-generated content. They use many well know influencers, or brands to promote their product in unique ways. The brand's distinctive visual identity resonates with a younger, counter-culture demographic.

Engagement: High interaction rates, with posts frequently receiving thousands of likes and comments.

Facebook:

Followers: 319K

Content: Content fairly congruent with Instagrams; it is utilized for sharing updates, engaging with fans, and promoting campaigns.

Engagement: Far less engaement than platforms like instagram, the same Bert Kreischer post got 7.4K views, whereas on Instagram it got 86.9K views. While not as prominent as Instagram or TikTok, these platforms support customer interaction and community building, and could be a good way to draw in older auidences to the brands goals.

X:

Followers: 51.5K

Content: Similar content to Facebook and instagram, short form videos, and promoting campaigns that they run.

Engagement: Far less engagement than other platforms, on the same content posted.

Overview of all media platforms:

Strengths

Liquid Death's unique and humorous persona sets it apart in the beverage market, appealing to consumers seeking alternative brand narratives. Their unique presence across all plaforms allows them to stand out from their competitors in the water/ beverage. space.

Liquid Death also has a strong and noticeable commitment to producing shareable and entertaining content has resulted in substantial organic reach and engagement. It does a great job of drawing in the audience to unique and different content.

Challenges

The brand has a niche approach may limit its appeal to those who may not understand the brand’s marketing. The content Liquid Death produces is edgy and carries the risk of offending certain audiences, potentially leading to negative publicity. Their engagement variablity across platforms may make it difficult if something happens to their well preforming platforms like TikTok, or Instagram, which they rely on for most of their viral content.

Liquid Death has a bold social media strategy with rapid growth and strong market presence on platforms like Instagram and TikTok. By continuing to evolve and adapt, the brand can sustain its presence in the beverage industry. I believe that Liquid Death’s unique approach to marketing, and its social media strategy sets it aide from most brands in the industry.

Please click the link below to check out the more in-depth social media audit of Liquid Death, that includes each platform’s content strategy, strengths, challenges, and some optimization recommendations for each specific platform.