Billabong has created content for the major text-based platforms of Instagram, Facebook, and X. Each of these platforms have separate accounts for women’s, men’s, and various countries and cities. Majority of content on these platforms showcase athletes, musicians and artists in action and their accomplishments, new products, and campaigns. In creating content like this, Billabong is able to connect with a wider audience and create a stronger community.
The main competitors of Billabong are Rip curl and O’Neil. Both competitors design, manufacturer and sell surfing apparel, provide other products, and sponsor athletes. Just like Billabong, these competitors have multiple accounts for each platform such as: women’s and men’s, different countries, and cities.
Ripcurl has an Instagram following of 1.5 million, a Facebook following of 2.2 million with 2.1 million likes and an X following of 97.6k. They present the highest competition with Billabong since they have a similar audience engagement and content schedule. Instagram is by far their strongest and most frequently posted on platform. Some posts have over 100k likes and over 400 comments, meanwhile posts on Facebook and Twitter accounts have 20-160 likes and have very minimal comments and shares. A noticeable gap in their accounts is the minimal engagement with the audience. If they addressed comments, then customers would feel valued and more likely to become loyalty. Billabong should take advantage of this and have a team dedicated to responding to Instagram, Facebook and X audience comments. Another gap is the lack of campaign and new product posts on their Twitter account. Billabong can sway consumers to purchase from their brand by having more posts dedicated to product updates to keep them aware.
O’Neil has an Instagram following of 427k, a Facebook following of 1.1 million with 1.1 million likes, and an X following of 75.6k. The content they present is similar to Billabong and Ripcurl, however it is less aesthetically pleasing/ captivating. Although, a differentiation in their social media is new product feature updates. In short clips they showcase products and the different beneficial features, which help consumers get a feel for the product. A gap in the O’Neil social media, is the lack of hashtags. They have a small variation of different types that they use; however, their lack of innovative hashtags keeps them from reaching a greater audience. Billabong can give themselves an advantage by finding ones that match the audience to expand their content reach.
Although Billabong has a larger following on social media platforms, the engagement from the audience can use some improvement. The Facebook account is lacking significantly compared to Instagram and X. The account has 4 million followers, yet receives at most 200 likes, 15 reshares, and 11 comments. Majority of recent posts have 20-50 likes, which shows there needs to be changes. There are also customer service issues and recommendations in the comments that are unaddressed. For all accounts, especially Facebook, there needs to be hashtags placed on all postings. Hashtags allow for more users to see Billabong content, which allow for greater awareness and leads, giving them a competitive advantage. Responding to people’s comments will also give consumers a sense of value and respect, thus increasing the chances of them becoming loyal. Not addressing customer issues leaves room for negative reputational issues that cause people to steer clear from the brand.
With strong established followings on Instagram and Facebook, it is a no-brainer to continue using these platforms. These platforms will help Billabong continue to grow their community by establishing stronger relationships. The X Billabong platform is not used as regularly, and the content is relatively the same for each post. By revamping the X account, with more relevant content, people will be more willing to engage. With greater engagement, comes a greater audience and that is how Billabong will surpass their competitors with long-term success. Adding content about new product line attributes is a great way to get greater sales on Instagram. “44% of Instagram users use Instagram for shopping each week since. 54% of users find it easy to discover and shop products (Ratnaparkle, 2024).” Everybody loves a giveaway, especially young people. It would be fun to create a giveaway on Instagram to gain their attention. Also, since not everyone is a professional athlete in our audience, we want to include those that love our products and are learning to surf. With a few of brand ambassadors they will have tips and tricks on how to catch the best waves. Showcasing the actual music of Billabong musicians on X will get people into the Billabong vibe and more likely to shop our brand.
Instagram
Q&A
Caption: Exciting News ⭐️ Join us next Monday for a Q&A with a few of our incredible team members. We want to provide our valued customers with the answers they have been looking for. Drop your questions below before 7/11, we can’t wait to hear from you!! #AskBillabong #FAQs #GettoKnowUs
To determine if the Q&A was successful, we will look at the number of likes and comments received. Majority of posts have minimal comments, so if the post has over 100 comments that would show success.
Giveaway
Caption: GIVEAWAY ALERT 🚨 🚨 🚨 To show our appreciation to our beloved followers we are doing an exclusive giveaway of our short sands crew neck sweatshirt to 5! To enter you must double-tap this post and comment with your favorite emoji. #FreebieFriday #GiveawayaAlert
To determine the success of this content we will look at likes, comments and following. All three of these metrics are required to enter the giveaway, therefore we expect to see over 30k likes and over 100 comments for success.
Tips & Tricks
Caption:🏄 🌊 Weather you’re a beginner surfer or just wanting to learn more we have you covered. Dive into the top tips and tricks from Ryan Callahan for catching epic waves and mastering surf techniques. #SurfingTips #SurfTechniques
We will be measuring shares and likes for the success of this post. If there are over 800 likes this will be a success, since many of Billabong followers are already well-trained surfers.
Facebook
Interview
Caption: Meet the faces behind Billabong ❗️❗️
We are so excited to introduce our amazing 2024 models. Tune in to hear how they joined the Billabong family and what they love about it. Exclusive fashion tips and favorite products included!
To measure the success of this post, we will look at comments and likes. Since Facebook does not have much engagement, 100 likes and 25 comments would show that it was a success with the audience.
Article
Caption: Announcement ❗️❗️❗️❗️
Want to know more about our recycling program? Check out this article for an exclusive insight into our decade long partnership with the Surfider Foundation.
To measure the success, we will be checking views and shares. We aim to have over 50 shares.
Collaboration
Caption: Exclusive 🚨 🚨 We are thrilled to announce our collaboration with Vintage Billabong resellers!! Get ready to explore a curated collection of our timeless pieces all in one place. With vintage clothing as the newest craze, we want to bring you these nostalgic treasures.
Stay tuned for more details about this special collaboration. #VintageBillabong #VintageFashion
X
Musician Announcement
Meet Donavon Frankenreiter -- A Billabong legend that brings greater life to surfing and music. Dive into his most recent tracks and let his soulful tunes bring you back to a beach #SurfMusic #DonavonFrankenreiter
Poll
What are YOU looking forward to upcoming Billabong products?
✅ Surfboards
✅ Apparel
✅ Surf accessories
✅ Leisure
Your needs are important to us! #Billabong #CustomerFeedback
Quote
In need of inspiration? We have you covered. Stay tuned every Wednesday 5 a.m for inspirational quotes to bring inspiration back into your soul #SurfingCommunity #SurfingDreams
References
Ratnaparkhe, T. (2024, June 19). 2024 Instagram Shopping Statistics You should know. Social Media Marketing | Predis.ai. https://predis.ai/resources/instagram-shopping-statistics/#:~:text=44%25%20of%20Instagram%20users%20use,and%20shop%20products%20on%20Instagram
