The Honest Company’s Cross Platform Analysis

To start The Honest Company’s Cross Platform Analysis I will point out the amount of followers on each platform, Pinterst: 68K, Facebook: 1.2 M.

The platforms are a little different as well. I’d argue that more people get on Facebook more often than they do Pinterest. As I’ve been analyzing and learning about Pinterest, its a platform to curate your own “favorite things”. Things you will go back to, things you just like.

Screen Shot 2015-05-19 at 10.54.46 AM“Liking” things on Facebook Vs Pinterest

When someone sees a pin, they can choose to “Pin it” or “like it” (pressing the heart). On Facebook you choose to “like” or “share”.

Most people will re-pin a post before liking it. On facebook however, they will like it before sharing.

Also, just because 68 K follow them on Pinterest, doesn’t mean ALL follow EVERY board. So not all their content reaches the same potential amount.

That is a huge difference to understand between platforms. Now, on to the good stuff

Frequency of posts

On Pinterest they will usually post at least two times a day. On Facebook they almost NEVER post more than once a day. You can’t see the time stamp on Pinterest, but on Facebook 99% of their posts are published between 5:00-7:00 PM. I’d imagine this is probably the best time of engagement for their audience. Its the end of the day, Dad is home, kids are winding down, they have time to scroll through their feed.

Facebook Most Shared and Liked

Screen Shot 2015-05-19 at 11.27.17 AMHands down, its their quotes. They posted about 12 in the past month. Those posts got at least 2k likes and anywhere from 300-1500 shares. They have used this to their advantage as sometimes they will put product placement in their quotes. Clever. Screen Shot 2015-05-19 at 11.29.35 AM

Pinterest Engages More DIY

Keep in mind that Pinterest only has half the amount of followers. But the few DIY posts I see on Facebook do not get as many shares. They only get a couple hundred likes and a few shares, when you ratio the “shares”, Pinterest is definitely the place to catch that engagement.

Screen Shot 2015-05-19 at 11.33.45 AMScreen Shot 2015-05-19 at 11.42.01 AM

Product “likes”

The Honest Company can posts more Product oriented pins more often, and it is the place to do that. When the posts about products on Facebook, it is usually only gets up to 20 shares. Whereas in Pinterest they will get 10-30 likes.

Facebook wins in Comments

Facebook gets a ton more comments than Pinterest. But I think this is more of a platform thing. It seems the way people engage on Pinterest is by re-pinning. On Facebook its  “like” or “comment”

Call to Action/Giveaways

Facebook is a great place to do call to action and give away posts. The Honest Company utilized this a few times.

Screen Shot 2015-05-19 at 1.11.54 PM Screen Shot 2015-05-19 at 1.10.53 PM Screen Shot 2015-05-19 at 1.11.07 PM

Conclusion

Both platforms serve a different purpose for the audience. One may be their “socializing” platform, the other is their “dream board/curating” platform. On Facebook they might only be posting one time a day, but they have figured out what kind of content gets most engagement. I’m curious to see if they can expand their engagement on both platforms somehow.

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2 thoughts on “The Honest Company’s Cross Platform Analysis”

  1. Great post, Mindy. Very careful analysis of form and function of the platforms as illustrated by use cases for the Honest Co. Exactly what I was looking for. I’m fascinated by the fact that their quotes get highest engagement. In such a visual world, its their text quotes. Any other explanations for this? What does it say about their FB community? Tied to their brand or product in some way??

    1. I know! I don’t know why the text quotes are shared, but I know the copy itself is very relevant to the people who like and share it. People an think “hey thats me”. I think it appeals to anyone who is a parent, no matter the age. If they’ve lived it, they relate
      I don’ t know what it has to say about their FB community. Honestly I feel like FB is where a lot of people just kill time, liking posts and sharing.

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