Uncovering Crumbl Cookies' Sweet Twitter Strategy

Crumbl Cookies, the prominent supplier of scrumptious cookies, has not only mastered the art of baking but also the art of Twitter engagement. While I am not the biggest fan of X (Twitter) since Elon Musk took the helm, they are still essential to the social media landscape. Let's look into their last 30 days of engagement and strategy, and I'll offer some brief insight into what's working well for this cookie icon.

Crumbl does a fantastic job of staying consistent on each social media channel.

Their black and white logo is instantly recognizable, plus their delectable cookies are featured on top of that iconic pink background, setting the stage for a mouthwatering experience.

Engagement-Friendly Profile Information

Crumbl's profile information is well-crafted to boost engagement. It includes their Utah location, adding a touch of authenticity. A prominent link directs customers to their website for easy ordering. They encourage user interaction with two hashtags: #CrumblTogether fosters a sense of community, inviting followers to share their cookie experiences. At the same time, #CrumblReviews allows customers to provide feedback and ask questions, with the promise of responses from Crumbl.

Profile Optimization

Crumbl joined Twitter in August 2017, aligning with the company's founding date. This demonstrates a long-standing commitment to their online presence. Like most larger companies, Crumbl Cookie's Twitter account follows just two individuals: Sawyer Hemsley and Jason McGowan, the founders themselves. This adds a personal touch and authenticity to their brand. On the flip side, Crumbl boasts an impressive one million followers, a testament to the magnetic appeal of their cookies (https://twitter.com/CrumblCookies)

Sawyer Hemsley (L) and Jason McGowan (R)

Exemplary Community Management

Even if someone does not use the hashtag #CrumblReviews, Crumbl excels at community management, promptly responding to any good, bad, or indifferent comment. Most of these comments express love for their delectable cookies, creating a positive and engaging atmosphere.

Twitter Fun and Creativity

Crumbl Cookies embraces Twitter's unique culture by injecting humor into their posts. They occasionally incorporate memes, adding a playful dimension to their brand. Interestingly, they steer clear of polls and emojis, maintaining consistency with their brand image. They could have more fun asking their followers what their next weekly menu should look like or create fun photos using cookie emojis.

Tailored Twitter Approach

While they announce their weekly menu on Twitter, Crumbl takes a different approach compared to Facebook and Instagram by omitting cookie giveaways. Their posting times are elusive, but they maintain a consistent frequency, sharing about four tweets per week. They wisely repurpose content, capitalizing on the timeless appeal of tantalizing cookie images.

Analyzing Twitter Success

• Their most successful recent post, on September 10th, was a video of their weekly menu that unveiled a brand new cookie flavor, Apple Cider Muffin, perfect for Fall. This tweet garnered 186 comments, 292 retweets, and 2,354 likes, showcasing the power of a tempting treat.

• Their least successful post on September 20th tried to tap into trending news by posting a meme about Sophie Turner and Taylor Swift. Despite their substantial Twitter following, it did not resonate as well, receiving only 15 comments, 32 retweets, and 275 likes.

Overall, Crumbl Cookies' Twitter strategy is as delightful as its treats. They've crafted a visually appealing profile, embraced community engagement, and added a sprinkle of Twitter-specific fun. By understanding their audience and tailoring their content, they've found a recipe for Twitter success that's as satisfying as a warm, gooey cookie.