Team Name
Arizona Diamondbacks
Atlanta Braves
Baltimore Orioles
Boston Red Sox
Chicago Cubs
Chicago White Sox
Cincinnati Reds
Cleveland Indians
Colorado Rockies
Detroit Tigers
Florida Marlins
Houston Astros
Kansas City Royals
Los Angeles Angels
Los Angeles Dodgers
Milwaukee Brewers
Minnesota Twins
Montreal Expos
New York Mets
New York Yankees
Oakland Athletics
Philadelphia Phillies
Pittsburgh Pirates
San Diego Padres
San Francisco Giants
Seattle Mariners
St. Louis Cardinals
Tampa Bay Rays
Texas Rangers
Toronto Blue Jays
TOTAL
# Players
Payroll
25
25
26
28
28
26
23
26
27
25
24
24
24
29
25
26
26
24
25
25
25
26
22
26
28
27
26
30
23
25
769
$78,869,333
$82,372,500
$82,250,111
$80,978,533
$61,584,333
$31,006,000
$44,767,200
$76,938,090
$61,258,690
$60,225,167
$19,008,000
$51,806,667
$22,835,500
$51,464,167
$87,696,667
$35,770,333
$16,542,500
$32,285,666
$79,449,762
$92,327,810
$30,906,333
$47,011,333
$27,423,334
$53,816,000
$53,342,826
$58,760,000
$62,093,023
$62,815,129
$69,920,921
$45,518,332
$1,661,044,260
$ Per Player
$3,154,773
$3,294,900
$3,163,466
$2,892,090
$2,199,440
$1,192,538
$1,946,400
$2,959,157
$2,268,840
$2,409,007
$792,000
$2,158,611
$951,479
$1,774,626
$3,507,867
$1,375,782
$636,250
$1,345,236
$3,177,990
$3,693,112
$1,236,253
$1,808,128
$1,246,515
$2,069,846
$1,905,101
$2,176,296
$2,388,193
$2,093,838
$3,040,040
$1,820,733
$2,160,006
1 Year Delta
% Change
$70,269,333
$74,622,500
817.10%
962.90%
—
--$66,478,533
—
—
—
—
—
—
—
--------------$45,746,667
$22,375,500
-------------------------------
458.50%
754.90%
4864.20%
—
—
—
—
—
$70,578,333
795.60%
—
$22,073,000
249.90%
—
—
—
—
—
—
—
—
—
$1,605,969,498 2916.00%
Social Media Report
UpDog Kombucha
By Bo Hawkes
Purpose
UpDog is a small, but growing beverage company located in Winston Salem, North Carolina.
The business was founded by two Wake Forest students. With a focus on “healthy living,”
UpDog’s mission is to provide naturally fermented tea to kombucha drinkers.
On their website, UpDog states that “Kombucha is a naturally fermented tea that is rich in
probiotics, prebiotics, and antioxidants to promote digestive, immune, and overall health.”
This report is prepared for the UpDog kombucha company. The purpose of this report is to
provide advice to UpDog regarding their social media efforts and to provide a comparison to
how their competitors are engaging with users on social media. The goal is to assist UpDog in
their efforts to reach more users on social media, thus increasing their brand awareness.
Target Demographic/Consumers
According to a Slate article, kombucha took the top spot in 2009 as the most liberal
product in America. However, the popularity and perception of kombucha has come a long way
since then. Market Watch magazine says that, “Overall, the kombucha category has grown from
$1 million in sales in 2014 to $1.8 billion in sales in 2019,” and that “Kombucha, as a whole, is
one of the fastest-growing grocery segments in the past decade...” Understandably, consumers
who are conscientious about their health and lead an active lifestyle are the main demographic
that drinks kombucha.
A study by Numerator on Brew Dr., which is one of the most popular kombucha brands
on the market, found that the primary consumer profile of theirs is under the age of 34, is Asian,
earns between 20-40 thousand dollars per year, and holds an advanced degree. For the younger
age demographic, product packaging and labeling is important. Lumina Intelligence conducted a
study that concluded, in 2020, that 98% of health claims made for kombucha products pertained
to “general wellness.” This demonstrates that kombucha companies understand that their
consumers are attracted by the product for the reason that it will positively effect their general
health.
Social Media Accounts
UpDog Instagram
❖ Posts feature young people drinking and enjoying UpDog kombucha
❖ Features pictures of locations where UpDog can be purchased
❖ More women than men featured
❖ Average between 100-150 likes per post
❖ Heavy use of hashtags
❖ Most commonly used hashtags are:
➢ #kombucha
➢ #updogkombucha
➢ #booch
➢ #local
➢ #drinklocal
UpDog Facebook
❖ Linked with Instagram account
❖ Posts from Instagram are also posted to their Facebook page
❖ Profile picture is the black and white UpDog logo
❖ Cover photo features a display of the bottle packaging for seven of their flavors
❖ ‘About’ has website link and a contact email
UpDog Twitter
No account
UpDog YouTube
No account
Competitors
The competitors featured below are three of the leading brands within the kombucha
industry. The term ‘competitor’ is a bit of a stretch for UpDog, as they have not reached the point
where they are competing for shelf space with the below companies. Yet, UpDog should strive to
achieve the success that these companies have reached. Thus, it is important that UpDog
understands what works and doesn’t work, in regard to social media efforts, for these leading
companies.
GT’s
Founded in 1995, GT’s is a producer of handcrafted, raw kombucha. GT’s was the first company
in the USA to make kombucha available to consumers on the shelves. The company is located in
Los Angeles, California.
GT’s Instagram
❖ 226k followers
❖ Following 565 users
❖ Link to their website in bio
❖ Post almost daily
❖ No hashtag use
❖ “Full Bloom” Instagram live series
➢ GT Dave (founder) speaks with special guests
❖ Photoshoots of various flavors (bottled)
❖ Unveiling of new flavors/bottles
❖ Inspiring quotes that center around yoga
Posts with highest engagement: GIVEAWAYS!
GT’s Facebook
❖ Linked with Instagram account
❖ Profile photo is the purple and white logo
❖ Cover photo says “Transform your health...with billions of living probiotics.” The
photo features the bottles of five flavors.
❖ ‘About’ has website link, contact email, and the company’s origin story
GT’s Twitter
❖ Same profile photo and cover photo as Facebook
❖ Bio has three sentences in it
➢ Location is LA
➢ Link to website
❖ Linked with Instagram account
❖ Retweet tweets that mention GT’s or GT Dave
GT’s YouTube
❖ Videos focus around yoga, special guests, and food/drink recipes
❖ Videos are posted nearly every month
❖ Most popular videos:
➢ 1) https://www.youtube.com/watch?v=qM0XHitzIWc
■ Video explains what kombucha is, the history behind it, and the
health benefits of the drink
■ 3 million views
■ Video is almost 2 minutes long
➢ 2) https://www.youtube.com/watch?v=OQB7ofBKCTs
■ Video promotes GT’s, while spreading the message of unity and
coming together
■ 1 million views
■ Video is 1 minute long
Brew Dr.
Founded in 2008, Brew Dr. has been referred to as one of the quickest growing companies in the
USA. Brew Dr. is a producer of organic and raw kombucha. The company is located in Portland,
Oregon.
Brew Dr.’s Instagram
❖ 64.5k followers
❖ Following 5,774 users
❖ Link to website in bio
❖ Photoshoots of various flavors
❖ Posts about social issues/important days
➢ Native American Heritage Day
➢ MLK quotes
➢ “My race is not a virus”
➢ 1% of sales to fight injustice
➢ International Women’s Day
➢ Trans visibility
❖ Occasional hashtag usage
Post with highest engagement: GIVEAWAY!
Brew Dr.’s Facebook
❖ Linked with Instagram account
❖ Profile photo is white font with green background
❖ Cover photo features six flavors
❖ Below cover photo, there is a link to YouTube video interviewing the founder
❖ Short, one sentence in ‘about’ description
❖ Website and contact email in ‘about’
Brew Dr.’s Twitter
❖ One sentence in bio
➢ Location is listed as Portland
➢ Link to website
❖ Profile photo is same color scheme as Facebook, but font is more playful
❖ Cover photo is same photo as Facebook, but it now has two people picking up the
drinks
❖ Linked to instagram account, but also create other tweets
❖ Makes use of memes, polls, and links to articles...occasionally replies to users
when they mention Brew. Dr.
❖ Retweets users who post pictures of them enjoying Brew Dr.
Brew Dr.’s YouTube
No account
Health-Ade
Founded in 2012, Health-Ade is a producer of kombucha, which they sell in 16 different flavors.
The company is located in Los Angeles, California.
Health-Ade’s Instagram
❖ 155k followers
❖ Following 496 users
❖ Hashtag #followyourgut is in bio
❖ Link to website in bio, as well as their TikTok account
❖ Does not use hashtags in the initial caption, but comments on the post with lots of
hashtags
❖ Photos feature people enjoying their kombucha
❖ Photoshoots of various flavors
❖ Photos of the occasional influencer enjoying their kombucha
Post with highest engagement: TAG A FRIEND!
Health-Ade’s Facebook
❖ Linked with Instagram
❖ Posts are same as Instagram, with no deviation
❖ Option to shop for their flavors on the page
❖ ‘About’ includes a paragraph about their mission….and link to website and
contact email
❖ Profile photo is their blue anchor logo with white background (same as Instagram)
❖ Cover photo features one of their bottles, surrounded by fruit and a martini glass
Health-Ade’s Twitter
❖ Not linked with Instagram
❖ Profile photo and cover photo are same as Facebook
❖ Bio is one sentence about how they can ship free to customers
❖ Hashtag #followyourgut in bio
❖ Location is LA
❖ Majority of content is retweets of people praising their kombucha
❖ Will occasionally post same pic as Instagram, but not often
❖ Occasionally post an article about kombucha benefits
Health-Ade’s YouTube
No account
Recommendations for UpDog
Firstly, it is beneficial for UpDog to create a Twitter account and link it to their
Instagram. This way they are able to, in addition to Instagram and Facebook, remind consumers
of their brand. Through looking at the three competitors and their Twitter accounts, it appears
that all three retweet users who post tweets praising the beverage and post pictures of them
enjoying it. This appears to work well in creating brand loyalty, as users then feel they are
connected to the brand. Furthermore, by retweeting other user’s tweets, those that follow UpDog
on Twitter can see how others are enjoying the beverage. In running the UpDog Twitter account,
it would be beneficial to link the Instagram account and retweet fairly often.
In regard to UpDog creating a YouTube account, it would not be advised. It would be in
the best interest of UpDog to focus on improving their Instagram, Facebook, and Twitter first,
and then creating a YouTube account. Only one of the three competitors above has an active
YouTube account, which is indicative of how challenging it is to create and post content to
YouTube. Creating quality and engaging videos to YouTube is no small challenge.
Furthermore, UpDog would benefit from posting more giveaways and engaging posts on
their Instagram, Facebook, and Twitter. In analyzing the competitor’s social media accounts, it
was clear that posts centered around a giveaway or inviting followers to tag a friend received the
most engagement. Additionally, the photos posted to the UpDog social media accounts need to
include more men. It is understandable that UpDog wants to feature women, as it is a “Women
Founded” company, but featuring more women than men is only limiting to their brand
following. Posting infographics and information about the health benefits of kombucha would
also be largely beneficial for UpDog. Additionally, the power of influencer marketing cannot be
overlooked. Brew Dr. does an excellent job of this, as they post content of celebrities and
influencers enjoying their beverage. There is no need for UpDog to hire an A-list celebrity for a
promotional post, but by featuring and tagging an influencer in a post, UpDog’s post will be
visible in the “tagged” section for followers of that influencer to see.
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