Buffalo Trace Distillery - Marketing to an Older Audience on Twitter



I chose Buffalo Trace Distillery as my brand to research on Twitter as well as Facebook and Instagram. Buffalo Trace Distillery produces bourbon under several different names/brands. These are all very well known, and are marketed a lot towards an older audience.

When comparing Buffalo Trace on Twitter compared to Instagram and Facebook, I noticed that the follower count on all three pages is close to the same. 72k on Facebook and Instagram, while Twitter has 64.7 The lower number on Twitter could be due, in part, to the fact that the older audience isn't on Twitter as much as Facebook and Instagram. When looking at their page across these platforms, I noticed that the platform with the LEAST amount of posts, Instagram, had the most post engagement. Their images and captions are eye-catching, and are getting a lot of attention! They also ran a contest on Instagram that garnered a ton of engagement as well. 

Across all three platforms, Buffalo Trace does a very good job differentiating the images they post. They are not the same at all across Twitter, Facebook, and Instagram. I see this as them being very active on social media. Twitter has pretty good post engagement, as well, actually better than their Facebook page which is unusual for a brand that markets to an older audience.

For a brand that caters to an older audience, Buffalo Trace is doing a very good job at their twitter presence. Their post engagement on Twitter is actually better than Facebook which says something! One thing I think they could do to enhance their Twitter presence to reach an older audience is to post when that older audience is sitting down in the evening for their night cap. This is when those who would want to see posts from Buffalo Trace show up in their Twitter feed. Doing this could enhance their presence, and get a better following from the older audience. 

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