SOCIAL MEDIA AUDIT (Instagram) – RAZER vs Republic of Gamers (ROG)

A social media audit is the process of reviewing your business’ metrics to assess growth, opportunities, and what can be done to improve your social presence. It is a series of steps taken to evaluate and optimize a business's social media profiles and strategies. Performing a social media audit can help e-commerce businesses stay on top of their online presence. A social media audit is an objective assurance and a consulting activity designed to improve an organization’s social media operations. This project is aimed at comparing two consumer computer technology brands having the same/ similar target market and the niche that is gaming laptops, desktops, and other peripherals to understand the similarities and differences in their social presence on the social media platform Instagram and decode the various social media marketing and crowd engagement strategies deployed by these brands to be able to have a competitive edge over the other.  

Company Profile Comparison

Razer

Razer Inc., is a Singaporean-American multinational technology company that designs, develops, and sells consumer electronics, financial services, and gaming hardware. Founded by Min-Liang Tan and Robert Krakoff, it is headquartered in Singapore and Irvine, California, US. Razer's products are generally targeted at gamers, and include gaming laptops, gaming tablets, and PC peripherals such as mice, audio devices, keyboards, mouse mats, and gamepads. Razer has also released a VOIP software called Razer Comms. The Razer DeathAdder gaming mouse is the company's most popular product by sales numbers. Razer mice are used by around 5% of professional gamers. Most Razer products are named after predatory or venomous animals, ranging from snakes (mice), insects (mouse mats), arachnids (keyboards), marine creatures (audio), and felines (console peripherals). The exceptions to this are the Razer Blade laptops and Razer Edge, which are instead named after bladed objects. Razer announced its first gaming smartphone, the Razer Phone, in November 2017, which marked the company's first steps into the smartphone business.

In January 2021, Razer launched a range of high-grade designer masks as part of the company's initiative, Project Hazel, in a move to encourage more people to wear masks due to the COVID-19 pandemic. The mask is designed to allow lip-reading and seeing facial cues when people talk, with LED lights to illuminate the wearer's face in dark environments. The same year it also entered the gaming chair market with the Iskur, an in-house designed chair for gaming. (Wikipedia, 2021)

ASUS – Republic of Gamers

Republic of Gamers is a brand used by Asus since 2006, encompassing a range of computer hardware, personal computers, peripherals, and accessories oriented primarily toward PC gaming. The line includes both desktops and high-spec laptops such as the Asus ROG Crosshair V Formula-Z Motherboard or the Asus ROG Strix G G731GT AU059T Laptop.

AMD graphics cards were marketed under the Arez brand due to the Nvidia GeForce Partner Program. However, when the GeForce Partner Program was canceled, the AMD cards were renamed back to the ROG branding. In 2013 ASUS launched the RAIDR Express, a PCI express based RAID 0 SSD subsystem with two SSDs on one PCB. At Computex 2018, Asus unveiled and announced ROG-branded gaming smartphone to compete against ZTE's nubia Red Magic, Xiaomi's Black Shark, and the Razer Phone. The ROG Phone will have a special version of the Snapdragon 845 CPU that can be overclocked, vapor cooling, an external heatsink fan with the USB-C and headphone connectors on its bottom, three different docks, and will be released in Q3 2018. In March 2021 Asus Launched the ASUS ROG PHONE 5 Series based on Qualcomm SM8350 Snapdragon 888 (5 nm), Octa-core processor. (Wikipedia, Republic_of_Gamers_(ROG), 2021)

Instagram Profile Comparison

In this study we are going to compare the Instagram profile, strategies and content marketing done through Instagram by the brands mentioned above to understand the competitive nature of these brands that is accomplished by engaging with a niche crowd on Instagram in unique ways.

One reason big brands create multiple Instagram accounts is to cater to different geographic locations. Audiences in different locations may have different demographics or content preferences. It’s also helpful to be able to communicate to different areas in their language to achieve the right nuance with the messaging. Airbnb has Instagram accounts for different countries and uses marketing strategies that speak directly to their audience in that country. 

Picture represents how brands have taken different routes to stage themselves on Instagram

We can clearly see in the picture that Razer has deployed just one account to cater all audiences and does not differentiate audience and content based on geographic preferences, meanwhile, Asus ROG has a presence in many countries and thus has a separate account for each country that they operate in. This strategy has its own pros and cons. Having multiple accounts will split your audience and may hamper the global fanbase ecosystem that Razer over the years has strongly built. It also makes it necessary to not have redundant content across all media which makes (n) duplication of similar content across all accounts a problem. At the same time, it becomes easy to engage the audience in region-specific interactions like exclusive models, sales, launch events, and customizations. Although (n*k) different content, the delivery and the efforts and resources in maintaining (n) accounts cannot be discarded.

Instagram Metrics

Both the brands compare to be very similar in terms of products, target audience, content, type of engagement on Instagram when correctly scaled.


Media Mix

Instagram now has various media consumption formats within itself. In this section, we compare the brands based on the media mix. To understand how effectively these brands have used the various formats to their advantage.

From the above charts we can see that Razer has engaged on Reels whereas ROG has not published a single Reels video on their main Instagram account. Razer has wisely targeted the young gamers, customers by using the full potential of Instagram making Reels to showcase certain features, feature celebrities and also for collaborations. Razer with its 19 reels has amassed 15M+ views globally.

Hashtags

ROG has been using many hashtags and more hashtags per post. ROG uses Product Name, Brand Names, Genre Names, Game names, Product Categories as hashtags and a wide variety of hashtags can be witnessed on their Instagram content. Razer, however, has been very conservative with the usage of hashtags. There are rarely many hashtags on a single post. Razer uses redundant hashtags ‘#Gaming #Razer’ more often than normal and product names in the rarest cases.

Call to Action – Tap Targets

Both Razer and Asus ROG have linked their websites in the Bio-website section in the account profile. Razer has also integrated Instagram Shop feature in the account. This Instagram feature is used to target people who already use Razer products and sell the accessories, attachable peripherals, and merchandise clothes on Instagram. Also in the above image we can say that in terms of what the profiles voice, it is simple they scream premium gaming computers and e-sports.

Who do they follow?

Razer: Razer follows 191 people on Instagram and that group majorly comprises of celebrities as the major portion of the total pie followed by Technology Enthusiasts and then followed by Influencers and micro-influencers.

ROG: ROG global account follows 221 people and the major group of people in this group are Technology Enthusiasts followed by Celebrities whereas it follows Influencers, bloggers, and other stakeholders at a regional level through the regional accounts.

While neither of both engage with the people in the comments section nor do they reply to the comments made by the common. They do have other channels through websites and Twitter where they directly interact with their customers and concerns. Most comments made by the people are to engage other like-minded people and they do not talk directly to the brand. In this study, we could easily classify people in the comments section into two categories 1. The aspiring 2. The appreciating. The people who aspire or have an inner desire to buy Razer or ROG products often discuss how the products are overpriced and the second group where people are existing users justifying and balancing the comments section with praises and defense.

Push-Pull Mix

Though we can say that both these brands indulge the audience in a healthy proportion of Push and Pull marketing, we have observed that Razer slightly leans towards the push side and does not spark discussions, invite or expect common users to indulge with the brand in any way compared to Asus ROG but nonetheless, both have a loyal and a tight-knit community and a fanbase.

Which one is a better brand for laptops? Razer or ROG? I want to buy a gaming laptop and I'm torn between the 2 leading brands.....






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