Social Media Brand Strategies

Nutter Butter on Social Media

    The sweet treat, Nutter Butter, that many of us know and love, has an interesting social media presence. As I was scrolling on TikTok recently, someone shared a post asking if anyone had recently visited the social media pages of Nutter Butter. This drew me to understand what I was missing. Naturally, I immediately went to their TikTok account and was slightly disturbed yet entertained by what I saw. Bright colors, loud sounds, and strange graphics filled the feed of the delicious cookie treat. Other creators on social media sharing the content of Nutter Butter, one link on their account, and the graphics they are choosing are all marketing tactics to get traction in their business. 

    When users on TikTok share posts mentioning things like "Has anyone recently looked at Nutter Butter on social media?" it spikes the interest of the viewer to visit Nutter Butter's social media accounts. This activity on their account raises their video views and likes. Likely, their account would still get a good amount of attention without people posting about it but it is better because others are questioning it. If it weren't for someone posting about their content, I would not have thought to visit the Nutter Butter TikTok account.

    On their TikTok page, Nutter Butter has a very simplistic bio. The only two things in their bio are "yes" in all caps and a singular link. This link leads you to their Instagram page, which is full of the same content as their TikTok. Both accounts have many followers, TikTok being more than Instagram. Since their account on TikTok only has this one link, which leads to the same content, the company is getting attention on two different platforms. Now, profile views aren't what the brand gets paid for. On TikTok, if they are a part of the creator fund, they get paid for the number of video views and engagement rates. So, simply, the fact that we are engaging with their videos is earning them money. 

    Let's talk about the content itself. If you have seen it, you know what I mean when I say it is confusing yet entertaining, which may have been the goal of the person who runs the account. The most recent post they have is a video that contains a Nutter Butter cookie split in half with no filling placed on a piece of lined notebook paper. Above the piece on the right is the word "dry" written in pencil. After a few seconds, the notebook paper background starts to fade away along with the word "dry." This is when a new background comes in, which is a photo of sand. This background image then fades into a video of someone running on sand with a dog. All while the Nutter Butter cookie is still in the center of the frame. The sound that is used in this is an eerie instrumental, and the caption is "they took, m  filling." No, that wasn't a typo on my end, that truly is what the caption of the TikTok says. 

    In conclusion, Nutter Butter's social media presence is a great example of how companies are changing their content in the world of digital marketing. By posting quirky and different content, they are not only getting engagement but monetizing off of it. They are sparking interest which leaves viewers coming back for more. The brand may be taking an unusual route to achieve this, but it is definitely working in its favor.

    The following three photos are screenshots taken from the official TikTok page of Nutter Butter to show a variety of some of the content they are sharing!