60 Day Social Media Reach - Tums
Although we were unable to find enough information after an extensive search to completely answer your question, our research revealed that Tums do normally have significant engagement, reaching over a million people on Facebook on some of its paid ads. However, the company also run ads where they disable social media consumer engagement on the advert, sending consumers directly to their website to make a purchase and the company's ads that are currently active fall into this category. Below, you will find more details.
METHODOLOGY AND FINDINGS
We started by searching Tum's Facebook and Twitter profiles for details on social media ads they ran in the past 60 days. A careful analysis of the company's Twitter page revealed that the last post on the company's page was on 20th July 2018. That means that the company is unlikely to have done any paid advertising on Twitter in the last 60 days.
Given that a Twitter advertiser can choose to run a promoted-only advert that would only be visible to those targeted and that won't appear on the advertiser's timeline, our research team can't 100% rule out the fact that the company may have run paid social media advert in the last 60 days. However, we believe that it is unlikely Tums ran paid ads in the last 60 days because the company seems to have no issue tweeting its popular ads on its timeline as the last post on the company's Twitter page is a commercial, and because the date of the last post (more than six months ago) suggests the company is not actively using the medium currently.
Our search on the company's Facebook page showed mixed results. The last post on the company's page was on September 6th, 2018. However, the company's sponsored ads page shows that they have five active ads running in the US. However, details about these adverts are unavailable. There is no date/time stamp on the advert so we can't tell when the advert was first posted and how long it has been running. Comments on the advert have been disabled so we can't provide insight on customer conversation or engagement. Facebook allows advertisers to disable comment on adverts if they prefer and it seems Tum's media team decided to use this feature. The company has also disabled comments on its Youtube video ads, so it may be that this is standard practice for their paid social adverts.
The above suggests that the company's approach to paid social media advert is simply to drive traffic to its website, and they are not looking for customer conversation in such adverts. Tums' sponsored video adverts that are currently ongoing take consumers to a page where they are asked to redeem a coupon. Our research team believes that the approach here is to get consumers to their website, and they then quantify actual engagement by how many coupons are redeemed through the advert. The company seems to prefer measuring actual sales action through coupon redemption as a way of measuring engagement and the effectiveness of its Facebook paid adverts.
We couldn't determine the reach of the paid Facebook advert as Facebook doesn't disclose the information for its sponsored-only posts to the public.
Generally, one can see how many views a video posted organically has received, but that is not the case for the sponsored video ads, so we are unable to determine that. Without access to the company's Facebook advertising dashboard, we can't determine the overall reach of the current ads, nor how long they have been running. Tums has disabled comments, likes, and share buttons on all five ads currently displayed. This shows that the company's approach to paid Facebook ads is probably to send customers to its website, and they are not interested in any of the usual social media engagements such as comments, likes, and shares for its paid ads that are currently running.
We tried to see if we could use social media data aggregators such as Social Blade, Brandwatch, and Foller, among others. We found information on the company's mentions, followers and following stats, frequently mention words and hashtags, but information on the company's paid ads reach on either Twitter or Facebook was unavailable.
A search on the company's website and a search for any press releases where it may have mentioned the success of its social media strategy didn't yield the relevant information. We also conducted general media searches for coverage on the company's social media strategy, as well as a search for any case study about the Tums social media strategy where information on reach are sometimes revealed, but we didn't find any such data. We searched sources such as Forbes, Adweek, and Adforum; iSpot only provided data on the company's TV ads and ads the company has run in the past, but not within the last 60 days.
We also confirmed that the company doesn't have an Instagram account. The company lists its social media address on its website, but Instagram is not listed. A search on Instagram's database revealed several related handles but none of the handles with "tums" was about the company. A general media search in the above sources to see if they mentioned the existence of an Instagram account was unsuccessful too.
OTHER USEFUL FINDINGS
A search of the company's adverts older than 60 days shows that their adverts do have decent engagement. An advert posted in July 2018 had over 506,000 views, 324 likes, 89 comments, and 30 shares. It is unclear if the post was boosted and how long it ran, but the post is still on their page. Most of the comments center on the humor of the ad, while a few asked about a flavor. Some negative comments are on how the product can cause cancer and how water and natural remedies are best for heartburn.
Another ad posted on the company's page in July has over 1.7 million views, 209 comments, 901 shares, over 1,900 likes. The comments are also mostly about how hilarious the advert is, however, there are a few comments about how the product has toxins and how natural remedies are the best. Many comments also mention that the product is effective.
Another video published nine months ago has over 1.1 million views, 174 comments, 1,700 likes. Most of the comments also focus on how hilarious the ad is, but some comments also suggest that the videos were promoted as people asked about why they are seeing the ad, while someone commented that they were just complaining of heartburn, only to get on Facebook and see the ad by Tums. However, most comments talked about how nice and effective the product is.