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The business secrets of @buy_2_hams, the very best brand on Twitter

It's a great deal.

 

Nick Douglas

Internet Culture

Published Apr 18, 2016   Updated May 26, 2021, 10:34 pm CDT

There’s a science to good branded Twitter content, best learned by studying the great accounts: Hamburger Helper, Epcot Centre, GOP Teens, BIBL-UK, and Tab Soda. Successful corporate marketing hinges on a nuanced understanding of audience, platform, and voice.  

And while no brand account is perfect—I’m sorry, ha, of course there’s a perfect brand account: @buy_2_hams. This exemplary Twitter feed follows every cardinal rule of (and is a crash course in) social media advertising.

For one thing, it’s very up-front about the brand’s value proposition, which is right in the display name: “BUY 2 HAMS $20.” 

It drives that message home, hard, over and over. And over.

https://twitter.com/buy_2_hams/status/697509902638563328

https://twitter.com/buy_2_hams/status/649271656955953153

https://twitter.com/buy_2_hams/status/696849543971917824

https://twitter.com/buy_2_hams/status/652140357161848832

https://twitter.com/buy_2_hams/status/718163146985357316

https://twitter.com/buy_2_hams/status/701997900012855297

Of course, this is but one thread among many more varied tweets. B2H stays relevant by referencing the memes and news pegs of the day.

https://twitter.com/buy_2_hams/status/698170549911076864

https://twitter.com/buy_2_hams/status/696124386835828737

https://twitter.com/buy_2_hams/status/717200971202486272

https://twitter.com/buy_2_hams/status/654163973567348736

The account’s author also references more evergreen content to ensure staying power and broaden its appeal to “mainstream” customers:

https://twitter.com/buy_2_hams/status/709067370996879361

https://twitter.com/buy_2_hams/status/717713464404418560

https://twitter.com/buy_2_hams/status/662440302557446144

https://twitter.com/buy_2_hams/status/703286231883452420

Note how B2H weaves its brand into its references, resulting in a free endorsement that grants a “halo effect.” But a good brand account doesn’t simply borrow other brands’ stories. It builds its own. 

It gives us a peek inside the business.

https://twitter.com/buy_2_hams/status/717731546476716032

https://twitter.com/buy_2_hams/status/717521997119557632

https://twitter.com/buy_2_hams/status/718096808946352128

https://twitter.com/buy_2_hams/status/714810203640840192

https://twitter.com/buy_2_hams/status/707584917622939648

A strong brand also stresses its differentiators. In B2H’s case, these are threefold: cost-effectiveness, sexiness, and sopping wetness.

https://twitter.com/buy_2_hams/status/659126555784945664

https://twitter.com/buy_2_hams/status/716999045139533824

https://twitter.com/buy_2_hams/status/701043385671557121

https://twitter.com/buy_2_hams/status/702165645706723329

https://twitter.com/buy_2_hams/status/705071499615543296

It also expresses true passion about the product.

https://twitter.com/buy_2_hams/status/715536587371716608

https://twitter.com/buy_2_hams/status/692735374624448513

https://twitter.com/buy_2_hams/status/712826802369138688

https://twitter.com/buy_2_hams/status/705568834548318208

https://twitter.com/buy_2_hams/status/708058930384150528

It encourages responsible use of the product.

https://twitter.com/buy_2_hams/status/704878954914533376

https://twitter.com/buy_2_hams/status/706172224500342786

https://twitter.com/buy_2_hams/status/707583297363300352

https://twitter.com/buy_2_hams/status/708719488343134208

It engages with other brands where appropriate.

https://twitter.com/DeltaAssist/status/705481760826589184

https://twitter.com/DeltaAssist/status/705493270789545984

https://twitter.com/buy_2_hams/status/712685492471521284

https://twitter.com/buy_2_hams/status/714887570669174784

https://twitter.com/buy_2_hams/status/705801432989986816

https://twitter.com/buy_2_hams/status/689514208887615489

It embraces and retweets fans.

https://twitter.com/buy_2_hams/status/716357778286182400

https://twitter.com/buy_2_hams/status/714642340909027332

https://twitter.com/Racheleahh/status/714600319821357056

https://twitter.com/buy_2_hams/status/714442156010770433

Let’s look at a case study to learn more. In March, B2H ran a high-engagement campaign, a Tournament of Meats pegged to March Madness:

https://twitter.com/buy_2_hams/status/710817954817032192

The campaign was carefully planned: 64 carefully seeded meats and a sophisticated Google Forms voting mechanism. The campaign cleverly positioned the core product, a pair of sopping wet hams, amid the wide variety of consumer options. This gave a sense of agency to fans, who by choosing the ham will convince themselves it was their idea, not B2H’s.

It was, of course, a real setback when ham got knocked out by hamburger in the fourth round.

https://twitter.com/buy_2_hams/status/713865802173194240

https://twitter.com/buy_2_hams/status/713866247553871873

https://twitter.com/buy_2_hams/status/713876307348692992

https://twitter.com/buy_2_hams/status/713880616157245440

https://twitter.com/buy_2_hams/status/713890176481828865

https://twitter.com/buy_2_hams/status/713894536154587136

https://twitter.com/buy_2_hams/status/714068531642515457

So even in the throes of its greatest challenges, B2H shows us how to persevere. It didn’t hide from its mistakes, deleting embarrassing gaffes and falling victim to the Streisand effect. It’s an authentic brand that owns its missteps and rises above them.

The Daily Dot reached out to the Ham Man (the account is run by the company’s owner, who also serves as Chief Drenching Officer) for his direct advice. 

“We engage with our followers A TON,” he wrote. “Probably have DMed with at least 500-600 people. We encourage all of our followers to DM us about anything. Our DMs are a healthy hodge-podge of transactions, customer service requests, sexting, etc.”

The Ham Man gave some more general business tips:

  1. Don’t sell a poor product. Our hams are top quality, grade A, PREMIER hams.

  2. Charge $20 for your product.

  3. Sell your product in pairs.

  4. Make sure your product is ham.

Once again, @buy_2_hams follows the No. 1 rule of business: Always be closing. Brand managers, take note.

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*First Published: Apr 18, 2016, 11:00 am CDT