Why Doesn't Reese's Have an Instagram?

Let's be honest - Reese's Peanut Butter Cups are arguably one of the greatest creations in the candy & chocolate world.  I could just rant about their perfect ratio of chocolate to peanut butter, but that's not the only great part of Hershey's popular brand.  I've always been impressed by Reese's marketing campaigns; just think of how frugal they are!  Reese's current advertisements are just orange backgrounds with Reese's Peanut Butter Cups moving and cleverly doing something in relation to the season.  Reese's doesn't have to pay for actors, a studio, and any of that part of normal live-action advertising; all they need are some technologically savvy workers that can make some Reese's animate.  I am in no way saying that is an easy process, but that it is definitely saving loads of costs.  Plus, the majority of Reese's TV ads are fifteen seconds, whereas most brands have to have a minimum of thirty seconds just to get their stories across.  Cutting TV time in half probably saves Reese's a good chunk of cash, and yet Reese's commercials are super effective in their short time frame.

So Reese's has got television down pat.  But how are they on social media?  On Facebook, Reese's is definitely one of the larger pages in the candy world with around 12 million followers, (their parent company, Hershey's, only has 6 million) but competitor Snickers is close behind with 11 million.  On Twitter, Reese's posts the same pictures and tag lines as their Facebook page, whereas Snickers has more of a conversation and "Twitter-only" posts.  It's not always about competition though, Reese's should focus on their competitive advantage - creative, funny and mouth-watering images, like the ones on their TV ads.  So why does Reese's NOT have an Instagram?  Their simplistic, yet super creative play on their peanut butter cups would be perfect for the Instagram world!  I was very perplexed when I was searching for them on Instagram, because you should know by now I do love food brands on Instagram (cough Oreo cough) and I surely thought Reese's would be Instagram champs.  I think the candy company is missing out on a good target market, with the generation that likes being creative and interactive.  If Reese's had an Instagram, they could not only be hilarious with their football-playing peanut butter cups, but create a Reese's community about sharing recipes and favorite ways to eat the beloved candy.

Instagram, where are you?

Reese's is brilliant at marketing, but I still feel like they are missing out by not having an Instagram account.  Creating posts that are original instead of copying from Facebook and Twitter and attempted to interact with the audience could really build some brand love and loyalty to this great brand.  So if you're listening, Reese's, just know you'll have at least one follower on Instagram and I promise I'll like every single one of your posts.