This week I dived deeper into the brand Roxy and their analytics. I focused on their organic content, meaning their no-cost social posts, like images, or videos. While this type of content is considered cost effective, it also establishes a brand over time, and their followers often believe and get influenced by this type of content sometimes more than a paid ad. This content reaches others based on audience behavior, interactions, and the brand’s posting frequency. After analyzing Roxy on a basic level last week, I was under the impression that they were one of the top brands for women’s action sports. With almost 2 million followers on Instagram, they seemed to be doing well. But what I uncovered this week actually showed a more complex story.

Using a combination of Hootsuite and Sprout Social, I was able to take a look at Roxy’s public data for the past week (1/22-1/28), to see how their organic content was being received. What I first noticed was that their engagement was around 515k. It was noted that this number was up about 8% from last week. For a large public brand, this is mediocre and I believe this was only trending upward because of the X Games going on in Aspen, Colorado. Roxy sponsors many of the athletes that participate in this competition, so the brand was probably mentioned often when athletes posted their medals, and Roxy also naturally posted more regarding this competition, celebrating their athletes’ wins. This type of content not only got people liking and commenting, but it helped with a larger organic reach. Based on the data, they possibly reached 58% more people than usual.

Roxy’s mentions on social media were highest on Wednesday (1/21). This makes a lot of sense after looking at their Instagram page. But not because of the X Games. If you visit, you’ll see that they posted twice in one day, and I remember seeing plenty of Instagram stories as well. This was because Roxy was debuting their latest snow collection. Their posts consisted of carousels and videos showcasing the pieces, and I also noticed that these posts had a high number of interactions, including shares. Since Wednesday is considered one of the best days to post online, I’m sure this content reached a good amount of people and helped boost Roxy’s overall views on this day. However, looking at the graph above, you’ll see they couldn’t maintain engagement levels for more than a day or two. Yet the graph eventually does trend upward again.

I was also able to use Hootsuite to see Roxy’s sentiment analysis. They have an overall neutral sentiment online, so I think there is room for improvement with their organic social media strategy. Unless their posts are timely/related to another event or athlete, the engagement is usually low compared to how many followers they have. So, to improve, they may want to try out reels on Instagram as a new format. Since you can also shop on reels, this may be a good opportunity to get a larger audience to click on products. On other social platforms, I think Roxy should continue posting content that encourages engagement, like asking questions to their followers, and include some polls or quizzes. They should also post more often, it seems like twice a day may benefit them longterm. This should help their audience participate more consistently, increase brand visibility, and then reach even more consumers. In turn, this will help Roxy create a close community of followers that converse with the brand laterally. Thus, creating a more positive outlook towards the brand itself.

Looking at the overall metrics of the Roxy brand showed me that their engagement can change at a moment’s notice. What we first see online as a consumer is only a small amount of information. Behind the scenes, each post or bit of content can lean the data either in their favor or against it. Brands these days won’t get far without a social media strategy, and its more important than ever with all of us spending more and more time online. While Roxy may have an impressive follower amount, there is some adjusting to do in terms of content creation. However, they still remain one of the top brands for women in the ski and surf industry, and that is still impressive.