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January 29, 2015

Prynt Is Only As Good As Its Social Strategy

1.29

(Photo: Prynt company website, via Pryntcases.com)

There’s something poetic about being able to take a picture and have a physical copy in your hand moments after it was taken. I’m talking about instant cameras and how they’re making a comeback, but in a new light. I recently discovered Prynt — a company that has created a smartphone case that allows users to print photos directly from their phone in a matter of seconds. Better yet, each photo can turn into a video. As pointed out in TechCrunch, Prynt has an app that allows users to view a video by holding up the physical photo to the phone. Whoa — augmented reality! Talk about putting a new lens on an old frame.

However, Prynt’s praise stops there.

While the product and concept are on point, the overall execution of the brand’s social media strategy needs work. Below is a snapshot of Prynt’s meager social presence:

  • Prynt’s Twitter, with over 1.3K followers, delivers a poor performance. The majority of content is in the form of retweets or replies. While this can be an effective strategy to interact with your audience, you still need to publish content that tells your brand story.
  • Prynt’s largest platform is Facebook, with slightly more than 5.1K followers. Its efforts in creating compelling content are lackluster. The page features mainly visual content about events, direct product promotions, and company mentions. However, the content does not tell a story, does not engage the audience, and does not capture attention. Prynt should try to answer the question “why does this matter” with compelling content.
  • I won’t even bother critiquing the Pinterest page (only seven followers) or the LinkedIn page (just 65 followers).
  • On the bright side, Prynt’s Instagram that has around 2.2K followers actually does a good job at communicating a message. It features all visual content that range from images of prototype progress, behind-the-scenes shots, events the company attends, and even incorporates the hashtag #madeforprynt in the captions. Well done on this end! Instagram could be Prynt’s greatest and most on-brand platform.

Taking all five platforms into consideration, this brand isn’t getting the big picture of social media success. Aside from the fact that it took  several minutes of digging to find the platforms, a problem for another day, Prynt’s performance is weak. Prynt has the potential to be a gold-mine in the social media world, but it just needs to work on communicating its brand. Having a great product isn’t enough — you need a strong social media campaign to support its survival. How will consumers know about your great product if you cannot communicate it to the world?

Maybe the company doesn’t currently have the funds and manpower to maintain a stellar social media strategy (after all, the company has its start from the crowdsourcing site Kickstarter and is still in its infancy). Well, whatever the reason for Prynt’s social media stunted growth, I’ll be sure to wait for this brand’s image to develop in the months to come.