How do you show a cookie in different ways to build a community of more than 3.6Million users globally? For only posting about one product -- cookies -- Oreo sure knows how to get it creatively right.

*This analysis is from June 2023 to November 2023.

Posting Frequency

Oreo shares fresh content every 2-3 days across various formats such as reels, product shots, carousels, and reposts.

Visual Aesthetics

The Instagram feed reflects Oreo's brand identity — bright blues, pinks, and yellows contrasting with its black and white cookies.

Content Mix

Engagement-driven and UGC content takes the cookie jar while promotional content is limited to 20-30%. 

Now, let’s take a closer look at the content buckets:

Entertainment

Oreo really knows how to connect with us. They share relatable and fun stuff that we all love to forward to our friends and family. They join in on the latest trends when it aligns with their brand like CGI and Spotify Wrapped.

Each post is made to catch our eye, make us smile, and feel closer to the brand. It's their way of sticking in their audience’s minds and making Oreo unforgettable.

Conversational

OREO interacts with its audience through posts like pairing OREOs, spotting differences, BINGO, and debating preferences. They also ask followers about flavors the customers wish to get back, showing that they value opinions.

This interactive approach makes followers feel appreciated and understood, strengthening the connection with OREO.

If you like it so far, maybe share it with someone who’d like it too.

UGC (User-generated content)

Building a community means listening to your audience, acknowledging their presence, and helping them grow.

The brand features creative ways fans twist, lick, and dunk OREOs — from cool recipes to recycling the Oreo box for a DIY project, they re-share these posts and give credits to the creators. This creates a win-win situation to gain organic popularity for both the brand and its enthusiastic community.

Promotional

Oreo is slick on product promotion. They launched limited edition cookies (which is also topical and seasonal) frequently and promotes them on their page with proper strategy. 

When Red Velvet or Super Mario editions hit the scene, strategic campaigns dropped with colorful product shots, teaser reels and CGI content to reel in consumers and boost sales. 

Personal/ Connection

Beyond the drool-worthy product shots,  Oreo humanizes the brand by sharing humans behind the curtain with BTS and fun reels like:

• What’s inside my bag?

• Finding unlocked storage

• Me time

Inspirational

The brand shares endless ways to turn Oreo experience into fun and creative - from delightful treats to recycling creatively; they're so much fun that you'll find yourself jumping off your chair, eager to try them out right away.

Final thoughts

Overall, Oreo's vibe is fun and entertaining. They surely know how to turn a cookie into an engaging experience, staying on top of the latest trends and content formats. 

If you're ready to go all berserk on Instagram and make the best of a visual platform, Oreo's got the playbook for you.

Content Topics I liked:

• Reels

• Recipes

• Limited edition launches

• Unique content like custom phone wallpapers — a simple yet interesting way to incentivize engagement