BULLETS AND BICEPS | ZINDASH STUDIOS

WHO IS BULLETS AND BICEPS?

Established in 2020, Bullets and Biceps is a premium military apparel brand which caters to soldiers of all MOS's (Military Occupational Specialty). Owner James McDowell, an active-duty soldier, began this brand with a special interest in creating expressive, military-approved tan t-shirts for soldiers to wear while in uniform.

With a primary audience of male soldiers ages 18-30, James' three main goals are to increase brand awareness, increase engagement from their followers, and increase sales.

BULLETS AND BICEPS WEBSITE

THE ANALYSIS

INSTAGRAM ACCOUNT OVERVIEW:

Followers: 6,071
Post Consistency: Av. 4x a month
Content types: 61% Video, 39% Photo
Av. Like Count: 67
Engagement rate: 1.1%
Highlight Breakdown
- Events (2021-2024)
  - Last updated May 29, 2024
  - Events with apparel / products
- Fav Products (2021-2024)
  - Last updated February 12, 2024
  - Items from website, some UGC w/ apparel, previews of launches & links to website
- Stickers (2022-2023)
  - Last updated August 15, 2023
  - Everything stickers & UGC
- Reviews (2020-2023)
  - Last updated January 31, 2023
  - UGC (No reviews)
- KB Workouts (2022)
  - Last updated September 8, 2022
  - Kettlebell workouts

Post with Highest Engagement:

Concept: Shit Bag Ranger Shirts on sale
Likes: 340
Comments: 2
Shares: 82
Saves: 66
Why was this successful?:
- User-generated content
- Boosted post
- Caption: materials used and benefits

Post with Second Highest Engagement:

Concept: Giveaway for one free t-shirt of your choice
Likes: 167
Comments: 23
Why was this successful?:
- User-generated content
- Engaging video
- Giveaway concept

Post with Third Highest Engagement:

Concept: Shit Bag Ranger t-shirt drop
Views: 2,783
Likes: 142
Comments: 5
Shares: 34
Saves: 17
Why was this successful?:
- User-generated content
- Photo posted as Reel

Post with Fourth Highest Engagement:

Concept: Workout highlight
Views: 3,971
Likes: 100
Comments: 1
Shares: 2
Why was this successful?:
- Engaging Content
- Use of Reels

Post with Lowest Engagement:

Concept: Buy the new “PR or ER” shirt and win 5 free stickers
Views: 410
Likes: 3
Comments: 0
Shares: 0
Why wasn’t this successful?:
- Disengaging content
- Re-used imaging
- Hashtag Bombing in the caption

OVERALL INSTAGRAM KEY TAKEAWAYS:

What is working?

Reels
User-generated content (UGC)
Engaging, high-quality videos
Photos with a purpose
Materials and benefits of each product
Community Engagement (Giveaways)
Putting CTA’s as text in reels
Posting photos as reels
Posting relatable content

What is NOT working?

Posting without a purpose
Grainy / low quality photos
Repeating content
Only posting 4x a month
Photos with bland captioning
Hashtag bombing

COMPETITOR ANALYSIS

COMBAT IRON

Followers: 151K
Post Consistency: About 2x a day
Content Type: Video and Photo
Vibe: Comedic / Inappropriate
Av. Like Count: 2,600
Engagement Rate: 1.7%

Highlights:
- Join the Team
- Restocks
- New Drops
- FAQ’s
- Discounts
- Mobile App

GRUNT STYLE

Followers: 1.1M
Post Consistency: About 2-3x everyday
Content Type: Video and Photo
Vibe: Comedic / Fun / Relatable
Av. Like Count: 2,582
Engagement Rate: 0.2%

Highlights:
- STWS (Support those who Serve)
- MOV (Minute of Violence)
- Burn Pits Talk
- GS Foundation
- Behind Scenes
- GS Commercial

SAVAGE TACTICIANS

Followers: 404K
Post Consistency: Inconsistent; about 1x every 1-3 days
Content Type: Primarily photo, but also video
Vibe: Professional / Real
Av. Like Count: 6,494
Engagement Rate: 1.6%

Highlights
- Lock Screens

ZERO FOXTROT

Followers: 618K
Post Consistency: Inconsistent; about every day
Content Type: Video / Photo
Vibe: Relatable / Professional
Av. Like Count: 5,132
Engagement Rate: 0.8%

Highlights
- Afterlife Club
- The Podcast
- Spotify
- ZF family
- ZF LINEAGE

RANKING BASED ON ENGAGEMENT RATE (E.R.)

COMBAT IRON

1.7% E.R.

POSTS: 2X EVERYDAY

SAVAGE TACTICIANS

1.6% E.R.

POSTS: 1X EVERY 1-3 DAYS

BULLETS AND BICEPS

1.1% E.R.

POSTS: 4X MONTH

ZERO FOXTROT

0.8% E.R.

POSTS: 1X EVERYDAY

GRUNT STYLE

0.2% E.R.

POSTS: 2-3X EVERYDAY

OPTIMIZATION

INSTAGRAM ACCOUNT

OLD ACCOUNT

OPTIMIZED ACCOUNT

NEW HIGHLIGHT CONCEPTS

BTS (Behind-the-scenes)
- Content: Photo and video of filling orders, BTS of content shoots, warehouse content
- Relevance: A deeper, more vulnerable look into B&B
- Timing: Update once a week
Events
- Content: Events with B&B and where B&B is sold
- Relevance: To announce events coming up / happening for customers to engage with
- Timing: Update as each event occurs
Best Sellers
- Content: Consistent imaging / video of the top selling products
- Relevance: To introduce current / new customers to our products
- Timing: Update as necessary, maybe with new content as it is created
Community
- Content: Reposts of UGC (from stories / posts / DM’s)
- Relevance: To represent the community B&B creates with its customers
- Timing: Update as content is created
FAQ's
- Content: Graphics featuring each FAQ
- Relevance: To answer community questions about the products as well as the brand
- Timing: Update once, add as necessary