Social Listening: Dyson

    The company Dyson sells a variety of products including vacuum cleaners, air purifiers, hand dryers, blade-less fans, heaters, and lights, but what I want to talk about today is their hair dryers. The Dyson hair wrap multi-styler and Dyson supersonic hair dryer created quite a buzz over all social media platforms ranking it as a necessity rather than a want. As many customers bought the product and willingly showed off the easy to use, effortlessly flawless product, that then resulted in showing up all over my recommended feed. I found it so fascinating how this product sold itself, showing just how innovative social media can be for marketing your product. 

                                

    Dyson's proposition is to provide innovative, high-quality products that solve everyday problems. The company emphasizes on creating technologically advanced products that target to reduce carbon footprints by making more energy-efficient and environmentally friendly products.

    Many people have come out to say they "LOVE" the product that has changed their day to day lives, while others have reported that they were disappointed to say the least.

    Dyson has used social media platforms such as TikTok, Twitter, Facebook, Instagram, and YouTube to market their visions, inspirations, and improved products. Dyson's TikTok bio included "We solve problems others ignore". Therefore, putting it out there that they are a one of a kind company that makes one of a kind products, which isn’t necessarily true. As many became interested in Dyson's hair dryers but not as interested in their pricing, many searched for the dupe. 

  There are many dupes that have been made to do everything the Dyson hair dryers can, but the number one competitor that was reaching Dyson's customers attention was Shark. Not only could the Shark hair dryers do everything Dyson's hairdryers could they were HALF the price of Dyson's products. To the right you’ll find an image from CNN that list the difference in prices of the Dyson vs. Shark hair products. The reporter also went into talking about her experience after using both products finding that the Dyson's device outperformed the Shark overall, but when budget came into play she provided that the Shark's option would be a more budget-friendly multi-styling tool.

    As I searched throughout TikTok looking to dig more into what were outside options of Dyson I couldn’t find any response from Dyson providing much of any help for people in desperate need, but as of Instagram and Twitter I found the opposite. Though I found that there was limited support on other social media platforms I also found that the support was delayed and could typically take up to a day to hear back a response. The company’s support staff typically responded to the customer needs with the same response asking to speak privately, which was as far as I was able to witness seeing the issue getting resolved.

    As of marketing strategies for how Dyson gets their product to their consumers is mainly through word of mouth. Though they post and comment on social media platforms they excessively depend on others to show off their products as well as show tutorials on how well and how to use such products. I was unable to find the history behind the company Dyson. While searching throughout Dyson's platforms I was able to find their inspirations and goals, but was unable to find what got them to where they are today. Which takes me to the question what would I do if I was their brand manager. I would push the company to make a short documentary on the evolution of Dyson as well as what inspired the idea that got us to where we're at today. People are interested in knowing the emotional aspect of the business to understand why it's so important to support the cause that they work so hard to make unique. This just gives them one more reason why they are different from their competitors.

    Overall from this project I was able to research what a business is lacking on when it comes to using social media to it's full potential. I see now that Dyson can do so much more with their brand as well as being more involved with the people that want to be involved with them. Though Dyson is known for being an expensive brand they choose not to lower their prices because people still want what they have as a one of a kind company, with one of a kind products.

Instagram: @Dyson

TikTok: @dyson_sg

Twitter: @Dyson

YouTube: @dyson

Facebook: @Dyson