When it comes to blogging and Instagram, the two platforms are both effective in different ways. Instagram is more for the artistic eye, people who enjoy viewing photographs and browsing through visuals. Whereas, blogging is more for people who enjoy reading articles and learning about causes or events.
Ben and Jerry's use both of the platforms for their specified purposes. Their Instagram page promotes their new flavors, as well as their occasional free cone day which is used to get more people into their stores in the Northeast. It also appears that they post photos taken by fans holding a Ben and Jerry's cone or one of their signature designed pint containers. This gets fans more involved and excited because they’re able to see the product, or the social object being ice cream, as well as participate in sharing their experiences with the brand. However, they also do keep up with current events on their Instagram, like the election as well as earth day are some recent ones. I think this shows that they're targeting young people and millennials because these are a majority of the people using Instagram and use it as a method of following news and keeping up with brands that interest them.
As for their blog, they do talk about new products coming out but it's use more for what the company is doing outside of the creation of their product. One thing that I noticed they do on their blog frequently is showing how to use their ice cream to make different recipes or put a fun twist on just the traditional ice cream cone. While browsing their blog I noticed too that they discussed about how they participated in events and scooped ice cream for people, they even openly wrote an article about their founders recently getting arrested for protesting. I think this shows honesty and gives the company credibility to show where they screwed up but are able to come back from it. The blog definitely serves its purpose in showing the company from many different angles.
