Razer is an international gaming company that was founded in Singapore. Razer was founded my Min-Liang Tan and Robert Krakoff in 2005. Razer has a headquarters in Singapore and another US based headquarters in San Francisco. Additionally, Razer has offices in nine other locations across the globe. Razer offers award winning, high performing gaming equipment and software. An example of some of the items offered by Razor are: keyboards, mice, laptops, phones, headsets, and apparel. Razer not only sells gaming equipment and software but they also help promote the gamer using their systems.
The logo of Razer is very recognizable in the gaming industry. Three snakes intertwining offers instant brand recognition across the industry. This brand recognition was very well thought out; this brand recognition stands out against the competition and helps keep Razer’s revenue growing.
SOCIAL MEDIA OVERVIEW
Razer uses a variety of social media platforms.
SnapChat – Mobile App only
Immediately when viewing the Facebook page of Razer you recognize the brand easily with the logo being prominent. With over 8 million followers (8,195,325 to be exact) this social media platform is the most popular. Each post that Razer has on their Facebook page has over 1,000 likes per photo except for their announcements of new products which has over 30,000+ likes. The Facebook page has a Shop Now feature which takes you directly to another site to buy their products. There is a link to the corporate website of Razer included on the page. Razer does not offer quick links on its Facebook page to other social media platforms. This lack of connection hinders Razer from expanding their Facebook audience to the other social media platforms easily. Razer is relying on their audience to find these other platforms on their own. The Facebook page has over 17,000 photos that have been added by users other than Razer, meaning their followers are posting the images.
Razer has a corporate Twitter page that highlights the company and Min-Liang Tan has a personal Twitter that references Razer, so you can say they have two Twitter accounts. With over 3 million followers the Twitter page is very active. The Twitter account has a link to Vine with over 21 million people who accessed the content located on that platform. Since Vine is no longer an active platform, Razer should update their page with more relevant information. The corporate website for Razer is listed on the Twitter account but no other links are provided. Most of the content that is contained on the Twitter account it the same as the content on Facebook.
The corporate Razer website has a quick link to their blog, the Razer Insider. You can also access this by Googling Razer’s Blog. The blog is actually a forum, a community discussion board. This blog is used to answer questions about their products and it gives you updates about their product. This blog is more like an active community forum for technical support and help. The blog has an area that specifically states Razer Community. This area has links to all their social media platforms and corporate website. Of all the social media platforms, this blog is the only one which is linking all platforms together assisting in brand recognition between platforms.
The Instagram page of Razer features many different photos of the products that Razer offers. There is a quick link for their corporate website but no other links. The have over 2 million followers. There are also various videos listed which are mainly high lighting the products offered. The Instagram page of Razer feels like it is an afterthought and it is not being highlighted in a way that would help make the brand additional revenue or stand out. If you scroll through the many tweets that Razer has you will see a tweet to link to their Snap Chat account. In this instance they are marketing their other social media platforms but they are not making it easy for others to use after that tweet runs to the bottom of their feed.
Razer has a very active YouTube page with over 1 million subscribers. Razer has utilized this social media platform to its fullest. Not only are they showcasing their product line, conventions they have been at, competitions that they are in but they also have linked all their social media platforms. These quick links are helpful to allow subscribers to link to other platforms which assists with brand recognition. The videos that are showcased on the site go into detail about their product line. This is very helpful when doing research on their products.
The company Razer has a LinkedIn page that offers company information with brand recognition. There are several jobs that are posted on the LinkedIn page. There is lots of information about the company culture for perspective employees. While the LinkedIn page does offer some product high lights it is more professional in nature. This shows the types of things you could be working on if you worked with them. This seems to be more of a corporate run website that is very serious in nature where the social media accounts are more fun.
Razer has a SnapChat account but they are not very active on SnapChat. This offers an opportunity for razer to interact with their audience. This is a social media platform that Razer should put more time and effort into since it is a newer platform. The demographic that uses this platform the most is the younger generation which will grow up to become product users. The downfall to this platform is it is mobile based which means you can only access and use it to its full potential on a mobile device.
Twitch is a very interactive live stream social media platform and Razer’s is no exception. Razer has over 116 videos currently saved for viewing. These are all past streams that have been saved. The beauty of Twitch is it allows gamers to broadcast any game they are playing. Razer uses this to showcase how their products are reacting to game play utilizing people they are affiliated with. The below screen shot is of IIJerichoII, one of Razer’s affiliated partners, who is live streaming the Xbox game PUBG. This platform allows other gamers to view gameplay and get tips and tricks for the next time they play.
SUMMARY OF SOCIAL MEDIA
In general Razer has branded all their platforms. Their use of very recognizable graphics helps their brand. This brand recognition assists with helping the audience transition from one platform to another. They post a lot on all platforms about their product lines and how to use their product. This marketing technique helps with revenue generation. Razer does have some work to do with adding quick links to their platforms that would allow for easy clicking to other platforms by their users. Razer has done a great job using social media to assist in marketing their products and brand considering they are a young company. It appear their growth rate with the gaming demographic can be contributed their social brand use targeted at gamers.
When using Google the very first hit that comes up is the corporate website for Razer, www.razerone.com. There are several top stories that come up between the first hit and the second hit. These top stories high light the top product lines being offered. When I did my search is was the new Razer cell phone. The second hit is the link to Razer’s Twitter account. The third hit is the Wikipedia page and the fourth hit is the Instagram account for Razer. The last hit on the page is Amazon. Ironically the number one social media, Facebook, does not come up on the first page for the Google search. Moving on to the second page of Google showcases Twitter again, Best Buy and other places to buy their products.
As I mentioned in my synopsis of each social media platform, Razer needs to do a better job of connecting each platform. I feel that by interlinking all of their platforms together this would increase their audience and potentially their revenue. The content that they are displaying is very consistent from one platform to the other and their brand is extremely recognizable. They use lots of bright colors with dark backgrounds when high lighting their product line which really makes it pop. If Razer continues to update their social media platforms on the same consitant basis as they are doing now they will keep their current audience base and also earn more followers.