Competitor watch · week 24
Three posts worth learning from
Ranked against each account's own average, not against each other. A big account getting its usual numbers is not news.
What performed
We lost €14,000 last year to a form nobody wanted to fill in.
Not to a competitor. Not to bad pricing. To forty minutes per shipment, repeated 340 times, by people who are paid to do something else.
Here is what that actually looked like on our side, and what we changed in March. Numbers in the carousel, including the two months where it got worse before it got better.
- Angle
- The cost of doing nothing, in euros
- Format
- Carousel, founder in first person
- Hook
- A number and an admission, first line
Maria has closed the Limassol warehouse every Saturday morning for six years. Since March, she doesn't.
We filmed her explaining why, in her own words, at her own desk. No script, no studio. Swipe for the whole thing.
- Angle
- An employee, not the product
- Format
- Carousel built from a filmed interview
- Hook
- A quote about someone's Saturday
Ninety seconds inside Limassol port at 5am.
No voiceover, no music, no logo until the last second. Just what the queue looks like before the first shift starts.
- Angle
- Show the problem, say nothing
- Format
- Vertical video, no edit
- Hook
- A place and a time
Angles and formats that worked, and whether you have tried them
| Angle | Who used it | vs their own average | You |
|---|---|---|---|
| The cost of doing nothing, in euros | Levanta | 4.8× | Never posted |
| An employee tells the story | Cyprus Freight Systems | 2.1× | Once, 12 March |
| Unedited video of the problem | Portmatic | 1.9× | Never posted |
| Product feature announcement | Levanta, Portmatic, Trakos | 0.4× | 14 of your last 22 posts |
What they talked about
- A customer, by name. Cyprus Freight Systems put a warehouse lead on camera and tagged her employer. Nobody in this market does that. Instagram · Thursday
- The 1 October customs deadline. Levanta twice, Trakos once. All three frame it as a deadline, none of them explains it. LinkedIn · three posts, 10 to 14 June
- Transport Week Athens. Portmatic covered it in stories for three days and announced a stand for next year. Instagram stories · expired, captured Tuesday
Scanned, nothing kept
- Trakos · 22 posts, all product announcements, every one below their own average. Their most engaged post this week was a job ad.
- Delta Customs Tools · 4 posts, reposts of press coverage only.
- Kition Cargo Software · nothing posted since 2 June. Third quiet week.