The latest figures show that there are 3.78 billion active social media users worldwide, and the figure is constantly rising. To state the obvious, that’s a huge market of potential customers for your brand.
While the majority of businesses hop on board the social media bandwagon, it’s not enough to just be there. Social media users, like all consumers, are not always easy to please. To make organic socials a success for your brand, you’ll need a skilled, dedicated, and strategic social media management approach, from content creation to comment moderation.
Here are 5 brands that already have the social media game wrapped around their little finger.
Ben & Jerry’s – Brand Activism
Ben & Jerry’s take their slogan, “Peace, Love & Ice-cream,” super seriously. On the brand’s Twitter, tempting and inventive flavours are interspersed with the various social and environmental justice campaigns they support.
From racial injustice in the US legal system to campaigning for a fossil fuel-free future, the American ice-cream brand is aware of its presence in the wider culture, and the concerns of its customers. Rather than asking us to forget about the woes of the world and buy ice cream, Ben & Jerry’s’ social media demonstrates the sense of responsibility that (younger) audiences are increasingly demanding from brands.
Ben & Jerry’s’ online presence is the perfect example of value-driven branding done right.
IKEA – Digital Catalogue
IKEA gets all the points for innovation. Rather than stick to the typical brand-official Instagram or Twitter account, the Swedish home store took on Pinterest. And so, the IKEA Digital catalogue was born.
The campaign converts the original, paper catalogue into a modernised, user-friendly social format. With a simple product and style questionnaire, delivered by an AI assistant punnily-named Yuri Tinerary, Pinterest records the user’s preferences. They are then used to build personalised product recommendations and boards. These are populated with shoppable links, directing the user to the official IKEA site.
IKEA named the campaign ‘Renocations’ (the contraction of renovation and stay-cation, duh), taking advantage of the DIY-drive of lockdown 2020.
IKEA and Pinterest are a perfect match in terms of target audience, and their stock of incredibly aesthetically pleasing lifestyle images fits naturally into the Pinterest-verse. The campaign easily bridged the gap between aspirational and shoppable content that sometimes poses a challenge on visually focussed platforms.
ALDI – Supermarket Stirrers
Despite its European roots, ALDI has become firmly entrenched in British culture through its Twitter antics.
If you missed the Cuthbert the Caterpillar cake drama earlier this year, 1. Where have you been? 2. It was both hilarious AND genius.
After rival supermarket, Marks & Spencer’s sued for the suspicious similarities between their two novelty baked goods, ALDI responded in style. They pledged to donate all proceeds from further cakes sold to the Teenage Cancer Trust and Macmillan Cancer Support. Obviously, Twitter users unanimously took the charitable German supermarket’s side, supported by other supermarkets who got in on the memeing.
But the drama doesn’t stop there for these Twitter fiends. Aldi’s social media managers are not afraid to name-drop, even alleging that Simon Cowell *might* indulge in their Skinny Lager.
Never one to shy away from scandal, the brand also indulges in the odd tidbit of Love Island gossip.
ALDI’s cheeky comedy tone and daring tweets are the perfect example of a business not taking itself too seriously. It’s safe to say M&S learnt that lesson a little too late…
Gillette – Addressing Past Failures
Speaking of value-driven branding, Gillette recently stepped up to the plate. Addressing previous failures in their contributions to representations of gender roles in the media, they reworked their classic slogan “The Best a Man Can Get”.
Responding to the #MeToo movement, Gillette’s Youtube short film “The Best a Man Can Be” encouraged men to face up to difficult conversations about sexual assault, workplace and casual sexism, homophobia, bullying, and the “boys will be boys” rhetoric that validates these behaviours. The online ad pushed the message that all men have the ability to stand up for what’s right and are responsible for setting the right example for the next generation.
Despite the disappointing backlash that the campaign received from so-called “men’s rights” groups, the film was undeniably successful in starting conversations about both the brand and its message.
Making a confident social media campaign out of addressing your brand’s weaknesses is a huge challenge, but Gillette smashed it out of the park here. They prove that honesty, transparency, and awareness of current events are a successful social media formula.
Glossier – The Instagram Gang
Instagram can seem quite an intimidating and exclusive platform to those of us without the body of a fitness influencer and the complexion of a newborn baby.
However, there are some brands, like makeup and skincare e-commerce stars, Glossier, injecting a sense of human community back into the ‘gram. Through a balanced mix of user-generated content, professional photoshoots, and behind-the-scenes sneak peeks, Glossier establishes the perfect blend of polished aspiration and down-to-earth realness.
Through its inclusive tone, Glossier has increased its appeal to a wider audience. Busting stereotypes about age, gender, and race in makeup, it has created a more realistic representation of makeup-wearers online.
Distancing themselves from competitor brands through their image and values, Glossier focus less on general standards of perfection and more on unique personal beauty. This is likely the reason they’ve garnered 2.7 million followers to date, maxing out community engagement.
The brand is so Instagram-focussed in its approach that its products are designed around the preferences of followers. Not only do their signature millennial pink packaging and components scream photogenic, they even recently released a bronzer based on high demand in their comment sections.
So, what will be your brand’s next big social media move? Will you take Twitter by storm or whip up a viral Instagram frenzy?
If this article has demonstrated anything, it’s that social media is vital to a brand’s success in the internet age. If you’re stuck for ideas, don’t hesitate to contact DMT. We’d be more than happy to talk you through our services in Social Media Management, Paid Social, and more.
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