It’s hard to keep up with the Kardashians these days, let alone brands are doing unique things on social media.
However, it’s vital to stay on top of things. These days, simply having an overactive, wisecracking Twitter account is not enough to stand out. And frankly, it is kind of annoying.
To stay relevant on social media in 2019 and beyond, brands should be as purposeful as they’re adaptable. You could be the first of your competitors on Tik Tok, however, when your presence isn’t backed by a method, simply being there is not enough.
From spicy chicken nugget breakouts to no-frills brand identities, we have found some of the greatest examples of brands doing unique things on social.
Netflix produces binge-worthy Instagram Stories with stickers
Netflix’s social presence first made a splash on Twitter thanks to its robust (if odd) brand voice that is one of the unique things on social media. However, it’s over on Instagram where the streaming service fully takes benefit of its library of star-studded video content.
What’s noteworthy about Netflix’s Instagram strategy is how its content is tailored to the platform. Nowhere is this more evident than its Instagram Stories.
For World Pride this year, Netflix tapped the cast of Queer Eye for takeover stories, kicking things off with a question sticker that asked: “What does PRIDE mean to you?”
The following stories featured responses along with scenes from the parade and the Fab Five’s escapades.
For the reboot of Sabrina the Teenage Witch, Netflix brought in the cast for a true or false game utilizing Instagram poll stickers. Love a great smooch scene? Netflix even asked users to rate their favorite kisses with a love-o-meter emoji slider sticker.
Takeaway: There’s lots of gold to mine in Netflix’s Instagram Stories. However, one of the key takeaways is to frame each post with concepts and stickers to up your engagement ante. Treat every series of Instagram Stories as if it is a mini interactive blog post.
Netflix also introduced a choice for users of its own app to share directly to Instagram Stories. Now people could Netflix-and-fill their feeds with their fav TV shows and movies and add their own stickers—making great use of second-screen social.
Reformation uses UGC to sell clothes
Turning customers to loyal brand ambassadors is no simple feat—however, that’s what California-based retailer Reformation has done on Pinterest and Instagram with its “You guys in Ref” series.
How it works is easy. Post an image of yourself in Reformation for an opportunity to be featured on the account’s Instagram Stories or Pinterest board. By featuring Ref-clad followers on social, Reformation is able to show appreciation to its customers while also showing them off.
By sharing the love, Reformation motivates its shoppers to post their Reformation-clad images—earning the label more exposure. However, the series also helps with sales. As the Wall Street Journal reported method back in 2013, seeing real people in clothes is a large tipping point for online shoppers.
And that’s where Instagram’s product tags and Pinterest’s shoppable pins com in. When an on-the-fence customer sees something they like on somebody, the tags and pins help Reformation close the deal in a pinch.
Takeaway: mix user-generated content with product tags to drive more sales.
Disney launches Disney+ with a little help from its friends
To promote the release of Disney+ and its new social media accounts, Disney rallied the troops in a pretty theatrical method.
To first announce the launch, @Disney’s primary Twitter account sent a Tweet asking if everybody was ready to go to @DisneyPlus.
What occurred next is where it gets fascinating. All of Disney+s properties jumped in with a response and an on-brand GIF.
Not only did this big coordination effort showcases the breadth of Disney+’s offering, but it also promoted the service to pretty on-target audiences and gained followers along the way.
Takeaway: Sure, most brands do not have the network and resources that Disney does. However, a similar coordination effort can work just as well with partners or influencers.
Not everybody loves this type of stunt, as the comments on this Tweet reveal. However, when you could take the heat, it does get people talking.
And when you are angling for exposure and new followers, that isn’t a bad thing. Disney+’s Twitter account has already amassed more than half a million followers.
No Frills states the obvious on Twitter
No Frills’ frill-less social antics have earned the food label a place on Hootsuite’s fridge.
When the plain-packaged firm took to Twitter this year, it translated its minimalist branding to a plain-talking brand voice. Just take a look at its Twitter bio: “i am a brand. follow me”.
Deadpan tweets, like a picture of pure white vinegar with the caption “actually transparent,” have made the niche brand go viral. By thoroughly embracing its bland brand identity, the once niche firm has developed something of a cult following.
Takeaway: Make a unique, bold brand voice by imagining what type of person or character your product would be if they were actually a person or character. Then, Tweet exclusively in that voice.
WaPo is more than a newspaper on TikTok
What’s black and white and all over Tik Tok? The Washington Post, a.k.a WaPo.
Since joining Tik Tok in May, the media outlet has earned over 183.3K followers on the platform.
Tik Tok is known for having a predominantly teenaged user base. Maybe that is why WaPo’s account description plainly indicates: “We’re a newspaper.”
At first glance, the account’s videos provide a goofy and lighthearted contrast to the hard-hitting reporting the outlet is known for, however, there’s a bigger technique at play.
According to Dave Jorgensen, who runs The Post’s Tik Tok account, the plan is to first build an audience by demonstrating that WaPo understands the app. Then it’ll begin steadily sprinkling in more newsy topics.
So, what’s WaPo getting right about Tik Tok?
It’s funny. More importantly, the humor is meant to resonate with young, dialed-in audience—even when it does come off a little “dad joke” funny sometimes. For instance, to share The Post’s new gaming room, Jorgensen mimicked Kylie Jenner’s YouTube office tour, lip-syncing to her now-infamous “rise and shine” baby wake-up call that broke the Internet.
Another factor to take note of is how active the account is in the comment section. Its responses to comments maintain the same daffy tone as its videos while rewarding and encouraging engagement from followers.
Takeaway: Try a new platform, however, be sure to understand it first.