10 must-dos for brands navigating the state of social now and beyond
In an industry that’s ever-changing, social can feel like an endless rotation of platforms, trends and the next big thing. Apps test features daily, there’s a new meme format every week, and just when you’ve mastered TikTok, now everyone’s talking about BeReal. It can be difficult for brands and marketers to stay ahead of the curve.
“Nothing is off the table”: the four freedoms of Ryanair’s disruptive social strategy
Ryanair is a brand that does social media right. Ironically, it does this by doing all the wrong things. ‘Wrong’ in this instance means all the things we think corporate brands shouldn’t do – like clapping back to haters, drawing attention to its biggest pain points, and going viral with tweets that make you do a double take.
Why brands should become more human on LinkedIn
Some marketers might think LinkedIn is only a jobs platform. A platform where brands can announce new career opportunities, sure; advertise to consumers, maybe. But dropping professionalism? Perhaps not.
Brands like Thursday, Innocent and Gymshark are all challenging this perception, bringing a fresh perspective. Marketers will say the best brands are human, and despite its corporate associations, LinkedIn shouldn’t be an outlier in this approach.
“Relevance is everything”: How Innocent Drinks adapts its TOV for every social channel
One of Innocent’s most successful social media posts, published in January 2022, is a three-line summary for each year of working from home since the pandemic. Between 2020 and 2022, the descriptions get more manic, from a sensible “3 cups of tea a day” to “25 coffees straight into your veins.” 84k organic LinkedIn engagements, eight million users reached, and not a single mention of an Innocent product.
Why the best campaigns depend on creative strategy
When we say social is an ever-changing landscape, we really mean it. It touches everything from our work to roles in the industry. And with these changes come a need to evolve beyond binary marketing models. What’s the better approach, creative or strategic? At Social Chain, it’s both.
How to future-proof your social strategy
Time and again marketers are hit with simplistic phrases that lack a much-needed holistic approach to social. “Organic social doesn’t deliver tangible results.” “Your social marketing should be sales-led.” “Boosting posts is a waste of money.” The list goes on.
“When everyone goes left, go right”: How Thursday championed organic reach to launch a brand
Last year, 12 people paraded around London holding cardboard signs that read “I cheated on my girlfriend on Thursday and this is my punishment.”
This wasn’t an unfortunate coincidence, but a PR stunt conducted by Thursday, a dating app named for the only day of the week it operates on.
Brands need to lose their corporate tone of voice to succeed on social
Ask a traditional marketer what an airline’s most viewed TikTok video would be and they’d say an entertaining or instructional video about flying with them.
But Ryanair – or plane face, as Ryanair’s TikTok mascot is otherwise known – cinched 11 million views by asking brands to comment over a trending audio mashup track.
