Social media isn’t just about crazy, self-aware stuff.

Have you seen any other brands that aren’t DuoLingo or RyanAir but are crushing it with more polished, high quality content?

likehelpful
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No. Literally no one is crushing it with content that people don't want to follow.

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Most brands I’ve seen are happy to do lame one-off ripoffs of whatever yesterday’s trend was, because their KPIs are attached to engagement instead of building the brand or audience in any meaningful way

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Liquid Death. Fashion/makeup brands.

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Nobody wants to follow content beyond a piece or two, so no.

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Burberry / jaqemous /

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Burberry

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Our team doesn’t recommend Duolingo or Ryanair anymore because they don’t apply to most brands.

A lot of the problem is that social is often the tiniest line item in scope. The main creative campaign is like millions of dollars while the social team has $500 in OOP budget and they’re on the hook for millions of impressions. So yeah you’re going to get scrappy engagement farming content.

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Marine Corps 🤷‍♀️

The recruiting content consistently performs well among the target audiences.

Fair, wasn’t trying to hide it. The writers and ADs on it are my colleagues at WT. Thought I was in the WPP bowl.

Rhode. Amtrak. Telfar. Empire State Building. Zohran Mamdani. Subscribe to Rachel Karten’s Link in Bio newsletter and you’ll get plenty of inspiration across categories.

Vacation inc

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