5 Brands Creating Buzz on Social Media So Far in 2022
Somehow we’re approaching our tenth month of 2022, and as we well know, a lot can happen in 10 months on social media. So, let’s delve into a mid-year review of some of our top performing brands on social media.
M&S
It truly was a toss-up whether to feature Aldi or M&S, but this time around M&S takes the trophy (you’ve still got a place in my heart, Aldi, I promise). Whilst both brands have built huge fandom online with their witty tweets and hilarious videos, M&S really is the true brand to look up to on social media.
Why is this? First things first, the key thing for any brand to succeed on social media is experimentation, something M&S has welcomed with open arms. From being an early adopter of TikTok to strengthening their character’s narratives and also, welcoming internal talent.
From seeing Peppa Pig and Colin the Caterpillar hanging out in the office to seeing a full rendition of Thriller by their store staff. They’ve got their strategy and personality nailed.
Sezane
On to a slightly different strand of strategy, my next pick is the beautiful French brand, Sezane. The reason I’ve picked Sezane is down to their curation and planning efforts in their branding across all channels.
A few weeks ago, I was mindfully tapping through my Instagram Stories feed, as you do, with the usual interruption of poorly conceived paid ads, when all of a sudden I stopped to watch a set of stories. They were interesting, fast-paced, and beautiful. I wondered which influencer I had stumbled upon when I realised I was indeed watching paid ads, without even clicking them. Naturally, I tapped through to find an aesthetic feed, filled with beautiful yet on-trend reels which felt related to the ads I had just watched. I flicked to my inbox, and boom, an email had recently landed from this brand, Sezane. I clicked open the email, and the beautifully curated content was also there. So, naturally, I purchased a new knit, after all they deserved it for this absolute display of creative consistency.
My point here? Too often you see brand channels working in silos - their paid social doesn’t mirror the campaign launch on organic posts. The email is talking about cheese whilst the website hero is talking about lettuce. You see where I’m going. When it all creates a harmonious message, your customer will convert (I say this with confidence sitting here in my new Sezane knit).
V&A Museum
I’m a sucker for a good Museum, the quietness, the beautiful buildings, and damn, even the coffee shop. The V&A remains one of my favourites, one I visit on a yearly basis when the leaves start to fall so I can feel like I’m living out some aesthetically pleasing movie.
However, museums, as beautiful as I think they are, don’t appeal to the mass market on social media. Chances are their marketing department is still getting a handle on Instagram and they haven’t even considered TikTok.
The exception to this is the good ol’ V&A. What an absolute treat their TikTok account is. See, the thing I love most about their TikTok account is they know exactly who they are and what they’re there to do.
They stick to their niche of art history, but with a playful twist to suit the platform. One minute you’re learning a bite-size piece of information about a moment in history, the next you’re examining the bums of The V&A. Nailed it.
Our lesson learned here? Own your niche, don’t follow the crowd.
Norman’s Cafe
A little wild card entry here, but hear me out. I come from an era of social media that is all about curation and the aesthetic. It’s a hard thing for me to shake off if I’m honest and it’s taken me a while to drop the meticulous grid planning and the perfect preset.
But, for me, it’s a form of creativity. Whilst I’ve learned that social media doesn’t need to be perfect, it can still be somewhat of a preference for me, after all, I am a millennial through and through.
Anyway, clearly the creative behind Norman’s Cafe shares this desire for curation with me because somehow they’ve made an unassuming cafe in Tufnell Park, a true account of beauty.
Their posts are simple, beautifully shot but extremely consistent. They’ve garnered a fond following and an engagement rate to envy. The true lesson here is to do what feels right for your brand, I think we’re beginning to see a trend here.
Pasta Evangelists
Last but not least, the purveyors of the truly heavenly food which is, of course, Pasta Evangelists. A brand that cropped up during that huge shift we saw towards subscription box models, has broken out of the mould and taken itself a slice of the social media pie.
Again, another brand that has stuck to its niche whilst incorporating a sprinkle of trends were possible. Their content mixes pasta tutorials and history, with an emotive feel of pasta (one a huge amount of the population can relate to).
Their strategy is clean and simple which is truly what it should be. Over time strategies have got more and more complicated, but going back to basics is exactly where they need to be.
So there we are, an incredibly varied array of brands working on different strategies to create success on social media. If you take any pointers from this post, let it be this, brands that swim in their own lane and stay true to their brand values succeed. It may take time and patience, but it’s worth it in the long haul.
This post was written by our Inner Circle member, Allie. If you’re in any need of Social Media advice or help, do be sure to book a 30-minute discovery call.
