The public now actively analyzes and critiques brand campaigns as a form of entertainment. Marketers must operate knowing their every move is watched and dissected by a savvy audience, turning campaigns into public conversations.
Anticipate upcoming cultural moments or seasonal events (like daylight saving time) and create content that answers the questions consumers will be searching for. This strategy can capture massive attention and even media coverage.
A massive, underutilized strategy is creating content designed to surface in platform-native search results. For problem-solving products, this captures users actively seeking solutions, moving beyond just entertainment-focused content.
Instead of focusing on one "fireworks" moment, top brands like Nike build sustained interest through a smart, interconnected web of content extensions distributed across their athletes' and celebrities' personal platforms.
Instead of starting from scratch, the smartest campaigns begin with social listening to identify past viral moments or cultural storylines. Reusing or building upon these known winners leverages pre-existing emotional connections with the audience.
Instead of trying to serve all audiences on one brand account, create dedicated accounts for specific value propositions (e.g., an "iPhone Hacks" account for Apple). This satisfies algorithms and audiences who favor consistency.
The most valuable application of AI for social teams is not generating content, which audiences are pushing back against. Instead, use AI to fill the common "analytics expert" gap by parsing data and identifying performance patterns.
To avoid forced or late participation in viral trends, create formal guidelines that include a time limit. If a genuinely clever and brand-aligned idea doesn't emerge quickly, it's a signal to sit the trend out.
To break through on TikTok, parenting brand Frida formed a special task force with permission to break existing brand guidelines. This allowed them to pivot to product demos, using initial viral data to validate their bold new direction.
The title "Social Media Manager" is impossibly broad. To set realistic expectations, leaders must force founders to specify what "great social" looks like (e.g., viral videos, educational carousels) to define the role's actual focus.