It’s a Social Media Team’s World, and We’re Just Living in It

“Give your social media team a raise!”. A request, strangely enough, not demanded by the social media managers themselves, but rather by a page’s loyal followers. 

While scrolling on numerous pages that are 'killing it' on social due to their highly engaging, humorous, clever and witty content, it is not uncommon to see this type of comment written underneath certain posts.

But let’s look at the background. 

With the dilution of other forms of media, social has prevailed as the clear winner for brands to put out their message and voice. Though the latter is sometimes the object of mockery, as some question, especially in this sensitive climate, whether or not a brand should even have a voice, most of the brands that are relevant on social are owning it and pushing it to limits never before fathomed. 

A brand voice can have many characteristics. At one point, I worked on a brand that wanted to have their voice sound 'conscientious'. With English being my 3rd language, I barely understood what that even meant at the time, but it sounded a bit irrelevant to be used on social media, a space where users escape the mundane and look for a quick laugh, a quick bit of info and a bit of sarcasm in this whirlwind of modern life. 

And hence we find that more and more brands are opting for laughter rather than a serious tone, as social media is still considered a laid back space, despite the activism and rather serious topics that get discussed and showcased on the platforms. 

And why not? Why should brands not embrace the power of positivity in a world filled with the opposite?

The deep root of the answer could be found in the purpose of the brand and what is expected of it: 

Can an airline talk about its services and routes, and be a bit over the top in their social demeanour? Can an educational app be serious and focused and be absurd and hilarious? Can a water brand be all about hydration, and be insane and unpredictable? 

The beauty of social media is that there are no real rules. 

The social media universe is like a big party where everyone gathers to share their lives and have a good time. Just like how you might flick through Netflix for something fun or something more serious like a documentary, social media offers a mix of entertainment and information. Whether it's watching a David Attenborough documentary or diving into social theory, each has its own vibe that resonates with different people, however, keeping us entertained in the process.

When it comes to how brands talk on social media, it's all about being smooth, human, and witty. Think of it like having a conversation with a friend at the party. Even if you're talking about serious stuff, you still want to keep it engaging and interesting.

For instance, environmental groups like Greenpeace can use humour to get their message across, but it's more about being clever and not over-the-top silly. It's finding that balance between being entertaining and staying true to the brand's values.

Having attended many-a-workshops that preached what 'best practices' were, we find modern brands defying all of those and sometimes literally just “winging-it”, and winning way more than those backed by guidebooks labelled as 'strategies'. 

And who is that all thanks to?

Whoever has their finger on the pulse and is observing the way today’s relevant brands are winning on social. 

In Duolingo’s case, it’s Zaria Parvez, for BaboonOnTheMoon it used to be Sarah, their unhinged, unbothered witty social manager (Who has since quit and people are still demanding that she returns!), and for many other brands, it’s those who are seeing the success of fun brands and following that lead. 

But it’s also thanks to the executives who believe, and who trust enough to roll out. 

In a corporate environment where seriousness reigns, it is not easy to convince the higher-ups that completely ridiculing the brand online will actually lead to them turning a better profit. 

But the results are speaking for themselves, since today’s brands that are relevant and selling are employing this style, and growing a loyal following that is translating in an increase in equity. 

From detergents to supermarkets, passing by airlines and water brands, it seems that the way to user’s hearts is through comedic timing and riding on a moment or a meme, and it is orchestrated by the brave social media teams, who, by popular request, 'deserve a raise!'.