Content Marketing Blog

Success on social media – a look at 5 of your favourite brands

Winning over your followers on social media can be tough. It’s hard to stand out from the crowd when every other brand out there is also vying for their attention. It takes a lot of ingenuity to come up with something really different to the competition that will catch people’s eye and make them want to engage.

These 5 major brands have all achieved success on their social media platforms in their own way, using strategies and campaigns that set them apart and define their brand. While social media strategies are not a ‘one size fits all’ and it’s important to choose tactics that will work for your business, you can still draw some inspiration from these companies that have already nailed it as far as social media marketing is concerned…


Lorna Jane: authenticity and uber responsiveness

This is a name surely on the tip of everyone’s lips when they think of women’s active wear. Lorna Jane would be most well known for the inspirational slogans often blazoned across their tees or hoodies, such as ‘Move, Nourish, Believe’.

This is not just a gimmick however, it’s a motto that Lorna Jane likes to define herself and her company by. That’s right – Lorna Jane is actually a real person and she’s the founder and personal ambassador of the company, featuring in workout routines and health and wellness videos. This may be a reason why their social posts are so successful in targeting women interested in health and fitness – they have an authentic female voice behind them.

The brand’s most successful social strategy, however, would be the level of engagement maintained with followers. Not only do they ask for fans to submit photos or tag themselves on Instagram, but they reply to nearly every comment on their posts keeping the same fun and feminine tone throughout. This community support feel is the main contributor to their success on these platforms.

Lorna Jane social media example

Oreo: think fast and be bold

Who would’ve thought a cookie would become so popular on social media? The marketing team at Oreo have used a few simple, but brilliant, tactics to keep their audience interested and engaged.

Oreo should be commended for their ability to rapidly produce responses to events and happenings as they occur. One of the most memorable posts by Oreo was their response to a blackout at the Super Bowl in 2015.

Simple, effective and on point. They weren’t even a sponsor of the event but still received a casual 15,000 shares and 6,700 favourites. Oreo’s other special talent is engaging in a witty and hilarious way with other companies, while still staying relevant to what’s trending. They’ve had funny encounters with Kit Kat, Taco Bell and Xbox, all while their followers look on and speculate on what will happen next.

GoPro: own your space

GoPro is another example of a brand that’s become synonymous with their type of product. Sporty types, action junkies and adventurous travellers alike would all think of GoPro first for a resilient, handheld camera that captures high-octane moments in equally high quality.

The bulk of the company’s social media success has come from user-generated content. Followers submit their photos and videos for daily competitions, where the winning shot or clip is posted to GoPro’s Instagram and Facebook accounts. It’s not just for extreme sports or daring adventures either –  they take all sorts of submissions.

What defines this strategy from many others is that GoPro’s aim is to celebrate their product and what it can capture, rather than focus on converting followers. Instead, they’ve created a community that shares their memories and adventures. There’s no hard sell on any of their social platforms, and they have amassed around 10 million followers on both Instagram and Facebook.

AirBnb: tell stories (or get your customers to do it for you)

Airbnb has adopted a storytelling strategy, involving hosts and guests in the company’s journey from a small start-up to an international organisation. The blog has a stream of regular content that invites people to become a part of the Airbnb community. They provide sneak peeks of the accommodation on offer, neighbourhood guides that provide the best tips and tricks for discovering different cities, as well as stories that fill you in on the background of some of their hosts and their reasons for opening their homes up to visitors. Some of them are emotionally powerful and make the reader feel as if they personally know the host. Tessa, a host in London, became ill with a neurological disease and was forced to become housebound, so turned to Airbnb as a way of bringing the outside world to her (skip to 2.30 to hear her story).

Airbnb also include their audience in other ways, like their short film made entirely from crowd-sourced vines. The company invited followers to share their vines so they could be compiled into one short film. Over 100 Viners all over the world had their submissions included in the video. Not only is it the first crowdsourced vine ever made, it has made people feel as though they’re a part of Airbnb’s story – enhancing the company’s community feel.

Dove: find a cause your audience is passionate about

Dove has been incredibly successful with their campaigns about being body positive and encouraging natural beauty. The company has created a number of videos that promote these messages, usually accompanied with a hashtag for users to join the conversation on Twitter. The clips are very effective at promoting their brand and usually gain a huge number of likes and shares, like this video, which is now up to over 67 million views.

These campaigns are particularly clever because they have established a relationship with their followers without having to push their products at all. The hashtags Dove assigns to each campaign invite followers to share their own stories and support the message of body positivity. Rather than just following a brand or its products they are supporting a cause – which makes users much more inclined to engage.

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Amber Denny About the author