3 Brands Winning the Social Media Game

By now, we all have a pretty good idea of what not to do on social media. What’s harder is getting it right, creating a strong brand presence that resonates with potential customers without being too corporate or salesy. If you’re in need of some fresh social media strategies, turn to these brands for inspiration.


Let’s be honest; Nike’s marketing has been on point for decades. From “Just Do It” to addressing racial inequality with grace and finesse, the athletic brand certainly knows how to make a good ad. Still, even with a high bar to clear, Nike’s Instagram feed exceeds expectations by not just sticking to its commitment to social justice but showing athletes of all sizes, colors, and body shapes.

As Nike founder Bill Bowerman once said, “If you have a body, you are an athlete.” However, getting into athletic activities and finding the right workout regime can be intimidating. Nike’s Insta creates a welcoming environment where anyone can truly be an athlete – with the right equipment, of course. Given that the brand has over 121 million followers on Instagram, it’s safe to say that Nike’s approach to inclusion and equality has struck a chord.

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We’re officially in the era of snarky fast-food marketing, and Wendy’s is leading the pack on Twitter. The brand’s bio says it all, perfectly encompassing the attitude while still promoting its products: “We like our tweets the same way we like to make our hamburgers: better than anyone expects from a fast food joint.” The social media team uses a variety of clever strategies, from streaming video games and hyping “spicy nuggs” to dunking on followers and competitors.

As a result, the account now has 3.7 million followers, edging out rival brand, McDonald’s, and nearly doubling the reach of Burger King’s Twitter feed. This tour de force of brand awareness has been especially popular with the ever-important millennial and Gen Z audiences, with both demographics reporting increased favorability year over year in 2019. Who knew that red-headed, pigtailed mascot was so full of sass?

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Fall Guys

Unless you’ve been living under a rock without Wi-Fi, you’ve likely seen Fall Guys, even if you’ve never played it. The online multiplayer “party royale” game features top-heavy bean-shaped characters running and jumping through brightly colored competitive courses, but only the last player standing gets the crown. While the game is a ton of fun in its own right, much of its success can be attributed to Oliver Hindle, the man behind the Fall Guys Twitter account.

In under two months, Hindle has helped Fall Guys reach unprecedented popularity for developer Mediatonic, growing the Twitter account to 1.5M followers. By giving codes to streamers and influencers, Mediatonic made Fall Guys a hot topic before it even launched; it’s since become the most-watched game on Twitch.

Hindle also used the Fall Guys Twitter account to raise $1M for charity when he wasn’t busy dunking on cheaters, players without wins, and the unfortunate yellow team. Now players have taken to Twitter and Reddit to share their own victories, defeats, and memes, keeping Fall Guys culturally relevant even after the launch excitement settled down.

It’s not easy to maintain social media success, especially as a corporate brand with something to sell. These companies show how developing a strong brand identity – and sticking to it – is ultimately one of the most important parts of any social strategy. Beyond that, you can’t go wrong by being inclusive and funny, and just about everyone appreciates a good meme.


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