The article discusses the innovative approach taken by immi, a ramen brand, in utilizing social media to engage with audiences through a unique interview series called "Ramen on the Street." The series features a host dressed in a ramen costume who asks strangers thought-provoking life questions, creating a blend of entertainment and brand promotion. This strategy has resonated with viewers, leading to comments expressing surprise that the content is associated with a ramen brand. Emely Alba, the Senior TikTok Strategist at immi, explains that the decision to create a separate TikTok account for the series stemmed from the organic success of the interviews on their main account. Initially, the series took nine months to gain traction, but it eventually went viral, showcasing the effectiveness of strategic experimentation in social media marketing. Alba shares insights into the production process, revealing that the series is primarily produced in-house, with Alba and a colleague handling most of the work. They approach people on the street without pre-screening, aiming for genuine interactions. Participants are not paid but receive free samples of immi ramen as a token of appreciation. The interview series has garnered a larger following than the main brand account, prompting discussions about the potential to focus solely on the show. However, Alba emphasizes the importance of maintaining the brand account for diverse content and e-commerce purposes. The article highlights the significance of creating engaging content that provides value beyond mere product promotion. Alba advocates for brands to adopt a storytelling approach akin to television, where entertaining and relatable content can foster a deeper connection with audiences. Despite the challenges of maintaining content quality and adapting to the evolving social media landscape, immi continues to experiment and learn, recently launching a third TikTok account to further expand their reach.

This article shares how to create interactive content that resonates with audiences on a deeper level than traditional social media posts. From quizzes and polls to user-generated content campaigns and giveaways, these innovative approaches not only boost visibility, but also foster a sense of community and brand loyalty.

This interview with marketers from a renowned copywriting agency discusses strategies for crafting compelling social media captions. The interviewees stress the significance of authenticity, clarity, and relatability in engaging audiences and building brand credibility. Brands can create more impactful and memorable content by focusing on genuine communication and avoiding overly sales-oriented or artificial language.

In this interview, Alice Chen, Director of Social and Community at Away, discusses their strategy of creating bespoke briefs for influencers and moving swiftly to capture cultural moments. Examples include their successful campaign with Jake Shane, which used a viral video format, and their Pride collaboration with Willie Norris, which deeply resonated with the community. Chen also stresses the value of treating influencers as true partners and allowing the social team to innovate and react quickly.

This article showcases how brands can turn a piece of content into numerous assets. Lincoln Literacy transformed a 30-minute interview into multiple unpaid channel engagements, including PR features, newsletters, and radio spots. Freshpaint used a webinar with a healthcare lawyer to produce social media posts, Q&A blogs, and videos. M Float repurposed case studies for every stage of the funnel, while Qase transformed case studies into employee advocacy posts.

Instagram launched a new informational interview series featuring a range of creators talking with Instagram development leaders about the platform and their concerns and challenges. The series is designed to provide insights directly from creators on all aspects of growing on Instagram. Topics include effective monetization approaches, community engagement, and AI advances. The first video in the series is included in the article.

The success of South Korean brands lies in their ability to create immersive experiences that engage consumers on multiple sensory levels. Brands such as Gentle Monster and popular K-pop acts use innovative retail concepts, compelling visual design, and cultural storytelling to deepen customer engagement. This focus on sensory immersion not only drives brand loyalty but also cements their influence on the global stage.

Creating engaging social media content is essential for increasing audience interaction and growing your online presence. The key to capturing attention lies in the opening words of your posts, commonly referred to as "hooks." These hooks can significantly influence whether followers stop scrolling to engage with your content or simply pass it by. A well-crafted hook serves as the first impression of your post, enticing readers to delve deeper into your message. For instance, a stylist might start an Instagram Reel with an intriguing statement about a fall trend, immediately piquing curiosity. Similarly, an entrepreneur might share a captivating anecdote about a successful sales meeting, prompting followers to click for more details. The effectiveness of these hooks hinges on their ability to create intrigue and promise valuable content. To write compelling social media hooks, a structured approach can be beneficial. The process begins with selecting a topic that resonates with your audience. Understanding what excites your followers is crucial, which can be achieved by analyzing past posts, observing competitors, or exploring popular discussions in relevant online communities. Once a topic is chosen, the next step is to determine the angle of your hook. This could involve sparking curiosity, promising a story, or leveraging psychological techniques to draw readers in. For example, open loops create suspense by hinting at information that will be revealed later, while the bandwagon effect encourages participation by highlighting trends or popular actions. Storytelling is another powerful technique, as humans are naturally drawn to narratives. A hook that promises an interesting story can captivate an audience, especially if it relates to their experiences or interests. Additionally, social proof can enhance credibility, encouraging readers to engage based on the actions of others. Contrarian statements can also be effective, as they challenge conventional wisdom and provoke thought. However, it’s important to approach these carefully to avoid alienating your audience. Lastly, tapping into the fear of missing out (FOMO) can compel followers to engage, especially when sharing time-sensitive information or valuable insights. After crafting your hook, it’s advisable to write multiple versions to identify the most effective one. Using power words and keeping the hook concise can enhance its impact. Following the hook, the rest of the post should deliver on the promise made, ideally concluding with a clear call to action that guides readers on what to do next. Analyzing the performance of your posts is crucial for continuous improvement. By examining which hooks resonate most with your audience, you can refine your approach and experiment with different styles. This iterative process will help you better understand your audience's preferences and enhance your social media strategy over time. In summary, mastering the art of writing social media hooks involves understanding your audience, selecting engaging topics, and employing various psychological techniques to capture attention. By implementing these strategies, you can create content that not only attracts engagement but also fosters growth in your online community.

Cava's unconventional approach to social marketing, which uses self-deprecating humor and memes, is driving engagement and growth as it expands geographically. The strategy has proved effective in cultivating a strong and loyal following, particularly among younger demographics. In addition to inside jokes and funny posts, Cava is also collaborating with comedic creators to build a fun brand persona.

Rhym creates interactive and gamified campaigns within minutes, leading to increased engagement and first-party data collection. It offers a library of high-performing templates, including match-3 games, interactive banners, and more. These campaigns can be published to your brand's website, Meta ads, swipe up stories, and SMS/Whatsapp.

This article shares two examples showing how surprising audiences can drive engagement. YouTuber Nikocado Avocado, known for mukbang videos, revealed his 250-pound weight loss after two years of pre-recording content. This surprise sparked debate, as some enjoyed the reveal, while others felt deceived. Another example involves the Cleveland Guardians Hot Dogs, whose social media team embedded Taylor Swift lyrics in 396 tweets over a year, leading fans to uncover the hidden message. Both cases illustrate how long-term planning and surprises can drive engagement through curiosity and the thrill of discovery.

This post shares 6 ways to leverage your story to stand out in today's market. Customers today want to hear from humans and prefer a personal approach. They expect two-way conversations and need to be heavily educated before any direct communication takes place. Humor also goes a long way — tell stories of times when things went wrong or were imperfect.

Robot Food has recently collaborated with the sustainable beauty brand Postcard to create a new identity that encourages consumers to embrace the simple joys of self-care. Originally known as Oasis Beauty Kitchen, Postcard was founded by Hildra Gwee, who started the brand in her kitchen while addressing her own skin condition. The brand has gained popularity in Singapore for its eco-friendly and organic products, focusing on a more authentic approach to beauty that contrasts with the often unattainable standards set by the industry. The rebranding effort aims to resonate with a global audience as Postcard seeks to expand beyond its local market. The creative team at Robot Food faced the challenge of maintaining the brand's sustainable roots while avoiding clichés associated with eco-friendly products. The new identity promotes a philosophy of slowing down and indulging in self-care without excess, aligning with a growing consumer desire for a less pressured lifestyle. Central to the rebrand is the concept of "Wish you were here," which positions Postcard as a sanctuary for self-care, where consumers can escape their worries and embrace a lifestyle of mindful consumption. The visual identity draws inspiration from the idea of postcards, with product names and packaging designed to evoke serene natural locations. The new logo features organic elements reminiscent of vintage signage, while illustrations resemble postal stamps, adding a personal touch to each product. Robot Food has also crafted a unique tone of voice for Postcard, blending romantic and sensory language with unexpected elements to create an engaging experience that challenges conventional beauty narratives. This approach aims to transport consumers to different moments and places, enhancing their connection to the brand. To further bring the brand to life, Robot Food has developed both physical and digital experiences, including a redesigned website and cohesive social media presence. The rebranding positions Postcard not just as a sustainable beauty brand, but as a thoughtful choice for consumers seeking deeper connections in their self-care routines. Hildra Gwee emphasizes the importance of creating a brand that embodies an aspirational lifestyle, demonstrating that sustainability can be both desirable and intentional, rather than merely a guilt-driven choice.

This case study covers how Paragon reaches their target audience of developers, product managers, and startup founders. While Paragon also runs ads on LinkedIn, advertising in TLDR gives them the huge opportunity to connect with their audience—particularly those not active on social media.

This article highlights the rise of employee social ambassadors, with examples of employees using their platforms to share brand experiences. Brands like Shake Shack are leveraging this trend by collaborating with employees and creators to create authentic content. Experts argue that instead of trying to control employee posts, companies should find ways to mitigate risks and harness the authenticity that employee ambassadors bring.

A breakdown of how brands like Jacquemus, Aritzia, and Mush use objects and visuals to break the norms seen on social media. Jacquemus plays around with attention-grabbing images, videos, and lettering in its IG carousels. Aritzia promoted its sale with a video of a girl shopping with a life-size shopping bag as big as her.

Thought leadership content on LinkedIn can be a cost-efficient way to grow your business. Warmly, an outreach tool, used the “build in public” tactic, leading to 8X growth in inbound demo requests. Air, a creative operations platform, created a physical book on creative ops and also leaned into influencer marketing. June.so, a product analytics platform, used product research and insights to generate organic engagement and signups.

Companies like Airbnb rely on AI and social media influencers to create unique immersive experiences.

Most marketing today works by grabbing attention, making you emotional, and turning emotion into action. For this to work, your audience has to trust, like, and relate to you – which is where humor comes into play. One tactic is to make fun of yourself, as IKEA did with a playfully misassembled ad. You can also make extreme and humorous analogies to show how your customer’s life would look without your product. Alternatively, brands can take a bold stance against something in their industry they don’t agree with, as Verizon did with its “one size does not fit all” messaging.

Brands like Graza and Fishwife are standing out with vibrant, Instagram-worthy packaging that breaks from past minimalistic trends. While visually striking designs can capture attention, blindly following trends may not foster long-term brand loyalty. Instead, successful brands focus on unique storytelling, understanding their audience, and differentiating themselves from competitors.

To succeed in the YouTube Shorts feed, ads should mimic the platform's organic content style. Brands can leverage everyday people and influencer partnerships to create authentic, engaging content that resonates with viewers. Incorporating elements like direct-to-camera addresses and calls to action can encourage interaction.

Pixar tailors unique voices and tones for each social media platform it uses to engage specific demographics effectively. On Threads, it adopts a trendy, experimental tone, while TikTok content is aimed at Gen Z with trend-heavy, ‘TikTokish' content. X is used for company updates and trends targeting millennials. Its Instagram account features polished content for a broader audience, and its Facebook focuses on global millennials. This approach increased overall engagement by 47% and resulted in a 126% increase in followers aged 13-25.

A popular tactic currently is "Mini-Games Marketing," where brands use simple games to capture and retain user attention. Inspired by Toggl's "Startup Simulator," companies like LinkedIn, YouTube, and Netflix have adopted mini-games to increase interaction. These games work because they keep users on-site longer, foster brand loyalty (by making users feel understood), and have high viral potential, as players share scores and challenges. Mini-games also stand out by being a more memorable experience compared to traditional content.

This case study looks at the challenge of balancing brand storytelling with effective sales strategies on e-commerce websites. Successful sites need to merge engaging narratives with a smooth, intuitive shopping experience. However, many brands struggle with this balance, often focusing too much on visual appeal or functionality. As customers increasingly arrive directly at product pages via social media or search engines, these pages become crucial in shaping their purchasing decisions. Many sites fall short in key areas like search and navigation.

Joseph Lee, the founder of Supademo, an AI-powered product demo tool, shares growth tactics starting with a 4-step SaaS validation framework. The framework involves problem identification, focus definition, hypothesis development, and solution delivery. Supademo's initial growth relied on unscalable tactics, such as manual outreach and leveraging networks. Viral loops, accounting for 70% of Supademo's acquisition, and SEO, contributing 20-25% of signups, were crucial strategies. Sidecar products (complimentary free tools), co-marketing, and reverse trials also drove growth.

A collection of inspiring, on-brand, and relatable social posts by Instagram, Notion, Hootsuite, and Rhode.

In the ever-evolving landscape of social media marketing, TikTok has emerged as a powerful platform where brands can achieve viral success almost effortlessly. This phenomenon is not just about catchy dances or trendy challenges; it’s about how brands can leverage organic user-generated content to boost their visibility and sales. The article explores how four distinct brands capitalized on viral moments on TikTok, showcasing the importance of being responsive and engaged with their audience. Dr. Scholl’s, a brand traditionally associated with orthopedic footwear, found itself unexpectedly thrust into the spotlight when a TikTok creator showcased their stylish and comfortable sneakers during a European vacation. The video garnered millions of views, leading Dr. Scholl’s to quickly adapt by featuring the viral content on their website and launching new styles to meet the newfound demand. This response not only capitalized on the viral moment but also connected the brand with a younger audience. Stanley, known for its durable drinkware, experienced a viral moment when a TikTok video showed a Stanley cup surviving a car fire, still containing ice. The video went viral, amassing nearly 100 million views. Stanley’s marketing team responded promptly, with the CEO personally reaching out to the creator, showcasing the brand’s commitment to its customers. This engagement not only reinforced the product's quality but also solidified Stanley’s position as a must-have item, especially during the holiday season. The literary world also saw a viral success with the book "Pumpkin Spice Café," which gained traction on TikTok through aesthetically pleasing videos. The book, initially released a year prior, suddenly became a bestseller as TikTok users shared their love for it. The publisher capitalized on this momentum by creating a special edition and engaging with fans, ensuring that the book remained in the spotlight and continued to attract new readers. Lenox, a fine china company, experienced a revival of its Spice Village collection, which had been rediscovered by Gen Z. Fueled by nostalgia and the cottagecore aesthetic, videos showcasing these ceramic spice holders went viral, leading to skyrocketing resale prices. Instead of missing out, Lenox reintroduced the collection, effectively re-engaging with a new generation of consumers. Their strategic marketing efforts included building an email list for pre-orders and maximizing media coverage, ensuring they capitalized on the trend. Across these examples, the common thread is the brands' ability to listen to their audience and respond nimbly to viral trends. They demonstrated active social listening, engaged with their communities, and made swift decisions to leverage their newfound popularity. This approach not only helped them sell more products but also allowed them to connect with younger audiences in meaningful ways. In conclusion, the success stories of these brands illustrate the importance of being attuned to social media trends and the power of user-generated content. By embracing the unexpected and engaging with their audiences, these brands have not only survived but thrived in the fast-paced world of TikTok marketing. Future marketers can learn valuable lessons from these case studies, emphasizing the need for agility and responsiveness in their strategies.

Brands struggle on TikTok due to several key factors: reluctance to embrace unconventional or "ugly" content that resonates with the platform's audience, failure to engage through compelling hooks and in-app styles that disguise branded content, and a lack of strategic posting that prioritizes quality over quantity. Successful TikTok strategies involve leveraging capcut filters, meme-style content, and real-life moments, deviating from traditional brand presentations to capture user attention effectively. Planning content as a social calendar without thoughtful engagement strategies can lead to TikTok penalizing brands by limiting their reach.

59% of consumers report being more likely to buy from a trusted brand. Sephora incorporates customer reviews on its product pages to build credibility. Tripadvisor partners with influencers, using their content for increased visibility, while NP Digital showcases recent awards and client testimonials on its website to enhance trust. Huel displays media logos from reputable publications that have featured its products as social proof. Bizarro Devs leverages its subscriber count to entice new sign-ups, showing a large following.

A case study on Oatly's effective sales copy. Paint a picture of how the product improves customers' lives, beyond the surface-level benefits. Use the same natural writing voice as you use in a blog post so it doesn't come off as salesy. Address objections directly with facts rather than ignoring them. Use conversational words like “we,” “I”, and “you.” Make readers feel good by inviting them in and creating a subtle sense of belonging.