The shape of social media has changed SO much since I started in the industry 10 years ago (god that makes me feel old). Back then, Facebook was the pinnacle platform, Elon Musk wasn't even on the radar, and adding the Valencia filter to your Instagram photos was a must.
Over those 10 years, I've watched businesses grapple with how to utilise social media for marketing purposes with the understanding that the platforms weren't originally intended for brands, they were intended for individuals to be... well... social. 10 years ago, we were trying to actively hide the fact that behind every brand account, there was an individual sitting behind a computer in an office somewhere. We used formal language and a polished brand persona that left little sense of a human being and more of the feeling of being addressed by a robot.
Today I scrolled through my TikTok feed and saw Ryanair arguing with their followers in the comments and Duolingo threatening to kidnap anyone who deleted their app. I watched Gymshark complaining on threads about how there's yet another social media platform to post on, and The Washington Post team dress up as Barbie for a news story. What do all of these posts have in common? Well other than being utterly unhinged, they also utilise a similar strategy. They've let their social media managers loose. Their social media managers are now the main character in the story of their brand. Not just a supporting one.
To some brands, this might seem like a terrifying prospect. There might be hate comments and lawsuits swimming in front of your eyes. But actually, there are some really smart aspects to this strategy.
- Letting a social media manager become a main character makes your content feel like following a friend instead of following a brand. Your content is more entertaining and relatable, more human, and doesn't feel like one big advert.
- Handing over the reins to your social media manager means they can react quicker than a cowboy in a Wild West duel. On a platform where jumping on trends quickly is crucial, this could be a superpower.
- You're setting up a degree of separation between your brand and its content. That means your social media manager can push the boundaries a little. They can be controversial and they can have opinions (two things that help with performance on social media). And if those things were to get you in a little bit of hot water, you can throw your hands up and say "It was that outlandish social media manager!"
Personally, I'm revelling in this new age of social media. An age that feels less stifled, stiff and professional. One where the people behind the keyboard are revealing themselves as human beings. What a time to be alive!
Written by Sasha McLeod
Head of Social Media
