3 Brands Crushing Social Media 💪

Hey 👋

Welcome to Neighbourhood Post issue #44 - easy to implement digital marketing ideas straight through your metaphorical letterbox.

Sorry this one’s a little late - it’s been a busy week.

I thought about skipping a week, but that’s just not on is it. So here’s some learnings you can steal from brands winning on social. 

👉 By the way, if you’ve missed previous newsletters you’ll find them here.

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Who’s getting it right?

There are millions of brands on social media.

But only the top 0.01% are doing it well.

Statistically, you’re probably in the 99.9% who aren’t.

So if you want to join the elite, there are 2 paradigm shifts you’ll need to make:

Firstly, we think social media is a category in itself, but its actually competing with Netflix, TV, and other entertainment sources. Users want to be entertained, inspired or educated.

Secondly, your audience needs come way above your organisational needs.

Both shifts make sense when you think about human behaviour, and “why” we scroll.

With that in mind, here are three brands crushing social media right now:

#1 - Monzo

You’d think the Gen Z / Millennial banking Goliath would pour everything they’ve got into Instagram.

But their experimentation with LinkedIn has born fruit.

LinkedIn should be the last place they’d see success, particularly for personal bank accounts, but here’s why they’re winning:

• They’re understanding where their audience is at (the office!)

• They use language that cuts through the corporate noise of the platform

• They focus on copy, no images - it’s easier to go for volume and see what wins

• They don’t mention their product in their content. Not once.

Let’s say that one more time for the people at the back “they don’t mention their product in their content”.

Here are a few examples:

#2 - Surreal

I did a full breakdown of Surreal’s social strategy here.

But it bears repeating, they’re getting it right because they:

• Nail their positing and tone of voice

• Being audience and platform led

• Combine the offline and online

• Invest in the wider digital journey

A couple of examples:

#3 - Mighty Pursuit

Here’s one I discovered recently; an account/podcast about mind, body and spirit.

I was specifically drawn to their approach to content:

They play with different formats, combinations and media to keep things fresh.

They feature other people’s trending content and put their own spin on it

They nail the combination of entertainment, inspiration and education

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That’s it for this week.

What are your favourite social media accounts of the moment?

I’d love to get some more inspiration.

See you next Friday

✌️

What we’re looking at 👀 and listening to 👂

🎧 Rosie’s been enjoying the Eventful Lives podcast, with the wonderfully named Dodge Woodall. We’re thinking of starting a sister podcast, “Uneventful Lives”.

📖 Jack’s just finished up Slow Productivity by Cal Newport, the writer of the widely acclaimed Deep Work. Jake’s three word review: A Great Read.

Before you go - we’ll never use these newsletters to directly sell you our services, but we’re always here if you need any expertise or support 👍