Northern Powerhouse

The Business Northumberland blog

We run multiple social media platforms, Facebook, Twitter, LinkedIn, Instagram, so by default, we spend a lot of time on social media – which is when we came across this tweet;

Which got us thinking how some brands have superior social media strategies and, more importantly, how we can learn from them!

Innocent Drinks

Seen as they were the initial inspiration for this blog, it seems only fitting to start with them.

Innocent have long been advocates of fun marketing – ever read one of the labels on their bottles? Or event turned one upside down to read what’s on the bottom?

The key is that they don’t take themselves too seriously, they inject humour into their feed and regularly refer to current events. Here are a few examples;

They still tweet about their products but because they focus being light-hearted, it doesn’t feel like you’re constantly being sold to.


Like many brands with a premium product, their Instagram page(s) are highly stylised.

However, one thing they do well is encouraging staff to use the #lifeatloreal hashtag.

Customers love a peek ‘behind the scenes’ but, cleverly, it also helps with their recruitment and retention – win win!

Don’t believe us? Just look at one of the comments in this example;

Quite a few different brands use this strategy – L’Oreal are just one – but it’s a proven way of making your customers feel connected to your brand.

Paddy Power

Admittedly, this one isn’t for everyone.

By the very nature of their business, you have to be of a certain age to use their services and therefore, they know their target market is older. In fact, their Twitter bio includes a warning that followers must be 18+.

Alongside the usual commentary of the most popular current betting events, their tone is risky and humorous. It is definitely not for those who are easily offended but it means that they do get a lot of likes and retweets.

Their most popular tweets are definitely their most controversial – we won’t share them here but it illustrates that when you know your audience and you can be more, shall we say adventurous(?), in the content that you share.


This one is a slow burner but it illustrates how subtlety can have a big impact.

The KFC twitter page has 1.29M followers but follows only 11 people.

When one Twitter user looked into this more closely, they tweeted the following;


That one tweet has had 708k likes and 317k retweets and a place in social media strategy history. What’s the lesson here? You don’t always have to go big or brash.

The Kardashian / Jenner's

Love them or loathe them, you cannot deny that each individual member of the family is a brand in their own right – and their social media power is unrivalled.

In February, Kylie Jenner sent out this tweet;

And approx. $1.3 billion was wiped off Snapchat’s market value.

Kylie Jenner is also responsible for 4 of the top 6 most liked posts on Instagram of all time – and that doesn’t happen by accident.

The Kardashian / Jenner’s know that their fans are younger, social media savvy and keen to keep up with the latest trends, so they don’t just sell a product, they sell a lifestyle. In fact, sometimes they do it so well we don’t even realise that we’re being sold to.

It is worth asking yourself how your product or service fits into your customer’s wider lifestyle, and how you can use that to effective resonate with your target audience.

These brands show that there is not one perfect fast-track solution for social media success but by knowing your customer, you’re on the right track.
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