Social media has become an indispensable tool for businesses of all sizes looking to connect with their target audience, build brand awareness, and drive measurable results. As platforms continue to evolve and user behaviors shift, marketers must continually adapt their strategies to stay ahead of the curve.
To help inspire your 2024 social media marketing efforts, we‘ve compiled a list of 10 standout examples from recent years. From viral user-generated content campaigns to impactful influencer partnerships and beyond, these cases demonstrate the diverse ways in which brands can leverage social media to achieve their goals.
We‘ll dive into the specifics of each example, exploring the tactics used, results achieved, and key takeaways you can apply to your own campaigns. Plus, we‘ll share relevant statistics, expert insights, and best practices to help you optimize your approach.
The Power of User-Generated Content
User-generated content (UGC) has become increasingly popular in recent years, and for a good reason. According to a survey by Stackla, 79% of consumers say UGC highly impacts their purchasing decisions, compared to just 13% for brand-created content.
By featuring authentic, relatable content from real customers, brands can build trust, foster community, and drive engagement. Here are three standout examples of UGC in action:
1. Starbucks‘ #RedCupContest
Each holiday season, Starbucks launches its highly-anticipated red cup designs. In 2016, the brand took its seasonal tradition to the next level with the #RedCupContest.
Customers were invited to share photos of their red cups on Instagram for a chance to win a $500 Starbucks gift card. The contest generated over 40,000 entries in just a few days, providing Starbucks with a wealth of UGC to feature across its marketing channels.
2. Aerie‘s #AerieREAL Campaign
American Eagle‘s lingerie sub-brand, Aerie, has built a strong reputation for its commitment to body positivity and inclusivity. Central to this mission is the #AerieREAL campaign, which features unretouched photos of diverse women and encourages customers to share their own unedited photos on social media.
Since its launch in 2014, the campaign has generated over 200,000 Instagram posts and helped drive significant growth for the brand. In fact, Aerie has reported record sales and a 20% increase in AerieREAL members each year since the campaign began.
3. GoPro‘s #GoProAwards
GoPro has built a massive following on social media by regularly sharing stunning user-generated photos and videos captured with its cameras. To further incentivize customers to share their best shots, the brand launched the #GoProAwards.
Each month, GoPro selects the top photos and videos submitted by users and awards winners cash prizes and GoPro gear. This ongoing UGC campaign has not only helped GoPro build a library of incredible content but also fostered a sense of community and brand loyalty among its customers.
Key Takeaways for UGC Campaigns:
- Use branded hashtags to collect and curate UGC
- Encourage customers to share their experiences with your products
- Showcase a diverse range of content to be inclusive and relatable
- Obtain permission before reposting user content
- Reward top contributors to incentivize ongoing participation
Harnessing the Power of Influencer Marketing
Influencer marketing has exploded in recent years, with businesses of all sizes partnering with social media personalities to expand their reach and build credibility with new audiences. In fact, influencer marketing is projected to become a $16.4 billion industry in 2022.
However, successful influencer campaigns require more than just partnering with the biggest names. It‘s essential to find influencers whose values, aesthetic, and audience align with your brand. Here are three examples of influencer marketing done right:
1. Gymshark‘s Athlete Partnerships
Fitness apparel brand Gymshark has built a massive following and a reported $1.45 billion valuation, largely through its partnerships with influential fitness personalities on YouTube and Instagram.
Rather than one-off sponsored posts, Gymshark forms long-term relationships with its athletes, often collaborating on branded collections and featuring them heavily across its marketing channels. This approach has helped Gymshark build a strong community and establish itself as a leader in the fitness industry.
2. Spotify‘s #WeekendAnthem Campaign
To promote its personalized Weekend Anthem playlists, Spotify partnered with influential musicians and celebrities to share their own Weekend Anthems on social media using the hashtag #WeekendAnthem.
Participants included the likes of Chrissy Teigen, Lil Nas X, and Addison Rae, each sharing a brief video showcasing their favorite weekend tracks. This campaign not only generated buzz for Spotify‘s customized playlists but also helped the brand connect with a diverse range of audiences through its choice of influencer partners.
3. Mejuri‘s #MejuriPartner Program
DTC jewelry brand Mejuri has cultivated a network of over 600 influencers and micro-influencers through its #MejuriPartner program. These partners receive a unique discount code to share with their followers, allowing Mejuri to track the sales driven by each influencer.
Rather than focusing solely on an influencer‘s follower count, Mejuri prioritizes working with creators who embody the brand‘s values of quality, simplicity, and inclusivity. This approach has helped Mejuri build a strong, engaged community and drive significant sales through influencer partnerships.
Tips for Successful Influencer Campaigns:
- Look beyond follower count and prioritize alignment with your brand values
- Provide influencers with creative guidelines but allow for authenticity
- Use unique tracking codes to measure the ROI of each partnership
- Foster long-term relationships with top-performing influencers
- Collaborate on content beyond just sponsored posts, such as events or product launches
Engaging Your Audience with Social Media Contests
Contests and giveaways are a tried-and-true tactic for driving engagement and growing your following on social media. In fact, a study by Tailwind found that Instagram posts related to contests receive 64x more comments and 3.5x more likes compared to regular posts.
When executed effectively, social media contests can generate buzz, capture valuable user data, and even drive sales. Here are three examples of brands that have leveraged contests to achieve their marketing goals:
1. Fabletics‘ 12 Days of Giving
Each holiday season, activewear brand Fabletics runs its "12 Days of Giving" campaign on Instagram. Followers can enter to win daily prizes by completing simple actions like liking a post, tagging a friend, or sharing their favorite Fabletics product.
This multi-day contest format keeps followers coming back to the brand‘s Instagram page daily, driving significant engagement and buzz. Plus, by asking followers to share their favorite products, Fabletics gains valuable insights into customer preferences and generates a wealth of UGC to share on its own channels.
2. Hilton‘s #HiltonStory Contest
To celebrate its 100th anniversary in 2019, Hilton Hotels launched a social media contest inviting guests to share their favorite Hilton memories using the hashtag #HiltonStory.
Entrants could win a grand prize of Hilton Diamond status, 1 million Hilton Honors points, and a $5,000 Hilton gift card. This contest not only generated a wealth of nostalgic UGC for Hilton to leverage in its anniversary marketing but also helped reinforce the brand‘s long-standing legacy and emotional connection with guests.
3. Chipotle‘s #ChipotleLidFlip Challenge
In 2019, Chipotle launched the #ChipotleLidFlip Challenge on TikTok, inviting users to share videos of themselves flipping a Chipotle bowl lid onto a burrito bowl, set to the tune of a viral song.
The challenge generated over 110,000 video submissions and 104 million video starts, making it one of the most successful branded challenges on TikTok to date. By tapping into a platform-specific trend and putting a branded spin on it, Chipotle was able to drive massive awareness and engagement, particularly among younger audiences.
Best Practices for Social Media Contests:
- Define clear goals and KPIs for your contest
- Choose a prize that aligns with your brand and appeals to your target audience
- Use a unique, branded hashtag to collect entries and track engagement
- Keep entry requirements simple and platform-specific
- Promote your contest across multiple channels to maximize reach
- Showcase UGC from the contest to extend its impact and reward participants
Tapping into Trends and Cultural Moments
One of the key advantages of social media marketing is the ability to participate in real-time conversations and cultural moments. By staying attuned to trending topics and memes, brands can create timely, relevant content that resonates with their audience and drives significant engagement.
However, it‘s essential to approach newsjacking and trend participation with authenticity and tact. Brands that force their way into unrelated conversations or attempt to capitalize on sensitive issues risk coming across as tone-deaf or opportunistic.
Here are three examples of brands that successfully tapped into trends and cultural moments on social media:
1. Oreo‘s "Dunk in the Dark" Tweet
During the infamous power outage at the 2013 Super Bowl, Oreo quickly tweeted an image of an Oreo cookie in the dark with the caption, "You can still dunk in the dark." This timely, clever tweet quickly went viral, generating over 15,000 retweets and 20,000 likes.
By reacting in real-time to an unexpected event with a simple, on-brand message, Oreo was able to capitalize on a massive cultural moment and generate significant buzz.
2. Spotify‘s #2020Wrapped Campaign
At the end of each year, Spotify releases personalized "Wrapped" playlists and data insights for each user, showcasing their top songs, artists, and genres from the past 12 months. In 2020, Spotify took this campaign to the next level with customized, shareable graphics that users could post on social media.
The #2020Wrapped hashtag generated over 60,000 mentions and 90,000 engagements on Twitter alone, as users eagerly shared their personalized music stats. By tapping into its users‘ love of music discovery and self-expression, Spotify was able to drive massive awareness and engagement for its brand.
3. Denny‘s "zoom in" Tweet
In 2017, a meme format involving zooming in on images to reveal hidden messages began circulating on Twitter. Denny‘s quickly jumped on the trend with a tweet featuring a stack of pancakes with the caption "zoom in on the syrup."
As users zoomed in, they discovered a series of increasingly absurd messages, ending with a plug for Denny‘s $4 All You Can Eat Pancakes promotion. The tweet generated over 120,000 retweets and 180,000 likes, demonstrating the power of embracing a popular meme format with a branded twist.
Tips for Tapping into Trends and Cultural Moments:
- Monitor social media and news outlets for trending topics relevant to your brand
- Act quickly to capitalize on timely opportunities, but avoid forcing your brand into unrelated conversations
- Ensure your content is tasteful, relevant, and adds value to the conversation
- Use relevant hashtags and mentions to insert your brand into the conversation
- Be prepared to respond to any potential backlash or negative feedback
- Measure the impact of your trend participation through metrics like engagement, reach, and sentiment
Conclusion
As these examples demonstrate, social media provides endless opportunities for brands to connect with their audience, showcase their personality, and drive meaningful business results. From user-generated content and influencer partnerships to engaging contests and trend participation, the key is to develop a strategy that aligns with your unique brand identity and goals.
As you plan your 2024 social media marketing efforts, consider how you can:
- Leverage user-generated content to build trust and showcase your products in action
- Partner with influencers who embody your brand values and can help you reach new audiences
- Engage your followers with interactive contests and challenges that drive participation and reward loyalty
- Stay attuned to trending topics and cultural moments, and participate in a way that feels authentic and relevant to your brand
- Continuously measure and optimize your social media performance using data-driven insights and best practices
By staying creative, agile, and customer-centric in your approach to social media marketing, you can build a strong brand community, differentiate yourself from competitors, and achieve your business goals in 2024 and beyond.
