At Brokaw, we simply adore authenticity: in our Bubble Boy Hockey arena, in our Brosgiving celebrations, and definitely on social media. Since cultivating a unique, entertaining voice is your best chance to stand out amongst a sea of amazing content care of Gen Z, here’s what the best brand personalities have in common.
Nothing triggers scrolling fingers like seemingly auto-generated posts touting DEALS, DEALS, DEALS! The Web is like the Wild, Wild West in that it allows you to interact screen-to-screen with your customers in real-time. Whether you’re helping to troubleshoot or addressing universal truths (like theater kids overtaking Denny’s post-show), write like a real-life person.
Anyone can boost their followers with a couple of Russian bots. But only next-level artistes can garner an actual following, as is the case with Slim Jim’s Long Boi Gang. (It’s a whole thing.) Such is the power of constantly making memes about gas station jerky. When your product—whether it be meat sticks or the world’s best coffee—shapes your voice, your accounts become a whole lot more “you.” And caffeinated to the max.
As a wise piece of TJ Maxx wall art once said, “If you stand for nothing, you’ll fall for anything.” Which is why the best brand accounts have an archenemy. For Sunny D, it’s the moon. For MoonPie, it’s the sun. (And yet, they manage to co-exist—a breath of fresh air in a sometimes-vitriolic digital swamp!) Maybe your brand isn’t throwing hands at a celestial body, but it’s important to remind your followers that you can help them with a problem. Even a hyper-specific lunar phobia.
Feel free to share the above with your most #filtered friends and keep keeping it real.
Have a 100% legit weekend, everybody!
—Your brutally honest friends at Brokaw