When and How to Respond to Negative Feedback on Social Media: A Community Management Guide

Let’s face it: social media isn’t always sunshine and rainbows. As a brand, you’re bound to get your fair share of negative feedback—whether it’s a customer who didn’t get their delivery on time or someone venting about your latest product launch. But here's the thing: handling that negativity can be your brand's greatest opportunity for growth and loyalty.

At Random, we believe responding to negative feedback is about showing your audience you care, you’re listening, and you’re committed to doing better. When done right, addressing complaints can actually build stronger, more authentic relationships with your community. But how do you know when to respond, and what’s the best way to do it? Grab your social media toolkit, because we’re about to break it down with some expert insights.

Why Responding to Negative Feedback Matters More Than Ever

We get it—negative feedback can sting. But the real question is: Why does it matter so much?

1. It’s a Trust-Building Opportunity
In a world where consumers crave authenticity, how you handle negative feedback speaks volumes about your brand’s values. According to Sprout Social, 51% of consumers think the most memorable thing a brand can do is respond to customers on social. That means when you address complaints, you’re showing the world that you’re invested in creating a better experience for your customers. Even if you don’t get it right the first time, your genuine efforts will make a lasting impact.

2. Your Brand’s Reputation Is on the Line
Ignoring or mishandling a complaint can turn a small issue into a major PR nightmare. Customers expect brands to be responsive and transparent. Handling it with grace can turn a disgruntled customer into a lifelong fan.

3. It Impacts Your Bottom Line
Social media is often a direct line to your sales and conversions. A well-handled response can boost customer satisfaction, drive traffic, and even increase conversions. By resolving issues publicly and professionally, you build credibility—an essential asset when it comes to customer loyalty and sales.

When to Respond: Timing Is Everything

So, now you know why responding is crucial, but the million-dollar question is: When should you respond?

1. Respond Quickly to Public Complaints

The last thing you want is for a negative comment to sit there unresolved on your social feed. When the feedback is visible to a large audience, it’s time to act fast. Social media is real-time, and customers expect prompt responses. A quick, empathetic reply shows the world that you’re on top of it.

Best Practice: Respond within 2-4 hours when the issue is public. Show you care before things snowball.

2. Step Back When the Tone is Heated

Sometimes a comment comes across as more of a personal attack than genuine criticism. If someone’s clearly venting their frustration, it’s best to step back and take a moment. That’s right—take a breath. Don’t engage in a back-and-forth battle online. Giving yourself time to cool down means your response will be thoughtful, not reactive.

Best Practice: If the comment feels aggressive or emotional, take a pause. Respond calmly, without getting caught in the heat of the moment.

3. Respond When You Have a Solution (Or a Path Forward)

There’s nothing worse than a “we’re sorry, but…” response. If you don’t have a solution ready, it’s better to wait. When you do respond, make sure you’re offering something meaningful—whether it’s a refund, a replacement, or a clear next step in resolving the issue. Empty apologies can make you seem dismissive, so be sure you’re offering a real solution that addresses the customer’s needs.

Best Practice: Wait until you have a clear resolution, and offer concrete steps for how the situation will be handled.

How to Respond: Crafting the Perfect Response

You’ve nailed the timing, but how do you craft a response that turns the tide in your favor? Here’s our recipe for success.

1. Start with Empathy

First things first: acknowledge the frustration. People just want to feel heard. A simple "we’re sorry to hear that" or "we get how frustrating that must be" can go a long way in diffusing the situation. People are less likely to escalate when they feel understood. 

Example:
“Hey [Name], thanks for sharing your thoughts with us. We totally get how disappointing this situation is, and we’re here to help.”

2. Stay Professional, Always

This one’s a no-brainer. Even if the comment is less than kind, maintain your brand’s professionalism. Responding in a respectful and calm manner shows that you’re a brand worth trusting. You’re in control of the conversation, and your response reflects your brand's values.

Example:
“We’re really sorry to hear about the issues you’ve experienced. We take feedback seriously, and we’re committed to resolving this.”

3. Offer a Solution, Not Just Words

After the empathetic acknowledgment, move swiftly into offering a resolution. Don’t leave your customer hanging with a vague promise. Whether it’s troubleshooting, a discount, or a refund, be clear about how you plan to fix things. This builds customer trust and shows you care about making it right.

Example:
“Could you DM us your order number? We’ll get that sorted for you right away, and make sure you’re satisfied.”

When to Hide or Report Comments

In some cases, hiding or reporting comments is the best course of action. Handling this thoughtfully can protect your brand’s image and help maintain a respectful community.

1. When the Comment Violates Platform Rules

Every social media platform has its own set of community guidelines, and as a brand, it’s crucial to uphold these standards. If a comment is hateful, racist, discriminatory, or contains threats of violence, you should immediately hide or report it. 

2. When the Comment is Spam or Fake

Delete or flag any comments that are purely promotional, unrelated, or clearly spammy. It’s better to keep your feed clean and focused on meaningful interactions.

3. When the Comment is Abusive or Personal

Sometimes, the negativity takes a personal turn. If a comment targets an individual employee or crosses into personal attacks, this should be handled swiftly to prevent further harm. Always follow your platform’s rules for reporting harassment or bullying.

What to Avoid When Responding to Negative Feedback

You can’t always control how people feel, but you can control how you react. Here’s what to steer clear of when handling negative feedback:

Community Management: The Secret Weapon

Whether you’re addressing complaints, answering questions, or simply engaging with your followers, each interaction is an opportunity to show your brand’s personality, build trust, and grow your community.

Keep it professional, be empathetic, and always offer a solution. If you do that, you’ll turn those negative comments into positive connections and loyal fans. Need help navigating community management for your brand? Let’s chat.

2025 Pop Culture Events and Moments Social Media Marketers Need to Know

It’s a social media marketer’s dream every year: award shows, highly anticipated TV releases, sports events, and more are brimming with opportunities to create viral content. Pop culture drives trends, memes, and the digital conversations that shape social media every day. For social media marketers, staying on top of these moments is key to riding the wave of relevancy and engagement. Let’s dive into the must-watch 2025 pop culture events and moments that should be on every social media marketer’s radar.

1. Major Award Shows: The GRAMMYs, Oscars, and More

Award season is a content powerhouse for social media marketers, with fans and celebrities alike flooding the digital space with hot takes, memes, and celebratory content. In 2025, key award shows will offer endless opportunities to align your brand with fan excitement and important cultural moments.

Why It’s Important:

How to Leverage It:

2. Major Book, Movie, & TV Releases: The Blockbusters & Binge-Worthy Shows

2025 is shaping up to be an exciting year for movie lovers and binge-watchers alike. From action-packed sequels to highly anticipated superhero films, there’s a lineup of blockbuster releases that will stir up online conversations.

Books to Look Out For in 2025:

Movies to Look Out For in 2025:

TV Shows to Look Out for in 2025:

Why It’s Important:

How to Leverage It:

3. Pop Culture Events: Met Gala, Comic-Con, and More

Pop culture events and music festivals offer perfect opportunities for social media marketers to showcase their brands in creative, timely ways.

Key 2025 Pop Culture Events:

Why It’s Important:

How to Leverage It:

4. International Awareness Days and Months

Social media marketers know that the key to timely content isn’t just big events—it’s tapping into cultural and social awareness days that spark conversations.

Must-Know Days for 2025:

Why It’s Important:

How to Leverage It:

5. Major Sports Events: Super Bowl, Basketball, and More

If your brand has any ties to sports or a broader global audience, major sporting events are unmissable moments for social media engagement.

Why It’s Important:

How to Leverage It:

Plan Ahead for 2025 Pop Culture, But Stay Flexible

2025 is packed with exciting opportunities for social media marketers to leverage pop culture moments and elevate their brands. By adding these major events, holidays, and trends to your content calendar, you can stay relevant, boost engagement, and connect authentically with your audience.

However, the key to success lies in staying agile. Pop culture is unpredictable, and new trends can emerge at any moment. Make sure your content calendar has room for flexibility, so you can quickly jump on whatever comes next—whether it’s a surprise meme or a viral award show moment.As 2025 unfolds, the possibilities for social media engagement are endless. Ready to capitalize on the trends? Let’s chat about how you can build a killer strategy that puts your brand in the spotlight all year long.

Navigating Social Media During Holidays and Global Events: A Guide for Brands

As social media marketers, we’re no stranger to fine lines. One such fine line that brands must walk on social media is whether to comment on certain holidays, days of observance, and current events. While some instances call for a thoughtful response, others may require restraint. 

In this blog post, we’re giving you a handy-dandy guide (you’re welcome!) to know when and how to address these cultural moments on your social media. 

Handling Planned Holidays and Remembrance Days

Knowing Which Holidays to Participate In

“Less is more” is a cliche worth repeating here. You don’t need to post about every holiday under the sun. Seriously, unless you’re running a niche cat meme account (or you’re legitimately a pet company), your audience probably doesn’t need a post for National Cat Day. 

Instead, focus on the holidays that resonate with your audience and align with your brand values.

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A post shared by EVERLANE (@everlane)

Posting Authentically and Creatively

Once you’ve nailed down which holidays to focus on, let’s talk about how to make those posts sing.

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A post shared by SoulMate (@soulmatepetfood)

Handling Somber Days and Remembrance Holidays

When it comes to posting about somber holidays or remembrance days, here are some tips to tread lightly:

Key Holidays and Their Tonal Guidelines

Here are some of the most common holidays and special occasions throughout the year. Once again, choose sparingly and wisely which days to post about! Pick ones that truly matter to your audience, and find a way to connect it back to the mission of your brand.

MonthHolidayTone and Tips
JanuaryMartin Luther King Jr. DayInspirational; focus on community service and social justice initiatives.
FebruaryLunar New YearJoyful and celebratory; share traditions and encourage community engagement.
MarchInternational Women’s DayEmpowering; showcase female leaders within your organization and support women’s initiatives.
MarchHoliColorful and festive; engage with vibrant imagery and share the significance of the festival of colors.
AprilEarth DayInspirational; highlight sustainability efforts and community initiatives.
AprilPassoverRespectful; acknowledge the significance and share educational content about the holiday.
AprilEid al-FitrJoyful and celebratory; share greetings and highlight community events.
MayMemorial DaySomber and respectful; honor veterans and those who served with meaningful content.
MayAsian American and Pacific Islander Heritage MonthCelebratory; showcase diverse stories and contributions of AAPI communities.
JuneJuneteenthEducational; share resources and stories about black history and culture.
JunePride MonthCelebratory and supportive; promote LGBTQ+ initiatives and share stories of advocacy.
JulyIndependence DayPatriotic and community-focused; showcase local events or initiatives that celebrate freedom and unity.
September9/11 Remembrance DaySomber and respectful; honor the memories of those lost with a message of unity.
SeptemberRosh HashanahReflective and respectful; acknowledge the Jewish New Year with messages of hope.
SeptemberYom KippurSomber; share messages of reflection and atonement in a respectful tone.
OctoberDiwaliJoyful and colorful; highlight the significance of the festival of lights and promote inclusivity.
NovemberThanksgivingGrateful and warm; share messages of thanks and community support, perhaps highlighting local charities.
NovemberNative American Heritage MonthEducational; share stories and contributions of Native American communities.
DecemberChristmasJoyful and festive; promote community involvement and giving back during the holiday season.
DecemberHanukkahCelebratory; share educational content about traditions and promote community togetherness.
DecemberKwanzaaCelebratory; highlight the principles of Kwanzaa and promote cultural heritage.

Pro Tip: We love checking Sean’s Cultural Moments Encyclopedia to see all (and we mean ALL) the holidays and events that might be relevant to our audience as we’re brainstorming content ideas.

Handling Unexpected Global, National, or Local Events and Disasters

Identifying Relevant Events

For brands operating on a global scale, staying informed about current events is vital. Here’s how to determine if an event relates to your brand:

Should Brands Comment or Stay Silent?

Deciding whether to comment on global events can be tricky. Here are some guidelines:

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A post shared by 400H Apartments (@live400h)

Examples of Good and Bad Brand Responses

Good Examples:

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A post shared by Ben & Jerry's (@benandjerrys)

Not-So-Good Examples:

Navigating the waters of social media during holidays and global events requires a delicate balance of authenticity, empathy, and brand alignment. By carefully choosing when to post and how to engage, brands can foster genuine connections with their audience. Remember, building community is more valuable than making a quick sale.

Need help taking your social media to the next level? Reach out to the RANDOM team today. 

The Death of Instagram Squares and More Social Media Sizing Updates

With platforms constantly tweaking their layouts and features, it’s time to get your posts in shape. Let’s dive into the latest social media post size updates and best practices for Instagram, LinkedIn, and TikTok.

Instagram has always been at the forefront of visual trends, and it’s not slowing down. The latest buzz? Adam Mosseri, Instagram’s head honcho, has announced that Instagram is testing a new profile grid view. Unlike the classic square format, this new view will showcase posts in portrait mode. This move aligns with the rising trend of portrait content and reels dominating the platform.

As of writing this blog, the switch hasn’t officially been rolled out on all accounts, but it’s a good possibility that this will happen in the near future. To stay updated on the latest news, follow us on Instagram. 

What This Means for You:

1. Go Portrait or Go Home: In case it hasn’t been clear, Instagram is pushing hard for full-screen experiences. Start embracing portrait (4:5) formats for your regular posts. Even if Instagram doesn’t permanently change profile grid views, this format is quickly becoming the standard. 

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A post shared by Nike Football (@nikefootball)

2. Reel-In Your Audience: Reels continue to reign supreme. Ensure your content is optimized for vertical viewing to capture those precious engagement metrics.

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A post shared by Crumbl Cookies (@crumblcookies)

3. Consistency is Key: While you adapt to these changes, keep your branding consistent. Portrait posts should align with your overall aesthetic and messaging. Even when sizes change, authenticity should still live at the center of your Instagram strategy.

Best Practices:

LinkedIn: Navigating New Link Post Sizes

LinkedIn is continually refining its user experience, especially with how link posts are displayed. Here’s what’s new and noteworthy:

Image Posts:

Video Posts:

Best Practices:

  1. Embrace the Caption: Use the caption area effectively to include your link and a compelling call-to-action.
  2. Visual Appeal: Stand out with high-quality visuals since the link preview is now quite small and a wider variety of visual content is being posted.

TikTok: The Evolution of Video and Carousel Posts

TikTok initially locked us into 9:16 video formats, but things have evolved. Here’s what’s happening:

Video Formats:

@haileygrahammm

landscape video tutorial and everything you need to know to have success with this new feature 💭🗣📌 3 things to avoid doing | @HAILEY G | social media 📌 #landscapevideos #tiktoktutorial #tiktokupdate #tiktokgrowthtips #howtogrowontiktok #tiktokgrowthstrategy #socialmediamarketing #socialmediatips #marketingtips #digitalmarketingtips #digitalmarketingsecrets #contentcreation #contentcreatortips #content #contencreator

♬ original sound - Hailey | ONLINE HUSTLES 💸

Best Practices:

  1. Experiment with Formats: Utilize both vertical and horizontal videos based on your content goals.
  2. Leverage Carousel: Engage users with carousel posts, allowing them to swipe through multiple images or videos.

Embrace these changes and keep your content fresh and captivating! Need help taking your social media to the next level? Reach out to the RANDOM team today. 

Has Instagram Lost Its Authenticity?

If you’re fatigued from the constant changes every time you open Instagram, you’re not alone. From Notes to 20-photo carousels to the death of the classic square grid display, it’s easy to get overwhelmed.  

With all these changes, we’ve been wondering…has Instagram lost its authenticity at this point? Is the platform catering to the success of influencers and content creators too heavily? Let’s dive into how Instagram’s platform and user sentiment have changed over time - and what it means for the future of social media. 

The Early Days: Instagram’s Authentic Charm

In 2010, Instagram was born as a humble photo-sharing app. Remember the good old days when the app was just about capturing everyday moments and sharing them with a close-knit circle of friends?

Think of it as a digital scrapbook where filters were a fun add-on rather than a necessity for polished content.

In the early days, users shared spontaneous snapshots of their coffee or sunsets, accompanied by quirky captions. There was a charm in the simplicity. 

Screenshot showing the old Instagram layout with filtered selfies and photos of food and landscapes.
Image source: Not Dressed As Lamb

Users interacted in a genuine way, not worried about engagement or algorithmic ranking. This was before Stories, before IGTV, and definitely before Reels. It was a time when the platform's core value was personal connection, not performance metrics.

For example, consider the early success of Instagram’s "Rise" filter, which became iconic for enhancing photos with a warm glow, adding a touch of magic to everyday images. It was straightforward, fun, and completely in tune with the platform’s original spirit of sharing real-life moments.

Screenshot showing the before and after of applying Instagram's old "Rise" filter to a photo.
Image source: Business Insider

The Shift: From Authenticity to Algorithm

As Instagram grew, so did its features - and with that, the complexity. 

The shift began with the introduction of algorithm-driven feeds. No longer were posts shown in chronological order; instead, algorithms started prioritizing posts based on engagement metrics such as likes, comments, and shares.

Enter the era of Stories, IGTV, and Reels. These features were designed to keep users engaged and maximize screen time, but they also transformed the platform’s essence. 

Now, Instagram was not just a place to share life’s moments but a battleground for attention. Influencers and brands jumped on the bandwagon, eager to leverage these new tools for visibility and revenue.

Headline of an article from 2020 announcing Instagram's launch of Reels.
Image source: The Verge

Another instance: the rollout of Instagram’s Explore page, which uses an algorithm to recommend posts based on user behavior. 

While it helped users discover new content, it also meant that visibility became less about genuine connections and more about mastering the algorithm’s whims. 

Even today, it’s forcing social media managers and influencers to question: “What does the algorithm want today?” We’re all just tip-toeing around this beast that is the algorithm, hoping we’re feeding it the right thing to succeed. 

This shift has led to a platform that feels more like a marketing funnel than a community space. This might be great for the brands and creators at the very top who see the big money, but what about the rest of us just trying to make an impact and connect genuinely with our communities?

The Impact on Everyday Users: Feeling Left Behind?

The changes have had tangible effects on regular users. 

The introduction of algorithmic changes and monetization features often means that personal posts get less visibility compared to sponsored content. This shift can leave everyday users feeling like their authentic posts are lost in a sea of professional content.

Just check out the comments on many of Adam Mosseri’s (the head of Instagram) posts. 

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A post shared by Adam Mosseri (@mosseri)

Users are becoming frustrated with the amount of changes and the often contradictory advice coming from Mosseri. One user even claims, “this man killed Instagram.” 

Finding Balance: Can Instagram Reclaim Its Authenticity?

Despite the changes, there are still ways to navigate Instagram authentically.

For brands and influencers, the key is to maintain a genuine connection with your audience by focusing on meaningful content that resonates with your followers. This means sharing behind-the-scenes moments, engaging directly with your audience, and staying true to your brand’s voice.

For everyday users, embracing the platform’s new features while staying true to your personal style can help you maintain authenticity. Use Stories and Reels to share genuine moments, and don’t feel pressured to conform to trends if they don’t align with your personal expression.

We have to admit, Instagram isn’t the sole “bad guy” here. Perhaps these changes are all just a sign of the times in the world of social media and digital marketing. People are starting to have highly lucrative, full-time social media careers. Of course the social platforms themselves want a piece of the pie. And unfortunately, that means changes for everyone who uses the (yes, still free) platforms. 

We’re here to keep an eye on the updates that are always happening across social media and help you make sense of them. We’re all in this together, after all. Let’s chat about how we can help!

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What Can Digital Marketers Learn from BookTok?

If you haven’t gotten hooked on watching BookTok videos yet, you’re really missing out. Whether you’re a book lover or not, you should be keeping an eye on it. There are some valuable lessons we can all learn from BookTok's successes and how brands have embraced the trend in their marketing strategies. 

What Is BookTok?

BookTok refers to a popular niche on TikTok where users create and share content related to books and reading. This trend, which emerged around 2020, features a wide range of book-related content, including:

@mias.bookcase

DISCLAIMER: if you like any of the books that i did not rate 5 stars, it does NOT mean that they were not good! they just didn’t reach my personal expectations 🙂 (which could’ve been really high) #booktok #books #bookrecs #belladonna #everysummerafter #theybothdieatthenend #thesevioletdelights #oneofusislying #agggtm #caraval #redqueen #fourthwing #powerlesslaurenroberts #unhoneymooners #shatterme #renegadesmarissameyer #heartlessmarissameyer #oneformyenemy #theatlassix #wewereliars #ifwewerevillains #acomaf #acotar #divinerivals #thecruelprince #thenaturals #belladonnaadalyngrace #theprisonhealer

♬ way down we go - กระโปก

It’s a space where passionate readers, avid book reviewers, and even authors come together to celebrate literature. 

The platform has become a hub for book enthusiasts looking for their next great read and a place where trends in reading and book culture are born.

@emmahalbrook

Popular BookTok Books: Yes or No? 📖✨💅🏼 #booktok #booktokbooks #bookrecs #bookrecommendations #fantasybooks #romancebooks #thrillerbooks #darkromance #bookish #girlswhoread #yesorno #kindleunlimited #foryou

♬ original sound - Emma Halbrook

Why Has BookTok Grown in Popularity?

BookTok's meteoric rise can be attributed to several key factors:

  1. Authentic Recommendations: Unlike traditional advertising, BookTok content is often created by genuine readers who share their unfiltered opinions. This authenticity resonates with viewers who trust peer recommendations more than promotional pitches.
  2. Engaging Content: BookTok creators use creative and engaging formats to discuss books, from catchy reviews to humorous skits about reading habits. This engaging content captures attention and keeps viewers coming back for more.
  3. Community Building: The platform fosters a strong community among book lovers. Challenges, read-alongs, and themed discussions create a shared experience, encouraging users to participate and engage with the content.
  4. Viral Potential: TikTok’s algorithm rewards engaging content with high visibility, allowing BookTok posts to quickly go viral. This viral nature helps books gain widespread attention in a short amount of time.
@bnnewportbeach

We are finally posting Tik toks again!!!!! But honestly who else wants to see this happen? #acotar #booktok #feyre #rhysand #sarahjmaas #newportbeach #fyp #barnesandnoble #bnn #TimeWarpScan

♬ verified ppl r using this im crying buh bye - 🔥🔥

How Publishing Companies Are Embracing BookTok

Publishers and authors have quickly recognized the potential of BookTok to boost book sales and engage with readers. Here’s how they’re capitalizing on this trend:

1. Partnering with Influencers: Publishing companies are collaborating with BookTok influencers to promote their books. These influencers have large, dedicated followings and their endorsements can drive significant sales.

@briannas.bookshelves

Thank you so much Penguin Random House for these free copies!! #booktok #readersoftiktok #bookish #bookmail #bookmailisthebestmail #bookmailunboxing #penguinrandomhouse #partner #gifted #prpackage #books #newbooks #bookhaul

♬ original sound - Brianna | BookTok

2. Running Campaigns and Challenges: Publishers are creating campaigns and challenges tailored to BookTok’s style. These initiatives encourage users to create content around their books, increasing visibility and engagement.

3. Leveraging User-Generated Content: By encouraging readers to share their thoughts and reviews, publishers tap into authentic user-generated content that acts as social proof and increases credibility.

4. Tracking Trends: Publishers are closely monitoring BookTok trends to inform their marketing strategies. They adapt their campaigns based on what resonates with the audience, ensuring they stay relevant.

Why We Think Digital Marketers Should Learn from BookTok

  1. Embrace Authenticity: Authenticity from brands is harder to come by than it should be. Like BookTok, successful digital marketing relies on authenticity. Genuine, relatable content often performs better than overtly promotional messages. Brands should aim to connect with their audience in a real, meaningful way. 
  2. Leverage User-Generated Content: Encourage your audience to create and share content related to your brand. User-generated content not only boosts engagement but also serves as powerful social proof.
  3. Create Engaging and Shareable Content: Focus on producing content that is informative, engaging, and shareable. Utilize creative formats and storytelling to capture attention and encourage sharing.
  4. Monitor Trends and Adapt: Stay on top of trends within your industry and be prepared to join in at a moment’s notice. Just as BookTok trends shift, digital marketing trends can change rapidly, and flexibility can help you stay ahead.
  5. Build a Community: Foster a sense of community around your brand. What is your audience truly passionate about? How can your brand amplify it? Engage with your audience through interactive content and discussions to build strong relationships and encourage loyalty.

BookTok’s success offers digital marketers valuable insights into effectively engaging with audiences and leveraging content for maximum impact. 

As BookTok continues to shape the future of book marketing, its lessons resonate across all digital marketing arenas.

If you’re ready to transform your digital marketing efforts, we’re here to help. Learn more about how we can work together.

Is Snapchat Social Media? A Look into Snapchat’s Early 2024 Advertising Campaign

If you’ve passed by one of the billboards - shown above - or have seen the television commercial that reads “Less social media, more Snapchat,” and made a skeptical face, you’re not alone. 

In an *interesting* move in February of 2024, Snapchat launched a fresh advertising campaign that bypassed traditional digital channels in favor of billboards and television spots. 

The tagline “Less social media, more Snapchat" encapsulated a deliberate effort to redefine its brand identity. But is Snapchat truly just another social media platform? Let’s find out.

Redefining Snapchat: Beyond Social Media

Snapchat, traditionally seen as a social media giant, pivoted with this campaign to position itself as more than just a digital app. 

This video spot was launched around the time of the Super Bowl and now has over 72 million views. The description of the video reads, “On Snapchat there’s less of the things you don’t like about social media and more of the things you love about sharing bits of your funny, messy, exciting, boring, beautiful, heartbreaking, crazy and real life with the people who matter most to you. https://www.MoreSnapchat.com” 

We’ll just say it - it’s a really bold move to be a literal social media platform (and one of the fastest-growing in history at that) and imply that you’re not a social media platform. 

Navigating Social Media's Reputation

Social media platforms have increasingly faced criticism for issues such as data privacy, misinformation, and addictive behaviors. 

By distancing itself from negative perceptions associated with digital platforms, Snapchat may attract younger demographics seeking privacy and more short-lived content experiences.

Platforms like Facebook and TikTok have struggled with public trust due to data breaches and algorithm controversies. 

Snapchat hasn’t had the greatest reputation either, with many users calling out its potentially dangerous aspects. 

Snapchat is a dangerous app and nobody seems to talk about it
byu/Redditormanguydude inunpopularopinion
@youthpastorryan

No platform is safe for this but imo @snapchat is impressively bad. Stay safe out there.

♬ original sound - Ryan Kelly

And with full-on research studies now showing links between social media use and mental health issues in teens, Snapchat’s campaign seemed to intentionally try to distance itself from these rising concerns. 

But in this campaign, Snapchat is claiming they are the “good” social media, but not providing any evidence to how they protect from the “bad” side. This left some observers - even outside the realm of social media expertise - confused and frustrated about the campaign’s effectiveness. 

Effectiveness of Non-Digital Messaging

In addition to the ads’ messaging, Snapchat’s shift to non-digital mediums also suggests a rebranding effort.

This move aims to capture the attention of a broader audience beyond its core digital user base.

For example, while Facebook and Instagram dominate the digital ad space with targeted ads based on user data, Snapchat’s approach with billboards and TV spots tried to appeal to a wider demographic that may not engage with social media as frequently. 

By appearing in physical spaces, Snapchat enhances its brand visibility and reinforces its presence in the minds of potential users who might not be active on digital platforms.

The effectiveness of Snapchat’s non-digital strategy hinges on its ability to transcend the digital noise and reach consumers in tangible, real-world settings. 

For instance, Snapchat’s billboards in high-traffic areas and TV commercials during popular shows - and even the Super Bowl - target audiences when they are not actively browsing social media.

Success in Cross-Medium Advertising

The question remains: Can social media brands effectively use non-digital advertising? Snapchat’s campaign serves as a test case.

 By diversifying its marketing mix to include billboards and TV ads, Snapchat not only broadens its reach but also explores the effectiveness of cross-medium strategies. 

While we can’t see the internal numbers to prove the effectiveness of this campaign, we can definitely admit it got a lot of attention. Maybe that’s all they were going for, at the end of the day. 

As social media platforms redefine their roles in the digital age, Snapchat’s different approach may pave the way - for better or worse - for others seeking to redefine their identities. 

How will social platforms continue to evolve their branding amid the growing concerns about social media safety? We’ll be here to watch it all go down. 

Looking for more guidance on handling social media marketing for your brand? Reach out to our team below to get started.

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Reflecting on 9 Years of Pride Month Marketing: Brand Evolution, Successes, and Challenges

We’re just one year out from the 10th anniversary of the landmark Supreme Court decision that legalized same-sex marriage in the United States. Where big brands once ignored the LGBTQ+ community, this court decision opened doors for businesses to intentionally seek out and market to queer audiences. 

Since then, brands have played a significant role - for better or worse - in shaping the narrative around Pride Month every June. 

Take a journey with us to explore how Pride Month marketing has evolved over the years. We’re diving into the biggest successes, the biggest failures, and where brands need to go from here. 

Early Years of Pride Month Marketing

The Obergefell v. Hodges decision ruled in favor of same-sex marriage on June 26, 2015. In the early years following this decision, Pride Month marketing efforts from brands were often superficial and lacked genuine engagement with LGBTQ+ communities. 

The rainbow-washing had begun. Brands were often releasing new versions of their products covered in rainbows or cringey Pride-related designs. What was missing? Significant contributions to the LGBTQ+ community. 

Let’s take a look at a couple brand campaigns from past years that embody this early sentiment around Pride Month marketing.

Skittles, 2016 

For Pride in London, Skittles briefly redesigned their packaging and candy to black and white, in the name of “giving up their rainbow.” 

For years, Skittles had already been centering their advertising on their slogan “Taste the Rainbow.” But when the opportunity came along to play up the Pride Month rainbow aesthetic, the brand took a more creative route. “Only one rainbow matters,” their campaign said. 

We won’t lie, the messaging was smart. We’ll give them props for doing more than just slapping an extra rainbow on top of their normal rainbow and calling it a day. 

But by sacrificing their signature branding in the name of giving the spotlight to the LGBTQ+ community, Skittles played a performative martyr role. It was giving “Look at how great of allies we are”-vibes. In essence they were explicitly acknowledging the queer community, but mostly promoting a gimmicky product without meaningful action.

Spoiler alert: we see Skittles evolve this campaign over the years as cultural mindsets and standards start to shift. More on that later. 

Burger King, 2022

In June 2022, the Instagram account for Burger King Austria shared a post advertising their Whopper with either two top buns or two bottom buns.

View this post on Instagram

A post shared by BURGER KING® Österreich (@burgerkingaustria)

(Note that the post is still live. Brave.)

The post went viral, and not in a good way. Criticism for this post came from across the globe, with queer individuals calling the post tone-deaf. 

The agency behind the post issued an apology, saying they “didn’t check well enough with community members on different interpretations of the Pride Whopper.”

With this apology, however, came feedback from some LGBTQ LinkedIn users actually defending the ad. “People need to take a joke and not have a competition of who can be the wokest of the woke. If I was at your agency, it would have my big gay approval,” said one commenter. 

Needless to say, this Instagram post created a lot of division in both the LGBTQ+ community and the marketing industry. How far is too far? Is edgy humor allowed to play a role in Pride Month marketing? How deeply should LGBTQ+ people be consulted before these campaigns go live? These are all difficult questions that marketers today must face. 

Let’s take a look at some examples of how these questions might be answered. 

Recent Evolutions of Pride Month Marketing 

With years of trial and error under their belts, many brands have continued to improve their Pride Month digital campaigns, especially as consumers expect more significant, thoughtful campaigns. 

Time to revisit our good friends at Skittles. 

Skittles, 2023

In the years after their first “give back the rainbow” campaign, Skittles has stepped up their game. They have contributed profits from their Pride packs to LGBTQ+ organizations and began to partner with LGBTQ+ individuals. 

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A post shared by SKITTLES (@skittles)

For Pride Month in 2023, Skittles launched their campaign, “There’s a story in every rainbow.” 

The brand partnered with queer artists to design special edition packs of Skittles. They also partnered with non-profit GLAAD to uplift the real stories of LGBTQ people. 

Seven years out from their original Pride marketing, Skittles has come a long way. They’ve worked to de-center themselves and instead give the spotlight to queer artists and individuals who deserve to have their voices heard. 

Abercrombie, 2023 

The rise of influencer marketing has opened up new opportunities for brands to join in on Pride Month marketing while centering queer voices. 

@lukewesleypearson

PROUD YEAR-ROUND 🏳️‍🌈🏳️‍⚧️ @abercrombie • what an absolute honor to be in company with such incredible people in our community celebrating who we are and who we love ❤️ #abercrombiepartner #prideyearround #transman #lgbtqiaplus #transpride #pride

♬ original sound - Luke Wesley Pearson

For Pride Month last year, Abercrombie partnered with trans TikTok influencer Luke Wesley Pearson to do a photoshoot with their Pride collection, prompting behind-the-scenes footage. 

Influencer marketing is impactful for boosting credibility and connecting with your audience in a more genuine way. This marketing tactic from Abercrombie is a great example of how consumers resonate more with influencers than in-your-face rainbow washing from brands. 

The North Face, 2023

In a year when drag was under attack in politics, The North Face stood their ground with the community by partnering with drag performer Pattie Gonia. 

View this post on Instagram

A post shared by Pattie Gonia (@pattiegonia)

Other brands that have tried to use humor in their Pride Month marketing have faced negative feedback. This campaign allows Pattie Gonia’s personality and comic skills to shine, using humor in a way that genuinely connects with the target audience. 

Present and Future Challenges for Pride Month Marketing

Consumers are holding brands to higher standards, expecting to see monetary contributions to LGBTQ+ organizations and collaborations with queer influencers. They’re also calling for brands to celebrate Pride and uplift queer voices throughout the entire year, not just when it’s convenient in June. 

Bottom line? People want to see that brands actually care and are making a legitimate difference.

However, recent political shifts have made matters harder for brands. 

In 2023, a record 510 anti-LGBTQ bills were introduced in legislatures across the United States - nearly three times that in 2022. There have been heavy focuses on attacking healthcare for transgender youth, restricting discussions about sexual orientation and gender identity in schools, and banning drag performances. 

These far-right sentiments have made deep impacts on the world of marketing. In May 2023, Target’s Pride Month merchandise received violent criticism from conservatives online, calling for boycotts of the store and even making threats against employees. 

In response, Target pulled Pride Month from some of its stores, prompting criticism from the LGBTQ community. This year, Target announced once again they’d only sell their Pride merch online and in select stores. 

This is one of the biggest challenges brands face in today’s cultural and political climate. What’s the perfect balance between being true allies in the fight for LGBTQ rights and avoiding backlash? 

The truth is, brands must decide what they care about more: profits or people. 

Looking for more insights on the evolution of digital marketing and how your brand can level up? Reach out to our team at Random below. 

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