In this section, we’ll look closely at each industry, revealing valuable insights specific to each market.
We also uncover key takeaways so social media marketers can adapt and leverage their strategy.
- Takes risks
- Puts out bold messages and responses
- Shows off a strong personality on Twitter – that gained Ryanair massive engagement on the brand’s recent tweets.
- Appeal to the consumer on an emotional level. A video of a Tesla car on autopilot stopping itself, narrowly avoiding a disastrous accident went viral on social, prompting #tesla to trend on Twitter.
- Celebrity partnership over a cause. Hyundai partnered with BTS on the Goal of the Century campaign, with an ambitious mission “to unite the world of sustainability.” The campaign scored the brand not one, but three top spots on the most popular hashtags list.
Ryanair’s social media team often:
For SMMs who manage accounts with fewer followers, using hashtags strategically can be the thing that ensures your content is seen by the masses.
Pro tip for SMMs: How did some of these brands land the top spots in the list?
Pro tip for SMM professionals:
Who doesn’t like a free product, especially when the time investment is minimal? A lifestyle brand Lynx launched a giveaway on Twitter, exciting and engaging existing followers and attracting new ones with its shiny promise of a handful of free swag.
In fact, sweepstakes was a common tactic among several brands, landing them the top spots in the list of the most mentioned CPG brands, including Gillette and Pepsi.
Pro tip for SMMs:
As defined by Malcolm Gladwell in his book, The Tipping Point, back in 2000, “The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
Today’s business environment is highly competitive. And with consumer behavior more and more influencing how brands are perceived by the public, affecting the bottom line, brands need to cultivate their own “army” of followers who can then help the brands reach their tipping point on social media and beyond.
Poshmark, placing #2 and #3, scored not one but two top spots in the list. The brand’s catchy #shopmycloset hashtag is very personal (“my closet”) and action-driven, getting the brand close to 830k mentions within the first six months of this year – up by almost 16% compared to the previous six-month period.
Pro tip for SMMs:
In the last two years, consumers have gone through a lot with the pandemic, growing inflation, and burnout all coming at once. And any type of content that’s perceived as entertaining and “feels good”, will likely generate high volumes of positive engagement.
Overall, consumers seemed to enjoy events and concerts sponsored by brands in telecoms, and thanked those companies for bringing them joy.