What your brand can learn from celebrities social media management
Lauren Beeching
Let’s be real. Celebrities are generally better at social media and Instagram management in particular when comparing to brands for one simple reason… They’re celebrities, not brands. Fame obviously gives a celebrity an edge over companies on social. But that doesn’t mean marketers can’t learn a thing or two from them.
Just like brands, celebrities have a stake in social media, too. Nowadays, pop singers and movie stars are multi-hyphenate business magnates, running wireless networks, cosmetics brands, and eco-friendly water enterprises.
They’re also mega influencers, promoting everything from Puma sneakers to Butterball turkeys.
We’ve rounded up some of the best star-powered social management on the platforms that brands can add to their Instagram strategies.
1. They get Internet humour
Being funny on the Internet isn’t always as easy than it looks. Many brands have found this out the hard way. Take the Monterey Bay Aquarium, which misfired by describing its otter Abby as a thicc girl.
The funniest celebs know that audience, tone, delivery, and timing matter. A good example of who understands this is Ryan Reynolds, star of Deadpool and owner of Aviation Gin.
Within days of a Peloton exercise bike ad going viral, Reynolds posted a video response ad that put a deadpan spin on the original. The quick turnaround earned Reynolds high praise from fellow funny celebs, including Queer Eye’s Jonathan Van Ness who commented, “This is the funniest quickest best thing ever.”
Humour is not only memorable, it’s a bonafide way to elicit genuine comments or likes.
2. They get that the caption can make or break a photo
If humour works on Instagram, then a caption is a good place to deliver a punchline. It’s also a good place to add context, hype something, or even insert a prompt.
Reese Witherspoon delivers some of the strongest caption form on the platform. Her New Year resolutions post checks off the standard caption rules including tasteful hashtag use and a friendly call-to-action.
3. They know how to work video on social
Many celebrities are just as famous behind the camera as they are in front of it—and they’ve put this talent to use on Instagram.
Jennifer Garner. The Alias and 13 Going on 30 actress has turned social video into a fine art. From episodes of her #PretendCookingShow to her everyday antics Garner’s quirky escapades are so captivating that sites such as Buzzfeed break them down still by still.
Unsurprisingly, Will Smith’s video game is as fresh as it is fly and showcases epic range. Topics range from deep reflections to a wild night a Tokyo’s Robot Restaurant.
More than anything, these videos scream personality. Use video to tell a story, introduce your company, and endear customers to your brand.
4. They take you behind the scenes
Everyone wants to have a peek behind the curtain. Whether it’s the backstage drama behind the gold-tassled drapery of the Academy Awards, or just an unfiltered glimpse into everyday life, celebs can give followers the VIP treatment by taking them behind the scenes.
This concept applies for companies, too. Take your followers on an Instagram tour of your factory to tout your eco-friendly practices, or show them the noteworthy exhibitions and presentations of a conference.
5. They know that it’s all about the face
Instagram is a place where people tend to put their best face forward. No group of people does that better than celebrity models.
Anna Speckhart has been a true role model in this sense, jumping from around 50,000 followers to nearly 80K in a short time with her face-forward feed.
But selfies aren’t only about good looks, which celebrities tend to have in high supply. People connect with faces. A recent study by the Georgia Institute of Technology and Yahoo Labs finds that photos with faces in them are 38% more likely to get likes on Instagram.
6. They answer your questions
For many fans, Instagram is a way to connect with their favourite celebrities—especially since the platform is one place where replies—and sometimes clapbacks—actually happen. Celebrities such as Taylor Swift, Selena, and Chrissy Teigen have been known to respond to comments on their posts, or even comment on posts from their fans.
Returning engagement is not only a meaningful way to connect with followers, it encourages more comments moving forward. Just ask influencer Jenna Kutcher who says, “When people see that I am online and commenting back on comments, they are far more likely to engage with my post.”
Some celebrities, like Luke Cook from Netflix’s Chilling Adventures of Sabrina have even hosted an Ask Me Anything (AMA) in Stories using the Instagram sticker.
AMAs are a simple way to learn what your followers are curious about. Brands can use them to answer questions about a new product, be transparent, or simply engage with customers.
7. They know how to use a meme
Memes will never not be popular on the Internet. At their best, memes are funny, shareable, topical, and tend to have broad appeal.
When it comes to memes, celebrities have the added advantage of being in the meme, or being meme-adjacent. Reese Witherspoon’s oeuvre has been meme-gold for the actress, who’s posted shots from Legally Blonde, Big Little Lies, and more.
8. They know how to build anticipation
When it comes to dropping an album, new product line, or big announcement, most celebrities now turn to Instagram to share teasers. Beyoncé, without a doubt, has perfected this genre, taking to Instagram to preview her album Lemonade, and breaking the Internet with her baby bump.
Selena Gomez gave people a taste of her latest album with a sound bite and a caption revealing “Something exciting is coming tomorrow.”
Writer and star of Schitt’s Creek Dan Levy has been building exciting for the show’s final season with a series of heartwarming countdown posts.
Brands preparing for a product launch or big event should take note. Countdowns and teasers are an effective way to drum up anticipation. So effective, in fact, that Instagram added a countdown sticker to its Stories arsenal this year.
9. They get brand identity and aesthetic
The best brands understand the power of a strong visual aesthetic, and it’s no different for celebrities.
Celebrities like Beyoncé, Jaden Smith, and Kacey Musgraves take a disciplined approach to their feed. To keep things uniform, Beyoncé posts everything in threes.
To promote his new album, Jaden Smith painted his feed in a kaleidoscope of pinks and purples.
Tinashe took a similar approach for the launch of her album, Songs For You. Meanwhile, in anticipation of Halloween, actress Vanessa Hudgens posted in black and white for the whole month of October.
Your brand’s visual language should be supported by a social media content strategy. Establish themes, develop colour palettes, and post images with intention.
10. They don’t take themselves too seriously
At the end of the day, people log on to social media to get their dopamine kicks and have fun. So give the people what they want and indulge in a little chicanery from time to time. Most importantly, don’t take yourself—or your brand—too seriously.
Case and point: Kylie Jenner. After her butchering of the one-line lullaby “Rise and Shine” on a YouTube tour of her office, Jenner jumped on the opportunity. She changed her Insta bio to “rise and shine,” reposted memes, and used the line as a slogan for her skincare line.