Your brand at the right party: social strategy that actually works

Chapter 1: Obey the Channel

If Instagram is a cocktail party, TikTok is a house party with chaotic energy, lo-fi lighting and someone dancing in the kitchen at 3AM. And LinkedIn? A networking brunch that everybody wants a bit more fun and quite some narcissists with name tags.

Each platform has a vibe, rhythm and audience intent. But brands often treat them all the same, like posting is enough. It is not. If you want attention, you need to obey the channel.

You would not wear a tuxedo to a beach party. The same goes for showing up on TikTok with corporate campaign edits. Your strategy should respect the platform. Think of each platform as a party with a dress code. Your content is the outfit.

“The platform sets the dress code. Your archetype is the outfit.”

Chapter 2: Know Who You Are

Even if you follow the dress code, you still need to know who you are. Because standing out only works when people feel who you are before you start talking.

The best brands on social media are not playing roles. They are acting in character. They have a defined personality that guides how they show up, cross formats, channels and moments.

Loewe is sophisticated, quiet and artistic. Their stores feel like galleries. But on TikTok? They dance, joke and tease, but still feel like Loewe. They do not abandon their brand. They extend it. That is the key.

Your brand archetype is the foundation. It helps answer: how do we behave? What do we never do? Where do we play? What do we ignore? If the channel sets the dress code, your archetype is the outfit you wear to express yourself.

WORDS

Nikki de Jong

pHOTOS

Content Team

dATE

30th July 2025

Chapter 3: The Social Brand Archetypes of 2025

Here is how the most effective brands show up today, and what they prioritise:

The Creator Brand
Acts like a content creator. Think Duolingo, Ryanair. They are fast, funny and often use recurring characters or mascots. Their strength? Entertainment and platform-native creativity. But the risk? Frivolity over brand equity.

The Activist
Builds a loyal community by standing for something bigger. Think Patagonia or Tony’s. These brands use their platforms for impact. Storytelling, clear values, and social relevance matter here. But only if it is genuine.

The Cool Curator
Visual-first and trend-aware. Think Glossier, Estrid. These brands prioritise aesthetics and vibe, often saying more with mood than words. Great for community and brand affinity, but risks being too elusive or style over substance.

The Absurdist Marketer
Plays by no rules and leans into anti-marketing. Think Oatly. They make you laugh, then make you think. Captions are long, visuals strange, timing unexpected. It works because it is human and different. But the tone must match the product.

The Human Helper
Clear, helpful and relatable. Think Coolblue. Service is content. These brands are honest, fun and to the point. They earn trust fast. Their weakness? Less creative flair or aspirational emotion.

The Iconic Storyteller
Built on vision, emotion and cinematic storytelling. Think Nike or Apple. These brands own their narrative and show it through masterful content. Powerful, but hard to execute without strong brand equity.

The Meme Machine
Lives on relevance and reactiveness. Think HEMA or Bol. They move fast, ride trends and speak the internet’s language. This works for reach and relatability, but brand consistency often suffers.

The Lifestyle Immersive
You do not just buy the product. You enter the world. Think Soho House or House of Negroni. Their content is experiential, sensory, and emotionally rich. They do not explain. They let you feel. It builds longing and belonging, but only if you nail the vibe.