We’re again with one other installment of the Submit Efficiency Report (PPR)—a sequence the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We don’t simply look at the flawless artistic execution of each submit or marketing campaign, however the model impression, too.
For manufacturers in regulated industries, there’s nothing that scares leaders like the specter of a social media disaster. On social, misinformation spreads quick, protected information is in danger and regulatory peril lurks round each nook. But, essentially the most heart-racing danger of all is just not being current on social.
Regardless of authorized pink tape and government apprehension, these manufacturers in regulated industries are main the way in which on social—redefining the channel for his or her sectors. Establishments of every kind ought to take observe.
Monzo Financial institution: The place private finance is much less frightful
Monzo Financial institution does issues in another way. The challenger financial institution is disruptive by nature, and makes use of social to make monetary training much less boring and scary. Contemplating 61% of customers anticipate utilizing social media to analysis monetary recommendation within the subsequent 6-12 months per the Q3 2025 Sprout Pulse Survey, that’s precisely the place they need to be. The social crew’s relatable, related and infrequently irreverent tone proves that the constraints monetary companies face really create the best alternatives for creativity on social.
Richard Prepare dinner, Social Media Lead at Monzo, put it like this: “There are numerous particular legal guidelines (and punishable felony offenses) entrepreneurs at monetary companies manufacturers should take into account…At Monzo, we see this as an incredible alternative. Our content material isn’t product-driven, it’s impressed by emotions and conversations about cash on a regular basis individuals have. Life-style-inspired posts aren’t regulated in the identical manner as monetary recommendation, and we’ve full license to have enjoyable.”
Take the model’s latest marketing campaign across the launch of their annual “Guide of Cash”— a jargon-free, no-judgement private finance information for individuals who’d by no means usually learn one. The model promoted the launch of the ebook by placing their very own spin on latest traits and teaming up with influencers.
Monzo can also be revered for his or her disruptive LinkedIn presence. On the community, the financial institution leans into relatable workplace moments and doles out satirical recommendation.
The model presently boasts over 1 million followers throughout platforms thanks largely to their engagement mannequin that prioritizes constructing neighborhood somewhat than blasting out firm updates. There’s little doubt that Monzo’s main presence helps them soar to the highest of the aggressive market and change into some of the profitable fintech corporations within the UK.
The play: For manufacturers making an attempt to make a reputation for themselves in regulated industries, you have to do issues in another way than your rivals—whereas nonetheless being true to your model. For Monzo, which means taking a disruptive, audience-oriented method to speaking about cash and private finance.
Ask your self: What’s the distinctive hole that our model fills? How can we carry that to social in a manner that feels relatable and human?
Northeast Ohio Regional Sewer District: Remodeling infrastructure into on-line tradition (with no methods, simply treats)
Think about explaining the sentence, “The Northeast Ohio Regional Sewer District has nice memes,” in 1972 when the district was based.
Whereas wastewater remedy and stormwater administration have been an important a part of public well being for many years, these companies are nonetheless underrepresented and misunderstood on social media. Enter: The NE Ohio Regional Sewer District.
As house owners and operators of remedy plans in Ohio, the district shares common sewer updates with their social followers (i.e., enterprise as traditional posts). However additionally they take a really social-first method to different content material, which incorporates sharing Nice Lakes memes, Cleveland Guardian recaps and AMAs with their onsite crews.
Whereas some corporations on this sector may query the aim of tapping into on-line tradition, the NE Ohio Regional Sewer District understands that social goes hand-in-hand with reaching their constituents. Just like the sewer district cheekily says on their X account, “Sewers are the unique social community.”
Constructing rapport with audiences on-line makes it simpler for the sewer district to ship crucial info in compliance with neighborhood right-to-know legal guidelines. And in the event that they ever should ship real-time alerts for points like sewage overflows or potential contamination, they’ve already earned their viewers’s consideration and belief.
The play: It may be a problem to correlate web silliness with constructing your model’s fame on-line. But that’s precisely what the NE Ohio Regional Sewer District has accomplished. Take a cue from their playbook by weaving collectively crucial updates with popular culture commentary, shareworthy memes and probabilities to work together with frontline workers.
NewYork-Presbyterian Hospital: Teaming as much as empower real-life superheroes
As hospital methods, healthcare suppliers and others within the medical area know, HIPAA compliance is non-negotiable—particularly on-line. NewYork-Presbyterian Hospital avoids the hazard zone by that includes collaborations with native organizations, just like the Faculty of American Ballet and the New York Mets, of their social content material.
After they do inform affected person tales, the hospital system makes use of a documentary-style method and first-person affected person interviews to form their narrative. The tales are instructed with intentionality, empathy and respect for the affected person—specializing in the human, not the illness or situation. Their content material showcases the life-saving relationships between sufferers and their suppliers.
NewYork-Presbyterian additionally makes use of social to unveil a few of their newest applied sciences, improvements and services. Some movies even characteristic footage from actual surgical procedures the place medical doctors carry out medical milestones, like this video from a domino split-liver transplant that required coordination throughout groups.
The hospital system’s efforts on social complement the excessive caliber expertise delivered by their workers and assist cement their award-winning fame. Not too long ago named to the U.S. Information record of the highest 20 hospitals within the nation, NewYork-Presbyterian stands out for its dedication to affected person care.
The play: Legal guidelines that shield affected person privateness have to be adopted to the letter. However that doesn’t imply healthcare organizations must shrink back from telling human-centric, patient-first tales. Like NewYork-Presbyterian, you’ll find ingenious methods to characteristic the tales of real-life superheroes—like sufferers battling illness and healthcare employees who dedicate their lives to serving others.
Jake from State Farm: Turning khakis into a dressing up
“Uh…khakis.” This line from the unique 2011 industrial cemented Jake from State Farm as a cultural icon. Whereas the primary Jake was an precise State Farm worker who stepped in for the industrial, the position was recast by skilled actor Kevin Miles in 2020.
Since then, Jake from State Farm has change into an internet determine all his personal, full along with his personal social media accounts.
As insurance coverage manufacturers know, FTC pointers and different laws govern how they will discuss completely different services. Plus, a lot of their choices might sound intangible or troublesome to know, or characterize life occasions customers would somewhat not take into consideration.
By introducing Jake from State Farm as a mascot, the insurance coverage firm humanized their model, made it extra memorable and earned constructive sentiment. Bringing him to social took it a step additional by injecting cultural relevancy. Like when Jake confirmed up at an NBA occasion and the sidelines of an Arizona Cardinals recreation, or when he met Cole Walliser (the man who makes these unbelievable celeb glambot movies from the pink carpet).
State Farm’s funding in Jake (and his on-line persona) helps the corporate interact youthful audiences. By displaying up the place Millennials and Gen Z customers spend time, State Farm is making long-term investments in model recognition and buyer loyalty.
The play: For legacy manufacturers, it’s crucial to succeed in youthful customers who will someday age into being your clients, and adapting for youthful audiences requires investing in social. Like State Farm, you could hearken to what goal generations care about, establish related companions and experiment with social-first storytelling. It doesn’t imply ranging from scratch—as an alternative, lean into the cultural touchstones that set your model aside and adapt them to new channels.
Victoria Police: Tapping into social to construct neighborly connection
The Victoria Police Division has over 1 million followers on social media—which equates to 1 in seven individuals who reside within the Australian state. The division’s social presence is well known, not only for their rising follower base, however for his or her penchant for constructing relationships with their communities by means of content material.
Whether or not they share useful infographics (like this one which explains the right way to report a non-urgent crime or occasion on-line) or public service bulletins about home violence, the division is one step forward relating to maintaining constituents knowledgeable.
The division additionally promotes their very own true crime podcast (IYKYK) and faucets into on-line traits, like Instagram’s newly rolled out 5120 x 1080 cinematic Reels.
Different staples of their content material combine embody posts devoted to neighborhood outreach and remembering fallen officers.
Nationally, belief in police is falling in Australia. Within the face of elevated scrutiny, the Victoria Police Division is responding by making an attempt to construct bridges with the communities they serve—in 2025, which means turning to social.
The play: The Victoria Police Division demonstrates the facility of utilizing social to garner belief and enhance sentiment with these you serve. Many manufacturers in regulated industries or within the public sector keep away from social for worry of constructing points worse. However, when accomplished with tact and true understanding of your neighborhood, it might change into a part of the answer.
Novartis: Sharing tell-tale (indicators of) coronary heart well being innovation
Novartis is an progressive medicines firm primarily based in Switzerland. The multinational is behind frequent prescribed drugs distributed all through the world that deal with every part from allergy symptoms to coronary heart illness. It was really their latest marketing campaign for coronary heart well being on LinkedIn that caught our eye, together with the content material they captured at their FIT cease public occasion and their video recounting the historical past of cardiovascular medication.
The pharmaceutical firm additionally commonly shares informational carousels that present context for issues like their dedication to international well being and training about illness remedies.
The play: As anybody who spends time on HealthTok is aware of, misinformation cascades rapidly on social. The wellness motion and well being influencers are seeding deep distrust in typical medical practices and prescribed drugs. For prescribed drugs, transparency and training are key.
Don’t let social media be the boogeyman
That concludes this month’s installment of the PPR. Keep tuned for subsequent month’s version, the place we’ll characteristic nonprofit organizations with main end-of-year campaigns. Within the meantime, keep in mind these key takeaways:
Submit Efficiency Report Takeaways
Embrace relatable content material: Use your model’s distinctive voice to attach with audiences in a human manner. Keep away from overly formal or product-driven posts and as an alternative concentrate on lifestyle-oriented, relatable content material that aligns with actual conversations your viewers is having. Even in a regulated house, creativity can thrive when it’s tied to what individuals care about.
Leverage on-line tradition properly: Even seemingly dry industries can interact by means of cultural relevance. Use memes, popular culture references or light-hearted interactions (when the second is correct) to construct rapport together with your viewers. When belief is constructed by means of on a regular basis engagement, it’s simpler to speak crucial info when essential.
Construct belief by means of transparency: Use your platform to share behind-the-scenes content material and even challenges your model is working to handle. Constructing an actual connection by means of transparency helps deepen belief and strengthens your fame.
Put money into long-term methods: Put money into a social-first storytelling method that adapts your model’s cultural touchstones to newer platforms and codecs. This builds recognition and loyalty that can repay as youthful customers change into lifelong clients.
For extra about how manufacturers in each business can discover actionable viewers insights, seek the advice of our information to social listening prompts (with particular examples for regulated sectors).
And in case you see a social submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
