Welcome again to the Put up Efficiency Report (PPR)—a collection the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We unpack how your model can use these examples to spark your individual scroll-stopping artistic concepts—whereas maximizing your price range and doing extra with much less.
We don’t simply study the flawless artistic execution of each put up or marketing campaign, however the enterprise influence, too. We make it easier to envision how social can enhance your model’s consciousness, foster neighborhood engagement and develop the underside line.
This time, we’re inspecting the artwork of authentic model content material and franchises (meta, proper?). In keeping with The 2025 Sprout Social Index™, nearly half (46%) of shoppers say their favourite manufacturers stand out on social as a result of they put up authentic content material. Whereas shoppers agree manufacturers ought to maintain a pulse on on-line tradition, following each development or reposting each meme isn’t what makes a model memorable.
Let’s dive into our lineup of manufacturers whose authentic content material has helped them amass loyal followings, and what you are able to do to carve out your individual content material area of interest.
Alexis Bittar: It’s Margeaux Goldrich’s world
Jewellery and way of life model Alexis Bittar’s character Margeaux Goldrich has turn into a popular culture phenomenon all her personal. The model first launched Goldrich, performed by Patricia Black, and her sidekick Jules/Hazel, performed by Julie J., final yr. The 2 are part of the bigger Bittarverse, a model universe created to showcase the model’s jewellery and purses in a disruptive, social-first manner, whereas paying homage to the various personalities of New York Metropolis.
Margeaux and “Jules,” also referred to as Hazel, are the preferred of the Bittarverse’s fictional characters. With Margeaux incomes the esteemed title of fashion icon and “Higher East Aspect emotional terrorist,” she is especially memorable and beloved.
Within the model’s latest mockumentary-style movies, Margeaux hosted glamorous dinner events and even collided with well-known celebrities and stylists from our universe—all whereas forcing Jules/Hazel to leap by means of more and more egregious hoops.
As Paper Journal identified, Alexis Bittar’s content material fills a void left behind by the unique Actual Housewives of New York forged. Black’s portrayal is undeniably impressed by Bravo’s specific model of iconic one-liners and out-of-touch-ness. But, Margeaux and the Bittarverse nonetheless discover a approach to pull at your heartstrings, and encapsulate the complexity of sophistication, age, gender and race within the style business.
The Bittarverse digital content material collection is the byproduct of Alexis Bittar’s relaunch in 2022, when the designer repurchased his flailing model and jump-started an period of better artistic freedom. Forbes lately referred to as the Webby Award-winning collection “the way forward for model storytelling” and credited it as the explanation for the style model’s resurrection and resurgence.
The play: If Margeaux Goldrich (and Alexis Bittar) can educate us something, it’s that we shouldn’t be afraid to go daring. Daring fictional characters and memorable storytelling are indispensable when making a social-first content material franchise. However that doesn’t imply you must copy and paste the style model’s actual formulation. Lean into storytelling that displays your model’s id and the tradition of your business.
Immi: Ramen on the Avenue has us crying in our noodles
Immi, the reimagined ramen firm, serves up mouth-watering content material on their model’s channel. Their posts clarify what makes Immi ramen more healthy than commonplace choices, and explains why their choices style so scrumptious.
These posts are fairly typical fare for the meals business. However Immi has one thing most meals and beverage manufacturers don’t: Ramen on the Avenue, an emotionally compelling interview collection full with a separate TikTok account.
In every interview, Immi TikTok Strategist Emely Alba (dressed as a cup of Immi ramen, in fact) asks folks on the road for his or her philosophical views on the world. The result’s surprisingly heartwarming. Some interviewees have shared their beliefs concerning the energy of function, whereas others mirror on the teachings they discovered from their dad and mom.
In case it wasn’t already clear, these movies go deep. Like this interview, which targeted on the position ache performs in private development.
Within the feedback part, followers maintain area for the collective therapeutic the content material gives. Many don’t understand it’s from Immi. However, for some, Ramen on the Avenue’s emotional resonance is already stuff of legend. As one person commented, “I do know when a TikTok hits like this, it’s gonna be a ramen advert.”
The play: Take a cue from Immi, and complement your conventional advertising efforts with content material that goes past promotion and touches audiences on a human degree. Spark deep, heartfelt conversations and belief by mixing emotional storytelling and refined branding to create a long-lasting reference to viewers.
Coinbase: Little Classes elevate the artwork of crypto
Ah, crypto—the thrilling, bewildering digital foreign money. If you kind crypto in Google, the highest two searches are “is crypto truly funding?” and “what’s cryptocurrency in easy phrases?” To say shoppers are skeptical and mystified by crypto can be an understatement.
That’s the place Coinbase enters the chat. The crypto alternate platform is on a mission to legitimize on-line foreign money funding and simplify the way it works. Their tongue-and-cheek content material is commonly impressed by meme tradition and public sentiment about crypto.
Just lately, the model partnered with miniature maker, filmmaker and creator, Marina Totino, for his or her new authentic content material collection, Little Classes. Within the movies, Totino takes customers for a experience on a miniature elevator as she shares bite-sized suggestions for utilizing the Coinbase app.
As we arrive at every ground, we study new issues about how the platform works, all whereas being mesmerized by the magical miniature world. This strategy to product schooling is sudden and kooky—an illustration of what can occur while you craft actually ingenious authentic content material.
Coinbase is well-known for rewriting the foundations of selling (as their QR code industrial proved in 2022). Their originality has boosted public consciousness of crypto, making the funding appear extra approachable and reliable—which influenced their optimistic efficiency in This fall 2024.
The play: The Little Classes collection transforms crypto schooling right into a miniature immersive expertise that captures consideration whereas simplifying complicated ideas. In the event you’re in a extremely regulated or misunderstood business like finance, contemplate an suave technique like Coinbase’s to interrupt down obstacles, foster belief and invite curiosity.
Heaps Regular: Ascending to the best ranges of regular
Heaps Regular, the Australian non-alcoholic beer firm, is on a mission to make consuming much less alcohol extra regular. As their web site says, Heaps Regular beer is for “on a regular basis legends” who merely wish to really feel their greatest.
Which makes their “Ascension Program” franchise all of the extra ironic. Within the movies, creator and comic Lana Kington makes mild of wellness tradition by claiming {that a} “non-alcoholic enlightenment journey” will make you a greater individual. The movies are psychedelic and Y2K-inspired—an aesthetic that feels other-wordly, futuristic and weird.
Like this video the place Kington explains the artwork of “beer breath work” utilizing the model’s “third-eye PA”—earlier than she by accident snorts beer by means of her nostril.
Or this video the place Kington urges the viewers to ditch primary wellness practices like goat yoga for actually magical ones like unicorn yoga.
Commenters agree the collection is snicker out loud humorous, with one writing, “This deserves a Logie Award.” The wellness business commentary is spot-on, and a pointy U-turn from the model’s typical posts which spotlight folks appearing, nicely, regular.
However content material like this isn’t completely sudden for the model who as soon as instructed folks to “simply say no to water.” Their surrealism and wit is a strategic approach to seize consideration in an more and more crowded discipline. Their efforts appear to be paying off, because the model lately introduced their latest beer goes Australia-wide.
The play: The intentional harsh distinction from Heaps Regular’s values makes their “Ascension Program” really feel contemporary and compelling. To face out with the identical bravado, don’t be afraid to interrupt business molds and infuse your content material with irony.
Morning Brew: Sketch comedy that makes us spit out our espresso
It’s secure to say Morning Brew wants no introduction amongst entrepreneurs. The famed publication (and its counterpart, Advertising Brew) covers all the things associated to advertising—from model technique to social media to promoting. The newest version might be in your inbox proper now.
On social, Morning Brew takes an strategy to authentic content material that’s harking back to your favourite sketch comedy exhibits—with a contemporary enterprise twist. Like this episode of Tremendous Nanny: Govt Coach the place Tremendous Nanny helps an over-bearing founder “maintain out of the way in which” by studying jiu jitsu. Or this information section about all that occurred in 2024.
In the event you aren’t cackling but, right here’s one other sketch from “Christmasville” to relive the vacation magic.
Regardless of the seemingly random assortment of sketches the model produces, Morning Brew all the time hits the appropriate stability of absurdism and (generally painful) actuality. They at the moment boast over 1 million followers on TikTok and practically 2 million on Instagram—proof of the vast enchantment of their content material.
The play: Morning Brew’s sketch comedy blends enterprise insights with humor, turning enterprise borecore into one thing that’s truly entertaining for his or her viewers. To face out on social, experiment with humor that aligns along with your model’s tone and resonates along with your neighborhood’s pursuits.
It’s 2025. Why mix in, when you may stand out?
That wraps up our first installment of PPR in 2025. Keep tuned for subsequent month’s version the place we’ll be specializing in manufacturers displaying up on sudden networks. Within the meantime, bear in mind these key takeaways:
Put up Efficiency Report Takeaways
Create distinct content material. Creating authentic content material requires being daring. Keep away from getting caught in an limitless loop chasing the identical traits as your rivals. It’s good to forge one thing actually distinctive to maintain viewers consideration.
Leverage artistic storytelling. Don’t draw back from dreaming up new characters and storylines. Lean into sudden artwork varieties and channels. Craft an iconic franchise that’s unmistakably yours.
Flip your model’s challenges into alternatives. Being trustworthy about who you might be as a model builds affinity. That may imply dealing with your weaknesses head-on—whether or not it’s destructive buyer critiques or business misconceptions. The reality is all the time authentic.
And in case you see a social put up or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your concept included in a future article.
