Gone are the days of handing off social media to the company intern. The scope of social media positions has ballooned in the pandemic, with teams having to quickly jump on cultural trends in the right tone.
In the last few years, social media teams have embraced the humor of the respective platforms, going above and beyond just selling their brand.
“Traditional social media and algorithms were once catered to purely selling products, but now there is a pressure and need to speak to trends and relevant topics, beyond just product,” said Tyler MacDonald, senior manager of influencers and social media at PacSun. “This requires a strong social media team that can not only speak to products in a unique way, but also act as pop culture analysts on behalf of the brand.”
Among U.S. social network users, those ages 18 and older spend an average of 1 hour, 40 minutes per day on social media, according to an April 2022 survey by eMarketer. That's equal to the amount of time spent on social media in 2021, but up from 1 hour, 36 minutes in 2020.
Here’s a look at eight brands to watch on social media that have been successfully bringing their voices to platform trends.