Fridge-Worthy: A Very Serious and Prestigious Social Media Awards Show

Fridge-Worthy: A Very Serious and Prestigious Social Media Awards Show

Fridge-Worthy is a social media awards show developed by Hootsuite to recognize brands who have posted unique, interesting, or savvy content on social media. Every episode features one brand, and explains what the brand has done to deserve a place on Hootsuite’s fridge, as well as a few main takeaways for businesses hoping to replicate the success for themselves.

Episode 4: Recess

Award: Most Whimsical Personification of a Wellness Beverage

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It's not a break or a TV show—it's a beverage and it's called @takearecess and they've won 'Most Whimsical Personification of a Wellness Beverage on @instagram' ✨????

A post shared by Hootsuite (@hootsuite) on Jan 10, 2020 at 10:20am PST

What they did that was “Fridge-worthy”:

  • Developed characters with personalities for each flavor of beverage they sell (e.g., Pomegranate Hibiscus is a hot head who is always trying to get rich) and created an ongoing series of posts about these characters and their adventures as part of a larger strategy to appeal to creative, stressed out millennials.

Takeaways:

  • Create content that is weird and interesting enough to make your audience feel like they are “in on something.”
  • Make sure each post works on its own, but also as part of the larger story your brand is telling, like a chapter in a novel.
  • Reward long-time followers with long-running jokes, stories, and references. They are more valuable than followers gained from contests who follow you to get something free and then unfollow you after.
  • Don’t be afraid to tell stories that aren’t directly about your brand and how awesome it is.

Episode 3: KOHO

Award: Best Generational Stereotype Busting by an Infographic

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Who knew a bank could be funny? Millennials did! @getkoho you win for having the 'Best Generational Stereotype Busting by an Infographic' ????

A post shared by Hootsuite (@hootsuite) on Dec 18, 2019 at 2:04pm PST

What they did that was “Fridge-worthy”:

  • Posted a cute and informative graph about the relationship between Millennials’ bank accounts and avocado toast (hint: there is no relationship, it’s a joke!)

Takeaways:

  • Know your target audience and know what issues are important to them so you can post content that speaks specifically to them.
  • Even if you’re a financial institution, it pays not to take yourself too seriously on social.
  • Don’t be afraid to do exactly the opposite of what your competition is doing (in this case, making jokes and cute, nonsense graphs).
  • Even if you’re a “boring” brand (like a bank), that shouldn’t stop you from making engaging, Instagrammable content.

Episode 2: The Vancouver Aquarium

Award: Most Gratuitous Use of Cute Sea Mammal Content

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We have an exciting and local winner this week! @vanaqua you win because of your ‘Most Gratuitous Use of Cute Sea Mammal Content’ and we love your #Pupdates ????????

A post shared by Hootsuite (@hootsuite) on Nov 20, 2019 at 2:24pm PST

What they did that was “Fridge-worthy”:

  • PUPDATES: Any time they post content about their sea otter rescue pups, they preface it with “PUPDATE,” which is objectively adorable.
  • In general, they play to their strengths and mostly post images of the cute animals they take care of, attracting tons of fans of “cute animals”.
  • They used puns to name two of their “inhabitants” after celebrities (a seal called “Swimmy Fallon” and an octopus called “Ceph Rogan”) garnering laughs and attention from followers, as well and retweets and in-person visits from said celebrities.

Takeaways:

  • Use cute content to sell products.
  • Use puns to sell products.
  • In general, get creative with naming your products.
  • Don’t be afraid to ride the coattails of people with larger followings than you, by naming your products after them or partnering with them in some way that makes sense for your brand.

Episode 1: No-Name Brands

Award: Best Deliberately Unexpressive Brand Voice on Twitter

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An awards show where we recognize a brand for something cool they’ve done on social recently ✨????

A post shared by Hootsuite (@hootsuite) on Oct 16, 2019 at 10:36am PDT

What they did that was “Fridge-worthy”:

  • Post content to their Twitter feed with a consistent, unique, deadpan brand voice that resonates with millennials
  • Live-tweeted the Emmys in the same brand voice, i.e., “trendjacking”

What we can learn from them:

  • When developing a strong brand voice, try creating a character first (with personality traits, hobbies, backstory, etc.). Then write every social media post in the voice of that character.
  • Don’t be afraid to embrace the “boring” parts of your product or brand.
  • Try live-tweeting an event as your brand’s “character.

Want more inspiration for your brand’s social strategy? Bookmark this page and check back often for new episodes of Fridge-Worthy!

Do you follow a business that’s doing something unique, interesting, or savvy on social media? Nominate them for a Fridge-Worthy award in the comments below!

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The post Fridge-Worthy: A Very Serious and Prestigious Social Media Awards Show appeared first on Hootsuite Social Media Management.

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