It seems like every social media marketer and his mother loves to jump on the latest meme to sell their message, and nothing has done better in the past than cats. Grumpy cat, business cat, adorable kittens playing hide and seek… the internet goes crazy for tweets, status updates and YouTube videos of these furry felines. But all good things come to an end, and the cat meme seems to be going the way of the dodo.
The Webby Awards took a look at the best brands on social media in their latest report. How do they cope with the waning love of all things kitten-based? If you’re struggling with this very question, you can learn a thing or two from some of the best brands on Twitter in the post-cat economy.
The report Cats Are Over: Social Media in the Post Cat Economy takes a look at 24 brands that rock social media – without relying on stale memes to engage their audience. Here are three ways these brands are finding success on Twitter:
1. They humble-brag. When it comes to Twitter, one top rule is to do the old “Humble-brag”. The Webby Awards found that many successful brands pepper their tweets with awards, recognition, and other accolades, without appearing too full of themselves. It’s a tough line to walk, but humble-bragging can increase your brand’s legitimacy in the eyes of your audience.
2. They utilize their profile background efficiently. Rather than treating their Twitter background like an afterthought, brands like Red Bull and Delish make sure to optimize this space. They create well branded backgrounds that are easily visible on multiple devices. This means they pay attention to size, they use gradients, and they test their backgrounds on tablets, smartphones and computers.
3. They love their community – and they show it. Take a look at The Atlantic’s Twitter feed. Chances are, you’ll see not only tweets promoting their latest articles, but also retweets from their contributors. By retweeting others, they’re building community, strengthening ties with their influential contributors, and showcasing a greater diversity of content. The best brands don’t rely on simply broadcasting their own stuff, but they also put in the effort to support their community.
You can read the full report here [PDF], for more on adapting to social media in the post-cat economy.
(Source: The Webby Awards)