The Best Brands on Social Media Have This in Common

"Taking a chance is risky and chasing perfection is a way to mitigate that risk. But social can't solely be a world for brands that tiptoe. Not only do you learn faster by putting things into the world and watching what happens-seeing what your audience actually wants more directly than you ever will in a brainstorm. But the culture of social media demands that brands do more than play it safe."

"The brands that win on social are the ones willing to look a little ridiculous while figuring it out. They embrace a "ready, fire, aim" philosophy-not over-strategizing and being more instinctual. Take coffee brand Blank Street, who rolled out its popular Spring 2025 "Strawberry Shortcake Matcha" campaign clad in Y2K nostalgia, Tamagotchis, retro songs, and in-person activations. It could have been cringy, but instead the throwback energy felt spontaneous, smart, and imperfect in all the ways that make social media so unique."

"It's not that perfection itself is the problem. Of course, high production value can work if it fits the idea. Look at the Calvin Klein ads with Jeremy Allen White or Bad Bunny. Both were polished to the highest level and they crushed on and offline. But they weren't successful because they were "perfect." They were successful because they were culturally right for the moment. They picked the right faces, the right energy, and the right feeling. Then they took a leap of faith."

Perfection is overrated on social media, where spontaneity and cultural resonance outperform cautious, overproduced work. Rapid experimentation reveals audience preferences faster than prolonged internal testing. Winning brands accept looking imperfect, adopt a "ready, fire, aim" mindset, and prioritize instinct over endless approvals. Examples show that nostalgic, low-risk-feeling activations can feel authentic and succeed when culturally aligned. High production can also work but only when it matches the cultural moment and creative idea. The most effective approach balances bold creative swings with speed, learning, and a willingness to take creative risks.

Read at Inc