The Best Social Media Voices in the Game

         Many businesses have discovered that social media plays a crucial role in the way they market and advertise not only their products but their overall brand image as well. There are 10 steps to follow when creating a social media marketing strategy, however, I’m only going to focus on one today: Step 5: Establish a Tone of Voice. 

A brand's tone of voice is a vital component when posting on social media. It must remain consistent across all platforms, appealing to both existing and potential customers. The company’s voice should reflect the brand's characteristics and convey messages effectively. Consumers are unlikely to respond positively to an advertisement that looks like a corporate memo; a connection and conversation between companies and consumers are essential. Companies can make their media content fun and entertaining while still being informative. 

Here are some examples of companies that have perfected their tone of voice:

        Duolingo 

    If you’re not familiar with Duo, the Green Bird, by now, what have you been doing with your life? While Duolingo currently has millions of followers across multiple media platforms, a few years ago, this wasn’t the case. When Duolingo initially launched in 2011, it was just another app teaching you how to learn different languages. However, in 2021, the company gained attention by posting "unhinged" TikToks featuring the mascot Duo. From twerking to Dua Lipa songs to crying to Taylor Swift in the shower, this bird took the internet by storm. Since then, the brand has continued to post regular content and attract new customers. While the company is most known for its TikToks, the sass doesn't stop there as the company is also popular on Instagram and X, formerly known as Twitter. This was a great job by the company’s marketing team. Not only did they grow the app's popularity by pushing typical ads, but they also created a community of people around them. People who use Duolingo, people who don't, people who just tune in to see the bird; regardless, Duolingo has become a household name and one of the most popular apps in the app store today.   

        

        Wendy's

    Much like Duolingo, Wendy’s adopted an “unhinged” approach to their social media voice. Already a household name, the company used social media to reinforce its position as the best fast-food restaurant. Back in 2017 Wendy’s began responding to various tweets from fans, haters and everyone in between, adopting a snarky attitude. The account began to gain traction and launch a social media frenzy. From tweets bashing people for going to McDonald's to answering some of the internet's dumbest questions, it was safe to say that while everyone may not have been enjoying Wendy’s food, everyone was enjoying the chaos that was on their social media. This campaign was a way for Wendy’s to reconnect with the community they already had and unite with some new fans and customers. Today, the accounts still post chaotic content, however, it’s just not as popular unless you follow them already. This campaign by Wendy’s was risky yet smart as it set them apart from other established fast food chains. 

        Aerie 

Taking things in a very different direction, we have Aerie. A sister brand of American Eagle Outfitters, Aerie specializes in selling leggings, bras, underwear and swimsuits. In 2014 the company announced a social media campaign surrounding body image and representation in advertisements. They committed to no longer using supermodels for their advertisements along with no longer touching up or altering images. Using the hashtag #aeriereal, customers were encouraged to show off their favorite styles and fashions to help inspire others to do the same. Since the campaign’s launch, Aerie has raised over $1 million in grants for national and local non-profit organizations. The whole goal of the campaign was to create a more positive environment online where people feel comfortable sharing their styles and that message can be found in all of the posts Aerie makes. From shouting out customers to highlighting community work, Aerie is nothing but positive on all platforms. 

    Although these three companies have different voices for their brand, they all accomplish the same goal: capturing customers' attention and fostering loyalty. A brand's voice is more important than many think and these examples prove just that. To continue to keep up with the ever-changing market, companies need to learn how to stand out, and creating an iconic voice, as shown by these three, is a good starting point.