Four Brands That Just Get Organic Social Media
Some brands have cracked the code to engage Gen Z authentically without relying on paid advertising (which, in an oversaturated digital age- Gen Zers can spot an ad from a mile away- and actually prefer organic content!) We’re taking a look into a few standout examples of organic social media success, and what makes these strategies so effective, particularly when targeting Gen Z’s.
Ryanair: Masterclass in Humour
Ryanair's TikTok strategy is a masterclass in connecting with Gen Z through humour. The budget airline has amassed over 1.4 million followers by creating relatable, comedy-driven content about travel experiences - which is super relevant to Gen Z’s as 84% would rather go on a vacation than buy a luxury item.
@Ryanair stay tapped into culture with humour - here when England lost the Euro’s in Spain, Ryan Air jumped in with this hilarious meme featuring England players on a Ryan Air flight back to the UK- a route the airline are well known for.
Why It Works:
Authenticity: Ryanair embraces its budget-friendly image with self-deprecating humor, and it’s audience can relate to it’s candid, almost bantery type TOV.
Trend Participation: The brand consistently jumps on popular TikTok trends, keeping content fresh and relevant, but in a way that works for them and their brand identity - which is a major key. A reminder that you don’t (and we actually say you shouldn’t) jump on every single trend - as it can filter out your brand identity.
Engagement: Ryanair actively responds to comments, often with witty comebacks that further showcase their brand personality. Community engagement - but done absolutely right.
By leaning into humor and relatability, Ryanair has transformed its social media presence from a customer service channel to a source of entertainment, significantly boosting brand awareness and engagement, specifically among younger audiences who are a key segment in TikTok’s user base.
Glossier: Masterclass in UGC
Glossier has built its empire on the power of user-generated content. By encouraging real customers to share their experiences with the brand, Glossier taps into the authenticity that Gen Z craves. Their minimalist aesthetic and focus on relatable imperfections resonate deeply with younger consumers, making them feel seen and valued.
Glossier's organic social media strategy turns everyday users into brand ambassadors- and it’s precisely this approach that has helped build a $1.8 billion empire by appealing to their audience, who are mainly Gen Z’s.
Beauty giant @glossier regularly feature their customers featuring their favourite products - a great way for community to feel themselves reflected in their branding
Why It Works:
Authentic Content: Glossier focuses on real people using their products, rather than polished, professional shots. By showing skin imperfections and skin conditions on their page, they are normalising real skin + texture - representing a large part of society!
Community Building: The brand actively encourages and shares user-generated content, fostering a genuine sense of community. This also encourgaes users to share images with glossier products- which is an engagement win win situation!
Influencer Partnerships: Collaborations with micro-influencers feel more genuine and relatable to Gen Z consumers.
Glossier's strategy demonstrates that authentic voices often outperform traditional advertising, especially when targeting younger demographics.
Fenty Beauty: Masterclass in Diversity
Rihanna's Fenty Beauty has set a standard in the beauty industry by embracing diversity and inclusivity in its campaigns. By showcasing a wide range of skin tones and body types, Fenty Beauty resonates with Gen Z’s desire for representation and authenticity in marketing.
A great example of a brand that just gets diversity right on socials is @fentybeauty - a quick look at their feed highlights the ethnic diversity of their social media campaigns.
Adidas: Masterclass in Inclusivity
Adidas has made waves by opening a gender-neutral store in London and focusing heavily on its online presence. Their commitment to inclusivity resonates with Gen Z's values, allowing them to connect authentically with this demographic through campaigns that celebrate diversity and self-expression. On socials, their campaigns are rooted in their values of inclusivity in sport - regular spotlighting athletes with health conditions and disabilities, as-well as able-bodied athletes.
@adidas shown here spotlighting their clothing in an inclusive way- showing that the brand truly is for every body.
Why It Works:
Diverse Representation: Adidas consistently features a wide range of models and influencers across gender identities, body types, and ethnicities in their social media content. This authentic representation resonates with audiences as it taps into a desire for inclusivity and allows more young people to see themselves and real people reflected through the brand.
User-Generated Content: The brand actively encourages and shares user-generated content that showcases how diverse customers style and wear Adidas products in gender-neutral ways. This approach fosters a sense of community, allowing the audience to feel involved in shaping the brand's image.
Value-Driven Storytelling: Adidas uses its social platforms to share stories and campaigns that highlight their commitment to inclusivity, sustainability, and social justice. By aligning with causes that matter, they create deeper connections beyond just product promotion.
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