a single source, nothing corroborates it

Give the account a character and hold it

A recognisable voice means a follower knows whose post it is before they see the name, which is what makes an account worth following rather than tolerating. Handing the feed to a mascot, routing a dry product through pop culture, allowing light entertainment and coining a name for your users all give people an identity to join.

The method

1. 01

   Hand the social account to the character and let it speak in that voice, and spend most of that voice playfully engaging with customers rather than only attacking competitors.

2. 02

   Hold tone, look and message steady enough that a follower recognises your post before they see whose account it is.

3. 03

   Use pop culture to make a dry or unfashionable product feel relatable to the platform's audience.

4. 04

   Don't overthink it - a lot of your audience simply wants light entertainment, and posting that is legitimate.

5. 05

   Coin a name for your users so there is an identity available for them to take on.

What it returned

• 4,000,000

  Wendy's turned a flat cartoon into a running personality on X and built a following of nearly 4,000,000.

• Author holds up the supermarket label no name as the clearest example of consistent tone, aesthetics and message.

• SparkNotes sells literature study guides, a poor fit for Twitter, so it routes everything through pop culture references.

• Author cites Dictionary.com, Chipotle and the English Rural Life account.

Sources

• Mascots - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Social media Leverage a mascot for customer engagement · undated
• How brands make friends on TwitterHarry Dry · Marketing Examples · How brands make friends on Twitter · undated
• My Twitter Inspiration HandbookHarry Dry · Marketing Examples · 17/ Consistency · undated