Itâs the summer of 2023 and our team is putting the final touches on a 100-page social playbook for a client.
Boom, another social platform launches.
Itâs not the first (or last) time this has happened. But at the time, this thought occurred: Why are we spending hundreds of hours and thousands of dollars on something that canât possibly keep up?
Playbooks canât keep up with the platforms, but more importantly, they canât keep up with consumers and culture. It made me want to ditch playbooks altogether. A clearly defined philosophy is the path forward toward building a successful brand online.
A playbook inhibits speed
Social media is our most democratic creative medium. Itâs where we have the freedom to take the most chances and by giving ourselves a rigid playbook, weâre eliminating the space to play.
Eliminating the space to play means eliminating the potential for making something truly memorable, impactful and scroll-stopping. The best ads from Apple, Nike and Volkswagen broke from tradition; they had a reason for being and they were not born out of a playbook.
The same is true of the social content that breaks through, from brands like Jacquemus, Heaven and Ssense. They ignore what âworksâ on social in favor of what defines their brand. Social platforms are not a place to chase engagement, but a new world in which to represent our brands.
Build a philosophy instead
The thing that will truly champion creative freedom is a vision statement; a philosophy or a living document to guide the spirit and purpose of brand work across platforms old and new. Create a framework that allows doing more, trying more and saying no to trends that do not align with a brandâs core values. It also enables a brand to move fast and adapt, the only way to be in the center of culture.
A philosophy allows for change without losing sight of the North Star; itâs how we confidently operate in ambiguity while staying firmly rooted in our purpose. The most successful philosophies will be concise and inspiring, edited down to the rules that give us what is needed most: Space to play.
The foundation of a genuinely successful social philosophy depends on the following five elements:
- Intention: The cornerstone of every brandâs philosophy is defining the why for social. The best ones link closely to the mission and vision of the brand. Where should your brand be present, and why? And where should your brand not show up?
- Value: Too often we ask what social media is doing for us. The right question is: What are we offering our fans? The fans determine success; if theyâre responsive, engaged and taking action, youâve earned a place in culture.
- Creative fuel: Are we open to every source of story? How do our fans talk about us? Which voices are rising? Inspiring? We must use the broader cultural conversation to create impact.
- Creative development: The game here is speed and constant adaptation. It is also essential to match the development of creative assets to the places, spaces and purpose of where it will live. How immersed is your creative team in culture? Where are they experts? Where can they keep growing?
- Reflection: Revisit often and consider the creative lift versus the impact. Does the work still feel fresh? This is the place for KPIs and benchmarks; itâs also the place to take stock of the world around you and ensure youâve struck the right tone. Are you listening to your community?
Impactful brand moments are fueled by a thoughtful and rigorous social philosophy. Build one and ditch your playbook.
