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What Big Brands Can Teach You About Social Media

What Big Brands Can Teach You About Social Media

Big brands have entire teams—or even departments—dedicated to social media. But that doesn’t mean their strategies are out of reach. In fact, many of the most effective tactics used by giant companies can be adapted by individuals and small businesses with a little thought and consistency.

Let’s look at what the big players do right (and sometimes wrong)—and what you can borrow.

1. They Make Sure Their Profiles Are On-Brand Everywhere

From their Instagram bios to their TikTok replies, big brands are consistent:

  • The same logo across platforms
  • Clear website links in bios
  • A short, punchy description of what they do
  • Consistent tone and voice

You don’t need a design team. Just pick a clean profile photo, write a clear bio, and link to your website. Do this everywhere you’re active.

2. They Join Trends—But Thoughtfully

When Wendy’s tweets sarcastically or Duolingo’s owl goes viral on TikTok, it may seem random—but it’s not. Those posts were created by trained professionals who know exactly what tone fits their brand, and who carefully watch what’s happening online.

For small businesses:

  • Only join in on trends that relate to what you offer.
  • Stay away from memes or jokes unless you're absolutely sure how they'll land.
  • Never try to be "edgy." It works for Wendy’s because they have 20 million followers and a safety net. You don’t.

3. They Stay Positive and Rarely Argue

Most large companies avoid arguments, even when people post rude comments. They respond kindly or not at all. That’s not weakness—it’s brand protection.

When your website is linked to your profile, your personal replies represent your business.

If someone criticizes you, consider:

  • A short, polite response
  • A helpful clarification
  • Or no response at all

Never get defensive. Never argue. That’s a fight you don’t win.

4. They Speak Directly to Their Audience

Good brands know exactly who they’re talking to. Their tone matches their customer:

  • A tech startup might be casual and sleek
  • A luxury skincare brand will be elegant and calming
  • A children’s toy company will be bright and playful

Know your own tone. If you’re offering lawncare services, speak in a friendly, helpful way. If you’re offering wedding photography, aim for warm and beautiful.

Write your posts like you’re writing a short note to your favorite client.

5. They Learn From Mistakes—Publicly, If Needed

When a brand missteps, they often:

  • Apologize publicly
  • Delete the bad post
  • Re-focus their content

You can do the same. If something you posted felt off in hindsight, take it down. If someone points it out, thank them. Your ability to course-correct shows professionalism.

6. They Use the Platform for What It’s Best At

Each platform has its own style:

  • Instagram is visual—great for photos of your work or short reels
  • Facebook is neighborhood-focused—great for community services
  • X (Twitter) is fast-paced—good for short updates, availability, or shoutouts
  • NextDoor is hyper-local—perfect for services offered within your zip code
  • YouTube is long-form or community-based—great for video, or comment participation

Big brands tailor their posts to fit the vibe of each place. You should too.

7. They Get People Talking (Sometimes Quietly)

Some brands go viral. Others just stay steady. Either way, they:

  • Share useful or beautiful content
  • Highlight real customer stories
  • Celebrate small wins
  • Ask questions and encourage replies

You don’t need to post daily. But when you do, make sure your post either:

  • Teaches something
  • Shows your work
  • Makes someone smile
  • Or helps people understand what you offer

A Few Famous Wins—and What You Can Learn

Wendy’s (X/Twitter)

Known for sassy replies and “roasting” people. It worked because:

  • They were consistent
  • The humor matched their brand
  • They didn’t cross the line

Lesson: Humor can work—but only if it's professional, brand-aligned, and extremely well-executed. For small businesses, stick to kindness and clarity.

National Park Service (Instagram & Threads)

Used unexpected “thirst traps” (wild animals, beautifully written) to go viral. Playful but educational.

Lesson: Surprising content can work—especially if it’s informative, respectful, and unique.

Duolingo (TikTok)

Turned their mascot into a weird little gremlin of chaos—with huge success. But again, this worked because:

  • Their audience is mostly young
  • They embraced absurdity intentionally
  • It aligned with their playful app

Lesson: Know your audience. Don’t copy a strategy that doesn’t fit your tone.

Final Thoughts

You don’t need a million-dollar budget to act like a big brand.

Just:

  • Stay kind and consistent
  • Know who you’re talking to
  • Tailor your presence by platform
  • Be ready to apologize and learn

And always, always link back to your website.

Because no matter how clever your post is, it won’t mean much if people don’t know where to find you.

Keep it clean. Keep it kind. Keep it simple. That’s what the best brands do—and now, so can you.