Avoiding Branded Cringe on Social Media Comes Down to 1 Factor

Winning brands enter other people’s conversations with confidence, personality, and no marketing speak.

EXPERT OPINION BY JAMES F. RICHARDSON, PHD, FOUNDER, PREMIUM GROWTH SOLUTIONS

Modern consumer brands with a sizable chunk of their target audience under 40 years old must engage with consumers online from the start, or the “kids” won’t think you’re even real. But how do you do this without coming off like a corporate marketing dork or a cringey closer? Or limiting your reach to followers of your profile page?

Online branded interaction is a delicate post-pandemic best practice, not that different from sitting with the cool kids in the high school cafeteria. It’s remarkably easy for classically trained marketers to mess it up. Yet, it’s a relatively cheap, highly memorable tactic for brands with excited fanbases and strong........

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