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Digital Marketing

Brands Who Get Social Media Right

In this day and age, it’s incredibly difficult to run a successful ecommerce business without incorporating some kind of social media strategy. Even if you simply set up your basic social media accounts and link them to your website, finding your company on Twitter, Facebook and Google+ will add a sense of legitimacy to your business and comfort any potential customers that may be researching you before purchasing your goods or services. If you can take this to the next level, and appropriately develop a social media strategy with regular content, increasing followers and a full growth plan, then social media could provide you with more customers, an increased conversion rate and an ever-growing brand awareness; three things which are imperative to any ecommerce business. Some brands get it wrong, as we have covered before on another blog, but some brands absolutely nail social media, and can teach us a lot about this element of digital marketing which is so current and oh so popular. Here’s 2 brands who get social media just right.


Innocent are undeniably the kings of social media, commonly referenced in successful marketing blogs and online how-to guides. Innocent are known for their delicious smoothies and food produce, but more importantly – their absolutely phenomenal social media strategy. Their brand name is ‘Innocent’, meant to reflect the simple and natural ingredients in their produce, but innocent is the perfect word to describe their social media content too.

They produce content which is family friendly, topical, light-hearted and simply adorable; knowing their audience inside out. They regularly live tweet events and occasions that complement their audience; the Brit awards for example, and are constantly on hand with pun-riddled content for most news items. Their content is designed to be shareable, often reaching incredible viral figures, and consequently building their brand awareness with every new post.

More so, they engage first hand with their customers in a light-hearted manner, adding a truly personable element to their social media which has turned them into one of the biggest and best brands in the business right now.

innocent apple juice using the iphone 6 release as a way to market their product in a humorous way

Innocent’s take on the Apple Iphone 6 release.



‘Netflix and Chill’ has become a popular Millennial joke and features in more memes than we can possibly count. Thanks to Netflix dominating the world of television and growing exponentially year on year, it’s only right that the brand had a social media game to match their booming popularity; and they most certainly do.

Netflix have created a niche social relationship with their followers, regularly engaging in a light-hearted banter that has become synonymous with the brand. Often adding a wink or an emoji to their tweets, they poke fun at their readers and create a fantastic sphere of personal conversation that helps them gain popularity.

They have an incredible understanding of their audience, which of their shows are most popular, and which types of content will get people engaged and talking. They also use influencer marketing extremely well, regularly leveraging from tweets made by celebrities and bloggers featuring their brand.

Netflix tweet about Black Mirror

Of course, your social media strategy must represent your brand. You need to publish content which supplements your audience and complements your industry, keeping your brand ethos in mind at all times. However, there are certainly a few things to be learned from the biggest and the best in the game. Know your audience, add some personality to your content and be consistent for a social media quick win.


Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.