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Why functional brands shouldn’t ignore reactive content opportunities

And what the funniest accounts on the internet know that you do not

Two colleagues working on a laptop on a sofa

Priya Shah

20 February 20264 min read

Most brand voices were written for a press release and then asked to survive on TikTok. They do not. The accounts people actually follow sound like a person, because there is a person behind them with permission to be one.

Brand guidelines describe a voice as "confident yet approachable" and then forbid every joke that would make it either. The problem is not the writers; it is the sign-off chain.

Personality is a process

The brands with a real voice on social have short approval loops, a named human owning the account and an agreed list of things they will never say. Everything else is fair game.

183k

Engagements

Where to start

You do not need a rebrand. You need to remove some rules.

Kill the phrase "on brand" in social reviews
Let the community manager reply without a deck
Write for the reply, not the post

The brands that win on social are the ones that treat it as a creative discipline, not a distribution channel.

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Why functional brands shouldn’t ignore reactive content opportunities

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