Learning from the best of March on social media

How do people feel about Bloom & Wild - From Maybe*

Sharing is caring with Bloom & Wild

In the caption of their post, Bloom & Wild state, ‘It can be hard knowing what to say sometimes’. They want their customers to know that they understand that certain topics – in this case, Mother’s Day – can feel emotionally loaded and difficult to broach. So Bloom & Wild have worked with charity Tommy’s to put together a post, not filled with flowers, but with helpful advice from people who understand.

They’ve opted for a carousel post here. It’s a great choice, because a carousel means that their customers can choose to take in the post at their own pace. Scroll or not scroll. The choice is up to them. There is simple, white text set over block colour backgrounds. It’s not too much. It doesn’t shout.

If you also feel like sharing some tips or advice on your feed, this approach could work well for you, too. Think about how your customers will best take in information from your posts – whether that’s video or Reels, or carousels as Bloom & Wild have done. Putting yourself in your customers’ shoes will help your social content go a long way.

Not too much, not too little from Freddie’s Flowers

This deceptively simple Reel from Freddie’s Flowers packs a big punch. Their message comes across gently, nothing is overdone, and their carefully worded caption has the perfect balance of sensitivity and sentimentality.

The format of their Reel has a lot to do with this. Leaning into the popular ASMR* trend, watching a pair of hands complete a task is soothing. That, coupled with the overlaid captions, makes this Reel just informative enough. The distraction of the footage means that while their message lands, it’s not done in an ‘in your face’ kind of way.

If you’re aiming for a similar approach, you could try filming snippets of your day, or film yourself completing a small task. You could add a voiceover (don’t forget the captions), or add a music track, as Freddie’s Flowers have done here. Alternatively, simply leave your video to run without sound, and let your written caption do all the talking.

*ASMR stands for ‘autonomous sensory meridian response’, an immersive, often calming feeling that starts as a tingling sensation, spreading from the scalp to the back of your neck, then down your spine.

How do people feel about Freddie's Flowers - From Maybe*

How do people feel about Sainsbury's - From Maybe*

Sainsbury’s mix & match social special

Sainsbury’s are mix-it-up masters when it comes to their social content. This stop-frame animation post is a case in point. It’s sweet and simple, and a great example of not needing a grand or impressive set-up to create a cracking post. All you’d need is a camera (and yes, your phone will absolutely do), your subject, and a bit of patience. Then get snapping, and you’ll be off and away.

Alongside this little animation, Sainsbury’s have a variety of social content sitting pretty in their trolley. From classic static images, to carousels (super short and simple Reels to longer form recipe vids) to animated images. If you’re in the market for a basketful of social inspo, Sainsbury’s is the store for you.

Teamwork makes the dream work at Lidl

Big, bright and colourful, Lidl’s social channels are fun and eye-catching.

They’re big fans of bouncy images overlaid across various shades of blue in their posts, and if their feed consisted of these posts and nothing more, it would work just fine. But ‘fine’ isn’t what Lidl are striving for. To kick things up a notch, they regularly collaborate with a range of content creators, and share those collabs as Reels on their feed.

This post, a collaboration with Tasty UK, is one from a series of recipe posts all about cheap eats. So far, so Lidl, and it works well for them. By using this particular collaboration to focus on the value of the ingredients, the hidden value for Lidl is the boost in engagement on their social media. The collaboration posts will be seen by two audiences, Lidl’s and Tasty UK’s; both hungry for dinner inspiration and value for money.

By mixing up their content, Lidl is able to offer a richer spectrum of posts for their followers to enjoy.

How do people feel about Lidl - From Maybe*

How do people feel about Monzo - From Maybe*

Colour, carousels and chat from Monzo

We all love a step-by-step guide to help us understand a new topic or feature, and Monzo have embraced that notion in their carousel posts. As you scroll, you’re taken to the next set of instructions, in an easy to digest way. It’s a win for the customer, and a win for Monzo. These posts are great for grabbing attention, and keeping it. More scrolling for Monzo, more learning for the customer – it’s a boon for them in the engagement stakes.

Monzo use relatable language; they understand time is a commodity for most people, but that building up your savings is important, too. So how to marry the two and get that all-important info out to your customers? Step in, social media. It's important for your customers to understand their options and feel educated, but they also don't want to feel talked down to or patronised. Using clear and simple language to explain complex concepts, without oversimplifying or assuming prior knowledge.

Nostalgia packs a content punch for Starling

Starling's post is a playful take on their spending notification features. It subtly highlights what they are aiming to promote, but with the video games footage, harks back to a simpler time when Starling users probably wouldn’t even have had their own debit cards, much less a banking app. Nostalgia is a powerful – and sometimes very niche – tool. Not all Starling customers may get the reference, which is why knowing the demographics of your customer base (and therefore the topics they will be interested in) is so important.

Be mindful of the context in which your customers will be reading your content. If, for example, like Starling your main audience sits within the 30-50 age bracket, incorporating memes or nostalgic-led references might be effective. Ultimately, the key is to empathise with your audience and understand their perspective, so that your content speaks directly to their needs and interests.

How do people feel about Starling - From Maybe*