5.6 Social Media & Influencers: Amplifying the Message

Technology has transformed how people discover, evaluate, and share information about products. Today’s consumers don’t just watch ads. They co-create content, share opinions, and influence each other’s buying decisions on social platforms.

That’s why social media marketing has become the #1 amplifier for great positioning and value creation.

Why Social Media Works

Unlike traditional media, where brands talk at consumers, social media enables brands to have conversations. Better yet, it turns satisfied customers into “active receivers” who can evangelize products to their own networks.

Done well, social media accomplishes the following:

  • Reaches new customers at a low cost

  • Engages current customers and deepens loyalty

  • Converts audiences into buyers—often with help from influencers

From Reach to Revenue

Figure 5.5 below shows how effective social media strategy turns attention into action.

Figure 5.5: What is the goal of pricing for marketers?

The Power of Content that Sticks

“Sticky” content keeps people engaged, encourages them to click deeper, and entices them to return. Sticky includes the following:

  • Photos and videos

  • Product reviews

  • Interactive tools

  • Emotionally resonant storytelling

The more engaging your content, the more likely you are to move people from casual viewers to loyal customers.

Best Practices for Social Media Marketing

To turn reach into revenue, follow these steps:

  1. Set Clear Goals

    Boost brand awareness, drive site traffic, increase conversions.

  2. Know Your Buyer Personas

    Understand their social habits, motivations, and preferred content styles.

  3. Choose the Right Platforms

    • Facebook and YouTube for broad reach

    • Instagram and TikTok for younger, visual-first audiences

    • LinkedIn for B2B and thought leadership

  4. Create Engaging, On-Brand Content

    Balance product info with lifestyle, humor, and community.

  5. Track and Optimize

    Use analytics tools like Hootsuite or native platform data to see what’s working—and what’s not.

Strategy in Action: Wendy’s—Serving Up Personality with Every Tweet

In 2017, Wendy’s was just another fast-food brand online. Then everything changed.

The brand’s social media team (led by then-community manager Amy Brown) flipped the script. Instead of bland promotional posts, Wendy’s Twitter began roasting competitors, joking with customers, and crafting viral memes.

Example tweets that grabbed attention:

  • A customer asked: “@Wendys, how much does a Big Mac cost?”

    Wendy’s reply: “Your dignity.”

  • When McDonald’s announced frozen beef, Wendy’s tweeted:

    “So you’ll still use frozen beef in MOST of your burgers? Asking for a friend.”

The most famous moment?

#NuggsForCarter: A Twitter user named Carter Wilkerson asked Wendy’s how many retweets he’d need to get free chicken nuggets for a year. Wendy’s replied: “18 million.”

Carter’s tweet exploded, becoming the most retweeted post in Twitter history at the time. Even celebrities and major brands jumped in to help Carter.

What happened at Wendys?

  • Wendy’s follower count surged by millions.

  • News outlets covered the brand’s witty tweets, giving free PR.

  • Brand affinity with younger consumers skyrocketed.

  • Sales saw a measurable lift in the quarters following the campaign.

Pro Tip

A bold, consistent social voice can turn a brand into a cultural icon—especially when humor and relevance drive engagement.

References

Gallucci, N. (2017, January 5). Behold: The sass master behind Wendy's Twitter. Mashable. https://mashable.com/article/sassy-wendys-social-media-manager

NPR Staff. (2017, May 9). Quest for free chicken nuggets inspires Twitter's most retweeted tweet. NPR. https://www.npr.org/sections/thetwo-way/2017/05/09/527597422/quest-for-free-chicken-nuggets-inspires-twitters-most-retweeted-tweet

Influencers: Multiplying Your Message

Influencers—individuals with loyal social media followings—can dramatically extend your brand’s reach.

Types of influencers:

  • Mega-Influencers (1M+ followers)

  • Macro-Influencers (100K–1M followers)

  • Micro-Influencers (10K–100K followers)

  • Nano-Influencers (<10K followers but highly trusted by niche audiences)

For many brands, micro- and nano-influencers deliver the best ROI because of their close, authentic relationships with followers.

Strategy in Action: Gymshark’s Micro-Influencer Magic

When UK-based Gymshark launched in 2012, it didn’t have the budget to sponsor big-name athletes like Nike or Under Armour. Instead, founder Ben Francis (then 19 years old) bet on a new strategy: partnering with fitness micro-influencers—everyday gym enthusiasts and emerging YouTubers with 10,000 to 100,000 followers.

Example Content

  • Fitness influencers posted workouts wearing Gymshark apparel.

  • They shared “transformation stories” showing how Gymshark gear fit into their personal fitness journeys.

  • Gymshark reposted the best content, making influencers feel like co-creators, not just paid endorsers.

One early success? YouTuber Lex Griffin (@LexFitness) became one of Gymshark’s first ambassadors, producing authentic training videos while casually showcasing Gymshark gear. His followers trusted his recommendations.

Micro-Influencers Turn the Tide

  • Gymshark’s revenue grew from £500 in its first year to over £1 billion valuation by 2020.

  • The brand built a fiercely loyal community across Instagram, YouTube, and TikTok.

  • Even today, Gymshark maintains a “family” of micro-influencers rather than focusing on expensive celebrity endorsements.

Pro Tip

In the age of authenticity, micro-influencers can build stronger trust—and greater long-term impact—than superstar deals.

References

House of Marketers. (2024, May 10). How Gymshark grew a £100M business in 7 years with influencers!. https://www.houseofmarketers.com/how-gymshark-grew-a-100m-business-in-7-years-with-influencers/

Cook, J. (2020, August 17). How Gymshark Became A $1.3 Billion Brand, And What We Can Learn. Forbes. https://www.forbes.com/sites/jodiecook/2020/08/17/how-gymshark-became-a-13bn-brand-and-what-we-can-learn/

Forbes Agency Council. (2022, September 19). Eight Brands That Have Built Thriving Communities On Social Media. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2022/09/19/eight-brands-that-have-built-thriving-communities-on-social-media/

Events + Social Media = Momentum

The best social media campaigns often tie into real-world events or experiences.

Strategy in Action: Red Bull’s Flugtag—Turning Spectacle into Social Media Gold

Red Bull, known for its high-energy branding, created Flugtag (“flying day”)—a series of events where competitors build homemade flying machines and launch them off a pier in front of huge crowds. It wasn’t just a stunt. Red Bull tied Flugtag into their social media strategy.

  • Contestants and fans were encouraged to create and share content on Instagram, TikTok, and YouTube.

  • Red Bull livestreamed the events, increasing global reach.

  • They used hashtags like #RedBullFlugtag to aggregate user-generated content.

  • Influencers and athletes were invited to judge or participate, creating cross-platform buzz.

What’s a Flugtag?

  • Some Flugtag videos generated millions of views.

  • The event became a global cultural phenomenon, aligning perfectly with Red Bull’s extreme sports positioning.

  • Red Bull strengthened its brand as not just an energy drink, but a lifestyle and media company.

Pro Tip

When brands blend live experiences with social media amplification, they create momentum that lives far beyond the event itself.

References

Red Bull. (n.d.). Red Bull Flugtag: Event Overview, Stories & Videos. Retrieved May 29, 2025, from https://www.redbull.com/us-en/event-series/red-bull-flugtag

Wikipedia contributors. (n.d.). Red Bull Flugtag. Wikipedia. Retrieved May 29, 2025, from https://en.wikipedia.org/wiki/Red_Bull_Flugtag

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