Patagonia's TikTok video on the importance of recycling

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Example of a user posting a meme about her Spotify wrapped on X.
Spotify designs these internal metrics to be super shareable. With the push of a button, Instagram users can share their highlights without resizing or reformatting.

It’s also become an ongoing game for users, who listen more to the artists and playlists they love so they can be featured on next year’s Wrapped.

What you can do: Offer personalized, shareable content that encourages more use of your product or service. Reach out to influencers to help create your content. Use Semrush’s influencer analytics tool to identify the perfect ambassador for your brand and see what competitors are doing.

5. Patagonia Mission-Led Content
Patagonia doesn’t use its social media marketing strategy to promote its products. Instead, they focus on content that raises awareness for relevant social causes and environmental issues.

For example, here’s one of their TikTok videos featuring a clip from a short film about the importance of recycling.

This Instagram post is a snapshot from a recent March to usa telegram data End Fossil Fuels protest. They support the cause and include a link to a relevant petition in their bio.

Patagonia’s Instagram post at the March to End Fossil Fuels protest.

This X post is another clip from a short film about the effect of dams on greenhouse gas emissions.

Patagonia’s post on X about the effect of dams on greenhouse gas emissions.
Patagonia is focused on UGC and has a long history of standing up for what they believe in. They discuss topics like their manufacturing process on social media, but they don’t push for sales. Or make the products the focus of every post.

Instead, all messaging and calls to action (CTAs) are about protecting the environment and rethinking consumerism. The brand is not afraid to speak out on topics it deems important.