Learn from the the best social media posts of 2022

Each week we round up the best social media posts from across the UK. See who's coming out on top and copy the winning moves for yourself. The tips and tricks are easy to replicate for any business no matter the size.

Join us for a free webinar every Wednesday at 10am where we'll be reviewing the best social media posts of 2022 and what you can learn from them.

January 2022

Boots got in on the Veganuary action last week by featuring cult skincare favourite, The Ordinary.

Veganuary may traditionally be something supermarkets and restaurants can get on board with, however skincare and beauty brands also have the opportunity to maximise their cruelty-free or plant based offerings at a time of year where customers are doubling down on the self care and lifestyle changes.

How to replicate
Be aware of relevant hashtags, awareness days/weeks and months as well seasonal moments like Veganuary. They offer businesses a chance to create and theme content around things already top of customers’ minds. 

 

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A post shared by Boots UK (@bootsuk)

The travel industry has been the hardest hit by the pandemic and ongoing changes and restrictions. As news emerged that Boris Johnson hosted a party (or work meeting depending on whether you accept the official line or not), while the country were following government rules, Ryanair upped their social media game.

The outspoken approach was witty, pithy and wry and earned the airline tens of thousands of engagements, as they took aim at the PM and wider government. Ryanair get the tone right with this one - pulling punches in a humorous way but in a way that accurately captures the mood of the public.

How to replicate
Knowing whether to enter into a political fray online and how to go about it as a business is down to you and how you want your brand to be perceived. Whether you go for humour or a hard line stance, its a bold move. Ask yourself whether its relevant for you to comment and make sure your social media team are prepped to handle any comments and engagement you receive off the back of it.

Nike continue to spotlight both professional and grassroots community sports clubs and athletes from across the globe. The featured team in this post hail from Japan and the post celebrates a local marathon in Tokyo.

With these posts, Nike continues to feature real people who share the brand’s passion for sport and wellness. At the same time they champion global sporting communities in an inclusive way, rather than just focusing on elite performance athletes.

How to replicate
Focus on the people who use and delight in your product and services so that customers recognise you as a brand which is for them and includes them.

 

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A post shared by Nike (@nike)

M&S won Christmas hearts on social media in the week leading up to Christmas announcing on Instagram its store colleagues, customer care team and social media team would be offline and at home with their families until December 27th.

Like 2020  when supermarkets opted out of trading Boxing Day to give their teams chance to regroup, M&S went for a similar approach for Christmas 2021. While contracted staff made up the hours elsewhere or could take it as leave, the foregoing of a Boxing Day sale start when down well with the public earning over 54,000 likes for the business.

How to replicate
People continue to look to businesses to show they treat their colleagues, especially those on the front lines, fairly. Make sure you are showing up for and championing your people.

 

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A post shared by M&S (@marksandspencer)

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