⚫️🟡 How Peet’s Coffee Balances Memes and Branding (and Why It Works)

I’ve talked a lot about balancing memes and original content in your social media strategy.

But I realized that I haven’t shown many examples of consumer brands that are doing a good job of this. So, today, I figured we’d jump in and take a look at two accounts: Peet’s Coffee and The New York Public Library to see what they do well.

First, let’s look at Peet’s Coffee feed. 

You see that they intentionally balance meme content and branded/produced content. What comes across with their content and Reels is a feed for every follower’s content taste, without turning their page into a full-blown meme account.

The Results: A balanced account that is in touch with culture, but doesn’t lose its brand to it.

Now, Let’s look at the New York Public Library, specifically its efforts to get funding/overturn budget cuts. The library used combinations of original content, celebrity interviews, and trending memes to generate attention for its campaign.

The Results: The library was able to avoid budget cuts as the city council reinstored their funding after gathering support. They even used a meme to let everyone know.

Thoughtful social media strategies end up with thoughtful feeds, and ultimately more cohesive content plans.

Kudos to the SMMs running these accounts!

Hope that helps inspire your socials.

Until next week,
Jordan

P.S. If you want to connect on social media, where I share tips throughout the week, follow me on X (Twitter) or Linkedin.

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