The Big Smoke uncovers how smart social media strategies can drive real business growth, boosting sales by moving beyond vanity metrics and tapping into authentic engagement that converts.
When did social media become all about vanity metrics, and why are we still okay with that? Sure, to some extent brands can measure their success on socials by the number of likes, followers, and shares – but followers don’t pay the bills.
Effective social media use offers a bigger opportunity, one that could see your business actually grow, over just looking popular. The secret? Sometimes you need to go off script, get creative, and let your team take big swings.
Some brands are mixing it up, not playing by the rules, and their sales figures prove it can be very effective.
Take Chilis for example (you know the fast food brand with outlets across Texas?) – in the last quarter, they’ve seen a 40% sales growth thanks to an organic, viral TikTok strategy that caught fire.
But they aren’t the only ones
When Ryanair took to Twitter a few years ago with an unapologetically sarcastic tone, they ditched the traditional customer service voice in favor of sharp wit and humor. Their social team turned complaints into viral content, often using memes or cheeky replies to transform negative moments into shareable material.
Why Going Off Script Works
Going off script isn’t about chaos – it’s about giving your team room to experiment and push boundaries within strategic limits. For Chilis, the CMO trusted the social media team to “run wild”, and it paid off big time on TikTok. Organic content, made without flashy influencers or heavy ad spends, drove the kind of engagement that can’t be bought: genuine customer connection.
And with Ryanair it worked, because the approach was real and relatable. It resulted in a loyal following of users who aren’t even actively booking flights but love the brand’s personality. The airline didn’t chase likes; they created a voice that customers wanted to engage with and share.
They also went viral on Tiktok, and in the 2023-24 financial year they saw an increase of around 25% revenue from the previous year.
And you can bet the airline will be first and foremost in all those followers’ minds next time they plan to take a short break in a neighboring European hot spot.
The Power of Organic Social Media
Organic social media offers something far more valuable than quick vanity numbers: authentic engagement. The beauty of platforms like TikTok and Twitter is that your brand can reach people who might not have been your original target audience – people who didn’t even know they wanted your product.
Take Duolingo. Their quirky, and often unhinged TikToks – led by their mischievous green owl mascot – have nothing to do with traditional language learning promotion. But they speak to the platform’s audience perfectly, which it’s worth pointing out led to a 45% increase in total revenue in the fourth quarter of 2023.
Duolingo’s TikToks consistently go viral (in 2023 they reported a daily increase of around 65%) not because they’re pushing a product, but because they’re fun, creative, and fit right into the meme-driven culture of TikTok. And the best part? They’re also attracting people who don’t even use the app, expanding Duolingo’s reach in the most organic way possible – by encouraging user-generated content that authentically connects and supports their users.
Expanding Your Audience – Unexpectedly
You can’t engineer virality, but you can stack the odds in your favor by doing something unexpected.
Ocean Spray wasn’t planning for its cranberry juice to become the star of a viral TikTok moment when Nathan Apodaca (aka @420doggface208) filmed himself longboarding while drinking a bottle of the juice and lip-syncing to Fleetwood Mac’s Dreams. (Note: original clip no longer available.)
But they embraced the moment and capitalized on the viral buzz. Ocean Spray even gifted Apodaca a new truck, filled with their product. The result? Ocean Spray saw their brand not just trending but resonating with an entirely new generation of consumers
Stanley is another brand that got fired up, by not getting fired up (so to speak). When @danimarielettering posted a video of her Stanley tumbler being the only thing unscathed after her car caught fire, the post lit up, rapidly amassing millions of views, likes, and comments. Similar to Ocean Spray, Stanley’s brand visibility skyrocketed (and just quietly, their 2023 sales skyrocketed by 275%), bringing the brand to a broader audience, and their social media engagement surged – so the company replaced her car.
Taking the Leap: What’s the Secret to Viral Content?
There’s no real secret sauce to going viral, but you can position yourself to maximize your chances. It may also get uncomfortable, but you have to change your mindset and trust in your team, and the calculated risk, but primarily remember it’s not just about likes. Consider these aspects as you mix it up:
- Relatability: the posts that catch fire are the ones that hit people right where it matters – whether it’s humor, emotions, or just that “this could totally be me” feeling. You want people to see themselves in your content. Make them laugh, cry, or shake their heads in knowing agreement, even piss them off a little, and you’re halfway there.
- Trendjack Like a Pro: if it’s trending, it’s your ticket to ride, and a given. Whether it’s a viral challenge, meme, or big cultural moment, that moment is everything. Do it quickly or risk being the last one at the party that’s already over.
- Catch the Curveball: What really gets people talking? The stuff they didn’t see coming. The unexpected twist that makes people say, “Wait, what?!” That’ll stop them scrolling, to share your stuff in a group chat.
- The Algorithm is Watching: engagement is king, and the algorithm is your benevolent dictator. More interaction equals more visibility. Get people commenting, sharing, and reacting right away, and the platform itself will help spread your post like wildfire. It’s a game of social physics – the more momentum you have, the faster you grow.
- Know Your Playground: every platform is its own little universe. You wouldn’t crack a dad joke at a TikTok party, and you wouldn’t drop a meme in the middle of LinkedIn. Your content needs to speak the language of the platform. Tailor your posts to the vibe of the platform, and you’ll be playing on home turf.
- Get Them Talking: real viral winners don’t just get shared – they start conversations. Whether it’s a hot take, a cheeky comment, or a challenge, give your audience something to react to. If your post gets them tagging friends or jumping into the comments, your post will go up in flames like Danielle’s car.
- Get Your Skates On: speed is everything in the social world. In the social media world, speed is everything. If you’re too slow, you’ve missed your chance. Jump on trends, respond to breaking moments, and release content while the topic’s still sizzling.
- Be Unpredictable: nothing goes viral by being boring. Inject some unpredictability – a twist, surprise, or something that’s just a bit weird. If it catches people off guard in a good way, you’ve got their attention. And in the social media world, attention is currency.
By embracing these elements, it can be a wild ride, but when all the pieces fall into place, you won’t just get likes – you’ll get remembered next time they’re hungry, thirsty, or want a weekend away.
The Takeaway
Here’s the thing: if you’re still counting likes and followers, you’re missing the point. Social media has the ability to take your brand and business beyond vanity metrics – it’s about impact.
The content that blows up usually nails a few key things: it hits people emotionally, lands at the perfect moment, is a breeze to share, and fits the platform’s vibe. The secret for brands? Even when you’re going off script, keep it real and tailor-made for the audience.