In the last year and a half, Crayola has grown their YouTube subscriber base by 400,000, and recently surpassed the one million subscriber milestone.
Crayola’s legacy of colorful self-expression seeded itself 120 years before the first YouTube video was posted. Yet the creativity icon’s YouTube content strategy is rooted in translating the magic found in its yellow and green crayon boxes to the digital landscape.
As Matthew Liotti, Brand Content Manager at Crayola, put it, “We like to remind people we’re a 120-year-old brand that’s still young and relevant. We love to test and learn—especially with video. YouTube is the definitive home of video. It’s the place where Crayola can take the content our brand has always produced, and put a social-first, video-centric spin on it.”
Liotti and his team craft activation content for the legendary brand across social channels. But he says YouTube is the only channel where they exclusively publish video content—making it the perfect place for the experimentation that has led to massive growth.
We sat down with Liotti to learn more about what it takes to build and scale an effective YouTube content strategy and are sharing key takeaways you can use to inspire your own plans.
Why having a YouTube content strategy matters
First, let’s cover why it’s important for brands to cultivate a presence on YouTube. According to a Q4 2024 Sprout Social Pulse Survey, 72% of consumers have YouTube accounts, and another one-third plan to use the platform more in 2025. The 2024 Social Media Content Strategy Report found that 32% of consumers engage with brands on the platform everyday, while another 47% engage at least once a week.
Not only are consumers present and engaged on YouTube, they’re also ready to buy. The same Pulse Survey found that 20% of consumers will use YouTube Shopping to make purchases in 2025. But that doesn’t mean you should hard-sell your products—even if they are the stars of your videos.
Instead, bring your audience on a journey with your brand, helping them imagine what’s possible with your products. The Crayola team succeeds at this by spurring on their audience’s creativity. As Liotti said, “At Crayola, we like to think outside the proverbial crayon box. We don’t need to be prescriptive about how to use the product, but rather inspire. Our content is geared toward both children and adults and supports our mission to help parents and educators raise creatively-alive kids.”
YouTube metrics to measure success
When charting your YouTube content strategy, having the right key performance indicators in place leads to more meaningful analysis, better content and a stronger impact.
“At Crayola, we always ask: ‘How do we tell if the juice is worth the squeeze?’ We use key metrics, like viewership trends and subscribers, to determine what works and how we can craft successful content maps,” Liotti explained. Viewership metrics like total views and watch time zoom in on the videos with the highest audience engagement, while number of subscribers illustrates how the channel is doing from a 10,000-foot view.
The Crayola team also uses secondary metrics, like audience breakdown, to determine if the right people are watching their videos.
3 tips for crafting a scalable YouTube content strategy
YouTube can be an intimidating platform for many teams. Its video-centricity requires more budget, time and planning than mixed-media platforms. To create a consistent channel and growing subscriber base, take a few pages from Crayola’s coloring book.
Build collaborative planning rituals
At Crayola, many teams are involved in the YouTube planning process. Social, content and activation team members are primarily responsible for most of the execution, however, digital, website and platform marketing teams all lend a hand in planning.
“We try to plan as far in advance as possible—usually months ahead—to align with other teams and marketing activations, like major product launches,” Liotti said. He added that while the process of collecting so much feedback from multiple stakeholders can be time-consuming, it ultimately results in a final product that’s high impact and authentic to the Crayola brand.
A good example of this is Crayola’s “Campaign for Creativity,” the brand’s advocacy initiative that reaches across social, PR, digital, and product and brand marketing efforts and uses YouTube as a key channel.
We were surprised to learn that their vast pipeline of YouTube content is primarily created in-house. Crayola has invested heavily in growing their team’s video capabilities. But they still work with agency partners, some of which have been collaborators for 30+ years.
The Crayola team relies on Sprout’s social media calendar to keep all of their partners—from agencies to other internal orgs—in the loop. The calendar, which can be sorted by channel, makes it easy to visualize all of the upcoming YouTube content, while also giving their team the tools they need to execute. Liotti called the calendar and its cross-collaborative capabilities “hugely important” for securing alignment.
Experiment with different formats and features
The Content Strategy Report found that over half of consumers are most likely to engage with long-form video when interacting with brands on YouTube. Strikingly, short-form video (31-60 seconds) was the second most popular choice.
While the channel is well-known for its long-form content, there’s an emerging consumer appetite for bite-sized video. The variety is a welcomed trend for marketers who already produce short-form video on other platforms, and now cross-post on YouTube.
Crayola is among the growing number of brands experimenting with YouTube Shorts. Their investment in short-form video on YouTube has garnered consumer and media attention, leading to Webby, Viddy, Social Creative and Golden Marcomm award wins.
But they are just as focused on other formats. Liotti explained, “The key to winning on YouTube is using all available content types. We maintain a balanced portfolio across the YouTube platform—including community posts, long-form, Shorts, 16:9 and vertical. It’s important to play with all available functionalities to get your content seen.”
Optimize for YouTube’s audience and nuances
YouTube isn’t just a video sharing platform, it’s also a search engine—the second most popular for Gen Z, behind only TikTok. Search plays a significant role in discoverability on the network and informs how people interact with content.
It can be tempting to try to drive people to your YouTube channel from other networks. But, the results might be lackluster. Pushing people from one platform to another can create a disorienting user experience. Instead, optimizing your YouTube SEO strategy can help you master the algorithm. As Liotti said, “We don’t proactively push people to YouTube that much. Instead, we get a lot of traffic there organically.”
You can also boost your discoverability by aligning your YouTube content with micro content trends. Liotti explained, “Competitive research and social listening are integral parts of our strategy. We answer questions like ‘What are other brands doing?’ and ‘Why is everyone talking about slime?”
Liotti and his team use Sprout’s AI-powered Listening technology to track conversations happening around key topics, and assess Crayola’s share of voice. By using social insights, they are better equipped to create compelling, high performing content.
Let your creativity come to life on YouTube
Liotti summed it up like this: “The more you double down and commit to building a YouTube content strategy, the more the algorithm favors you.”
Crayola’s YouTube success is a testament to the power of creativity, consistency and thoughtful strategy. By embracing experimentation, optimizing for the platform’s unique nuances and staying attuned to audience trends, they’ve grown their channel into a thriving hub for creative inspiration.
Whether you’re just starting out or looking to scale, remember to align your content with your brand’s mission, leverage collaborative planning tools and explore all the formats YouTube has to offer. With the right approach, your brand can create a lasting impression—and maybe even hit that million-subscriber milestone.
What happens when you combine the trust-building power of influencer marketing with the performance-driven results of affiliate marketing? You get affiliate influencer marketing: a high-impact strategy for boosting brand awareness and sales.
There are so many nuances to consider with influencer affiliate marketing, from tracking and attribution to finding the right partners to handling compliance. This guide will peel back the curtain on affiliate influencer marketing and walk you through everything you need to know, including its unique benefits and step-by-step tips for building your affiliate influencer program.
What is affiliate influencer marketing?
Affiliate influencer marketing, or influencer affiliate marketing, is a type of brand partnership where influencers earn a commission for driving product or service sales through their content.
Here’s how it typically works:
A brand partners with influencers to promote their product or service through social media content.
The influencer gets a unique affiliate link or discount code to share with their audience.
Each time someone uses the link or code to purchase, the influencer earns a percentage of the sale.
Retailer Temu recently launched an affiliate influencer program. Approved creators get a unique affiliate link, code to share and free products for selected campaigns.
Influencers who meet Temu’s posting requirements can earn cash, Temu credit, a $5 reward per referral download and up to 20% commission. And the more loyal their following, the better the rewards as there is no limit to potential affiliate earnings.
Brands like Amazon and Walmart also offer affiliate influencer marketing programs with tools to track sales and commissions through custom links and landing pages.
With its built-in affiliate platform, TikTok Shop helps brands connect with influencers and incentivize them. Creators can also easily find products and brands to promote.
Combining influencer marketing with affiliate marketing enables brands to tap into influencers’ authenticity and trust. Influencers don’t have a purely transactional relationship with their audience, so when they talk about a product or service, it feels more like a friend sharing a helpful recommendation than an advertisement.
This rapport translates into sales because people are likelier to buy from someone they already know, like and trust. Plus, seeing how the product or service fits into the influencer’s life makes it easier for followers to see how it could work for them.
Incorporating affiliate marketing into the mix also drives sales by further incentivizing and rewarding influencers who deliver the most conversions. They will be more motivated to create unique and engaging content for your brand to maximize their earning potential.
Benefits of influencer affiliate marketing
Influencer marketing builds trust and awareness, so it can be tricky to quantify the overall value of their work (especially without the right tools). On the other hand, affiliate marketing is great for tracking sales but can lack the personal touch that creates loyal customers. Influencer affiliate marketing combines both approaches’ strengths and offers other benefits you might not have considered.
Performance-driven strategy
Thanks to its commission-based payment structure, affiliate influencer marketing is a cost-effective way to partner with creators and influencers. Instead of paying flat fees upfront, brands can opt only to cover the cost of product samples and sales commissions.
This allows brands to test the waters of affiliate marketing with minimal risk. If a handful of your affiliates consistently generate a lot of sales, you could reward them with extra perks or higher commission rates. This approach ensures your budget goes toward the people who deliver measurable value, which is great for building long-term influencer-brand partnerships.
Repurpose content to maximize reach
Creating ad creatives takes a lot of time and effort. Polished ads can also feel too promotional and, therefore, easy to ignore. In contrast, affiliate influencers’ user-generated content (UGC) feels more authentic and relatable, which is exactly why audiences trust and connect with it more.
Affiliate influencer content can be a valuable asset when you secure usage rights. Post the highest-performing creative on your social media channels or use it as ad creative for paid campaigns. Short-form videos, in particular, can be reposted to multiple platforms like TikTok, Instagram Reels and YouTube Shorts.
Build brand awareness
More is more when it comes to affiliate influencers. More influencers means more opportunities for people to discover your brand. Giving your affiliates free samples enables you to collect reviews, which builds trust and strengthens your brand’s reputation.
Plus, you’re not limited to social media. If an affiliate influencer you’re working with has a newsletter, blog or podcast, they could promote your brand to those marketing channels and audiences. Taking a more holistic approach to your marketing can unlock more conversion opportunities than you might expect.
Even if they don’t all convert customers, having a network of affiliate influencers consistently sharing your brand helps create a sense of community among your customers. Over time, these influencers can even evolve into genuine brand ambassadors. They won’t just promote your products because they’re paid to; they genuinely love your brand and want to share it with the world.
How to build an affiliate influencer marketing program
Launching a successful affiliate influencer marketing program isn’t as simple as handing out discount codes and hoping for the best. You need a strategy to attract the right influencers, motivate them with fair compensation and guide them in creating compelling content.
Here’s how to build a program from the ground up, step by step.
Determine your compensation model
There are four common compensation models for affiliate influencers:
Flat fee: Affiliates receive a set amount upfront for their work. Influencers and creators like the guaranteed payment and brands get predictable costs but sales aren’t guaranteed.
Commission-only: Influencers earn a percentage of each sale they generate through their unique affiliate link or discount code. This arrangement is low-risk for brands but less appealing to experienced creators who take on all the risk.
Hybrid (flat fee + commission): Influencers get an upfront payment for their content and earn commissions on sales they generate. This balanced model offers creators guaranteed income while motivating them to produce results.
Product exchange and commission: In exchange for content, influencers receive free products or services and a commission on sales. This model reduces the risk for the influencers, as they still receive samples, even if their content doesn’t perform.
Each compensation model has advantages, depending on your brand’s goals, budget and the influencer or creator’s reach and performance. Still, being generous with your compensation and commission offer is always a smart move. Clear and timely payment terms, along with open communication, are also key to keeping influencers interested in your brand by showing them you value their contributions.
The more you reward your affiliates, the more loyal and motivated they’ll be. A higher commission will encourage them to post more frequently about your brand, leading to increased organic impressions, reviews and sales. Plus, the more content they create, the more high-quality creative you’ll have to repost and scale through paid media, amplifying your brand’s reach even further.
Choose the right marketing platforms and ad formats
Any digital marketing platform allowing affiliate links or discount codes can support affiliate influencer marketing. This could include podcasts, blog content, email newsletters or online marketplaces like Etsy. The platform and format will depend on the influencer or creator and how they can best engage their audience.
But social media is often at the core of any integrated affiliate marketing strategy because it’s where most influencers already connect with their audiences and create content. Plus, these networks integrate well with influencer marketing platforms, making it easier for you to track engagement, sales and commissions.
Here are the most popular choices:
TikTok: Influencers and creators can post short-form video content with affiliate links in captions or profiles. TikTok Shop’s native affiliate platform allows influencers and brands to collaborate directly in the app. Although, the use of TikTok in the US is uncertain, the platform is still a viable option internationally.
Instagram: Influencers and creators can add affiliate links and discount codes to Posts, Stories, Reels and Highlights. Shoppable tags in Posts or Stories can track product purchases.
YouTube: Affiliate links can be included in video descriptions and shared as product placements.
Facebook: Influencers and creators can add affiliate links or stories to Posts, Stories and Facebook Groups. They can also share third-party links during Facebook Live events.
X (formerly known as Twitter): Share affiliate links or promo codes in posts.
Pinterest: Use affiliate links in Pins or create visual guides and collections featuring affiliate products.
When it comes to ad formats, here are four to consider:
Short-form videos: Platforms like TikTok, Instagram Reels and YouTube Short are great for creating attention-grabbing and highly shareable content.
Story ads: Use swipe-up links or stickers on Instagram and Facebook Stories to track affiliate links.
Shoppable posts/ads: TikTok, Instagram, Facebook and Pinterest support direct purchases through shoppable tags and ads.
Live shopping streams: TikTok, Instagram and Facebook allow influencers to showcase affiliate products and share affiliate links in real-time during live sessions.
The best platform and ad format depend on your brand and goals. Trying to reach Gen Z? TikTok or Instagram Reels are great for quick, eye-catching videos. For detailed product reviews or how-tos, YouTube is a better fit. Pinterest works especially well for lifestyle or home decor brands.
Choosing the right mix helps you connect with your audience and get the most out of your affiliate campaigns.
Create a shortlist of potential influencers
Now, you need to find the right affiliate influencers—ones that align with your brand, have an active audience and speak to your target audience.
Some social networks make this easier with built-in tools. TikTok’s Creator Search Insights helps brands find trending influencers with strong followings and high engagement. If you’re using TikTok Shop, the “open collaborations” feature lets creators discover and promote your products, while “target collaborations” allow brands to connect directly with specific creators.
For the most strategic approach, platforms like Sprout Social Influencer Marketing (formerly Tagger) are your best bet. The Creator Discovery feature uses over 50 filters to help you find the perfect influencer match. The Content Health tool lets you compare influencer marketing key performance indicators (KPIs), while the Affinity Engine uses machine learning to automatically identify the right creators or influencers for your brand.
Create ‘getting started’ materials for your influencers
Set your influencers up for success with clear, helpful onboarding resources. These materials will make it easier for them to promote your products while staying on-brand and compliant.
These guides should cover the basics, like how affiliate links work and how to track performance and payments. You should also give them a creative brief with talking points, product details and unique selling points to highlight. Also, provide detailed instructions on how to tag your brand and clearly label content as sponsored to comply with FTC influencer guidelines.
Lastly, give them tips on creating content for the platform of choice. Suggest popular hashtags or trending music to add or intriguing hooks or editing styles to try.
Track performance
Before you go live, create tracking links or UTMs to measure each influencer’s conversions. Tools like Sprout can generate these links for campaigns. Instruct your influencers to include their unique links in their posts for easy monitoring.
Beyond conversions, focus on key metrics like:
Clicks: The number of people clicking on affiliate links.
Engagement: Likes, comments, shares and views that show how well content resonates with audiences.
Revenue generated: Total sales driven by specific influencers.
Clicks and engagement show the impact of your influencers on brand awareness, while revenue helps you identify your best and worst performers. Use this data to refine your approach. Reward and motivate top influencers with higher commissions. For underperformers, share examples of successful content to help them improve and get better results.
How to attract and hire the right influencers
You’ve created a shortlist of potential influencers, but now you need to seal the deal.
To secure and hire influencers who will deliver real results for your brand, ask yourself: what’s in it for them? Influencers, especially experienced ones with highly engaged audiences, put a lot of effort and care into their content. If you want to attract the best influencers, you need an offer they can’t ignore.
Here are a few tips to help you win them over.
Create a compelling offer
Start with competitive commission rates or hybrid models that include upfront payments. For example, a generous 20% commission is far more motivating than a standard 5-10%. Plus, upfront payments can help attract more experienced influencers and build trust, as they will have guaranteed compensation.
Also, consider offering additional compensation for content usage rights. This step would allow you to repurpose their posts for your social media channels or paid media efforts.
Offer coupon codes
Coupon codes are a win-win. Influencers get to share an exclusive deal with their audience. Followers are more likely to purchase when they get a deal. Plus, unique discount codes make their content more actionable and trackable.
To maximize results, offer an enticing limited-time discount or promotion. In their brand partnership with interior design YouTuber Alexandra Gater, the remote personal training app Trainwell offered her followers a free 14-day trial and $25 off their first month for the first 100 people who signed up with her unique link.
Seek out micro or nano-influencers in specific niches
Don’t underestimate micro or nano-influencers. With follower counts ranging from under 10,000 to 100,000, they may have smaller audiences, but those audiences are highly targeted and loyal. Adopting a niche marketing approach by partnering with these creators or influencers will get your brand in front of people genuinely interested in your product.
For example, if you’re a beauty brand launching a clean makeup line, you could focus on skincare creators specializing in clean beauty.
Micro and nano-influencers often have higher engagement rates than mega-influencers. They’re also more affordable and open to flexible payment options. Remember that follower count doesn’t limit reach. Content can go viral regardless of their audience size.
Giveaway free samples or services
Who doesn’t like free stuff? Giving your influencers product samples or services will get them excited about your brand and allow them to test and showcase the product naturally. Just ensure they clearly disclose that the product was gifted to stay compliant with FTC guidelines.
Clothing retailer Knix has an ambassador program where affiliate influencers get free products, VIP access to exclusive events and a 10% commission on all sales generated through affiliate links.
Collaborate with influencers on content
Work with influencers to create content that aligns with your brand’s vision and unique style. Influencers know their audiences best, so give them creative freedom to make your product or service shine authentically.
Encourage them to create a “how-to” tutorial, a “day-in-the-life” video featuring your product or an unboxing with their honest first impressions. A fitness influencer might incorporate your protein powder into a “what I eat in a day” TikTok video, while a fashion creator could style your clothing line in an “X ways to wear it” Reel. To preserve brand safety, let the influencers known upfront that you will review these posts before publishing. Setting expectations like review processes early ensure there are no surprises from both parties.
Why affiliate influencers are worth the investment
Sales are the obvious benefit, but affiliate influencers bring a lot more to the table. They spread the word about your brand and create valuable UGC content, which you can repurpose for organic posts, ads, social proof—you name it.
To make the most of your investment, match their energy. Offer competitive compensation, fun perks and resources to support content creation and build strong partnerships.
If you’re starting out and need to prove return on investment, start with one or two micro-influencers and creators who align with your brand’s values and track their impact. These folks often have higher engagement and stronger connections that can yield promising results. Plus, the more you have on board, the wider your reach (and the better your shot at going viral).
Managing automations has never been easier or more intuitive. The latest updates to the Campaign Builder give you the flexibility, control, and peace of mind to test, refine, and perfect your email automations without disrupting live workflows. Whether you're making small tweaks or experimenting with bold new strategies, automations with version control ensures you're in the driver's seat, every step of the way.
From streamlined editing to auto-saving your work, these enhancements were designed to eliminate the stress of managing automations and give you more time to focus on what really matters, connecting with your audience. Here’s a closer look at how these updates can transform your email marketing experience.
Freedom to Experiment with Versioning
One of the most exciting enhancements is the introduction of automation versioning. Imagine being able to tweak and refine your automations without worrying about accidentally disrupting the live version that’s already running. Now, that’s possible.
Automation versioning lets you create and test new versions of your workflows in a secure, controlled environment. You can experiment with different timing, messaging, or sequences without fear of breaking what’s already working. When you’re confident in the changes, you can easily publish the updated version with just a click.
This feature isn’t just about flexibility, it’s about control. It empowers you to optimize your email campaigns while keeping your live workflows intact. No more sleepless nights wondering if an edit might throw off your subscriber journey.
Key Benefits:
Safe and easy editing of automations without affecting the live version.
Freedom to test new strategies and ideas confidently.
Simple publishing or discarding of edits with one click.
Never Lose Work Again with Auto-Saving
Few things are more frustrating than losing work due to a browser crash, accidental tab closure, or an unexpected power outage. That frustration is now a thing of the past, thanks to the new auto-saving feature.
Every change you make in your automations is automatically saved in real-time, ensuring your hard work is never lost. You can focus on refining your campaigns without constantly hitting "save" or worrying about interruptions.
This feature works quietly in the background, giving you one less thing to think about. It’s a small but mighty update that makes a huge difference in your workflow.
Key Benefits:
Real-time auto-saving for seamless editing.
No more anxiety about losing progress due to technical hiccups.
More time to focus on creating impactful automations.
Stay Organized with the New Automation Checklist
Launching an automation can sometimes feel like juggling a dozen moving parts. Did you write every email? Are the triggers in place? Is the timing correct? Forgetting even one small detail can lead to less-than-ideal results.
The new automation checklist removes the guesswork by helping you ensure all your bases are covered before you go live. It highlights incomplete tasks or steps you might have overlooked, giving you the confidence to launch with ease.
By using this simple but effective tool, you can avoid embarrassing mistakes and deliver a seamless experience to your subscribers every time.
Key Benefits:
Clear visibility into what’s incomplete before publishing.
Confidence that your automation is ready to run.
Fewer mistakes and smoother launches.
Full Control with the On/Off Toggle
Sometimes, you need to pause an automation without losing your progress. Whether you're troubleshooting, making edits, or simply need to pause a campaign temporarily, the new On/Off toggle makes it quick and easy.
With just a click, you can stop or start your automation at any time. This gives you full control over your campaigns and the ability to adapt to changes or emergencies as needed.
Key Benefits:
Instantly pause or restart automations.
Maintain complete control over your workflows.
Adapt to changing circumstances without disrupting your audience’s experience.
Clear Tracking of Subscriber Positions in Your Workflow
Deleting a Wait Action in an automation can sometimes cause chaos, especially if subscribers are already queued at that step. With the new placeholder card feature, you’ll always know exactly where your subscribers are in the workflow, even if the Wait Action has been deleted.
Instead of moving subscribers to the end of the automation by mistake, this feature ensures they remain in the correct sequence, reducing confusion and helping you avoid costly errors. It’s a small addition that makes a big impact on how you manage your campaigns.
Key Benefits:
Visual placeholders for deleted Wait Actions.
Handle deleted wait actions with ease.
Reduced errors and smoother transitions when editing automations.
Additional Updates for a Smoother Workflow
Easily Name and Save Your Campaigns
Forget to hit the save button? That’s no longer an issue. The improved experience for naming campaigns now ensures your campaign name is automatically saved as you go. No more backtracking to re-enter names or wondering if your edits were captured.
Copy Messages in One Click
Duplicating emails just got easier. When you copy a “Send Message” action in an automation, the message itself is now copied along with it. Previously, this action would create a blank “Send Message” card. This time-saving improvement helps you move faster when building or expanding your automations.
How These Enhancements Make You the Hero
At the heart of these updates is a simple goal: to make automation easier, more intuitive, and less stressful for you. Whether you’re a seasoned marketer or just getting started, these new features were designed with your needs in mind.
Automation versioning gives you the confidence to experiment, auto-saving protects your progress, and the checklist ensures every detail is accounted for. Combined with the On/Off toggle and other improvements, these tools empower you to create campaigns that engage your audience and drive results without the headaches.
These updates help you focus on your big-picture goals: growing your audience, nurturing relationships, and achieving success in your email marketing. You’re the hero of your story, and these tools are here to guide you toward success.
Start Simplifying Your Automations Today
With these new enhancements, managing automations has never been more seamless. Whether you’re refining a campaign, testing a new idea, or pausing an automation, these updates put you in control.
Don’t wait to explore the possibilities. Dive into your automations today and experience the difference these features can make.
Welcome back to the Post Performance Report (PPR)—a series where we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We unpack how your brand can use these examples to spark your own scroll-stopping creative ideas—while maximizing your budget and doing more with less.
We don’t just examine the flawless creative execution of every post or campaign, but the business impact, too. We help you envision how social can increase your brand’s awareness, foster community engagement and grow the bottom line.
This time, we’re examining the art of original brand content and franchises (meta, right?). According to The 2025 Sprout Social Index™, almost half (46%) of consumers say their favorite brands stand out on social because they post original content. While consumers agree brands should keep a pulse on online culture, following every trend or reposting every meme isn’t what makes a brand memorable.
Let’s dive into our lineup of brands whose original content has helped them amass loyal followings, and what you can do to carve out your own content niche.
Alexis Bittar: It’s Margeaux Goldrich’s world
Jewelry and lifestyle brand Alexis Bittar’s character Margeaux Goldrich has become a pop culture phenomenon all her own. The brand first introduced Goldrich, played by Patricia Black, and her sidekick Jules/Hazel, played by Julie J., last year. The two are a part of the larger Bittarverse, a brand universe created to showcase the brand’s jewelry and handbags in a disruptive, social-first way, while paying homage to the many personalities of New York City.
Margeaux and “Jules,” also known as Hazel, are the most popular of the Bittarverse’s fictional characters. With Margeaux earning the esteemed title of style icon and “Upper East Side emotional terrorist,” she is particularly memorable and beloved.
In the brand’s recent mockumentary-style videos, Margeaux hosted glamorous dinner parties and even collided with famous celebrities and stylists from our universe—all while forcing Jules/Hazel to jump through increasingly egregious hoops.
As Paper Magazine pointed out, Alexis Bittar’s content fills a void left behind by the original Real Housewives of New York cast. Black’s portrayal is undeniably inspired by Bravo’s particular brand of iconic one-liners and out-of-touch-ness. Yet, Margeaux and the Bittarverse still find a way to pull at your heartstrings, and encapsulate the complexity of class, age, gender and race in the fashion industry.
The Bittarverse digital content series is the byproduct of Alexis Bittar’s relaunch in 2022, when the designer repurchased his flailing brand and jump-started an era of greater creative freedom. Forbes recently called the Webby Award-winning series “the future of brand storytelling” and credited it as the reason for the fashion brand’s resurrection and resurgence.
The play: If Margeaux Goldrich (and Alexis Bittar) can teach us anything, it’s that we shouldn’t be afraid to go bold. Bold fictional characters and memorable storytelling are indispensable when creating a social-first content franchise. But that doesn’t mean you should copy and paste the fashion brand’s exact formula. Lean into storytelling that reflects your brand’s identity and the culture of your industry.
Immi: Ramen on the Street has us crying in our noodles
Immi, the reimagined ramen company, serves up mouth-watering content on their brand’s channel. Their posts explain what makes Immi ramen healthier than standard options, and explains why their offerings taste so delicious.
These posts are pretty typical fare for the food industry. But Immi has something most food and beverage brands don’t: Ramen on the Street, an emotionally compelling interview series complete with a separate TikTok account.
In each interview, Immi TikTok Strategist Emely Alba (dressed as a cup of Immi ramen, of course) asks people on the street for their philosophical perspectives on the world. The result is surprisingly heartwarming. Some interviewees have shared their beliefs about the power of purpose, while others reflect on the lessons they learned from their parents.
In case it wasn’t already clear, these videos go deep. Like this interview, which focused on the role pain plays in personal growth.
In the comments section, fans hold space for the collective healing the content provides. Many don’t realize it’s from Immi. But, for some, Ramen on the Street’s emotional resonance is already stuff of legend. As one user commented, “I know when a TikTok hits like this, it’s gonna be a ramen ad.”
The play: Take a cue from Immi, and complement your traditional marketing efforts with content that goes beyond promotion and touches audiences on a human level. Spark deep, heartfelt conversations and trust by blending emotional storytelling and subtle branding to create a lasting connection with viewers.
Coinbase: Little Lessons elevate the art of crypto
Ah, crypto—the exciting, bewildering digital currency. When you type crypto in Google, the top two searches are “is crypto actually a good investment?” and “what is cryptocurrency in simple words?” To say consumers are skeptical and mystified by crypto would be an understatement.
That’s where Coinbase enters the chat. The crypto exchange platform is on a mission to legitimize online currency investment and simplify how it works. Their tongue-and-cheek content is often inspired by meme culture and public sentiment about crypto.
Recently, the brand partnered with miniature maker, filmmaker and creator, Marina Totino, for their new original content series, Little Lessons. In the videos, Totino takes users for a ride on a miniature elevator as she shares bite-sized tips for using the Coinbase app.
As we arrive at each floor, we learn new things about how the platform works, all while being mesmerized by the magical miniature world. This approach to product education is unexpected and whimsical—an illustration of what can happen when you craft truly inventive original content.
Coinbase is well-known for rewriting the rules of marketing (as their QR code commercial proved in 2022). Their originality has boosted public awareness of crypto, making the investment seem more approachable and trustworthy—which influenced their positive performance in Q4 2024.
The play: The Little Lessons series transforms crypto education into a miniature immersive experience that captures attention while simplifying complex concepts. If you’re in a highly regulated or misunderstood industry like finance, consider an artful strategy like Coinbase’s to break down barriers, foster trust and invite curiosity.
Heaps Normal: Ascending to the highest levels of normal
Heaps Normal, the Australian non-alcoholic beer company, is on a mission to make drinking less alcohol more normal. As their website says, Heaps Normal beer is for “everyday legends” who simply want to feel their best.
Which makes their “Ascension Program” franchise all the more ironic. In the videos, creator and comedian Lana Kington makes light of wellness culture by claiming that a “non-alcoholic enlightenment journey” will make you a better person. The videos are psychedelic and Y2K-inspired—an aesthetic that feels other-wordly, futuristic and bizarre.
Like this video where Kington explains the art of “beer breath work” using the brand’s “third-eye PA”—before she accidentally snorts beer through her nose.
Or this video where Kington urges the audience to ditch basic wellness practices like goat yoga for truly magical ones like unicorn yoga.
Commenters agree the series is laugh out loud funny, with one writing, “This deserves a Logie Award.” The wellness industry commentary is spot-on, and a sharp U-turn from the brand’s typical posts which highlight people acting, well, normal.
But content like this isn’t totally unexpected for the brand who once told people to “just say no to water.” Their surrealism and wit is a strategic way to grab attention in an increasingly crowded field. Their efforts seem to be paying off, as the brand recently announced their newest beer is going Australia-wide.
The play: The intentional harsh contrast from Heaps Normal’s values makes their “Ascension Program” feel fresh and compelling. To stand out with the same bravado, don’t be afraid to break industry molds and infuse your content with irony.
Morning Brew: Sketch comedy that makes us spit out our coffee
It’s safe to say Morning Brew needs no introduction among marketers. The famed newsletter (and its counterpart, Marketing Brew) covers everything related to marketing—from brand strategy to social media to advertising. The latest edition is probably in your inbox right now.
On social, Morning Brew takes an approach to original content that’s reminiscent of your favorite sketch comedy shows—with a modern business twist. Like this episode of Super Nanny: Executive Coach where Super Nanny helps an over-bearing founder “keep out of the way” by learning jiu jitsu. Or this news segment about all that happened in 2024.
If you aren’t cackling yet, here’s another sketch from “Christmasville” to relive the holiday magic.
Despite the seemingly random assortment of sketches the brand produces, Morning Brew always hits the right balance of absurdism and (sometimes painful) reality. They currently boast over 1 million followers on TikTok and nearly 2 million on Instagram—proof of the wide appeal of their content.
The play: Morning Brew’s sketch comedy blends business insights with humor, turning business borecore into something that’s actually entertaining for their audience. To stand out on social, experiment with humor that aligns with your brand’s tone and resonates with your community’s interests.
It’s 2025. Why blend in, when you can stand out?
That wraps up our first installment of PPR in 2025. Stay tuned for next month’s edition where we’ll be focusing on brands showing up on unexpected networks. In the meantime, remember these key takeaways:
Post Performance Report Takeaways
Create distinct content. Developing original content requires being bold. Avoid getting stuck in an endless loop chasing the same trends as your competitors. You need to forge something truly unique to keep audience attention.
Leverage creative storytelling. Don’t shy away from dreaming up new characters and storylines. Lean into unexpected art forms and channels. Craft an iconic franchise that is unmistakably yours.
Turn your brand’s challenges into opportunities. Being honest about who you are as a brand builds affinity. That can mean facing your weaknesses head-on—whether it’s negative customer reviews or industry misconceptions. The truth is always original.
And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.
There are a few universal questions that keep CMOs up during the quiet hours of the night: How do we do more with fewer resources? And how do we make a greater impact without burning out our teams?
When Lisa Cole, former Chief Marketing Officer at Cellebrite, stepped into her role, these were the questions constantly on her mind. She wanted to illustrate the marketing department’s ability to drive results and improve work-life balance for employees.
Enter the impetus for solving both challenges: artificial intelligence (AI).
Cole brought in Nicole Leffer, a CMO AI advisor, to help navigate this new frontier. We spoke with them to learn how marketing leaders can incorporate AI across their teams effectively. Their partnership is just one example of how brands are using AI in marketing to achieve incredible results.
“Rather than fight against technology, how do you train and develop the next generation of marketers so they can leverage it to have a greater impact on the company—rather than be disrupted by it? It feels better to take control” Cole says.
Tapping the marketing strategist in your pocket
Both Cole and Leffer have interesting philosophies when it comes to AI. For Cole, AI is an ever-present partner to brainstorm and ideate with.
“I often get my best ideas during nights and weekends, when I don’t want to bother my team. But I also don’t want to slow down. So when I want to flesh out an idea, the world’s smartest marketing strategist is in my pocket at all times,” she says.
Cellebrite is a mission-driven organization whose technology is used to save and protect lives, so they wanted to mobilize a movement. When Cole was brainstorming for a new campaign, she looked to ChatGPT to help pressure test concepts.
“I was trying to research websites and data points, but I wasn’t getting there fast enough. [AI] helped me connect dots faster than I could have done on my own. There were some real themes that came out of that exchange. And I used it to flesh out what became the framework for a global campaign,” she says.
With Cole’s personal experimentation being so successful, she was motivated to bring Leffer on board to illustrate the power of the tool across her team.
Combating AI challenges and nurturing exploration
Implementing AI is not as simple as adding another tool to your tech stack. Like email and messaging apps before it, AI is changing the nature of how we work and collaborate.
Gartner estimates that by the end of 2025, at least 30% of generative AI projects will be abandoned for a multitude of reasons—ranging from lack of value to poor risk controls. Leffer encourages clients to embrace an experimental mindset to overcome the many challenges of adopting AI, from combating learning curves to crafting better prompts.
A common pattern emerges when marketing teams begin to adopt the technology. Many people begin experimenting with AI because they’ve heard about the hype, or they’re skeptical and want to learn more. In some cases, good first impressions are wiped away when users start discovering issues like hallucinations and glitches.
“Generative AI hasn’t worked out all the kinks. It forgets things every now and then. So beginners start running into the errors or they don’t get the results they really want, especially if they don’t know to prompt correctly,” she says.
She explains there are groups of people who will step away once they hit an error, but there’s also a smaller segment of users who will have a more experimental mindset.
“Once you start experimenting, you start seeing how to overcome those limitations. The more someone experiments, the more they learn. You get to the point where you’re like me or many of my clients—you’re using AI constantly. I’m always trying to see what’s possible.”
Build a culture of experimentation
Leaders unanimously agree it’s crucial that marketers know how to use AI in their work, according to The 2025 Sprout Social Index™. In her experience training CMOs, Leffer says the most common challenge is getting teams to embrace and use new technology. Ultimately, it comes down to leading by example. Executives must shape a culture of using and studying AI.
“You can’t just give the people the tool once, and then expect them to adopt it. Certain people are going to get so excited, and they’re going to go run with it. But other people need to be reminded. You’re changing habits that they’ve had their entire lives and professional careers,” she says.
Leffer notes there will be generational challenges as well. She says many people think younger employees will adopt AI fast while older generations will need more time, but it’s actually often the opposite.
“Anyone who has blown in a Nintendo cartridge to fix it, grew up having to tinker with technology to get it to work. The technology wasn’t already ready for you. You learned to navigate these technologies without a guide. I think those people are having an easier time adopting AI. Younger generations have had an iPhone most of their entire life. There was no figuring it out because it was ready to go. So adopting something as open-ended as AI is harder,” she says.
Prove the power of AI in real time
Cole’s advice for overcoming the challenges of incorporating AI across various teams and generations? Practice what you preach and show others the best way to tackle the technology.
“What has worked for my team is to prove to them—with real evidence—that the output reflects the quality of input that you put in. [Showing them] it’s meant to be an iterative process versus prompting AI and using the initial response as your final product,” she says.
Illustrating these proof points when collaborating with Leffer helped Cole’s team see the power of AI. Cole gave Leffer their most common workflows, personas, messaging framework, and their brand voice and tone guide. Leffer used these foundational inputs to create real examples of how the team could use AI.
For example, Leffer produced a blog article and a series of emails to promote the piece and other distribution assets. “She walked through how she got there in real time. We proved to them the output could be really strong. Then we provided them with the prompts and the training on the iterative process to question it, to strengthen the end result,” Cole says.
Master the art of prompting
Leffer underscores how part of the AI learning curve stems from not knowing how to prompt. Instead of chatting back and forth and just asking/answering questions, she recommends starting an initial query and using prompt edit functionality to reflect the difference in the desired output.
“I’ve learned how to prompt so much faster because you see directly what information it needs, what’s irrelevant and what changes the outputs. Early on, it might’ve taken me six to eight edits to get what I wanted, whereas now, one or two will get me there,” she says, “I hear other people talking about how they had too long a chat, so ChatGPT started forgetting. You don’t have that issue when you’re refining through the edit button.”
Cole agrees this iterative approach is necessary for refining and differentiating a point of view or message. She explains that when she uses ChatGPT, she’ll refine outputs by asking for clarification, alternatives or to edit for brevity. “It’s a conversation. It’s almost like a music composer. They might hear the same chords, but the way they put the chords together, the music itself, that’s a reflection of you and I bantering and brainstorming,” she says.
5 tips for CMOs incorporating AI across their team
Here are five steps for incorporating AI into your teams, based on Cole’s and Leffer’s advice.
1. Encourage failure
Leffer advises cultivating a culture where failure is OK. She would rather teams experiment and fail than not try at all. She recommends celebrating when people use AI and sharing those tests across the team.
“Recognize that people on your team come from different backgrounds and comfort levels. This is an opportunity to elevate everyone to an even playing field. But it’s also another place where we need to make sure people aren’t slipping through the cracks,” she says.
Leffer recommends going beyond the common approach of asking “Where can I use AI, or what things can I do with AI?” Instead, she recommends reversing this philosophy and ask, “Can I use AI for this? How?”
She advises using AI as often as you can to accelerate the learning process. Instead of knowing how to use AI for one or two things, you open the door for wider adoption.
2. Identify opportunities to use AI in current projects
Leffer advises leaders to ask about AI in team discussions to help teams understand how this new resource connects to their day-to-day work. “One thing I found really helpful with getting my team to adopt the technology was, whenever we would be talking about projects, I would immediately ask, ‘How are you going to use our AI tools for this?’’’ Leffer says.
You can also share prompts and best practices on your internal communication channels to build a culture where everyone is expected to play around with AI.
3. Break down workflows step by step
When it comes to improving workflows, Leffer advises teams to first audit every discrete step in their existing processes. Identify where AI can expedite your workflow or improve the quality of your final output.
“Unless you’re sure the tool is going to extend something that takes 10 minutes to three hours, try to incorporate AI. You might find that you didn’t think AI would make a big difference. But if it saves you 15 minutes 20 times a day, you’ve just saved a lot of time,” she says.
She referred to the example of blog writing, which encompasses briefing, research, drafting and reviews. After reading the content brief, the writer starts researching. From there, the writer could feed content from their own research into ChatGPT or Gemini, perhaps to organize key bullet points. Then you can continue leaning on AI to craft an outline or help you work on the first draft.
You have to be careful about doing research with any generative AI tool. Sometimes they will present information for illustrative purposes or will hallucinate and claim something is factual when it actually isn’t. Whether you’re using AI for social copy, video scripting or event collateral, fact-checking is vital. AI is not a research or creative replacement—humans should still review and build on anything coming out of these tools.
For example, when Cellebrite had to rename one of its products, a cross-functional team began brainstorming and thinking through how to defend their options. Each person used ChatGPT individually for ideas. Once the team was aligned on a favorite (but before going into legal vetting) the group asked ChatGPT why the frontrunner was better than the others. Cole reminisces on how excited the team was to get a creative break and feel confident about the decision because they could articulate why the name was the right choice.
“AI reinforced the team’s collaboration and got them to a solution faster than several meetings would have. Increased speed to market and improved collaboration has been our biggest benefit of incorporating AI,” Cole says.
4. Clarify what AI can and can’t be used for
Don’t let fear get in the way of people exploring AI. CMOs should partner with leaders across the business and consult with their legal counsel to develop an AI use policy.
“I see a lot of marketers who are hesitant to use it, because they don’t know what they’re allowed to do or not do,” Leffer says, “No one wants to feel like they’re sneaking around or doing something wrong. Make it clear what is allowed, welcomed and encouraged.”
As Cole continues to work with AI, she’s concerned about what information is included in prompts, especially when it comes to protecting proprietary company data.
“I think about how we’re managing the data inputs and making sure we’re not putting anything sensitive on the other side. It’s important that we’re validating what we’re using, crediting the source and ensuring that the final output is compelling and differentiated,” she says.
Along with verifying outputs, leaders and teams should closely monitor the evolving ethics of AI. “AI can enable us to do things we probably shouldn’t do, and we know that we shouldn’t do it. For instance, someone might scrape [a competitor] website or social media channels to use certain information against them. The red flags that your gut checks for should still apply,” she says.
5. Maximize your AI investments with ongoing training and resources
The timeline for fully adopting AI tools across a team goes far beyond a 90-day implementation plan. Half of marketing leaders say they’ll spend this year optimizing the AI tools they’ve already purchased, according to The 2025 Sprout Social Index™.
Don’t assume people will figure it out on their own. Give them development resources that are tailored to your marketing teams’ specific roles and disciplines.
“If they’re a social media writer, give them resources around how to use AI for social media content. Talk through the use cases that are most relevant so they can see how to apply it,” Leffer says.
Take advantage of marketing communities like The Arboretum that connect professionals with their peers in real time so they can learn and explore together, especially when it comes to figuring out how to fit AI into their daily processes.
Preparing the next generation of marketers
We’re still in the early days of understanding the value AI can bring to marketing teams, with leaders like Cole and Leffer paving the way.
Today, Leffer says the biggest benefit of AI is the efficiency gain. “It opens up the potential to take on more projects, do things you maybe wouldn’t have had time for, and use your thinking for other higher level strategic work. That efficiency gain leads to being able to do more, which leads to a revenue gain at the end of the day,” she says.
To learn more about how AI is reshaping marketing teams (and how they plan to use it going forward), download The Sprout Social Index™.
Running a small business can feel pretty isolating, can’t it? The long hours, endless decisions, and constant second-guessing—all while flying solo. It's easy to feel like you’re the only one navigating this wild journey. But here’s a little secret: you don’t have to go it alone! 🙌
Why Small Business Owners Often Feel Isolated
The day-to-day grind of running a business means you're wearing multiple hats—owner, marketer, customer service, and more. And while it’s rewarding, it can leave you feeling like you’re on an island. The pressure is real. There’s no “team” to bounce ideas off of, no co-workers to share the wins and struggles with, and the weight of every decision falls squarely on your shoulders. This kind of isolation isn’t just frustrating, it can hold you back. But here’s the good news—community can change all that.
Why Community Matters for Small Business Owners
Having a community of like-minded entrepreneurs around you is one of the most powerful resources you can tap into. Not only does it help ease the feeling of isolation, but it gives you a support system to lean on, learn from, and celebrate with!
Feel Connected: It’s amazing what happens when you connect with others who get it. Sharing your journey with fellow small business owners can instantly make you feel less alone and remind you that many others are facing the same challenges.
Get Out of Your Own Head: We’ve all been there—stuck in a loop of second-guessing. Sometimes all you need is someone else’s perspective to find clarity and boost your confidence. A community can be the perfect sounding board for your ideas.
Receive Encouragement and Support: Whether you're celebrating a win or feeling stuck, having a group of peers who can lift you up or provide feedback is a game-changer. Your community becomes your cheerleaders, mentors, and problem solvers—all rolled into one!
Actionable Ways to Overcome Isolation
Ready to start building a community of your own? Here are a few steps to get you started:
Join Online Communities: Online spaces are great for connecting with other business owners from around the world. (Psst, have you checked out the AWeber Community yet? 😉) Whether you’re looking to chat about marketing strategies or just want to vent about the entrepreneurial rollercoaster, online communities are a goldmine for connection and support.
Attend Local Meetups or Networking Events: Face-to-face interactions can do wonders for fighting isolation. Look for local business meetups or networking events where you can swap stories, learn from others, and maybe even spark some collaborations.
Find Accountability Partners: Having an accountability partner is like having a built-in cheerleader. Find a fellow small business owner and check in regularly to share progress, challenges, and goals. Sometimes just knowing someone is in your corner is all the motivation you need!
Connect with Experts and Mentors: Don’t hesitate to reach out to industry experts or mentors for advice. Webinars, online coaching, and even quick chats with seasoned professionals can open up new perspectives you may not have considered.
Introducing the AWeber Community
If you’re feeling isolated, stuck, or just need a little extra support on your small business journey, we’ve got the perfect solution—introducing the AWeber Community! 🎉
We designed this space for small business owners like you to connect, learn, and grow together. Inside, you can:
Gain inspiration from fellow entrepreneurs and hear about their real-world experiences.
Learn from marketing experts to help take your email campaigns to the next level.
Ask questions, share ideas, and find support for all the unique challenges you face as a small business owner.
Get involved in shaping the future of AWeber with feedback that we value and listen to!
Don’t Go It Alone—Join the AWeber Community Today!
Your next big idea could be just one conversation away. So, why wait? Jump in and be part of a community of small business owners who are passionate, driven, and ready to help each other succeed. 🚀
Our Amazing Customer Solutions Team
And don’t forget, our in-house Customer Solutions team is here for you! Whether you need help setting up your next campaign, optimizing your email strategy, or just have a quick question, our team is ready to support you every step of the way. Reach out via live chat, phone support, or email—whichever suits you best!
What are you waiting for? Let’s build something amazing together!
When you think about social media customer service, there are probably two encounters that come to mind: the best experience a brand ever provided…and the worst.
Maybe you’re completely loyal to the airline whose customer service rep found you the perfect flight. Even in the face of price increases and flight cancellations, you’ll never book with another airline again. That’s the power of customer care: turning a great customer service experience into lifelong loyalty.
On the other hand, you’ve stayed furious at the furniture company that delivered the wrong items to your home and refused to refund you. Even after five years, your brand boycott persists..
These contrasting experiences leave a lasting impact, even if most interactions with the brand were average. Responsive customer service can be a major differentiator: The 2025 Sprout Social Index™ found that 73% of social users will buy from a competitor if a brand doesn’t respond on social.
Brands that go above and beyond for customers receive enviable brand loyalty. In this article, we’re breaking down essential metrics to track so you can deliver exceptional customer service and care. Your customer service approach is more reactive, covering the basics and helping customers when they need it. Customer care dials this up a notch—being proactive and personalizing your approach to specific customer situations. You need a comprehensive set of metrics to understand and improve both.
As customer service inquiries continue to increase on social networks, tracking and fine tuning your efforts will help you future-proof your business and stand out from your competition.
What are social media customer service metrics?
Social media customer service metrics are data points that help you tell the story of how well your customer service and care efforts are satisfying your customers. These metrics uncover what your social customer care team is doing well, where there are opportunities to improve and what tools are needed to fill those gaps. Social customer service metrics can be grouped into three categories: speed and efficiency, volume and team productivity and sentiment.
Social customer service data also reveals how your service and care strategies on social fits into the omnichannel customer experience your brand provides. Using data empowers you to answer questions like:
Where are our customers most likely to make service inquiries?
How satisfied are our customers with the support we provide on social? How does it compare to other channels?
What are our customers’ most common questions?
Where in the funnel are our customers most likely to get stuck?
How to use customer service metrics to improve performance
Tapping into customer service metrics will help evolve your approach to customer care. With these insights, you’ll be better equipped to cultivate an emotional connection with your audience, build brand loyalty and foster customer retention and advocacy.
But the use of these metrics goes beyond improving customer satisfaction and experience. Social media customer service metrics have the power to transform the way you do business—from refining product development to improving your team’s efficiency.
Papa Johns, for example, manages 600+ customer service cases a week. Using Sprout Social’s Smart Inbox, Papa Johns consolidated multiple communication channels into one space. This allows the team to better monitor individual cases and respond faster. This has saved 2 days worth of work per week for the Papa Johns team—830 hours a year. Thanks to streamlined workflows and the time saved, the company has seen improvements in customer satisfaction scores. To see how features like Sprout’s Smart Inbox can strengthen your own customer service strategies, check out a free 30 day trial of Sprout Social.
Papa Johns is not alone in applying social data to customer care strategies. 2025 Index data shows over half of marketing leaders use social interactions as a KPI to gauge success.
Let’s get into the top social customer service metrics you need to monitor, and how you can track them with Sprout Social.
Average first reply time
Average first reply time (or first response time) refers to the time it takes for your team to send out the first reply to an inbound customer message within business hours.
How to calculate average first reply time
You’ll need two pieces of data to calculate your team’s average first response time: the time taken to respond to open and respond to a customer’s request during a set period, and the total number of responses sent during that period.
You can use the following formula to calculate based on seconds or minutes. For example, if your platform tracks interactions in minutes, you can add all the response times together in an hour long period to get a total number of minutes for all cases.
Sum of First Response Times / Total Number of Cases = Average First Response Time
Sprout Social makes this even easier with a built-in chart in the Inbox Activity Report called “Time to Action.” This shows you your average first reply time for each day of the week. Sprout used our own platform to improve our customer service strategy, and this metric played a key role. In conjunction with the heatmap of incoming messages in the report, we were able to understand how to adjust our approach to better meet our customers where they are. Based on the data, we identified specific, knowledgeable support team members working overnight hours who could tackle customer inquiries during surges.
Why average first reply time matters
Even when issues require multiple interactions to resolve, customers want a quick response. Three-quarters of the respondents in our 2025 Sprout Social Index expect brands to get back to them in 24 hours or less. It’s important for your customers to feel quickly acknowledged and seen, no matter the reason for their outreach.
Average reply wait time
Measuring the time to your first response is just the beginning. Average reply wait time reveals how long customers wait in between responses until their issues are resolved, which is equally important.
How to calculate average reply wait time
This metric is another simple average. For example, if it took five minutes for you to reply to a customer’s first message, and 10 minutes to reply to their second, the average reply wait time for this particular customer would be seven and a half minutes.
To calculate the average wait time for all customer messages in a set time period, add all the wait times together and divide by the total number of inquiries in that period. You can use the below formula:
Sum of Total Wait Times / Total Number of Cases = Average Reply Wait Time
Why average reply wait time matters
The goodwill built from a fast initial response can quickly be diminished if your team’s follow ups drag out. So much of social media happens at a breakneck pace, and customers expect your brand’s customer service to keep up. Even if it’s just to note that you’re still working on a solution, be sure to keep your customers updated.
Service level agreement adherence
A social media service level agreement (SLA) outlines terms of service, responsibilities and expectations between a company, its social team and their clients regarding quality of service.
Departments within the same organization can also have SLAs. Regardless of the parties involved, SLAs establish commitments and guidelines for standards, protocols and key performance indicators. Guidelines will vary by company, but social media SLAs can include response time guidelines, issue resolution protocols and a crisis communication plan.
How to calculate SLA adherence
SLA adherence refers to the percentage of customer queries resolved within the agreed-upon time frame specified in the SLA. For example, let’s say an SLA sets a goal of responding to inbound inquiries within three hours or less. If the company responds within that timeframe for every inquiry, the SLA adherence would be 100%. Simply subtract the total number of inquiries that didn’t meet the SLA goal from the total inquiries for a set time period to get your percentage.
Why SLA adherence matters
SLA guidelines exist for a good reason—they serve as a barometer of the health of your social media customer service team and strategy. Adhering to SLAs is also important to maintaining intra-departmental partnerships and client relationships by doing what you collaboratively agreed to do.
Customer abandonment rate
This is a social customer service metric where you want to see a low number. Customer abandonment rate refers to the percentage of customers who abandon their support requests before receiving a resolution.
How to calculate customer abandonment rate
Choose a set time period, and tabulate your total abandoned customer inquiries. From there, divide this number by the total number of inquiries from that time period, and then multiply by 100 to get a percentage.
For example, if you had 5 abandoned customer inquiries in a single hour and had 20 total interactions in that hour, your abandonment rate is 25%.
Why customer abandonment rate matters
High abandonment rate can indicate poor customer support, leading to unsatisfied customers and lost business. Tracking customer service metrics like abandonment rate can help you identify areas to improve.
Total received messages
The number of total received messages indicates how many total customer messages landed in your inbox. This can be for a set period on a single social channel or across all your social customer service platforms.
How to calculate total received messages
This one is simple math: just add together all the messages your customer service team received in the time period you’re interested in (whether an hour, a day or month).
Why total received messages matters
The number of messages your social customer service team receives in a given period can reveal insights about your broader social media strategy. If you notice a spike in messages in a certain time period, consider what events may be contributing. A product launch may have been happening or a new social ad campaign could have rolled out. The response volume can help you understand customers’ reaction to these events.
The amount of incoming inquiries can also be affected by world events or customers’ social media posts about your brand (which is where social listening tools come in handy). Additionally, you can track total replies or response volume alongside this metric to add more context to the work your customer service team is doing.
Response rate
Response rate is the rate that brands respond to messages or comments they receive on a daily basis. Not every single comment or message will need a response, and the amount you need to respond depends on the needs of your customers. Social media response rates vary by industry.
How to calculate response rate
For the time period you’re interested in, add together the customer comments, messages or both that your team responded to by the total number of messages received. Multiple by 100, and you’ll have your percentage.
Why response rate matters
Though not every message calls for a response, you’ll want to make sure your customer service team is responding to all the ones that do. Sprout used this metric for our own customer service approach and uncovered ways for our social team and customer service team to better collaborate and improve response rate and handle times.
Resolution rate
For those messages that do call for a response, your goal is typically to reach a positive conclusion. Resolution rate—the percentage of customer inquiries that are fully resolved—reveals how equipped your entire company is to address customer inquiries.
How to calculate resolution rate
This metric is calculated by dividing the number of total actioned messages or completed interactions by the total number of messages.
Why resolution rate matters
Your resolution rate illustrates how well your internal teams collaborate to find solutions for customers in a timely manner. Customers reaching out on social media want their problems solved, and this metric shows how well your customer service team meets those expectations.
Average handling time
Average handling time (AHT) refers to the average time it takes for a customer service representative to handle a customer inquiry from start to finish. This can involve a single interaction or span multiple messages over an extended period, depending on the complexity of the issue.
How to calculate AHT
To start, you’ll need to add together all time spent working through customer interactions and responding to messages in your chosen time period. This should include actual time responding as well as work done in between responses to solve the issue. From there, divide that number by the total number of customer service interactions to get your AHT.
Why AHT matters
Calculating AHT can help teams ensure inquiries are addressed and resolved in a timely manner. It can also illuminate opportunities to streamline case management workflows and identify which support scenarios require more attention.
Customer Satisfaction Score (CSAT)
A customer satisfaction score (CSAT) measures satisfaction with a company’s product, service or interaction on social media platforms. CSAT is measured individually through surveys with questions like “How satisfied are you with your experience today?” and “How would you rate our product/service?” CSAT data is gathered via surveys typically sent soon after an interaction is complete.
How to calculate CSAT
Once you’ve collected a solid amount of CSAT surveys, you divide the total number of positive scores (those in the 8-10 range) by the total number of customers you surveyed and then multiply by 100. Here’s a handy formula:
Why CSAT matters
CSAT is a powerful customer support metric because it enables businesses to gauge customer satisfaction while gathering actionable data to further improve the customer experience. Additionally, you can also consider CSAT vs. workload. This metric refers to the comparison of customer satisfaction scores with the overall workload of the customer service team.
Customer effort score (CES)
Customer effort scores show you how much effort customers feel they had to expend in order to get their request solved or a question answered.
How to measure CES
CES can be easily added to your CSAT surveys. Pose a question like “How much effort was involved for you to get this request resolved?” and offer a scale for responses. The higher the number in the response, the more effort the customer felt was required. You can then add these responses up and divide by the total number of responses to get an average CES.
Why CES matters
Ideally, your customers should feel like they don’t need to put in a ton of effort to get their questions answered. Low CES scores can point to more satisfied customers overall.
Positive, neutral and negative sentiment
Through sentiment analysis, you can learn a lot about what your customers think about your brand, products and services. Overall, sentiment can be described as generally positive, neutral or negative.
How to calculate sentiment
To get a true picture of customer sentiment, consider customer service messages, social media comments, customer posts about your brand and more. While you could use a manual qualitative approach to categorize messages as positive, neutral or negative, AI-enhanced sentiment analysis tools will save you major time and effort.
These tools calculate sentiment based on a variety of methods. For example, Sprout Social uses a Deep Neural Network (DNN). When Sprout’s DNN reviews a block of text to evaluate for sentiment, it provides a probability score that the text is positive, negative or neutral. Sprout then selects the label with the highest probability.
Why sentiment matters
Although that doesn’t encompass the full context of a customer’s experience or opinion, monitoring sentiment trends helps you track and maintain a healthy ratio of positive sentiment. Be on the lookout for changes over time.
Most used quick replies
If you use a chatbot to optimize customer interactions on social, most used quick replies refer to the most commonly selected options.
How to calculate most used quick replies
In many cases, the AI-customer service platform you’re using can keep track of quick reply usage and share stats with you.
Why quick replies matter
Use this data point to identify customer support trends, and optimize your customer service process to address these common requests quickly. This metric can also highlight customer issues that may be happening more frequently.
Most received topics and subtopics
The keywords or themes that pop up in your inbox often are your most received topics and subtopics. Words, phrases and themes that your customers are using in their social customer service interactions with you all fall into this bucket.
How to calculate most received topics and subtopics
Tracking these topics and subtopics is challenging without the use of a tagging system or machine learning capabilities—however, tuning into them is essential for learning about your audience. A comprehensive social media management tool will have AI-powered tools to help you track this metric.
Why most received topics and subtopics matter
This metric can be the canary in the coal mine for a brewing crisis; an issue appearing in your inbox with increasing frequency can show something coming down the line you may not be aware of yet. Alternatively, most received topics can also highlight what customers love about your brand and products or services they want to see in the future.
Voice of the customer (VoC) data
Social media could be described as the world’s largest focus group. It unlocks an unprecedented amount of voice of the customer data, which helps you get to know your customers’ behavior, pain points, preferences and needs on a deeper level.
This customer service metric is less quantifiable, but nonetheless rich in value. VoC data becomes even more valuable when you can pair social data with data from your CRM for a full 360 customer view—like with the Sprout and Salesforce Service Cloud integration.
How to calculate VoC
VoC can combine a number of different metrics and qualitative information. In addition to your CSAT scores, you can use Net Promoter Score (NPS). Here, you’ll categorize posts from your sentiment analysis into promoters and detractors. Subtract your detractors from your promoters to get a percentage for your NPS score.
Why VoC matters
VoC data helps you see broad, ongoing trends in the ways your customers experience your brand. Most brands aim to create happy customers through their products and services, and VoC data can uncover whether your brand is succeeding or not.
Tracking social customer service metrics in Sprout
Sprout Social offers a number of ways to integrate the above customer service metrics into your strategy. When you receive incoming messages in Sprout’s Smart Inbox, you can add tags that indicate the content of the messages. For example, you can tag for audience type or service issue. Tagging your messages helps you visualize trends in your customer service reports.
Sprout users on the Advanced Plan can tap into AI-powered sentiment in the Smart Inbox and Reviews Feed. Posts will automatically be assigned a positive, neutral, negative or unclassified value, making it seamless to isolate messages and even assign Automated Rules according to sentiment.
You can use Sprout’s AI-powered Listening tools to uncover sentiment trends from the Inbox. Listening tools make it easy to track changes in sentiment, which empower you to share reports in a timely manner—and act on negative sentiment before it’s too late.
You can also bolster your Listening queries with our Queries by AI Assist feature, which uses OpenAI’s GPT model to serve up a vast range of suggested terms to include in your tracking.
For CSAT scores, you can configure automated, customized surveys for X (formerly known as Twitter), Instagram and Facebook. You can build these by visiting the Customer Feedback section in Settings and choosing Enable Feedback.
From there, you can make selections based on the channel and choose to automate these surveys based on the situation. Then view and analyze your results in the Customer Feedback Report.
Sprout allows you to assign individual messages in your Smart Inbox as Cases. Case Management in Sprout helps ensure the best support team member is assigned to a customer’s inquiry (Case), provide greater visibility into how a customer’s issue is solved and improve insight into how your support team is doing overall.
There are two customer service cases reports within Sprout: the Case Management Report and the Case Team Activity Report. The Case Management Report helps you manage the efficiency and quality of your customer service efforts. In this report, you can track metrics like average first response time, AHT and average reply time for your full social customer service program.
Detailed sections of the report break down case volume and case efficiency, giving you an understanding of the workload your customer service team is handling, how well they’re doing it and how customer services cases are being managed overall.
The Case Team Activity Report goes a step further to highlight how individual customer service team members are excelling, and where they may need coaching or support. Here you can track cases assigned and individual workloads, case completion rate and individual versions of metrics like AHT and average first reply.
Together, these reports provide both a micro and macro review of your social media customer service team’s efforts.
Provide your customers with an unforgettable social customer service experience
Whether you’re part of a social media team handling social support or a customer care professional on a dedicated support team, ground yourself in your goals for customer service.
Then, as you measure performance and social media customer service metrics, you can adjust and better cater to your customers.
