Publish Efficiency Report February 2025

We’re again with one other installment of the Publish Efficiency Report (PPR)—a sequence the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We unpack how your model can use these examples to spark your personal scroll-stopping artistic concepts—whereas maximizing your price range and doing extra with much less.

We don’t simply study the flawless artistic execution of each publish or marketing campaign, however the enterprise influence, too. We allow you to envision how social can improve your model’s consciousness, foster neighborhood engagement and develop the underside line.

This month, we’re spotlighting manufacturers staking their declare in sudden platforms. The 2025 Sprout Social Index™ discovered that entrepreneurs’ best concern is audiences shifting to non-public, closed or in any other case different platforms. However community diversification isn’t a distant concern—it’s already taking place. In response to bans, boycotts and shakeups, customers are spending extra time on experimental and infrequently area of interest networks. The Q1 2025 Sprout Pulse Survey discovered that 36% of entrepreneurs say their viewers is beginning to spend extra time on rising platforms like Threads, Bluesky, Lemon8 and Mastodon.

These manufacturers present glorious examples of what it takes to thrive in unsure landscapes, and may also help encourage you to discover uncharted territories.

Netflix: Holding area on Bluesky, Snapchat & Threads

In terms of Netflix’s social presence, we solely have one query: “The place aren’t they?” The streaming large is energetic on rising and established platforms alike. In response to The 2024 Content material Technique Report, 38% of customers plan to make use of extra platforms and need manufacturers to indicate up on all of them.

Whereas that’s a tall order, Netflix makes it work by repurposing content material throughout comparable platforms. For instance, on Bluesky, they share static photos selling their newest releases.

Then, they reshare those self same posts (or barely modified variations) on Threads.

On video-centric platforms like Snapchat, they reshare content material from platforms like Reels.

That doesn’t imply they cross-post their total content material calendar, or by no means create network-specific content material. As an alternative, they take into account the particular audiences and tradition of every platform, and repurpose when it is smart.

Throughout Bluesky, Snapchat and Threads, Netflix US has over 8 million followers. Whereas a proportion are in all probability repeat followers, they won’t see Netflix of their algorithm on each platform. Which suggests strategically repurposing content material ends in a greater effort to engagement ratio.

In This fall 2024, Netflix reported a report variety of subscribers, bringing their subscriber depend as much as 300 million worldwide. This spectacular development is supported by the hype the model builds for his or her programming throughout so many alternative international social platforms, together with with their new Moments function that permits followers to share their favourite clips throughout networks.

The play: For enterprise manufacturers, it may be overwhelming to maintain up with such a big viewers—appeasing a seemingly limitless urge for food for content material. Strategically repurposing content material may also help you keep top-of-mind and breakthrough on algorithms, with out overextending your bandwidth.

MECCA: Snapchatting to the highest

MECCA is Australia and New Zealand’s high magnificence retailer. With over 100 shops all through the 2 international locations, MECCA stays the best choice magnificence vacation spot—regardless of formidable international competitors.

On Snapchat, the model creates lenses their followers use to just about try-on totally different merchandise, like basis and lipstick shades. Different lenses assist clients construct their very own custom-made skincare routines.

MECCA was the first retailer in Australia to debut lenses powered by AR know-how. The model launched the lenses to convey their product catalog to Gen Z audiences. Gen Z customers say Snapchat is among the many three platforms they use most frequently, per the Q2 2024 Sprout Pulse Survey.

When MECCA first launched their lenses, the model reported a five-point improve in model consciousness (with an 11-point improve amongst 18-to-20-year-olds), a 10-point improve in motion intent and a one-and-a-half occasions improve in playtime.

The play: MECCA first opened its doorways in 1997. Because the model approaches three many years in enterprise, its success has reached an all-time excessive. However the playbook that acquired the model to this degree, gained’t be the identical one they will depend on to chart the following chapter. MECCA has completed a superb job experimenting on new channels to extend consciousness amongst youthful customers—a transfer different manufacturers ought to emulate.

Louis Vuitton: Gamifying engagement on Discord

French luxurious style home Louis Vuitton is of their gaming period. Since 1854, the model and its well-known monogram have been elevating the artwork of journey and influencing international style. Now Louis Vuitton has been established as the style maison to beat relating to on-line gaming.

The model lately celebrated the one-year anniversary of the launch of their Discord server. Discord is an instantaneous messaging, voice and video communication social platform widespread within the on-line gaming neighborhood (although it’s rising in different niches, too). Louis Vuitton’s server is a neighborhood discussion board that provides varied dialog threads—starting from digital actuality, gaming, Web3, know-how, and humanities and tradition—whereas additionally debuting unique model content material and partnerships.

To have a good time their latest one-year milestone on the platform, Louis Vuitton launched an immersive digital recreation known as Enigma. The sport challenged their 8,000-member sturdy Discord neighborhood to search out their beloved mascot Vivianne by fixing a sequence of riddles over a five-day interval. Digital experiences like Enigma additional underscore the model’s funding in constructing on-line communities, particularly with NFT house owners.

At the same time as some luxurious manufacturers present indicators of a downturn, powerhouse Louis Vuitton continues to thrive and drive income for dad or mum firm LVMH. The model is particularly widespread with Millennials and Gen Z, a sign of how nicely Louis Vuitton builds cultural resonance on digital channels.

The play: As we speak’s social media ecosystem is made up of many networks with distinctive algorithms, content material codecs and audiences. Shoppers use all of them to satisfy their wants for connection and consumption. Even platforms like Discord that in all probability aren’t on most manufacturers’ radar.

You don’t at all times must observe business norms when figuring out which channels it’s best to spend money on. Take inspiration from Louis Vuitton, and faucet into community white area, following the lead of influencers and creators breaking by on new channels.

Google: Tying up free Threads relating to product updates

As essentially the most widespread search engine on the planet, a pacesetter in cloud know-how, and the corporate on the helm of AI and different software program improvement, saying Google has a plethora of choices could be an understatement.

The model makes use of Threads to maintain its clients and almost 5 billion customers worldwide updated on product developments. Their posts spotlight key adjustments and hyperlink out to full articles the place their followers can learn the small print.

With almost 3 million followers on the app, Google maximizes the chance to attach with Threads’ rising viewers—by no means lacking an opportunity to satisfy their viewers throughout touchpoints.

The play: When testing out your Threads technique, don’t overthink it. The platform invitations lower-lift content material, like text-based posts, hyperlinks to articles and static photos. Meaning you may spend money on Threads with out divesting from different networks already core to your technique

CTV Information: Breaking information on Bluesky

CTV Information is a part of Canada’s largest privately owned tv community, and is among the many high sources Canadians flip to for breaking information. The community has lately taken their journalism to Bluesky, the place they report on present occasions in real-time.

CTV Information has totally different Bluesky accounts for every Canadian area they report on (although they haven’t posted from each account but).

Nearly all of their posts observe the identical method: a one-to two-sentence recap of a narrative paired with the hyperlink to the total article. The content material is cross-posted on different networks like X and Fb.

When Bluesky skilled speedy development on the finish of 2024 (reaching greater than 25 million customers), CTV seized the chance to succeed in audiences—whereas sustaining their communities on different platforms. Networks like CTV want to indicate up all through their viewers’s content material ecosystem to keep up relevance.

The play: Greater than half of manufacturers (52%) say they already publish on Bluesky, and one other 30% plan to start out, in response to the Q1 2025 Sprout Pulse Survey. One other 57% stated their posting technique on the platform will give attention to repurposing content material from different networks. Take a cue from CTV and different manufacturers main the cost on Bluesky by cross-posting text-based posts and articles.

Creator Highlight: Feed Me satiates audiences on Substack

Whereas only a few manufacturers have tried publishing their very own Substack content material but, the long-form content material platform has change into an oasis for influencers and creators and their loyal followings.

Just like the Feed Me publication, authored by journalist, author and creator Emily Sundberg. The publication facilities round tech and finance information, life-style content material, media gossip and restaurant intel, amongst different matters. Feed Me first launched in 2020, and now boasts greater than 50,000 subscribers.

Sundberg and the publication have garnered potent web buzz, an indication of the rising legitimacy of Substack creators (and creators basically) as authors, journalists and curators of tradition.

In 2024, Sundberg labored on 10 totally different model collaborations—all of which led to extremely engaged posts, per her self-reported information—together with this publish she authored for Free Folks.

The play: Collaborating with established creators on rising platforms could be an efficient option to interact audiences. By leveraging the affect of their private model, you may faucet into present communities and conversations, notably on platforms like Substack the place creators have cultivated a devoted following. This method means that you can bypass the challenges of constructing an viewers from scratch. Substack’s long-form content material additionally offers manufacturers extra room to inform their story and highlight specialists.

Be aware: Entrepreneurs ought to do not forget that creators perceive the nuances of those platforms higher than they do, they usually want artistic freedom to craft posts that carry out.

Mastering the shift to rising platforms

That wraps up this month’s installment of PPR. Keep tuned for subsequent month, the place we’ll be specializing in our favourite influencer advertising and marketing campaigns of the yr thus far. Within the meantime, keep in mind these key takeaways:

And for those who see a social publish or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.