But before you scroll away annoyed, let me explain my thesis.

At Collective, we live for brand communication—even on social media. Every Monday morning, we come into the office full of excitement for a new week, with new projects and challenges ahead. What we love most is when our work resonates not only with our clients but also with their target audience.

To do this, we must confront an uncomfortable question: What does a user want to see on social media? The answer is fairly simple: their friends. Parties. Vacation photos. People are on social media to connect with friends. Increasingly, they are also there to be entertained—and here lies a crucial approach: how can a brand entertain its audience?

Let me be clear: the cookie production of Hinz&Kunz Guezli AG is of little interest outside its immediate circle. And perhaps it’s better for everyone if Hinz&Kunz Guezli AG simply stays off social media. Companies that feel uncomfortable being present on social media will appear to private users like a square at a house party: awkward, out of place, and decidedly uncool. They are, on one hand, an outsider and, on the other, trying to do something that isn’t 100% direct and authentic, thus breaking the unwritten rules of social media.

Now you may ask, how can a brand succeed on social media? That’s a challenge we gladly accept! We believe a brand, just like in the free market, needs a purpose on social media. For TCS, it might be road trip vlogs; for Einsiedler Bier, beer tastings; and with Lattesso, we celebrate success on Instagram with the series “Home Barista 101 Basics.” These story formats provide entertainment value while representing the brand in a language that fits social media—they integrate into the party and might even become the alpha.

This hurdle is significant and difficult for many companies to overcome. With enthusiasm and enjoyment, we help you consider how and if a social media presence can benefit you. One thing is certain: those who master this king discipline have truly understood marketing.

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