innocent: the healthy drinks company with revenues of over £400 million who created the trend for companies having an amusing tone of voice on social media and use it massively to their advantage.

In the past, brand social media has been dreary, a mix of blatant corporate social responsibility posts, boring advertising and service announcements – not exactly setting the world alight.

Somewhere along the line, a few companies decided (including innocent) that the previous strategy for social media marketing did not work and did not engage any customers whatsoever so therefore had to come up with something better.

For me, a brand that creates their own personality and easily garners the attention is very high in my estimation, be it Ryanair, Aldi or of course innocent, a brand with character can only a good thing.

innocent were one of the first to grasp this concept and their approach has influenced and inspired the social media personality of many companies however as the original they’ve got it down to a tee.

innocent has been carefully perfecting its social media strategy by doing lots of posts and trying new things. Many businesses are too cautious with their social media but innocent are different as they have a strong system.

From ‘brand commandments’ guiding their tone of voice to the three pillars of their content including ‘branded random’, innocent have a set way of doing things on social media which most certainly works – but you wouldn’t know it.

From posts about putting the clocks back to office drama to political reactions, there seems no rhyme or reason to their posts but a stringent recruitment process and list of brand values ensures that random content is consistent and fits the message.

POST SOMETHING LIKE "Yup, it's the same post as it always is. Don't forget to move your clocks back."

DON'T FORGET TO DELETE THE "POST SOMETHING LIKE" BIT LIKE LAST TIME.

OR THIS BIT. pic.twitter.com/je3lxgNGeZ

— innocent drinks (@innocent) October 29, 2022

You may be think how posts like this above constitutes marketing activities or how they have any relevance to selling smoothies but that doesn’t matter. It gets people thinking, talking and writing about innocent reaching new people (obviously the intention).

They want it that when you go out to buy a smoothie, you stare at the myriad of options and think about that funny tweet from innocent that makes you want to buy their product because if you don’t they might not exist anymore (and will get fired).

Do comment your thoughts below.