We’re back with the latest edition of the Post Performance Report (PPR)—a series in which we curate and dissect social media posts and campaigns that inspire us, analyzing what makes them so brilliant. We explore how your brand can harness these examples to ignite your own eye-catching creative concepts—while optimizing your budget and achieving more with limited resources.
Our analysis goes beyond just the impeccable creative execution of each post or campaign; we also evaluate the business impact. We guide you in visualizing how social media can elevate your brand’s visibility, nurture community participation, and enhance profitability.
This month, we’re shining a light on brands making a mark on unexpected platforms. The 2025 Sprout Social Index™ revealed that marketers’ biggest concern is audiences migrating to private, restricted, or alternative platforms. However, network diversification isn’t just a looming fear—it’s already in motion. In light of bans, boycotts, and turmoil, consumers are dedicating more time to adventurous and often niche networks. The Q1 2025 Sprout Pulse Survey indicated that 36% of marketers believe their audience is beginning to spend more time on new platforms such as Threads, Bluesky, Lemon8, and Mastodon.
These brands exemplify what it takes to flourish in unpredictable landscapes and can motivate you to venture into unexplored territories.
Netflix: Establishing presence on Bluesky, Snapchat & Threads
Regarding Netflix’s social media engagement, we have one question: “Where aren’t they?” The streaming powerhouse is present on both emerging and well-established platforms. As reported in The 2024 Content Strategy Report, 38% of consumers intend to utilize more platforms and expect brands to appear across all of them.
While this is quite the challenge, Netflix manages it by reusing content across similar platforms. For instance, on Bluesky, they post static images promoting their latest releases.
Next, they reshare those same posts (or slightly adjusted versions) on Threads.
On video-centric platforms like Snapchat, they reshare content from platforms like Reels.
However, they do not indiscriminately cross-post their entire content calendar or avoid creating platform-specific content. Instead, they take into consideration the unique audiences and cultures of each platform and repurpose content where it is advantageous to do so.
Across Bluesky, Snapchat, and Threads, Netflix US boasts over 8 million followers. While some may be repeat followers, they might not encounter Netflix in their algorithm on every platform. This strategic repurposing leads to improved engagement rates.
In Q4 2024, Netflix reported a record number of subscribers, bringing their global tally up to 300 million. This remarkable growth is fueled by the excitement they generate for their programming across numerous global social platforms, including with their new Moments feature that enables fans to share their favorite clips across networks.
The play: For large brands, managing an extensive audience can be daunting—satisfying an insatiable demand for content. Strategically repurposing content can help keep your brand top-of-mind without overwhelming your resources.
MECCA: Rising through Snapchat
MECCA stands as the leading beauty retailer in Australia and New Zealand. With over 100 stores in both countries, MECCA remains the preferred beauty destination—despite facing significant global competition.
On Snapchat, the brand develops lenses that allow their followers to virtually try out various products, such as foundation and lipstick shades. Other lenses assist customers in creating their own personalized skincare routines.
MECCA was the first retailer in Australia to launch AR-powered lenses. The brand introduced these lenses to connect with Gen Z audiences. According to the Q2 2024 Sprout Pulse Survey, Gen Z consumers rank Snapchat among their top three most frequently used platforms.
Upon the initial rollout of their lenses, the brand reported a five-point increase in brand awareness (and an 11-point increase among 18-to-20-year-olds), a 10-point rise in action intent, and a one-and-a-half times increase in engagement duration.
The play: Since its inception in 1997, MECCA has experienced unprecedented success as it nears three decades in business. However, the strategies that led to their current success may not suffice for future endeavors. MECCA has excelled in exploring new channels to boost awareness among younger consumers—a strategy that should be emulated by other brands.
Louis Vuitton: Engaging through gaming on Discord
The French luxury fashion house Louis Vuitton has embraced gaming culture. Since 1854, the brand and its iconic monogram have elevated travel and influenced global fashion trends. Today, Louis Vuitton is recognized as the fashion name to emulate in the online gaming realm.
The brand recently marked the one-year anniversary of the launch of their Discord server. Discord is a social platform for instant messaging, voice, and video communication, primarily popular among online gamers (though its reach is expanding into other niches). Louis Vuitton’s server serves as a community hub offering various discussion threads on topics such as virtual reality, gaming, Web3, technology, and arts and culture, while also unveiling exclusive brand content and collaborations.
To commemorate their recent one-year milestone on the platform, Louis Vuitton launched an engaging digital game named Enigma. This game tasked their 8,000-member Discord community with finding their cherished mascot Vivienne through a series of riddles over a five-day timeframe. Such digital experiences like Enigma further highlight the brand’s commitment to cultivating online communities, particularly with NFT holders.
Even as some luxury brands face signs of decline, the powerhouse Louis Vuitton continues to excel and propel revenue for parent company LVMH. The brand enjoys particular popularity with Millennials and Gen Z, a testament to how effectively Louis Vuitton builds cultural connections in digital spaces.
The play: Today’s social media landscape comprises various networks with distinct algorithms, content formats, and target audiences. Consumers engage with all of them to satisfy their needs for connection and consumption, even on platforms like Discord, which may not be on many brands’ radars.
Brands do not always need to adhere to traditional industry standards when deciding which channels to invest in. Take a cue from Louis Vuitton and explore network voids, following influencers and creators breaking through new frontiers.
Google: Clarifying Threads regarding product updates
As the most popular search engine globally, a front-runner in cloud solutions, and the company steering AI and other software innovations, stating that Google has a wide range of offerings would indeed be an understatement.
The brand utilizes Threads to keep its customers and nearly 5 billion users worldwide informed of product updates. Their posts emphasize significant changes and direct followers to complete articles for in-depth information.
With close to 3 million followers on the app, Google capitalizes on the chance to connect with Threads’ expanding audience—seizing every opportunity to engage their audience across touchpoints.
The play: When crafting your Threads strategy, do not complicate it. The platform is conducive to lower-effort content, such as text-based posts, article links, and static images. This allows you to devote attention to Threads without compromising your commitments to other networks that are already central to your approach.
CTV News: Reporting on Bluesky
CTV News comprises part of Canada’s largest privately owned television network and is one of the top sources Canadians rely on for breaking news. The network has recently migrated its journalism to Bluesky, where they provide real-time updates on current events.
CTV News operates different Bluesky accounts for each Canadian region (though they have not posted from every account to date).
Most of their posts adhere to a formula: a one- to two-sentence summary of a story linked to the complete article. The content is also shared on other platforms like X and Facebook.
When Bluesky saw rapid growth at the end of 2024 (surpassing 25 million users), CTV seized the moment to engage with wider audiences—while maintaining their presence on other platforms. Networks like CTV must appear consistently throughout their audience’s content landscape to stay relevant.
The play: More than half of brands (52%) report already posting on Bluesky, with an additional 30% planning to initiate, as per the Q1 2025 Sprout Pulse Survey. Furthermore, 57% indicated that their strategy on the platform would emphasize repurposing content from other networks. Take inspiration from CTV and other brands at the forefront of Bluesky by cross-posting textual updates and articles.
Creator Spotlight: Feed Me nourishes audiences on Substack
Though few brands have ventured into Substack content creation, the long-form platform has become a haven for influencers and creators along with their loyal followers.
An example is the Feed Me newsletter, penned by journalist, writer, and creator Emily Sundberg. The newsletter focuses on tech and finance news, lifestyle topics, media gossip, and culinary insights, among other subjects. Launched in 2020, Feed Me now boasts over 50,000 subscribers.
Sundberg and the newsletter have generated considerable online buzz, demonstrating the rise of Substack creators (and creators in general) as credible authors, journalists, and cultural curators.
In 2024, Sundberg engaged in 10 brand collaborations, all resulting in highly engaging posts, according to her self-reported data—including this piece she wrote for Free People.
The play: Collaborating with established creators on emerging platforms can be an effective technique to engage audiences. By leveraging the clout of their personal brands, you can tap into existing communities and dialogues, especially on platforms like Substack, where creators have cultivated dedicated followings. This method enables you to circumvent the challenges of audience building from scratch. Substack’s long-form format also provides brands more room to narrate their stories and feature experts.
Note: Marketers should be aware that creators are generally more attuned to the nuances of these platforms than they are, and they require creative latitude to craft high-performing posts.
Mastering the transition to emerging platforms
That concludes this month’s edition of PPR. Look forward to next month’s issue, where we’ll highlight our top influencer marketing campaigns of the year thus far. Meanwhile, keep these key takeaways in mind:
Post Performance Report Takeaways
- Network diversification is already a reality. Embracing emerging networks is vital for fostering long-term awareness and engagement with both new and existing audiences.
- Strategic repurposing enhances efficiency. Adapting content across platforms helps brands sustain their visibility without overloading their resources.
- Emerging platforms provide novel engagement opportunities. Utilize unique features specific to platforms to help your community connect with you in innovative ways.
- You don’t need to be everywhere. However, you do require brand advocates (like influencers) to create content for you in spaces where your audience is active.
And if you spot a social media post or campaign worthy of attention, tag us @sproutsocial and use #PostPerformanceReport to have your idea considered for a future article.
The post Post Performance Report: Brands building a presence on unexpected platforms appeared first on Sprout Social.
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