The social lab
I used to work in live radio.
In my past life, I was a full-time content producer at one of the biggest and most-listened to radio stations in Montreal. I absolutely adored my job… even though most days felt akin to juggling dynamite while walking a tightrope! You see, it was my job to select and research topics for the show, in addition to finding, chasing, prescreening and booking guests for the show. Oh and did I mention it was a daily four-hour show that aired five days a week? It was busy. And hectic. And chaotic. But I loved it. And I was good at it.
At one point in my broadcast career, I worked with a host who didn’t want to cover a story or topic unless it had already been covered by a different outlet, which is the complete opposite of what we’ve come to believe about journalism. This individual had an unusual reluctance to cover topics or stories that hadn't already gained traction elsewhere. Now, this might seem counterintuitive, especially in an industry where the mantra is often "if it bleeds, it leads," and being first to break a story is paramount. But for this host, it stemmed from a deep-seated insecurity. They lacked confidence in their own instincts and instead leaned heavily on the judgments of others. And unfortunately, by the time they were interested in covering a story, often the guest we wanted to talk to was being bombarded with media requests and was no longer available to us. Had they been willing to approach the topic sooner, we would have scored an interview with the guest, and been one of the first outlets on the story. Needless to say, our professional relationship didn't last long.
This same hesitance isn't unique to radio hosts; it's a trait I've observed in major brands and corporations on social media. Many companies shy away from experimentation, waiting on the sidelines until they see other brands dip their toes into new trends or platforms. But by then, it’s usually too late and the opportunity has passed them by.
Yes, having brand guidelines is crucial for maintaining consistency, control and integrity online, but it’s equally important to embrace experimentation. I see social media as a laboratory—a space where brands can innovate, test hypotheses, and glean insights from their audience's reactions. Yet, too often, companies opt for the safe route, resulting in bland, uninspired feeds that fail to resonate with their target audience.
The truth is, to stand out online, brands have to be willing to take risks. They have to be willing to push boundaries and pioneer new approaches. Waiting for someone else to blaze the trail is a recipe for mediocrity.
Still not convinced? Here are a few examples:
Wendy's, the fast-food chain perhaps best known for the baconator and dipping fries in Frosty’s, has become equally well-known for its witty and irreverent social media presence. While other brands played it safe with scripted and sanitized content, Wendy's instead engages in playful banter online, teasing customers and roasting competitors. Their daring approach not only garnered attention but also fostered a loyal following of fans eager to see what they'd cook up next.
Another example is TikTok. While some brands wrote TikTok off as a space where Gen Z kids danced around, early adopters capitalized on its viral potential and saw unprecedented success. Take e.l.f. Cosmetics, for example, whose #eyeslipsface challenge generated over 5 billion views and catapulted the brand to new heights of visibility and relevance among younger demographics.
These examples serve to underscore the importance of being PROactive rather than REactive on social media. By being willing to experiment and try new things, brands can build their online community, and stay ahead of the curve.
Don't wait for permission to innovate. Don't wait for validation from others. Trust your instincts, take calculated risks, and dare to be a trendsetter.
