We’re again with one other installment of the Put up 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 don’t simply study the flawless inventive execution of each put up or marketing campaign, however the model affect, too.
For manufacturers in regulated industries, there’s nothing that scares leaders like the specter of a social media disaster. On social, misinformation spreads quick, protected information is in danger and regulatory peril lurks round each nook. But, essentially the most heart-racing threat of all is not being current on social.
Regardless of authorized pink tape and government apprehension, these manufacturers in regulated industries are main the way in which on social—redefining the channel for his or her sectors. Establishments of every kind ought to take be aware.
Monzo Financial institution: The place private finance is much less frightful
Monzo Financial institution does issues in another way. The challenger financial institution is disruptive by nature, and makes use of social to make monetary schooling much less boring and scary. Contemplating 61% of shoppers anticipate utilizing social media to analysis monetary recommendation within the subsequent 6-12 months per the Q3 2025 Sprout Pulse Survey, that’s precisely the place they need to be. The social group’s relatable, related and sometimes irreverent tone proves that the restrictions monetary companies face truly create the best alternatives for creativity on social.
Richard Cook dinner, Social Media Lead at Monzo, put it like this: “There are numerous particular legal guidelines (and punishable prison offenses) entrepreneurs at monetary companies manufacturers should think about…At Monzo, we see this as an incredible alternative. Our content material isn’t product-driven, it’s impressed by emotions and conversations about cash on a regular basis individuals have. Life-style-inspired posts aren’t regulated in the identical approach as monetary recommendation, and we have now full license to have enjoyable.”
Take the model’s latest marketing campaign across the launch of their annual “Ebook of Cash”— a jargon-free, no-judgement private finance information for individuals who’d by no means usually learn one. The model promoted the launch of the ebook by placing their very own spin on latest tendencies and teaming up with influencers.
Monzo can be revered for his or her disruptive LinkedIn presence. On the community, the financial institution leans into relatable workplace moments and doles out satirical recommendation.
The model presently boasts over 1 million followers throughout platforms thanks largely to their engagement mannequin that prioritizes constructing group somewhat than blasting out firm updates. There’s little question that Monzo’s main presence helps them soar to the highest of the aggressive market and develop into one of the profitable fintech corporations within the UK.
The play: For manufacturers attempting to make a reputation for themselves in regulated industries, you could do issues in another way than your opponents—whereas nonetheless being true to your model. For Monzo, meaning taking a disruptive, audience-oriented strategy to speaking about cash and private finance.
Ask your self: What’s the distinctive hole that our model fills? How can we deliver that to social in a approach that feels relatable and human?
Northeast Ohio Regional Sewer District: Remodeling infrastructure into on-line tradition (with no methods, simply treats)
Think about explaining the sentence, “The Northeast Ohio Regional Sewer District has nice memes,” in 1972 when the district was based.
Whereas wastewater remedy and stormwater administration have been an important a part of public well being for many years, these companies are nonetheless underrepresented and misunderstood on social media. Enter: The NE Ohio Regional Sewer District.
As homeowners and operators of remedy plans in Ohio, the district shares common sewer updates with their social followers (i.e., enterprise as traditional posts). However in addition they take a very social-first strategy to different content material, which incorporates sharing Nice Lakes memes, Cleveland Guardian recaps and AMAs with their onsite crews.
Whereas some corporations on this sector would possibly query the aim of tapping into on-line tradition, the NE Ohio Regional Sewer District understands that social goes hand-in-hand with reaching their constituents. Just like the sewer district cheekily says on their X account, “Sewers are the unique social community.”
Constructing rapport with audiences on-line makes it simpler for the sewer district to ship essential info in compliance with group right-to-know legal guidelines. And in the event that they ever should ship real-time alerts for points like sewage overflows or potential contamination, they’ve already earned their viewers’s consideration and belief.
The play: It may be a problem to correlate web silliness with constructing your model’s repute on-line. But that’s precisely what the NE Ohio Regional Sewer District has carried out. Take a cue from their playbook by weaving collectively essential updates with popular culture commentary, shareworthy memes and possibilities to work together with frontline workers.
NewYork-Presbyterian Hospital: Teaming as much as empower real-life superheroes
As hospital methods, healthcare suppliers and others within the medical discipline know, HIPAA compliance is non-negotiable—particularly on-line. NewYork-Presbyterian Hospital avoids the hazard zone by that includes collaborations with native organizations, just like the College of American Ballet and the New York Mets, of their social content material.
After they do inform affected person tales, the hospital system makes use of a documentary-style strategy and first-person affected person interviews to form their narrative. The tales are advised with intentionality, empathy and respect for the affected person—specializing in the human, not the illness or situation. Their content material showcases the life-saving relationships between sufferers and their suppliers.
NewYork-Presbyterian additionally makes use of social to unveil a few of their newest applied sciences, improvements and services. Some movies even function footage from actual surgical procedures the place medical doctors carry out medical milestones, like this video from a domino split-liver transplant that required coordination throughout groups.
The hospital system’s efforts on social complement the excessive caliber expertise delivered by their employees and assist cement their award-winning repute. Lately named to the U.S. Information record of the highest 20 hospitals within the nation, NewYork-Presbyterian stands out for its dedication to affected person care.
The play: Legal guidelines that defend affected person privateness have to be adopted to the letter. However that doesn’t imply healthcare organizations have to draw back from telling human-centric, patient-first tales. Like NewYork-Presbyterian, you could find ingenious methods to function the tales of real-life superheroes—like sufferers battling illness and healthcare employees who commit their lives to serving others.
Jake from State Farm: Turning khakis into a fancy dress
“Uh…khakis.” This line from the unique 2011 industrial cemented Jake from State Farm as a cultural icon. Whereas the primary Jake was an precise State Farm worker who stepped in for the industrial, the position was recast by skilled actor Kevin Miles in 2020.
Since then, Jake from State Farm has develop into an internet determine all his personal, full along with his personal social media accounts.
As insurance coverage manufacturers know, FTC pointers and different rules govern how they’ll discuss totally different services and products. Plus, lots of their choices might sound intangible or tough to understand, or characterize life occasions shoppers would somewhat not take into consideration.
By introducing Jake from State Farm as a mascot, the insurance coverage firm humanized their model, made it extra memorable and earned constructive sentiment. Bringing him to social took it a step additional by injecting cultural relevancy. Like when Jake confirmed up at an NBA occasion and the sidelines of an Arizona Cardinals sport, or when he met Cole Walliser (the man who makes these unbelievable celeb glambot movies from the pink carpet).
State Farm’s funding in Jake (and his on-line persona) helps the corporate interact youthful audiences. By displaying up the place Millennials and Gen Z shoppers spend time, State Farm is making long-term investments in model recognition and buyer loyalty.
The play: For legacy manufacturers, it’s crucial to achieve youthful shoppers who will someday age into being your prospects, and adapting for youthful audiences requires investing in social. Like State Farm, it’s essential to take heed to what goal generations care about, determine related companions and experiment with social-first storytelling. It doesn’t imply ranging from scratch—as an alternative, lean into the cultural touchstones that set your model aside and adapt them to new channels.
Victoria Police: Tapping into social to construct neighborly connection
The Victoria Police Division has over 1 million followers on social media—which equates to at least one in seven individuals who stay within the Australian state. The division’s social presence is well known, not only for their rising follower base, however for his or her penchant for constructing relationships with their communities by means of content material.
Whether or not they share useful infographics (like this one which explains report a non-urgent crime or occasion on-line) or public service bulletins about home violence, the division is one step forward with regards to holding constituents knowledgeable.
The division additionally promotes their very own true crime podcast (IYKYK) and faucets into on-line tendencies, like Instagram’s newly rolled out 5120 x 1080 cinematic Reels.
Different staples of their content material combine embody posts devoted to group outreach and remembering fallen officers.
Nationally, belief in police is falling in Australia. Within the face of elevated scrutiny, the Victoria Police Division is responding by attempting to construct bridges with the communities they serve—in 2025, meaning turning to social.
The play: The Victoria Police Division demonstrates the ability of utilizing social to garner belief and enhance sentiment with these you serve. Many manufacturers in regulated industries or within the public sector keep away from social for concern of constructing points worse. However, when carried out with tact and true understanding of your group, it will probably develop into a part of the answer.
Novartis: Sharing tell-tale (indicators of) coronary heart well being innovation
Novartis is an revolutionary medicines firm primarily based in Switzerland. The multinational is behind widespread prescription drugs distributed all through the world that tackle every part from allergic reactions to coronary heart illness. It was truly their latest marketing campaign for coronary heart well being on LinkedIn that caught our eye, together with the content material they captured at their FIT cease public occasion and their video recounting the historical past of cardiovascular drugs.
The pharmaceutical firm additionally repeatedly shares informational carousels that present context for issues like their dedication to world well being and schooling about illness remedies.
The play: As anybody who spends time on HealthTok is aware of, misinformation cascades shortly on social. The wellness motion and well being influencers are seeding deep distrust in typical medical practices and prescription drugs. For prescription drugs, transparency and schooling are key.
Don’t let social media be the boogeyman
That concludes this month’s installment of the PPR. Keep tuned for subsequent month’s version, the place we’ll function nonprofit organizations with main end-of-year campaigns. Within the meantime, bear in mind these key takeaways:
Put up Efficiency Report Takeaways
- Embrace relatable content material: Use your model’s distinctive voice to attach with audiences in a human approach. Keep away from overly formal or product-driven posts and as an alternative concentrate on lifestyle-oriented, relatable content material that aligns with actual conversations your viewers is having. Even in a regulated area, creativity can thrive when it’s tied to what individuals care about.
- Leverage on-line tradition properly: Even seemingly dry industries can interact by means of cultural relevance. Use memes, popular culture references or light-hearted interactions (when the second is correct) to construct rapport together with your viewers. When belief is constructed by means of on a regular basis engagement, it’s simpler to speak essential info when obligatory.
- Construct belief by means of transparency: Use your platform to share behind-the-scenes content material and even challenges your model is working to handle. Constructing an actual connection by means of transparency helps deepen belief and strengthens your repute.
- Put money into long-term methods: Put money into a social-first storytelling strategy that adapts your model’s cultural touchstones to newer platforms and codecs. This builds recognition and loyalty that can repay as youthful shoppers develop into lifelong prospects.
For extra about how manufacturers in each business can discover actionable viewers insights, seek the advice of our information to social listening prompts (with particular examples for regulated sectors).
And when you see a social put up or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
