Social media doesn’t always have to be serious. In fact, some of the best results come when brands lean into the fun—and last week, we saw this firsthand. 

Inspired by Love Island’s Ronnie, we jumped on a trend, posted a TikTok, and almost overnight, it hit 1 MILLION views (now 1.2M and counting! 🚀). No high-production budget. No overthought strategy. Just a quick, engaging post that resonated with people in the moment. 

So, why did it work? And what can brands take away from it? 

What We Learned Since Launching TikTok (That Has Nothing to Do with Industry Content) 

🔹 Social media CAN be fun. 
🔹 Social media CAN be engaging. 
🔹 Social media CAN drive results. 

And sometimes, the best content isn’t the kind that sells—it’s the kind that entertains. 

The Rise of Employee-Generated Content (EGC) 

One major trend we’ve seen in recent years is the power of Employee-Generated Content (EGC). Brands that let their teams take the reins and create social content often see higher engagement and stronger audience connections. 

A 2023 study from Sprout Social found that: 

• 90% of consumers say authenticity is important when choosing brands to support. 

• 76% of people are more likely to trust a brand when its content is shared by real employees rather than corporate accounts. 

• TikTok’s algorithm prioritises engagement over followers, meaning even small brands can go viral when their content resonates. 

Our viral post wasn’t a polished ad. It was relatable, reactive, and real, proving that sometimes, the best strategy is simply to have fun. 

What Can Brands Learn from This? 

If you’re looking to boost engagement on social media, here are a few key takeaways: 

✅ Be Reactive: Jump on trends quickly—don’t overthink them. Social media moves fast, and relevance is key. 
✅ Embrace Authenticity: Overly polished content can feel forced. Let your team’s personality shine. 
✅ Experiment with Formats: Try TikToks, memes, behind-the-scenes clips—see what resonates. 
✅ Engage, Don’t Just Post: Respond to comments, interact with users, and be part of the conversation. 
✅ Test & Learn: Not every post will go viral, but every post is a chance to learn what works. 

Final Thoughts: The Power of Letting Go 

The best part? This is just the beginning. We’re learning that the more we embrace spontaneity and personality, the better the results. 

If you haven’t already, follow us on TikTok 📲 @EdisonMedia—who knows what we’ll post next? 👀