The social teams approaching social intelligence in the most interesting ways aren’t just reacting to their inboxes and direct brand mentions; they’re actively paying attention to cultural trends and figuring out how they can turn them into standout moments for their brands. This often happens by spinning stories where they’ve been mentioned, or finding moments relevant to the brand where they can become an active part of the conversation.

This time, we’re going to look at some of the brands doing it well, starting with Topgolf building on a community-driven moment.

Topgolf tells Logan’s story

At the end of December, a video went viral on TikTok of a net collapsing at the Auburn Hills location, and an innocuous comment was made by one Logan Phillips: “They better have that fixed by January 9th – my work Christmas party is there.”

And so began a chain of events that set off a whole campaign for the Topgolf team. The comment eventually racked up more than 300,000 likes. While it did not originate on a Topgolf video, nor was the brand tagged in it, it didn’t escape the attention of Topgolf’s social team.

“As we saw more and more people advocating for Logan in the comment section of the original video, we knew this was something the internet had collectively decided to care about and an opportunity for us to act swiftly and join in on the fun. The comment ultimately garnered 338,000 likes, showing us this moment reached a wider audience,” said Nili Kamolidinova, Topgolf’s Social Media Manager.

Topgolf acted swiftly to join in on the moment, providing regular updates to its audience about the repairs on the Auburn Hills facility, something that Kamolidinova says is part of the culture at Topgolf.

“We try to remain nimble at Topgolf when these organic moments arise and where we as a brand can add value to the Players story,” added Kamolidinova.

Topgolf posted a series of response videos showing the team working to repair the net, with the final videos driving 4 million views and 11 million views respectively.

Together, the viral moment combined for more than 4 million engagements on Topgolf’s channel, to say nothing of the viral community engagement and UGC. This accounted for almost two-thirds of Topgolf’s total engagement in the last 12 months, even outperforming a video featuring Mariah Carey.

The success of the moment resonated well outside the social posts, with the company also offering a promo code to its community to celebrate Logan’s Christmas party at their local Topgolf.

“As the community buy-in increased, so did the requests from Players to celebrate Logan’s Work Christmas Party at their own venues. This allowed us the opportunity to invite everyone to ‘Logan’s Work Christmas Party’ at their own venues with a half-off promo code,” said Kamolidinova.

The play: Topgolf took a potential negative and spun it into a positive with good humor and quick reactions. Make sure you’re aware of what’s being said about your brand in real time even outside of direct mentions, and be ready to capitalize on those cultural moments.

Pepsi drops the references at the big game

Pepsi released their ad a week before the big game, and it paid dividends on social media. The spot featured a polar bear taste testing the two big colas, and picking Pepsi, causing an identity crisis.

The Taika-Waititi-directed ad got a huge amount of attention on social media, with upwards of 6 million engagements on TikTok alone, making it easily the most engaging of the pre-releases.

The ad plays with our expectations around the bear, which is famously associated with Coca-Cola. But it’s the social-adjacent moments that are of interest here. The brand revived the famous taste test from the 80s and made it relevant for a social audience, which is primed for blind taste tests and shocked reactions thanks to the success of those kinds of short-form videos on social.

But it didn’t stop there. It also referenced the viral Coldplay concert moment from last year, as the two bears were caught on camera with their drinks before leaning into it and raising a toast to the audience.

Similar to Topgolf, this one video was easily Pepsi’s top-performing of the last twelve months. In fact, it performed so well that it saw more engagement than the rest of the brand’s TikTok posts combined.

The play: Audiences love to understand references, and by taking two viral social moments and leaning into them in their creative, Pepsi successfully brought those watching with them, and thereby made them feel part of something bigger, while keeping it relevant to their brand.

Dr Pepper confirms it is both good and nice

Another soda, another cultural moment, though this one was more reactive. In late December, creator Romeo Bingham posted a short jingle for the brand consisting of ten short words; “Dr Pepper, baby, is good and nice, doo doo doo.”

This took on a life of its own on TikTok, with a wide array of duets, remixes and new spins on Romeo’s original post being shared across social channels.

The post even went viral among brands, with the likes of Buffalo Wild Wings and others urging the creator to do a version for them next. It was genuinely a defining moment of 2025 on TikTok, pushing 12 million likes, a million shares and more than 100,000 comments.

On LinkedIn, people were incredulous that Dr Pepper didn’t immediately react to this on its social channels, but it turned out the brand was playing the long game (if that’s what you call less than a month turnaround time from idea to execution!)

In the middle of January, Dr Pepper’s page posted a short video of a friendship bracelet with the starting letters of the song; a typical short video trope. It then extended this joke the next day, ranking the words in the song. These two videos were the brand’s most successful videos on the platform by a significant distance, with each performing the other top videos on the page by at least 5x.

And once again, this went beyond social, with the viral jingle used in Dr Pepper’s ad at the College Football National Championship, where it was viewed by tens of millions more, many of whom may not have even been aware of it as a social trend in the first place.

The play: When people love your brand, amplify those voices. There’s so much content out there waiting to be acknowledged, make sure you’re actively listening so you’re paying attention when a moment breaks through.

Anthropologie rocks

This one’s going to take a bit more explaining. If you didn’t see it, it all began with a practical joke. Creator Phoebe Adams took a rock from outside and claimed to her boyfriend that she had spent $150 on it for their entryway table. The boyfriend’s shocked reaction at the unboxing made the prank an instant viral hit, garnering almost 2 million engagements.

Once again, the brand was not directly tagged in the video, but it created enough buzz that it got their attention. The original video was posted on September 14, 2025, and within a week the brand had officially partnered with Adams to play another joke on her boyfriend. The couple entered an Anthropologie only to find a rock display with a 50% off offer, and everyone from sales associates to cashiers were in on it. The subsequent post topped a million likes, and the brand itself commented on this post—that comment drove north of 130,000 engagements.

The brand didn’t stop there, also featuring the rock collection on its own Instagram page a week after the original video.

Social media revels in the ridiculous, and being a brand that leaned into that worked for Anthropologie. The partnership with the original creator was crucial for the success of leaning in, as her subsequent video significantly outperformed the brand’s post that referenced the joke.

The play: Let the world know you’re in on the joke. Anthropologie took a moment in time and brought it into the business, showing a sense of humor that their audience appreciated.

Utah DOT goes unhinged

This example is a more traditional display of hopping on trends, but you still need to be aware of what’s happening in culture to do that. The Utah Department of Transportation delivers its safety and informational announcements in trending formats, which they frame as “unhinged PSAs”.

What could have been a boring announcement about road closures turned into a post that generated thousands of engagements by acknowledging a trend and adding the personality of Utah Department of Transportation employees. Social storytelling is—at its heart—about building a community with your audience, and understanding when and how they will resonate most with the message you are trying to convey.

The play: Keep on top of cultural trends that your audience and community cares about, and join in on them when it makes sense for your brand.

Turning cultural trends into brand wins

That concludes this month’s installment of the PPR. Stay tuned for next month’s edition, and in the meantime, remember these key takeaways:

Of course, different content will always resonate more on different platforms. A majority of the moments we’ve highlighted here came on Instagram and TikTok, but if you want to see the kind of content audiences are looking for across the social web, you can read our 2026 Content Strategy Report.

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.

The post Post Performance Report: Brands turning cultural moments into standout content appeared first on Sprout Social.

The tide seems to be turning. Our Q3 2025 Pulse Survey shows that almost half of consumers are more likely to buy from companies that speak out about specific causes or topics in the news.

As consumer expectations shift (again) are marketers prepared? How should brands respond to renewed consumer enthusiasm for brand activism?

What is brand activism?

First, it’s important to define brand activism since it’s easily confused with corporate social responsibility (CSR). Brand activism is when companies take public stances on social, political and/or economic issues. These issues are typically controversial or polarizing, and the brand’s action is meant to drive societal change that stakeholders (including investors, employees and customers) want.

CSR is the action brands take privately to embed social and environmental responsibility practices into core business practices. Think initiatives to reduce their carbon footprint or support their community with philanthropy.

CSR is action brands take part in quietly. Brand activism is what a brand says loudly and publicly. While the two work together, they are very different.

Recent brand activism examples

Even though many brands have avoided brand activism lately, there are exceptions. In practice, brand activism looks like Levi’s loud and proud Pride Month campaign this year. The campaign came after shareholders voted to uphold the company’s DEI initiatives.

Or when Dove reinvigorated their Real Beauty campaign to stand against AI-generated and digitally distorted content. The decades-long campaign has aimed to change how women are represented in the media, and protect women and girls from unrealistic depictions.

Why audiences are coming back around to brand activism

What is it about this cultural moment that resurrected brand activism?

The data suggests the simultaneous rollback of DEI initiatives and other new policies, paired with a highly contentious global political climate and unstable economy, are driving forces. Especially for specific audiences.

The role of audience demographics

Certain demographics are more likely to care whether or not brands participate in activism. Per the Q3 2025 Pulse Survey, 63% of Gen Z and 57% of Millennials are more likely to buy from companies that speak out about specific causes. This holds true for the majority of Asian (61%), Black (63%), Latino (52%) and multi-race (55%) consumers, compared to only 35% of white consumers.

Political persuasion also plays a role. Liberals are most likely to say brand activism impacts their purchases (62%), compared to around 40% of Moderates and Conservatives.

The current social and political climate

2025’s historic election year ratcheted up political pressure worldwide. Changes in policy from new administrations are leading to organizations shifting their practices, which, in some cases, leads to consumer backlash.

For example, when US companies roll back DEI initiatives, over half of Gen Z and 36% of consumers overall say they will boycott.

Globally, people are using (and in many cases suppressing) their buying power to show where their loyalty lies, and forcing brands to “pick a side” on socially and politically fraught issues.

The turbulent economy

With a shaky global economy, consumers are scaling back and tightening their belts. Customer loyalty means more to brands in times like these, and loyalty is maintained by promoting shared values and a commitment to quality—which tend to go hand-in-hand.

Per the Index, consumers say their favorite brands on social have the highest quality products or services. At the same time, one in three consumers are concerned about brand content expressing social or political views that don’t align with their own, according to the Q3 2025 Sprout Pulse Survey. Consumers may be drawn in by your values and stick around for great products—or vice versa.

Take sustainable clothing company Patagonia. The brand has championed grassroots climate justice, eco-friendly practices and employee wellness since its founding, and regularly speaks out about issues like protecting the wilderness. They’re equally passionate about delivering the best performing gear on the market (so much so that they famously offer an ironclad guarantee). Together, this formula has made them one of the most profitable retailers in the world—likely to survive even the harshest economic downturns.

How to navigate brand activism, regardless of the cultural moment

Consumers have flip-flopped on brand activism many times in the last five years alone. Marketers shouldn’t simply ride the wave of public sentiment when deciding to take a stand. Doing so is a recipe for half-hearted initiatives that read like performative activism (because, well, they are).

Instead, companies should ask themselves these four questions before developing a long-term activism strategy.

What are your company values?

If your company doesn’t have clearly defined values—the beliefs that govern the way an organization does business—it’s imperative to articulate them as soon as possible. These guiding principles act as an “authenticity meter,” helping leaders make strategic decisions and employees and customers gauge whether the organization is living up to its beliefs. As an example, you can see how Sprout has defined and published our company values.

When you have values in place and communicate them to your team and customers, it’s easier to make aligned decisions when it comes to brand activism. But it’s important to remember that true activism begins internally, and your values should be applied inside-out, starting with your internal culture before moving external.

What is your brand’s risk tolerance?

Every company has a different risk threshold, and with any level of true activism, there’s an inherent level of risk involved. Not every cause aligns with industry norms or stakeholder expectations, and that can impact brand reputation or revenue (even if only in the short-term). In some cases, not speaking out becomes the bigger risk.

Understanding your risk tolerance helps determine how much criticism or controversy you’re prepared to handle and create a crisis comms plan that addresses potential pushback. By evaluating risk tolerance upfront, leaders can engage in activism that matches their capacity for fallout.

What will you act on and when?

News travels quickly in the era of the 24-hour attention economy, and social media has supercharged its pace. Companies need to have their finger on the pulse of the headlines and social conversation, and understand how their audience is reacting to the news. That’s where social intelligence comes in.

With the right tools, brands can surface real-time insights from social media that signal what issues your audience is increasingly vocal about. NewsWhip by Sprout Social, for example, uses predictive monitoring to determine how big a breaking news story could become and who’s dominating the conversation (across media publications and social), helping you make smarter decisions about how to respond.

It’s equally critical to consider how quickly you’ll make your statement. Will you take action within 24 hours after the news breaks? Or wait to see how the story develops?

How will your activism translate to action?

Finally, and most importantly, you need to create a plan for putting action into your brand activism, not just talk. Posting support or statements on social isn’t the same as making tangible change to your operations or supply chain. What are you willing to do (both proactively and reactively) to back up your words?

What the future holds for brand activism

Brand activism isn’t going anywhere. It’s evolving alongside culture and current events. Marketers who approach activism reactively risk coming across as performative, while those who ground their decisions in solid brand values, risk awareness and action can build real trust and loyalty.

The question isn’t just whether to engage in activism, but how to do so in a way that creates lasting impact.

For more of the latest consumer insights marketing leaders need to know, read about the state of social media in 2025.

The post Brand activism is back (again). Are marketers prepared? appeared first on Sprout Social.

When you compare consumers’ expectations of influencers with their expectations of brands, there’s a dramatic difference. According to The 2023 Sprout Social Index™, only 25% of consumers said the most memorable brands speak about causes and news that align with their values. But that doesn’t mean this issue is irrelevant to marketers.

As the calls for influencer-led social media activism grow louder, brands need to be prepared to deal with the consequences. In this guide, we explain what influencer activism is, how it affects brand partnerships and how it will alter the future of influencer marketing.

What is influencer activism?

Influencer activism describes influencers and creators using social media as a tool to campaign and advocate for political, social or environmental causes. Influencer activism can include collaborations with nonprofits, and usually serves to raise awareness and mobilize action. Influencers may ask their followers to sign a petition, make a donation, participate in a protest or make lifestyle changes.

For example, @GreenGirlLeah uses her platform to educate her audience about intersectional environmentalism, and segued her community-building efforts into a nonprofit organization that provides resources for the cause.

While influencer activism can be very effective, it has also come under fire for being perceived as performative. “Slacktivism,” as performative activism is sometimes called, prioritizes appearances and personal branding over genuine commitment. Superficial engagement without long-term follow-through—like only posting hashtags or posting about an issue just because it’s trending—dilutes the efforts of true activists and shifts focus away from more impactful messages.

Often, influencer activism goes astray when influencers support causes with self-promotion in mind, or, more innocuously, succumb to social pressure to speak out (even if they’re ill- or under-informed).

The next evolution of brand activism

Where did the demand for influencer activism come from? And why do so many consumers expect influencers to have a public point of view on timely issues?

A few years ago, brands taking a stand was the norm. Sprout’s 2019 #BrandsGetReal Report found that 70% of consumers then believed it was important for brands to have a public stance on social and political issues, a stark difference from where we are today. The report declared it was “the era of the conscious consumer,” but warned brands consumers were already growing weary of “woke-washing” and performative activism.

By 2020, in the wake of the COVID-19 pandemic, the Black Lives Matter movement and a contentious US presidential election, brand activism emerged as a non-negotiable business strategy and exploded in the cultural zeitgeist. Brand activism—the act of a business actively advocating for or against certain issues—goes beyond traditional corporate responsibility and beckons tangible cultural change. But the surge of brands putting forth “activist” content largely backfired—many were accused of getting it wrong, overwhelming their audiences or performing to bolster the bottom line.

That’s where influencers come in. While interest in brand activism hasn’t completely waned, most consumers seem to believe the social media activism baton should be passed to influencers. Through parasocial relationships and growing cultural relevance, influencers have become role models and moral guideposts in the eyes of many. Even if they don’t want to be.

Across platforms, influencers are being spammed with calls to speak out about nearly every current event. Including topics that they are (admittedly) not qualified to speak on. Audiences threaten to cancel or abandon them (and brands they work with) if they don’t—or if they disagree with their stance.

How influencer activism impacts brand partnerships

According to the Q2 2024 Sprout Pulse Survey, 42% of consumers will unfollow brands if they work with influencers that don’t align with the consumer’s values. Considering 68% of consumers follow brands to stay up to date on new products and services, losing followers can have serious implications on revenue.

With stakes that high, brands need to be extremely careful when selecting influencers so they can meet their audience’s expectations and protect their reputation.

Identifying influencers

In the age of influencer activism, brands need to do more thorough vetting and background research to understand what causes influencers have spoken up about in the past. Finding the right influencers takes more than looking at follower count or engagement rate. It requires digging into what they’ve posted, accounts they’ve interacted with and audience reactions.

That might lead some marketers to believe it’s best to find influencers who are completely cause-agnostic. But, in reality, finding influencers whose advocacy aligns with your brand values endears you to your community and enhances your brand. As Greg Rokisky, Senior Social Media Strategist at Sprout Social puts it, “When partnering with influencers and creators, the Sprout team examines potential partners’ overall content and presence to ensure they align with our core values. That doesn’t mean uniformity in thought or that we shy away from bold opinions…At the end of the day, these partnerships are meant to create meaningful connections and add value to our community.”

You can see examples of brands doing this well in anticipation of the 2024 US presidential election. Like when Reformation partnered with Monica Lewinsky on their new line of workwear. The partnership seemed authentic and true to the ethos of the brand—which is why it went viral and was received so well on social.

Understanding audience expectations

The ultimate barometer of what your brand should be speaking out about is audience sentiment. It’s more important than ever to know what causes customers and prospects want your brand—and the influencers you work with—to lend your platform to.

Done right, partnering with influencers can demonstrate your brand’s year-round commitment to issues that matter most to your audience. By building long-term relationships with influencers who resonate with your target market, you can deliver sustainable brand advocacy that actually makes a difference, and protect your brand health.

Take Topicals. The skincare brand aims to take the shame out of skin conditions—instead making skincare fun, approachable and accessible. Founded by two BIPOC women who were consistently disappointed when doctors told them they didn’t know how to treat inflammation and eczema in people with darker skin, the brand features influencers with a diverse range of skin tones in their campaigns.

The influencers Topicals partner with, including their 2024 Topicals Hype Members, all celebrate the beauty of real skin and use their platform to speak out against unrealistic standards. They epitomize the brand’s values, and speak directly to the feelings of Topicals’ audience.

Outlining brand safety measures

Even with comprehensive vetting processes and a clear view of your audiences’ top social, political and environmental concerns, there may be additional brand safety protocols you need to follow when working with influencers in today’s climate. For example, are there certain issues that your brand (or your legal team) does not want to align with in any way? Even via influencer partnerships?

If you’re unsure, the best way to find out is by meeting with your legal team and senior leadership. Get clarification on what topics are off the table. From there, build clear brand safety guidelines that outline what’s appropriate and what’s not. For example, you could ask, “Will our brand be endorsing a candidate in this year’s presidential election? Will we be partnering with influencers who do?” It’s better to seek this information out proactively than wait until a crisis is already unfolding.

Influencer activists are friend, not foe

It’s too soon to tell if influencer activism is here to stay, or if it will dissipate in the next few years—going the way of brand activism. But what is certain is that there is currently an intense consumer demand for influencer-led activism, and it can have serious implications on your brand’s perception.

By partnering with influencers who align with your company’s values, you can strengthen your credibility, foster community and forge deeper audience connections. Carefully selecting the right influencers mitigates the risks of audience backlash, and leads to long-term loyalty and advocacy. Embracing influencer activism thoughtfully is essential for maintaining relevancy and sustainable success.

Looking for more on consumers’ evolving expectations toward influencers? Read The 2024 Influencer Marketing Report.

The post Is influencer activism the new brand activism? appeared first on Sprout Social.

Even the people behind the most admired brand accounts can feel inundated. In April 2024, Zaria Parvez, Global Social Media Manager at Duolingo (and the face behind the green owl we all love) announced her leave of absence on TikTok.

In Sprout’s first episode of Enter the Chat, we spoke with Parvez to learn more about her leave of absence and the challenges of balancing social media and mental health.

“A lot of people see Zaria from Duolingo as someone who’s talking on stages around the world and someone who’s doing big things. But I deal with the same burnout anyone else would deal with. I should not be feeling exhausted this early in my career,” she says.

In this article, we’ll explore some of her tips for ‌managing social media burnout. We’ll also share steps for effectively talking to your boss about burnout, with specific prompts to get you started.

What is burnout?

Burnout is a state of emotional, physical and/or psychological exhaustion caused by excessive stress over time. It can occur when you feel constantly overwhelmed, emotionally drained and unable to meet increasing demands. Burnout can happen from work-related stress, but it can also stem from your social life, family and societal issues.

It’s common among people in high-stress, high-performing roles. In a Frontiers in Public Health study, contributing factors to workplace burnout include heavy workload, lack of support and resources, role pressure, employee autonomy, high-intensity interpersonal interactions ‌and demographic variables. Since burnout can manifest itself in different ways, this condition can impact personal well-being and professional performance and satisfaction.

Let’s take a closer look at social media burnout for marketers.

What is social media burnout?

Social media burnout is defined by chronic mental, physical and/or emotional exhaustion formed from unmanaged, work-related stress. There are a mound of factors that contribute to social media burnout. For one, social media practitioners are brands’ gatekeepers, which requires them to wear many hats while juggling various responsibilities. They’re the first to see negative feedback or complaints.

Since social is a catalyst in the 24/7 news cycle, marketers face making tough calls amid global crises and social issues. Interacting with an influx of information daily can lead to compassion fatigue, increased emotional labor and anxiety. Lack of support in the workplace can worsen these symptoms as well, so it’s imperative for leaders to show teams they care.

Symptoms of burnout

Do you feel unable to log off at the end of the day or on weekends? Are you hesitant to take paid time off? Are you constantly checking your phone, afraid to miss a beat on social? Do you feel overwhelmed by your workload?  If so, you might be battling burnout, but you’re not alone.

Social media burnout shows up differently depending on the person, but symptoms can be emotional, behavioral, cognitive and physical. Here’s an overview of some common symptoms:

• Anxiety or irritability
• Feeling overwhelmed or empty
• Physical manifestations such as fatigue, insomnia, headaches or high blood pressure
• Cynicism and/or resentment
• Sense of inefficacy or inability to complete tasks
• Lack of motivation or inspiration
• Procrastination
• Isolation and detachment
• Creative block

How to discuss burnout with your boss

While it can be intimidating talking to your boss about burnout, good can come from being honest with your supervisor about the challenges you face. If you’re feeling overwhelmed at work, a conversation with your manager will help you challenge assumptions, evaluate responsibilities and bring any invisible expectations to light. The conversation won’t be easy, but you can follow these steps to start getting back on track.

1. Relinquish fear and consider the root of your symptoms

Parvez says it was difficult to start the conversation because she had never dealt with mental health issues. She wanted to take ownership of her work as her career skyrocketed, but wasn’t sure how to navigate legacy, tenure and other systems of the corporate world.

“My biggest fear was coming forward because I thought people were going to think I was weak. They’re going to think I’m a young kid who has no idea what they’re doing. But that wasn’t the reaction I received and my peers thanked me for saying something. When you’re creating content, there needs to be a wake up call so you can pivot and change,” she says.

Parez explains there’s power in taking a moment to step back and let go of control because it leads to a better, happier you. Consider the root of your burnout and what behaviors or expectations are worth sharing.

For instance, are you overscheduling yourself? Why do you feel the need to work to the point of burnout? Does your boss know that you’re working late every night? Do they‌ expect you to be able to respond to messages immediately or is that an expectation you put on yourself? Uncover those answers.

Having a vulnerable conversation is an opportunity to set new norms with your manager, like being transparent about your state of mind, feeling comfortable expressing blockers or even saying no when you don’t have the bandwidth. Most managers have been through a period of burnout themselves. In that case, they’ll have empathy for your situation as well as advice.

2. Get the ball rolling: Document your experience

When you address burnout with your manager, you’ll need to get specific and provide context to help them understand what spurred it. Here are a few questions that can help you get to the root of the problem:

• What are your top priorities right now?
• What is holding you back from focusing on big picture projects?
• What is the most mentally draining aspect of your job?
• What tools or resources do you need to work more effectively?
• How do existing processes or management styles contribute to burnout?
• Is personal stress carrying over to work?

With an understanding of what challenge(s) you’re trying to solve, you can start the conversation with your boss more effectively. And prioritization will help you in the long run because you’re able to more easily juggle your tasks.

When you’re ready to talk, it’s best to do it in person or via video call whenever possible, but getting it on your boss’s radar can start in writing with an email. Here are a few ways you can kick it off:

• I’ve been overwhelmed by the volume of messages I’ve been managing lately. Do you have time to chat about it this week?
• A lot of our recent projects have been really urgent. In our next one-on-one meeting, could we talk through top priorities?
• I’ve been putting out a lot of fires on social lately and it’s becoming unsustainable. I would like to share a few examples of my experience recently. Do you have time this week to chat about how we can get ahead of crises?

3. Propose solutions and demonstrate your value

Approach your conversation with some solutions in mind. Think about what “better” will look like for you. Maybe that’s more time to focus on high-impact projects, minimizing working after hours or new resources to manage your workload. Parvez encourages practitioners and especially social team managers to be solution-oriented.

“I think taking ownership as a leader in this [social] space was crucial to showing that it happens to all of us and to normalize the behavior we should nip in the bud. We should be thinking of solutions to make ourselves happier because that’s where true creativity comes from,” she says.

You’re not going to fix burnout in a single conversation, so start with a specific goal for your meeting. It will vary for each individual but here are a few suggestions:

• Align on priorities and expectations
• Implement a new or different process
• Determine where you need more support and identify teammates or external resources, like a temp or contractor, that could help
• Develop or reorganize timelines
• Communicate roadblocks

Remember, the focus of your conversation should be on the impact your burnout has on not only you, but your team and business. This is more likely to happen when you can show how burnout directly impacts your productivity, focus at work, the rest of your team and overall marketing goals.

For example, you might say:

• I’ve been unable to contribute to the business from a strategy perspective because I’ve been focused on execution and responding to inbound messages. If I had more time to hone in on our social data, I could bring really beneficial insights to the rest of the organization.
• I’ve noticed that the amount of content creation requests has tripled this quarter. Although we’re tracking towards our goals, it’s not sustainable for myself or the team. We’ve been working after hours every day and we’ve been struggling to ideate effectively in our weekly brainstorms. If we limit requests per month, we can create stronger content for our most relevant campaigns.

Illustrating your problem and presenting a solution with impact on top-line goals will pique your boss’s interest and make them invested in your recovery. While you should have an idea of what might fix the problems at hand, the onus isn’t solely on you. Your supervisor should help solidify the proposed solutions. At the end of your conversation, reiterate your plan of action to your manager and clarify any remaining confusion or concerns.

4. Follow through and follow up

Once you learn how to discuss burnout with your boss and enact your agreed-upon plan, understand that immediate relief isn’t guaranteed. Parvez encourages people to maintain a perspective of taking ownership, giving value and having patience on your journey.

“I’m still learning and I don’t have a cheat code. I don’t think any amount of leave would [shape me into a new woman completely]. It’s a perspective of knowing I can accomplish goals and this is what I want to do next,” she says.

When you feel like you’ve had enough time to assess how things are going, set aside time to reflect. What’s changed since you spoke with your boss? What is working and what’s not?

If you’re still struggling after time has passed and the solutions you came up with aren’t providing relief, don’t get down on yourself and accept defeat. You’ve already taken that first step—make it a point to follow up with your manager, continue the conversation and build off what was discussed initially. Together, you can decide how to tweak your original plan of action if it hasn’t been effective. And follow up even if things are working! Your boss will want to know that you’re feeling more productive, supported and revitalized.

Tips to avoid social media burnout

As humans, everyone wants to feel supported, especially in the workplace. Here are 8 tips to help your social media team feel seen and heard—along with a few to keep in your pocket for yourself.

Tip 1: Leave room for creative experimentation

Parvez shares that Duolingo rose to success on TikTok when there was no pressure to build on the platform. She says having space to have creative freedom and experiment not only protects mental health, but it also drives success.

“I get you need to have KPIs and accountability, but I think one of the hardest ​​things for brands to do and for people to understand is that if you take away pressure for a bit—even for a quarter—you will find success in the long run,” she says.

Tip 2: Leave ego behind and create a culture of accountability

Parvez shared a common disconnect: The youngest talent tend to drive most of the highest impact on marketing teams because they understand social. People who understand culture and shape the zeitgeist are typically younger. But this can create opportunities for exploitation.

“Am I empowering you to create more work or am I empowering you also to get rewarded for your work?,” she says.

She says social media managers get excited when their ideas are approved, and since they don’t always get that cosign, it can feel empowering at first. But, she‌ says to be mindful of entering a realm of exploitation where teams are just constantly creating, but not getting rewarded for the impact. Since the lines between empowerment and exploitation can blur fast, she encourages managers to share when they don’t understand what their direct reports are doing because it can create a culture of open conversations.

“Acknowledge the dynamic, taking ownership and letting go of ego speaks volumes,” she says.

Here’s a prompt she shared in the episode to inspire managers:

• I don’t know about or understand everything that you’re doing and can’t replicate your work. But I can give you feedback and help you make a plan for what’s possible. Tell me what’s needed to make sure you feel safe, healthy and doing things that keep you creatively inspired.

Tip 3: Understand your power and nurture community

Parvez’s biggest tip for professionals? Remember your skills, talent and contributions.

“I think the biggest thing for social media managers to remember is that we drive the most amount of impact on teams. Learning how to own that power and navigate it for your own growth and for others on your team can only help build everybody,” she says.

For example, she says sharing standout examples of successful social content can be used to show leaders who don’t agree or understand that a movement is happening.

“It’s pretty remarkable to see legacy brands now jump into social first marketing as well. We’re each other’s cheerleaders and support. Our teams are small. Finding community within each other is important to push social forward and to show that it can be a big business driver and run the show,” she says.

We’re programmed to crave and seek out connections. That’s the whole point of social, right? If you’re combating burnout, your team and other social media professionals can empathize and support one another. If your company has a smaller social team, or you’re a team of one, look for additional support from industry peers. Or, if you can offer support, consider opening yourself up to others. Continue learning by following your peers on social and expanding your network.

Tip 4: Communicate your social media priorities

Saying “no” is a form of self-care too. Social teams can be small and mighty, but they can’t do everything all the time. This is why communicating your social media marketing priorities is key. Encourage your team to talk about burnout with you and make it clear you’re open to their concerns. You might even need to audit your social strategy and ruthlessly prioritize tasks and goals. Prioritization can keep your team focused on the networks and content types that matter the most to your brand and audience.

Tip 5: Build a response protocol and assess tone before publishing

Customer care is a major part of a successful social strategy and requires time, attention and thoughtful engagement. In The 2025 Sprout Social Index™, we found that consumers want personalized customer service to be brands’ #1 social priority in 2025.

When the world can see anything your brand posts, the pressure is on to craft the perfect message and not make a misstep. You might feel anxious when dealing with emotionally charged interactions on social and the scrutiny that comes with it. Avoid some of the stress by creating a response protocol. Document common reasons customers reach out to you on social media, the sentiment behind them and examples of how to respond—plus situations where your brand won’t respond at all. Redirect conversations to direct messages when possible, to minimize additional scrutiny. Legitimate customer concerns should never go unaddressed, but be wary of trolls. If your brand is continually targeted by a specific person using hateful or inappropriate language, consider muting or blocking them if that’s an option for your brand.

Having an approved foundation for sending a response reduces the need to develop a new one each time and prepares your business during a brand, local or global crisis. This proactive approach is essential for effective social media crisis management. To avoid additional stress, take a look at any upcoming content, double-check the tone and reassess publishing, if necessary. What started as a well-intentioned post could be misconstrued as opportunistic or insensitive and spark a brand crisis.

Tip 6: Maximize productivity and minimize social media burnout

When you’re passionate about your job, you give it your all. That drive is inspiring, but it’s also important to prioritize healthy routines and recharge.

Here are some productivity tips to help avoid or manage social media burnout:

• Schedule your strengths. If you know your focus or creativity peaks in the morning, block off time to focus on your priorities.
• Take a digital detox. Give yourself time and space to disconnect. Your mind (and your eyes) will thank you. L.L. Bean encourages their team to take a social media pause to avoid burnout.
• Cultivate an immersive hobby that focuses your attention inward. The rise of workism—the belief that work is the centerpiece of one’s identity and purpose—has made it even more important to focus your passions outside of work.
• Avoid comparison. It’s important to know what your competitors are working on, but envy and over-comparing are self-esteem killers. Focus on doing what’s best for you and your brand.
• Leverage the tools at your disposal to pick up time-consuming, manual social management tasks.

Tip 7: Clean up, limit time and moderate your personal feeds

It’s a common assumption that long-term, habitual use of social media can take a negative toll, particularly on young people. However, according to a study by Harvard University, findings suggest that as long as people are mindful users of social media, strong social networks are associated with positive mental health and well-being.

In other words, be mindful of how you’re using social media both at work and at home. Set intention for your social media usage by cleaning up your feed, limiting screen time and moderating how you use various networks. Refresh your feed by unfollowing some people, including friends and family. If their content is making you feel sad, anxious, drained or another negative emotion, it’s time to hit the unfollow button. Curate a timeline that aligns with your values and lifestyle—follow accounts that inspire, make you smile or laugh.

At the end of the day, focus on feel-good content—just make sure you aren’t scrolling for hours on end. Instead, try other relaxation methods like pursuing personal creative projects, taking a walk, dancing to a favorite song or meditating. Social media mindfulness is one of the best ways to battle social media burnout, so think about what works best for you.

Tip 8: Advocate for more team resources

Providing resources is a great way to show support because it makes managing workloads easier. Use tools to automate manual tasks or develop processes to streamline your content production. But even the best tools can’t compensate for a team’s narrow bandwidth. Consider advocating for team expansion or developing a network of freelancers you can rely on as needed.

If you’re having these conversations and things aren’t getting better, your boss isn’t as receptive as you’d hoped; you don’t feel psychologically safe at work or you’re in need of more mental health support; here are a few resources that may help:

• National Alliance on Mental Illness
• Crisis Text Line
• Talkspace
• Center for Disease Control and Prevention
• BetterHelp

Get the support you deserve

Even when you feel otherwise, you’re not alone. Burnout is very real and pervasive. As Parvez advises, remember your power, take ownership, seek solutions and continue to seek support from the social media marketing community. Communicating your struggles to your boss is brave, bold and the best way to get back on track.

If managing multiple social media accounts is contributing to your burnout, we think Sprout can help. Sprout can help alleviate some stress by streamlining your processes and improving efficiency so you can empower your social teams. For example, in this guide, we share 31 social media templates to help you ‌lessen your lift and win time back.

The post Overwhelmed at work? Here’s how to talk to your boss about burnout appeared first on Sprout Social.

Patagonia has proven social media isn’t just about likes and shares—it can be a driving force for meaningful change, building community, and responsible consumption. When running campaigns on some of the top social media platforms challenged its ethics, their team hit pause. This is a brand that is both data informed and value led – which has proved to be both a smart and successful strategy.

In today’s world, with fleeting trends and too many brands to keep track of, it will be those who build a strong, real connection with their community and stay true to their mission that withstand the test of time. As Patagonia founder Yvon Chouinard says, “A company doesn’t last 100 years by chasing endless growth. [Patagonia’s] success is based on quality in whatever we do, and we’re taking that into the future.”

Tune in on-demand to explore how Patagonia operates “business unusual”, leverages social data, and leans into authenticity and intention to drive their business strategy and growth. In this webinar, you’ll learn how to:

• Lean into authenticity and intention to drive your business strategy and growth
• Use your brand’s social channels to build a strong sense of community and connectedness online and offline
• Make social data work smarter, not harder, to drive business impact specific to your goals
• Get brand advocates, build strong community ties and drive engagement by putting people above products

Your Speakers:

The post How Patagonia Leads from a Foundation of Authenticity and Community appeared first on Sprout Social.

Rachel Karten, Social Media Consultant and creator of the Link in Bio Newsletter, has been in the industry for over a decade and knows quite a bit about the evolution of consumer-brand relations in the social world. She worked for brands like Bon Appétit and Plated and recently worked on the famous campaign at CAVA with Youtube star, Emma Chamberlain. 

Tune in for a masterclass with Rachel Karten to learn how to best prepare for this next phase of social. 

You’ll leave this masterclass uncovering:

• Why your old social strategy will no longer work in the new era of social media
• How your brand can optimize social content for engagement
• 3 campaign examples from brands Rachel helped succeed and tactics you can implement now

Your Speakers:

The post Masterclass: How to Prepare Your Brand for a New Era in Social appeared first on Sprout Social.

Tapping into your employee advocates as a part of your social media strategy is one of the most effective ways to amplify your content, humanize your brand and engage your audience. Roughly 76% of social media users think it’s important for companies to post about their employees, and your metrics will reflect your community’s interest.

In this article, we dive into how you can create your own meet the team social media posts, explain how they benefit your entire company and provide examples to inspire you.

What is a “meet the team” social media post?

Meet the team social media posts describe content posted on your brand’s social channels dedicated to your employees. Meet the team social media post examples include:

• Welcoming new hires to your team
• Celebrating major milestones including promotions, work anniversaries and awards
• Highlighting your team members doing exceptional things outside of work—from acts of community service to running a marathon
• Familiarizing your customers and prospects with their key touchpoints like sales representatives and customer care specialists (Note: Don’t be afraid to think outside of the box and include your brand’s zookeepers, musicians and farmers, too)
• Going behind the scenes to show your social audience (and prospective teammates) what it’s like to work at your organization

No matter what kind of meet the team post you create, the most important thing is to make your well-deserving employees the stars of your series. Allow their expertise, work ethic and achievements to shine.

The benefits of meet the team social media posts

At your company right now, there are countless examples of compelling employee stories. By passing the mic to your team, you can make those stories a vital part of your brand reputation.

Here are specific ways meet the team social posts can benefit your entire organization.

Harness employee advocacy

At Sprout, we know how frustrating algorithm shifts, poor organic performance, economic uncertainty and crowded feeds can be firsthand.

Employee advocacy helps us level up our content and stand out. Posts that feature our employees are an essential part of our employee advocacy content strategy, and some of our most-liked content.

Why it works: Employee experiences are the most trustworthy examples of a company’s culture, mission and values. Brand advocates play a critical role in driving brand awareness, supercharging recruitment efforts and generating leads.

Humanize your employer brand

Meet the team social media posts humanize your employer brand and help build meaningful relationships with customers, leads and potential candidates.

By pulling back the curtain to reveal the people behind your events, customer care and new product launches, you become more than just a brand that delivers a product or service. You become a reliable friend.

Why it works: Your employees’ perspectives matter three times more to prospective candidates than your CEO’s. Your followers are more likely to forge emotional connections with people they relate to, and emotional connections lead to brand loyalty.

Engage your employees and community alike

According to Sprout’s employee advocacy data report, engaged social media users think it’s important for companies to post about their employees on social. Brands that do are considered more authentic, approachable and interesting.

Not only do meet the team social media posts bolster your community engagement, they also boost employee satisfaction and help team members feel appreciated.

Why it works: By recognizing the value your employees bring to your company on social media, you reinforce the reasons people want to work with/for your brand.

How to create a meet the team social media post series

Once you’re ready to create your meet the team series, be sure to work cross-functionally to align your posts with your organization’s initiatives, including recruitment, event promotion and crisis recovery.

Follow our step-by-step guide to get started.

Step 1: Create a relationship roadmap

Creating a relationship roadmap will help you visualize which teams need to be involved when crafting your meet the team series, like this example demonstrates.

When creating your map, start by considering who needs to be included as you build your strategy. Ask yourself whose input is crucial for helping you identify employees to feature and meet company-wide goals with your series.

Then, determine the team members who will be vital for story-sourcing (most likely the people who will be featured and their managers).

Next, add the names of people who will be responsible for making the content come to life during asset preparation.

In the final two sections of your relationship roadmap, chart the team members who will be essential for supporting final approvals and distribution.

Step 2: Assemble a process checklist

Consistency is key to building a successful social media series. Create a process checklist for the project to stay on track and keep all team members involved on the same page. It should include:

1. Set a cadence

Develop a timeline for your series. Will you post biweekly? Once a month? Plot your cadence for the next quarter, six months or year—whatever is feasible for your team. Planning ahead will ensure consistency and prevent your series from losing momentum.

Remember to determine your cadence collaboratively so all teams involved can advocate for what’s sustainable for their bandwidth.

2. Determine the goals of your series

Determine how your series will align with your company goals, and which goals you will focus on meeting. For example, at Sprout in 2022, we focused on awareness and engagement.

3. Define a collaborative process structure

Plan which teams will be essential to your series based on the relationship roadmap you completed in step 1. Outline how you will collaborate effectively across teams.

Use the DACI Decision-Making Framework if you need help streamlining your process.

4. Nail down types of content assets

How will you tell your employees’ stories? Will you use video content, photos or blog posts? WIll you reshare across multiple channels? Determine this ahead of time, and create clear visual asset requests for teams supporting your series.

5. Employ a system to measure results

Have a system in place to measure your content performance and how well it delivers on your goals.

You can download our creative testing template to measure the effectiveness of different types of content.

Step 3: Start creating your meet the team series posts

After completing your checklist for your overall project strategy, follow these steps to create your first feature. Replicate this process for each post moving forward.

1. Set goals

Ask yourself what goals you want this specific post to achieve. How does it fit into the goals of your overall meet the team series strategy?

2. Source your story

Tap into managers who will help you find the right team member for your first post.

3. Select your featured team member

After collecting different stories, choose a team member that best embodies your brand and helps you achieve your goal.

Before reaching out to them, be sure to confirm your plans with their manager, who might also offer helpful, specific details and stories you could highlight.

Then, reach out to the team member and ask if they’d like to participate.

4. Develop questions

Create a list of questions for the team member to answer personalized to their background and experience at your company, including questions related to the goal you’re trying to achieve.

For example, if your goal is to support your recruitment efforts, ask your team member questions about what they like about your company’s culture and how their career growth has been supported.

5. Finalize asset and distribution channels

Should this post be a photo, video or blog feature? At this point, decide which medium would most effectively tell the story and how you will distribute the post on social.

Then, clearly define what you need from the featured employee. For example, if you’re filming a video, assemble a list of clear instructions and on-camera best practices for them to follow.

Also determine what you need from other stakeholders involved, like your design team.

6. Alert other teams involved

​​Let the teams developing your creative assets know a feature is coming up. Submit a visual asset request and confirm project timelines and expectations.

7. Capture your content

Schedule your video shoot, set up your Zoom interview or send your questions via email. However you choose to capture your raw content, make sure your method will be conducive to the finished product you want to create.

Then, share your files and let your editing team and/or content writers get to work on the final product.

After you approve the content and write your meet the team caption, share the post with the final approvers.

8. Get final approvals and schedule your content

Run finalized assets by necessary teams for approval, allowing yourself enough time for reviews and edits.

Once you gain final approval, it’s time to schedule your content.

Pro tip: If you’re working across teams to approve and schedule content, Sprout’s Message Approval Workflows can help you organize who’s responsible for each step of the review and scheduling process.

9. Share with your organization

Encourage employee advocacy by sharing your final posts across your company via email, in Slack or by using a solution like Employee Advocacy by Sprout Social.

10. Analyze your data

Track your post performance, and compare it to other content and future meet the team stories. Share your findings with stakeholders, and. use data storytelling to explain how your efforts supported your company’s goals.

3 meet the team post examples you can learn from

As you delve into creating your own meet the team series, look to these three cutting-edge brands for inspiration.

San Diego Zoo: Behind the scenes with a Wildlife Care Specialist

It’s safe to assume many of us dreamed of working with animals at some point in our life. To help us relive our childhood dreams, the San Diego Zoo takes their followers behind the scenes with images and videos of their employees.

Not only is this content highly engaging, it’s also a chance for the zoo to demonstrate how they fulfill their mission to provide wildlife with the best possible care.

Apply it: While not all brands have adorable animals at their disposal, you should illustrate the unique expertise of your employees and the benefits of your work setting in your meet the team post.

Shopify: Free To Be Me series

For Shopify, work is rooted in global diversity and belonging. Their initiative to create and support a diverse and inclusive environment is an intentional process that is encapsulated in their Free To Be Me series that centers the experiences of LGBTQIA+ Shopifolk.

In this post, it’s clear professionals at Shopify are free to exist as themselves—regardless of their gender identity or sexuality.

Apply it: Meet the team posts are an excellent way to showcase your organization’s culture and how your employees live out your values.

Starbucks: #LatinxHeritageMonth

People are at the heart of Starbucks’ recruitment strategy. As they declare on the website, their partners are their most valuable resource and they strive to create an environment of warmth and belonging.

In this meet the team post, a shift supervisor named Cici recalls how she felt she could embrace her identity as a Mexican American from her very first day.

Apply it: How would your employees describe their professional journey at your company? Use their answers to inspire your next meet the team post. Include the small details—like a decorated name badge—to paint a vivid picture for your followers.

Celebrate your team on social

A meet the team social media post series is a powerful tool for recruitment, brand management and employee engagement.

To help guide your employee spotlight series creation, we’ve designed a collection of customizable templates with everything you need to launch a meet the team series.

The post How to create a “meet the team” social media post series appeared first on Sprout Social.

We know there are pros and cons of social media use, but it’s important to remember there is a human working hard on the social accounts of your favorite brands. For every wholesome piece of social content we see, there’s drama and depressing news to offset it.

Food for thought: daily social media usage has peaked at an average of 147 minutes per day. More and more of our day-to-day interpersonal interactions happen via smartphone screens.

Still, society’s spotlight on social media is driving productive conversations about mental health. Not to mention addressing the stigma associated with those who struggle.

Below we break down how to manage mental health and social media. This includes healthy habits and tips for navigating it both personally and professionally.

Social media and mental health: the big picture

Consider that one in five Americans report receiving treatment for their mental health. Given how integral social media is to our daily lives, we can’t afford to ignore its impact on our well-being.

That includes the good and the bad.

Let’s kick things off by digging into both sides of the debate.

Why is social media bad for mental health?

Social media gets a bad rep when it comes to mental health. It’s not totally unfounded when you consider the following.

Pressure from FOMO and “always on” culture

Being connected to friends, colleagues and the rest of the world 24/7 is both a blessing and a curse.

Enter the “always on” nature of social media. That is, an unspoken (and sometimes explicit!) pressure to be active.

Always listening. Always present. Always posting.

This has led to the phenomenon of FOMO (fear of missing out) and the pressures that come with it. This includes the pressure to…

• Stay informed. From a never-ending news cycle to ads and updates, there’s a constant flood of content to consume. Keeping up with it all is downright overwhelming. This includes content we want to see.
• Respond. This applies to both personal and professional social media use. Expectations are high when it comes to response time for consumers. Leaving anyone on read feels like a no-go.
• Post. Many people feel compelled to post even when they don’t want to. Research says that 45% of Gen Z claim that there’s too much pressure to be perfect on social media.

Negative news and conflict tend to thrive in social feeds

The inner workings of social media algorithms are complicated.

That said, conventional wisdom says algorithms tend to favor whatever earns the most clicks, comments and shares.

And in many cases, that ends up being controversial or conflict-driven content.

This creates a snowball effect of negativity in our social feeds. The more interactions a controversial or debate-bait post gets, the more fuel for the algorithm. Coupled with the pressure to be “always on,” negative habits such as doom-scrolling are now common.

Ill effects of excessive screen time

As noted earlier, the amount of time spent on social media is on the rise.

This is a big concern among parents on behalf of the younger crowd. There’s been ample research published on the negatives associated with too much screen time. This includes:

• Fatigue
• Depression
• Poor sleep quality

Sure, nobody is forcing us to stare at screens all day (unless it’s part of your job). Smartphones are a non-negotiable part of modern life for most Americans. That doesn’t negate these potential health problems, though.

How does social media help people improve their mental health?

The potentially negative effects of social media are clear.

That said, we shouldn’t outright ignore the positive impact that social media. Below we highlight how social serves as a net positive for our mental well-being.

Raising awareness to support issues and people

Platforms like Twitter and Instagram have fostered countless conversations regarding social issues. Specifically, issues that people otherwise may not encounter face-to-face in their communities. This includes:

• Resources for mental health and treatment
• Awareness of social and political causes (#FightFor15 or #InsulinForAll)
• Support for marginalized groups

Community-building and relationships

Despite its flaws, social media objectively offers a place for people to come together.

This includes community-building for folks from all walks of life. From artists connecting with fans to friends staying in touch, making connections via social is possible. Not to mention easier than ever.

Possibilities to connect and learn regardless of geography

If nothing else, social media democratizes information and communication.

Consider how many people use social media exclusively to communicate. With over six billion smartphones in the world, social platforms provide a place to connect, share and learn.

How to prioritize mental health as a social media professional

Tackling social media burnout is tricky.

Because logging off is easier said than done when your job is tied to social media interactions.

Dealing with negativity and even abuse from social strangers is bad enough. Juggling those tough conversations with the problems noted above makes it all seem worse.

If it all feels like too much to deal with, take a step back. Below are some pointers for maintaining your mental health as a social media professional.

Set limits and boundaries

This is the big one. Advocating for yourself in a professional role is crucial. That means setting boundaries in terms of what is acceptable in your day-to-day duties. We recommend setting limits when it comes to:

• Comments and criticism from customers. Acknowledge when a customer is being unreasonable or hostile. There’s a line between confrontation and harassment that customers shouldn’t cross. Reserve the right to step away when they do.
• Assistance and support. Know your role and scope of work. Just because you work in social media doesn’t mean you have to be a therapist or conflict mediator.
• Logging off. When you’re off the clock, you’re off the clock. Separating your personal and professional social media should be a priority. This might require some getting used to if you work remotely. That said, being “on” 24/7 is mentally draining. L.L. Bean recently practiced taking a social pause and saw benefits for their team and brand.

Lean on your team

Ironically enough, working in social media can be pretty lonely.

Chatting with customers and publishing content won’t satisfy your need for personal interactions.

This speaks to the value of collaborating with your team and communicating with them consistently. You should feel supported and likewise support those that might be facing burnout themselves.

Many companies use Slack for this very reason. For example, some teams have dedicated channels for celebrating each other or sharing memes. Think of your team channel as somewhere to get a serotonin boost throughout the day.

Inject some personality into your professional presence

Making connections with others is possible through content. For example, many brands go out of their way to show off their human side via social. Granted doing so aligns with your brand, some ideas include:

• Wholesome or playful content “just because”
• Behind-the-scenes content or content as you (versus your business)
• Inspirational or motivational content

Brands often benefit when their social media presence isn’t 100% suit-and-tie. You might even be able to integrate conversations about mental health into your content calendar (think: Mental Health Day).

Break up your tasks so they’re more mentally manageable

Pro-tip: don’t create needless stress for yourself.

Put the “always on” nature of social away unless you’re in a service-centric role. Even then, you don’t need to grind away at tedious tasks without breaks. Consider time management methods like the Pomodoro technique. Break up your most mentally taxing tasks into chunks versus tackling them all at once.

Unless you’re dealing with a true emergency, chances are social replies from customers and colleagues can wait a minute or two. Give yourself some breathing room.

Move around (like, literally)

The value of simply getting up and taking a breather can’t be overstated.

Depending on your situation, that might mean a yoga break or a 10-minute walk. It could also be a few seconds to stand and stretch. The correlation between sit-stand desks and productivity is notable.

If nothing else, make a conscious effort to take breaks away from your screen. That includes your smartphone, too. Maybe that means taking notes by hand or taking a call without your webcam on. Find what works for you.

4 tips for healthier social media usage in your personal life

Developing healthier habits professionally is easier when your personal social use is stress-free.

To wrap things up, let’s look at some tips for ensuring a healthier social media diet in your personal life.

1. Keep your personal social media truly personal

Most social media professionals don’t double-dip their private and personal accounts.

That said, you can take things a step further to protect your mental health. This includes:

• Setting boundaries and being firm about logging off. Again, work notifications can wait.
• Unfollowing (or reducing) industry-related accounts in your personal feed.
• Avoiding “professional” networks (LinkedIn, sometimes Twitter) for more “authentic” ones (BeReal, TikTok)

2. Curate a positive social feed

Despite popular belief, fighting back against negativity from social algorithms is possible. A few ways to this include:

• Regularly interacting with accounts related to your personal interests and hobbies
• Muting accounts and words that could potentially stress you out (see below on Twitter)
• Be selective about who you follow to reduce negativity in your feed

3. Consider occasional social media breaks

Fact: more and more teens report taking voluntary breaks from social media. Week-long breaks are surprisingly common.

The concept of “digital detoxing” is all the rage right now. That doesn’t mean you have to destroy your phone and live in a cabin to “unplug,” though.

How long you take your break to go is up to you. We recommend thinking of breaks as a healthy challenge. Start with a day or two and then assess from there. You might be surprised by what happens when you free up your time.

4. Prioritize activities that limit screen time

Having hobbies that don’t involve social media or screen time is always a plus.

And despite popular belief, Netflix is not a hobby.

Try to keep your hands and brain busy. Whether that means cooking, crafting or working out is up to you. It never hurts to go outside of your comfort zone.

How do you manage social media and mental health?

Finding a healthy balance between your social presence and your well-being isn’t always easy. The tips above can be a solid starting point.

We love all things social, sure. Of course, your mental health should always come first. This is especially true for professionals in the field.

And if you want to curate a positive presence, consider how Sprout Social’s social media publishing features can help automate your tasks and free up your time.

The post Social media and mental health: how to find a healthy balance appeared first on Sprout Social.

Social media is constantly giving itself a makeover and has changed dramatically over the last few years. This Instagram-born brand has had to evolve its social media strategy along with it.

Join Glossier’s Jamie Dinar, Senior Manager of Social Media & Digital Content, as she reflects on the past year and unveils how the brand will continue to evolve its approach in 2023 and beyond. You’ll hear about:

• How to adjust your social strategy to remain relevant
• Why community-building is the foundation of Glossier’s brand & how to do it well
• Top tips for TikTok & social ecommerce

The post How Glossier Contours Their 2023 Social Strategy Around TikTok, Community & More appeared first on Sprout Social.

Where are emboldened, frustrated employees getting inspiration to withdraw? The workplace TikTok trend known as quiet quitting.

By quiet quitting work, people are silently protesting toxic company cultures. This isn’t a new phenomenon, but it’s catching fire and might be the reason American productivity is down 4.1% in 2022.

In this article, we’re breaking down quiet quitting—what it is, why it matters and what you should do if you notice your employees getting burnt out.

What is quiet quitting?

Quiet quitting describes the range of behaviors employees exhibit when frustrated with unfair compensation and/or workloads. For some, quiet quitting means putting in 40 hours and clocking out—for others, extreme cynicism and completely withdrawing from their team.

In its early stages, quiet quitting is expressed by an employee saying no to protect their work-life balance and prevent burnout. On TikTok, creators call this, “acting your wage.” For example, employees saying no to working outside of business hours without overtime pay.

As quiet quitting progresses (and ripples across frustrated teams), employees will form cynical opinions of the company. They will stop going the extra mile for raises or promotions that may never come, and their perspective will rub off on team members around them.

In its final stage, quiet quitting might result in actual quitting, contributing to the historic Great Resignation of the past few years.

Why are employees quiet quitting their job?

According to Sprout Social’s Advanced Social Listening tool, quiet quitting has reached over 2.18 billion impressions on social. From August 17 to August 31, 2022, social volume increased 14,000%.

This meteoric rise comes at a time when employees feel extremely undervalued and underappreciated by their managers. In the wake of wage cuts, lay-offs and new team members (with less experience) being paid more, employees are questioning their loyalty to corporations.

With limited opportunities for raises and promotions, there seems to be no point in working outside of business hours and during PTO. Ultimately, workplace cultures that don’t put people first result in frustration that leads to quiet quitting.

Quiet quitting is a major threat to workplace morale. It signals to all employees—veteran, new and prospective alike—that they won’t be rewarded for overachieving. Many employees are still recovering from pandemic era burnout, so the added pressure of working with colleagues who are quiet quitting can sour already fragile team dynamics, too.

The implications of quiet quitting extend beyond the cultures of individual companies. According to the US Bureau of Labor Statistics, this year’s decrease in American productivity is the largest decline since 1948, when the agency first started keeping track. If this trend continues, quiet quitting could have major impacts on the economy.

What to do if you notice your employees quiet quitting

If your employees start to show signs of quiet quitting, take an honest look at your team’s culture. Do you have fair expectations of your employees? Do your direct reports feel supported?

As businesswoman and TV personality Barbara Corcoran says in this TikTok, “You win people’s loyalty when you show them appreciation and have their interests at heart.”

Here are four steps you can take to reset cultural norms, and prevent and counteract quiet quitting.

1. Foster a team dynamic built on trust, respect and support

As a manager, you set the standard for how your direct reports communicate—with you, each other and the entire company. What you model will become the norm.

If you fall into the blame culture trap, this will set the precedent for your team. Colleagues will take your lead and blame each other instead of working together to find solutions. A strong leader eliminates unhealthy blame and adapts a growth mindset (which influences their team to do the same). By elevating compassion, trust and accountability, you will improve morale, productivity and collaboration.

Prevent quiet quitting by celebrating your team’s wins and learning from your collective failures with equal appreciation.

2. Create a culture of advancement and internal mobility

Quiet quitters report feeling under appreciated by their managers. Ask yourself: when was the last time you gave your team positive feedback?

If you can’t remember a time, make recognition a regular habit moving forward. To get started, consider these questions:

• What is one thing your team accomplished this week? Who contributed to its success?
• Who took the lead on a recent project?
• What is one thing you admire about how someone handled a situation recently?
• How have you seen someone on your team grow professionally?
• Was this a tough week for your team? How did someone overcome the challenges they faced?

Show your team their effort doesn’t go unnoticed. A little recognition can go a long way. Infuse gratitude into your everyday routines like one-on-one meetings, posting in Slack channels and team meetings.

Beyond day-to-day recognition, you should invest in the long-term career success of your direct reports. Give your employees opportunities to upskill and provide them with avenues for advancement, or they might find them elsewhere. Use your organization’s internal recruiting program to help them land new roles and promotions.

According to Jamie Giplin, Sprout Social’s Chief Marketing Officer, “We check in with our people managers regularly to identify rising stars who could fit jobs that we’ve already posted or plan on adding in the future. Keep your people managers in the loop about your roadmap so they’re equipped to identify high-performing team members when it’s time to post that new role.”

3. Encourage your team to take unplugged PTO

Asking employees to work during their PTO or to stay late/come in early (without extra compensation) might not seem like a big deal. You might be short-staffed or in the busy season, and you need extra help.

Yet, not giving your team enough time to recharge can ultimately lead to burnout and quiet quitting—which hurts productivity. Instead, encourage your employees to take breaks and unplugged vacation time. New data demonstrates companies who tried out four-day work weeks have reported increased employee output and a better work-life balance. Give your team the tools to work smarter, not for more hours.

Empathy is your greatest superhero as a leader. Remember your direct reports (and all your colleagues) are people first. Plan on your team needing mental health days, sick days and vacation time. Don’t forget to lead by example and take unplugged days off, too.

4. Proactively give and ask for feedback

Giving feedback can be uncomfortable. By making it a regular ritual with your team, you can make it seem less scary—while nurturing a culture of growth and authenticity.

By proactively giving and asking for feedback regularly, you create a safe space for open communication about bandwidth and culture concerns, common pain points for quiet quitters.

Providing constructive feedback requires honesty, empathy, humility and a learning mindset. Model those traits for your direct reports and avoid giving defensive responses.

Remember: above all, your role as a manager is to support and mentor people. Not only will giving and receiving feedback improve your team’s performance, it will also help you better understand the various working styles of members of your team.

Make your company a great place to work

Quiet quitting is sweeping across workforces, and unfair expectations, limited advancement opportunities and culture concerns are to blame.

As a manager, you can help prevent the phenomenon from taking hold at your company by trusting your team, helping them grow their careers, championing PTO and opening up lines of honest communication.

Want to learn more tips to uplevel your people management skills? Learn how to have effective conversations with your team about burnout.

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