Five Retailers Redefining Social Media Execution

Social media has completely changed the way brands operate. What was once a secondary marketing channel is now a live environment where tone, speed and behaviour directly influence brand perception.

The following five retailers highlight how rethinking social media strategy has delivered measurable improvements in relevance, success and impact.

Currys

Currys have moved from product led posts to sketch based, creator style content that mirrors how customers actually experience technology. Humour is used to communicate expertise without sales pressure, making the brand feel approachable in a complex category.

Why it worked: The content feels native, builds trust and makes a complex category more approachable.

ryanair

Ryanair embraced self aware, reactive humour and loosened control over brand tone. The social team responds in real time to trends and criticism, becoming well known for fast, meme led interactions on TikTok.

Why it worked: The brand owned its low cost positioning and aligned with how audiences already talk online.

itsu

itsu’s “You want some, man?” / "You want Dim Sum?' campaign was built around repeatable language rather than detailed messaging. The phrase became the creative asset.

Why it worked: Simple, memorable language made the campaign easy to share and recognise instantly.

paddy power

During Premier League VAR controversies, Paddy Power posted real time reactions without pushing betting odds or promotions.

Why it worked: The brand acted like a participant in the conversation, not a sponsor, increasing cultural relevance.

marks & spencer

Marks and Spencer modernised its social presence through food led, sensory content, particularly around ranges like their 'Less Ingredients' and jumping on the 'Summer Picky Bits.'

Why it worked: Customer led reviews and commentary on TikTok has built credibility and made product quality feel validated, not claimed.

key takeaway

The retailers winning on social media are not louder. They are faster, more fluent and aligned with how platforms, trends and audiences actually behave.