We’re again with one other installment of the Publish Efficiency Report (PPR)—a collection 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 submit 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 knowledge is in danger and regulatory peril lurks round each nook. But, probably the most heart-racing threat of all is not being current on social.
Regardless of authorized purple tape and govt apprehension, these manufacturers in regulated industries are main the way in which on social—redefining the channel for his or her sectors. Establishments of all types ought to take notice.
Monzo Financial institution: The place private finance is much less frightful
Monzo Financial institution does issues otherwise. The challenger financial institution is disruptive by nature, and makes use of social to make monetary training much less boring and scary. Contemplating 61% of customers 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 workforce’s relatable, related and infrequently irreverent tone proves that the restrictions monetary companies face really create the best alternatives for creativity on social.
Richard Prepare dinner, Social Media Lead at Monzo, put it like this: “There are various particular legal guidelines (and punishable legal offenses) entrepreneurs at monetary companies manufacturers should think about…At Monzo, we see this as an amazing 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’ve full license to have enjoyable.”
Take the model’s latest marketing campaign across the launch of their annual “Guide 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 e book 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 at present boasts over 1 million followers throughout platforms thanks largely to their engagement mannequin that prioritizes constructing neighborhood quite than blasting out firm updates. There’s little doubt that Monzo’s main presence helps them soar to the prime of the aggressive market and turn out to be one of the profitable fintech firms within the UK.
The play: For manufacturers attempting to make a reputation for themselves in regulated industries, you have to do issues otherwise than your opponents—whereas nonetheless being true to your model. For Monzo, which means taking a disruptive, audience-oriented method to speaking about cash and private finance.
Ask your self: What’s the distinctive hole that our model fills? How can we convey 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 a vital 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 regular posts). However in addition they take a really social-first method to different content material, which incorporates sharing Nice Lakes memes, Cleveland Guardian recaps and AMAs with their onsite crews.
Whereas some firms on this sector may 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 data in compliance with neighborhood 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 fame on-line. But that’s precisely what the NE Ohio Regional Sewer District has executed. 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 techniques, 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, like the Faculty of American Ballet and the New York Mets, of their social content material.
Once they do inform affected person tales, the hospital system makes use of a documentary-style method 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 amenities. Some movies even function footage from actual surgical procedures the place docs 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 fame. Just lately named to the U.S. Information listing 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 must draw back from telling human-centric, patient-first tales. Like NewYork-Presbyterian, you could find creative methods to function the tales of real-life superheroes—like sufferers battling illness and healthcare staff who dedicate their lives to serving others.
Jake from State Farm: Turning khakis into a fancy dress
“Uh…khakis.” This line from the unique 2011 business cemented Jake from State Farm as a cultural icon. Whereas the primary Jake was an precise State Farm worker who stepped in for the business, the function was recast by skilled actor Kevin Miles in 2020.
Since then, Jake from State Farm has turn out to be a web based determine all his personal, full along with his personal social media accounts.
As insurance coverage manufacturers know, FTC tips and different rules govern how they will speak about totally different services and products. Plus, lots of their choices might sound intangible or tough to know, or characterize life occasions customers would quite 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 optimistic 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 purple carpet).
State Farm’s funding in Jake (and his on-line persona) helps the corporate have interaction youthful audiences. By exhibiting up the place Millennials and Gen Z customers spend time, State Farm is making long-term investments in model recognition and buyer loyalty.
The play: For legacy manufacturers, it’s crucial to succeed in youthful customers who will sooner or later age into being your clients, and adapting for youthful audiences requires investing in social. Like State Farm, it’s good to hearken 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 dwell 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 that explains how one can report a non-urgent crime or occasion on-line) or public service bulletins about home violence, the division is one step forward on the subject of holding constituents knowledgeable.
The division additionally promotes their personal 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 neighborhood 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, which means 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 creating points worse. However, when executed with tact and true understanding of your neighborhood, it may possibly turn out to be a part of the answer.
Novartis: Sharing tell-tale (indicators of) coronary heart well being innovation
Novartis is an progressive medicines firm primarily based in Switzerland. The multinational is behind widespread prescribed drugs distributed all through the world that tackle all the things from allergy symptoms to coronary heart illness. It was really 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 medication.
The pharmaceutical firm additionally recurrently shares informational carousels that present context for issues like their dedication to world well being and training about illness therapies.
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 prescribed drugs. For prescribed drugs, transparency and training 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, keep in mind these key takeaways:
Publish 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 give attention to 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 correctly: Even seemingly dry industries can have interaction by means of cultural relevance. Use memes, popular culture references or light-hearted interactions (when the second is correct) to construct rapport along with your viewers. When belief is constructed by means of on a regular basis engagement, it’s simpler to speak essential data when vital.
- 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 fame.
- Spend money on long-term methods: Spend money on a social-first storytelling method that adapts your model’s cultural touchstones to newer platforms and codecs. This builds recognition and loyalty that may repay as youthful customers turn out to be lifelong clients.
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 submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
