What brat can teach us about social media marketing

Have you heard? It’s brat summer. The latest album release from pop icon, Charli XCX, has infiltrated all realms of marketable space. Whether you realise it or not, you’ve almost certainly witnessed the album’s cultural impact.

With its iconic neon green splash, the extremely minimalistic album design has not only dominated social media but has also ensured that the album stands out in both physical and digital spaces, with just the lime shade enough to signify the now iconic album.

From outfit checks and dance trends on TikTok, the rapidly growing brat discourse has successfully moved beyond traditional social media to mainstream political discussion, with Vice President Kamala Harris tapping into the movement by changing her X profile banner to the iconic low-res green image.

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The song B2B is about business to business marketing, right? #brat #bratsummer #charlixcx #officelife #agencylife #officehumour #b2b #b2bmarketing

♬ original sound – gabbriette

But why, and crucially how, has an album that came out barely two months ago already reached this level of notoriety and meme-ability? Brat’s ongoing success has become a masterclass in brand building that is sure to have lessons across social media marketing.

I mean, there’s literally a song called b2b, so it’s only right we take a deep dive into the album’s marketing prowess.

Less is more

It’s so easy to say “take risks”, but what does that look like on paper? No, it doesn’t have to mean a total rebrand or a call to start sharing your political opinions across LinkedIn. For Charli XCX, her risk was the ‘low effort’, low resolution, acid green album art that was teased for months leading up to the album release.

A, somewhat jarring, shade of green, the album is recognisable from the colour alone. Obviously, every brand has its own colours, that’s not new. What makes the choice so memorable is that it stands out from the rest. Paired with a blurry ‘brat’ the unconventional choice has made it unmistakable.

It’s worth considering how you can benefit from adopting a clean, minimalist design across your social media posts. By avoiding jargon or overly complex ideas it becomes easier for your audience to absorb information quickly. Leave the more complex stuff for that initial pitch call or bottom of funnel content.

Interactivity

Charli’s brat campaign is a stellar example of how to do interactivity right, whether it’s the ‘brat’ album generator or simply encouraging custom shirts. By inviting her fans to be a part of the campaign, she’s not only increased engagement but also created a sense of ownership and belonging among her audience.

But what does that look like in practice, especially for a b2b audience? Perhaps not quite as exciting as a diamond-studded tee or neon green hair, engagement is truly a two-way street. Here’s a quick list of how to promote dialogue across your social channels:

• Pose thought-provoking questions
• Encourage employee advocacy
• Create polls
• Invite followers to share their insights
• Share personal viewpoints (just not too personal!)

It’s worth remembering, community building is an ongoing process. Continuously analyse your efforts and be willing to adapt your strategies as needed to ensure long-term success. After all, we all know interactive audience engagement is a key driver of organic promotion.

Collabs, or should we say partnerships?

Charli really knows her fan’s niche, and so should you. Gaining maximum exposure, she tapped into her wider circle of internet It-girls, TikTok megastars, and fellow singers, to really spread the word amongst individuals with a similar interest.

While we might not all be talented singers at Isoline, we sure know what a good collab looks like. An underrated avenue is the comment section.  Without even having to create content yourself, purely engaging with other people in the industry is a great way to spread your reach and build some genuine connections.

In a similar vein, showcasing your collaborative work across social media is a great way to show off. From client results to award wins, it’s a nice way to celebrate success and attract potential clients. And if you want to get really fancy, you could even start a podcast, with the opportunity for endless collaborations that can be splashed across all your channels.

Memes

Now this is a fun one. Perhaps a somewhat unintended consequence of the album’s simplistic artwork, the original campaign has spiralled into something much bigger. Stemming from fans changing their social media profile pictures to personalized variations of the album cover, the brat meme has now taken an unexpected turn.

When Charli XCX tweeted “Kamala IS brat” following Joe Biden’s endorsement of Kamala Harris as the Democratic presidential nominee. The tweet went viral, amassing millions of views and leading Harris’s campaign to adopt the “brat” aesthetic across their social media profiles.

Traditionally viewed as a formal, buttoned-up platform for professionals, LinkedIn is now seeing a surge in meme usage, with companies leveraging this trend to connect with their audience in fresh, engaging ways.

And the lesson for b2b marketers? Keep things fun. Of course, it’s important to highlight your work and achievements, but life is all about balance. By adopting a fun, conversational tone paired with memes, companies can achieve a more approachable disposition. LinkedIn is often filled with formal posts, from industry news to thought leadership articles and job updates. Memes can act as a refreshing break from this norm, catching the eye of users who may scroll past more conventional content.

Making b2b brat

Charli XCX’s latest album, brat, has transcended the usual boundaries of music marketing, creating a vibrant cultural phenomenon. From its distinctive neon green branding to the interactivity and meme culture it has sparked, brat offers a masterclass in modern marketing. The album’s success demonstrates the power of minimalistic design, interactive engagement, strategic collaborations, and the playful use of memes.

In an era where standing out is more challenging than ever, the brat phenomenon is an important reminder that bold, unconventional choices can lead to engaging audience experiences. So, take a page from Charli XCX’s playbook: be daring, engage creatively, and don’t shy away from having a little fun along the way.

If you would like to discuss how Isoline can help your content marketing be more ‘brat’, get in touch at hello@isolinecomms.com