Staying ahead of the curve in social media strategy has never been more important. With more than 43% of marketers reporting social media as their highest-ROI marketing channel, the opportunity to create meaningful connections with audiences is unparalleled. But in an era where the brand experience (BX) is deeply intertwined with employee experience (EX) and customer experience (CX), the key to social media success isn’t just about reaching audiences – it’s about building authentic, lasting relationships.
The social landscape is ever-changing. Emerging platforms show up regularly; many don't last, and those that do can struggle for years with a marketing-friendly user experience (UX) and brand-safe environment. Other more established platforms are reinventing themselves continually, offering fresh opportunities to build trust, engagement and authentic brand experiences that empower both customers and employers.
The Power of Community-Driven Platforms in 2025
In a shifting landscape marked by Meta’s discontinuation of fact-checking and TikTok’s uncertain future, platforms like Reddit, Twitch and Pinterest are becoming the go-to spaces for brands seeking authentic engagement and brand safety. Their success lies in offering brands opportunities to connect with audiences through community-driven content, interactive experiences and commerce integration while aligning CX and EX for optimal results.
1. Reddit: The Community-Driven Content Hub
With 70 million daily active users spending an average of 10 minutes per session, Reddit fosters deeply engaged communities built on genuine conversations. Unlike the passive “doomscrolling” of other platforms, Reddit’s user behavior is purpose-driven, making it a fertile ground for brands to:
2. Twitch: Beyond Gaming to Real-Time Brand Engagement
Once associated solely with gaming, Twitch is now a hub for diverse content, attracting over 30 million daily viewers who consume 1.3 trillion minutes of live content annually. Twitch’s live, interactive nature makes it ideal for:
Success in Action
Riot Games uses Twitch as an EX platform by live-streaming employee-driven events, developer interviews and e-sports content. These streams showcase how employees contribute to game development, fostering a collaborative culture while aligning internal creativity with external brand engagement.
💡Brands can activate employees as ambassadors on Twitch by co-hosting streams, live Q&As or internal events. This strengthens EX by giving employees a platform to represent the brand authentically, creating alignment between internal culture and external brand perception.
3. Pinterest: The Visual Search Engine Powerhouse
With users actively seeking inspiration and solutions, Pinterest has transformed into a commerce powerhouse. Users spend an average of 11 minutes per session on the platform, engaging with shoppable pins that turn browsing into purchases. The platform’s influence in driving e-commerce traffic and conversions makes it ideal for:
Success in Action
Patagonia uses Pinterest to promote its environmental activism and company values. They pin content related to how employees are involved in sustainability efforts, showcasing their commitment to work-life balance, eco-friendly initiatives and community involvement. Employees often share their experiences with the company’s mission and culture.
Boards to Check: Patagonia’s Pinterest features boards on Patagonia careers, employee activities and their environmental initiatives, providing a visual sense of what it’s like to work for a socially responsible brand.
💡 Brands can harness the creativity of their employees on Pinterest by sharing employee-generated content, behind-the-scenes peeks or personal perspectives on trends. This builds EX, turning employees into brand advocates and creating an authentic pipeline of content that resonates with customers.
BX at the Center: Aligning EX and CX for Maximum Impact
Platforms like Reddit, Twitch and Pinterest thrive on authenticity and community engagement – two elements that are critical for brands aligning BX, EX and CX. Engaged employees become natural brand advocates, amplifying the brand’s story authentically while creating positive customer experiences that drive loyalty.
When brands invest in creating synergy between internal and external audiences, they transform passive users into active champions of their brand.
Ready to Unlock Growth Through Authentic Engagement?
At Hart, we don’t just help brands engage – we help them transform. As a full-service, independent brand transformation agency, we specialize in integrating brand beliefs into every aspect of business operations to create a ripple effect of rewards across employee experience, customer experience and the overall brand experience. Fueled by data, creativity and strategic insights, we design and deploy empowering, unified brand experiences that move audiences from apathy to advocacy.
💡 Contact us today to see how our approach can transform your brand’s presence and engagement across platforms. Let’s make 2025 a year of bold innovation and measurable impact – one post, pin or stream at a time.