Freeform’s Instagram account embodies adaptability and perpetual evolution to reach its target aspirational Gen-Z and Millennial audience, whose social content tastes are always changing.
With a diverse range of titles from nostalgic holiday films during its 31 Nights of Halloween and 25 Days of Christmas stunts to unscripted series such as Chrissy & Dave Dine Out and Wayne Brady: The Family Remix, the brand’s Instagram content has to be able to showcase a wide range of genres while maintaining relatability with internet-savvy young adults.
The brand’s “Hype-Up Bestie” persona and socially authentic and native approach to social-first content continue to engage and build a dedicated fanbase on social. Reactive content and trend awareness keep Freeform in the conversation in an organic and engaging way.
Freeform’s Instagram account embodies the Brand’s “Hype-Up Bestie” persona to concurrently promote Freeform original programming and linear viewing while building authentic relationships with social fans. The social account’s key voice attributes (Inclusive, Passionate, Encouraging, In-The-Know, Casual, and Witty) come through in both social assets and community engagement with users. Content promoting original series launches utilize the same Brand persona and templates, with small adjustments to account for unique series campaign needs.
Branded recurring formats feature familiar evergreen internet trends with a Freeform spin and quick-to-execute social-friendly branded templates. Some examples include:
Freeform is always also finding unique ways to tap into trends via reactive content, such as a timely quote from Mulan to lean into this year’s “very mindful, very demure” trend.
The work to build an in-tune brand persona and content strategy has paid off, with Freeform’s Instagram handle reflecting an organic engagement rate of 11.87% amongst its 1.3M followers.
