Why Playful Engagement Between Brands is More Than Just Fun
Once upon a time, brands largely kept to themselves on social media, using platforms strictly for announcements, customer service, or product promotions.
But today? Brands are talking to each other, “roasting” competitors, teaming up for viral moments, and engaging in playful banter.
When done right, these brand exchanges can create buzz, increase engagement, and build positive audience perception.
But not every brand-on-brand moment lands well.
What to know
Brand interactions on social media aren’t just entertaining—they’re often very algorithm-friendly. Social media platforms prioritize engagement-heavy content, meaning zippy exchanges, jabs, and collaborations between brands are more likely to gain traction.
Virality Potential
The biggest advantage? Free publicity. When brands interact in memorable ways, their posts get picked up by meme pages, news outlets, and industry publications.
This organic amplification extends reach far beyond their usual audience—without the need for ad spend.
The Risks: Big Backfires
While brand-on-brand engagement can be great for exposure, not every attempt is a win.
1. Tone Misalignment
Forcing a humorous or edgy voice when it doesn’t fit your overall brand image can be perceived as awkward or inauthentic.
For example, luxury fashion brand attempting “Gen Z humor” might feel out of place, while a fast-food chain roasting a competitor could land perfectly.
2. Unintended Controversy
A joke that feels harmless to one audience may alienate another. If a brand jumps into trending topics without careful consideration, the interaction could lead to a public relations mess.
3. Overuse & Desperation
Constant brand conversations can make a company seem like it’s trying too hard.
Consumers can quickly tell when engagement feels organic versus forced and contrived…and that’s not a good look.
Best Practices
A great brand interaction should feel natural, relevant, and aligned with your voice.
Here’s how to do it right…
1. Know Your Audience
Before engaging, consider whether your target audience (and that’s the key, actually!) will appreciate or relate to the interaction.
2. Be Selective
Not every trending conversation needs your brand’s voice. Engage in conversations that make sense for your industry, brand identity, and customer base.
3. Keep It Light & Playful
Humor and wit are key. The best brand interactions avoid sensitive topics and instead focus on entertainment, collaboration, or a little friendly competition.
4. Watch the Metrics
Track engagement, sentiment, and conversion rates to measure the impact of brand interactions. If an exchange generates buzz but doesn’t positively affect brand perception, it may not be worth repeating.
Checklist for Brands Considering Social Interactions
○ Does this align with our brand voice?
○ Is it relevant to our target audience?
○ Could this go viral for the right—or wrong—reasons?
○ Are we effectively sidestepping potentially controversial topics? (If in doubt, talk to every single member of your marketing team!)
When done strategically, brand-on-brand social media interactions can amplify reach, foster loyalty and make brands feel more approachable.
bree steinbronn 