Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy

In episode 32, Lucas and Luna explore the strategy of influencer gifting—where brands send free products to creators in exchange for organic posts, rather than paid sponsorships. They dig into why brands like Glossier and Gymshark have built entire marketing engines around this approach, how to structure a gifting program that doesn't feel like spam, and the key metrics to track success. Lucas sha...

Episode 31 of Social Media Marketing with Fexingo explores a high-stakes use of social platforms: product recalls and safety notices. Lucas and Luna break down how brands like Toyota and Johnson & Johnson have used Instagram, TikTok, and LinkedIn to quickly communicate with consumers when things go wrong. They discuss the 2019 Fisher-Price Rock 'n Play recall that reached millions via social, why...

In episode 30 of Social Media Marketing with Fexingo, Lucas and Luna explore how brands are using social listening tools to spot emerging trends before they go mainstream. They break down how Nike used Reddit and Instagram conversations to anticipate the rise of 'quiet outdoor' aesthetics, and how a small skincare brand identified a sudden interest in 'slugging' months before it hit TikTok's For Y...

This episode explores how brands are shifting from social media as an acquisition tool to a retention engine. Hosts Lucas and Luna break down the specific tactics companies like Starbucks and Sephora use to keep customers coming back — from loyalty programs integrated into Instagram to direct DMs that lower churn. They also examine the data behind retention vs. acquisition cost, and why top brands...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore how brands are using gamification—points, badges, leaderboards, and challenges—to boost engagement and loyalty on social platforms. They focus on Sephora's Beauty Insider program as a case study, breaking down how the brand integrates gamified elements across Instagram and its own app to increase time spent and repeat p...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore the rise of social media lookbooks as a brand strategy. They break down how brands like Patagonia and Glossier use Instagram and TikTok to showcase seasonal collections in a scrollable, shoppable format, replacing traditional PDF lookbooks. Lucas digs into data showing a 40% higher click-through rate on lookbook-style p...

Lucas and Luna explore the rising trend of brands closing sales directly through social media direct messages. Using the example of a clothing startup that moved 18 percent of its monthly revenue through Instagram DMs, they unpack the logistics behind this shift: dedicated sales teams, CRM integrations, and the tension between automation and human touch. The episode also touches on how this approa...

Lucas and Luna explore the strategy behind product seeding on social media — brands sending free products to creators and customers in exchange for organic content. Lucas breaks down how beauty brand Glossier built its early following by gifting to micro-influencers, and how the model has evolved into structured 'gifting programs' at companies like Sephora and Nike. They discuss the shift from pai...

Episode 24 of Social Media Marketing with Fexingo explores a growing trend: brands launching their own podcasts as a social media distribution channel. Lucas and Luna unpack the strategy behind companies like HubSpot and Shopify creating audio content that lives on YouTube and TikTok, not just Apple Podcasts. They discuss how branded podcasts build deeper audience relationships, generate repurposa...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore how brands are turning employees into authentic social media advocates. They break down the strategy behind Dell's social media program, which trained over 10,000 employees to share company content, generating millions in revenue. The hosts discuss the shift from corporate-controlled feeds to human-powered reach, the me...

Lucas and Luna explore why leading brands are moving away from likes, shares, and follower counts in favor of deeper engagement metrics like shares-to-reach ratio and comment sentiment. The episode features a case study of a direct-to-consumer brand that saw a 40% higher conversion rate after switching to a 'meaningful interactions' KPI. Lucas explains how platforms like Instagram and TikTok are n...

In this episode, Lucas and Luna dive into how brands are using social media for crisis communication, focusing on the 2025 McDonald's E. coli outbreak as a case study. They break down the real-time response playbook, the role of X (formerly Twitter) vs. Instagram, and why transparency beats silence. Specific stats include a 40% drop in mentions within 48 hours of a well-handled response and a 15%...

In this episode, Lucas and Luna explore how brands are shifting from traditional focus groups to social listening for market research. They dive into a specific case: how a mid-size DTC skincare brand used Reddit and TikTok comment threads to identify an unmet need for a fragrance-free moisturizer, launching a product that did $2 million in its first quarter. Lucas breaks down the ROI of social li...

Episode 19 explores a growing but often overlooked social media strategy: brands re-uploading user-generated content to keep their feed fresh without constant original production. Lucas and Luna dig into the economics of UGC recycling—why it works, how brands like GoPro and Starbucks have turned customer photos into their primary feed content, and the ethical and legal pitfalls. They break down th...

Episode 18 of Social Media Marketing with Fexingo explores how brands are turning product returns into a social media channel. Lucas and Luna discuss why companies like Zappos and Warby Parker are using Instagram DMs and TikTok videos to handle returns, exchanges, and customer complaints publicly and semi-publicly. The hosts break down the numbers: 30% of online purchases are returned, but brands...

In episode 17 of Social Media Marketing with Fexingo, Lucas and Luna dive into the rise of 'day in the life' content on social media. They explore why brands like Patagonia and Duolingo are using this format to humanize their corporate image, build trust, and drive engagement. The hosts break down the specific structural elements that make a DITL video work — from the 3-5 second scene cuts to the...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore why big brands like Patagonia and Zappos are replacing traditional PR teams with real-time social media newsrooms. They break down a specific case: how a fast-food chain turned a supply chain crisis into a trust-building moment by publishing updates within minutes on Twitter. You'll learn the key metrics for a newsroom...

Episode 15 of Social Media Marketing with Fexingo: Lucas and Luna dive into a trend that's reshaping brand reputation—companies handling customer service through Instagram DMs, TikTok comments, and LinkedIn messages. They discuss the 'public reply' vs 'private DM' strategy, citing a case where a small cosmetics brand turned a complaint into a viral moment. They also reveal the hidden ROI: customer...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore why brands are investing in Pinterest as a long-term search and discovery engine, not just a visual bookmarking site. They discuss Pinterest's 'future of shopping' features, including its AI-driven visual search and catalog uploads, and how it differs from Instagram and TikTok. The hosts share a specific case study: how...

Episode 13 dives into how brands are turning their Instagram, TikTok, and LinkedIn feeds into recruitment tools — not just employer branding, but active hiring funnels. Lucas and Luna break down the strategy behind Boeing's 'Day in the Life' TikTok series, which attracted over 300 applicants per post for entry-level engineering roles. They explore why companies are shifting from job boards to soci...

This episode explores the trend of brands repurposing organic social media comments—from fans, critics, and even competitors—into paid ad creative. Lucas and Luna break down why this strategy works, using examples like Wendy's turning a viral tweet into a billboard and Duolingo's comment-section TikTok ads. They discuss the psychology behind social proof, the risks of negative comments, and how br...

In this episode of Social Media Marketing with Fexingo, Lucas and Luna explore how brands are reviving social audio rooms after the initial Clubhouse hype faded. They focus on Spotify's pivot to live audio event rooms in early 2026, which now host over 12 million monthly active brand-hosted sessions. The hosts discuss why brands like Sephora and Headspace are using these rooms for real-time custom...

Lucas and Luna explore how brands are shifting from broad social reach to micro-communities on platforms like Slack, Discord, and private Facebook groups. They break down why beauty brand Glossier built a 1.5-million-member community that drives 80% of its product feedback, and how a B2B SaaS company used a 500-person Discord server to reduce churn by 30%. The hosts argue that micro-communities de...

In this episode, Lucas and Luna dive into the rise of native social commerce shops—where brands sell directly inside Instagram, TikTok, and Pinterest without ever sending users to an external website. They examine why companies like Gymshark and emerging DTC brands are investing in in-app checkout, citing data that shows conversion rates can be 30% higher on platform versus on a traditional e-comm...

In this episode, Lucas and Luna break down the rise of social audio rooms on Twitter, LinkedIn, and Instagram. They explore how brands like Patagonia and Duolingo use live audio conversations to build deeper engagement, gather real-time market research, and create authentic connections. The hosts discuss the surprising longevity of Clubhouse's model, the integration of audio into existing platform...