Posted By Ashley Tate on February 05, 2026
In a world where celebrities, influencers, and average users alike compete for space in flooded social media feeds, standing out is — to put it mildly — a challenge. So how can your brand make your product launch, rebrand, or latest piece of thought leadership content really stand out on social?
Clarity and Agility Are Key
When your brand announces a new campaign, whether it’s a new product, company initiative, or upcoming promotion, your audience should immediately understand what’s happening and why it matters. At the same time, memorable announcements require agility, or the ability to evolve the story in real time based on how audiences respond.
Duolingo’s “Death of Duo” campaign in 2025 is a standout example of how clarity and agility can work together to create a truly memorable brand moment. In just two weeks, Duo was mentioned nearly 170,000 times online, with mentions spiking 25,560% on announcement day.
What began as a simple app icon change (X’s over Duo’s eyes) quickly evolved into an elaborate, multi-day murder mystery involving a Cybertruck. The execution was playful and unexpected, but the core message never wavered: Duo was “dead,” and audiences were invited to follow along to see what happened next.
Beneath the theatrics, the announcement served a clear business purpose: driving app engagement by motivating users to complete lessons. What made the campaign especially effective was the team’s ability to stay agile as attention grew. Rather than launching a single, static post, Duolingo expanded the narrative in real time, building on audience speculation, reacting to viral moments, and introducing new plot twists as engagement spiked. As Duolingo spokesperson Monica Earle said: “At its core, this campaign was about engaging our community in a way that only Duolingo can — by making entertaining content that reminds our fans to do their lesson.”
Keep Your Platform(s) in Perspective
Just as there is no one way to share news on social media, there is no one place to share it, and being particular about where you make your brand announcements and how you use each platform can make all the difference.
Take GoPro, for example. As an action camera manufacturer, the brand’s content strategy is built almost entirely around user-generated video. That reality shapes where and how GoPro makes its brand announcements. Rather than forcing updates onto every platform, GoPro meets its audience in the environments where they already expect to experience GoPro’s immersive, high-energy video content. It prioritizes channels that showcase video natively and at scale — most notably Instagram, where it has more than 20 million followers, and YouTube, where it has over 11 million subscribers. The result is brand news that feels natural, not disruptive, and aligned with why people follow the brand in the first place.
Understanding your audience, who they are, where they are, and how they expect to hear from you allows you to provide the most useful (and consistent) experience. This awareness comes from listening to your followers (their habits, demographics, and platform preferences) and setting expectations with regular social media usage from your brand accounts. You want brand announcements to surprise and delight, not confuse or scare them away.
Keep the Conversation Going
Don’t be afraid to engage directly with your audience post-announcement to keep everyone talking about your news. Social media allows users and businesses alike to chat back and forth through direct messages and post comments. That back and forth can be just as critical to the success of a campaign as the launch itself.
Budget airline Ryanair is a prime example of how ongoing conversation can amplify brand news. Ryanair has built a highly recognizable presence by leaning into direct, real-time interaction with its audience. The brand is known for sarcastic, self-aware replies, fast reactions to trending moments, and a willingness to engage — even when the feedback is negative.
This approach has trained Ryanair’s audience to expect interaction, not just information. Announcements become starting points for dialogue rather than one-way broadcasts, keeping posts circulating longer and encouraging users to participate in the brand’s story.
The Best Brand Announcements Don’t Stop at “Publish”
Grabbing lots of eyeballs on social media is no small task, and getting your brand’s latest news to stand out truly takes planning and strategy. By following these tips and taking inspiration from these real-life campaigns, you can make the most of your next brand announcement.
When your brand has something to say, Tier One helps make sure people remember it.
Editor’s Note: This post was originally published in August 2018 and has been updated.
