Social media has become the ultimate playground where brands can connect, engage, and even go viral. In today’s episode of The Small Business Show, Bill Harper, CEO and chief creative officer of BrandBoss HQ, joins us to break down the magic of social media marketing and how brands can truly make an impact.
In Harper’s experience, many brands are “tone-deaf” regarding social media marketing. Too often, they miss key opportunities when they arise. Brands tend to focus on the wrong aspects of their campaigns, disregarding what truly resonates with consumers. Harper emphasizes the importance of truly understanding your audience and their behaviors, as it can make all the difference in creating a viral moment.
Harper reflects on two excellent examples of brands leveraging social media to make a big splash.
The first example is Chipotle’s ingenious napkin holder campaign. The brand made waves when introducing napkin holders for customers to attach to their car visors. It was a simple yet brilliant solution to the everyday problem of collecting napkins. What made this campaign so successful was Chipotle’s ability to identify and address a small but relatable pain point. By observing customer behavior and creating a product that solved a real-world issue, Chipotle gained attention in a way that felt organic and genuine. The campaign’s success was largely fueled by its simplicity and the brand’s willingness to engage with its audience. Customers quickly shared photos of their napkin holders on social media, sparking an organic buzz.
The second example Harper highlights is Kohl’s and the viral Wookiee mask video. When Candace Payne created a viral video of herself joyfully wearing the mask, Kohl’s didn’t miss the opportunity to capitalize on the moment. The retailer rewarded Payne, turning her into a brand ambassador of sorts and generating goodwill with the public. This not only elevated Kohl’s reputation but also showcased how being agile and ready to engage with viral moments can work in a brand’s favor.
Harper also notes other brands, such as Stanley, that have effectively harnessed the power of viral marketing. These companies understand the importance of being culturally relevant and meaningfully tapping into what’s trending.
However, Harper cautions brands against falling into the trap of copying what others have done successfully. While imitation might seem like a shortcut, consumers don’t respond well to copycat efforts. In fact, trying to replicate another brand’s viral moment can seriously damage a brand’s public image and tarnish its authenticity. Originality is key.
When mastering social media in 2025, Harper’s most significant advice for brands is simple: stop selling. Social media is not a place to pitch products or services—it’s a platform for creating what he calls “edutainment.” This concept is about blending education and entertainment to engage with consumers. Simply educating your audience without any entertainment value doesn’t capture attention, and purely entertaining them without offering any value will not build trust. Striking the right balance between education and entertainment is crucial for creating content that resonates with today’s audiences.
As for which social media platform to use, Harper advises business owners to first analyze their options and decide what type of content they are most comfortable producing. What platform is best suited for their content? What type of content is consumed on each platform? He stresses that there’s no need to dive into every platform at once—starting with one platform and focusing on creating quality content is often more effective. Later on, as the brand gains momentum, expanding to other platforms becomes a natural next step.
"Social media is not an extension of traditional media... It's social media. What we're trying to do there is build familiarity, comfort, and likeability." – Bill Harper
