How Parade Became ‘The Internet’s Favorite Underwear’

Cohen has been running social media for brands for seven years and understands the business value of every caption, photo and video. She suggests using a variety of visuals, including Instagram Reels, to show off your products in different ways that fold into the same overarching narrative.

“In order to have a thoughtful, interesting social presence, you need to have one story told through a medley of lenses,” Cohen explains. “You need beautiful campaign imagery. You need low-res phone content. You need UGC [user-generated content] created by real people. You need inspirational content. You need funny, weird, of-the-moment content, and you need all of this to thread together to tell one cohesive story.”

For Parade, that means getting creative with their product drops and using a combination of real-world and digital marketing tactics to get the word out about their brands. Watch the full episode above to see how they made a name for themselves on social media and beyond.

Learn how to promote your business with Facebook ads, how to attract an audience on social media and get more insights into social media management by catching up on Season 1 of Social Skills.