This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional.

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Brands are increasingly sponsoring online communications that do not identify their commercial source as a way to break through advertising clutter and to circumvent consumer cynicism toward traditional advertising. The results of lab studies indicate that these covert actions decrease trust in and commitment to brand users and that this effect is strongest when the brand user's emotional connection to the brand is threatened. Thus, use of covert marketing campaigns to overcome challenges with advertising may be done at the expense of the strongest consumer-brand relationships. Given the potential for loss of trust in and commitment to a brand in an environment in which brand relationships hold high value, brand marketers may have an incentive to discontinue covert marketing efforts without policy intervention. Alternatively, marketers could go to greater lengths to cover their tracks, which could have important implications for policy and consumer welfare.

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