Madhappy

I think a brand that does an excellent job of having a unique social media presence is the clothing company Madhappy. I chose to analyze and debrief Madhappy's social media presence because I have been following their Instagram and shopping from them for a while now, and their social media platforms and messages have always interested me. This is because Madhappy only started their Instagram in February of 2020, which for a big clothing company like Madhappy, that's pretty late. Since Madhappy started their Instagram in 2020, they only have 100 posts, which again, for a big clothing company like Madhappy, that's not a lot of posts. Furthermore, when they post, they often post a lot within a short period. For example, from February 17th-February 24th, they posted 15 different times, but before that, they haven't posted since January 10th. Because of Madhappy's unusual posting habits and unique social media page, I thought it would be a good brand to take a deeper look into its social media presence. Madhappy only has a social media presence on Instagram because they don't have a Twitter and have a TikTok account but no posts. Although Madhappy doesn't have a Twitter account, there is an account called The Local Optimist, a mental health resource by Madhappy. One of Madhappys biggest goals is to spread awareness of all mental health issues, and their message is to "combat the issue of mental illness through the power of optimism." Because of this, Madhappy works with the group The Local Optimist to help spread this message and donate a portion of their profit to support this organization and help spread awareness of all mental illnesses. Since Madhappy's biggest goal is to spread awareness of positive mental health, their Instagram posts about different mental illnesses and how you can cope with them. For example, in Madhappy's new ad campaign, they had a group of about 15 influencers or ordinary people wear their clothes and tell them what mental health means to them. I thought this was a genius idea for Madhappy to post on their Instagram because not only did it help people struggling with different mental health issues, but it also highlighted their new launch of sweatshirts while still staying on brand and getting their followers interested.

Madhappy's voice is very inspiring, motivational, and relaxed. They target Gen Z and Millenials living a busy life but still like a laid-back and casual look. Their Instagram gives off a very relaxed vibe, and a lot of their clothing has inspirational or motivational messages behind it. For example, they launched a whole new set of sweatshirts for mental health awareness month centered around positive mental health phrases like "Accept & Allow," "Treat Yourself Like Someone You Love," etc. Along with this sweatshirt launch, they also sold Madhappy journals so that if you were struggling with mental health issues, you could use that as a tool to help. With this, they posted a lot about resources to help with mental health issues and where you can donate to help people struggling with various mental illnesses. Like I stated earlier, Madhappy doesn't post on Instagram that often, and when they do, it is a lot at one period at a time, and then they won't post for weeks. When they do post, it is usually during the mornings or early afternoon and the weekdays. This wouldn't be good for many other brands' social media pages, but I think it works for Madhappy. Because Madhappy only releases new clothes on launches, they post a lot before they are about to launch new items, but they won't post a lot if they aren't releasing anything for a while. This is because people can look on their website and buy the old stuff that's on there if nothing new is being released. Since Madhappy has a very laid-back presence, their followers like that they aren't bombarded with posts. They can see the essential posts like when Madhappy is launching a new product or important information on mental health issues or solutions.

Something that I think Madhappy lacks in its social media presence is engaging fans and followers. They rarely post stories or anything regarding contests or polls or anything to engage their followers. They usually strictly post their collections and don't add anything in the caption like "what do you think about it" or "do you like our new collection." If Madhappy did even little things like this to engage their followers, they would attract a more loyal fanbase and gain more followers and awareness to their Instagram page. Madhappy doesn't have that many followers on Instagram (only 216k), and since they don't have an active TikTok or Twitter account, they need to have a big following on Instagram. If Madhappy engaged with their followers more, it could gain more attention to their Instagram because their followers would post about it on their personal Instagrams, and then their followers would look at Madhappy's page.

Overall, I think Madhappy's social media presence is unique to its brand and voice, and although it is different from how most companies run their social media pages, it works for them. Madhappy knows what they want to highlight on their Instagram, and they choose to stick to that and not fill their Instagram with useless posts they don't think their followers need to see. Madhappy's products and messages of spreading awareness and help of mental health issues are portrayed on their Instagram very well. Not only is it clear from their Instagram what they stand for, but it is shown in a relaxed and aesthetically pleasing way, which is exactly what their brand is like and what their followers want.