What Sesame Street got right about brand voice on social media

Every social post should feel like it could only come from your brand.

“If you took away your profile image and your username, would your audience know that you were the one posting?” said Eder Reynoso, former social media manager for Sesame Street, during Ragan’s Social Media Conference.

Sesame Street’s approach to its social presence was based around the idea that if your brand voice is instantly recognizable, your content is doing its job.

“If you build a brand that relates to everything you are about and will always be about, then you’re going to engage consumers who relate to that brand too,” Reynoso said.

Maintain a steady brand voice

Brand voice must stay consistent throughout posts, Reynoso said.

He calls this idea the “Cookie Monster rule.” Cookie Monster can talk about more than cookies, but he can never stop sounding like Cookie Monster, Reynoso said.

“Define your brand voice and stick to it,” he said. “Your audience should recognize your style, your voice and your personality instantly.”

Consistency is also what protects brands from chasing viral moments that don’t fit, he said.