What Sesame Street got right about brand voice on social media

3 easy principles that got them there.

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.

“Never sacrifice your brand for a quick bump in attention. Years of brand building can be undone by a single off-brand joke,” he said.

Think of your brand as a person

To avoid repetition, Reynoso encouraged brands to think of themselves as people rather than a logo or image.

“If Cookie Monster was a buddy of mine, what type of buddy would he be?” he said.

Topics that aren’t obvious extensions of the brand but still feel authentic, like sleep habits, food cravings or “shower thoughts,” in Cookie Monster’s case, are still okay.

Adjacent subjects can help prevent feeds from becoming repetitive while staying true to core values and voice, he said.

Social media is for your audience

Before creating a social media calendar, brands should ask: Would I enjoy this content? What does my audience get out of it?

Every social post should deliver one clear benefit, Reynoso said. It could be education, entertainment or inspiration, but it should provide value.

“Social media is not for your company,” Reynoso said. “It’s for your consumer. If you’re not enjoying your own content, how do we expect our audience to?”

An audience-first mindset shaped Sesame Street’s content during the 2024 election cycle, when online spaces were filled with anxiety, he said.

Rather than engage politically, the brand leaned into reassurance, sharing affirmations like “You’re doing the best you can” and reminders to take breaks.

When brands focus on their audience’s needs, they’re able to create more resonance and build greater trust, he said.

“Not all posts have to be groundbreaking,” Reynoso said. “But all posts have to have purpose.”

To learn even more tips on social strategy, head over to view this presentation and more at Ragan Training here.

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.

The post What Sesame Street got right about brand voice on social media appeared first on PR Daily.

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