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Five fab lessons from QueerEye for Social Media Managers

Updated: Jun 23, 2020

If you know anything about me, it’s this: I love reality television. I consider reality TV quality content no matter how trashy it is. I’ll save you from my rant on Keeping Up With The Kardashians and instead focus on my most recent obsession, QueerEye .

I was skeptical of the series at first. I didn’t really see the need to remake a show that was problematic at best, and some still have worthy criticism of the series. I acknowledge that it may rehash the stereotypes as seen in the original TV show, but at its core, QueerEye is good-hearted and more inclusive.

I occasionally binged the series in the background while working on content and designing long-term strategy for our clients. And as I semi-watched five gay adult men makeover straight men, women, and a trans man, I began to use their lessons in my own life.

I often mutter to myself, “What Would Antoni Do?” while building a spreadsheet and searching for relevant hashtags. I consider Bobby’s design aesthetics when creating Facebook and Twitter pages.

Their advice has turned out to be beneficial to my work at, and I’m ready to give your attitude about social media strategy the much-needed makeover it deserves.

Here are five things that I’ve learned from QueerEye that you can use on the daily as a social media manager.

1. Take care of yourself.

While Jonathan coaches grooming tips, he also preaches self-care above all else. Why is this relevant to social media strategists? Well, to quote Thea Neal, “We're expected to be marketers, creators, analysts, and customer service people. We’re stressed out.”

It’s vital for social media strategists to take a deep breath, and remember to spend time unplugged. It’s also important that we acknowledge our limits, and ask for what we need (backup, support, time off, etc.) takes a team-based approach, making this 100% possible for our in-house community managers. I know that, when I’m struggling with a task, I have a team of intelligent strategists, writers, and managers to pick up my slack.

As Jonathan says, “You’re strong. You’re a Kelly Clarkson song. You got this.”

2. Understand your audience’s needs and be aware of context when creating content.

Ever written a fun-loving or cute post about Memorial Day? The answer should be no. Please let it be no. QueerEye’s Karamo would not approve. This Culture Expert guides participants on an emotional journey and encourages self-awareness. He also helps individuals to recognize when they’re failing to communicate correctly with their family, friends, and coworkers.

If Karamo has taught us anything, it’s that content should inspire conversation and user growth. Forbes agrees, stating that engagement can be increased with interactive hashtags or influencer partnership. In order to grow as a person, you have to trust people. In order to grow as a marketer, you have to buddy up and create real-time conversation with your target audiences. You have to know the lingo they use, their pain points, and what resonates for them.

3. Don’t b afraid to reinvent your brand within reason

Stylist Tan France recreates wardrobes on the daily, but not without understanding each participant’s personal style. Sound familiar? Every client has key objectives. Be picky when selecting social channels to market your brand. Facebook is the classic #LBD while Insta is a perfectly fitted pair of jeans. Some social channels will suit a brand and its audiences better than others. creates strategy for social channels such as Instagram, LinkedIn, Twitter, and Facebook, but before we launch any brand online, we assess client needs and goals, then make recommendations on which social media platforms to focus on. Target audiences for moisturizing products will likely shop on Insta, because users like to see how cosmetic products look on models. While tech companies may thrive on Twitter and LinkedIn, because their audiences are B2B decision-makers.

4. Quality over Quantity

Antoni Porowski doesn’t get much screen time. After all, teaching one easy recipe each episode doesn’t “eat” much air time. However, not only does he have an incredible guacamole recipe, but he empowers participants with self-sufficiency.

When you’re creating content, keep in mind Antoni’s go-to: Easy-to-make dishes with simple ingredients.

You can pretty much use this strategy when creating just about anything. When crafting posts, I limit myself to 2-3 sentences, selecting only the most precise words, and communicating value. Tight, well-written posts are what elevates above other agencies. We employ writers and teach them marketing capabilities. Quality writing paired with eye-catching images will prompt even more engagement.

5. Keep your pages up-to-date.

Bobby Berk basically redesigns an entire house every episode. So we have to give him props for his hard work. He uses basic colors, like ivory and navy, and simple decor to speak to the participants’ personalities and update their sometimes messy homes.

You don’t want to slack on your Facebook page, Instagram bio, or Twitter page design. Stick to basic branding colors and use high-res art for cover images. If you’re designing on Instagram, test out tools such as Preview to see what images will look like in your feed ahead of posting. If it suits you, consider video content for the cover photo. Update often!

I know I probably watch too much television, but at least I’m learning? I think? If you have questions about social media strategy and community management, reality television, or DIY home makeovers, contact us today!

KT Heins is a Community Manager at who specializes in technical writing. When she isn’t at the office, she is most likely hanging out with her Chiweenies, “working” on a novel, or participating in bar trivia alone. Follow her on Instagram @ktotheheins for mountain views, cold brews, and fancy food.

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