Kyle MacLachlan, I Was Unfamiliar With Your Game
The best celebrity social media presence out there right now
Kyle MacLachlan’s social media presence is impeccable.
And in fairness, it has been for years. Kyle MacLachlan just seems to get what people want from social media— and celebrities. It isn’t Imagine covers. It isn’t Instagram Lives where the celeb is preoccupied with their phone screen reflection. No no. The people want whimsy—the unexpected. We want deep-in-the-weeds and niche references. We want eclectic and fun. Do you remember when the internet was fun?
I think earnestness is part of the magic here. A lack of vanity too. A willingness to just be goofy. And Kyle MacLachlan is very good at this! He was Dale Cooper, for heaven’s sake! The man made a fed likable!
It isn’t just that Kyle MacLachlan made one post mimicking Lorde. He’s been an interesting figure on social media for a while. He once tweeted out the plot of Dune (1984) in emojis. I don’t say this because I’ve secretly taken a side gig as his PR person, I think he’s genuinely an interesting case study in how to cultivate a particular kind of social media presence— one that’s light-hearted, wholesome, and still on-trend. Even more importantly, it’s a presence on social media that cultivates a persona and works for promotion. Right now: it looks like his viral Instagram post (and several TikToks) are working to spread the word about a podcast he’s launching.
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The brand is babygirl. Which is fun, current, and playfully anachronistic. It helps to know that there is little TikTok enjoys more than the grown man baby girl. Look at Pedro Pascal last year. Or any TikTok Francesca Scorsese gets her dad (you know, Martin Scorsese) to partake in. You get the picture.
That’s why I think Kyle MacLachlan’s social media presence is a great template for brand managers who are looking to switch up their strategy.
Let me walk you through the key elements…
Be unexpected. The element of surprise is your friend online. Why? It promotes shares. You want your posts to be the kind of thing someone would DM to their friend.
Speak trend. It shouldn’t feel like pandering, it shouldn’t come too late to be relevant. Use the language of current trends.
Let loose. How you convey brand identity online need not be how you would do so IRL. Sometimes
Be tongue-in-cheek with trends. There’s a fine line between being absurdly funny and just absurd. Please don’t try to convince audiences, especially Gen Z audiences, that you ‘get’ them. Just use the trend in good time and keep it moving. Do not put out “how do you do fellow kids” content on TikTok. A good rule of thumb: if the trend isn’t a natural fit, it might not be for you.
Get niche. Trying to be for everyone might exclude you from being for anyone. Understand the niche you appeal to and work on appealing to it.
Oh, and one last piece of advice, don’t dance.
I couldn't agree more with your take on Kyle MacLachlan's social media presence! He truly understands the art of engaging with his audience in a way that feels genuine and fun. His whimsical and unexpected posts are a breath of fresh air in a sea of curated content. It's his authenticity and willingness to embrace the quirky side of social media that makes him stand out. His approach is a great reminder that sometimes, letting go of the need to maintain a polished image can lead to a more relatable and beloved online persona. Thanks for highlighting this! It's a great lesson for anyone looking to enhance their social media strategy. https://www.newysolarco.com.au/