New: 📱 What's Working on Social #9

Hey friend,

Beyond Meat’s Threads strategy has the social media world buzzing.

The tone, vibe, and personality they’ve created are making waves, and for good reason. Because it’s fresh, witty, and irresistibly engaging.

For anyone unfamiliar, Beyond Meat is a plant-based meat company that’s shaking up the food industry. Their flagship product, the Beyond Burger, is designed to “look, cook, and taste like a traditional beef burger.” As of December 2022, their products were in 190,000+ retail and food service outlets across 80+ countries, with a market valuation of $3.7 billion. 

But what’s got everyone raving isn’t their burgers or the billions in valuation. It’s their social media strategy on Threads.

The Buzz Around Beyond Meat 

I first caught wind of the hype from Robyn’s post on LinkedIn.

Then, I saw them spotlighted by Later Media as one of the Top 6 Brands to Follow on Threads.

When a brand starts popping up in conversations like this, you know they’re doing something right. So, I decided to dive deeper into what makes Beyond Meat’s Threads strategy so effective and how you can learn from it.

 What Makes Beyond Meat Stand Out? 

I ran a quick Grid Test (analyzing their posts for content type, format, and purpose) to figure out why their Threads game is so strong. Here’s what I found:

Content Types 

1. Humorous Relatability: They post relatable memes, jokes, and commentary on modern life and work culture, often with no direct tie to their products.

2. Product Advocacy: Subtle nudges toward plant-based choices, woven with ethical and environmental undertones, position Beyond Meat as a thoughtful option rather than a hard sell.

3. Meta Commentary on Social Media: This is where it gets spicy. Their social media manager breaks the fourth wall, humorously reflecting on the chaos of running a Threads account. In one post, they jokingly describe themselves as “a little cow wearing a cape online,” while framing the boss as a lighthearted villain.

Content Formats 

- 90% witty text-based posts with one-liners or short commentary.
- 10% memes or visuals—used sparingly but effectively.
- A consistent tone that blends self-deprecation, wit, and advocacy.


Content Purposes 

Beyond Meat’s strategy revolves around three core goals:

1. Engagement: Their humor hooks users with relatable, on-trend content that entertains without pushing a sale.

2. Brand Awareness: Playful posts subtly connect to Beyond Meat’s mission, emphasizing plant-based eating and sustainability.

3. Humanizing the Brand: Emphasizing the “social media manager” persona helps them build trust and relatability. It’s clear there’s a person behind the account, not just a faceless corporation.

The Secret Sauce: Analyzing Their Content Strategy 

Here’s what sets their strategy apart:

Pillars of Content 

1. Humor & Relatability: Makes the brand feel like a friend, not a company.

2. Subtle Advocacy: Educates without being preachy, encouraging small but meaningful behavioral shifts.

3. Meta-Narrative: Turns the chaos of running a Threads account into a compelling story, making their brand identity feel unique.

Purpose Behind the Pillars 

- Humor drives engagement and grows their follower base.
- Advocacy aligns with their mission and encourages behavior change.
- The meta-narrative deepens emotional connections and builds intrigue.

Content Ratios 

- 60% Humor & Relatability 
- 30% Meta Commentary 
- 10% Product Advocacy 

Execution Style 

- Their content is optimized for Thread’s text-first platform, leaning into snappy, engaging copy.
- Posts tap into cultural moments and digital humor while staying true to the brand’s voice.

Takeaway for Social Media Managers 

If you’re looking for inspiration, Beyond Meat’s Threads strategy is proof that you don’t need flashy visuals or hard selling to win on social. You just need to understand your audience, find your unique tone, and show up consistently.

What do you think about Beyond Meat’s approach?

Talk soon,

Darius ✌🏻