In my industry, I greatly admire Adobe’s social media strategy. Adobe features a diverse range of digital craft on its channels to inspire creatives, using social media not only for marketing, but as an art gallery. Also, Adobe hosts regular creative challenges and encourages followers to share their creations for a chance to be featured. Not only does this excite their audience, it forms a sense of community around the brand.
Adobe has also mastered the art of audience engagement. They regularly repost user-generated content from artists who utilize Adobe’s suite of products, providing them exposure and acknowledging their work. In return, this promotes Adobe’s software capabilities. Their two-way engagement and genuine appreciation for the art created using their software is likely one of the reasons why they've garnered a loyal following. It truly exemplifies their understanding of their audience and their needs.