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Every small business owner has an anti-hero side (yes, even you.) And embracing your anti-hero on social media? That’s where the magic begins.
See, traditional marketing advice often pushes us toward perfection: polished grids, on-brand everything, and strategies that feel like a box you’re supposed to fit into.
But what if that box isn’t you?
That’s where the Anti-Hero Archetypes come in. They’re not about being flawless, they’re about being your true self online. Whether you’re a trendsetter, a truth-teller, or someone quietly making waves, there’s a version of you that can thrive on social media just by leaning into your strengths.
In order to embrace that inner anti-hero you first need to understand what type of anti-hero you are and how your anti-hero archetype influences your social media marketing strategy.
So, What Is an Anti-Hero?
Anti-heroes are not villains, let’s get that out of the way.
When it comes to your social media marketing, an anti-hero is someone who puts their own interests first, makes mistakes, has the audacity to try new things, and is real, raw and authentic.
If you’re not doing that… are you even a small business owner?
Let’s figure out what type of anti-hero you are. (And yes, you’ll probably resonate with more than one. Who am I to set rules for the anti-heroes?)
To help you figure out where you fit, try my Anti-Hero Social Media Marketer Quiz!
Meet the 8 Anti-Hero Social Media Marketer Archetypes
Each of these archetypes represents a powerful way to show up online. No matter which one feels like you (or how many you identify with), you’ll find a way to make your marketing feel more you.
The Maverick: Trend breaker. Risk taker. Rule bender.
Mavericks are the bold, rule-breaking leaders of the pack. They don’t just show up online, they take up space unapologetically. Mavericks have a high tolerance for risk and a hunger for visibility. They’re not afraid to be the first, the loudest, or the weirdest.
Traits: Bold, confident, unapologetic, unorthodox. Not afraid to break the rules.
Examples:
- Beyoncé: Dropping albums with no prior announcement, changing the music release game.
- Ryan Reynolds: For his unconventional marketing tactics with Aviation Gin and Mint Mobile.
- Red Bull: Stratos space jump was a marketing move that broke the mold.
Infuse your anti-hero energy into your social media by:
- Introduce new angles to common topics in your industry.
- Break a rule: If there’s a “standard” content format or posting schedule, flip it on its head.
- Launch a campaign that might seem controversial, but could also set you apart.
- Partner with people or brands that aren’t an obvious fit to create buzz.
Click here for a deeper dive into The Maverick Anti-Hero Social Media Marketer to see if it’s you!
The Satirical Marketer: Clever. Witty. Sharp as a tack.
Satirical Marketers use humour to hold up a mirror. They observe trends, poke fun at the absurdity they see in the world, and say what everyone else is thinking with a wink. This cleverness isn’t just for laughs, it reveals truth in a way people can’t ignore.
Traits: Witty, Entertaining, and Insightful. Uses humour and memes, and uses them well.
Examples:
- The Onion: The epitome of satirical commentary on current events.
- Hasan Minhaj: Combines comedy with hard-hitting political insights.
- Weird Al Yankovic: Satirizes pop culture through his music.
Infuse your anti-hero energy into your social media:
- Hone in on current events and trends to craft timely, humorous content.
- Analyze successful satirical accounts to understand what resonates.
- Use live events or trends as fodder for instant humorous commentary.
- Use visuals like memes, GIFs, and comics as powerful allies.
Click here for a deeper dive into The Satirical Anti-Hero Social Media Marketer to see if it’s you!
The Rebellious Innovator: Boundary pusher. Change maker. Ahead of the curve.
These are the forward-thinkers who aren’t afraid to try new things and push boundaries. Their content often challenges conventional wisdom and encourages their audience to think differently.
Traits: Futuristic Thinker, Disruptive, Experimental, Questions how things have been done. They’re Tech-savvy and always ahead of new tools when they become available.
Examples:
- Lady Gaga: Known for her innovative and boundary-pushing music and fashion.
- Banksy: Mysterious and disruptive, changing perceptions of street art.
Infuse your anti-hero energy into your social media by:
- Regularly testing new formats and platforms to see what gains traction.
- Asking your audience for input and challenging them to think differently.
- Sharing content that highlights new ideas or approaches, even outside your niche.
Click here for a deeper dive into The Rebellious Innovator Anti-Hero Social Media Marketer to see if it’s you!
The Honest Realist: Transparent. Grounded. Comfortably imperfect.
Honest Realists connect with their audience by being transparent and genuine. They show the real behind-the-scenes and share genuine stories, which is refreshing in an often superficial social media landscape.
Traits: Trustworthy, Transparent, Grounded, Shares real experiences. Engages authentically.
Examples:
- Gary Vaynerchuk: Direct and authentic in his business advice and personal brand.
- Taylor Swift: Writes songs about her life, including the not-so-glam side.
- Dove Real Beauty Campaign: Emphasizes authenticity and self-acceptance.
Infuse your anti-hero energy into your social media by:
- Share your successes and failures openly to build trust.
- Let your real-life experiences inform your content.
- Respond to comments and messages with sincerity, not canned responses.
- Empower others: Encourage your audience to share their own stories and experiences.
Click here for a deeper dive into The Honest Realist Anti-Hero Social Media Marketer to see if it’s you!
The Reluctant Expert: Wise. Humble. Quietly brilliant.
These individuals have deep expertise and share their knowledge without seeking the spotlight. They’re respected for their skills and insights, rather than their self-promotion.
Traits: Humble, Knowledgeable, Helpful, Quiet authority. This is the one with plenty of resources to help their followers.
Examples:
- Jane Goodall: Shares her knowledge on primatology with a humble approach.
- Maya Angelou: While celebrated as a literary and civil rights icon, her delivery was always rooted in humility, grace, and quiet strength.
- Cal Newport: Known for “Deep Work” and his critiques of social media, he writes and teaches with a tone of quiet authority.
Infuse your anti-hero energy into your social media by:
- Offer insights and advice in your area of knowledge.
- Let your work speak for itself without boasting.
- Use your content to inform and help your audience understand complex ideas.
- Make it easy for people to ask questions and engage with your content.
- Recommend resources and tools that have helped you in your journey.
Click here for a deeper dive into The Reluctant Expert Anti-Hero Social Media Marketer to see if it’s you!
The Visionary Outsider: Big picture thinker. Trend forecaster. Future builder.
Visionary Outsiders are always a step ahead, bringing new ideas and perspectives that eventually set the stage for future trends. They’re not just part of the conversation; they’re leading it in new directions.
Traits: Forward-thinking, Unshakable, Ahead of trends, Strategic. This is the Trailblazer of the group.
Examples:
- Greta Thunberg: Shifted the global climate conversation, inspiring new generations to act.
- Shonda Rhimes: Pioneered new ways of TV storytelling and audience engagement.
- Mark Zuckerberg: His vision for social networking paved the way for future platforms.
Infuse your anti-hero energy into your social media by:
- Share your forecasts about where your industry is heading.
- Be a thought leader: Publish thought-provoking articles and posts that challenge the status quo.
- Be an early adopter of emerging platforms and technologies.
- Use visuals to illustrate your predictions and plans.
- Connect with people in different fields to broaden your perspective.
Click here for a deeper dive into The Visionary Outsider Anti-Hero Social Media Marketer to see if it’s you!
The Contrarian Commentator: Challenger. Thought provoker. Devil’s advocate.
They love to play devil’s advocate, challenging the status quo and provoking thought. They’re not afraid to speak up and provide a counterpoint to mainstream narratives. They find a way to be critical without being offensive.
Traits: Critical thinker, Provocative, Unafraid of conflict. Challenges status quo. Ready for data-driven debates.
Examples:
- Jon Stewart: Used his platform to challenge politics and media.
- Ben & Jerry’s: Uses their platform to speak directly (and often provocatively) about social justice issues
- Honest Trailers (YouTube): Pokes fun at Hollywood blockbusters by calling out clichés, plot holes, and overblown hype
Infuse your anti-hero energy into your social media by:
- Don’t shy away from sharing a different point of view on popular topics.
- Use data and research to back up your contrarian viewpoints.
- Invite discussion and be prepared to defend your position.
- Don’t just critique; provide alternative ideas and options.
Click here for a deeper dive into The Contrarian Commentator Anti-Hero Social Media Marketer to see if it’s you!
The Underdog: Resilient. Relatable. Rooting for everyone.
Underdogs are the crowd favorites. Their stories are relatable; they’re seen fighting the good fight, overcoming challenges, and achieving success against all odds. They remind us all of perseverance and the human spirit.
Traits: Resilient, Vulnerable, Inspiring. Process- focused. Overcomes adversity and shares it every step of the way.
Examples:
- Rocky Balboa: The quintessential underdog story, battling adversity in and out of the ring.
- Susan Boyle: Her unexpected rise to fame on “Britain’s Got Talent” inspired many.
- Lin-Manuel Miranda: Before “Hamilton,” he was a lesser-known artist fighting for recognition.
Infuse your anti-hero energy into your social media by:
- Document your process, struggles, and victories.
- Connect your personal story to the larger human experience.
- Show how challenges have helped you evolve.
- Celebrate every win, no matter how small.
Click here for a deeper dive into The Underdog Anti-Hero Social Media Marketer to see if it’s you!
Now… Use It.
Each of these anti-hero social media marketer archetypes brings something unique to the table, turning the conventional on its head and rewriting the rules for engagement and influence.
When the online world is saturated with beige content (literally, go look at Instagram and see all the beige), it’s the distinct voices and the bright red leather that stands out.
Whether you resonate with the Maverick’s boldness, the Honest Realist’s authenticity, or the Underdog’s tenacity, there’s a space for you to shine.
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