The Summer Social Strategy: Platform-By-Platform Guide to Staying Hot

Summer is about to be in full swing, and while your audience may be checking in from beach chairs and backyard barbecues - they’re still scrolling, but maybe with a slightly different mindset. This season is all about lighter content, quick hits of inspiration, and a more relaxed digital vibe. Though we all deserve a vacation this summer, social don’t stop! Beyond that, social media strategy is not a one-size-fits-all across each platform. 

What works on TikTok won’t necessarily translate to LinkedIn, and an eye-catching Instagram Reel might miss the mark on Pinterest. Each platform has its own formula for success, and knowing how to tap into it is the key to staying relevant and engaging in a multi-channel way. In this Summer Social Playbook, Radiant Media will help break down what we have seen working on each major platform, so your brand shows up with purpose, not just presence.

TikTok: Trendsetter of the Summer

TikTok isn’t just keeping up with summer trends, it’s creating them in real time. If there’s a platform that is always ahead of the curve, the birthplace of innovation, and the ultimate trendsetter — it’s TikTok. From the latest audio clips to viral visual formats, the platform is a huge indicator of what’s hot right now. The best way to keep your finger on the pulse? Head straight to TikTok’s “Trending” tab and dive into the TikTok Creative Center. These tools give you an insider scoop on what style of content is likely to catch the algorithm in just the right way. What matters the most in all of this is not just riding the wave of what is trending but jumping on the right trends fast and putting your own spin on them before they fizzle out. This will help you apply it to your brand in a way that is relevant and sustainable. Summer TikTok content is going to be quick, unfiltered, and in-the-moment. If your brand can ride that wave this summer, you'll stand out!

As for what to post? Lean into what people are loving, but also make sure it is authentic to your brand identity. Travel content is a no-brainer — airport chaos, packing or unpacking, dreamy vacation clips, and “____ with me” vlogs all feel especially binge-worthy right now. Some of these strategies often withstand the test of time, too! UGC and product demos are also in a class of their own and seem to outdo Google reviews. The goal isn’t a perfectly polished summer dreamscape — it’s your brand’s personality. And let’s not forget the importance of humor. Whether it's melting makeup or iced coffee creativity, summer gives us no shortage of highly relatable content ideas.

To amplify your brand’s reach, hop on rising audio trends early before they hit peak saturation. The TikTok Creative Center is your secret weapon for catching those sounds or trending audios before everyone else jumps in and the world moves on. If you're thinking about influencer partnerships, now's the time to connect with micro-influencers who live and breathe summer vibes. Whether it's beach trips, backyard parties, or slow sunny mornings, their content feels like a natural extension of summer’s warmth. Let’s also not forget: timing matters. Summer scrolling spikes earlier in the morning, around lunchtime, and again late at night. Relaxed routines mean people are more likely to do their scrolling at different hours. Post accordingly, and you just might generate engagement that will put your brand on the map.

Instagram: Vacation Vibes and Stories That Stick

Instagram is the perfect platform for curated-but-casual summer storytelling. Aesthetics are important here, so even if you’re posting from the office or a poolside cabana, the key is making your audience feel like they’re right there with you.. And make it cute. Summer content on Instagram should be warm, approachable, and full of opportunity for you to let your brand’s personality shine. Reels are your best friend here — think sunset outfit changes to grab drinks with the girls, poolside bliss, or quick day-in-the-life clips that capture summer energy by bringing some dynamic content to your feed. Using more natural lighting and outdoor locations can play to your advantage; even a simple outfit Reel looks elevated in golden hour glow. Instagram is the platform where details matter, so using that to your advantage can skyrocket your growth.

Instagram Stories, however, are where your brand gets to show up a little more human. Take your followers behind the scenes of your summer day to day — whether that’s hybrid work-from-anywhere setups, campaign brainstorms from the patio, or a casual Friday iced coffee run. Think of this more like your digital diary. Stories also give you plenty of engagement tools to implement to get people to interact with your content: polls, countdowns, and stickers keep your audience interacting without making them think too hard. It's quick, it's light, and it builds connection. If you’re posting static content, carousel posts or photo dumps are your summer go-to. If you’re using branded templates, give them a little bit of a summer refresh with lighter hues and sun-soaked filters that still align with your overall aesthetic.

LinkedIn: Casual but Credible

Just because it's summertime doesn't mean your professional presence needs to go on vacation, too — though it can totally have a casual Friday here and there. LinkedIn is all about striking the right balance between credibility and approachability. Instead of the usual pitch-perfect case studies or hyper-polished metaphors for life, think more relaxed thought leadership. Try sharing real lessons from your brand’s summer campaigns, team off-sites, or even moments of creative reset. Showing your humanity in a way that still gets your message across is the protocol of this platform. Posts like “What podcast I’m listening to poolside (and how it’ll help my social strategy)” or key points from your summer leadership retreat show you're still plugged in — just with a bit of sun-kissed color on your cheeks.

A more personal edge to posts also tends to perform well during this season. You shouldn’t be scared to show some of your personality here. Yes, LinkedIn historically has a much more professional reputation, but this platform needs realness too! That might mean snapshots of your remote work setup from your backyard while your kids are enjoying their break, or a reflection on maintaining your health and wellness in 100-degree heat. These posts humanize your brand and professional persona. Plus, they invite interaction from your connections who are ultimately in the same position as you on the other side of the screen.

We’ve sung the praises of leaning into community since our inception, so summer time shouldn’t be any different when it comes to tapping into those in your network. Use this slightly quieter digital season to engage more intentionally: join conversations about end-of-the-year planning, reflect on your strategy as a mid-year check-in, or connect with colleagues over industry predictions. Visually, lean into summery infographics, mini-slide decks, or short-form videos with branding that feels like a light summer breeze. LinkedIn doesn’t have to feel stuffy to be smart, and summer is the perfect excuse to show that off.

YouTube Shorts: Short-Form Content, Long-Term Impact

YouTube Shorts has been buzzing and quickly rising into more than just a TikTok alternative. It’s now a discovery engine in its own right, especially for brands playing the long game. Consumers are trusting YouTube Shorts and TikTok reviews of products more than Google these days. How can we leverage this seasonally? In summer, the format is ideal for light, bingeable content that doesn’t require too much planning. Think crafty DIY tutorials, day-in-the-life vlogs, summer home hacks, or quick “you didn’t know you needed this” moments. The key is to keep the content seasonally relevant but evergreen.

Since YouTube’s strong point is searchability, use titles and descriptions strategically. Kind of like SEO for your social media strategy. If you’re sharing travel content: seasonal how-tos, or brand storytelling in bite-sized pieces, help drive engagement and keep people listening. And yes — vertical video is a must. This isn't the place to repurpose widescreen cuts from older campaigns. Tailoring content to the format is non-negotiable if you want to build a strategy that will withstand the test of time rather than doing what’s hot for the summer.

In terms of aesthetics, Shorts can be viewed similarly to TikTok. Lean into your sillier or more creative side, do what feels authentic to your brand identity, and bring a new perspective to old ideas. Summer content should feel bright, clean, and intentional. Natural light helps, and audio still plays a big role: stay current with trending audio clips and music snippets to increase potential views. While YouTube Shorts isn’t as sound-driven as TikTok, it does reward content that taps into popular themes early on.

Pinterest: Summer Moodboard Heaven

Pinterest remains to be the most overlooked platform, but the one with the best summer marketing — especially for brands with visual products or seasonal expertise to share. Whether that looks like a skincare brand focusing on their SPF products or posting summery color palettes that match your branding aesthetic. This platform, more than the others, is where people are actively looking for inspiration: vacation outfit combos, backyard barbecue menu ideas, skincare routines, you name it — Pinterest has got it. If you’ve got content that solves a problem, enhances an experience, or adds beauty to a summer moment, Pinterest is your way to shine.

To stand out on Pinterest, start by packaging your ideas in a way that feels practical and aspirational. Branded pins that deliver value are crucial in leveraging this platform correctly, whether it’s “how to build a capsule travel wardrobe” or “ways to summer-proof your makeup routine.” Use high-quality visuals, bright and eye-catching branding, and text overlays that are scannable at a glance. Another way to improve your strategy is to consider creating seasonal boards that align with your brand’s niche (think “Summer Social Media Vibes”) to showcase your brand’s vision.

Pinterest might typically fly under the radar when it comes to marketing, but it can quietly drive traffic, leads, and brand affinity, especially when you meet users with the ideas they’re already searching for.

Campaign Ideas that Go Beyond Summertime

So, you've got the trends, the platforms, and the tone down — now it’s time to pull it all together. Summer is a perfect time to simplify, streamline, and show up consistently with content that feels cohesive without being cookie-cutter. We heavily encourage leveraging a content calendar for each month, and with Summer hot on our tail, there’s no time to waste. Whether you're building brand awareness or promoting how you can meet your consumers' needs, having daily plans for each platform keeps you posting with purpose.

Want to take the guesswork out of how to level up your social strategy? Radiant Media will help you tap into your team’s natural shine this summer. Whether it’s locking in on LinkedIn or perfecting the Pinterest board of your branding dreams, we’d love to give our two cents!