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What happens when content doesn't connect?
I started out editing YouTube videos on an iPad Mini, just a kid in his bedroom obsessed with building connection in online fandoms.
Fast forward to now, and that instinct is my job. I’m a Creative Translator, bridging the gap between brand strategy and content that actually connects with people.
So when I took a closer look at iconic Red Bull’s social media strategy, the gap between their brand presence and community presence was loud and clear.
They have the reach. They have the budget. But if they want to win? They’re going to need more than polished stunts and cinematic drone shots. They need connection.
10/09/25 - Author: Robert Francois
Let’s start with the numbers.
TikTok Audit:
- @redbull
- Followers: 19.8M
- Total Likes (25 posts): 4,282,200
- Total Comments (25 posts): 38,068
- Total Views (25 posts): 65,591,000
Top 3 Posts:
- Post #12
- Post #14
- Post #19
Key Insights:
- Red Bull’s top-performing TikToks feature high-speed stunts, cinematic shots, and adrenaline-heavy visuals. No surprise. Their bread and butter.
- But while views are massive, comment sections are ghost towns. There’s almost zero replies, interaction, or call-to-action.
- No TikTok-native features like stitches, duets, or fan integration. It feels more like a content archive than a community.
Bottom line: Red Bull is uploading content, not building conversation.
Instagram Audit:
- @redbull
- Followers: 30.1M
- Total Likes (25 posts): 25,310,594
- Total Comments (25 posts): 67,007
Top 3 Posts:
- Post #14
- Post #16
- Post #19
Key Insights:
- Reels dominate Red Bull’s engagement, especially high-energy, aesthetically sharp clips.
- Still, the brand rarely interacts with fans. Comments go unanswered. Captions offer little context or CTA.
- It looks beautiful. But it doesn’t feel human.
Bottom line: Instagram content is aspirational but passive. Polished and pretty, but not participatory.
So... What’s the Gap?
Like many brands, Red Bull’s social strategy is stuck in “broadcast” mode. Everything is high-energy, high-concept, and high-budget. But Gen Z doesn’t just want to watch a brand perform. They want to co-create, participate, and feel seen. And that’s not just a creative insight. It’s backed by behavior.
According to HubSpot, 24% of social users have actively participated in an online community in the past three months. And more than 70% of Gen Zers say they stay loyal to brands that reflect their personal values. So the expectation isn’t just for content; it’s for conversation.
Red Bull has the stage. But Gen Z wants the mic, too.
What Community Could Look Like
If you want to know what loyalty looks like when community leads, here’s a real example from my own past: my YouTube channel.
I built a 65K+ subscriber fan base not by chasing trends, but by emotionally editing with my audience in mind. I stitched together their favorite memories from The Flash, spotlighted fan commentary, and stayed active in the comments.
The result? 23 million organic views and thousands of comments that said things like:
“I feel so seen.”
“I didn’t even realize how much I needed this.”
“You really get us.”
And that’s the kind of energy Red Bull is missing. Their fans aren’t short on passion. They just need a brand that gives them room to co-create.
What’s Working, What’s Not
What's Working
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Massive reach. Between TikTok and Instagram, Red Bull is everywhere.
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Viral-ready visuals. The brand knows how to stun, thrill, and attract attention.
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Deep roots in culture. Their identity is established and recognizable.
What's...Not
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Lack of two-way communication. Almost no replies, stitches, or fan recognition.
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Overreliance on spectacle. It looks cool, but it doesn’t build community.
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Weak call-to-actions. Viewers aren’t sure what to do next. Buy? Join a community?
Don't worry, there are solutions!
Based on the audit, and years of creator strategy experience, here’s what I’d recommend for Red Bull’s next wave of content:
1. Prioritize Two-Way Engagement
Start replying to comments. Use TikTok stitches or duets. Run challenges that invite fan content. Give followers something to do, not just watch.
2. Feature Everyday Creators & Micro-Voices
Not every video needs to be a Red Bull athlete mid-flip off a mountain. Highlight real people using your product—college students, local sports teams, underdog creators. That’s where community grows.
3. Build Clear CTAs Into Social Posts
Add simple, intuitive next steps in captions and overlays: “Join our community on YouTube.” “Try this flavor near you.” “Tag a friend who’d do this with you.” Give people a reason to click, comment, and come back.
4. Balance Polished With Playful
A reel of a pro skier doing a triple backflip? Cool. A TikTok of a Red Bull employee trying all the weird flavors in a blind taste test? Even cooler. Audiences want to laugh with you, not just admire at you.
Final thoughts
Content Is Easy. Connection Isn’t.
Red Bull already has the cinematic power, cultural relevance, and budget. But the next step, the one that earns emotional loyalty, means showing up like a creator, not a corporation. It means designing social content like you’re building a fandom, not just a following.
That’s what I do. That’s what I’ve done, from YouTube community-building to creative brand strategy.
If you're ready to turn scrolls into conversations, and content into connection, let’s talk. Because when brands build with community in mind? They last.
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