Marketing

Everything Emily in Paris Gets Wrong About Social Media


By Monique Thomas

Published January 13, 2022

5 minute read

What’s not to Louvre?

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Emily in Paris was Netflix’s most popular comedy series of 2020 – with over 58 million households watching it within its first 28 days. And the second season is just as popular. 

While some argue that the show is a welcome escape from reality, others say it misses the mark when it comes to social media marketing.

So can you really grow your Instagram account that quickly? Is it that easy to launch a campaign? Should you use apostrophes in your hashtags? 

We cover all this and more in a quick run-down of everything Emily in Paris gets wrong about social media. 

And in case you’re wondering, we’re team Alfie.

#1: Growth on Social Takes More Than a Selfie and Generic Caption

One of the most unrealistic things about Emily in Paris is how quickly Emily’s Instagram account grows in the first season.  

"If only it were that easy," agrees Later's Social Media Manager, Mel McKechnie

"In the early days of Instagram, sure, you could post a generic photo with a simple caption. But nowadays, that doesn't fly – unless you’re a major celebrity or creator. Which Emily isn’t."

Emily’s feed is full of selfies, random paparazzi-inspired photos of strangers, and one-word captions – all posted sporadically throughout the day. 

If this is all it takes, everyone would be a social media superstar.

And when it comes to her strategy as an account manager, things get even more questionable.

When creating content for Chez Lavaux, we admit, chef Gabriel does have mass market appeal. But where are the posts about the actual restaurant (and its food)? 

While you don’t need to have incredibly long captions or picture-perfect photos, it helps to have content pillars you can reference to help you storytell, be consistent, and create content that resonates with your audience. 

FYI: You can plan, schedule, and publish your social media posts in advance with Later. Sign up today! 

#2: Apostrophes in Hashtags Are a Rookie Mistake

Let us repeat: rookie mistake. 

Emily uses hashtags on Instagram (which is good), although they’re not very relevant to her content.

However nothing beats the hashtag faux pas that had us simultaneously laughing and rage-tweeting: using an apostrophe. 

Image via Netflix

"The apostrophe in the hashtag is almost as bad as putting a link in your caption. Almost," says Lindsay Ashcraft, Later's Social Media Specialist. 

"But seriously, with the right hashtag strategy, you can increase your reach and build a community of people who’ll engage with your content.” 

Hashtags are a longterm game and require constant experimentation and analysis. 

But mixed with valuable content and a consistent posting cadence, you can reach new, highly-engaged audiences.

Just don’t forget to double-check for apostrophes.

For everything you need to know about hashtags, read our Ultimate Guide to Instagram Hashtags in 2022.

#3: Using Buzzwords Like “Brand Awareness” and “Gorgeous Content” Is Not an Actual Strategy

Emily loves buzzwords. Both seasons are full of her using “brand awareness” and “gorgeous content” to explain why a social campaign will be successful.

And while we too appreciate buzzwords (hello, “authenticity”), a real social media strategy includes SMART goals. 

We don’t actually know how Emily plans to raise brand awareness aside from “going viral.” 

Gorgeous content is nice, but it isn’t an actual strategy. Virality, while great, isn’t an actual goal.

What’s the budget? The timeline? The resources needed? What were the results and key learnings from previous campaigns? Show your receipts, Emily. 

Need help setting realistic goals for the year? Bookmark this: How to Set Social Media Goals for 2022 (+ Achieve Them!)

#4: Unlimited Budget? Free Promo From a Major Designer? In Our Dreams

We know Emily in Paris is a fictional show, but if it wasn’t, she’d be the luckiest marketing strategist on the planet. 

An internationally renowned fashion designer shares an exclusive product collaboration on his Instagram with no contract, terms, or budget? 

In our dreams. 

Image via Netflix

Not only that, but Emily does all of this without getting approval from her client (for both the product and the social post) – and she doesn’t get fired? Please.

There’s lucky, and then there’s Emily in Paris lucky.

FYI: Our Ultimate Guide to Instagram Influencer Marketing covers everything from finding the right influencers to properly disclosing sponsored posts, and more. 

#5: Where’s the Short-form Video Content? Emily, You’re Supposed to Be a Social Media Expert!

From Instagram Reels to TikTok to Stories content to livestreams – video is having a major moment on social media. 

But in season two of Emily in Paris, it’s basically non-existent (aside from the horrifying champagne incident). 

“It’s time to jump on the short-form video trend, Emily,” jokes Later's Social Media Lead, Christine Colling

“TikTok was only mentioned once in the second season as a throwaway line. There’s no way she wouldn’t be at least experimenting with the app,” adds Christine. 

In the real world, Emily would be posting Stories or cute TikToks from Café de Flore quicker than you could say pain au chocolat.  

Need some inspo for your next TikTok post? We’ve got you covered: 10 TikTok Ideas To Try Right Now

But Emily in Paris Does Get Something Right When It Comes to Social Media…

And that's putting mental health first. When social media is part of your job, it can be hard to disconnect

In season two, Emily finally puts down her phone over the weekend – ignoring all DMs, comments, and emails.

Needless to say, we can relate – which is why Later has a free social media scheduling tool that’s trusted by millions of brands, marketers, and small businesses. 

In 2022, there’s never been a better time to check in on your mental health. Schedule those posts in advance and take a vacation. You deserve it.

Later makes it easy to schedule social content on multiple platforms, so you can turn on your OOO, stress-free. Get started now:

Stay on top of the biggest social media marketing trends!

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