{"id":30967,"date":"2022-06-02T06:00:00","date_gmt":"2022-06-02T11:00:00","guid":{"rendered":"https:\/\/freshcup.com\/?p=30967"},"modified":"2022-08-17T23:36:13","modified_gmt":"2022-08-18T04:36:13","slug":"couplet-coffee-is-doing-coffee-social-media-better","status":"publish","type":"post","link":"https:\/\/freshcup.com\/couplet-coffee-is-doing-coffee-social-media-better\/","title":{"rendered":"Couplet Coffee Is Doing Coffee Social Media Better"},"content":{"rendered":"\n

[W]hen I opened Couplet Coffee\u2019s Instagram page<\/a> for the first time, I was dazzled by COLOR.\u00a0<\/p>\n\n\n\n

The same thing happened on their website<\/a>. Couplet\u2019s Twitter account<\/a> reads like a romp through a Gen Z mind that occasionally drinks coffee. Their TikTok account<\/a> is sort of about coffee\u2014but it\u2019s mainly about Couplet Coffee founder Gefen Skolnick. <\/p>\n\n\n\n

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Gefen Skolnick<\/figcaption><\/figure>\n\n\n\n

Much of the content goes against conventional advice on how companies should handle social media, but as Couplet\u2019s runaway success<\/a> over the last few months has shown, it\u2019s working.<\/p>\n\n\n\n

Great Coffee Should Be Accessible<\/strong><\/h3>\n\n\n\n

When she graduated from college and started Couplet, Skolnick leveraged her existing Twitter community to raise initial funding for the business. It wasn\u2019t part of her plan, but as she mentions in her account of this process<\/a>, the community she had built around her Twitter presence helped build trust in her. Skolnick\u2019s social media voice is rooted in Gen Z culture but also has intelligent takes on the tech industry, being a founder, and start-up businesses. <\/p>\n\n\n\n

She extended that voice into Couplet Coffee\u2019s social media presence, creating a cute, inclusive, and approachable brand. When we sat down to chat about how she arrived at this voice for Couplet, Skolnick was refreshingly vulnerable about it. \u201cI\u2019ve been an outsider to the specialty coffee world for a while,\u201d she started. It took her a \u201csignificant amount of time\u201d to figure out the industry and the major players. From the consumer side, she witnessed a lack of accessibility in specialty coffee\u2014from the jargon present on retail bags to the \u201cbougie\u201d reputation specialty has developed.\u00a0<\/p>\n\n\n\n

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Skolnick steered clear of that for Couplet. The website has phrases like \u201cMake it cute\u201d and \u201cGreat coffee shouldn\u2019t be douchey\u201d displayed prominently. Some of this came out of conversations with friends who didn\u2019t understand her obsession with specialty coffee pre-Couplet; the rest is her own desire to welcome in people who have been traditionally excluded. She compared her approach to other specialty coffee \u201cbehemoths\u201d as different waves, thinking of Couplet as a new wave, signaling a significant change to come.\u00a0<\/p>\n\n\n\n

A Fourth Wave in Marketing<\/strong><\/h3>\n\n\n\n

Marketing trends come and go, but Couplet is tapping into a lasting difference in how people interact with companies. Consumers tend to know when they\u2019re being marketed to and when a brand is pandering. Couplet\u2019s social media feels more real, especially to younger consumers, because there\u2019s clearly an actual person tweeting and posting pictures, not a marketing strategy edited to within an inch of its life. <\/p>\n\n\n\n

Couplet achieves relatability through the visible presence of the founder\u2014Skolnick is all over the brand\u2019s TikTok, for instance\u2013and how the brand interacts with customers and potential customers. It\u2019s not all about selling. Simple tweets like \u201cgm bb\u201d (good morning, baby) feel like a friend\u2019s text. Retweeting jokes about shitposting, or being intentionally provocative or off-kilter, acknowledges that they\u2019re on top of what they\u2019re doing. Importantly, when they use the brand\u2019s social media to poke fun at things, it\u2019s always at their own expense, rather than punching down.\u00a0<\/p>\n\n\n\n

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facts https:\/\/t.co\/E131xSFXwW<\/a><\/p>— Couplet Coffee (@CoupletCoffee) May 18, 2022<\/a><\/blockquote>