Social Media Marketing Mistakes from Emily in Paris: Lessons We Can’t Ignore

In Netflix’s hit series Emily in Paris, Emily Cooper, the young American marketing professional, dazzles Paris with her vibrant outfits, catchy Instagram captions, and cheeky charm. But when it comes to her social media strategies, not everything is as picture-perfect as her Instagram grid. Behind the beautifully filtered snapshots, there are some glaring social media marketing mistakes we can't ignore. Let’s break down Emily’s social media missteps and see what we can learn from them.?

"Just Post It!"—The Absence of a Clear Strategy

In Emily in Paris, one of Emily's go-to tactics seems to be posting spur-of-the-moment photos with catchy hashtags. While spontaneity can sometimes work in personal branding, it’s a dangerous game in the world of professional social media marketing.

Emily’s flaw: No clear strategy. What could go wrong: Posting random content without a proper content calendar can result in an inconsistent brand message and missed opportunities for engagement.

Lesson: Every social media campaign should be backed by a strategic plan. This includes defining target audiences, setting specific goals (whether it’s brand awareness, lead generation, or engagement), and outlining content types for each platform. Posting without intent is like wandering Paris without a map—fun, but not productive.

As Emily once said, "I feel like Nicole Kidman in Moulin Rouge!", but even Kidman had a script to follow.

"What’s a Hashtag?"—Misusing Hashtags

Emily seems to love hashtags. In the show, she adds quirky and fun tags like #OhCrepe or #RoomWithAView, believing they’ll help her go viral. However, random hashtags can dilute a brand's message rather than enhance it.

Emily’s flaw: Using hashtags without relevance or research. What could go wrong: Hashtags that don’t connect with your niche or target audience won’t help you gain traction and can result in low visibility or engagement.

Lesson: Use a mix of trending and niche-specific hashtags that align with your brand. Tools like Hashtagify or Sprout Social can help in researching relevant tags. Remember, less is more—10 well-chosen hashtags will perform better than 30 random ones.

As Emily would say: “C’est la vie," but social media algorithms are far less forgiving.

“Not Everything is Content” — Oversharing Without Value

One of Emily’s most notable mistakes is posting every single moment of her life. While her feed is filled with aesthetically pleasing snapshots of croissants, the Eiffel Tower, and Parisian streets, there’s little added value for her audience.

Emily’s flaw: Posting content without considering what value it brings to the audience. What could go wrong: Oversaturation of personal content can alienate your audience and reduce the professional credibility of a brand’s account.

Lesson: Content should serve a purpose. Whether it’s educating, entertaining, or inspiring your audience, each post must align with your brand values. Not everything is share-worthy, even if it’s happening in the City of Light.

Ignoring Audience Engagement

For someone who is supposedly a social media expert, Emily doesn’t spend much time interacting with her followers. Sure, she’s busy with her new Parisian life, but she rarely responds to comments, engages with user-generated content, or joins relevant conversations.

Emily’s flaw: Focusing only on posting, and neglecting engagement. What could go wrong: Failing to engage with followers leads to low retention rates, limited brand loyalty, and decreased visibility on social platforms.

Lesson: Social media is a two-way street. Respond to comments, like user-generated content, and actively engage with your audience. Engagement builds relationships, trust, and a loyal following. Emily may be “ringarde,” but ghosting your audience is far worse.

"Going Viral Isn’t Everything"—Chasing Viral Moments

In the show, Emily’s viral moment arrives when she unknowingly sparks controversy at a restaurant, and her post blows up. While it’s tempting to chase viral success, basing your entire social strategy around it can be problematic.

Emily’s flaw: Focusing on virality instead of consistent growth. What could go wrong: Viral moments are fleeting and may not lead to long-term success. Depending on them can harm the brand’s growth strategy.?

Lesson: A sustainable social media plan focuses on gradual and consistent growth rather than viral sensations. Consistency, authenticity, and value are far more important than trying to recreate viral moments. After all, what happens after the 15 minutes of fame fade??

"No Metrics, No Progress" — Not Tracking Results

Throughout the show, Emily never seems to talk about her performance metrics. She’s so caught up in creating content that there’s no mention of tracking engagement rates, conversions, or the overall success of her posts.

Emily’s flaw: No data analysis or performance tracking. What could go wrong: Without tracking metrics, you can’t improve your strategy or know what’s working and what’s not.?

Lesson: Tracking your social media performance is crucial for understanding what resonates with your audience. Tools like Google Analytics, Facebook Insights, or Hootsuite Analytics can give you valuable insights into how well your posts are performing. Don’t just post—analyze and optimize.

As Sylvie would say: "The devil is in the details," and in this case, the details are in your metrics.

“The Influencer Misstep” — Missing Out on Influencer Marketing Strategy

In the show, Emily collaborates with influencers, but her approach is often surface-level. She treats influencers like content machines rather than strategic partners.

Emily’s flaw: Not fully integrating influencers into the broader brand strategy. What could go wrong: Superficial influencer collaborations may not produce authentic or lasting brand awareness.

Lesson: A well-executed influencer marketing campaign is built on relationships, not just posts. Choose influencers who align with your brand values and target audience, and collaborate with them on a deeper level. This adds authenticity and credibility to your brand.

As Emily would hashtag it: #BigMissedOpportunity.

Conclusion: "Fake it till you make it" Isn't a Social Media Strategy

Emily’s Parisian adventures in the world of marketing might be fun to watch, but they’re not the best examples of how to run social media for a brand. Sure, her feed is gorgeous, but social media marketing is about much more than pretty pictures and catchy captions.

For real success in social media marketing, you need a strategic approach that goes beyond virality and aesthetics. As we’ve seen, planning, engagement, and tracking your results are crucial to building a brand that thrives on social media. While Emily might say, “You don’t have to be French to have French style,” you do need a solid strategy to master social media.

So, the next time you feel inspired by Emily in Paris, just remember: there’s more to marketing than a pretty post.