CASE STUDY:
Visible
Overview
In a category that competes on price and punchlines, Visible by Verizon holds something its rivals can’t borrow: a name that doubles as a point of view. This independent concept turns that name into a year-round, open platform and social-first campaign. Become Visible is a social-first movement that spotlights people and shares their stories, giving Visible a reason to matter to a generation beyond the deal.
The Problem
On all platforms, Visible posts
generic Gen-Z content.
Visible owns a point of view. Its social media doesn’t use it.
Visible competes in a category where every brand says the same thing: low prices, no hidden fees, a little humor. Mint, Cricket, Metro, and Visible all promise some version of transparent pricing, so price alone no longer gives anyone a reason to choose, or care about, one over another.
Visible’s social presence shows it. It’s the lowest-performing of the four brands, averages about 12 likes per TikTok, has been quiet on X since May 2024, and has no YouTube content at all. Its posts are generic Gen-Z content that could belong to any carrier.
That matters because Visible owns something its rivals can’t borrow: a name that is already a point of view. It just isn’t using it. Without a reason to matter beyond the deal, Visible competes on price alone, and a generation that expects brands to stand for something has no reason to follow, share, or stay.
Social Media Content Analysis on Visible
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Instagram
With only 57.2k followers, Visible posts 2-3 times a week, averaging about 39 likes and 2 comments per post.
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TikTok
Although Visible’s TikTok account has the highest number of followers of all of its platforms, Visible is still the least followed brand. With only 80.7k followers, which is 30k fewer than Mint Mobile, Visible posts 2-3 times a week, averaging about 12 likes and 4 comments per post.
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X
With only 29.9k followers, Visible has over 22k posts up to May 28, 2024. Nothing has been posted since.
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Facebook
With only 77k followers, Visible posts 1-4 times a month, averaging about 43 likes and 131 comments per post.
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YouTube
Although Visible has 21.8k subscribers, it has no YouTube content, limiting its growth potential.
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Threads
With 10k followers, Visible’s Threads account has the least followers and performs the least. Visible posts randomly, with a noticeable time gap between July 7, 2026 and February 13, 2026 (5 month gap). The posts average about 2 likes and 0-2 comments per post.
Social Media Follower Count (in thousands)
Insights
The account with the lowest number of followers is Visible on Threads, with 10,053 followers.
The account with the highest number of followers is Cricket Wireless on Facebook, with 1.1 million followers.
Visible’s social media is the lowest-performing brand out of all four brands on all 6 platforms.
Visible’s TikTok has the most followers out of all its platforms with 80.7k followers, but it is still 30k behind Mint Mobile.
The Solution
Reimagining the Strategy
To stand out from competitors, Visible can build its brand socially through its name (e.g., #ProudlyVisible was a hashtag they used to signal their alliance with the LGBTQ+ community). This name can become more than a hashtag and more than a once-a-year declaration of an alliance. This attachment to the social movement will catch on nationwide.
“We’re making movements mobile.”
“Become Visible.”
Gen Z is the most socially aware generation (Source 1, Source 2). The company has already used its name to promote social awareness by using the hashtag #ProudlyVisible during Pride Month. However, by attaching its name and platform to other social movements, Visible can become a brand that truly acts for change. Tying the campaign to the brand name with this tagline would make the name more meaningful and memorable, and it would also grow social media activity.
“Vote with Visible.”
By providing people with mobile devices, Visible can empower users to vote by providing voting alerts/reminders and resources that educate people about things like registering to vote, candidate information, and voting information.
Both Visible and Verizon are only providing voting information with this campaign; they are nonpartisan.
With Visible’s affordable plans that come with a phone, customers will be able to access resources, contact authorities and organizations, and report cases of social injustice through Visible’s app. Because Visible’s plans are more affordable, this makes social activism more accessible.
Creative Direction -
Brand & Photography Rules
Using photography is what drives the creative, visual direction. I want to use photos that evoke deep emotions. I’d use colored photos for videos and video thumbnails. I’d use black-and-white photos and use the brand colors (#1900fb, #ffffff, and #000000) to accent static social media posts. I would use the brand’s logo on every visual, but we may replace the dots of the “i” from the official logo with human eyes since the logo has a human facial expression.
Social Media Strategy
TikTok
A place to target Gen Z and Gen Alpha (and a place to A/B test short-form videos)
Post street interviews asking, “How do you want to be visible/seen?”
Post street interviews asking, “Who’s invisible to you?”
Post street interviews with people sharing their stories
Post 1-2 times per day with the hook in the first 1.5 seconds
Facebook
A place to share everything with all generations
Post long-form stories both on the official page and in community group pages
Share posts about campaigns, contextual information, voting information, and phone plans
Post 4-5 posts per week
Instagram
A place to target Gen Z and Millennials
Post carousels with stat posts and stories
Post stories for voting reminders
Repost the best TikTok videos as Reels
Post 5 feed posts per week plus daily stories
X
Post real-time commentary “news” and thread storytelling
Post 1-2 posts per day (lowest ROI of the six platforms)
YouTube
Repost the best-performing TikTok cuts as YouTube Shorts
Post 1 recurring series: "Visible Voices," which are 3-5 min interviews
Post 2-3 Shorts per week and 1 long-form a month
Threads
Make text-first, conversational posts with daily prompts, replies to cultural moments, and behind-the-scenes content.
Post once a day
Projected Impact
(posting daily over a 12-month period without paid spend)
3 Scenarios:
Base: steady daily posting, gaining ~600k-900k total across all six platforms.
Growth: paid media support and creator partnerships layered on top. ~1.2M-1.8M total.
Breakout: one movement moment goes national, tied to a named trigger such as an election cycle, a creator collab, or a story that breaks out. Millions. This is the upside case, and it depends on a specific moment landing, which is why it is shown as its own scenario rather than the baseline.
Because the brand would be attached to a social movement, the social media manager would have more content to post and enough to post every day:
statistical posts
sharing stories
videos that report the news
taglines
Projected follower growth, 12 months, at daily posting cadence with no paid spend:
TikTok: 80.7k to 200k-300k. Street interviews are the highest-virality format in the plan.
Facebook: 77k to 150k-250k. Long-form stories and community event pages reach a broader, older audience.
Instagram: 57.2k to 130k-170k. Reels cut from TikTok footage carry the growth.
X: 29.9k to 45k-60k. Lowest ROI of the six, kept for real-time commentary only.
YouTube: 21.8k to 45k-65k. Doubles simply by publishing consistent Shorts where there is currently no content.
Threads: 10k to 35k-50k. Lowest base and easiest lift, driven by daily text-first prompts.
This would generate more shares and followers because the content would share emotional stories, impactful content, and news. With a social movement attached to the brand, people will always have something to talk about the brand, and more people would switch to Visible by Verizon.
DISCLAIMER: This is a concept campaign, so the numbers below are projections, not results. Each figure is built on Visible's current baseline, published competitor benchmarks, and the posting cadence in the Social Media Strategy section above. The goal is to show how we would measure success, not to promise a specific outcome. Assumptions are baselines pulled from the Market Research section (data as of October 8, 2026). Engagement targets assume a shift from generic content to story-led and movement-led content, which historically earns higher save and share rates. Follower ranges assume a consistent daily cadence with no paid amplification unless noted.