How Government Agencies Are Redefining Marketing and Social Media

Government agencies are often seen as traditional, formal, and (let’s face it) a little rigid.

But recently, a dynamic shift has taken place; from the IRS cracking jokes on Instagram, to the U.S. Consumer Product Safety Commission dropping meme-worthy content … all we can say is, the game has changed.

Agencies once hesitant to embrace social media or creative marketing are now leading the charge with bold, engaging, and effective strategies.

And you should, too.

The Evolution of Government Marketing and Social Media

A decade ago, government agencies that were engaging in social media marketing were seen as controversial (even inappropriate).

In fact, when the IRS launched its Instagram account, critics questioned whether a tax collection agency should even have a social presence. Fast forward to today, and agencies like the IRS are showcasing humor, creativity, and relatability while maintaining a professional position.

Key Drivers of Social Change in Social Media

This shift has a ripple effect from broader marketing changes, as companies realize that engaging with the public on their preferred platforms drives awareness, trust, and even compliance (go figure!).

So, what is driving this shift?

1. The Rise of Social Media: People spend time on platforms like Instagram, Twitter, and TikTok, making them prime real estate for public communication.
2. Changing Public Expectations: Audiences expect real-time updates, accessibility, and even entertainment from the brands they follow — even government ones.
3. A Need for Transparency: Social media has become a tool for showcasing government accountability and transparency in a digestible format, the good and the bad.

GovCon Agencies Making Waves in Marketing

A few agencies are leading the charge of change, and they’re doing it seamlessly on brand while also embracing the shift to marketing with a little personality:

The IRS: The IRS has gone from a dry, bureaucratic voice to a creative and relatable presence. By using memes, quirky captions, and digestible educational content, the IRS has managed to demystify tax season for millions of followers.

During tax season, they shared an Instagram reel reminding people about deductions with the caption, “Don’t let FOMO hit you at filing time — know your deductions!”

U.S. Consumer Product Safety Commission (CPSC): The CPSC has redefined how government agencies can use humor to demystify serious topics like product recalls and safety hazards. Their tweets, often written in meme-style language, have made safety messaging viral.

A tweet featuring a toaster captioned, “If your toaster is doing this (cue flames), it’s time for a recall. Check cpsc.gov for updates!”

National Park Service (NPS): The National Park Service leverages stunning visuals of parks while pairing them with quirky, playful captions.

A tweet featuring a photo of a foggy park captioned, “BRB, lost in thought. Also lost in this fog. #FindYourPark.”

Why Creative Marketing Matters for Government Agencies

Despite these change-makers, it’s common for government communications to shy away from bold marketing out of fear of backlash or seeming unprofessional. But sticking to safe, monotonous communication can slow growth, outreach, and effectiveness these days.

Here’s why creativity is key:

1. Building Trust and Transparency: Engaging content fosters trust by making agencies appear approachable and human. It breaks down barriers between the government and the public and creates a sense of community.
2. Improving Public Awareness: Fun and creative campaigns capture attention, making critical information more likely to stick with audiences.
3. Expanding Reach: Creative content is more likely to go viral, reaching a broader audience and amplifying key messages.
4. Fostering Engagement: Humor and relatability encourage comments, shares, and interaction, creating a two-way dialogue.
5. Overcoming Stigma: Agencies often face negative public perception. Smart marketing can shift narratives and build goodwill.

How to Approach GovCon Marketing in 2025

For GovCons nervous about standing out, here are actionable steps to embrace creativity while staying aligned with agency goals:

1. Understand Your Audience: Before experimenting, do your research and know your audience. What platforms do they use? What type of content resonates with them?
2. Start Small: You don’t need to reinvent your entire strategy overnight. Begin with small, low-risk campaigns to test creative approaches.
3. Blend Fun with Function: Humor and creativity should support (not overshadow) your core message. For example, using a meme to explain a new policy or initiative drives content that is both engaging and informative.
4. Leverage Data: Use analytics to measure what works and what doesn’t. Social media platforms offer in-depth data to track engagement, reach, and audience preferences.
5. Collaborate Internally: Bring together teams from communications, design, and leadership to brainstorm campaigns that balance creativity with professionalism.

Five Best Practices for Creative Government Marketing

To help you get started, here are five best practices for successful marketing in the public sector:

1. Speak the Language of Your Audience: Use conversational tones or humor to make complex topics more approachable.
2. Use Visual Storytelling: Aesthetic graphics, videos, and infographics help break through the noise and simplify messaging while staying on brand.
3. Create Shareable Content: Design content that audiences will want to share, whether through humor, beauty, or relatability.
4. Engage in Real-Time: Use trending topics, hashtags, or events to connect with what’s happening now.
5. Be Transparent: Always make sure your campaigns align with agency values, communicate clearly with the public, and don’t shy away from addressing difficult topics head-on.

For many GovCon leaders, the idea of standing out feels risky. What if it doesn’t work? What if there’s backlash?

The truth is, creativity does not mean compromising professionalism; it means meeting people where they are and delivering your message effectively.

And StellaPop Marketing (and GovCon communications experts) can help.