The Internet Isn’t Forever.

Hey honeys and hustlers,

Brandy and Monica sharing a stage isn't just momentous for millennials and GenX R&B lovers who watched their alleged beef unfold in real time. The two icons—who famously didn't speak for years after their 1998 duet—are finally touring together. And instead of just posting about it on their existing social media accounts, they created something smarter: a dedicated social media presence just for the tour.

@TheBoyIsMineTour is its own entity. Its own vibe. Its own moment in time. And when the tour ends? The account will probably go quiet. Maybe archive. Maybe disappear entirely. And that's exactly the point. Not everything needs to be evergreen. Not everything needs to live forever on your main brand account. Sometimes, the smartest move is to create a contained, time-bound experience that feels special precisely because it won't last.

Welcome to the era of specialty social media accounts.

Most brands and creators are terrified of fragmentation. "We need to consolidate! Keep everything under one roof! Who’s going to post across all these accounts?!" I get it. Managing multiple accounts sounds exhausting. But specialty accounts aren't about more work. They're about focus. When you create a social media account specifically for a campaign, product launch, or moment, you get a few special advantages:

1. Clarity of Purpose

Your main account has to juggle a lot. Behind-the-scenes content, product updates, community engagement, customer service, evergreen content, and timely commentary. It's a lot of hats.

A specialty account has one job. For The Boy Is Mine Tour, the goal is to excite people about the tour and document the experience. That singular focus means every post can ladder up to the same goal. No mixed messages. No confusion about what this account is for.

2. Permission to Go All In

On your main account, you might worry about oversaturating your audience. "Am I posting about this launch too much? Are people getting annoyed?" With a specialty account, people opt in because they want that content. They're following specifically for updates about that thing. You can't oversaturate an audience that showed up for saturation.

Brandy and Monica can post multiple times a day about tour dates, behind-the-scenes rehearsal footage, fan reactions, ticket links—whatever. Because if you followed @TheBoyIsMineTour, that's what you signed up for.

3. Built-In FOMO

When something is temporary, it automatically feels more urgent. More special. More worth paying attention to right now. Evergreen content is great, but it doesn't create the same energy as "this won't be here forever." Specialty accounts tap into the psychology of limited-time experiences. People follow because they don't want to miss out.

4. Cleaner Analytics

When you're running a campaign from your main account, it's hard to measure impact. Which followers came from the campaign? Which engagement was related to it versus your other content? A specialty account gives you clean data. Every follower, like, comment, and share is directly tied to that initiative. You can measure success without having to parse through mixed signals.

5. Collaboration Without Complication

If you're partnering with someone—another creator, a brand, a co-host—having a shared specialty account is way easier than trying to coordinate cross-posting between multiple personal accounts. Brandy and Monica each have massive followings and distinct brand identities. But The Boy Is Mine Tour is a joint project. Having a dedicated account makes it a true collaboration, not just two separate people promoting the same thing.

Specialty accounts aren't new, but they're underutilized by creative entrepreneurs. Here are some examples of brands and creators nailing this strategy:

Peanuts/Snoopy Accounts

The Peanuts brand has separate social accounts for different moments—including fashion. @Snoopyinfashion is the hub for Peanuts’ official brand products and features images of kids wearing the clothing (which is great for their partnership with GAP). The main account, @snoopygrams, remains intact for the rest of the brand.

Dr. Seuss's "The Grinch"

@drseuss leverages characters at different points throughout the year. The Grinch has a social media presence on the account that ramps up around the holidays. The Grinch isn't trying to be relevant year-round. It leans hard into its moment, posts prolifically during November and December, and then fades into the background. No one expects The Grinch to be posting in July. That's not his vibe. But I really do miss him because those videos were hilarious.

Movie and TV Show Accounts

Almost every major film or TV release has its own social account. Think Stranger Things or Succession. These aren't run by individual actors or creators—they're campaign-specific accounts designed to build hype, share exclusive content, engage fans, and drive viewership. Once the show’s season ends, the movie leaves theaters, or the press tour is over, the account either pivots to legacy content, shares clips from the show, or goes dormant.

Event-Specific Accounts

Conferences, festivals, and live events create dedicated social accounts every year. @SXSW, @Coachella, @ComplexCon—these accounts exist to hype the event, share real-time updates during it, and keep the momentum going afterward. They're not trying to be general lifestyle brands. They're laser-focused on the event experience.

Product Launch Accounts

Some brands create accounts for specific product lines. Glossier did this with @GlossierPlay, a sub-brand with its own identity and audience. Nike has done it for specific sneaker releases. The account exists to serve fans of that specific thing, not the entire brand. The account is now private and points you to the main Glossier account. Their previous campaigns, @glossierboyfriends, @glossierbrown, and @dogsofglossier have all reached their end as well.

Here are some scenarios where a specialty account could make sense:

1. A Limited Series or Challenge

If you're running a 30-day challenge, a seasonal series, or a short-run podcast, give it its own account. Let people opt in specifically for that content. When it's over, you can archive it or keep it as a resource. For example, If I wanted to turn my February podcast challenge into an annual event, I could create @HHBookClub or something and use it every February. People who want daily podcast content can follow that account without overwhelming my main Honey & Hustle feed. But ain’t nobody got time for that (unless you’re trying to help me next year 👀).

2. A Collaborative Project

If you're co-creating with someone else—a joint newsletter, a collaborative product, a shared event—having a neutral account helps it feel less like "your thing" or "their thing." It becomes "our thing." For example, Michelle, Corey, and I could create a dedicated account for our Substack livestreams and upcoming virtual summit (with new dates!) instead of coordinating cross-promotion across five personal accounts.

I feel like I’m noticing a pattern here…

3. A Major Launch or Campaign

If you're launching something big—a book, a course, a product—and you know you're going to be talking about it a lot, consider giving it its own space. For example, an author launching a book could create an account specifically for that book's release, filled with behind-the-scenes writing process, cover reveals, launch day updates, and reader reactions. Once the launch window ends, the account can become an evergreen hub for readers discovering the book later by sharing earned media mentions, your podcast and media appearances, and book reviews.

4. A Regional or Niche Sub-Brand

If part of your business serves a very specific audience or location, a specialty account lets you speak directly to them without alienating your main audience. For example, if I decided to focus Melanin MVP specifically on women's volleyball, I could create @MMVP_Volleyball for superfans of that sport. The main @MelaninMVP account could still cover all women's sports, but the sub-account serves a niche. Bleacher Report does this really well.

5. An Ongoing Series with Distinct Identity

If you have a recurring content series with its own identity and following, it may warrant its own account. For example, if a YouTuber or newsletter creator has a weekly podcast separate from their main content, creating a dedicated Instagram and TikTok account for the podcast lets them grow that audience independently.

Before you go creating 17 new Instagram handles, let's set some ground rules:

✅ Do:

❌ Don't:

The Boy Is Mine Tour won't last forever. The social account won't either. And that's what makes it special.

We've been conditioned to think that everything we create online needs to be permanent. Archive-worthy. Evergreen. But some of the best marketing is ephemeral. It's about the moment. The hype. The feeling of being part of something happening right now. Stop trying to make everything fit into one neat, everlasting package. Give your big moments room to breathe. Create contained experiences that people can opt into fully.

Because sometimes, the internet isn't forever.

And that's exactly what makes it unforgettable.

Have you ever created a specialty account for a launch or campaign? How did it go? Reply and let me know.