March 27, 2026

Last night, I couldn’t sleep, so of course, I’m scrolling on TikTok, and who do I see? 

None other than the Staples Queen.

If you haven’t seen one of their videos pop up on your timeline, you will soon. 

And they just may make you rethink your social video strategy.

Brands to Watch

The Staples Queen is an employee at the office supply company Staples, and they create behind-the-scenes videos while on the job.

But these aren’t your typical BTS vids. They explain the lesser-known things you can do at Staples like: creating a mug with your cat’s face on it, how to use their label makers, how to laminate, and so, so much more. 

Why am I fan-girling right now? The videos are authentic and speak directly to the Staples customer without feeling *cringe.* 

Not to mention, Staples is in the comments, acting like a fan.

Community marketing doesn’t have to be difficult. It’s about being authentic, so sometimes it’s best to let your employees just do their thing.

Here’s what you should learn:

• The Staples Queen is an employee creating content while on the job, not an outside influencer.
  
  

• The content speaks directly to customers without feeling forced.
  
  
• Staples actively engages in the comments, acting as a fan of their own employee’s content.
  
  
• Authenticity is the strategy. Sometimes, the best move is to let your employees lead.
  
  
• The most effective brand content right now is not coming from the marketing department. It is coming from the people closest to the product and the customer.

And if anyone has the Staples Queen’s email, I’d love to get them on Marketing Against the Grain for an interview!

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