Social Media Marketer Quiz: Which Friends Character Matches Your Style?

By Madison Hayes

Social Media Marketing Contributor

Published 26 January 2026

Social Media Marketer Quiz fans – this one is built to be fun, but it is also designed to make you better at your job. You will answer a set of questions, tally a score, and land on a Friends character that mirrors how you plan, create, analyze, and negotiate. Then you will get a practical playbook: what to double down on, what to stop doing, and which metrics to watch so your next campaign performs.

How this Social Media Marketer Quiz works

First, grab a note app or a piece of paper. For each question below, pick A, B, C, D, E, or F and add the points shown. At the end, match your total to a character profile. Importantly, there is no perfect type – strong teams usually blend multiple styles. Still, the score will reveal what you default to under pressure, which is what shapes results.

• Step 1: Answer 12 questions quickly. Your first instinct is usually right.
• Step 2: Add up points for each letter choice.
• Step 3: Use the score map to find your Friends character type.
• Step 4: Apply the action checklist for your type on your next campaign.

Tip: If you are building influencer programs, keep a second score for how you behave when negotiating deliverables and usage rights. That is often a different version of you.

The quiz questions (score as you go)

Choose one option per question and add the points shown. You will reuse the same letter options across all questions.

Letter	Points per pick	Vibe
A	1	Intuitive, fast, creative-first
B	2	Organized, process-driven, dependable
C	3	Analytical, measurement-focused, skeptical
D	4	Bold, growth-hungry, experimental
E	5	Relationship-led, community-first, empathetic
F	6	Strategic, persuasive, brand and narrative obsessed

1. A campaign is underperforming in week one. What do you do first?
   A: Swap hooks and visuals immediately. B: Check the brief and posting schedule. C: Audit tracking and benchmarks. D: Launch three new variants today. E: Ask the creator or community what feels off. F: Reframe the story and tighten positioning.
2. Your favorite success metric is:
   A: Saves and shares. B: On-time delivery and consistency. C: CPA and incremental lift. D: Reach growth week over week. E: Comments quality and DMs. F: Brand search and sentiment.
3. When you write captions, you optimize for:
   A: Voice and punch. B: Clarity and structure. C: Keywords and attribution. D: Curiosity and speed. E: Warmth and belonging. F: Narrative and brand tone.
4. How do you pick creators?
   A: I know it when I see it. B: I use a checklist and past performance. C: I run a fraud and audience fit audit. D: I chase breakout formats early. E: I prioritize trust with the audience. F: I map creators to brand archetypes.
5. What is your biggest pet peeve?
   A: Overthinking. B: Chaos. C: Vanity metrics. D: Playing it safe. E: Tone-deaf content. F: Off-brand messaging.
6. Your content calendar is:
   A: A loose idea bank. B: A detailed schedule with owners. C: A dataset with hypotheses. D: A sprint board for experiments. E: A community rhythm. F: A narrative arc.
7. When negotiating influencer deliverables, you focus on:
   A: Creative freedom. B: Clear scope and deadlines. C: Tracking links and reporting. D: Volume and iteration. E: Long-term partnership. F: Usage rights and exclusivity.
8. What do you do with negative comments?
   A: Respond with humor if it fits. B: Follow a response playbook. C: Tag and categorize for insights. D: Use it to test a new angle. E: De-escalate and listen. F: Protect the brand narrative.
9. How do you feel about paid amplification?
   A: Only if it keeps the vibe. B: Great when planned. C: Essential for clean measurement. D: Fuel for scaling winners. E: Fine if it does not break trust. F: Useful for controlling context.
10. Your ideal brainstorm includes:
    A: Mood boards and references. B: A structured agenda. C: A performance recap. D: Wild ideas and rapid tests. E: Audience stories. F: Brand strategy and positioning.
11. What is your default tool?
    A: Notes app. B: Project management board. C: Spreadsheet and dashboards. D: Creative testing tracker. E: Community management inbox. F: Brand guidelines deck.
12. What do you do after a campaign ends?
    A: Save the best creative for inspiration. B: Document learnings and SOPs. C: Run a postmortem with benchmarks. D: Roll winners into the next sprint. E: Thank creators and nurture the community. F: Turn results into a brand story.

Score map: your Friends character type

Add your points from all 12 questions. Then use this map. If you land between two ranges, read both and pick the one that sounds like you on a stressful Tuesday.

Total score	Character type	Core strength	Main risk
12 to 20	Joey	Charisma and creative instinct	Inconsistent measurement
21 to 28	Phoebe	Originality and community warmth	Hard to scale repeatably
29 to 36	Rachel	Trend sense and brand feel	Chasing shiny objects
37 to 44	Monica	Operations and execution discipline	Over-control can dull creativity
45 to 56	Chandler	Copy, voice, and persuasion	Deflecting with tone over clarity
57 to 72	Ross	Analysis, rigor, and proof	Analysis paralysis

Key terms you will actually use (and how to calculate them)

Before you apply your character playbook, lock in the language. These terms show up in briefs, contracts, and performance reports. When everyone uses the same definitions, you avoid the classic problem where one person reports reach and another reports impressions as if they are interchangeable.

• Reach: unique people who saw the content.
• Impressions: total views, including repeat views by the same person.
• Engagement rate (ER): a ratio that shows how much the audience interacted. A common formula is ER = (likes + comments + shares + saves) / impressions. Some teams use reach in the denominator – pick one and stay consistent.
• CPM: cost per thousand impressions. CPM = cost / (impressions / 1000).
• CPV: cost per view, often used for video. CPV = cost / views.
• CPA: cost per action, usually purchase or lead. CPA = cost / conversions.
• Whitelisting: running paid ads through a creator handle, typically to use their social proof while controlling targeting and spend.
• Usage rights: permission to reuse creator content on your brand channels, ads, email, or website for a defined period and region.
• Exclusivity: a clause that prevents the creator from working with competitors for a set time window.

Example calculation: You pay $2,000 for a Reel that generates 80,000 impressions and 2,400 total engagements. CPM = 2000 / (80000/1000) = $25. ER = 2400 / 80000 = 3.0%. If your benchmark CPM is $18 for similar creators, you either need better creative, better distribution, or a different rate.

For platform definitions, Meta documents how it defines and reports metrics in its business help center. Use it when stakeholders argue about what a view means on different placements: Meta Business Help Center.

Character playbooks: what to do next week

Now the useful part. Each type below includes a concrete checklist you can apply to your next campaign, plus one decision rule that keeps you out of trouble.

Joey type (12 to 20): the instinctive creator

You move fast, you trust taste, and you can spot a good hook in seconds. As a result, your best posts feel effortless and human. However, you can lose track of repeatable process, which makes it hard to scale beyond a few wins.

• Checklist: Write one hypothesis per post – hook, audience, expected action. Save it in a simple sheet.
• Checklist: Track three numbers only: impressions, saves, and link clicks.
• Checklist: Create a swipe file of 20 high-performing intros and reuse structures, not exact lines.
• Decision rule: If a post is below your median saves rate after 24 hours, test a new first 2 seconds or first line before changing everything.

Phoebe type (21 to 28): the community original

You build trust by sounding like a real person, not a brand. That makes you strong at comment sections, creator relationships, and niche storytelling. Still, scaling can be tricky because your work is highly contextual.

• Checklist: Turn recurring audience questions into a weekly series.
• Checklist: Save 10 community phrases and use them verbatim in hooks.
• Checklist: Add a lightweight reporting habit: top comments, top saves, top DM themes.
• Decision rule: Do not accept a partnership if the product does not solve a clear audience problem you can name in one sentence.

Rachel type (29 to 36): the brand-forward trend translator

You notice shifts early and can make a brand look current without trying too hard. Consequently, you are often the person who pushes the team out of stale formats. The risk is chasing trends that do not match your audience or offer.

• Checklist: For every trend, write the brand angle and the audience payoff before you post.
• Checklist: Keep a two-track calendar: evergreen posts plus trend tests.
• Checklist: Create a simple brand fit score from 1 to 5 and only publish trends that score 4+.
• Decision rule: If you cannot connect the trend to a product benefit in 10 seconds, skip it.

Monica type (37 to 44): the operator

You ship on time, you keep stakeholders aligned, and you make campaigns run. That reliability is rare, especially in influencer programs with many moving parts. On the other hand, too much control can flatten creator voice.

• Checklist: Separate non-negotiables (claims, disclosures, brand safety) from creative suggestions.
• Checklist: Use a one-page brief: objective, audience, key message, deliverables, do-not-do list.
• Checklist: Build a pre-flight checklist for tracking links, discount codes, and usage rights.
• Decision rule: If you add a new approval step, remove another step to keep cycle time stable.

Chandler type (45 to 56): the voice and persuasion specialist

You can make a brand sound sharp, self-aware, and memorable. That is powerful in crowded feeds, and it often lifts click-through rate. Still, tone can become a crutch if the offer or proof is weak.

• Checklist: Write three hooks per post: curiosity, proof, and contrarian.
• Checklist: Add one concrete proof point in every caption: number, quote, or result.
• Checklist: Keep CTAs specific: “save this checklist” beats “let us know.”
• Decision rule: If the joke does not clarify the message, cut it.

Ross type (57 to 72): the analyst

You want evidence. You build dashboards, compare cohorts, and ask the uncomfortable questions about incrementality. That rigor protects budgets. Yet you can slow the team down if you wait for perfect data.

• Checklist: Define one primary KPI and two supporting KPIs before launch.
• Checklist: Set benchmarks by platform and creator tier, then review weekly.
• Checklist: Run a simple holdout when possible: one region or audience segment without influencer exposure.
• Decision rule: If you have directional data and a clear next test, ship the test instead of extending analysis.

Framework: audit a creator like an analyst, brief them like a human

Whether you are Joey-fast or Ross-rigorous, you need a repeatable method to choose creators and set them up to win. Use this five-step framework. It is designed for influencer marketing, but it also works for brand-owned content and partnerships.

1. Audience fit: Check location, age, and language alignment. Then scan comments for intent – are people asking for recommendations or just reacting?
2. Content fit: Look at the last 15 posts. Do they already tell stories like your brand needs, or would this be a forced pivot?
3. Performance fit: Ask for recent reach and impressions, not just follower count. If you cannot get that, use engagement rate as a proxy.
4. Brand safety: Review past partnerships and any sensitive topics. Set boundaries in the brief.
5. Commercial terms: Lock deliverables, timeline, usage rights, whitelisting, and exclusivity in writing.

If you want more templates for briefs and measurement, browse the InfluencerDB Blog and adapt the parts that match your workflow.

Pricing and negotiation: simple math, clearer contracts

Rates vary by niche, platform, and creator leverage, so there is no universal price list. Still, you can negotiate with structure instead of vibes. Start by translating the quote into CPM or CPV using expected impressions or views, then adjust for usage rights, whitelisting, and exclusivity.

Here is a practical way to sanity-check a quote:

• Step: Ask for median impressions on the last 10 similar posts.
• Step: Compute implied CPM. Compare to your internal benchmarks.
• Step: If CPM is high, trade scope – fewer deliverables, shorter usage, or no exclusivity.

Example: A creator quotes $3,500 for one TikTok and expects 150,000 views. Implied CPV = 3500 / 150000 = $0.023. If your paid CPV is $0.02, that is close. Now ask what you gain: trust, creative, and comments. If you also want 6 months of paid usage, price that separately.

For disclosure rules that affect contracts and creator briefs, the FTC is the authority. Keep this link in your compliance folder: FTC Disclosures 101.

Campaign checklist table: from brief to reporting

Use this table to run a clean campaign regardless of your character type. The goal is to reduce avoidable mistakes, especially around tracking, approvals, and usage rights.

Phase	Tasks	Owner	Deliverable
Planning	Define objective, KPI, audience, offer, and timeline	Brand lead	One-page campaign brief
Creator selection	Audience fit check, content review, brand safety scan	Influencer manager	Shortlist with notes
Contracting	Deliverables, posting dates, usage rights, whitelisting, exclusivity	Brand + creator	Signed agreement
Production	Creative brief, references, do-not-do list, approvals	Creator + brand	Draft content and feedback
Launch	Tracking links, codes, pinned comments, community responses	Brand + creator	Live posts and tracking sheet
Optimization	Boost winners, adjust hooks, test new angles	Paid + social	Iteration log
Reporting	Collect reach, impressions, ER, CPA, learnings	Analyst	Post-campaign report

Common mistakes (and how to avoid them)

Even strong marketers repeat the same errors because social moves fast. Fixing these will usually improve results more than chasing a new tool.

• Mistake: Treating follower count as a forecast. Fix: Ask for median impressions and recent examples.
• Mistake: Vague deliverables like “one post.” Fix: Specify format, length, talking points, and whether links are included.
• Mistake: Forgetting usage rights until after content performs. Fix: Negotiate usage and whitelisting up front.
• Mistake: Reporting only vanity metrics. Fix: Pair reach and impressions with one business metric such as CPA or qualified leads.
• Mistake: Over-editing creator voice. Fix: Set guardrails, then let creators write in their own language.

Best practices: build a team that mixes types

The most effective influencer and social teams are not made of one personality. They are built like an ensemble cast. If you are a Monica operator, pair with a Joey creative to keep content alive. If you are a Ross analyst, partner with a Rachel trend translator to keep testing fresh formats. In practice, you can do this even as a solo marketer by scheduling your work in “modes.”

• Mode 1 – Creative: 45 minutes to write hooks and storyboard without looking at metrics.
• Mode 2 – Ops: 30 minutes to update the calendar, approvals, and tracking links.
• Mode 3 – Analysis: 30 minutes to review performance against benchmarks and decide the next test.
• Mode 4 – Relationships: 20 minutes to reply to comments, DM creators, and capture audience language.

If you want a lightweight way to keep your reporting consistent, standardize on one sheet that includes reach, impressions, engagement rate, CPM, CPV, and CPA. Then, add a notes column for “what we learned” so your team does not repeat the same experiment six weeks later.

Quick recap and next steps

You took a character-driven quiz, but the output is a real operating system for better social marketing. Pick one checklist from your character type and apply it to your next campaign. Then use the audit framework to choose creators with audience fit, content fit, and measurable performance. Finally, negotiate with math and clear terms so you can scale what works without surprises.

When you are ready to go deeper, keep exploring practical guides and templates in the and build a process you can repeat.