3 Things Our Social Team Is Testing Right Now

The best content right now doesn't feel like content.

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At our last Spark Session, the whole team spent an hour going through what's landing for our brands (not what social media blogs say is trending). What's working in the feed right now, for each of our accounts, with real audiences.

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Three things came up again and again:

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• 1: Meme-Based Content ‍
  
  • Original memes built around the brand's specific voice and community. The brands leaning into this aren't just getting engagement; they're building inside jokes with their audience. That's how you build community. That's retention.

"This is one of my favourite ways to turn content into community. Fostering that community is what ultimately moves the audience to customers for sure!" -Ailís Rinet

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• 2: Unpolished Behind-The-Scenes Footage:
  
  • ‍Genuinely raw footage of the product, the team, the process, mixed with the refined result. BTS makes for great hooks, especially if you pair them with something along the lines of “I can’t believe this actually worked”. Audiences are saturated with production value. They trust rough edges now. We're pushing our clients to go looser.

"RAW being the key point here! With the rise in Ai content people are hunting for content that is REAL and HUMAN" - Maggie Renouf

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"After a century of polished advertising and predictable marketing techniques, audiences are searching for authenticity in brands. There's something special about getting an inside look at who a brand TRULY is. Unfiltered, unedited, and sometimes messy is IN." - Emily Dunn

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• 3: Comment Roundups
  
  • One of our team members brought this up, and we can’t stop thinking about it. A weekly or monthly post that surfaces the best, most unhinged, most real comments from the audience. It does three things at once: shows social proof, makes the audience feel seen, and generates content without a big production cost.

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All three work for the same reason: audiences are moving away from polished, aspirational content and towards content that feels authentic and real. They don’t want to be sold to; they want to feel like they’re part of the conversation.

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Authenticity always wins! Makes connections with our communities thrive! - Alexandra Ruffa

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Don't Get Left Behind

The brands losing are still chasing what ‘the algorithm wants’ with way-too-polished campaigns and ad-looking organic content.

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What trends is your team debating right now?

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If you want to turn what's working in the feed into a system that actually drives revenue, it’s time to shoot us a message!

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