The Death of the "Perfect" Feed
The landscape of social media is evolving, and brands must adapt. The days of showcasing a model against a simple backdrop are long gone. Today’s audiences, especially Gen Z and millennials, are tired of identical feeds that focus solely on selling. They crave content that surprises them, aligns with their interests, and goes beyond the product itself. They want to see how a product fits seamlessly into their lifestyle or the lifestyle of someone they admire.
Breaking the Monotony
If brands want to stand out, they need to create organic social campaigns that disrupt the monotony of their followers’ feeds. While many brands are laser-focused on bottom-of-the-funnel conversions—driving purchases and tracking immediate ROI—this approach often overlooks the immense power of top-of-the-funnel strategies.
What does that mean for social media content? It means shifting from purely sales-oriented posts to content that sparks connection, curiosity, and conversation. Your social media feed should act as a mood board for your brand, showcasing people, places, and stories that represent your identity. It’s this type of authentic, top-of-the-funnel content that creates a sense of belonging and keeps followers engaged. Done right, it turns your brand into something followers want to share with their friends and peers.
The Power of Stories and Authenticity
Social media users are smarter and more discerning than ever before. They can sense when they’re being marketed to, and they don’t appreciate being constantly sold to. In a world where audiences crave authenticity, brands must go beyond curated perfection and showcase real stories. Highlight your team members, the unique locations that inspire your work, and the stories that set your brand apart. This content humanizes your brand, making it relatable and compelling.
Shifting Focus: People Over Products
Instead of centering every post around why followers need to buy a product right now, brands should focus on why someone should want to be a part of their community. Why should a new follower click the follow button and stick around? The answer lies in creating value that goes beyond the product itself—whether it’s through thought-provoking storytelling, behind-the-scenes content, or interactive campaigns that involve your followers. The goal is to build trust and connection first; the sales will come naturally.
Building a Shareable Experience
When brands take the time to create content that resonates on a deeper level, it’s more likely to be shared. This type of content not only expands reach but also positions the brand as more than just a business—it becomes part of a lifestyle. Social media done right turns followers into advocates who spread the word, not just because they’re fans of a product, but because they feel seen, understood, and a part of something bigger.
Conclusion
To thrive in today’s social media environment, brands need to move beyond the superficial and embrace an organic strategy that prioritizes authenticity, storytelling, and top-of-the-funnel engagement. Create a feed that’s more than a series of product showcases—make it a space where your brand’s values, people, and stories come alive. Focus on why followers should join your community, and the conversions will follow organically. The time to adapt is now.
My Favorite Examples
GHETTO RODEO: Community Representation. The GHETTO RODEO feed demonstrates a deep understanding of the intersection between Latin culture and streetwear. Individuals who identify with either of these groups are more likely to engage with and share GHETTO RODEO’s content, as it is both authentic and highly resonant with these communities.
ERL: Nostalgia. Even for consumers who did not experience the era ERL references, their feed evokes a longing to be a teenager in Venice Beach in the early 90s. While some of their campaigns may appear straightforward, they consistently tell a cohesive story centered around youth. ERL’s strategic use of high-profile guests helps attract new audiences, reinforcing their brand identity and instantly invoking a sense of nostalgia that resonates with new and existing followers.
AWAKENY: Attention to Detail and Cultural Relevance. A brief visit to the AWAKENY Instagram page makes it clear that they currently dominate New York City streetwear. Although I may not be the biggest fan of their clothing, their content compels me to become one. AWAKENY’s careful selection of models, including well-known NY natives like Joey Bada$$, ASAP Ferg, and The Madhatter, subtly positions them as the definitive New York brand. Their content feels natural and unforced, creating the impression of a typical day in the city for AWAKENY enthusiasts.
ARCTERYX NEW YORK: Community Engagement. The ARC’TERYX NEW YORK page is centered around community-driven content, showcasing events, parties, product drops, and activations shared by followers with their networks. This approach fosters a sense of excitement and FOMO (fear of missing out) among viewers and followers who wish to stay connected to the latest happenings. The page strengthens connections between event attendees and helps form lasting relationships rooted in the ARC'TERYX community, ultimately nurturing lifelong brand loyalty
