Every week brings a new sound, format or filter that everyone seems to be using. Very few of them change anything for a business trying to win customers.
Beneath the churn, though, some shifts in content style are lasting. Here is what we see working across our clients’ accounts, followed by a short list of things not to worry about.
Contents7 sections
Lo-fi beats polished
Simple phone videos with natural sound and on-screen captions keep outperforming expensive productions for many small brands. They feel like a person talking to you rather than an ad. The bar is not quality, it is clarity: good light, a steady shot, one clear point.
Series over one-offs
Recurring formats, such as a weekly tip, a Friday before and after or a monthly question from customers, build habits in the audience and make production easier. People start to expect the next one, and you never face a blank calendar.
Carousels for teaching
Multi-slide posts on Instagram and document posts on LinkedIn are strong for anything people might want to keep: checklists, step-by-step guides, comparisons. They earn saves and shares, which signal that the content was genuinely useful.
Captions written for search
As more people search inside social apps, captions, on-screen text and spoken words matter for discovery. Name the service, the problem and the place in plain language. “Basement waterproofing in Scarborough, before and after” is findable. “Another happy client” is not.
Collaborations and creators
Collaborative posts that appear on two accounts at once, local creators with small but engaged followings and employees sharing their own work all extend reach in a way that feels natural. Paid or gifted collaborations should always be clearly disclosed.
Two small local accounts working together often reach more of the right people than one big account shouting alone.
Room for longer video again
Short clips earn attention, but considered purchases need depth. Three to ten minute explainers on YouTube, walkthroughs of a finished project or a proper answer to a complex question serve people who are seriously weighing a decision, and they keep being found for years.
What we would skip
- Jumping on every trending sound, whether it fits your brand or not.
- AI avatars presented as real staff members.
- Engagement bait such as “comment YES if you agree”.
- Posting daily just to post daily.
- Chasing views from audiences who will never buy from you.
If you want a content plan built from what is actually working, our social media and video production teams update it with you every month.
