The formula for trend and branded products is not enough

In the age of “sloppy” content – ​​once seen as a colorful collection of disturbing AI-generated images that are expanded beyond AI into more “normal” content – ​​producing quality work is crucial.

Conventional wisdom holds that success in social media requires lo-fi and meme-oriented creativity. And that works for a few, but we are seeing a shift back towards craft: higher quality, narrative storytelling and visuals. This doesn’t mean just adding commercials to the feed, but remembering that TikTok and Instagram are television for younger consumers. There is a desire for deeper engagement and creativity well done that does not come at the expense of simplicity or “social focus.”

There is no one-size-fits-all solution. Many brands have found the way to “hack” culture with reactive creativity that resonates with Generation Z. But just because it worked doesn’t mean it works. Audiences want to see better, more creative work with a unique vision. This requires a deeper understanding of where and when your brand appears. Being unforgettable doesn’t mean being everywhere. It’s time to prioritize depth of engagement over a birdshot approach to filling a calendar.