Regular content publishing is a must-have for promoting brand products on social networks. If you rarely share videos and posts with users, they can be as high-quality, thoughtful, and stylish as you like – it will still not consistently bring new people to you and provide high coverage.
Social media algorithms love regularity in posting. How can a brand produce a large amount of interesting content for users without spending hundreds of thousands of dollars on it? This is what an SMM agency from the UAE will talk about in today’s article.
How was it before?
People published the most lively content in the early days of popular social networks. Filmed and posted. Without editing, content plans, and audience engagement technologies. The maximum is built-in Instagram filters.
With the development of blogging platforms and the growth of their audience, the popular content format has changed. People wanted to see professional footage, retouching, studio photos, and videos.
Then content production became more and more complicated: videos needed a script, videos already looked like mini-movies, trigger phrases appeared in the texts, photos in posts were brought to the same style, and a visual grid of posts was designed to fit together. And a million more rules, from choosing the best time to publish to finding a co-author with a promoted account for joint promotion.
Blogging on social networks is becoming a profession, and being a blogger is a full-time job with potentially high earnings on content and advertising integrations. Therefore, you can no longer just post something for the soul. You need to monitor coverage, reactions, citations, and sales from advertising. You must appear on users’ screens regularly: posts, videos, and live broadcasts. This is time, effort, and money. Big money that must pay off.
What is gaining popularity now?
We noticed that such complex, well-thought-out posts and videos have stopped being popular with users. Complexity has ceased to be something new and, therefore, special, attracting attention. The lifestyle broadcast by bloggers and brands has become something very far from the life of ordinary people, who make up the majority of their target audience.
So, the trend for simple content has returned to us and will rapidly develop in 2025. In the accounts of even the largest brands, we notice videos shot on a mobile phone, not a professional camera. The heroes of content stories are not models with ideal appearances but ordinary consumers of goods or services of companies, as well as their employees. Bloggers are gradually being replaced by creative authors – their content gains greater reach, requiring less investment from the brand.
Content produced by users is called UGC or user-generated content. People themselves write about the brand they like and tag it on social networks, and so the company gets additional coverage for which it did not pay directly. Yes, for people to want to talk about you, you need to come up with something interesting:
- Unusual packaging that they will want to open while recording;
- Organize a photo zone in a store with products or an installation;
- Hold an event for clients, etc.
Why it works:
Why does content from creative authors, clients, and employees of the brand gain large coverage, even if it is simply filmed on a mobile phone? Because it is close to people, they feel that they can get the same emotions if they become clients of the company.
Skims brand case
For those who haven’t heard of Skims yet, it’s a popular American clothing and lingerie brand from Kim Kardashian, whose specialty is comfortable wear and figure correction without suffering. Their video, which had 30 options for how to wear a bra, was filmed on a mobile phone in an ordinary neutral room and gained 12 million views. And it’s not the only one. Since the summer, they have moved away from complex videos and simplified the content, and this has improved their performance on social networks.
A lot of live content from customers has appeared about the brand:
- Reviews;
- Unboxing;
- Product reviews in stores;
- Brand marks in their wish lists.
The content, being easier, is publishable. This makes it likable by social network algorithms, which, in turn, start promoting your content. More content, greater reach.
Simpler Content and Audience Engagement
The shift towards simpler content in 2025 is not just about reducing production costs or effort—it’s a strategic response to evolving audience preferences. As consumers become increasingly fatigued by overly polished, scripted posts, they seek authenticity and relatability in the content they engage with. User-generated content (UGC) plays a pivotal role in this shift. By encouraging real customers, employees, and everyday people to share their genuine experiences, brands tap into a powerful form of social proof that resonates more deeply with potential buyers.
In addition to UGC, live broadcasts and behind-the-scenes footage are becoming increasingly popular. People want to see the real, unfiltered moments behind a brand, whether it’s a sneak peek into the production process or a casual interaction between employees and customers. This kind of content humanizes a brand, making it more approachable and trustworthy. It also aligns with the growing trend of transparency in marketing, where brands are expected to show not only their successes but also their challenges and imperfections.
Looking Ahead: Embrace Simplicity
For companies looking to stay ahead of the curve in 2025, embracing simplicity in content creation is not just a trend but a necessity. It allows brands to remain relevant, relatable, and more in tune with their audiences, all while increasing engagement and expanding their reach on social media platforms.
This time, we started from afar, but I hope we got the main idea across clearly: in 2025, the trend for simple content will return. People again like photos and videos taken on a mobile phone at home, on the street, or at an event. Everyday life hacks, honest customer reviews, content from brand employees, viral videos – this is what will win the attention of the audience for your company.
You can find even more useful information about marketing and project promotion on the website of our WGG social media marketing agency.
