The era of generic 'five steps to X' content is over. To stand out, marketers must frame their content as stories, whether personal or from clients. This narrative approach fosters a deeper connection with an audience that craves human experiences over sterile information.
Related Insights
Amy Porterfield found her newsletters with the highest open rates and clicks were those sharing personal stories, not just promoting content. This human connection, she argues, is the most powerful business strategy available to a creator.
Generic, educational hooks are failing. Instagram now favors 'me-centric' hooks where creators share personal perspectives and lived experiences. This approach builds authority and human connection, standing out in an AI-saturated landscape and getting creators out of the '200 view jail'.
Instead of inventing ideas, 'snatch' them from real-life observations. The power lies in using concrete, specific details from these moments—like an overheard conversation. This makes content more original, relatable, and emotionally compelling than generic advice, fostering a deeper audience connection.
A successful content strategy isn't random. Each post must have a specific job. Content should be intentionally designed to either attract new followers, nurture the existing community to build trust, or directly drive sales with conversion-focused messaging.
Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.
The 'STD' method boosts story performance by combining three elements. A Single story focuses attention. A Text-Heavy format increases view duration as people pause to read. A DM Automation call-to-action drives on-platform engagement, which the algorithm rewards more than off-platform link clicks.
To grow on platforms like Instagram, design content with a broad, intriguing hook on the first slide or in the first few seconds. This captures a wider audience beyond your niche. Then, use the subsequent content to deliver your specialized value, converting interested viewers into followers.
Contrary to the trend of highly-designed posts, the most effective carousels now use simple, personal photos from a user's camera roll. These are paired with 2-3 sentences of text per slide to tell a story or share a tip, fostering a sense of authenticity and relatability.
As audiences push back against AI-generated and overly polished stock imagery, featuring real people in authentic situations will be critical for engagement. Showcasing your team, customers, or volunteers in natural settings—not on a green screen—builds trust and connection, making genuine humanity the key to cutting through the noise.
To create relatable content, avoid watering down experiences to appeal to everyone. Instead, use specific details and nuances (e.g., '3 hours editing for 7 likes'). This specificity creates a stronger emotional connection and is more likely to be shared.
