If you've ever come across posts that exude an air of authenticity and lack the glossy sheen of traditional branded content, chances are you've stumbled upon social-first content. Shot on an iPhone and often devoid of excessive editing, this type of content is not only budget-friendly but also can deliver a solid return on investment.

Now, you might wonder, can unpolished content really sell to your audience? The answer is 100% yes. Social-first content has an unassuming charm that effortlessly connects with viewers. From Instagram photo dumps to hilarious screengrabs of Tweets, and those relatable Stories shot on someone's phone, these all fall under the social-first umbrella.

Granted, for both emerging and established brands, dipping toes into this territory can feel like a step outside the marketing comfort zone. There's a slight risk of presenting your product or service in a non-aspirational light or cracking jokes that might not resonate with your audience. But this is all a part of the process in finding out what best lands with your consumer.

A study of Facebook and Instagram Reels ads found that social media advertisements with people in them had a 25% higher click-through rate compared with those that did not.

Brands are conveying authenticity, realness and humanity in a range of ways on social media, such as relying on lo-fi production, featuring real people, including platform-native elements such as stickers, partnering with creators, telling relatable stories and using mobile-shot, unpolished visuals.

Our team is producing social-first content weekly, and we specialise in creating short-form videos and stills that seamlessly integrate into social feeds. As we currently service 15 clients in this capacity, we have some insights into what works when taking this approach. Here are three tips to start folding social-first content into your content plans.

Tip 1: Embrace Imperfections

Those little imperfections like a basic camera angle, vox pops with real people, imperfect lighting or not-so-perfect audio are actually what make your content authentic and relatable. Overthinking and obsessing about correcting these nuances will only make it evident in the final version, and that's definitely not the vibe your audience wants! Viewers crave that effortless, candid feel, so let creativity take the lead. Remember, social-first content is all about having fun and being real.

Tip 2: Engage in a Read/Write Culture

Thanks to the internet, content consumption has evolved into active participation and reconfiguration. As media and political academic Lawrence Lessig puts it, we now live in a "Read/Write" (RW) Culture where people contribute to and reshape the culture they engage with. To tap into this cultural shift, consider involving your audience by providing ways for them to contribute.

This can be simple. Simply asking them to read the caption is one way, or asking them to share their thoughts in the comments is another. What we have found to work well so far in 2023 is to use the ‘Reply’ function on Instagram and TikTok responding to comments in videos. We craft the narrative of the asset as a response to the user, driving the community feel and providing content users actually want to see. By fostering this sense of belonging, you'll become part of something bigger.

Tip 3: Ride the Trend Waves

Trends are the heart and soul of social media, and they come in all shapes and sizes, from quick, passing fads to enduring seasonal sensations. It's not just about sounds; think editing styles, filters, templates, and even special occasions like Christmas. While some trends can be predicted, others demand spontaneity. Adapt and find what works best for your content plans and brand. By jumping onto trending moments, you'll keep your content fresh, engaging, and in sync with your audience's interests.

Striking the perfect balance of casual and relevant content humanises your brand, fostering a connection with your audience and encouraging the valuable shareability factor.