It probably says a lot that I now trust a chaotic TikTok review from a stranger more than I trust a branded product video. Maybe it’s the Gen Z in me. Maybe it’s the fatigue from seeing too many “perfect” posts. But the shift is clear, people aren’t clicking with polished anymore. They’re connecting with content that feels unfiltered, in-the-moment, and just real.
That doesn’t mean qualities out the window. It just means the goalposts have shifted. The brands that are resonating? They’re the ones that have loosened the grip a bit. They’re showing up on social without overthinking it. They’re not obsessing over matching filters or squeezing every caption into a perfect brand tone—they’re just talking to their audience like humans. Now that’s not to say that these posts haven’t gone through an extensive internal vetting process, but they’re doing at pretty good job at looking nonchalant. And the wild part? It works.
Dare I say the era of scheduled-to-death content is kind of… over. Don’t get me wrong, a content plan is still my best friend (we love structure), but the magic usually happens in the moments you didn’t see coming. That last-minute post of your team laughing mid-shoot. The founder hopping on Stories with a hot take. The blurry event recap that somehow gets more saves than your perfectly edited highlight reel. It’s that kind of stuff that makes people feel like they’re part of your world, not just watching from the sidelines.
Even platforms are backing it. TikTok built its empire on authenticity. Instagram’s algorithm is favouring relevance over production value. And LinkedIn—yes, even LinkedIn—is leaning into content that feels personal, not pre-approved. The algorithm is basically saying: “Give us something human or get off the feed.”
So, how do brands show up like people?
You start by loosening the reins a bit. Get comfortable with the idea that not everything has to look like a campaign. Let your team be part of the voice. Let the outtakes see the light of day. Make space for spontaneity. Talk to your audience like they’re already your community, not a focus group. And trust your social media manager, they haven’t gone insane.
At The Faith Agency, we’re constantly helping brands strike that balance. We don’t believe in content that’s just there to tick a box. We believe in content that says something and isn’t content just for contents sake, even if it’s something small. That’s why we work with brands to figure out what makes them feel like them, and then we build a strategy that leaves room for the unexpected.
Whether it’s a reactive TikTok, a trend-jump that just makes sense, or helping founders get more comfy showing up online, we help you find your rhythm and run with it. The goal isn’t to look perfect. The goal is to feel real. And when your audience gets that from you? That’s when the real loyalty kicks in. So if you’ve been wondering why your curated grid isn’t landing the way it used to, give us a whistle. It might be time to lean into the raw side a little more.
Find out more about our social media offering platform or contact us today for a coffee!
