Culture-Driven Content That Cuts Through

Come along as we explore the exciting trends, smart strategies, and innovative brands that are creating buzz we just can't get enough of. This month, we're seeing a joyful shift—the 'you look happier' trend is having a moment, with creators celebrating simple pleasures, and calendar invites are getting an aesthetic glow-up. But it's not all soft edges: Pretty Little Marketers brought the receipts on declining in-feed engagement, reminding us it's time to guide audiences into the DMs and rethink how we spark real conversation. We're also talking social POV—why it should be creative-first, culture-aware, and built for your community. Plus, a look at fast vs. slow social models and why picking a lane matters more than ever. Let's get into it.

The Trends Are In

😊 “You Look Happier”                 
This feel-good trend features people showing moments where they visibly look happier—often followed by a funny, touching, or relatable reason why. It celebrates simple joys and everyday wins, from confidence-boosting moments to meaningful lifestyle shifts.

Why it works:               
💖 Emotionally resonant and relatable               
📱 Lo-fi and highly adaptable for any brand or message        
✨ A perfect opportunity to tie product benefits to well-being in a way that feels authentic, not salesy        

Check out an example we love from @jennafonberg.

🗓️ Aesthetic Calendar Invites                 
This carousel trend combines playful, calendar-style text with aesthetic visuals to romanticize everyday events—such as coffee dates, gym time, or new product drops. Each slide pairs minimal “invite” text with scroll-stopping imagery, turning everyday moments into beautifully branded storytelling. We were really inspired by the creative way @burgaofficial and @meshki embraced the trend. 

Why it works:               
🎨 Visually engaging and instantly recognizable          
📲 Feels personal, creative, and highly shareable      
💡 Brands can showcase personality while subtly highlighting product benefits or key moments      

It’s a low-lift, high-impact format that turns “add to calendar” into “can’t stop scrolling.”

Channel Strategies That Work (And Why)

📬 Meet Your Audience in the DMs                   

As engagement rates drop across TikTok, Instagram, and Facebook, users are scrolling more and interacting less. Pretty Little Marketers put it plainly: the feed isn’t dead, but the conversation has moved. One smart solution? Guide your audience into the DMs.

The Opportunity: Use Stories and in-feed posts to guide your audience into DMs. Think comment-to-get content, broadcast updates, or behind-the-scenes exclusives.

Why It Matters: DMs create space for more meaningful, two-way conversations—helping your brand build loyalty, boost visibility, and connect with your audience beyond the algorithm.

🧠📱Social Scientist = Social First               

From Jack Appleby, via Tyler, the Creator, and someone else, the phrase “create like a child, edit like a scientist” should be your social media POV, no matter the brand. Platforms are built for entertainment and culture—your brand should reflect that.

The Opportunity: Lead with authentic, story-driven content. Focus on building community, not just conversions.

Why It Matters: Being social-first means showing up with purpose. It’s not about lo-fi or virality—it’s about content that connects and feels real.

A Case Study That Inspires Us

🐇 🦥 Fast vs. Slow Social              
When it comes to social strategy, there are two clear lanes: fast and slow—and your brand needs to pick one.

Fast social is trend-first and built for speed. These teams leverage social listening to respond to cultural trends in real-time, adjusting timelines and resources to stay relevant without waiting for a spot in the content calendar.

Slow social, on the other hand, is intentional and story-led. It’s not about ignoring trends, but about focusing on evergreen, brand-owned content that connects deeply with the right people on the proper channels.

BAM POV: Trying to do both often results in diluted efforts. Choosing a lane helps align your team, process, and creative energy towards one clear strategy—and leads to better results.

For more on this, check out thought leader Rachel Karten’s newsletter.

Key Takeaways 

This month's roundup focused on intentional, story-first content. From rising DM engagement to playful, feel-good trends, the key takeaway is clear: brands that embrace clarity, creativity, and cultural relevance are the ones standing out. Whether you're going fast, slow, or somewhere in between—make it purposeful. See you next month.