What really drives social media results.
- Laura van Orton
- Aug 15
- 3 min read
It’s easy to assume the slickest, most polished post will win on social media. But after working with brands across a wide range of industries, we’ve seen that real results come from content that speaks to your audience and is created with a clear purpose.
Real People, Real Moments
The content that consistently cuts through? The kind that feels human. Faces your audience recognises, behind-the-scenes glimpses, and candid moments that reveal the people and personality behind a brand.
Polished imagery still has its place, but when it comes to driving engagement, people connect with people. In one of our campaigns, user-generated content shared with a broad audience delivered click-through rates of over 5%. It’s a reminder that authenticity isn’t just a nice-to-have, it performs.
Undesigned Doesn’t Mean Unstrategic
Some of our strongest-performing content has been simple, undesigned assets – a quick photo, a candid clip, a reactive post – that hit the mark because they were relevant in the moment.
With the right audience targeting and ad strategy, these off-the-cuff pieces can work incredibly well. The key is that the content still has to be good. A relevant, well-framed photo will always do more for you than a random snap posted just to fill the feed.
Campaigns Need Curation
While everyday content can be more relaxed, campaigns are where curated, designed and on-brand content really matters. This is the space for striking creative that tells a story, makes an impact and delivers results.
As a creative agency, we build campaigns that work as a whole – every element considered, every asset on brand, and every placement designed to support the wider strategy. This is where polished creative, strategic messaging and targeted media come together to drive real outcomes.
Industry Shapes the Approach
Some industries naturally lean towards a heavier emphasis on curated content, even outside of major campaigns. Sectors that are product-driven, science-based or highly professional often need a more structured, on-brand presence that prioritises accuracy, clarity and consistency. For these businesses, organic “in the moment” posts still have a place, but they tend to play a supporting role rather than leading the strategy.
Other industries can afford to be more relaxed day-to-day, mixing in candid or reactive content to build personality and relatability between larger campaign pushes.
Different Strategies for Ads vs Organic
One size doesn’t fit all. The way content is planned, designed and written often needs to shift depending on whether it’s being run as an ad, boosted post or organic page content.
Ads often need more direct calls-to-action and clear, scroll-stopping creative, while organic content can lean further into storytelling, community building and engagement. A strong content plan considers both, making sure each format plays to its strengths.
Videos for Product Stories
When it comes to promoting products, videos continue to be top performers. For some of our agri clients, we’ve seen click-through rates above 5% – a huge result in competitive industries where audiences are busy and selective.
Where video footage isn’t available, animation can bring clarity and visual cut through, and when paired with sharp messaging, it’s a powerful driver for traffic.
Always-On Matters
Big campaigns turn heads, but it’s the steady presence in between that keeps people thinking about your brand. Even a light always-on approach with a couple of quality posts each month can keep you in the conversation. It builds familiarity, keeps your audience engaged and means you’re not starting from scratch every time you launch something new.
Our Takeaway
Great social content is more than a curated grid. It is a balance of relevance, personality and intention, delivered consistently. The brands getting it right are not choosing between polished campaigns and everyday content. They know how each plays its role and make them work together.