Original social media content is harder to make, and that’s why it works

By George Ellis, Creative Director

There’s nothing wrong with memes and trending templates. Most creators use them. Same with brands. These posts are relatable and even somewhat comfortable; they belong in the feed and (when executed properly) demonstrate that a brand gets it.

However, as with anything that thrives on borrowed interest, this type of content can only achieve so much. Can it help grow your TikTok or IG audience? Yes! It might even be a great vehicle for conversion and retargeting. We’ve worked with clients and grown their accounts with trending sounds on TikTok and plenty of memes across platforms. The one thing borrowed interest posts almost never do is create brand affinity. Posts that are true to the brand’s story and offerings. This, of course, requires planning and production, even if the content is just captured on an iPhone.

For true brand building, you need to create original content.

A good example is our recent work with Motel 6. As their social agency of record, Bandolier has ignited growth and shifted perception of the brand. By employing a mix of original content and trending/meme format, we’ve been able to grow the brand’s TikTok from 0 to 15k in the first six months, and from 8k to 35k on Instagram — all while positioning the brand as an iconic hotel that deserves another look when you’re on a road trip. We tap into nostalgia and the love of pets, reinforcing the hotel’s heritage and long-standing pet policies.

For Tito’s Vodka, we’ve developed original social series to tell the story of their charitable giving.

A Handy Guide For Types Of Content And Best Uses

• Memes (IG, TT, FB): Account growth, engagement, retargeting*
• Trending Sounds (TT): Account growth, engagement
• Original Series 3+ Minutes (YouTube): Brand affinity, paid media
• Original Series Under 1 Minute (Shorts, IG, TT): Brand affinity, paid media, account growth
• Clips (IG, TT, Shorts): Account growth, paid media