I have been watching what some brands have been doing with their organic content lately and something is shifting and people are not paying attention to it.

I have been watching what some brands have been doing with their organic content lately and something is shifting and people are not paying attention to it. They are not doing what every other brand is doing which is constantly showing and talking about their products. In fact, their content has nothing to do with their products. And it is on purpose because people don't even clock it as brand content which stops the scroll. Take the Brooklyn coffee shop as an example. They created these two incredibly pretentious baristas as characters and they basically just act out stereotypical coffee shop scenarios. Now from time to time they bring in local celebrities. No product pitches just a bit that continues to get better and better. Same thing with Lohause which is an eyeglass company. They built a fictional character who is literally their ideal customer. He dresses the part, lives the lifestyle, has the aesthetic and he is always wearing the eyeglasses yet he never talks about the glasses like never. And if you happen to watch this content and think oh I look like him or I wish I looked like him, congratulations you have just self selected into their funnel. And then there is LA LA Land Kind Cafe. Their whole entire content strategy is complimenting random strangers on the street. That is it, no coffee, no menu, no drinks, no offer. Just kindness that blows up every single time. And who does that content attract? People who care about their community and how a brand makes them feel which is exactly who their product is built for. Here is the thing, none of this is about their product and that is the entire point. They know their customer. The content finds the right person, that person watches, follows and then watches again and now you are in their world. Now as a brand you can retarget them and then your ads like this convert because they already liked you before they saw this. Most brands are trying to sell to cold audiences with cold content first. These brands run a filter first. The content is the top of the funnel, the ads close the deal.