Your product should almost never be the main character of your content.

Your product should almost never be the main character of your content. And the brands that are crushing it on social media are the brands that have figured this out over the last couple of years. As a brand, we have this obsession with talking about ourselves and it really has not worked since 2017 or 2018. So I went and studied 67 brand pages that are winning right now on social media so you don't have to. And every single one of them seems to be doing these two things. Number one, their product is never the main character. The product is the supporting actor. Look at this brand called Lohause. They sell eyewear, but they never actually talk about glasses. The main character of their content just happens to always be wearing them. And number two, every single one of these brands picks one of six content styles that they master and then run into the ground. So let's talk about them. The first is the documenter. Pick 'em sells flavored toothpicks, but their entire content strategy is to go around and try to get famous people to test out their toothpicks. The second one is the educator. Americana Pipedream sells military surplus clothing, but their content strategy is literally meaningless history lessons with a lot of humor in them. Number three is the aspirer. Let's go back to Lohause. They're not selling you glasses, they're selling you who you become when you wear them. Number four, which is the inspirer. LaLaLand Kind Cafe is a coffee shop, but all they do is post videos about them complimenting strangers on the street, which inspires kindness. Number five, the entertainer. The Savannah Bananas never talk about baseball and how their rules are so different. They just show their audience their players dancing and having a great time. And finally, the director. Village Revival Records turned their vintage record shop into a sitcom series called Revival of the Fittest. It's basically episodes of The Office but for vinyl nerds and it is absolutely amazing, even as someone who is not a vinyl nerd or a music junkie. So this is what you're going to do. You're going to stop talking about your product 24/7 in your content. You're going to pick one of these formats that you feel most comfortable with until it hits, and then you are going to run it into the ground and start creating content like it's 2026, not 2016.