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

@thetrevorcrump

68.7K followers · usually 1.0K views a post

Views

119.0K

Likes

8.1K

Comments

226

2.8K

Why it worked

The video provides high-value, actionable advice for business owners by breaking down successful brand strategies into a clear, numbered list, which is highly shareable and saves the viewer time.

Summary

The creator explains why brands should stop making their products the main focus of their social media content. He outlines six successful content strategies used by brands to engage audiences without overt product promotion.

Structure

1The core problem: product-centric content is outdated
2The solution: product as a supporting actor
3Strategy 1: The Documenter
4Strategy 2: The Educator
5Strategy 3: The Aspirer
6Strategy 4: The Inspirer
7Strategy 5: The Entertainer
8Strategy 6: The Director
9Final advice: Pick one format and master it

On-screen text

Your product NEVER BE THE MAIN CHARACTER CRUSHING IT Has NOT work since 2017 or 2018 67 BRAND PAGES SO YOU DON'T HAVE TO #1 THE DOCUMENTER #2 THE EDUCATOR #3 THE ASPIRER #4 THE INSPIRER #5 THE ENTERTAINER #6 THE DIRECTOR STOP TALKING about your product PICK ONE FORMAT START CREATING CONTENT like it's 2026, NOT 2016

Original caption

Almost every time I audit a brand’s ad strategy they always ask me what they should be doing with their organic content and how it can help… So here’s this is what I end up telling them… Stop making your product the main character of all your content. Your ads are already doing this. Unless it’s documenting how the product is built or something like that dont make it the center piece. Then pick one of these six content formats and start creating: 1) Documenting 2) Educating 3) Aspire 4) Inspire 5) Entertain 6) Directing That’s it. Figure out which one of those feels most natural to your brand and start testing it out. Once something hits then double down on what worked.

More from @thetrevorcrump

Their other posts in the index, biggest breakout first.

Transcript

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.