03. Why Everyone’s Content Looks the Same Now
Scroll through Instagram for five minutes and you’ll probably see the same things repeatedly.
- ▪ Talking head.
- ▪ Subtitles.
- ▪ Trending audio.
- ▪ “POV.”
- ▪ A dramatic zoom.
- ▪ A hook that starts with “Nobody is talking about this…”
The formats work. That’s why everyone uses them. But somewhere along the way, brands started confusing a format that performs with a personality that people remember.
Trends aren’t the problem. The problem is when the trend becomes the entire identity.
Because once everyone uses the same format, the format stops being what makes you different.
Your personality has to come from somewhere else: Your humour. Your opinions. Your visual language. The way you tell stories. The people behind the brand. The things you choose to talk about, and the things you refuse to talk about.
The next time you find yourself asking, “Which trend should we use?”
Try asking:
“How can we make this feel like us?”
That’s where recognisable content starts.
Because when the trend disappears, your brand should still be there.