SOCIAL CONTENT

Forging Social Content that Cuts Through the Noise*

Our digital landscape is hyper-saturated, and we all know it. Our feeds are drowned in a barrage of content that is as fast as it is relentless. It's becoming increasingly more challenging for anyone to capture and hold attention, especially brands. Simply existing on social media isn't enough; to genuinely connect with audiences, content must be strategically (my favourite word) crafted to cut through all the noise. This is precisely where data-driven, high-quality social content becomes non-negotiable, transforming passive scrolls into tangible engagement and loyal followings.

*Note: this case study takes a broader view at my Social Content work. If you're looking to stand out on TikTok specifically, please check "TIKTOK STRATEGY" - that's where you can find my more disruptive or wacky work, in addition to the strategy behind it.

So let's talk about content.

Capturing the Attention Span of a Goldfish

The sheer volume of digital information means that only truly compelling visuals and narratives stand a chance. You're probably tired of hearing this, but the average human attention span has shrunk to just 8.25 seconds - shorter than a goldfish's. (Source) A second, even scarier statistic, is that users scroll through an estimated 300 feet worth of social feeds - almost the height of the Statue of Liberty. (Source)

Visual excellence is no longer a luxury - it's a necessity. Every impression, every scroll, and every single second count.

Jack of All Trades, Master of Some (or: my Proven Process)

Given how fast and sharply things change on social, it's more important than ever to embrace a holistic approach. If you're just looking for someone to press 'record' on a camera, I can do that - but everyone can do that nowadays. Cameras are more accessible and cheaper, YouTube tutorials can teach you more than my Editing & Post-Production Bachelor's degree ever could, and AI is irreversible. This is why my process for creating cut-through social content is comprehensive, spanning strategic/creative direction, full production, and copywriting. 

As a Video Production Specialist, my work covers:

► Content Research

► Social Strategy

► Creative Direction

► Storyboarding

► Pre-Production (Talent, Small Crews & Project Management)

► Video Production (Directing, Photography & Sound)

► Post-Production

► Copywriting (On-screen Hooks/Captions)

To succeed, you need to do a little bit of everything. Thankfully, I love that.

Garnier UK: A Legacy of Impact

My extensive body of work for Garnier UK exemplifies my commitment to this holistic approach to impactful social content. I have a proven track record of consistently delivering high-quality videos that meet the rigorous demands of a global beauty giant. The sheer volume speaks for itself - at the agency Founders Makers, I created over 300+ social media assets for Garnier UK, and my work contributed to:*

► +18% follower growth between 08/23 - 04/24

► +3879% engagement increase between 08/23 - 04/24

►  An average 4% engagement rate between 12/24 - 02/25

►  As many as +32,000 new followers between 03/25 - 04/25

► +11,000% engagement increase between 03/25 - 04/25

► Garnier consistently led on reach & comment engagement compared to competitors Nivea UK and Neutrogena

*For a deeper dive into success/performance indicators, see "TIKTOK STRATEGY" and read about Garnier UK's #1 TikTok of all time - created by me.

Little Moons: Sweetening Feeds (or: Yum Dot Com)

Another gem in my social content portfolio is my work with Little Moons, the now globally popular mochi ice cream brand. If you ever tasted one of their mochi, you’d know why the company grew from £10 million in revenue to £50 million in a 2-year timeframe alone. (Source)

Little Moon's product photography exists in surrealistic worlds in which the rules of physics are more akin to suggestions. However, for their TikTok content, the brand wanted to flip their conventional approach. Instead of taking the audience into the magic world of mochi, they wanted to bring that sense of wonder to our day-to-day.

I created organic social videos for Little Moons on a monthly basis, and these assets achieved considerable organic reach and engagement:

► Average number of views of 9,283 on Instagram

► An average engagement rate of 2.09% on TikTok A(vs. the account’s average of 1.6%)

► A stand-out Valentines Day TikTok with 15,000+ organic views (+65.0% more views than average videos with the #valentines hashtag)

I was always genuinely excited about my monthly production cycles with Little Moons. The brand is an absolute joy to work with, and the creative potential of mochi is almost unlimited. The hardest aspect of the job was stopping myself from eating the mochi I was supposed to be shooting. 

Polished Meets Authentic

My edge lies in understanding the nuanced balance between polished production and authentic relatability. While some content demands a polished commercial look, shot with professional cameras under high-key lighting, other platforms thrive on raw, native aesthetics. 

As much as it might challenge my pride as a Video Production Specialist to admit, it often makes more strategic sense to shoot something on a phone rather than the latest Holy Grail of cameras. Embracing the characteristic limitations of the technology your audience uses every day can lead to visuals that resonate on an intimate, subconscious level. Even if viewers don't know what 'less stops of dynamic range' means on a technical or practical level, their eyes are trained to recognise footage from a phone.

For certain projects, this factor of immediate relatability is essential. For others, not so much - and I get to play with all the serious equipment I love.

Ultimately, the creative is king - and it dictates the tools I use. Not the other way around.

Ready to Forge an Unforgettable Feed?

If you're ready to transform your social presence with content that commands attention and drives engagement, I'm here to help you.

Let's capture a goldfish's attention.

kelvin@crucible35.com