You can create all kinds of content (photos, videos, articles, short guides) but the risk is that it will end up looking almost the same as what many, many other brands are posting. Because every time we see a blog article starting with “In this digital era…” we get déjà vu. And then we remember: less is more. Again.
You know what’s better than posting random (or boring) content five times a week on Instagram? One post that makes your followers say: “Oh, look, it’s that brand with the cool posts. I’ll like it. I’ll save it.”
That’s why our first advice for any brand on social media is this: create authentic, representative, and recognizable content. Not just visually, but in all your online (and ideally offline) communication.
Your online signature is what makes your community relate to you and feel like they truly know you. So make sure everything you post is unmistakably you.
First of all, we have to mention Ryanair. You just know it’s them when you see a self-deprecating plane with a face on it in an online meme. And most often, it will make you laugh. That’s why we like Ryanair, because it’s sarcastic, unapologetic, and proudly owning its TikTok-trend style of posting.
To stay in the funny, unexpected theme, we have to mention (once again) Liquid Death. It’s slowly becoming the go-to example in marketing because it’s just so surprising, it can’t be ignored.
When we see a gory, bloody, and slightly disturbing animation on our feeds, we immediately think of the canned water brand. But there’s so much to learn from them, starting with the courage to dare to do things so differently.
A less popular brand, but one that does authentic posting just right, is the visual resource platform Death To Stock. Their Instagram content is not overwhelming, yet instantly recognizable. When you see a reel or a carousel from them in your feed, you just know it’s theirs.
At the moment, they have a little over 240 posts on Instagram, even though they’ve been posting since 2016. But that’s the whole point: every piece of content is thoughtfully curated. The reels are a visually immersive experience, while the information they share about visual trends is concise, on point, and actually useful. It’s a page worth following and worth learning from.
And then there’s Jacquemus. The French fashion brand has turned its Instagram into a carefully curated gallery that feels more like an art book than a commercial page. Each post is minimal, playful, and unmistakably “Jacquemus”, whether it’s a sunlit campaign in the South of France, a tiny handbag shot in an oversized landscape, or a quirky behind-the-scenes moment.
They don’t overwhelm followers with content; instead, they post intentionally, creating a visual rhythm that reflects the brand’s poetic identity. That’s why their feed doesn’t just sell clothes, it sells a whole mood, a lifestyle.
Another great example is MUBI, the streaming service for independent and arthouse films.
Their Instagram isn’t about shouting “watch now” at every turn. Instead, it feels like a love letter to cinema. The posts are thoughtfully curated film stills, short clips, and quotes that highlight the beauty of filmmaking. Each piece of content reflects the brand’s identity as a tastemaker for film lovers, not just another platform competing for attention.
By keeping their feed refined and intentional, MUBI has built a community of cinephiles who don’t just follow for updates, they follow for inspiration.
And finally, Patagonia. Their social media isn’t about selling jackets every single day. It’s about telling stories, highlighting activism, and staying true to their environmental values. They know that being authentic means putting purpose before promotion. That’s why their audience trusts them and why their posts stand out in a crowded feed.
There are many other brands starting to value quality over quantity when it comes to content. But we’ll leave you with this homework: try to find them on social media and analyze how their content has shifted in the past year.
We truly appreciate this change, and we hope organic content will continue to regain its worth. Because in the end, users don’t care if it’s a brand’s page. They just want to see content that makes them feel something.
