Big up Scrolls #3 - our weekly social media summary, with links to all the goodness you need on a Friday.

This week we have a Pepsi's prebiotics, playful ditties and football glory - then a bonus rant about vocabulary. 

AG1 bring back Cheffy 🧑‍🍳 

Pinesol drop a new ditty 🎵

Pepsi announce their prebiotics 🔴🔵

Tesco ‘rate’ their meal deals 🥪📈

Even Karl Marx has a labubu 🧸

Football stayed home ⚽️

Tomorrowland provides for gym lovers 🎵🏋️

And, want to see some AI bunnies hopping?? 🐰🤖

In social media, we use the word ‘content’ 100 times more than we use the word ‘ideas’.

‘Content’ is the familiar catch-all for everything we create. We have content calendars, content drops, content creators and content marketing is often used to describe a whole as a whole vertical of its own.

But what does ‘content’ really mean?

The word often feels like it describes assets to fill a space.

🚨That is a problem.

Why? 

It prioritises volume over value.

If posting frequency is a key driver of social strategy, it’s easy to slip into the need to produce more but actually say less.

A video, an image, a caption…just get it out there. Phew. That’s today sorted.

But in the race to fill the feed, the purpose of social media is lost. To connect with people, to start a conversation, to build relationships.

The creativity needed to do that is lost.

So, what to do?

Instead of obsessing over units of content, we should be thinking about ideas 💡

Ideas get an emotional response. They provoke engagement. They get shared.

There’s no need to change the vocabulary of social media. We just need to slightly reframe the approach.

Content is the output. But ideas are the spark. A post without an idea is just filler. Bland and forgettable - checking a box but failing to resonate.

If we focus on ideas, content is much much easier. Brands who search their audience data for insights, craft a social positioning, follow culture for inspiration and particularly activate ideas IRL will find that engaging social content becomes second nature.

In an endless scroll of sameness, what stands out is not more content - but better ideas.

Empower your team, agency or freelancer to think like story-tellers and idea-makers. That raises the bar from filling the hole to increasing the impact.

If you find the right idea, that is content sorted.

Next time you are looking at an empty schedule, spend less time panicking and more working on ideas that will lead you to a calendar of engaging ideas.