Time for Scrolls #9 - the nights are drawing in and that means there's more time to take a flick through what's been hot on socials over the past seven days. 

This week it's all strikes, slims and sausage rolls 👇

Lime win the tube strike 🚴

Cheetos (+ iPhone) go slim 📱

Jet2 and Greggs take a tasty trip 🤤✈️

Heinz throw some shapes 🍅🍟

Frive have a fit 😤

KFC Canada go green 🐓💚

Nike & Tyler ask "Why do it?" ⚽️🎾

Now wins on social. For brands to cut-through, you can’t rely on content created weeks ago. You’ve got to show up now.

Evergreen content still has a role - it keeps your feed ticking along, it reminds your community of your USPs, educates about products/services and can trigger conversion by pointing to your retail or basket. Not every post needs to win hard, evergreen content fills out what the audience needs to know about your brand, so shouldn’t be dismissed

But, for posts to spark attention, they need to be tied to what’s happening today.

To achieve that, brands need to act like a newsroom...

✅ Look for the stories you have to tell

People are thirsty for news. So making sure your marketing calendar is lively with new drops, team updates, brand partnerships, IRL and media activations helps keep social alive.

✅ Track what’s happening in culture

This is easier if you already have a firm idea of the cultures your brand and you audience care about - with that in place it’s easy to create a list of key events and moments that you need to get ahead of and spot live conversations to show up in.

✅ Make BTS a strategy

Your community want to connect with the humans behind the brand. No-one follows a logo. So, real-time content of your team reacting to all of the above reminds followers that the brand is human, energetic and alive.

Being in the moment doesn’t mean posting every day, it means making every post matter.

The brands that are winning make sure they have a calendar with regular current stories to tell, they react meaningfully to what’s happening in internet culture and they make their content human.

Those three rules are a good starting point in making your social content feel ‘newsworthy’.