1. Short-form video and raw authenticity Short-form video remains the dominant content format across major platforms like TikTok, Instagram Reels, and YouTube Shorts — and audiences are especially drawn to content that feels unfiltered and real rather than polished ads. Authentic, “real person” posts and UGC are increasingly prioritised by social media users and brands alike. Sendible 2. AI content tools and generative AI integration Generative AI and AI-powered content creation are now widely adopted in social media strategy, shaping how content is produced, personalised, and distributed. AI tools are becoming a standard part of creative workflows. Hootsuite 3. Nostalgia and comfort trends (e.g., 90s Christmas aesthetic) Audiences are engaging with nostalgic and comfort-oriented content, such as 1990s-inspired holiday aesthetics and retro themes, which are circulating widely on TikTok and other platforms. theguardian.com

My best 3 hooks are all built around immediacy, relatability, and curiosity:“I wish someone told me this earlier…”This works because it feels personal and instantly signals value, especially for students or people trying to fix a problem.“If you’re struggling with [specific problem], watch this.”It directly calls out the audience and makes them feel seen, which stops the scroll.“This saved me so much time and I didn’t expect it to.”It creates curiosity without sounding exaggerated and invites viewers to find out why.I usually keep hooks short, spoken naturally, and delivered within the first 2–3 seconds so they feel native rather than scripted.

Right now, the content that engages audiences best is short-form, authentic, and value-led.People respond most to content that:Feels relatable and human, not overly polishedGets to the point quickly with a strong hook in the first 2–3 secondsShows a real problem and a real outcome, not just featuresUses storytelling, even in very short clipsFeels native to the platform rather than like an advertPractical demos, honest POVs, and “here’s what actually helped me” style videos tend to perform better than high-production ads, because they build trust and keep attention.