Creative that gets views is focused on grabbing attention through trends, entertainment, or virality, but it often lacks a clear connection to the product, so people just watch and scroll. Creative that drives sales still captures attention but also builds trust and gives a reason to act by showing value, solving a problem, or making the product feel relevant, so it turns viewers into customers instead of just impressions.

I Do Like Running, Heavy Lifting.

Right now, brands doing social well are the ones that behave like creators instead of companies. For example, Duolingo and Ryanair stand out because they use humor, trends, and relatable content that feels native to platforms like TikTok. Their posts don’t look like ads—they look like content people actually want to watch and share.

What makes them effective is speed, personality, and authenticity. They follow trends quickly, maintain a clear brand voice, and focus on engagement rather than just promotion. This is similar to what I’ve seen while growing accounts—content performs best when it feels real, relatable, and entertaining rather than overly polished or sales-focused.