Four underutilised content ideas for your H2 social media marketing plans

14 July

Social media moves fast, and we often see the same trends and styles repeated as we scroll down our feeds. As brands, creators, and day-to-day users, it can be fun (and often, beneficial for reach) to jump on trends, creating our own interpretations of already-popular content. Although hopping on existing trends and using viral sounds may serve a purpose, this strategy doesn’t always highlight our creativity, or stop scrollers in their tracks. Sometimes, opting to create content that is truly unique and speaks to your brand is necessary in order to grow your audience and build a community.

Some of the most effective tools are sitting right under our noses, at the ready for a bit of creative reinvention. Here are five often-overlooked social media marketing opportunities that still hold lesser-tapped potential:

1. Stories for, well, storytelling

When Instagram introduced Stories in 2016, it was seen as a direct response to Snapchat. Many doubted the feature would stick around, but here we are, nearly a decade later, and Stories have become a core part of the social media experience on numerous platforms. However, somewhere along the way, we stopped using it to recount experiences, and instead started using the feature as a brief highlight reel (literally).

What was once a space for spontaneous content to keep our followers in the loop has become a stream of product shots, influencer features, giveaways, and curated clips. Although these content styles can be visually impactful and serve key purposes, there’s an opportunity to dig deeper.

Stories provide a chance to take your audience on a journey. There are countless ways to approach this, including multi-part series, stories centering brand narratives, mini-documentaries, and event storytelling with commentators, so even when your audience isn’t physically present, they feel like they are. These formats still exist, but they’re underused compared to their potential. Consider your goals, and tailor these to fit.

2. Brand collaboration treasure hunts

Brand collabs often spark real excitement in audiences, especially when there's a clear overlap in target demographics. Over the last year we’ve seen brands ramping up on these, and announcing with striking visuals. However, many are missing a trick: gamifying campaigns.

Brand collaboration treasure hunts are a rarity, as well as a powerful opportunity to expand audiences, drive sales, promote engagement, forge lasting partnerships, and increase brand awareness. There’s no one specific way this could look, as other channels can be interwoven, different audiences can be targeted, and existing brand themes can be touched on.

An example of what this might entail? Instead of just announcing a collab, two (or more) brands send their audiences on a digital scavenger hunt across multiple platforms. Maybe there are clues hidden in captions, hints left in TikToks and blogs, and puzzle pieces dropped in newsletters and Discord channels. This gamifies the experience, while also pulling audiences deeper into each brand’s ecosystem, rewarding them for paying attention.

It really doesn’t need to be complex, just well thought-out. These kinds of activations generate excitement because, simply put, the audience feels like part of something. It’s why we loved websites like Club Penguin and interactive games growing up. We felt seen, it was lighthearted escapism, and there was a chance to be rewarded for having fun.

3. The art of art.

It’s time to talk aesthetics. It’s well known that visual cohesion plays a huge role in brand recognition on social media. The platform is full of carefully planned grids, colour-coded Reels, and inspirational quote tiles. However, if you’re looking to grab attention, it may be worth taking an eye-catching artistic approach.

Art-inspired content could mean anything from unique animations, collaborations with visual artists, abstract photoshoots, or oil-painted versions of your products. The goal doesn’t need to be perfection, but instead intrigue. There’s power in posts that don’t immediately feel like marketing. Art disrupts the average feed in a way that feels human, expressive, and different. This also provides another opportunity to show what your brand stands for, as art is all about conveying messages in unconventional ways.

As platforms become more saturated, leaning into aesthetics that evoke emotion or curiosity (instead of only sticking to classic brand guidelines) can be the thing that makes someone stop, engage, and remember you.

4. From behind the camera to on the screen.

The concept of “humanising your brand” isn’t a new one, but it is a concept that isn’t frequently executed to its full potential. Consider ways that you can uncover the voices behind your brand, beyond the occasional 1-minute “day in the life of a social media manager” TikTok.

Authenticity is a key word buzzing around the marketing world right now, and manufactured authenticity isn’t a great look. Of course, when creating content, it’s often necessary to plan ahead, but brainstorming a rough outline of what you want to touch on in your content, and scripting a full 5-minute video, are two very different things. Instead, consider having a member of your team vlog the making of a campaign, from beginning to end. Make this into a mini documentary to create a multi-part series on TikTok and post the full video to YouTube. This rapport building initiative allows your audience to connect with your brand on a deeper level. People are naturally curious; they often want to know the ins and outs of who's doing the work, what challenges are being faced, and how ideas evolve from the brainstorming stage to the products, services, and content they love.

Think about all the moments you could share: pitching the idea in a meeting, creating mockups, testing samples, celebrating a small win, or fixing that mistake you may have accidentally overlooked. These kinds of moments build trust, reinforce transparency, and show that there are real people with real passion behind their favourite accounts. The more natural and spontaneous your content feels, the better.

The biggest takeaway? Embrace originality.

As algorithms shift and platforms evolve, the one thing that always stands out is unique content. While there’s value in participating in trends and optimising for reach, some of the most impactful content is created when we pause and think differently.

The tools are already at your fingertips: Stories, artistic visuals, collaborative campaigns, and the people behind your brand. Use these as opportunities to build connection and rediscover the fun that social media can provide. So, revisit those overlooked ideas, schedule some time to brainstorm to get those creative juices flowing, and give these underused formats some consideration. As usual, make sure to add your own twists with your end goals in mind, and enjoy your revitalised content.