The Content Dump, Vol 11: Should AI Models Be Used To Sell Clothes Online?

How to retain consumer trust in the AI era.

Welcome to The Content Dump, our weekly round-up of the brands, campaigns and content we’ve been loving this week. Every Sunday, we’ll be curating the content moments you need to know about — ready to inspire you to create some magic in the week ahead.

What does it mean to create scroll-stopping video content? We’ve all heard the terms “bite-sized” and “snackable” before — but how can you win and earn attention in an era of So Much Content? Whether you have your brand’s sights set on Instagram Reels or TikTok, this edition is packed with practical tips, inspiring examples, and unexpected tactics to cut through with video content.

Plus, we’re diving into the debate of AI-generated models and the risks AI-generated content can pose when it comes to consumer trust.

Okay, there’s plenty to cover, so let’s dive in. ✨

🗞️ From The Headlines

⭐ Meta spills the tea on how the Reels algorithm works (and how to optimise your content)

Did you know that Instagram has multiple algorithms, including an algorithm dedicated entirely to Reels? If you’re struggling to see cut through and engagement on your video content, you’ll want to reach this.

Earlier this week, Rachel Karten (Author of the Substack, Link In Bio) organised an exclusive event in collaboration with Meta. This session gave her community a first look at new Instagram features and tangible tips for how to win with Reels content.

Image via Dalilah Arja on LinkedIn.

The TL;DR? Watch time, rate of likes and rate of shares are the most important metrics that will boost the discoverability of your Reels. Oh, and don’t forget to have a clear, strong narrative in your content — according to attendee Dalilah Arja, “The Instagram team mentioned ‘storytelling’ and hooks’ no less than 10 times each” during the session.

P.s. Instagram are currently testing new insights, including the ability to see what part of a Reel or what slide of a carousel prompted someone to ‘like’ your content.

⭐ AI-generated models are here — and experts in the fashion industry have big thoughts

Is it deceptive for brands to use AI-generated images to sell clothes online?

That’s the claim made by Reddit users who spotted fashion label Atoir using AI-generated visuals to sell its clothes on The Iconic (as reported by Pedestrian TV).

Image via Pedestrian TV.

Sarah Neill (Founder and CEO of global social shopping platform, Mys Tyler) published an interesting op-ed on the topic, discussing why AI-generated models are “the easy way out fashion can’t afford to take”.

As Sarah writes,

“In the race to scale, cut costs, and keep up, brands risk chasing a shortcut that won’t actually solve the problem. Worse, it could chip away at consumer trust and ultimately hurt the brand.”

The message is clear: Not everything is the right use case for AI, and easy wins (like fast-tracked content production) come at a cost, namely eroding trust with consumers.

⭐ Still sleeping on Substack? The platform just raised another $100M in funding, now valued at $1 billion

More brands are launching on Substack than ever before, and it’s not hard to see why. On social platforms, it’s harder than ever to build an audience organically — let alone future-proof your ability to reach your followers. The algorithms and tech giants call the shots.

But Substack is different. You can own your audience and deliver content directly to your subscribers’ inboxes. Plus, you can monetise your best content, too.

Still need a push to get started? According to Reuters, Substack has just closed its Series C raise. These new funds will allow the team to double down on the Substack app, which is “designed to help audiences reclaim their attention and connect with the creators they care about”, explains Substack’s co-founders.

A media future to believe in

🎧 Press Play

⭐ Arielle Thomas in conversation with Emma Lewisham for Process The Podcast

What does it take to build a beauty brand from scratch? Emma Lewisham jumps on the mic to share the sacrifices, mindset shifts and moments of doubt she encountered while building a pioneering skincare brand rooted in science and sustainability.

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A post shared by @processthepodcast

In true Process The Podcast style, this conversation is transparent, practical and empowering. Emma’s honesty and vulnerability are so generous, and it’s incredible to see the emotional labour and resilience needed to build a brand with such integrity.

Plus, we love that Emma has a clear 100-year vision for her brand and how that guides every decision she makes. A must-listen for current and aspiring entrepreneurs!

🔍 Founder Spotlight

⭐ Sam Richardson (CEO of Butter), a tech platform powering the future of in-person connection and social health

Making new friends as an adult is bloody tough. Luckily, Sam Richardson (Founder and CEO of Butter) is on a mission to make IRL connections a little bit easier.

@join.butterWelcome to Butter #founder #foundertok #tech #quitmyjob #newapp #founderstory #womeninbusiness

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Butter is an app that helps you find and hang out with new friends. It was born from first-hand experience. In her 20s, Sam’s friendships started to drift, and she found herself craving new connections that reflected where she was headed, not just where she’d been.

We love the concept behind Butter because it’s insight-le,d too. It wasn’t just Sam craving an intentional community: it’s a systemic issue so many young people are facing. Take this stat: Over 60% of adults struggle to make friends.

As Sam shared on LinkedIn,

“Butter exists for the people who've outgrown their social circles, and want connection without needing to be the loudest person in the room.”

Make sure to follow Sam on LinkedIn to follow her journey as she builds in public. We’ll be cheering her on from the sidelines, too.

🫶🏻 Content, Ads and Campaigns We’re Crushing

⭐ Is Polaroid’s new campaign “the most iconic anti-AI ad of the year”?

In a revolt against all things artificial, the team at Polaroid have delivered a new campaign that has been dubbed “the most iconic anti-AI ad of the year” by Creative Bloq.

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A post shared by @polaroid

To launch Polaroid’s new Flip camera, the brand has creatively delivered on the product’s tagline (“The Camera for an Analog Life”). Using Polaroid snaps and handwritten copy, the campaign reminds us that “AI can’t generate sand between your toes” and questions, “how much of your camera roll do you really remember?”.

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A post shared by @polaroid

It’s provocative, poignant and a timely reminder that taking a stand as a brand is key to memorability and relevance.

⭐Get inspired by IMBIBE’s incredibly sensory TikTok content

Ingestible and clean skincare beauty brand IMBIBE are nailing TikTok content with a sensory approach.

@IMBIBEBeauty starts within, that’s where we begin. 100% clean ingredients and proven by visible results.

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The brand’s paid TikTok ads are a prime example of this, featuring simple product photography carefully edited against simple audio — effervescent water pouring over a glass filled with ice and liquid being added, one droplet at a time.

It’s premium, considered and allows the brand to strategically reuse product photography in a way that still performs on social media.

⭐ Lohause use cinematic storytelling and an unexpected protagonist to stand out on TikTok

Who said high production doesn’t work on TikTok? Eyewear brand Lohause have dedicated its entire TikTok presence to mini episodes featuring a stylish, cool grandpa.

@lohauseLife is very simple.

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While other brands focus on Gen Zs and Millennials, Lohause throw out the rule book and takes an unconventional approach. Each video sells an aesthetic and an enviable lifestyle, with the brand’s eyewear subtly featured as part of the scene.

Here’s why it works: Lifestyle content creates demand by painting an aspirational vision of life that consumers want to be part of — it’s so strategic that we don’t even realise we’re being sold to either.

(Thanks to Joel Marlinarson for bringing this brand to our attention!).

And that’s a wrap! See you next Sunday for another dose of all things content. ✨