The Content Dump, Vol 15: Is reactive, trend-driven marketing lazy?

Why not all cultural moments or trends are helpful content opportunities.

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.

This week, we’re diving into everything from reactive marketing campaigns (and why it doesn’t always work) to scripted mockumentaries (and how to nail them). Plus, we’re giving you a stack of creators, founders and podcasts to follow to get those creative juices flowing.

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

🗞️ From The Headlines

⭐ The Human Flex Era is here — here’s why brands are bragging that humans made their content

Earlier this year, we spoke about the rise of “proof of reality” content that focuses on showing how content and products have been made — and the human touch involved.

Since then, bragging about humans creating content has gained even more traction. Poppi, Rhode and Sisters and Seekers are just some of the brands identified by Pretty Little Marketer as following this trend. The common thread? They show the people involved in bringing their products to life — from taste-testing to new product sketches.

Plus, the rise of AI has made brands opt for the “expensive, time-consuming, human alternative” to authentically build trust. Slowing things down, leaning into hand-crafted moments and heroing people seems to be resonating even more deeply — and we’re so here for it.

@sistersandseekerswe’ve got good taste #sistersandseekers #sistersandseekersknit #sistersandseekershoodie

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⭐Hot takes: Why reactive marketing is lazy marketing

By now, you’ve probably spotted that Taylor Swift is coming out with a new album. And you don’t have to look far to see brands jumping on the bandwagon.

Image Credit: Chloe Perkins

We spotted this post from Social Strategist Kieran Hughes, who makes an interesting point: Is reactive marketing lazy marketing?

“I've been watching brands that actually get cultural marketing right. They don't react to every trend - they pick the moments that genuinely align with their brand story and add something meaningful to the conversation.”

It’s a timely reminder that not all cultural moments or trends are helpful content opportunities for your brand. Pick the moments that matter and make sense — and always prioritise your own evergreen, brand-building strategy instead.

🔍 Founder Spotlight

⭐ Madison Stefanis from 35mm Co is one of the most inspiring young female founders to follow on TikTok

Ever wondered what it’s like to live in NYC and build a business in a new market? You need to be following Madison, a powerhouse 24-year-old Australian female founder.

@madisonstefanisNew chapter unlocked @35mm Co 🇺🇸❤️ #movingabroad #nyc #movingaway #solotravel #onewayticket #businessowner #newyork #sharktank

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She’s building 35mm Co, a reloadable film camera, creating and capturing atmospheric memories that will last a lifetime.

From how she’s funded her move across the world to what an average day in her life looks like, Madison’s content is candid, honest and aspirational. Expect the perfect blend of foodie recommendations, travel inspo and unfiltered founder life.

@madisonstefanisMy first birthday living in my dream city. I’m the luckiest girl in the world #newyork #movingabroad

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🎧 Press Play

⭐ Maddison and Rhiannon chat about landing their dream roles on the Style-ish Podcast

Creative careers rarely follow a linear path. But learning about the twists and turns each of us took to get where we are today is both insightful and inspiring.

We’ve been loving this episode of Style-ish featuring Rhiannon (Shameless Media’s Head of Business Development and Maddison (Founder of Dom St Consulting), covering the roles they’ve held, the lessons they’ve learnt and how it’s shaped where they’ve landed today.

@styleishpod#marketing #career #careeradvice #job #careerjourney

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We can’t wait to tune into their fortnightly episodes covering all things brand building, storytelling, and the business of fashion and beauty.

🫶🏻 Content, Ads and Campaigns We’re Crushing

⭐ Bilt’s new content series is a masterclass in trust building

Have you seen this scripted mockumentary by Bilt (a US company that lets you earn points on rent), titled ‘Roomies’? It’s got its own TikTok channel, and each episode is racking up hundreds of thousands of views (and counting).

@roomiesroomiesroomiesEllie from Ohio has 3 weeks to make it in NYC

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The mini series perfectly captures oh-so-relatable scenarios that Bilt’s target audience are facing: roommate rama, career pivots and moving out of home for the first time. The brand is able to use social-first storytelling to authentically build an engaged audience that sparks organic conversations and builds trust.

This quote from Bilt’s Senior Director of Content Cyrus Ferguson (in conversation with Rachel Karten), perfectly captures why this campaign is such a smart long-term brand play.

“When someone eventually needs what we offer, we want them to think of Bilt as a brand that truly gets their lifestyle and challenges. It's about being part of the cultural conversation, not interrupting it.”

⭐Why are landscape videos and YouTube vlogs making a return?

Has anyone else spotted the revival of landscape videos on social media? We’ve been loving seeing this vlog-style content from creators, which is giving us nostalgic OG YouTuber vibes.

@modemischiefstudiosthe perfect day in nyc 🗽🍵 #foryou #dailvlog #dayinthelife #nycvlog #newyorkcity

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What’s especially interesting about this trend is it goes against everything platforms like TikTok and Instagram have been telling us to do. Maximise screen space! Go vertical! Use every inch of real estate you have!

But somehow these videos are still performing, despite not being technically “optimised” for the platform they’re published to. Is it time to test out landscape videos on your brand’s TikTok feed?

⭐ Quick content idea: Recreate the scrolling feed experience in your video content

One last thing before we go! If you’re looking to get creative with video content, get inspired by fashion content creator Linda, who is producing some of the most interesting video content we’ve seen on TikTok.

@linda.szaabag rotation (literally) IG: Linda.sza 🍭 #fashioninspodaily #outfitoftheweek #fashioninspoforyou #whattowear

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It’s interactive, immersive and unexpected — not standard fit checks here.

@linda.szaajust a girl with her girl things 👛 #fashioninspiration #fallfashioninspo #summeroutfits

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