In today’s digital landscape, social media isn’t just about showing up, it’s about standing out. And by studying what brands across our clients’ industries are sharing, we discovered some key trends, tactics and takeaways – all of which can help you shape a stronger strategy.
Industry #1: Mental Health
A standout format across all industries is the carousel post. This swipe-able style is ideal for repurposing blog content, breaking down complex ideas, or sharing quick tips and takeaways.
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Carousels invite users to swipe at their speed, and when they deliver real value, they’re far more likely to be saved, shared and revisited.
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These carousel concepts are more dynamic — designed to draw users in, encourage scrolling and inspire sharing.
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Reels have a greater potential to be discovered by new audiences, thanks to Instagram’s algorithm favoring short-form video. And while many associate Reels with a higher production value, they can be just as effective when kept simple, using type to grab attention and drive engagement.
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When possible, type can be layered over stock footage or real video, helping the Reel feel more native to Instagram’s platform.
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Reels can also be a great way to share quick tips or lists, like a condensed video blog, by pairing supers with cuts to different video clips. Again, this can be stock footage or real video.
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Many brands tap into humor, even with topics that aren’t inherently funny, to connect with audiences on a personal level and create content that’s more relatable and memorable.
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Industry #2: Physical Health
While more copy-heavy, many health brands repurpose blog posts into social carousels, making important information more accessible and extending its reach across their online presence.
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The same format can also be applied to a Q&A style, showcasing expert voices and positioning the brand as a trusted thought leader.
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While carousel posts are an effective way to repurpose blog content, Reels are, too. Experiment with formats and see what resonates with your audience.
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Mix up your promotional and educational content by showing off your space. This could be a tour-style Reel or a striking shot of campus. Bonus points if you give it a theme, like in this example, to make it even more engaging.
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Many condition-specific social accounts share share powerful statements their audience will relate to.
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Consider connecting your content to pop culture and/or current events, if there’s a relevant link.
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Or, tap into nostalgia. Linking your content to familiar memories can make it more relatable and increase its chances of grabbing attention.
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Industry #3: Financial Services
Carousels are a versatile, high-performing format across all industries. If your brand hasn’t tried one yet, consider including it in your next social project.
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You can also push the format further by using it for more creative concepts, like a themed personality quiz or a flowchart that guides your audience through a process.
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Still posting standard holiday greetings? Many brands are thinking outside the box, creating content users will engage with, rather than just scroll past.
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Don’t be intimidated by organic Reels. Some can be simple, especially if they’re leveraging trends. (For example, the “this and…” concept was popular earlier this year.)
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The “I had lunch with my younger self…” trend was a storytelling format seen in short-form video where someone imagines or describes meeting a younger version of themself. Brands jumped on board to offer relevant life advice, reassurance and funny commentary.
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The “rating how excited I am to…” trend began with people showing their excitement for various desserts by opening their mouths at different widths. However, many brands and creators adapted it to showcase enthusiasm for topics relevant to their audience.
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Brands don’t always have to dive fully into a trend to stay relevant. They can also leverage popular buzzwords or current slang to engage new audiences. For example, in the Reel below, a Chase representative “spills the tea” on earning bonus points.
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While we’ve seen examples of Reels using type on a color background, supers over footage, and clips stitched together into a full video, it’s also worth noting that brands can leverage motion graphics to add energy, illustrate concepts, or make content feel more polished and dynamic.
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Industry #4: Insurance
Some brands incorporate their logo into lifestyle-focused imagery, striking a balance between promotion and visually appealing content.
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To get employees involved, brands have had them draw the company’s logo from memory, as well as draw it with their non-dominant hand.
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Tapping into the popularity of ASMR, Auto-Owners filmed clips of employees creating satisfying sounds around the office, turning everyday moments into engaging content.
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Reels are great for testimonials. Ideally, we’d feature a real person sharing their story, but if that’s not possible, we can still get creative with visuals, text or voiceovers to convey authentic experiences.
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Insurance can be a tough topic to make engaging, but it’s possible to be both educational and entertaining. In these examples, brands tapped into trends, shared helpful tips, and even celebrated holidays.
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Industry #5: Education
Many schools posted campus photos paired with playful “Pantone” swatches, naming colors after themed references like Bucky Badger Brown, Stripe Out Saturday and Ivy-Covered Halls.
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Here, MSU overlaid lyrics from the school song onto stunning campus photos: content students and alumni would be proud to share.
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To get students excited for the new semester, MSU also created a carousel highlighting season-specific experiences and traditions.
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Northwestern leveraged the carousel format by breaking down a school-specific topic, frame by frame.
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Tours easily translate to Reels, but adding a creative twist helps them stand out. Here, for example, a stuffed mascot guides viewers around the school, adding personality and fun.
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Reels also work well for man-on-the-street–style interviews, capturing authentic reactions and engaging stories in a quick, shareable format.
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Industry #6: Nonprofit
Of course, nonprofits leverage their social channels to ask for support, whether it’s a direct donation request, a participatory fundraiser, an event, or a list of ways to get involved and make an impact.
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Nonprofits also share empowering affirmations tailored to their audience, fostering connection and inspiration.
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Educational content is a frequent focus, helping audiences learn more while also positioning the brand or organization as a trusted resource.
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At the end of the year, Spotify highlights users’ listening habits in a playful recap. Many brands adopt a similar approach to showcase their impact in a fun, shareable format.
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Great ideas don’t happen in a vacuum. By looking at how other brands show up on social, we can find the inspiration we need to stand out in new and meaningful ways. Want to talk strategy? Reach out to our team to see how we can help turn these insights into action.
