Written by If there’s one mistake we see businesses make over and over again, it’s this: They think their product (or service) is the star of the show.
It’s not.
Your audience doesn’t wake up wondering how your product was made, what features it has, or why your company is different from everyone else.
We can’t tell you how many well-paid marketers think this way.
Instead, your audience wakes up thinking about their own lives. They’re thinking about their problems, their aspirations, their emotions, and the experiences they want to have.
Yet so many brands spend every post talking about themselves.
“Our newest product…”
“Our latest service…”
“We’ve been in business for 25 years…”
“We’re the best because…”
Imagine showing up to a party and talking about yourself for two straight hours.
That’s exactly what it’s like.
The brands winning on social media have figured out something incredibly important: Your product should almost never be the main character.
It should be the supporting actor.
There’s one important note…
Before we start into the meat and potatoes of this content, there’s one thing we want to set straight.
Product and service are used interchangeably.
Your business might be a product company or a service company. The lesson here is the same and applies to both type of organizations.
The Best Brands Sell a Feeling…Not a Product
Think about the brands dominating social media right now.
They’re not constantly selling.
They’re telling stories.
They’re entertaining.
They’re teaching.
They’re inspiring.
Their product simply exists within the story.
The logo may not even show in the content. If it does, it’s at the end – not the beginning.
Instead of asking:“How can I talk about my product (or service) today?”
Ask:
- How does my product make people feel?
- Who does it help them become?
- What experience does it create?
- What conversation can it start?
That subtle shift changes everything.
We’ve Found That Most Great Brands Fall Into One of Five Content Styles
After analyzing hundreds of successful businesses, we’ve noticed they typically lean heavily into one primary content strategy.
Not five.
Not ten.
Usually just one that they execute exceptionally well.
1. The Documentarian
This brand documents real moments.
A great example is Pick ‘Em.
They sell flavored toothpicks.
Sounds pretty ordinary, right?
But they rarely make content about flavored toothpicks.
Instead, they travel to events and create videos of celebrities and interesting people trying their product.
Their content is about reactions.
The product simply enables the story.
@pickemstoreWhen you meet James Corden!🤯♬ original sound – pick’em
2. The Teacher
Some brands earn attention by educating.
Take American Pipe Dream.
Yes, they sell military surplus clothing.
But scroll through their content and you’ll quickly notice something:
They’re teaching military history—with a healthy dose of humor.
The audience keeps coming back because they’re learning something interesting.
The clothing is almost secondary.
@americana.pipedream🇬🇧 How Brass Wires Helped British Troops Survive WWI The GORAL B5 WWI Replica Boot is created in collaboration with William Lennon. Established in 1899, William Lennon were original contractors for these boots, issued to British troops during the Great War, making this pair more of a continuation series than a replica. Each boot is produced using original patterns and cutting knives from surviving factory archives, fitted to the authentic wooden 2181 square-toe last. This is a no-frills, tough-as-nails boot built for hard wear. The uppers are crafted from Waxy Commander leather by Charles F. Stead, renowned for its rugged character and ability to develop a rich patina over time. The heritage brass-screw construction, for which William Lennon is famed, is solid and dependable, while the double-layer leather midsoles and Dainite rubber forepart and heel outsoles deliver durability and traction. Unlike the original Great War boots, which featured iron hobnails, this modern interpretation is designed for everyday wear, preserving its military heritage while offering contemporary comfort and practicality. Finished with a seven-eyelet lacing system and a clean, soft-toe silhouette, the B5 WWI Replica Boot perfectly balances authentic vintage design with British craftsmanship built to last.♬ original sound – Americana Pipedream Apparel
3. The Aspirer
This is one of the most powerful strategies.
Look at LOHAUSE.
They sell eyewear.
Yet they almost never talk about glasses.
Instead, the main character in their content simply happens to be wearing them.
They’re not selling frames.
They’re selling identity.
Confidence.
Style.
The version of yourself you become when you wear them.
People don’t buy glasses.
They buy who they believe they’ll become.
@lohauseI’ll live my way or I wont live at all.♬ original sound – lohause
4. The Inspirer
Sometimes your content simply makes the world a better place.
That’s exactly what La La Land Kind Cafe does.
Yes, they’re a coffee shop.
But their social media is filled with employees complimenting strangers and encouraging acts of kindness.
The coffee isn’t the story.
Kindness is.
The product quietly supports the mission.
@lalaland the man at the end with the mustache was the sweetest🥹☺️ drive- by kindness HIGHLIGHTS!💛 #drivebykindness #normalizekindness #spreadkindness #bekind #fyp ♬ Pieces (Solo Piano Version) – Danilo Stankovic
5. The Entertainer
Entertainment might be the strongest marketing strategy of them all.
Look at the Savannah Bananas.
They don’t spend their time explaining baseball or all the fun rules they created.
They show dancing players.
Laughing fans.
Crazy stunts.
An unforgettable atmosphere.
People watch and think:“I want to be part of that.”
@thesavbananas Incoming Message📩 Groovy Moves Ahead🕺 @Connor Harris @reesealexiades @TheGloveMagician @Jackson Olson #savannahbananas #bananaball #dance #choreo #baseball ♬ original sound – thesavbananas
And one our favorite examples is Judy’s Family Cafe in Galesburg, Illinois.
Sure, people know the restaurant for its giant pancakes…
but that’s not why they’ve driven from across the country to eat there.
They came because they discovered Judy on social media.
Her hilarious personality, infectious energy, and entertaining videos made her the main character.
The pancakes simply became the supporting actor.
Today, her videos have generated hundreds of millions of views, attracted visitors from thousands of miles away, and transformed a small-town restaurant into a nationally recognized destination.
It’s important to note that she didn’t build her brand by constantly talking about pancakes.
She built it by giving people a reason to care long before they ever sat down at a table.
@judysfamilycafeDo you want some 🥞?♬ original sound – Judy’s Family Cafe
The same goes for Village Revival Records.
Instead of endlessly posting pictures of the latest vinyl records they’re selling, they turned their record store into an ongoing sitcom called Revival of the Fittest.
Imagine The Office…
…but set inside a vintage record shop.
That’s memorable…and shareable.
@revivalofthefittest.tv The girl’s are gonna go crazy for him. #revivalofthefittest ♬ original sound – revivalofthefittest.tv
Notice the Pattern?
Every one of these brands understands the same principle:
The product isn’t the strategy.
The strategy is the story.
The product simply plays a supporting role.
That’s what makes the content enjoyable to watch.
People don’t feel like they’re being sold.
They feel like they’re discovering something worth following.
Your Audience Doesn’t Want Another Commercial
Social media has changed.
People don’t open Instagram, LinkedIn, Facebook, or TikTok hoping to watch another advertisement.
They want to laugh.
Learn.
Feel inspired.
Escape.
Connect.
If your content only talks about your product, your audience has very little reason to keep watching.
But when your content consistently delivers value, people begin following your brand for something much bigger than what you sell.
Ironically, that’s when sales start to increase.
Your Challenge This Week
Go look at your last two social media posts.
Now ask yourself one simple question: Who was the main character?
If the answer is your company, your service, or your product…
It’s time for a new strategy.
Choose one of these five approaches:
- Documentarian
- Teacher
- Aspirer
- Inspirer
- Entertainer
Then commit to it.
Double down on what resonates with your audience.
Because the brands that are winning today aren’t talking about themselves.
They’re creating content people actually want to watch.
And their product?
It’s simply the supporting actor that helps make the story possible.
Coming up with one great content idea is easy. Building a strategy that consistently produces engaging content week after week is where most businesses hit a wall. That’s where we come in.
At Delack Media Group, we help brands develop content strategies that people actually want to watch and then bring those ideas to life with consistent, high-quality execution.
If you’re ready to stop creating ads and start building a brand people genuinely want to follow, let’s talk.