Edit Media Group

Your feed is lying to you 📲👀 The internet spent years helping us find our people online… and now everyone wants to meet offline. Here’s the shift brands need to understand ⬇️ 🧠 The algorithm got 'too good' Personalized feeds created ultra-niche communities. Now, people want those connections IRL - not just on a screen. 📍 The algorithm is going analog Think: run clubs, creator meetups, watch parties, niche community events. People are turning shared interests into real-world experiences. 💬 Audiences are craving proof of reality They want brands that feel human, tangible, and present offline. Not just polished feeds and curated aesthetics. 🎟️ IRL doesn’t have to mean 'big activation' What works now: small workshops, founder Q&As, casual community meetups, niche experiences with actual connection. ✨ The vibe shift? People are sick of hyper-produced 'brand experiences.' They want weird, niche, spontaneous, low-pressure, and community-driven moments. 📸 Document casually, not corporately iPhone energy > overproduced recap video. Make it feel like people missed out on something real. 🤝 Community is the new loyalty metric Forget follower count for a second. Ask: Would people show up for this brand in person? Because that’s the real signal of connection now. 💬 Read more on the blog for the full breakdown of what this shift means for brands, community, and the future of social: https://lnkd.in/grt79q9r

Hot take from a Chronically Online Social Media Manager: Influencer fatigue is real, and audiences are officially over it 📉📲 Follower count alone doesn't influence anymore... trust, relatability, and authenticity are the new currency online. 💬 People want connection, not excess Audiences are moving away from ultra-curated, unattainable lifestyles. 'Friend-to-friend' energy wins over celebrity marketing today. 🧠 Relatability is the new influence Honest routines, grounded creators, and real opinions are outperforming perfection. Emotional intelligence now matters as much as aesthetics. 📉 Luxury fatigue is growing Overconsumption and disconnected content feel especially out of touch right now. Audiences are paying attention to how creators respond to real-world conversations. 🤝 What this means for brands Organic UGC continues to outperform overly-polished partnerships. Bottom line? Consumers trust people they can relate to. ✨ Influencer marketing isn’t dying - it’s evolving The creators winning today feel approachable, self-aware, culturally in-tune, and genuinely connected to their audience. 🚀 Read our full take on our Substack: https://lnkd.in/dHRVgW8P

Recent work for Florence by Mills Beauty's Stay Plush launch 💋 In a crowded feed, elevated visuals help establish instant brand perception - turning products into aspirational, scroll-stopping moments.

A peek inside our last shoot with Florence by Mills Fashion 🎬 From campaigns to social-first content capture, The Edit has continued to develop a more integrated production approach - creating scalable systems that support faster turnarounds, stronger storytelling, and elevated creative across every brand touchpoint. Get in touch to work with us!

Welcome to AI maxxing for marketers 🤖🧠 The teams winning right now aren’t using AI to replace creativity - they’re using it to remove friction. Because the advantage isn’t just automation anymore... it’s how quickly you can turn ideas into momentum. Follow for more from The Edit.

Let's break down Instagram’s new 'Instants' feature 👀 Instagram is leaning even further into private, low-pressure sharing - here’s what you need to know ⬇️ 📸 What are Instants? A new disappearing photo-sharing feature focused on: temporary content private interaction less performative posting 🫥 No viewer list People can engage without the pressure of being “seen” watching Creates a more casual, less curated experience 💬 Private replies + reactions Engagement happens in a more intimate way Less public performance, more direct conversation ⏳ Photos disappear Designed for 'in-the-moment' sharing instead of permanent posting More 'send this to a friend' energy than polished feed content 🧠 Why this matters strategically Instagram is continuing to shift toward: private sharing DMs + community low-lift content authentic interaction over polished broadcasting ✨ How brands can use Instants BTS moments + casual updates product sneak peeks exclusive drops or limited-time offers quick community touchpoints that feel personal 📲 How creators can use it daily life moments unfiltered content soft launches + testing ideas deeper audience connection without feed pressure 🚀 TL;DR Social is becoming less about broadcasting to everyone, and more about creating smaller, more personal moments people actually want to engage with.

Instagram just launched "Instants" and it's giving… Snapchat. From 2013. Today Meta dropped a brand new standalone app: disappearing, unedited photos. No filters. Vanishes after one view. Goes to Close Friends only. So basically Snapchat. With a BeReal chaser. Launched in 2026. I've been in this industry 17 years and the audacity of launching a Snapchat clone and calling it innovation never gets old. Instagram literally killed Snapchat's stock by copying Stories in 2016. And now they're copying Snapchat again. Respect the commitment to the bit! But here's what actually matters for your brand: → Authenticity is now a product feature. Meta is building infrastructure around "unfiltered and real" because polished content has a trust problem — especially with Gen Z. → Ephemeral = urgency. Disappearing content drives engagement. Brands that use Close Friends strategically for drops and exclusives will win. → "Disappearing" is a front-end illusion. Instants are saved in your archive for a year. The content lives. Plan accordingly. Will it pop or flop? Unclear. BeReal had its moment and faded. But Meta has the distribution BeReal never did. The real question isn't whether to use Instants. It's whether your brand has anything worth sharing unfiltered. Does yours? Thoughts / feelings?

Community isn’t a campaign - it’s the infrastructure 🧠🤝 The brands winning right now aren’t just building audiences… they’re building systems around them ⬇️ 💬 Audiences want access, not just content: Treat your community like active participants, not passive consumers. Audiences now want access, influence, and a sense of ownership. 📈 Community = growth engine: Community drives acquisition, retention, and loyalty. This is the difference between brands that plateau vs. those that scale. 🤝 Co-creation is the new standard: Build with your audience, not just for them. Early involvement = deeper emotional investment and organic advocacy. 📦 Seeding is getting smarter: Less mass gifting, more cultural placement. Essentially, quality over quantity. 🍽️ Low-lift > overproduced: Casual, consistent touch points build real connection. 📉 The shift in influencer strategy: Overly curated brand trips are losing impact. More inclusive, grounded experiences = more trust. 🌐 Community is an ecosystem: Brands should create multiple entry points for participation (followers → contributors → advocates). 🚀 The takeaway: If you can remove community from your strategy and nothing changes… it’s not integrated enough. 💬 Keep up for more social tips + strategic takes: https://lnkd.in/ghRBp83B

Back with another Instagram update 🚨📲 Original content matters now more than ever ⬇️ ⚠️ All reposted content will now be flagged - Instagram is expanding its policy beyond Reels (this now includes photos + carousels) - Accounts that mostly repost will not be recommended to non-followers 📉 Your reach can be limited - If your content isn’t original, you’ll lose visibility on: Explore Recommendations Suggested feeds 🧠 It’s about your overall account - IG evaluates what you post over time (not just one post) - Heavy reposting across a month = reduced distribution 🚫 Credit ≠ originality - Tagging the creator isn’t enough - Watermarks, minor edits, or reposts won’t qualify - “Original” = transformed, remixed, or reinterpreted content ✨ What counts as original - Commentary or POV added - Creative edits or storytelling - Remixing content into something new 🔎 Check your status - Use Account Status to see if you’re impacted or to appeal

A mermaid-coded partnership featured on People Brands and Things! Our partnerships team brought the magic of Disney to life through dreamy, ocean-inspired creative and beauty storytelling. Partnering with influencer Sophia Sinot, the campaign leaned into scroll-stopping viral makeup moments and culturally relevant timing. Stay tuned for more to come! Featured here: https://lnkd.in/gDuAVUdm