Winning the morning coffee scroll

Scrolling through reels this morning​ with my coffee, I couldn't help but notice the volume of AI-generated content flooding my feed. Coupled with the already addictive nature of short-form video, it got me thinking about the speed at which content is now being churned out.

​This once again got me wondering: just because we can create content i​n seconds, should we? As conversations continue around the addictive nature of these platforms​, including potential bans for under-16s​, it feels like we need to really consider our relationship with social media. Instead of brainlessly flicking through reels dictated by an algorithm, ​surely our time would be much better spent consuming thoughtfully created content that offers genuine quality and purpose.

But what does this shifting landscape mean for brands? 

If consumer habits have evolved into mindlessly swiping past an endless sea of AI-generated images and fast-paced videos, the challenge becomes figuring out how to actually make someone stop and drive genuine engagement that adds real value. 

Social is still a key channel for me for discovering new restaurants I want to try, finding the next golf course I want to play next, or for fashion or home inspiration. I’ll also be the first to share something I like with friends or family. 

To create social content that actually works, it starts with knowing exactly who you are and sticking to it. ​If your social channel ​acts as your "shop window"​, it needs to accurately reflect your brand identity and what you stand for. Crucially, making sure every piece of content has a definitive purpose rather than just adding to the endless noise being posted daily. 

But if social media is struggling to drive ​quality engagement, what channels ​actually do? 

For me​, probably unsurprising given my job and how I consume my news​, earned media is where I give brands my most focused attention. 

During a morning scroll of my phone with a coffee, if I spot an interesting ​news story or feature, I will actively stop, read it, and often share it. That represents genuine, quality time spent with a potential customer in a way no other channel can. It is a meaningful connection that holds far more weight than a quick flick of a reel before the algorithm feeds our brains the next piece of content.