Edit Media Group

Is your brand showing up in culture? Posting content isn't enough anymore. The brands breaking through are participating in moments people already care about. Here's what marketers need to know ⬇️ 🎭 Culture > Content Audiences are tuning out traditional marketing Feeds are more crowded than ever AI is making content easier to create 🚀 What stands out now? Relevance The strongest brands show up in: cultural moments, community events, live conversations, and shared experiences. Not just scheduled content calendars. 🤝 Authenticity is earned, not posted Consumers want proof that brands exist beyond social media. They want brands that participate, listen, react, and contribute something meaningful. ⚡ Speed is becoming a competitive advantage The internet rewards brands that pay attention, have a clear POV, and can respond quickly. Often, the best-performing content comes from observation, not production. 📣 The new marketing flywheel ✨ Activation sparks attention 📲 Social amplifies the moment 📰 Earned media extends reach 💬 Community keeps the conversation going 🧠 Don't chase every trend The goal isn't to be everywhere. It's to identify moments that naturally align with your audience and brand identity. 💻 Consider this your inside scoop on social strategy: https://lnkd.in/gxTq4rYq

A shift more brands need to make that isn't talked about enough 📦✨ 🧠 Stop posting, start packaging Content ≠ Positioning Content is what you post Positioning is what people remember The goal isn't just publishing more content - it's creating recognizable patterns that build association over time. 📲 A full content calendar isn't a strategy. Ask yourself: What do we consistently talk about? What's our point of view? What do people associate us with? If every post feels disconnected, your audience feels it too. 🎨 Aesthetics aren't the strategy. Strong visuals matter, but: Pretty ≠ memorable Polished ≠ positioned Recognition comes from consistency in messaging, perspective, and structure. 📦 What does "packaging" actually mean? It's creating repeatable systems around: Content formats Series concepts Messaging frameworks Tone of voice Storytelling structures ✨ Why owned series work: Builds audience recognition Reinforces brand positioning Simplifies content creation Creates consistency without repetition Think: recurring segments, signature formats, and repeatable content pillars. 📚 Easy packaging frameworks to try: Debunk → Reframe → Replace System breakdowns Structured POV content 🚀 The strongest brands are building content ecosystems where every post reinforces the next. Because people may discover you through one piece of content... but they remember you when everything feels connected. Posting content gets you seen. Packaging ideas gets you remembered. 📲 Chronically Online? Same: https://lnkd.in/gfHccnD2

PSA: Retention is the new reach 📈⏱️ In 2026, the algorithm doesn't care who stops scrolling... it cares who stays. 🎣 3sec. hooks aren't enough anymore - if viewers leave at 4sec., the algorithm notices. Strong hooks still grab attention, but attention without retention = limited reach. 🧠 Retention is the real ranking signal - these are the metrics driving distribution: Watch time Completion rate Rewatches ⚡ Use tension resets throughout the video - keeps giving viewers reasons to stay: "But here's where most people get this wrong..." "This changes everything..." "So this is where it gets interesting..." Think: attention needs to be re-earned every few seconds. 🔄 Build for replays - the highest performing reels often create: Curiosity Unfinished thoughts Looped endings 👉 Results: More rewatches Longer watch time Stronger reach 📲 The anatomy of a high-retention reel: 0-3 sec: Hook 3-7 sec: Prove the hook 7-15 sec: Build tension 15-25 sec: Deliver payoff Final seconds: Create a loop 🚀 TL;DR: Reach is getting someone to look. Retention is giving them a reason to stay. And in today's algorithm, staying is what drives growth. ✨ Learn more on our Substack: https://lnkd.in/gZMfS3Ty

Recent creative work ☀️🌊 We brought Steve Madden's colorful sandal collection to the shore with beachy textures, sun soaked styling, and a palette inspired by long days in the sun. Follow our Instagram @theedit for more client spotlights!

Social never sleeps, but here's a glimpse of what happened in May ✨ Stay tuned for more BTS, founder updates, and hot takes from your favorite social fam!

A tropical escape I'm still dreaming about 💭☀️🌴 Chloe Parr here - Creative Manager at The Edit. Between St. Martin's iconic culinary scene to St. Barths' charming boutiques and beautiful beaches, I came home with a camera roll full of inspiration and a new obsession for that French Caribbean charm. Stay tuned for more Edit OOO features!

Instagram is finally giving the people what they want 📲✨ Your grid is no longer just where content lives - it’s part of the strategy itself. Instagram now lets users reorder posts on their grid, meaning you can manually control how your profile looks after posting. Here’s why it matters ⬇️ 🧠 What it is: You can now drag and rearrange posts directly on your profile grid No need to archive or repost content to change layout order 📍 How to use it: Go to your profile Tap + hold a post Select “Reorder Grid” Drag content into your desired placement Changes save instantly and are visible to all profile visitors 🎨 Why this matters strategically: Your profile is becoming more like a curated storefront or moodboard - not just a chronological feed 💬 Brands + creators can now: Highlight hero campaigns Pin seasonal launches visually Improve overall brand storytelling Create a more cohesive first impression 📲 What this changes for social strategy: Feed design becomes more flexible Campaigns can live longer on the grid Strong-performing content can stay front-facing Profiles can evolve in real time without reposting

For Blake Brown's Wild Nectar Santal Minis launch, our strategy focused on creating a sense of anticipation through storytelling teasers, hi-fi ingredients, and lifestyle-driven storytelling that positioned the minis as the must-have scent moment of the season. By leaning into sensory and aspirational-led creative and collectible product positioning, the launch generated strong engagement and sharing behavior throughout launch week. 📈 During launch week: +50% views +80% engagements +40.6% avg. engagement rate +18.3% shares The result: a launch that drove excitement beyond a single post and into a full brand world.

Out of Office with Lexi in Egypt & London ✈️🌍 Stepping away from the noise to touch grass and take time for ourselves, so the work that follows feels more intentional, focused, and aligned!

The top metrics we focus on for our clients 📊👇 📲 Instagram: Shares = distribution power Shares are one of the strongest signals that your content is valuable enough to pass on. Why it matters: 💬 High shares mean your content sparked conversation or identity (“this is so us”) 📈 Expands reach beyond your existing audience (distribution) 🧠 Signals relevance, timing, and emotional resonance The takeaway: 👉 Design for “sendability” Think: relatable truths, niche insights, strong POVs, or highly usable info people want to save and send 🎥 TikTok: Completion Rate = attention quality Completion rate tells you if people are actually staying with your content from start to finish. Why it matters: ⏱️ TikTok rewards watch time - completed videos get pushed further in the algorithm 🧲 Signals strong hooks and storytelling structure 📊 A direct indicator of content holding attention (not just grabbing it) The takeaway: 👉 Optimize for retention, not just reach Think: strong hooks in the first 2sec., tight pacing, curiosity loops, and payoff at the end TL;DR: 🧠 Virality isn’t always random. It’s often engineered through attention + emotion + utility 💡 If it’s not being shared (IG) or fully watched (TikTok), it’s not doing its job - even if views look high ✨ The goal isn’t just content that’s seen, it’s content that moves people to act