Blog

Tags
Clean filters
View result
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Play button.
Sign up for webinar
Should Your Brand Be Controversial? 6 Marketing Lessons from Goop’s Strategy

Goop is one of the most divisive brands on the internet—and honestly? That might be the key to its success. In 2025, Gwyneth Paltrow’s wellness empire is still thriving, even as people roast it, question it, or obsess over it in equal measure.

So, what’s the deal? Is Goop a branding genius, or just out of touch? More importantly, should brands take notes—or run in the opposite direction? Let’s break it down.

DO: Make Your Brand Voice Unmistakable

In a world where every other brand sounds the same, Goop is the weird aunt who says outlandish things at Thanksgiving—and the whole family remembers it and mocks it for weeks after. That’s powerful, whether you like it or not.

Love it or hate it, you know when you’re looking at Goop content. The brand’s tone is aspirational, a little weird, and deeply committed to the wellness aesthetic.

Let’s be clear—you don’t always have to be controversial, but you do have to be interesting. If your brand voice disappeared, would people notice? If not, you’ve got work to do.

Other brands that get this:

  • Wendy’s: Roasting everyone—fans and haters alike—and getting a ton of engagement for it.
  • Duolingo: Their owl mascot is a TikTok celebrity, and their chaotic energy keeps them going viral.

DO: Use Controversy to Your Advantage (If It Makes Sense)

Controversy marketing is like adding spice to a dish—too little and it’s bland, too much and you burn your audience. For Goop, they go full ghost pepper.

Goop knows how to grab headlines. Remember the infamous $75 candle? It was mocked, memed, and debated across the entire internet—then immediately sold out. The same goes for the alpaca wool diapers, which (at least) ended up being a joke.

But here’s the catch: controversy should only be used if it makes sense for your brand. If you’re running a financial institution or a healthcare brand, shock value probably isn’t the best strategy.

Other brands that play the controversy card right:

  • Ryanair: Would TikTok be the same without Ryanair’s savage comment responses? We don’t think so.
  • Liquid Death: Selling water (yes, water) like it’s hardcore alcohol? Genius.

DO: Sell a Lifestyle, Not Just a Product

No one needs a $80 crystal-infused water bottle, but they do want to feel like the kind of person who drinks from one. That’s Goop’s entire strategy.

Goop isn’t just selling skincare—it’s selling the Gwyneth Paltrow fantasy. If you buy from Goop, you’re part of the wellness elite, sipping green juice and manifesting success.

And that’s the same approach premium brands like Aritzia, Rhode, and Alo Yoga take. People buy into vibes, not just products. Aesthetic, storytelling, and social media popularity matter—a lot.

Other brands selling more than products:

  • Glossier: The ultimate cool-girl beauty brand with minimalist, social media-driven appeal.
  • Stanley: The TikTok-famous cup that survived a car fire—and became the must-have item overnight.

DON’T: Be So Exclusive That You Alienate People

Goop’s problem isn’t just that it’s expensive—it’s that it sometimes feels like it’s in on the joke. There’s a fine line between aspirational and just plain out of touch.

A $1,150 sweater doesn’t feel aspirational, it feels ridiculous. And when a brand becomes too elite, it risks pushing people away. If customers feel like they can’t engage with your brand, they simply won’t—unless it’s to mock something.

Brands that balance exclusivity & accessibility:

  • Starbucks: Feels slightly premium but is still affordable.
  • Apple: Sells innovation and status without feeling completely out of touch with everyday users.

DON’T: Make Claims You Can’t Back Up

If there’s one thing people hate, it’s being lied to. One misleading claim and your brand is getting dragged on X and Reddit.

Goop’s worst PR disasters? Misleading wellness claims. From jade eggs to “healing stickers,” the brand has faced multiple lawsuits for questionable marketing.

Goop’s controversial $120 'Bio-Frequency Healing' sticker, worn on the back of a person’s neck, claimed to be made with NASA-inspired materials.
Source: Body Vibes

For example, they sold $120 “Bio-Frequency Healing” sticker packs made with the same conductive carbon material NASA allegedly uses to line space suits. Even NASA had to step in and debunk that nonsense.

Rule of thumb: If you can’t defend it (and provide actual proof), don’t post it.

Brands that also learned the hard way:

DON’T: Ignore Social Media Culture

Goop could be an absolute force on TikTok—but instead, it feels like your mom trying to understand memes. Aesthetic isn’t enough—you need personality.

Goop is shockingly bad at TikTok despite its viral potential. The brand feels too curated, while others are thriving by embracing chaos and real-time engagement. Even when they attempt aesthetic-driven content, they still miss the mark.

Brands nailing social media:

  • Duolingo: We’ve said it once, and we’ll say it again—Duolingo is a top-tier marketing machine on TikTok. Funny, unhinged, and full of personality—even in an owl costume.
  • The Washington Post: Turns news into funny, and highly shareable content that makes even serious news feel engaging and TikTok-friendly.

So, Should Your Brand Be Controversial Like Goop?

Let’s be real—it depends.

We can definitely learn a thing or two from Goop’s bold, recognizable brand voice and its ability to sell a lifestyle.

But remember: Goop has Gwyneth’s name behind it. All the controversy is somewhat buffered by her status as an idol to many women. A brand without a strong personality or figurehead might not have the same luck.

At the end of the day, you don’t have to be Goop to be bold. But if you’re going to take risks, make sure they align with your brand’s DNA.

Play button.
Sign up for webinar
How to Build Customer Communities That Competitors Can't Copy

Customer communities have become much more than a marketing strategy—they’re now a living, breathing insurance policy against irrelevance. While most brands pour fortunes into ads, only to get ghosted by fleeting interest, smart marketers are leaning into something far more potent: relationships.

The stats don’t lie—81% of companies with customer communities actually outperform their competitors.

Why?

Because these communities don’t just boost loyalty; they turn your customers into advocates, problem-solvers, and walking endorsements. Competitors can copy your pricing, mimic your features, even outspend you on ads—but they’ll never duplicate the bonds forged in a thriving community.

But building a customer community isn’t about slapping a Facebook group together and calling it a day. It’s about creating a space so valuable, authentic, and irreplaceable that your competitors are left scratching their heads.

In this blog, we’ll show you how to do it—and do it right.

The Psychology of Belonging—Why Communities Outperform Ads

Customer communities are an instinctive advantage.

Humans are wired for connection, and 88% of people trust recommendations from friends and family over any ad, according to Nielsen. Communities turn this bias into action, creating ripple effects that no paid campaign can replicate.

Why Communities Work Better Than Ads

Let’s get one thing straight: people trust people, not brands. It’s called ingroup bias—the tendency to favor those who share a connection with you. When customers feel part of a community, they associate that sense of belonging with your brand, and that’s a psychological bond money can’t buy.

Communities also amplify their voices at scale. When members interact, share, and solve problems, they organically fuel trust and loyalty among themselves. No glossy ad can compete with this raw authenticity.

Quote in bold black text: 'People trust people, not brands. That’s a psychological bond money can’t buy.' Highlighting the importance of trust and authenticity in customer communities. Perfect for marketers aiming to build loyalty through genuine connections.

Proof It Works

Take Peloton for instance. It’s selling exercise bikes and building brand communities fueled by shared goals. Members motivate each other, creating a social stickiness that has led to retention rates that make competitors sweat. This isn’t a campaign—it’s a culture.

When your online presence builds a place people want to stay, competitors are left outside, watching helplessly. Ads are fleeting; communities last.

What Makes Communities Competitor-Proof

You can borrow your competitor’s pricing strategies. You can even "borrow" their customers (temporarily). But their loyalty is something you’ll never steal.

Here’s why: customer communities are like fortresses—not because they’re built with walls, but because they’re built with trust, collaboration, and emotional connections.

1. Peer-to-Peer Customer Support

Self-service is no longer a bonus—it’s a demand. Communities create scalable solutions, where members solve problems for each other faster than customer support ever could. According to Gartner, self-service options save companies 80 to 100 times more per interaction than live support.

Competitor-proof? Absolutely.

Your community is the help desk no outsider can access.

2. Authentic Advocacy

User-generated content (UGC) is outrageously effective. In fact, it’s 42% more trusted than branded content and generates a 6.9x higher engagement rate.

Why?

Because people trust people—not marketing teams. Communities naturally generate UGC at scale, making them an engine for authentic, relatable advocacy that competitors simply can’t buy.

3. Emotional Bonding

Discounts don’t make customers stay; emotional bonds do. Communities create a sense of belonging that ties people to your brand in ways that are non-transferable. This is the magic of community-driven marketing—it’s about fostering connections, not transactions.

Let’s take a look at Duolingo’s language-learning community. It teach languages and creates accountability through leaderboards, gamification, and shared goals. The result is a highly engaged network of users who support and push each other to stay committed—something no competitor can replicate.

Look… loyalty isn’t transactional. It’s emotional. And when your community is built on trust and collaboration, it’s impossible to replicate.

What Does an Unstoppable Customer Community Look Like?

An unstoppable customer community doesn’t just keep customers loyal—it turns them into evangelists. It thrives on four unshakable pillars that make it untouchable:

Exclusivity

Everyone wants to belong where others can’t. Creating FOMO for non-members gives your community its irresistible edge. Lululemon’s Ambassador Program nails this by inviting only select fitness influencers to represent the brand, creating an air of prestige that fuels customer loyalty initiatives and brand trust.

The message is, “If you’re not inside, you’re missing out.” Exclusivity attracts and retains, as members feel valued for being part of something special.

Shared Purpose

People align with brands that stand for something bigger than themselves. That’s why Patagonia’s Worn Wear program resonates so deeply. It isn’t just about selling jackets; it’s about promoting sustainability and environmental responsibility. This kind of mission-driven strategy isn’t just relevant for marketing to Gen Z—it defines it.

Shared purpose connects like-minded customers, creating an unbreakable bond that goes beyond the product. It’s more than a jacket. It’s a movement, and that’s how you build loyalty that competitors can’t copy.

Peer Empowerment

Empower your community to help itself. Forums, AMAs (Ask Me Anything sessions), and mentorship groups allow customers to share expertise and solve problems together. Beyond satisfaction, this reduces operational costs—Gartner found that self-service communities can save brands up to $95,000 annually.

Empowered customers stay engaged. The reward is a feedback loop where community members deepen their ties with your brand, all while lightening your load.

Reward Advocacy

The best way to keep a community buzzing is to recognize and reward its champions. LEGO Ideas is a prime example: customers submit designs for new LEGO sets, vote on them, and see their ideas brought to life. This turns members into creators, cementing their loyalty and inspiring others to participate.

Advocacy doesn’t need to break the bank. Gamification, exclusive perks, or simple public recognition go a long way in keeping your community alive and thriving.

Building the Foundation—Step-by-Step Guide to Community Creation

Building a customer community that competitors can’t copy isn’t magic—it’s structure. If your approach is all fluff and no substance, you’ll be stuck with a ghost town instead of an active, engaged group.

Here’s how to move from zero to irreplaceable in five steps.

1. Define Your Purpose

Your community isn’t a sales funnel—it’s a movement. If your mission doesn’t resonate beyond your product, you’ve already lost.

What do your customers value beyond the transaction?

Start with tools like surveys and focus groups to uncover their shared priorities. It could be sustainability, professional growth, or the joy of connecting with like-minded individuals. When Patagonia’s Worn Wear program tied sustainability to its brand, it didn’t just sell clothes—it inspired a tribe.

2. Choose the Right Platform

Facebook Groups?

Slack?

Discord?

Proprietary platforms?

The options are endless, but the real question is: who owns the data?

Relying on algorithm-dependent platforms could leave you stranded if rules change.

Proprietary solutions give you control and scalability, ensuring your multichannel marketing efforts stay cohesive. There are many tools that could help you streamline the management of customer engagement strategies, from scheduling to analytics.

Just pick a platform that supports your goals today and scales with your ambitions tomorrow.

3. Engage, Don’t Dictate

Your job isn’t to lead—it’s to facilitate. Customers don’t join communities to hear a brand monologue; they join to engage with peers. Use interactive content marketing like polls, Q&A sessions, or challenges to spark meaningful conversations.

Communities thrive when people feel heard and involved. Encouraging user-generated content campaigns (like product reviews or testimonials) adds authenticity while letting members feel like co-creators.

When brands like Glossier feature customer feedback in product launches, they turn their community into collaborators, not just consumers.

4. Reward Participation

Incentives matter—but not all rewards are the same. Badges, gamification, and exclusive perks create a sense of achievement that keeps members coming back.

Look at Fitbit Challenges, where users earn badges for fitness milestones. The result is, increased engagement and a sense of accomplishment that no ad could replicate.

Even brand ambassador programs thrive on this principle. Recognize your most loyal advocates with VIP perks or public shoutouts—it’s a low-cost, high-reward strategy.

People stay where they feel valued. A little recognition goes a long way.

5. Evolve Based on Feedback

A static community is a dying community. Regularly analyze engagement metrics and conduct surveys to uncover what’s working—and what isn’t. Communities that iterate based on feedback stay relevant while fostering trust.

The beauty of this step is, you’re showing your members they matter. That’s a loyalty boost no algorithm tweak can take away.

Example: Adobe’s Behance community constantly adapts its features to support creators, ensuring it stays the go-to network for visual artists.

Community-building isn’t a one-and-done task—it’s a commitment. Follow these steps to create a space where your customers feel valued, heard, and empowered. Because when they do, they’ll give you something far more valuable than transactions: loyalty that competitors can’t touch.

Measuring Success—Community KPIs You Need

Look… If you can’t measure it, you can’t manage it. If you’re guessing whether your community is thriving, you’re already losing. Real success is in the numbers, and these are the metrics that matter.

Engagement Rate

Engagement is the pulse of your community. Posts, comments, reactions—each one is proof your members are invested. A thriving community sees engagement rates far beyond traditional platforms like social media.

Retention Rate

Loyalty isn’t built on wishful thinking; it’s built on numbers. Compare churn rates between community members and the rest of your customer base. The stronger your retention rate, the more irreplaceable your community becomes. Customer loyalty initiatives thrive here—because members who feel connected stay connected.

Advocacy Metrics

How many members are creating user-generated content, referring friends, or posting glowing reviews? Advocacy is the byproduct (and endgame) of a good community. Communities drive higher engagement with UGC than branded content, making it a metric you can’t afford to ignore.

Scaling and Evolving—What’s Next?

Communities aren’t static—they’re alive. Treat them like a set-it-and-forget-it campaign, and you’ll be left with nothing but digital tumbleweeds. So how do you scale your community while keeping it vibrant, engaging, and irreplicable?

1. Integrate Multichannel Marketing

Your community doesn’t exist in isolation. Sync its efforts with your social media, email campaigns, and apps to create a seamless experience. This isn’t just about visibility—it’s about consistency. A multichannel marketing strategy ensures that your message reaches members wherever they are, making your community feel like the natural extension of your brand.

Brands that build social media community-building initiatives, like exclusive Facebook groups or TikTok challenges, know that meeting users on their platforms strengthens their loyalty.

2. Use AI Tools to Stay Ahead

AI isn’t the future—it’s NOW. Tools that moderate discussions, suggest content, and predict member interests keep your community running smoothly without micromanaging. Predictive insights can help tailor customer retention techniques, ensuring members stay engaged.

3. Learn from Airbnb’s Evolution

What started as regional meetups evolved into one of the most robust communities of hosts and guests worldwide. Airbnb’s community model thrives on shared experiences and peer-to-peer engagement, turning users into advocates. By fostering trust and collaboration, it ensures the platform’s relevance in an increasingly competitive market.

A Fortress Built by People, for People

The only thing your competitors can’t copy is your people. Communities turn casual customers into loyal advocates, creating a force field your competitors can’t breach.

Start building your fortress today:

  • Define your purpose.
  • Choose a platform that empowers, not limits.
  • Foster engagement, reward advocacy, and iterate as you grow.

Because when your customers are more than customers, you’re more than a brand—you’re a movement. And that’s something no one can take away.

Play button.
Sign up for webinar
Weekly Social Media Scoop: A Busy Week for Threads, Ranking Insights & More!

Another week, another wave of social media updates shaking things up! Threads has been rolling out one feature after another, and Instagram (or, more specifically, Mosseri) shared a short series of Reels with practical tips, tricks, and insights. Let’s break everything down to get you in the loop with what happened in the past week!

Threads Introduces Ads

Well, well, well… Threads is entering its monetization era, and users aren’t happy about it. Meta has started testing ads on Threads in the U.S. and Japan, making a big step toward financial sustainability. In the end, this was only a matter of time.

The introduction also means that brands will soon have a new paid channel to test. As Threads is still in its early days, the ad costs might be lower compared to other Meta platforms. So, if your audience is on Threads, we highly recommend testing your ads there.

Image Tagging on Threads

Threads had a busy week, finally rolling out photo tagging, allowing users to tag others in their image posts. This long-awaited feature brings Threads closer to Instagram and makes engagement even easier.

So, if you’re sharing user-generated or employee-generated content, don’t forget to tag the creators! The same goes for influencers, partners, or any collabs with other accounts.

Threads Adds a “Media” Tab

Threads is making navigation easier by introducing a “Media” tab to display a user’s shared photos and videos. This is a great way to get your content more organized.

As a brand, remember to share not only text posts but also images and videos to fill out your media tab a little more.

Threads announces a new Media tab on user profiles, showcasing posts with images and videos. The mockup features ZoomSphere's profile highlighting a faceless content blog post.

Threads Is Working on Spoilers and Templates

And we’re not stopping with Threads just yet. Rumor has it they’re working on two more features:

  • Spoilers: Users may soon be able to hide certain parts of their posts to avoid spoiling content for others. Reddit has had this feature for a while, and honestly, it’s perfect for entertainment brands and discussion threads!
  • Templates: Threads is also testing pre-made post templates to make content creation easier, which could be great for brands wanting to keep a consistent look.

Mosseri Explains How Reels & Stories Ranking Works

Adam Mosseri shared a short series of Reels with insights into how Instagram Reels and Stories are ranked, giving us a clearer picture of what we should and shouldn’t be doing.

Understanding these insights can help you get significantly more views on your content, so definitely try it out!

Instagram cheatsheet comparing Reels and Stories for reach optimization. Highlights key metrics, tips from Adam Mosseri, and engagement strategies. Includes an illustration of a paper airplane.

Instagram Adds New View Insights for Creative Performance

Instagram has also introduced new video view insights, helping creators and brands better understand their video performance and optimize their content.

This is an excellent tool for marketers to analyze what works and what doesn’t. Use these insights to test different video formats, lengths, and hooks to improve engagement and retention rates. And don’t forget to also incorporate Mosseri’s recommendations mentioned above.

New Instagram Reel insights dashboard showcasing metrics such as accounts reached, watch time, interactions, views over time, and top sources of views. Includes data breakdown between followers and non-followers, view rate comparisons, and performance overview with recommendations.
Source: Social Media Today

Bluesky Expands Video Features

Last week, Bluesky introduced video-only feeds. Now, they’ve taken another step by adding a dedicated video tab on profiles. This move signals their increasing focus on video content, proving that video is still the content king. With X adding their video tab last week, we’re excited to see if these apps that started more as static platforms will put a bigger spotlight on video content and try to get closer to TikTok or YouTube.

While Bluesky is still a niche platform, its push toward video signals an opportunity for early adopters. And remember, even if you don’t want to test the platform now, it’s always a great idea to claim your brand handle for the future.

📢 Bluesky 1.97 is rolling out now! • User profile pages now include a "Video" tab! • After reporting a user in DMs, you are now given a quick menu to block the user and/or delete the conversation • Updated translations

— Bluesky (@bsky.app) 27 January 2025 at 18:05

TikTok Drops Its 2025 Social Media Calendar

Marketers, take notes! TikTok has released its 2025 marketing calendar for various countries (like the U.S., Spain, or Ireland & the U.K.), providing key dates and trends to help brands optimize their campaigns. If TikTok is part of your strategy (as it should be), this is a must-read.

TikTok's 2025 marketing calendar highlighting key dates for January to March, including Veganuary, Valentine's Day, London Fashion Week, and International Women's Day. Designed for planning seasonal campaigns.
Source: TikTok’s Marketing Calendar for 2025

TikTok Now Labels Fresh Content as “New”

Spotted: TikTok is rolling out a “New” label for recently posted content. This could help highlight fresh videos and improve the discoverability of your content.

Brands can take advantage of this feature by posting consistently and capitalizing on the “New” label to drive more views in the first hours after posting. So take it as a sign to post consistently from now on! ZoomSphere Scheduler is always here to help with it.

TikTok’s Future: Still in Limbo

And the drama continues. Another week down, and TikTok’s future in the U.S. remains uncertain, with ongoing discussions about a potential sale. The 75-day deadline in April is approaching fast, so we’re waiting to see what the future holds.

On a side note, Meta and Substack are allegedly targeting TikTok creators, offering thousands of dollars to lure them over to their platforms.

One thing is certain: brands, agencies, content creators, and everyone posting on TikTok should be closely monitoring this situation and diversifying their content across multiple platforms (like Instagram Reels or YouTube Shorts).

Play button.
Sign up for webinar
Faceless Content: How to Build a Personal Brand (Without Showing Your Face)

Faceless content is quietly rewriting the rules of personal branding—and no, you don’t need a photogenic smile or a ring light to make it work. The irony is… stripping away faces is making brands and creators feel more relatable, not less.

Just ask HowToBasic, a faceless YouTube channel with over 17 million subscribers, that creates absurd yet wildly entertaining tutorials without ever showing a face—or even a coherent voice. Or consider virtual influencers, who consistently outshine their human counterparts with 3x higher engagement rates.

Faceless content actually taps into something deeper: anonymity that sparks curiosity, relatability without ego, and creativity unrestricted by identity. If you thought building a brand meant plastering your face everywhere, you’re wrong.

You’ve got to rethink what “personal” really means in personal branding—and we’re about to show you how to make it work.

What Exactly is Faceless Branding?

Faceless branding is proof that sometimes, the less you show, the more people want to see. It’s about building a brand without showing face, prioritizing value, ideas, and aesthetics over individual identity.

And no, you’re not hiding. It’s about making your audience focus on the substance of your brand, not your smile.

Think about it: faceless YouTube channels like Bright Side rake in $10M+ annually, relying entirely on animations, vibes, and clever voiceovers.  An anonymous online presence actually lowers barriers of judgment—no one’s fixated on appearances or biases. Instead, curiosity kicks in, and the message becomes universal. Faceless brands like these thrive because they focus on what truly matters: delivering irresistible content that connects with everyone.

Quote about faceless branding: 'Faceless branding is proof that sometimes, the less you show, the more people want to see.' Highlights the power of anonymity in building engaging brands.

Why Faceless Content Works

Let’s face it—faceless content doesn’t “just work.” It rewires the way your audience connects with you. Why? Because anonymity is a psychological cheat code.

1. Curiosity Is Currency

Faceless content triggers what marketers and psychologists lovingly call the curiosity gap. The less you give away, the more people want to know.

Think about Banksy, the elusive artist whose anonymity makes his work 80% more sought-after than named contemporaries. The same principle applies to anonymous content creation—leaving identity out of the equation draws audiences deeper into the story of what you offer.

2. Trust without Ego

People trust faceless, community-driven content like memes, infographics, and viral challenges because it’s about “us,” not “me.”

No filters, no ego—just relatability and relevance.

3. Bias-Free Relatability

A face—yours or someone else’s—comes with baggage: gender, ethnicity, age, and more. Faceless content levels the playing field, making your brand universally appealing. It’s no surprise that Gen Z, a group obsessed with inclusivity, gravitates toward interactive content marketing that’s less aspirational and more relatable.

Look… faceless content crushes barriers. It’s the antidote to over-polished branding, offering authenticity, relatability, and the kind of engagement that numbers can’t lie about.

How to Build a Faceless Personal Brand

Faceless branding doesn’t mean blending into the background. It means standing out in a way that feels authentic, relatable, and oddly liberating. If you’re tired of competing with the filter-perfect influencer crowd, here’s how to dominate without showing your face.

1. Define Your Voice: It’s What You Say, Not How You Look

In faceless branding, your voice is your identity.

Are you funny?

Empathetic?

Authoritative?

Pick a tone and stick to it. Brands like Chillhop Music excel at creating a vibe without introducing a single personality. Their calm, lo-fi aesthetic communicates more than words ever could.

Your audience isn’t actually searching for a face; they’re searching for consistency. Nail your tone, and they’ll feel like they know you better than their barista.

2. Master Content Formats: Show Value, Not Faces

Some formats are made for faceless creators. Here’s what works:

Voiceover Content Techniques

Use narration to humanize your message. Many channels use this method to command millions in revenue annually.

Faceless Video Ideas

  • Tutorials featuring only your hands.
  • Stock footage paired with compelling commentary.
  • Animations or abstract visuals (narrative meets art).

People care about the story or the solution you’re offering—not the presenter.

3. Harness Interactive Content Marketing

Interactive content drives engagement because it’s participatory, not preachy. Polls, quizzes, and ephemeral campaigns allow audiences to co-create the experience, which makes it feel personal without needing a face.

Burberry’s Snapchat AR campaign lets users virtually try on their iconic Pocket Bag, resulting in higher conversions.

Faceless social media strategies thrive on interactivity, and tools like ZoomSphere can streamline every step—from scheduling your posts to analyzing their performance. Keep the focus on your audience, and the engagement will follow.

4. Leverage Anonymous Content Creation

Anonymity can be your greatest strength. Use pseudonyms or aliases like the creator of Wait But Why, whose faceless blog generates millions of page views per post.

No face? No problem.

This removes biases while keeping the focus squarely on the content. In the era of performative authenticity, anonymity can feel like a breath of fresh air.

Quote about anonymity: 'Anonymity removes biases while keeping the focus on the content.' Highlighting the power of faceless branding in content creation.

5. Monetize Without a Face

Faceless content isn’t just a branding strategy—it’s a business model. Here’s how to cash in:

  • Sell Digital Products: Courses, eBooks, and templates require zero face time but plenty of expertise.
  • AI-Generated Virtual Influencers: Virtual creators cost 30% less than human influencers and deliver 3x better ROI.

This approach shows you don’t need a front-facing personality to generate serious revenue. Focus on value, and the results will speak louder than any selfie.

The Dark Side of Faceless Content: Challenges and Risks

Faceless content may sound like the ultimate marketing hack, but it’s not without its flaws. When there’s no face to connect to, you’re left juggling trust, relatability, and a few potential PR disasters.

Here’s where faceless content can trip you up—and how to stay upright.

1. Trust Issues

Without a face, establishing trust can feel like trying to hug a ghost. Audiences are wired to connect with personalities, and faceless brands rely entirely on consistency and relatability to fill that gap. Get it wrong—like failing to maintain a clear, approachable tone—and you risk coming across as aloof or disingenuous.

This is especially true when marketing to Gen Z, a generation notorious for sniffing out anything that feels even remotely inauthentic. Faceless social media strategies require extra effort to communicate values, intentions, and reliability without a single face to humanize the message.

2. Cultural Sensitivity Can Be Tricky

Faceless branding often leans heavily on humor and relatability, with memes being a go-to tactic. But memes, like jokes at a dinner party, can backfire fast. Anonymous campaigns that misinterpret cultural nuances or rely on outdated references risk alienating audiences instead of engaging them.

Memes and humor must align with audience values, especially for faceless influencer marketing campaigns that rely on shared understanding.

3. Anonymous Misuse

Faceless content isn’t immune to bad actors. Take the rise of faceless crypto influencers, who have eroded trust in decentralized finance by promoting scams under the guise of anonymity. Without accountability tied to a public identity, it’s easier for malicious campaigns to thrive.

This risk makes transparency in faceless branding strategies non-negotiable. Use your anonymity to focus on providing verifiable value, not as a shield for questionable practices.

How to Mitigate These Risks

  1. Over-Communicate Your Values: Consistency in tone, messaging, and engagement is your face. Think of your brand voice as the handshake you can’t physically give.
  2. Vet Your Content for Sensitivity: Invest in cultural awareness and stay on top of current events to avoid meme-based mistakes.
  3. Leverage Transparency Tools: Use analytics and engagement reports (tools like ZoomSphere) to ensure your campaigns align with audience expectations.

Faceless content works best when it’s consistent, culturally aware, and backed by trust-building transparency.

Quote about faceless content: 'Faceless content works best when it’s consistent, culturally aware, and backed by trust-building transparency.' Emphasizing key principles for successful anonymous branding.

Is Faceless Branding Right for You?

Faceless branding isn’t for everyone—and that’s okay. Before you dive into this seemingly appealing strategy of anonymity, you need to ask yourself two questions that could make or break your success.

1. Who Are Your Audiences?

If you’re marketing to Gen Z, faceless branding might feel like slipping into a cozy niche. Gen Z loves relatability, inclusivity, and anything that doesn’t scream “look at me, I’m selling something.” In fact, faceless channels have built massive followings because they create an experience rather than pushing a personality. If your audience values connection over charisma, faceless branding aligns with their preferences.

But here’s the flip side: if you’re targeting high-stakes industries like finance or healthcare, audiences may find faceless content harder to trust. Authenticity in these sectors often demands a human face—someone to vouch for the brand. Faceless influencer marketing thrives where relatability is key, not necessarily where reassurance is a priority.

2. Do You Have the Resources for Consistency?

Faceless content relies on a consistent content pipeline. Without a face, your brand voice, style, and output are the only things your audience will recognize. This means frequent posts, regular updates, and seamless alignment across channels. Faceless brands that lose momentum—whether it’s missed uploads or sudden tone shifts—risk slipping into irrelevance faster than you can say “algorithm drop.”

Faceless content monetization on platforms like YouTube depends entirely on consistency. Many creators make millions because they churn out content that’s not only engaging but unerringly regular.

Can you commit to that level of discipline?

If not, faceless branding might be a tough road.

Key Considerations

Faceless branding is ideal for creators and brands who:

  • Thrive on creativity and substance over appearances.
  • Know their audiences prefer shared experiences to individual personas.
  • Have the tools and commitment to maintain consistency, whether through scheduling tools or dedicated production teams.

It’s a strategy that rewards those willing to put in the work, but it’s not a shortcut. If you’re ready to prioritize content and connection over selfies and signatures, faceless branding could be the bold move you didn’t know you needed.

Play button.
Sign up for webinar
How Timothée Chalamet Schooled Marketers with His Low-Key Genius Campaign for A Complete Unknown

When you think guerrilla marketing, it’s usually loud, bold, and in-your-face. But every now and then, someone flips the script, proving that subtle moves can hit harder. That’s exactly what Timothée Chalamet pulled off with his understated yet genius promo for A Complete Unknown, the Bob Dylan biopic everyone’s talking about. From casual bike rides to surprise performances, he’s turned this project into a case study every marketer should take notes on.

The Setup: A Story That Hits Different

Bob Dylan isn’t just a name—he’s a movement. A symbol of rebellion, authenticity, and creative freedom. So, when it came to promoting A Complete Unknown, Timothée Chalamet didn’t just market a movie; he channeled Dylan’s whole vibe, delivering guerrilla marketing that felt effortless, inspired, and totally in sync with the film’s spirit.

Timothée, already a cultural icon for Gen Z, used his undeniable power to bridge the gap between generations. Forget the typical flashy premieres and staged press runs. Instead, he kept things unpredictable: rolling up to events on rental bike (even earning a fine for it), showing up in a Dylan's cosplay, and casually performing Dylan’s classics. It wasn’t marketing—it was storytelling, raw and real. Every moment felt like a nod to Dylan’s iconic resistance to the norm.

Bold text emphasizing the connection between Dylan's iconic resistance to the norm and its relevance to a marketing campaign.

What really set it apart? The perfect blend of nostalgia and relatability. Chalamet’s performances brought Dylan’s magic to a new generation while giving longtime fans something to swoon over. By keeping it personal and cultural, this campaign rewrote the rules of film promotion—and it worked.

Here’s How They Got Everyone Talking About A Complete Unknown

Pulling Off Dylan Cosplay at the New York Premiere

Timothée Chalamet didn’t just show up to the New York premiere—he arrived in full Dylan mode. He wore an outfit (and a wig) that perfectly recreated one of Bob Dylan’s most iconic looks from the 2003 Sundance Film Festival. It wasn’t just a fashion moment; it was a statement, showing his commitment to the role.

Hosting and Performing on Saturday Night Live

Chalamet took on the dual role of host and musical guest on Saturday Night Live, delivering unique performances of Dylan’s lesser-known songs.

Street Art That Stole the Show

To keep Dylan’s rebellious, creative energy alive, the team collaborated with street artists on murals inspired by his lyrics. These vibrant pieces popped up in artsy neighborhoods in cities like New York and Los Angeles, instantly grabbing attention and dominating Instagram feeds.

Rolling Up on Rental Bike

Timothée showing up to premieres on a rental bike? Absolutely iconic. He even got fined for parking it at the event, which only added to the chatter. The whole move felt effortless, relatable, and perfectly captured Dylan’s everyman vibe while making headlines for its unexpected simplicity.

Vinyl Records That Hit All the Right Notes

Exclusive limited-edition vinyl records featuring the movie’s soundtrack were released, and fans are now proudly showcasing their copies on platforms like X, TikTok, and Instagram, turning them into must-have collectibles.

How Does It Stack Up? Comparing Other Guerrilla Marketing Wins

Timothée Chalamet’s campaign is being put alongside some of the most creative guerrilla marketing moves in recent years:

Škoda’s Mini Billboards

In Sweden, Škoda placed tiny billboards at the back of parking spaces, visible only through rear-view cameras. This clever stunt brilliantly showcased their new rear-camera technology.

Billie Eilish’s Close Friends Album Launch

Billie added her followers to her Instagram "Close Friends" list, giving them exclusive updates about her new album. The move felt personal, making fans feel like they were part of the process.

Duolingo Mascot at the Sweat Tour

Duolingo’s mascot stole the show at Charli XCX and Troye Sivan's Sweat Tour, entertaining attendees and leaving everyone talking about the app. It was fun, unexpected, and unforgettable.

Like Chalamet’s campaign for A Complete Unknown, these examples show that creativity and authenticity are the real MVPs when it comes to grabbing attention.

How Chalamet (& Team) Pulled It Off: The Key Tactics

  • Using the Element of Surprise: Chalamet’s unexpected public appearances—like showing up at random local events—felt spontaneous, authentic, and instantly shareable.
  • Aligning Actions with Brand Values: From rental bike arrivals to SNL performance, every move perfectly mirrored Dylan’s spirit of authenticity and staying true to his roots.
  • Maximizing Social Media Buzz: Every stunt was practically built for TikTok, X and Instagram, with fans flooding their feeds and turning #ACompleteUnknown into a trending moment.
  • Tapping Into Nostalgia: Singing Dylan’s classics brought older fans and Gen Z together, creating timeless intergenerational appeal.

Marketing Takeaways: Keep It Real, Keep It Relatable

  • Be Real, Not Flashy
    You don’t need over-the-top theatrics to make an impact. Connecting on a human level is what really sticks.
  • Surprise Your Audience
    People love the unexpected. A surprise drop or an unannounced event? Guaranteed to get people talking.
  • Stay True to Your Vibe
    Your brand’s personality should lead the way. When you stay consistent, your message hits harder and builds trust.
  • Make It Shareable
    Create moments your audience wants to post about. User-generated content is effortless and priceless for reach.

Final Thoughts: Why Chalamet’s Campaign Stands Out

In a world full of loud, overproduced marketing, Chalamet’s approach feels refreshingly different. It’s proof that you don’t need a massive budget to create impact—you just need creativity and a relatable vibe.

The takeaway for marketers? Whether you’re promoting a movie, a brand, or a product, authenticity and a touch of surprise go a long way. As A Complete Unknown rides its wave of attention, one thing’s clear: sometimes, subtle is the strongest statement.

Play button.
Sign up for webinar
Why Ephemeral Content Is the New Attention Currency—Spend It Wisely or Go Broke

Ephemeral content is the closest thing to legal witchcraft in the digital world. It appears, it vanishes, and yet it leaves brands either basking in skyrocketed engagement or wondering how they missed the boat entirely.

Here's the brutal truth: in an era where attention spans barely outlive a goldfish's memory, platforms like Instagram and Snapchat have weaponized fleeting moments into marketing gold. With over 500 million users glued to Instagram Stories every day, this isn’t a side hustle for your strategy—it’s survival.

And here’s where it gets uncomfortable: ephemeral content thrives because people crave urgency, unpredictability, and exclusivity. Blink, and you're irrelevant.

So, is your brand scrolling along aimlessly, or are you cashing in on the currency of attention?

What Makes Ephemeral Content So Addictive?

Humans have a weird relationship with things that don’t last. Tell someone they can only have something for 24 hours, and suddenly, it’s not just content—it’s a challenge, a dare, a ticking clock screaming for attention. Ephemeral content is marketing on borrowed time, and that’s exactly what makes it irresistible.

Side-by-side comparison of Instagram Stories and Snapchat Stories showcasing their unique features, including an 'Ask Me Anything' Q&A and a brand promotion, emphasizing the power of ephemeral content in marketing strategies for engagement and reach.

1. The Scarcity Principle at Work

Scarcity doesn’t just sell—it compels. That’s why luxury handbags release “limited drops” and concert tickets vanish in minutes. Ephemeral content taps into the same psychological wiring, triggering urgency the moment it appears. Instagram Stories, with their 24-hour expiration date, drive ephemeral content engagement by leaving users feeling like they’re “in” on something exclusive—until they aren’t.

2. Why It Outperforms Static Posts

Data doesn’t lie: Companies report an average return on investment of 150% from Instagram Stories campaigns

Why?

Because when content is temporary, your audience pays closer attention.

Think of Snapchat’s 5 billion daily snaps. That’s not just users engaging; that’s a dopamine-fueled frenzy to consume, interact, and move before it disappears.

3. The Dopamine Loop You Can’t Escape

Every interaction with ephemeral content is a micro-hit of dopamine. Viewers complete actions—watching, swiping, tapping—because their brains are wired to love quick wins. Platforms like Instagram and Snapchat have mastered this cycle, creating a loop that makes even seasoned marketers marvel at how a fleeting Story can trigger lasting brand recall.

Bold text stating 'Every interaction with ephemeral content is a micro-hit of dopamine,' highlighting the addictive and engaging nature of fleeting digital content in marketing strategies.

Ephemeral content isn’t just addictive; it’s effective, measurable, and built to keep users—and their wallets—coming back for more.

Ephemeral Content Platforms: Where the Magic Happens

Some platforms talk the talk, but when it comes to ephemeral content, only a select few walk the fleeting walk. Let’s set the record straight—ephemeral content thrives where urgency and engagement collide.

Here are the platforms leading the charge.

Instagram

Instagram Stories dominate the ephemeral content strategy. With over 500 million users engaging daily, the platform ensures your content hits a sweet spot for ephemeral content engagement. What’s more, 80% of Gen Z admits to being glued to Stories, making Instagram the favorite stage for brands targeting the young and restless.

Snapchat

Snapchat was doing disappearing content before it was cool. With 265 million daily active users and a jaw-dropping 5 billion snaps sent per day, it’s proof that fleeting content is more than just a gimmick.

Taco Bell’s Snapchat lens campaign alone generated 224 million views in one day—because apparently, nothing says engagement like turning your face into a taco.

Three users showcasing Taco Bell's Snapchat lens, transforming their faces into tacos with humorous expressions, demonstrating the power of augmented reality filters in ephemeral content marketing campaigns.
Source: Daniel Eckler

LinkedIn and X

You wouldn’t expect LinkedIn to embrace ephemeral content, but even professionals have a soft spot for Stories. X, meanwhile, gave fleeting content a shot with Fleets. While it didn’t stick, it’s a reminder that even platforms known for permanence can’t ignore the urgency-driven appeal of the ephemeral.

The Benefits of Ephemeral Content Marketing

Let’s face it—if ephemeral content didn’t bring results, brands wouldn’t bother with the disappearing act. But it does. It works like a charm, and the benefits are quantifiable and game-changing.

1. Increased Engagement: The "Double or Nothing" Effect

Ephemeral content delivers better engagement rates than static posts.

Why?

Platforms like Instagram and Snapchat have fine-tuned their tools—polls, stickers, and swipe-ups—to pull users into an interactive experience they simply can’t resist. Whether it’s voting on the next product color or responding to a “Questions” sticker, users are leaning in and participating, not passively scrolling.

And brands that integrate swipe-ups in their Stories report higher conversions compared to regular feed posts. You could wait for users to visit your website—or you could let ephemeral content nudge them there, with a finger swipe that feels effortless.

2. Boosted Brand Recall

In a digital world where distractions are everywhere, ephemeral content does what long-form ads can’t—it commands attention. The temporary nature forces users to pay closer attention, leading to stronger recall. Unlike permanent posts that get saved for "later" (look… later never comes), fleeting content creates urgency that locks your brand into memory.

Even Sephora tapped into this psychological magic with their “24-Hour Giveaway” campaign, driving both participation and loyalty. When users know they’ll miss out if they delay, they engage deeply in the moment—and they remember who made it happen.

3. Fits Emerging Trends

Ephemeral content is at the heart of current ephemeral content trends, including gamification and meme-based marketing. Memes, with their bite-sized humor and relatability, thrive in the short-lived format.

Best Practices for Crafting Irresistible Ephemeral Content

If ephemeral content were a dating profile, it would read: “Raw, unpredictable, and always leaving you wanting more.” But here’s the thing—getting it right is about knowing exactly what makes your audience tick.

Here’s how you can fine-tune your ephemeral content strategy to keep your viewers hooked.

1. Keep It Raw and Authentic

Gen Z doesn’t just see through polished ads—they scroll past them. Overproduced content reeks of corporate intent, and for an audience that values authenticity, that’s a dealbreaker. Stick to organic, unscripted posts that feel personal and unfiltered. Think about the behind-the-scenes snippets or real-time moments. This approach is proven.

2. Leverage Interactivity

Interactive content marketing is essential. Polls, Q&A stickers, countdown timers, and quizzes turn passive viewers into active participants. This isn’t just fluff; interactivity drives ephemeral content engagement by creating a two-way street for communication. Brands like Red Bull have mastered this by using Instagram Stories to let followers vote on upcoming events or products. When users engage, they’re not just watching—they’re invested.

Interactive Instagram Story showcasing features like links, quizzes, and Q&A stickers, highlighting their effectiveness in engaging audiences and driving traffic for marketers.

3. Time Your Content Strategically

Posting ephemeral content is like throwing a party—timing is everything. Data shows that posting Stories between 11 AM and 3 PM captures the highest engagement, as users wind down and focus on their devices. Knowing when your audience is active can make or break your efforts.

Tools like analytics dashboards can give you the insights you need to post at the perfect time (yes, ZoomSphere can help with that).

4. Stay on Trend without Trying Too Hard

From meme-based campaigns to influencer collaborations, staying relevant is key. Ephemeral content thrives on trends, but forced attempts can backfire. Brands like ASOS have nailed this balance by integrating memes into their limited-time Stories, earning engagement without sacrificing relatability.

Ephemeral Content Trends for 2025

If you thought ephemeral content was just about Stories, you’re wrong. 2025 is shaping up to be the year of wild innovation, where brands are turning fleeting content into something that feels almost permanent—at least in its impact.

Here’s what’s redefining ephemeral content for brands this year:

1. Augmented Reality (AR) Filters

AR filters aren’t just for selfies anymore; they’re the playground for brands looking to captivate users with something interactive and personal. Instagram and Snapchat are leading the charge, with brands like MAC Cosmetics taking it a step further by letting users "try on" products virtually through AR filters. This is a way to turn fleeting content into a digital fitting room, boosting conversions while keeping users entertained. AR is no longer a nice-to-have; it’s a critical part of creating viral marketing campaigns.

Bold text reading 'AR filters aren’t just for selfies anymore; they’re a critical tool for brands,' emphasizing the importance of augmented reality in modern marketing strategies.

2. Ephemeral E-Commerce

"Buy it before it’s gone" is no longer a tagline—it’s a strategy. Disappearing product launches and limited-time offers are becoming staples for brands that know the power of urgency. For example, streetwear brands like Supreme have perfected this art, creating product launches that vanish faster than you can say “cart.” This ephemeral content trend capitalizes on scarcity, compelling users to act immediately. It’s less about window shopping and more about digital treasure hunting.

Your Ephemeral Content Strategy Cheat Sheet

Let’s be honest: jumping into ephemeral content without a strategy is like throwing darts in the dark. You might hit something, but odds are you’ll just miss and waste your time. The solution is a simple, clear, and insanely effective plan.

Here’s your cheat sheet for crafting ephemeral content campaigns that actually work.

Step 1: Define Your Objective

What are you trying to achieve? Whether it’s brand awareness, audience engagement, or cold, hard sales, every campaign needs a purpose. Ephemeral content can be a versatile tool—but if you don’t know what you’re aiming for, you’re not marketing; you’re guessing. Brands have used ephemeral content to boost engagement with time-sensitive giveaways, while others focus on driving direct sales with limited offers.

The point is, start with a goal and build from there.

Step 2: Choose the Right Platform

Instagram, Snapchat, LinkedIn—each platform attracts a different crowd. Instagram Stories dominate for marketing to Gen Z, Snapchat wins on immediacy, and even LinkedIn is dabbling in the ephemeral game for professional networking. The key is to align your content with where your audience already hangs out.

Bonus tip: stick with platforms that offer strong analytics to help you assess ephemeral content effectiveness.

Step 3: Craft Time-Sensitive, Visually Compelling Content

The whole point of ephemeral content is its fleeting nature. Make it count. Use bold visuals, captions that compel action, and interactive features like polls and swipe-ups to engage your audience. Keep it authentic, too—Gen Z sees through anything that feels overproduced. Red Bull’s Instagram Stories, featuring unpolished behind-the-scenes moments, are a masterclass in using simplicity to connect.

Bold text reading 'Ephemeral content is all about fleeting moments—make them count with bold visuals, action-driven captions, and interactive features like polls and swipe-ups,' highlighting strategies for impactful short-lived content in digital marketing.

Step 4: Measure and Iterate

The best campaigns don’t happen by chance—they’re optimized over time. Use tools like ZoomSphere to track the performance of your ephemeral content campaigns, from engagement rates to conversion metrics. The data will tell you what’s working and what’s not, allowing you to fine-tune your strategy for maximum impact. Don’t just guess; let the numbers do the talking.

When you’re strategic about your approach, ephemeral content isn’t just another marketing tactic—it’s a results-driven machine. Follow this cheat sheet, and you’ll be cashing in on the currency of attention in no time. Just make sure you’re tracking the ROI—otherwise, you might as well let those Stories vanish without a trace.

Spend It Wisely or Go Broke

Ephemeral content is your brand’s ticket to staying relevant in an attention-starved digital space. With fleeting campaigns driving unparalleled engagement and effectiveness, the question isn’t whether you should join the game—it’s how soon you can get started.

Brands that lean into ephemeral content are sparking conversations, building recall, and, let’s face it, outpacing their competition. But the key lies in execution. Plan smarter, measure better, and optimize relentlessly.

No results found.
No content matched your criteria. Try searching for something else.
This site uses cookies to serve personalized ads and analyze traffic. By clicking "Accept" you consent to our use of cookies. See our Privacy-Policy to learn more.
Accept
Reject