4 Content Styles you Can’t Ignore in 2025

Read Time: 3 Minutes 31 Seconds

Hey — Thomas here.

In today’s edition:

• 4 video styles dominating in 2025

• Why absurd, relatable, and raw content outperforms polished marketing

• Proven formats you can try today to grow your brand

So…

We’ve analyzed top-performing brands on social media,

and we’ve identified 4 video styles that successful brands like Duolingo, Smashd, and Magic Spoon are now using to grow their reach and drive conversions.

Let’s get into it.

Style #1: Unhinged Marketing

This one shocked me.

And apparently 29.5M other viewers who also watched this video.

cozycookiesdelivery

View more on Instagram

Oh, and there’s more.

Like this one that received 27M views.

And this one with 13.4M views.

There is one thing all Cozy Cookies videos have in common:

Their content is so unpredictable and absurd that it’s refreshing to see.

Why it works:

• Universally shareable: The humor and absurdity make the content something people want to share with friends.

• Effortless consumption: It’s chaotic in an enjoyable way, keeping viewers entertained without demanding too much attention.

• Stands out from the crowd: It breaks away from traditional, boring marketing formats, making it refreshing and memorable.

How to apply it:

• Twist the ordinary: Add an absurd, humorous spin to something mundane (and relatable) about your brand.

• Go all-in on humor: Lean into humor that feels natural and organic, even if it’s a little over the top.

• Self-deprecate smartly: Don’t be afraid to poke fun at yourself or your product—it humanizes your brand and builds trust.

You see, if you’re building an online presence, being memorable often beats being polished.

Their videos might not be high quality, yet they’ve driven more views than most high-production companies can achieve.

Here are some other unhinged, but memorable examples:

• 22.8M views by @magicspoon

• 7.6M views by @marge.marasco

Style #2: Trend Hijacking

Trends are built-in momentum.

When people are already paying attention to something, your job is to join the conversation while it’s still relevant.

Here’s a perfect example:

Duolingo doubled down on hijacking the trend of the popular TV show Squid Game 2, which was released last week.

They released this video.

And this carousel post.

And this video.

And this one.

By tapping into the millions of viewers already invested in the TV show, Duolingo attracted traffic to its pages and positioned itself as culturally relevant.

Why it works:

• Built-in attention: Trends already come with an audience.

• Instant relatability: People immediately connect and are drawn to content because they’ve seen the trend before.

• Shareability: When executed well, trend-based content is highly shareable, increasing your reach organically.

How to apply it:

• Act fast: The earlier you hop on a trend, the higher your chance of standing out.

• Make it yours: Don’t just copy—add something unique that ties back to your brand.

• Stay on-brand: Only join trends that fit your tone and audience. Forcing it feels inauthentic.

Style #3: The Parody

A video that takes something commonly known, and makes fun of it.

Take Black Plague Brewing, for example.

Here’s their spin on “getting caught drinking at work.”

Here’s another by Hatch, a natural alarm clock company, and their take on “bringing a significant other home for the holidays.”

Why it works:

• Scroll-stopper effect: It disrupts typical scrolling patterns because viewers don’t expect it.

• Curiosity hook: Makes your audience think, “Wait, what?”—this intrigue drives higher engagement.

• Memorable impact: It sticks in people’s minds by defying conventional norms, making your brand more memorable.

How to apply it:

• Twist the trend: Find a common industry trend and put an absurd, unexpected twist on it.

• Exaggerate the ordinary: Take a normal, relatable scenario and over-exaggerate it for comedic effect.

When everyone zigs, you zag.

That’s what makes this format so effective.

Style #4: Side Characters

Think of it as turning your brand into a sitcom, where recurring faces become the stars.

The hallmark example of this is @drinksmashd. Their marketing team and “the boss” are at odds.

By casting the marketer as the underdog who must hit 500k followers or risk getting fired, they create a compelling storyline with clear conflict, tension, and a satisfying resolution.

Here are some of their top videos:

• The marketer smashing cans.

• The marketer smashing cans with country music.

• The marketer smashing cans, inspired by Pixar.

It’s a simple, repeatable format that works because the stakes and challenge create an ongoing narrative that extends beyond a single video.

Why it works:

• Familiarity breeds loyalty: People love stories, and recurring characters create familiarity.

• Humanized connection: It humanizes your brand, making it more relatable and engaging.

• Emotional investment: Builds connection with the audience—people feel like they “know” your team.

How to apply it:

• Establish memorable characters: Feature different characters in recurring roles, with consistent character arcs and dynamics.

• Create ongoing narratives: Develop storylines that keep your audience coming back for more, like a mini-series.

• Tap into universal dynamics: Leverage universally understood relationships (friend-friend, sibling rivalry, coworker banter) to build instant relatability.

The more human your brand feels, the more trust you’ll build with your audience.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Thomas