Leading by Engaging Culture Will Push Your Brand Ahead

- Jocelyn Pires

Engagement > Reach

Success today means moving from vanity metrics to value metrics. Algorithms are increasingly rewarding for engagement and conversational content. Marketers need to understand how much and how often to engage based on the platform, audience, and their business size. The principle remains: the most successful brands turn engagement into a community.

Engagement is the New North Star

In today’s digital landscape, engagement is no longer just one marketing metric among many others; it is the metric. According to Sprout Social, inbound engagements have been slowly on the rise since 2023. Brands that prioritize genuine, two-way interactions are seeing the most success across social platforms. In the past, content volume, followers, and likes were the most critical metrics. Today, it is about quality interaction. 1:1 customer engagement has become even more impactful than content creation itself. Responding directly to your audience builds trust, fosters loyalty, and turns casual followers into active brand advocates.

Schweid & Sons effectively fosters engagement on social media platforms through follower interactions

It is also important to acknowledge the role of brand-on-brand interactions – and the importance of supporting one another through collaborations and giveaways. These fan favorite moments help to drive audience buzz and reinforce a brand’s voice and relatability.

Successful Hoboken Farms collaborations with outside brands

Why Brands Must Lead, Not Follow

There was a time when culture shaped the media, but today, the media defines culture. That shift has significant implications for how brands communicate, create, and connect.
In this new landscape, brands can no longer afford to ride cultural waves. Instead, they must create culture. This means moving beyond trend-chasing and toward original, meaningful content that defines a brand’s identity and vision.

Why Culture Creation Matters…

• Builds Authentic Connection: When brands focus on cultural creation, customers develop a deeper understanding of what the brand stands for. This leads to stronger emotional connections, greater loyalty, and more passionate advocacy.
• Creates Distinction: In crowded markets, culture-driven brands stand out. They’re not just selling a product; they’re building a movement and community around shared values. 
• Encourages Authentic Engagement: Brands that prioritize authenticity inspire user-generated content and participation. This not only extends reach but builds trust. 
• Fosters Community: A strong internal culture attracts a vibrant external community. Customers don’t ignore a brand when said brand makes them feel like they’re a part of something bigger. 
• Enables Two-Way Understanding: Through engagement, customers gain a deeper understanding of the brand, and, just as importantly, the brand gains significant insight into its audience’s values, needs, and aspirations. 

Brands that lead with culture do not just capture attention; they foster a sense of belonging. And in an era of fragmented media and fleeting attention, that kind of loyalty is invaluable.

Navigating Doomscrolling: Offer a Mental Health Pause

The term “doomscrolling” is one that few imagined would find its way into the dictionary. The word popularized during the COVID-19 pandemic describes the experience of endlessly scrolling through social media, often leading to increased anxiety and mental fatigue. With short-form content dominating and attention spans shrinking, many turn to social media to distract themselves, only to feel more overwhelmed afterward.

A Chance For Brands to Stand Out…

In this content-saturated environment, brands have a unique opportunity to pause the scroll by offering authentic, calming content that resonates with their audience. Many are posting serene images and videos as intentional “brain breaks,” encouraging users to step back and reconnect with life beyond their screens. Emphasizing trends such as “almost forgot this is the whole point,” which highlight the perks of living life outside of social media, have been popularized. Some examples of companies that are doing a great job of leading with a health-conscious mindset are Bona (emphasizing mental health), Patagonia (appreciating nature), and Adobe (encouraging creativity). 

Bona prioritizing mental health and wellness on their social media platforms

Prioritzing Mental Health

To resonate with today’s audiences, brands should: 

• Avoid anxiety-inducing content 
• Share thoughtful, calming posts 
• Encourage mindful breaks from digital overload 

By prioritizing mental well-being, brands can foster trust and cultivate meaningful engagement in a crowded social media landscape. 

Conclusion

In a busy digital world, engagement is the true measurement of success. Brands that prioritize meaningful interaction, lead culture, and offer mental health focused content stand out. By creating calming, authentic content, brands can build trust, foster loyalty, and turn followers into communities. Real connection is the ultimate competitive edge!

Stay tuned for Part 2 of our Social Media Trends Series!

References

https://www.carbonateinsights.com/p/gen-z-is-doomscrolling-on-doordash?utm_source=substack&utm_medium=email

https://sproutsocial.com/insights/gen-x-social-media/ ?utm_campaign=mkb&utm_medium=newsletter&utm_source=morning_brew

https://awisee.com/blog/gen-x-trends/

https://www.forbes.com/councils/forbescommunicationscouncil/2025/02/03/the-biggest-social-media-trends-shaping-2025/

https://datareportal.com/reports/digital-2025-sub-section-state-of-social