Double Forte

As AI-generated content floods social feeds, audiences are craving content that feels real.

People at the conference kept returning to the same challenge. Consumers still expect brands to participate in online culture, but they quickly tune out content that feels forced or trend-driven solely for visibility.

That conversation mirrored what we’re seeing with clients. The brands getting the most engagement right now are building trust instead of chasing every trend.

We explored this recently in our Double Forte blog on trend jacking, where we shared how brands can participate in trends without losing authenticity or credibility. The strongest social strategies balance relevance with a clear brand voice and audience understanding.

Community building also surfaced across the event. Brands creating conversations and meaningful interaction continue to outperform brands focused only on publishing volume.

Several speakers challenged the long-standing belief that higher content volume leads to stronger performance.

Instead of pushing constant production, marketers discussed building sustainable content systems. Teams shared strategies around repurposing top-performing content, creating evergreen libraries, and batch production workflows that reduce pressure without sacrificing quality.

There was also a noticeable shift toward simpler, more conversational formats. Founder-led storytelling, behind-the-scenes content, and lo-fi video often feel more trustworthy and relatable than heavily produced campaigns.

Audiences are responding to content that feels useful, direct, and human.