How to Create Content for Your Brand Without Boring Everyone to Death (P.S. It shouldn’t feel like an ad)
So you’re wondering how to create content for your brand that people actually want to engage with - let's be real, if it sounds like a sales pitch, your audience has already switched off. Consumers today are more aware than ever. They can spot overly promotional brand content a mile off, and they’re quick to scroll past anything that feels forced or insincere.
What they do want is to be understood and valued. To be seen as real people with real problems, not as a walking wallet, a sale, or a click.
Creating engaging content for your brand isn’t about pushing a product; it’s about building a connection. Brands that stand out prioritise authority, storytelling and value-driven content over hard selling.
Sound Like an Actual Human
In a world suddenly oversaturated with AI crap, it pays to sound like a real human being. Now more than ever, people are looking for content they can relate to, which elicits feelings and, in turn, reactions (think social media ragebait, John Lewis Christmas adverts)
When creating content for a brand, focus on authentic brand voice:
Shoot content that feels like real life, not a polished sales script
Use natural language
Prioritise clarity and stay away from jargon
So drop the corporate tone next time you’re creating content for your brand. Mirror your audience - sound like them, not a pushy salesperson.
Forget Promotion, Start With Relatability
Be honest, how are you relating to your target audience? And do your values align with theirs? Because customers don’t give a damn about an ad that isn’t relatable or culturally relevant. In fact, 58% of people prefer brands whose values align with their own.
Respond to Cultural Events To Stay Relevant
More than three-quarters of consumers expect brands to respond to cultural moments within a week. Crazy, right? Whether it’s a trending topic or viral format, tapping into what your audience is already engaging with makes your content feel timely - not forced.
Show Relatability Through What People See on Screen
This is where production matters. The right casting, setting, tone and direction can make the difference between content that feels authentic and content that feels like an obvious ad.
At STORM+SHELTER, we believe this stuff works best when it’s grounded in authenticity and relatability. Our campaign with Transport for Wales (TfW) is a perfect example. Check it out here: “We’ll Do What It Takes”.
Being relatable and culturally relevant should come first, promotions second (if at all), because the truth is, people are tired of being sold to. They’ve seen every “limited time offer”, every 20% discount, every BOGOF deal. It all sounds the same.
Tell a Story Instead of Listing Product Features
Most stories teach us something: they contain a life lesson, a deeper meaning (e.g. Rapunzel could escape using her excessively long hair - such a classic), that’s why they stick.
Stories are the best way to connect to others. Humans are social animals after all, we’re wired to understand each other through shared experiences and emotions. It's simple: brands that tell stories to evoke emotions are the most memorable. They win attention by connecting rather than being the loudest in the room.
Visuals that feel real
Natural performances that don’t feel scripted
Sound, music, and pacing to build emotion
Step Into the Audience’s World
Your audience isn’t waking up thinking about your product or service - they’re thinking about their problems, routines and goals. Your job is to fit into their lifestyle, not to cram your latest product or service into theirs.
When you’re creating relatable brand content, prioritise context over the product.
What does a typical day look like for your audience?
Where does your content naturally fit - early morning scroll or late night research?
Create content that matches those moments
Subtlety Is Golden
Have you ever sworn off a brand or product simply because it was too in-your-face? Yep, thought so.
Ever got the same ad twelve times whilst trying to get through a single YouTube video, pulling your hair out whilst waiting for the ‘skip’ button to appear? Me too.
Guess what? We’re not alone. 93% of consumers regularly block or skip ads.
That’s what we like to call a ‘proper turn-off’. It doesn’t build trust or authenticity or desire; it creates a subconscious dislike for your brand. Instead, subtly blend your brand into your audience's day. The most effective brand content doesn’t feel like marketing or an ad - it feels like it belongs.
Want Content People Actually Watch?
Harsh truth - people don’t engage with content that feels like an ad. They engage with content that feels like it’s made for them. They want something useful, something relatable, something that actually makes them feel something.
That’s the difference between content that gets skipped and content that sticks. And it’s not just down to what you say. It’s how you show up. The visuals, the tone, the storytelling. It has to be authentic.
The challenge is bringing it all together in a way that feels natural, human, and worth paying attention to. That’s where strong production comes in, turning ideas and concepts into content that feels natural and not forced. So yeah - ditch the hard sell.
Ready to create content that actually speaks to people? Get in touch with us today.
