Celebrating Social Media’s Evolution: What’s Changed — and What Still Works

Our thoughts on what’s changed, what’s working, and where we’re headed next.

At E29, we’ve seen firsthand how social media has completely reshaped the marketing world — and how the savviest brands (and agencies!) evolve right along with it. As we celebrate Social Media Day on June 30, we’re taking a moment to reflect: What’s changed? What still works? And how can brands show up in more human, meaningful ways?

Then vs. Now: The Evolution of Social Media

Remember when static posts with curated captions were the gold standard? So do we. Years ago, We helped our clients fill their feeds with product shots, perfectly lit and polished. But platforms and audiences have changed. These days, the brands winning on social are the ones who show up with personality,purpose and of course authenticity.

Here are a few shifts we’ve lived (and worked) through:

• From Broadcast to Conversation
  Back then, it was all about “posting.” Now, it’s about talking — building real conversations, not just pushing content.
  
  
• From Curated to Authentic
  We used to obsess over the grid. Today, it’s the real, behind-the-scenes, unfiltered moments that audiences connect with most.
  
  
• From Organic to Paid + Purposeful

Organic reach has changed, but our strategy hasn’t been to throw money at content blindly. We always make sure a post is resonating organically before putting paid support behind it because strong creative should work on its own first.

• From Static to Scroll-Stopping Video
  A still image might have worked in 2017. But now? You need motion. We’re constantly guiding clients toward short-form video that educates, entertains, and earns attention.

What Still Works (and Always Will)

Even as trends shift, a few things remain true:

• Authenticity wins — Whether it’s a customer review or a scrappy iPhone video, real stories cut through.
  
  
• Community is everything — We don’t just grow followings. We build relationships.
  
  
• Consistency counts — We’ve seen brands grow fastest when they commit to regular, high-quality content.
  
  
• Listening beats shouting — Social isn’t a megaphone. It’s a two-way street. The smartest insights come when we listen.

How We’re Helping Brands Stay Ahead

At E29, we’re not just watching trends — we’re helping our clients create and  lead them. Today, we’re leaning into:

• Short-Form Video with Substance
  Think: easy, crave-worthy recipes using a variety of Foster Farms products, behind-the-scenes wellness moments with Infraway, or real-life Tiger Balm reels featuring post-workout and post-gardening recovery. It’s more than just trends, it’s content that delivers real value.
  
  
• Real People > Stock Photos
  Our social playbooks now prioritize UGC — from people sharing their favorite Fresh Del Monte pineapple recipes to creators showing how Tiger Balm helps relieve everyday aches and pains. Real people drive real results.
  
  
• Niche Is the New Big
  We’re finding gold in micro-communities — helping brands show up meaningfully in places that feel personal, not mass.
  
  
• Purpose Over Perfection
  Whether it’s wellness, sustainability, or fun, we help brands stand for something. It’s what keeps audiences coming back.

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The E29 POV

We’ve come a long way from the static posts and brand-only voices of the past. Today, it’s about connection and that’s where we thrive.

As an agency, we’ve evolved right alongside the platforms. And we’re still evolving, helping our partners stay current, stay human, and stay ahead.

Want to make your brand’s social feel more real, relevant, and ready for what’s next?

Let’s talk. We’ve got some ideas. 😉

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