Clément Favaron

When I got my first big social media job in 2020, I was a proud hater of fancy production for social posts "All you need is an iPhone!!! People want casual!!!" That advice made sense when your followers saw your posts Now the algorithm shows you to strangers at the same clip as your followers, and strangers don't owe you anything. They might not know who you are, and you have to earn their attention immediately If your video doesn't do well among non-followers, it'll tank Had Talarico's team used a casual iPhone shot for this video, it would've lost all of its aura and sense of place and you probably would've kept scrolling Instead, they shot it like a damn movie, and it racked up hundreds of millions of views across platforms I can't tell you what the zoom and the lens and the angle are doing, but I can tell you it feels good. It earns your attention, and you want to listen The dynamic captions right in the middle of the screen help keep you hooked too, because those feel good to read You should trust @parkerpbutler a lot more than me about campaign social, and he said 2026 was the year organic overtook paid social I don't anticipate organic being any less important in 2028 and beyond The best campaign teams will operate like miniature production studios, and the entire org will need to give digital a seat at the table from the very beginning, rather than bringing them in at the last minute and asking, "We have an event, how are we going to film it?" Like it or not, the internet is real life