December’s Top Content
December’s top-performing content proved one thing: connection outperforms polish. The posts that landed weren’t loud or overproduced, they were intentional, human, and quietly confident.
From niche humour and founder-led storytelling to team moments and community wins, December showed what happens when strategy leads and personality does the rest. These weren’t lucky hits. They were well-timed, well-considered moments that felt real, and the results followed.
She and I Skin Co. - 29 is the new 16, right?
THE WINNING FORMULA
This reel paired a scroll-stopping, relatable moment with an understated skincare win. The casual delivery kept it feeling real, while the result spoke for itself without overselling. By crediting the community rather than the product, it built trust and quiet confidence, the kind that makes people believe.
KEY INSIGHTS
When the hook feels human, people lean in. A simple, unexpected moment sparked curiosity without needing big production or bold promises.
When the result isn’t shouted, it’s believed. Letting the audience connect the dots made the skincare story feel authentic, not promotional.
When community is centred, credibility grows. Shifting the spotlight from product to people reinforced trust and brand loyalty.
Form Plus Pilates - You’re getting robbed but you know pilates
THE WINNING FORMULA
This reel tapped into Pilates humour that feels instantly familiar. The quick POV, paired with an everyday moment, made the joke land fast and kept people watching. It didn’t try to teach or sell, it simply showed Pilates as part of real life, which made it highly shareable across both Instagram and Facebook.
KEY INSIGHTS
When humour is niche, it travels. Pilates-specific jokes feel personal, making them more likely to be shared.
When the moment is instant, people stay. A clear punchline in the first second reduced scroll-away.
When content feels effortless, engagement rises. Simple filming plus relatable movement drove strong interactions.
Ian Mcnamee & Partners - This or that
THE WINNING FORMULA
A familiar format, festive timing, and real team energy. The “This or That” concept gave viewers an easy way in, while the Christmas lens made it timely and fun. Featuring the team front and centre kept it human, light, and watchable, exactly the kind of content that feels social, not scripted.
KEY INSIGHTS
When formats are familiar, participation increases. Viewers instantly understood the game and stayed to see the answers unfold.
When the team leads, connection follows. Real reactions and personalities made the reel feel warm and authentic.
When timing meets tone, reach lifts. Festive, low-pressure content outperformed heavier posts during a busy season.
Cover & Co. - Christmas Party shenanigans
THE WINNING FORMULA
A clear theme, a strong setting, and the team fully committing to the brief. This reel worked because it felt celebratory without being staged, real people, real energy, and a moment of pause to mark the year that was. The mix of personality, place, and pride made it feel like an invitation rather than a highlight reel.
KEY INSIGHTS
When the theme is clear, the content lands. A simple concept gave the reel instant context and scroll-stopping appeal.
When the team shows up as themselves, it resonates. Style, humour, and confidence made the moment feel genuine, not forced.
When celebration meets storytelling, engagement follows. End-of-year content that reflects culture performs because it feels earned.
Peachie Clean - Bloopers of Jess
THE WINNING FORMULA
This reel worked because it didn’t try to be polished. It leaned into real moments, real personality, and a bit of behind-the-scenes chaos that felt familiar and human. Showing Jess exactly as she is made the brand feel approachable, relatable, and honest, which is what people expect (and love) from Peachie Clean.
KEY INSIGHTS
When authenticity leads, trust follows. Unscripted moments made the brand feel real, not rehearsed.
When personality shows up, people stop scrolling. Jess being herself was more engaging than any perfect setup.
When imperfection is embraced, connection grows. The candid tone matched the message and made the content feel believable.
Tamar Fudge - Meet the Makers
THE WINNING FORMULA
Founder-led storytelling with a calm, cinematic feel. This reel blends personal history, place, and purpose. Inviting people into the why behind the brand, not just the product. It slows the scroll, builds trust, and positions Tamar Fudge as something thoughtfully made, not just sweet.
KEY INSIGHTS
When founders lead the story, connection deepens. Putting Kelly and Thomas front and centre turned the brand into people, not packaging.
When place is part of the narrative, belonging follows. The Tamar Valley setting anchored the story emotionally and visually.
When honesty replaces hype, trust grows. A grounded origin story outperformed louder product-led content by feeling real and earned.
Have & Hold Marketing - Mr and Mrs H&H
THE WINNING FORMULA
A personal milestone shared with intention. This carousel blended real-life joy with brand transparency. Letting the audience celebrate with the founders, not just observe from the outside. It felt generous, grounded, and unmistakably human.
KEY INSIGHTS
When personal moments are shared thoughtfully, connection deepens. The wedding reveal invited warmth, celebration, and genuine goodwill.
When leadership shows up as people, not brands, trust grows. Audiences responded to the honesty behind the scenes of the business.
When joy leads the story, engagement follows. This post outperformed others by making space for celebration, not strategy.
What We’re Seeing
December rewarded brands that slowed the scroll by being themselves.
In a busy, noisy month, content rooted in real people, real culture, and real moments consistently outperformed. Founder stories, team energy, inside jokes, and honest results cut through because they felt earned, not engineered.
The takeaway?
Strategy still matters, but in December, it showed up through timing, restraint, and clarity. The brands that performed best didn’t chase attention. They built a connection. And that’s what made people stop, watch, and care.