July’s Top Content: Inside Jokes, Early Morning Laughs, and Culture that Connects
If June was all about real talk and rhythm, July brought a different flavour. A little cheek, a lot of personality, and just enough chaos to keep it fun. From friendship reels and footy banter to team intros and unexpected hostage humour, these posts showed us that when content feels human, it hits harder. Here’s what stood out and what’s worth borrowing for your own feed.
She & I Skin Co. – The Loyalty Test (With a Boot Twist)
Why it worked:
This reel walked the perfect line between playful and unhinged in the best way. With a deadpan voiceover and a blink-if-you-miss-it hostage moment in the boot, it delivered the kind of humour that’s chaotic, clever, and impossible to scroll past. The best part? Sarah’s delivery - mixing loyalty with just enough dramatic flair to turn the post into a brand-building inside joke.
Key Takeaways:
Humour with a plot twist = gold. Unexpected visuals drive replays and shares.
Founder-led content deepens loyalty. Audiences buy into people — and that makes every joke land stronger.
Shareable doesn’t mean shallow. This kind of cheeky, well-executed post turns engagement into entertainment.
Form Plus Pilates – Friends Who Reform Together…
Post Type: POV Reel – “When your friend suggests a 6AM class”
Why it worked:
This reel brought together two crowd-pleasers: the chaos of 6AM workouts and the comedy of friendship. With one friend lunging and the other passed out on the reformer, the punchline was immediate. Add in a warm, witty caption and a refer-a-friend promo, and the result was a scroll-stopper that felt fun, not salesy.
Key Takeaways:
Friendship + contrast = comedy. Juxtaposing energy levels made the reel instantly relatable.
Offers don’t need hard sells. When your caption feels like an inside joke, people are more likely to act.
Visual humour builds brand affinity. If they laugh, they remember.
Ian McNamee & Partners – Go Blue or Go Home
Post Type: State of Origin Culture Reel
Why it worked:
This post tapped into a moment that was already lighting up group chats — the State of Origin. With office photos, cheeky jabs, and a strong sense of community, it brought personality to the forefront. It wasn’t just about footy — it was about culture, connection, and a team that loves what they do (and who they barrack for).
Key Takeaways:
Topical + team = timely engagement. Tapping into shared moments makes your brand feel more present.
Inside jokes build outside interest. Even non-Blues fans could appreciate the banter.
Culture-first content travels. When your team’s having fun, your audience is too.
Have & Hold Marketing – Meet Phebe
Post Type: Team Announcement Carousel
Why it worked:
This wasn’t just a welcome post. It was a love letter to the newest member of the team. The caption balanced warmth, humour and heart, turning an introduction into a mini culture moment. With real-life details (hello, lint rollers and Canva folders), it gave clients and followers a genuine feel for the person behind the scenes and made them feel part of the welcome, too.
Key Takeaways:
People engage with people. A strong caption with personality and context makes intros feel human.
The details matter. Lint rollers and calendar colour codes made this post real, not just professional.
Intro posts double as culture signals. You’re not just adding a face — you’re showing what matters behind the scenes.
What We’re Seeing
In July, content didn’t need polish, it needed personality. The top posts were cheeky, real, and rooted in strong storytelling. Whether it was a hostage joke or a heartfelt intro, each one showed that connection isn’t just a metric, it’s a feeling.
The big takeaway?
Inside jokes, real people, and a little unfiltered humour go a long way. When your content feels like it could only come from your brand, that’s when it sticks.
