May’s Top Content: Real Moments, Sharp Hooks, and A Lot of Laughs
May’s content hit differently—and we mean that in the best way. From perfectly timed humour to behind-the-scenes scroll-stoppers, the winning posts this month proved that when content feels real, people stick around. Here's what worked (and how to steal the strategy for your own socials).
She & I Skin Co. – Sisters, Sass, and Showing Up
Why it worked:
This reel had one job: make people laugh—and it delivered. Leaning into the classic sibling dynamic, the video gave Sarah the title “CEO of everything” and Ella… “CEO of showing up.” It was dry, cheeky, and wildly relatable. No fancy edits—just brilliant character energy and a format that kept followers watching to the end.
Key Takeaways:
Relatable roles create instant connection
Low-fi humour often outperforms polished content
Strong personalities are stronger than transitions
Form Plus Pilates – If You Know, You Know
Post Type: Reformer Class Reel
Why it worked:
With a single text overlay—“When the Athletic class ends up having Athletic style moves…”—this reel delivered the exact mix of sweat and sarcasm Pilates fans love. It didn’t over-explain. It didn’t try too hard. And that’s why it hit. A moment that feels too real? Always a win.
Key Takeaways:
Keep the message simple and the visuals strong
Humour helps the hard stuff feel more accessible
When the vibe is honest, your community leans in
Ian McNamee & Partners – Around the Grounds
Why it worked:
This video didn’t need voiceovers or flashy edits—just a clear rhythm and strong sense of presence. Each footstep revealed a new face, a new location, and a new glimpse into the team’s Saturday in action. It quietly reinforced everything their brand stands for: community presence, collaboration, and momentum.
Key Takeaways:
Movement gives structure (and keeps people watching)
Team-focused content builds familiarity
Small moments tell big stories
Have & Hold Marketing – Propaganda we’re not falling for
Why it worked:
This lighthearted list of “propaganda we’re not falling for” turned an everyday team shoot into a scroll-stopping, shareable moment. With everything from “AI will replace our jobs” to “You can’t build a national brand from a regional area,” the post called out industry myths while staying totally on-brand. Bonus points for the cheeky caption.
Key Takeaways:
Trend formats work best when customised
Text-driven Reels are perfect for fast-scrolling audiences
Team content can double as value-driven storytelling
What We’re Seeing
In May, the best-performing content wasn’t trying to go viral, it was just being real. Reels that made people smile, nod, or laugh quietly to themselves while pretending to work? That’s the gold.
And the big lesson? You don’t need more polish—you need more personality.
