You’re competing with Reels, TikToks, news, memes and notifications. All at the same time.
And you have a 3-second attention span – if you’re lucky.
The content you publish on social media is consumed at an absurd speed. You post it today, it disappears tomorrow. And yet… you expect it to bring results.
The question is: is your content built to last – or just to be seen?
In this article we explain how to create content that lives longer than 24 hours in the feed. Spoiler: it all starts with strategic intent.
1. Don’t just create for the algorithm. Create for the person.
It’s easy to fall into the trap of making “instagrammable” content, with recycled trends and quick-to-produce visuals. But what does that bring? Likes? OK. Returns? Doubtful.
? Content that lasts is content that solves problems, teaches, inspires or moves.
Think of it this way:
- Who’s going to see this?
- What will they take away from it, even if they don’t click or buy?
- What if they save it or share it? Even better.
2. Make the most of what you already know – evergreen content
‘Evergreen’ is content that remains relevant months (or even years) after being published.
? Examples:
- Step-by-step guides
- Explanations of concepts in your field
- Useful and practical tips
- Trends that are here to stay (not just one-week fads)
Formats such as blog articles with SEO, educational carousels or videos that answer frequently asked questions are top ideas for getting started.
3. Create less, but with more quality (and clear objectives)
Publishing for the sake of publishing is killing the creativity of many brands.
The alternative? Produce with your head.
Before creating, answer this:
? What do I want people to feel, know or do with this content?
? How can I measure whether it worked?
If you don’t have an answer, rethink the post.
It’s better to publish 1 strategic piece of content a week than 5 just because “you need to feed the feed”.
4. Re-use. Recycle. Reinvent.
Good content deserves more than one post.
Published a blog article? Make a carousel with the highlights.
Recorded a long video? Cut it into 3 Reels.
Made an educational carousel? Take a strong quote and turn it into a tweet-style post.
? Think of content like a Lego piece: the value is in how you assemble, disassemble and rebuild it.
5. Content lives longer… when it’s thought of as a brand
When everything you communicate is coherent – in tone of voice, visuals, intent – the content starts to build something bigger: brand memory.
And that’s worth more than any like.
TL;DR – If you’re going to publish, do it with intent
The feed moves fast. But what’s done with strategy can last.
? Create for the person, not just for the algorithm.
? Produce less, but with more intention.
?? Reuse and reinvent what you already have.
? And think as a brand, not just as a creator.
In the end, content that lasts… converts.
At Brief, we help brands create content with intent – from strategy to creative production. We plan, write, design and optimise so that every post has a purpose (and results). If you want to stop publishing just for the sake of publishing and start building a digital presence that lasts and converts, talk to us.
