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There’s a new trend of influencers and content creators being hired by brands to work for them full time as in-house content creators. This is something that has worked exceptionally well for activewear brand, Set Active. I’ve personally been loving their TikTok strategy recently! Here are the lessons that you can take from Set Active:

In-house content creators

This is a growing trend that we are seeing where brands are hiring content creators and influencers to work in-house and run their socials. TikTok influencer Sam Vicchiollo (with 2m+ followers), who is known for funny and relatable content, transformed Set Active’s socials during the 7 months he worked there – giving us all the BTS. Social media is a full time job. Bigger brands looking to grow their socials need someone fully dedicated to content creation who is ready to pick up the camera at all times!

Sharing the BTS

I love brands that employ a ‘fly on the wall’ style content that makes us feel like we are in the meeting room or on set with them. TikTok is the perfect platform for BTS content. It doesn’t need to be perfectly aesthetic – the more messy and raw the better. The difference between Instagram vs TikTok content is clear in the middle photo: you can see the final shot on their instagram, but TikTok shows what goes into achieving  that shot.

Founder & employee-generated content (EGC)

Set Active’s founder, Lindsay Carter is not afraid to show up on camera and show you what she gets up to as a founder. Lindsay has built up her personal brand and this founder-led content shows us exactly who we are buying from. Similarly, 95% of their TikTok content shows the people behind the brand (as opposed to models/influencers). In-office content is super popular right now: not only is it relatable to those with office jobs, it also satisfies our natural nosiness that likes to see what their office and team culture is like.

Trend-driven content

Set Active jump on relevant trends to maximise reach and chances at virality. Since their content is very casual and informal, this gives them the flexibility to incorporate trendy content. Brands that incorporate trends into their content strategy have more appeal to their audience and show that they don’t take themselves too seriously.

To conclude, ​​Set Active’s use of in-house creators and employee-generated content adds an authentic, unfiltered edge that resonates with their audience. Social media thrives on personality, relatability and a little bit of chaos. Whether you’re a startup or an established brand, showing up, getting creative and embracing the messiness of content creation can set you apart, just like Set Active.