Why Do Spontaneous Videos Get More Reach Than the Ones We Carefully Plan?
It’s not easy to admit, but here it is: sometimes, videos that clients shoot in a rush, filmed vertically, with poor lighting, end up performing better than the content we produce with time, care, intention, and storytelling.
For a while, this felt unfair. How could something created without planning outperform our crafted, thoughtful work?
But the truth is: this phenomenon is real. And it’s becoming increasingly common.
Why? Because the algorithm has changed. And with it, people’s habits have changed too.
Today, what grabs attention isn’t polished content: it’s content that feels real. Genuine. Made in the moment. Flawed, even. But full of emotion.
That said, this doesn’t mean our work as content professionals has lost its value. Quite the opposite.
It’s never been more important to know what to say, how to say it, and when to say it.
We’re just at a point where content needs to feel more organic, more simple, and more human.
And that’s where the challenge lies: when a video is “organic,” it can sometimes look “unprofessional.” And that might lead some to question the quality of our work.
But what we need to explain (and remind ourselves) is that making a video look simple is a strategic choice, not a lack of professionalism.
Quality isn’t about how “pretty” a video looks. It’s about understanding what actually works. What creates connection. What drives results.
Our role remains essential for helping brands grow on social media — but today, perhaps more than ever, quality lies in our ability to simplify, humanise, bring lightness to communication, and deliver content at the right moment — even if it’s backed by a solid strategy.
Because at the end of the day, the algorithm doesn’t care if the video is well shot.
It only cares whether someone stopped scrolling to watch it.
And that someone, most of the time, is looking for emotion, truth, and a sense of closeness.
All things that a “perfect” video doesn’t always manage to deliver.
Our door is always open. Let’s talk.
