“The best content isn’t just about the destination, it’s about the journey.”
It might be corny, but it’s true: it’s the silly, messy, human moments along the way that actually make people stop scrolling.
Too often, brands focus on the glossy finish – the perfect product shot, the big reveal, the tidy campaign wrap-up. And while that stuff looks good, it’s not what really hooks an audience.
Meerkat Creative CEO Anna Shepherd says audiences today are craving “realness”.
They want to see how you got there. Think of the messy desk, the teamwork, the laugh when something goes wrong.
“That’s what makes them feel part of your story,” she said.
So, why is the journey the best part?
Think about your last road trip. What do you remember most? The exact moment you arrived… or the off-key singalongs, the snack runs and that time someone took the wrong turn but it ended up being hilarious?
“Sure, the destination is great. But what you remember years later is the snacks you ate in the car, the music you sang badly, the silly detours you took. That’s what gives the trip its flavour. Your content is no different,” Anna said.
What Counts as an “In-Between Moment”
These moments don’t have to be epic. They just have to feel real. Think:
- Your team’s first caffeine hit before a big shoot (bonus points for sleepy faces).
- The blooper reel when someone trips over a cable.
- The quiet focus of someone tweaking the final details before launch.
- A quick shot of all the random gear piled up for an event.
Anna said people loved to peek behind the curtain.
“Show them the journey and you’ll keep them invested in the outcome.”
How to Catch Them Without Losing Your Mind
You don’t need a full production crew following you around. Anna said your phone was enough.
“A shaky, authentic clip will often outperform a slick, overly-produced one because it feels more real,” she said.
Here’s Meerkat’s tips how to make it easy (and fun):
- Become a content magpie: Grab quick clips of anything shiny, funny, or interesting – packing boxes, testing products, decorating for an event.
- Show human faces: High-fives, eye rolls, belly laughs – these moments do the emotional heavy lifting.
- Keep the chaos: Don’t cut the weird stuff. That’s what makes it relatable.
- Post while it’s fresh: The sooner you share, the more “in the moment” it feels.
Why This Works
Because people root for people. When your audience feels like they’re along for the ride, they care more about the result. They’re not just passive viewers, they’re cheering you on.
“You’re not just showing what you do. You’re showing who you are. And that’s what builds fans — not just followers,” Anna said.
So, next time you’re about to post a perfectly polished hero shot, pause. Ask yourself: what happened five minutes before this? The spilled coffee, the last-minute brainstorm, the frantic setup — that’s gold.
Film it, share it, and let your audience be part of the chaos. You might find those little, goofy moments are the ones everyone talks about.
