Don’t Make Ads—Make Content (That Sells): How We’re Rethinking Social, Relevance & AI
In a world where your audience scrolls at lightning speed, one thing has never been more true: they’re not here for your ads. They’re here for content—relevant, entertaining, authentic content that feels native to their feed.
At Pennock, we recently attended a standout webinar titled “Don’t Make Ads; Make Content (That Sells)”, and it hit close to home. Not just because of its punchy message, but because it perfectly captures the direction we’re moving as an agency—toward faster, smarter, more human content.
Why Traditional Ads Are Fading Fast
Social media users now have subconscious content blockers. Their feeds are hyper-personalized and brutally optimized for relevance. As soon as something feels like an ad, it’s skipped—instantly.
What’s replacing traditional ads? Content that looks like it belongs on the platform:
Viral lo-fi videos and memes
Screenshots and podcast clips
Beauty tutorials, comedy snippets, even dashcam clips
Raw, unfiltered moments that feel real, not staged
This isn’t just “UGC.” This is a whole new category: native content.
Where AI Comes In (And Why We’re Paying Attention)
Another big theme of the webinar was the rising role of AI in shaping the feed—and how it’s both a threat and an opportunity for marketers.
Here’s what we’re seeing:
AI-generated content is flooding social channels
Some of it is manipulative, misleading, or emotionally exploitative
But done right, AI can also help brands move faster and test smarter
Authenticity, trust, and storytelling are the new differentiators
At Pennock, we’re not trying to replace human creativity with AI—we’re amplifying it. We see AI as a way to create quickly, test often, and surface winning ideas faster than ever.
5 Quick Learnings You Can Act On Today
Make Content That’s Native to the Feed
Mimic the styles your audience already consumes—lo-fi, funny, raw, real.Skip the Gloss, Ship the Real
Forget overproduced studio shoots. Test quick, “ugly” content.Hook Immediately with Relevance
You have less than 2 seconds. Be direct, emotional, or surprising right away.Use AI With Intention
Don’t let AI replace storytelling. Use it to explore, draft, and accelerate, not fake it.Move Fast, Learn Faster
Instead of perfecting one ad for weeks, launch five versions today and iterate.
What’s Next for Pennock
We’re embracing this shift head-on.
We’ve already begun:
Auditing creative for relevance and authenticity
Testing native ad formats across Meta and TikTok
Exploring AI tools to accelerate content creation—not replace it
Over the coming months, you’ll see more:
Fast-turnaround creative testing
AI-assisted concepting
Content formats inspired by what real people actually consume
It’s not just a trend. It’s the future of how brands show up online.
Let’s Make Something That Belongs in the Feed
If you’re a brand or marketer wondering how to not just survive but thrive in the new content landscape, we’re ready to help.
Let’s ditch the ads and make content that actually sells.
👉 Contact Us to learn more about AI creative strategy at Pennock.