The Power of Showing Up On Camera

Why Speaking to the Camera Builds Trust in a Noisy Feed

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*Heads up: AI helped us speed things up, but all insights, edits, and final calls were made by a human.

Quick Hits

• Instagram content from pro accounts is now surfacing in Google Search, unlocking new reach through SEO.

• Coors Light teamed up with Patrick Mahomes for a cold plunge activation inside a giant Mahomes head, launching July 19.

• Alix Earle kicked off her canned cocktail brand SipMARGS with a beachside influencer activation in the Hamptons.

• Olipop tapped into nostalgia with a retro “Soda Stories” campaign starring Kristin Chenoweth and Joshua Jackson.

• 95% of Snapchat users say they’ll shop in-store this back-to-school season, linking AR directly to real-world action.

• TikTok is building a U.S.-only app with separate algorithms and data infrastructure, signaling a major platform pivot.

Platform Updates

Instagram

• Public posts now indexable: Beginning July  10, public photos, Reels, carousels and captions from professional accounts are appearing in Google search results - retroactive to 2020, letting creators tap into SEO traffic via Instagram content.

• Meta Cracks Down on Unoriginal Content: Meta just announced new steps to limit “unoriginal” content on Facebook, targeting accounts that repost others’ videos, photos, or text without adding anything new.

TikTok

• US-only standalone app in development: Codenamed “M2,” this version (due ~Sept) will run on separate infrastructure and data from the global TikTok, fulfilling U.S. security requirements.

YouTube

• AI Content Crackdown: YouTube updated its monetization policy to target low-effort, mass-produced AI content—often called “AI slop”—including videos with minimal human input like auto-generated voiceovers or repetitive text-to-video compilations. Creators must now add significant original commentary or editing to remain eligible for ads

  

How Talking to Camera Creates Real Community

Not long ago, polished camera footage and aesthetic montages were the ideal creator content. If your videos looked cinematic enough, you stood out. But that standard has changed.

Today, the most effective creators aren’t the ones with the most edits or the fanciest backdrops. They’re the ones who show up face-first and speak directly to their audience.

With an increase of AI scripts and faceless trends everywhere, being able to look into the lens and talk honestly is one of the best ways to prove you’re worth listening to.

At its core, talking to a camera builds trust faster than any other format. When you look directly into the lens, people feel like you’re looking at them. You’re not just sharing information, you’re building a relationship.

Creators Who Are Doing It Right

Some of the most effective content right now comes from creators who are keeping things simple. They keep it personal, direct, and approachable.

Simon Gold (@simon__gold) is an amazing visual storyteller. Whether he’s sharing style guides or exploring the history of certain clothing pieces, he speaks to the audience like an old friend. It’s calm, thoughtful, and grounded. Simon understands his audience and curates his content to fit exactly what they care about.

Cogey (@cogey) is another creator who shows how powerful it can be to simply speak to the camera. Her videos often mix humor with creative skill, and she has a way of making her content instantly captivating. When she talks to the camera, it’s hard to look away.

If you’re looking for more examples of creators who do this well, check out @dlolo for approachable beauty and lifestyle videos, @lincandcanyon for warm, fun storytelling, and @via.ilyou for face-to-camera beauty recommendations and GRWMs.

They’re all proof that you don’t need constant trends to build connections. You just need to show up in a way that feels like you.

What They’re Doing Differently

Creators who speak to the camera aren’t just following trends, they’re making the effort to build long-term connections with their audience. Here’s what that might look like:

• Showing up consistently, even when it feels a little uncomfortable at first

• Practicing delivery until it sounds like a natural conversation

• Sharing personal stories and context instead of generic talking points

• Treating every video like a two-way conversation, not a sales pitch

What This Means for You

Direct-to-camera video is the fastest way to become a familiar face. You don’t need fancy gear or a perfect script. You just need to be willing to show up and be yourself.

If you’re not sure where to start, try recording a short video introducing yourself and explaining why you care about the topic you’re sharing.

Final Takeaways

Talking to the camera may feel intimidating, but it doesn’t have to be. Your audience doesn’t expect you to be perfect, they just expect you to be real.

The most powerful thing you can offer is your perspective, face to face.

What’s Your Take?

If you’re experimenting with more on-camera content, we’d love to hear what’s working for you.

Hit reply or leave a comment and share:

• What helps you feel confident on camera?

• What still feels challenging?

• Any small habits or mindset shifts that make it easier to show up?

P-A-C-C: Partnerships, Activations, Creative Campaigns

This past week’s top partnerships, activations, and creative campaigns:

Partnerships

• Coors Light × Patrick Mahomes “Patrick Plunge”: Fans can do a cold plunge inside a giant Mahomes head for $15 (benefiting his foundation), plus limited-edition plungers for $40. It launches July 19 in Kansas City.

• American Eagle × Snapchat: For back‑to‑school, Snapchat Map features 800 stores via promoted places and introduces an AR jeans-try-on lens. It goes live July10.

Activations

• Alix Earle SipMARGS kickoff: Creator-hosted Hamptons beach party launched her canned cocktail brand with lifestyle-centric content and live events July 11–13.

Creative Campaigns

• Olipop “Soda Stories” launch: Nostalgia-forward ad featuring celebrities Kristin Chenoweth & Joshua Jackson reacting to Olipop’s better-for-you soda; a 90s-style “Got Milk?” homage launched July 15.

• JanSport’s Gen Z TikTok push: Relaunch of its “Always With You” campaign — resulting in highest-ever single-day sales. It focuses heavily on TikTok content and Gen Z storytelling.

Headline Hitters

• TikTok U.S. app build signals platform independence
  TikTok is prepping a completely separate app with U.S.-based algorithms and data infrastructure; a geopolitical and platform-ecosystem inflection worth tracking.

• Rise of the IRL micro-influencers
  Community event leaders, from run clubs to social saunas, are gaining traction for fostering authentic IRL audiences brands now want to tap.

• Unilever launches AI design hub, Sketch Pro
  In partnership with IPG Studios, Unilever's Sketch Pro uses AI (Adobe Firefly, Google Veo 3) to generate social content 3x faster. This marks the CPG shift away from TV-first.

Linkable Learnings

• 95% of Snapchat users plan in-store shopping this back-to-school season —connecting AR activations to real-world trips.

• TikTok might be dethroned in U.S. indexing: Instagram is now surfacing in search, prompting multi-channel SEO strategies.

Upcoming Events

• Creator Economy Live East, New York | August 5-6, 2025

• Content Marketing World, San Diego CA | Sept 15–17

• Digital Summit, Minneapolis MN | August 6 – 7

If you found these insights helpful, share Social Pulse with a fellow creator or marketer. Stay ahead–because in this industry, timing is everything.