What they’re doing:

Newme blends evergreen content formats—posts that remain relevant regardless of trends—with subtle product promotion. This helps them attract audiences outside their usual fashion-shopping circle, widening brand awareness and building long-term relatability.

They lean on proven, universally engaging themes like zodiac signs, relatable pop culture takes, and Voxpop curiosity hooks, adapting each to feature their products.

Examples:

1. Zodiac Signs Post – Post Link
   • Uses the evergreen “zodiac relatability” format while seamlessly showcasing products.
2. Zodiac Signs for Press-on Nails – Post Link
   • Same framework, but narrowed to a specific product category.
3. Propaganda We’re Not Falling For – Post Link
   • Pop-culture-inspired “hot takes” (e.g., “Skinny jeans are back”) that align with TG opinions while subtly tying back to the brand.
4. Voxpop Curiosity Format – Post Link
   • Street interviews with fun, brain-teaser style questions to hook viewers and drive curiosity.

Why it’s working:

• Broad Appeal – These formats resonate beyond active shoppers, pulling in casual scrollers who relate to the theme.
• Format Familiarity – Audiences are already conditioned to engage with these styles, increasing watch time.
• Subtle Product Placement – Instead of a hard sell, the product is integrated into content people already want to consume.
• Shareability – Relatable topics like zodiacs or street questions invite tagging friends, boosting organic reach.

Key Takeaways for Other Brands:

• Layer evergreen themes (zodiac, quizzes, pop-culture references) into your content to keep engagement stable between trend spikes.
• Use formats your audience already understands—so there’s no learning curve before they enjoy it.
• Keep the product present but secondary; lead with entertainment or relatability.
• Rotate evergreen formats in your content calendar to maintain steady engagement even when trends slow down.