What they’re doing:
Newme’s Instagram speaks directly to
Gen Z’s humor, slang, and lifestyle references, blending cultural cues with product promotion in a way that feels native to their feed. They’re not afraid to tap into bold, self-aware, and slightly cheeky narratives—always keeping the tone playful, relatable, and in sync with what Gen Z is sharing in DMs or group chats.
Examples:
- His Sister, Her Outfit Carousel – Post Link
- Creates relevance by showcasing different girl aesthetics, then offering outfits to match—perfect for Rakhi gifting.
- Which Outfit Would She Choose? – Post Link
- Highly shareable reel format designed for couples; instantly relatable to Gen Z’s “share w your partner” culture.
- I Don’t Believe in FWBs – Post Link
- Hooks with the provocative “Friends With Benefits” phrase but flips it to promote their Referral Program in a witty, unexpected way.
Why it’s working:
- Relatability First, Product Second – They grab attention with familiar scenarios before sliding into the brand plug.
- Cultural Fluency – Language, humor, and situations mirror what Gen Z already jokes about online.
- Share Magnet – Formats encourage tagging friends, siblings, or partners—organically boosting reach.
- Surprise Factor – Clickbait-style hooks like “FWB” keep people watching to see the twist.
Key Takeaways for Other Brands:
- Anchor your brand in their conversations—don’t wait for them to join yours.
- Use lifestyle and relationship moments as Trojan horses for brand messaging.
- Keep content “tag-worthy” to leverage peer-to-peer sharing.
- Add playful twists to serious or trending topics to increase replay value.