What's Working on Social Media Right Now, and Your 2027 Content Plan

Content Strategy
Written by Jacob Hillsdon

From Issue 01 of The Blue Scope Monthly, our once-a-month newsletter for brands in Vancouver and Toronto.

Once a month we share what is working on social media for brands, backed by real data and what we see on our own shoots. This issue covers four things: the content gaining traction right now, why consistency matters more than any single viral post, how your visuals shape what people think of your business, and a 2027 content plan you can start building today.

01 · What's gaining traction

The social media content bringing in leads and ROI

Short-form video leads on return. In HubSpot's 2026 State of Marketing report, short-form video came out on top for ROI (49% of marketers), followed by long-form video and live video. Every one of the top three formats was video.

Vertical video is where the attention is. YouTube CEO Neal Mohan announced at Cannes Lions in June 2025 that Shorts now averages 200 billion daily views.

LinkedIn is turning into a video platform. LinkedIn reported video uploads up 34% and video viewership up 36% year over year. For B2B brands, it is one of the strongest organic lead channels open right now.

Carousels are back. Instagram head Adam Mosseri has said carousels tend to reach more people than single photos, because more slides mean more interactions and more chances to be seen.

Real people beat polished ads. Edelman's 2025 Brand Trust report found 80% of people trust "customers like me" for accurate information about a brand, and 84% trust friends and family, while influencers came in at 58%. Nielsen puts trust in recommendations from people we know at 89%. Sprout Social's 2026 research adds that consumers want brands to make human-made content their top priority.

The takeaway: lead with short vertical video, use carousels for reach, and put real people (your customers, your team and you) at the centre of your content.

02 · Consistency

Consistency is what turns content into results

One great video won't carry a whole year. Trust is built by showing up the same way, again and again. McKinsey's research on customer experience found consistency is one of the biggest drivers of trust: in one study, the banks with the most consistent customer experience were trusted 30% more than the least consistent, and improving the full customer journey could lift revenue by up to 15%.

On social, consistency looks like:

  • A set posting rhythm your audience can count on

  • One look and feel across your website, socials and ads

  • A content bank built ahead of time, so you're never scrambling for something to post

That is why we plan shoots in advance. One well-planned shoot day can fill a month or more of posts. Our Content Partner package is built around exactly that: a planned shoot every month or quarter.

03 · Visual assets

Your visuals are your first impression

Google's user experience research found people form a judgment about how a website looks in as little as 17 to 50 milliseconds. Before anyone reads a word, your photos and video have already told them whether you're premium, current and worth contacting.

Strong visual assets:

  • Make a growing brand look established

  • Show your product, space or service the way it feels in person

  • Give your website, ads and sales emails one recognizable look

Edelman's 2025 report lists trust among the top factors people weigh when deciding what to buy. Your visuals are often where that trust starts.

04 · Your 2027 content plan

The video and photo productions to plan for in 2027

  • Hero brand video (60 to 120 seconds). Your flagship story for your homepage, ads and pitches. Refresh it once a year.

  • Short-form vertical edits. 15 to 45 second Reels, TikToks, Shorts and LinkedIn clips. Aim for two or three a week.

  • UGC-style videos. Customer testimonials, team voices and creator-style reviews, filmed by a real crew so they feel natural but stay on brand.

  • Photo carousels. Turn 20 to 30 edited stills per shoot into before and afters, step by steps and behind-the-scenes carousels.

  • Behind-the-scenes and founder content. People trust people. Show who's behind the brand and how the work gets done.

  • Case study and testimonial videos. Proof for your sales team, website and LinkedIn.

  • Ad cut-downs. 6, 15 and 30 second versions of your best footage, ready for paid campaigns.

A simple way to lay out the year

  • Q1 Shoot your hero video and build a library of short-form edits and stills

  • Q2 Customer stories and UGC-style testimonials

  • Q3 A seasonal campaign plus behind-the-scenes content

  • Q4 Launches, a year in review and planning for 2028

Want us to map this out for your brand?

Book a free 30-minute call and leave with a month-by-month 2027 content plan. We film across Vancouver and Toronto.

Get your free 2027 content plan

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About the author

Jacob Hillsdon is the founder and director of Blue Scope Media, a video production company in Vancouver and Toronto. He has directed and filmed brand content for Garmin, Smith Optics, Smartwool and UFC GYM, and holds a Transport Canada Advanced RPAS certificate for drone filming. Meet the team.

Sources

Jacob Hillsdon