There’s something weird happening across social media right now.
TikTok [https://www.tiktok.com] isn’t as obsessed with trending audio.
Instagram [https://www.instagram.com] Reels are slowing down.
And even LinkedIn [https://www.linkedin.com] just dropped a major redesign that makes the feed feel less like a resume wall and more like a content hub.
So what’s going on?
Social media is getting a makeover - and it’s being driven by one thing: authenticity.
The platforms are responding to what users want. And what users want isn’t polished perfection or viral trends.
They want real.
They want relatable.
They want human.
And if you’re a D2C brand? You need to start thinking like a creator again.
The Age of "Trends" Is Ending
It used to be simple:
- Slap a trending sound on your product clip
- Add a viral caption
- Post it on every platform
- Boom: views, likes, and sometimes even sales.
But as Vocal Media points out, this playbook is starting to collapse.
The algorithm isn’t chasing trendiness anymore - it’s chasing meaning.
TikTok’s For You feed is now prioritizing value over virality.
Instagram is pushing more longform, story-driven content.
And LinkedIn? They’re investing in video-first feeds and creator tools.
It’s not about being the loudest voice anymore. It’s about being the one that resonates.
What This Means for Shopify Brands
If you’re running a D2C brand on Shopify, here’s the shift you can’t ignore:
You need to start showing up like a person, not a product.
Here’s what that looks like in practice:
- UGC over high-gloss production
- Behind-the-scenes over lifestyle photoshoots
- Thoughtful, informative content over endless product pushes
This isn’t just about aesthetics. It’s about conversion.
Relatable content builds trust - and trust drives sales.
3 Things Brands Should Do Right Now
1. Ditch the “Trend Hack” Mentality
The brands that are still chasing trending audio or trying to game the algorithm are losing steam.
Instead, start asking:
- What would I share with a friend?
- What story does this product really tell?
- How does this help someone make a decision?
Not sure where to start? Check out our breakdown on how video carousels improve conversion by surfacing authentic, personalized content: https://www.jointellos.com/blog/ai-video-carousel-guide
2. Double Down on Creator-Led Video
One big winner in this new era? The creator.
Not the influencer with a million followers - the one with 1,200 followers and actual trust.
These are the people who can:
- Demo your product
- Share their story
- Build a mini-movement around your brand
And you can turn their videos into fully shoppable content with zero effort using tools like Tellos https://apps.shopify.com/tellos-shoppable-videos.
Our AI automatically detects products, syncs with your store, and personalizes the experience on every PDP, homepage, and category page.
3. Let Your Site Reflect the Feed
If shoppers are getting used to authentic, video-led discovery on social - your site needs to meet them there.
Static product pages and lifeless carousels don’t cut it anymore.
Your store should feel like an extension of the content they already engage with.
And the good news? You don’t need to rebuild your site.
Just let your content do the heavy lifting - Tellos AI places it in the right spots automatically, based on what’s most likely to convert.
Final Thought: The Feed Is Evolving. So Should You.
It’s not about chasing likes anymore.
It’s about connection.
Story.
Trust.
Content that doesn’t just look good - it feels good.
As the platforms shift toward deeper engagement and away from vanity metrics, Shopify brands that lean into this new wave will win.
So show up. Share real stories.
And let your store be as human as your content.
Want to see how you can turn your authentic content into conversions - without lifting a finger?
Try Tellos free on the Shopify App Store https://apps.shopify.com/tellos-shoppable-videos