Visual Playbook #4 The Gamification of Social Content
How to turn social content into something playful and interactive
Hi everyone,
Welcome back to another edition of the Visual Playbook. Today, I’m diving into the gamification of social content and how brands are using playful approaches to connect with younger audiences. From lo-fi, trend-driven TikToks to slightly more editorial Reels on Instagram, brands have been exploring ways to stay relevant and capture attention on fast-paced platforms.
(Read this post outside email, because it might be cut off and it includes a lot of gifs that won’t move in email).
How Social Media Has Changed the Game for Brands
Social content has become a powerful tool for building awareness , especially for younger audiences who expect brands to meet them where they are. Over the past few years, luxury and fashion brands have stepped away from overly polished campaigns on social platforms, embracing relatability instead.
TikTok is known for its lo-fi, unpolished feel, where iPhone-shot videos, trends, and humour take centre stage. Instagram, however, leans more into its editorial roots with Reels, which often feel slightly more thought out. Both platforms offer unique opportunities to connect with audiences, and brands have started tailoring their content accordingly.
A brand that really stands out in this space is SSENSE. They have done an incredible job of repurposing assets and creating playful, engaging posts that feel both clever and on-brand.
SSENSE: A Clever Approach to Social Content
SSENSE has mastered the art of making the most out of what they already have. While social media budgets are often smaller than traditional campaign budgets, they have found ways to reuse assets, like lookbooks and e-commerce imagery, to create fun and impactful posts.
One of their standout strategies is how they add personality to simple ideas. Take their Capricorn bingo post, for example. It is just a bingo board paired with funny and relevant captions and product recommendations, but it is so clever and well-executed that it becomes relatable and shareable.
SSENSE also blends humour with high fashion in a way that feels effortless. Their content is sharp and funny, but it never compromises their brand’s style. They take a more editorial approach to Instagram, balancing sophistication with playfulness.
What makes SSENSE so successful is their understanding of what resonates. Their posts are designed to be easy to share, with bold visuals and humour that draw people in. The strength is in how niche the humour is.
What is Gamification, and Why Does It Work?
Gamification is about creating content that feels clever, surprising, interactive or fun. This can mean using transitions, smart edits, or even layering humour into your visuals. It is about giving audiences something they want to share, whether that is because it is relatable, funny, or visually striking.
Younger audiences, in particular, love content that feels playful. These are the kinds of posts they will stop scrolling to watch or share with their friends. The element of surprise is key here. It makes people look twice, and that is what gets engagement.
Content no longer is meant to drive conversion, it is supposed to entertain and draw people to your brand.
This series is exclusively for paid subscribers. Below the paywall I am giving all the tools and 5 different art direction techniques to add to your Visual Playbook for social content. I will give a lot of references and ideas that you can use as a starting point for your projects. See this as your guide to creating social content.
In previous editions, I’ve explored themes like creating lo-fi but elevated visuals, turning everyday cues into high-concept art direction, the intersection between digital and print and mastering dynamic group shots. These playbooks offer actionable techniques, curated visuals, and references to kickstart your next big idea, whether it’s for a brand campaign, an editorial, or a personal project.
Next week I am also kicking off ‘Craft Your Art Director’s DNA’ a 30-day self-guided challenge designed to help art directors uncover their unique creative style, build a personal playbook of references and values, and refine their vision for future projects. It is both for paid- and free subscribers, but paid subscribers get access to the full program (30 tasks and more detail) that I spent months creating while free subscribers get a smaller weekly task to get them into the right direction. As a paid subscriber I am also your personal mentor to guided art direction briefings and give feedback on the projects I provide you with and help you navigate it step by step.