Used to Be Fun: Reviving Authenticity in Influencer Marketing
‘Used to Be Fun’ describes when content or campaigns that once felt fresh and entertaining become stale and overused. It highlights the need for brands and creators to innovate and keep audience engagement high.
What “Used to Be Fun” Means
“Used to Be Fun” is a phrase marketers and creators use to call out social media content or campaigns that once felt exciting but now fall flat. It signals that an idea has been overdone, lost its spark, or no longer surprises audiences.
Why It Matters
In a crowded DTC and influencer marketing landscape, staying fresh is everything. When you lean on tactics that “used to be fun,” you risk:
- Losing follower engagement
- Diluting your brand voice
- Wasting ad spend on low-performing content
Recognizing when something has lost its novelty helps you pivot before your metrics tank.
Examples in Influencer Marketing
1. The #Unboxing Craze: There was a time when every unboxing video got massive views. Now, viewers scroll past dozens a day, looking for a new twist.
2. The Viral Dance Challenge: Early adopters jumped on the trend and saw explosive growth. By round eight, even big influencers saw muted reactions.
3. “Follow Me Around” Vlogs: Initially seen as candid and authentic. Today, audiences expect a fresh angle or storytelling hook, or they’ll swipe away.
Common Misconceptions and Variations
- Misconception: “If it worked before, it will work again.” Reality: Algorithms and audience tastes change.
- Misconception: “Just tweak it slightly.” Reality: Sometimes you need a full pivot, not just a new caption or filter.
- Variations: Content “flips” (taking a tired format and turning it on its head) or mash-ups (combining two trends to reignite interest).
Practical Tips to Apply “Used to Be Fun”
1. Audit Your Archives
- Review your top-performing posts from 6–12 months ago. Are you just recycling them?
2. Spot Saturation Points
- Track how many times a meme or challenge appears in your feed. If you see it everywhere, it’s time to innovate.
3. Brainstorm With Fresh Eyes
- Collaborate outside your usual circle. A new perspective can breathe life into old ideas.
4. Test Small, Learn Fast
- Run A/B tests with one new twist vs. your staple format. Monitor engagement dips or spikes.
5. Document Your Process
- Keep notes on what fizzled and why. Over time, you’ll build a playbook of what truly resonates.
By tuning into the ‘Used to Be Fun’ warning signals, you’ll stay ahead of the curve, keep your audience engaged, and ensure your brand voice stays fresh.
