Scroll Stoppers is our series about the posts that make us stop and look. They come in every style, from polished campaigns to a phone video filmed in a shop. But the best ones nearly always share the same ingredients.

1. They’re made for one person

The strongest posts feel like they were made for someone specific: a new parent, a café owner, a first-time runner. When a post speaks to everyone, it rarely moves anyone.

2. They get to the point in a second

The interesting part comes first. No long intro, no logo animation. You know straight away why you should keep watching.

3. They look like they belong on the platform

Great brand posts feel natural in the feed. They use the formats, pace and style people already enjoy, instead of looking like an advert dropped in.

4. They have one clear idea

One message, said well. Posts that try to say five things usually end up saying nothing memorable.

5. They’re unmistakably theirs

You could cover the logo and still guess the brand. That comes from a consistent voice, look and set of signature formats.

6. They give people something to do

Save it for later, share it with a friend, answer a question, tap the link. The best posts make the next step feel easy and natural.

How to use this

Before you post, run through these six. If your post ticks four or more, it’s ready.