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Content every brand should make: Recap content
Alex Garcia
July 16, 2025
Continuing our series of content every brand should make - today we’re talking about recap content. And I’m not talking about recap content like an event recap hype video. I’m talking about recapping your week from the POV of the founder, creative team, CMO, etc. And keep reading to see why.
And a big thank you to Insense for partnering with us and letting us create media for a livin’.
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This isn’t an end all be all stat, but 90% of Gen Z wants more content from brands.
Is that fully true? Probably not. Is it mostly true? Most definitely.
The majority of brands aren’t creating enough content or communicating with their audience and customers daily. Especially when we think about how much time we spend consuming content.
Does posting once or twice every week really make sense? Not really. But also it doesn’t make sense to post content for content sake.
So, what about a content piece that doesn’t need a budget and can be filmed throughout the week? Easy enough.
That content is recap content.
And for many reasons it’s great…
There’s content to gain followers then there’s content for your followers. This is content for your followers who want more from you. Recap content brings followers into the fold in a way where they feel like they’re hanging with the brand.
It answers a lot of questions that float in a consumers head about products, campaigns, inspo, and characters. It showcases the lifestyle and vibe associated with the brand
One of my favorite brands doing this right now is The Newt.
They currently have a series they release every week called The Newt Minute, where they recap everything they did that week, from cleaning, gardening, landscaping, setting up events - showcasing the ambience. Everything from that week gets highlighted in a simple, iPhone, ASMR-like video.
Examples:
And it doesn’t need to be overly complicated. They have specific aspects of their day that they want to show and they film them. That’s it. Nothing more.
For you the playbook is similar.
Look at your calendar - assess and determine what your audience would want to see, experience, or learn more about and share those moments in your recap.
And you can do that either in an IG reel or a carousel.
If you create a recap piece of content then send it my way. Would love to check it out.
Alex