Calming the Social Storm
Why Restful Content Cuts Through...
Issue #06 | Wednesday, October 15, 2025
Hello friends and welcome back to Community Service!
As always, our goal with today’s debrief is to keep you dangerously informed.
Whether you’re a creator, founder, brand builder or a marketing nerd like us, we’ve got you covered.
This week, we’re diving into everyone’s favourite social media buzzword - authenticity.
And to do that we’ll be chatting about;
Olivia Colman serving some chips
Jake Paul skirts the legal limits (again)
Our new favourite graph
Let’s get into it…
The Calm Amongst the Social Storm
What happened
Burberry just dropped something quietly beautiful. No shouty hooks, no optimised engagement bait, just Olivia Colman serving up some fish and chips in the first of a mini film series that feels more like art than advertising. No logos, no hard sell, just vibes. And it’s working.
Arsenal’s been doing the same thing. Their recent mental health video, their behind-the-scenes content, all shot with this cinematic, postcard-like quality that just feels different.
Grace: I actually can’t get over how well this format is performing right now. Sophie Habboo and Jamie Laing have been doing these postcard-style posts and her engagement is mental. And it’s not complicated content, it’s just beautifully shot, really considered, almost nostalgic feeling.