Hidden in Plain Sight.
The “About Us” page on your website is probably the richest source of brand storytelling that you have.
The challenge is continually translating that depth to your social feed.
Typically written in the passionate early days, when the mission was still fresh.
The ‘About Us’ page is often taken for granted and incredibly underestimated for its content potential.
If utilised correctly, it can become a North Star for your creative content direction.
It’s usually full of philosophy, values, origin stories, and the kind of language that makes you fall in love with a brand.
Given the desire for authenticity and the rise of ad fatigue. The thoughts, feelings and sentiments of when you first started are now valuable than ever.
Then we look at the typical brand’s social feed.
Normally, filled with generic product shots, safe campaign imagery, and the occasional sale announcement.
Somewhere along the way, the soul of the brand gets lost, and left on the about us page.
The character of the brand is missing. Over taken by the desire to conform and be to accepted.
The Autopilot Mindset:
White backgrounds for product shots. They’re fine for e-commerce but boring for social.
Campaign shots that feel uninspired, generic and lifeless.
Lifestyle content that isn’t actually depictions of lived experience with the product. Instead, they’re off-cuts and repeats from the main campaign shots.
The Opportunity
Your “About Us” page is a treasure trove.
Every sentence, topic or expressed sentiment can be translated into the framing of your creative brief, a content series, or post that builds emotional resonance.
If your page talks about craftsmanship, create a video series showing the inspiration sources behind the hands that make your products.
If the main theme is about a family legacy, lean into multi-generational content.
Showcase timelessness and the ways your products act as companions.
If it’s about sustainability & circularity is the central focus, then highlight the importance and impact of your commitment.
Demonstrate what not compromising and taking a stand really looks like.
Why it matters
Content that comes from your brand’s core values is resistant to imitation. Competitors can copy a product shot; they can’t copy your origin story, your philosophy, or the people who make your brand what it is.
By bringing your “About Us” section to life in your campaigns and social feeds, you do two things:
First, you deepen the connection with existing customers.
Second, you give new followers a reason to care beyond the product.
