What’s up!

Welcome to the first edition of This Week’s Top Content Format!

Each week, we’ll dive into a killer content style that’s making waves on social media—and break down why it works so you can use (err... borrow) the strategy for your own brand.

This week, we’re spotlighting @pepeslifestoryy, an Instagram account that’s turning a simple plushie into a meme-worthy icon. It’s a masterclass in using humor, relatability, and creativity to build a loyal audience and market a product.

FYI this is not sponsored ❌ we are just diving into the trenches to learn what works.

Lets first point out that this showed up on personal feed.

Clearly the captions, branding, messaging, and format they are using is assisting the algorithm in getting the content to their ideal client avatar = Me (a meme and pepe fan boy).

They are tapping into an existing audience while making it relatable enough to share with anyone.

So lets check the✅ target audience ✅box

How did they position their product in front of their target audience you ask?

We need to keep breaking this down 👇

Relatable Humor Meets Emotion
Each post taps into universal feelings like loneliness, longing, or awkwardness—things we’ve all experienced. By humanizing the plushie in everyday scenarios (like sitting on a swing or lying in bed), they create a character that feels real and relatable.

Meme Culture = Shareability
The captions are short, meme-worthy, and often hilarious (“Life when I can’t touch your butt” or “I miss her”). This makes the content highly shareable, driving organic growth through reposts and tags.

Also lets think about who people normally buy a plushie for…a friend or a loved one. Pay attention to the funny but calculated text in all the videos…clearly something you would share with a friend or partner (you see the science 😎)

Creative Product Placement
Instead of traditional salesy ads, the plushie is seamlessly integrated into real-world settings. The product becomes part of a story rather than just an item for sale.

Because behind all these funny pepe videos, they have incorporated marketing that will make you want to buy this for a friend or loved one ( phycological triggers in the captions of the video… yes even that is marketing).

they are leading you to their product 👇

Short-Form Video Power
Most of their videos are under 10 seconds but pack an emotional punch—whether it’s humor or heartbreak. Quick, simple, targeted content like this thrives on Instagram’s algorithm and keeps viewers hooked.

Also important to point out…

you could theoretically film bulk (multiple videos) amounts of this content in a day and add the captions later, to leverage the full potential of editing these directly in the instgram app (using trending songs).

Community Engagement
The comments are buzzing with Pepe fans tagging friends and asking where they can get their own Pepe plushie. This kind of engagement builds a loyal community around the brand.

🎯Followers: 22K (and growing steadily).

🎯Engagement: Posts average hundreds to thousands of likes, with some videos reaching over 6M views!

🎯Top Performing Post: A pinned video captioned “Let’s hangout again” garnered 679K likes and over 17M video plays—proof of how viral this format can go.

🎯Video Length Sweet Spot: Most videos are between 6–8 seconds long, delivering quick hits of humor or emotion that keep audiences coming back for more.

🎯Audience Interaction: Comments like “Where do I get one?” show how the content drives interest in the product itself—a marketer’s dream!

Show Your Product in Action: Think beyond static images—create short videos that tell a story or evoke emotion with your product at the center. Dont forget that your product can also serve as a visual hook when used correctly.

Ask your self who is this content or product for? Use this to create you messaging and content strategy. Start with a target your ideal audience and make sure your brand lives and breaths what the want (always check how your competition does it…I guarantee one of them is doing it right…and you can do it better).

Lean Into Meme Culture: Use humor, nostalgia, or trending topics to make your content more shareable.

Dont Worry About Keeping It Short and Simple: Attention spans are short—your videos can be too! If its under 10 seconds its all about that caption.

Engage Your Audience: Use captions that encourage comments and shares (like asking a question or a clear CTA that allows the users to comment a word and get a link directly to your product in the DMs).

👆 Always engage with your audience, this key to growth…plus you can turn those engagements into leads that you can follow up with later. If you want an automation for IG that responds to comments + DMs so you can generate leads and sales on autopilot 👇 Sign up for a FREE Tasty Robots Account 👇