About heroes and their stories.
C 2025 MARCEL HAUPT
SOCIAL FIRST
CREATIVE PLAYBOOK
Social Media ist kein Add-on mehr. Es ist das Zentrum moderner Markenkommunikation.
- Marken entstehen heute im Dialog, nicht durch Werbung.
- Menschen folgen Menschen, nicht Logos.
- Sichtbarkeit entsteht durch Relevanz, nicht durch Reichweite.
- Kulturrelevante Marken sind anschlussfähig, nahbar und erzählbar.
Social First bedeutet: Content und Kommunikation werden von Anfang an für soziale Plattformen gedacht. Marken, die darin investieren, schaffen echte Beziehungen, dynamisches Wachstum und kontinuierliche Differenzierung.
SOCIAL FIRST 2025
Creative Playbook für authentische Community-Verbindungen
About heroes and their stories.
Der Paradigmenwechsel
Content → Community → Culture
"The content isn't about the content anymore. It's about the reaction. Post with the desired post-post in mind."
Marcel's Approach:
Content als "social raw material" kreieren – Formate, die bewusst Lücken für Community-Partizipation lassen.
Authentizität neu definiert
"Smartly Unpolished" over Perfect
"Try deliberately bad content. The more polished something looks, the less people trust it."
- Lo-fi, chaotic, 'ugly but honest'
- Screenshots > Stock-Fotos
- Messy memes > Perfect graphics
- Notes-app-Ästhetik > Overproduction
Marcel's Method:
Bei XPERION/Gaming: "Smartly unpolished" Content performte 3x besser als perfektionierte Kampagnen.
Community First Strategy
Subcultures over Broadcasts
"Brands need to stop thinking like broadcasters and start feeling like subcultures."
Success Metric:
Der erfolgreichste Post wird in Gruppenchats gescreenshottet, nicht nur geliked.
Marcel's Community Intelligence:
#5630: 300+ Community-Mitglieder through authentic narrative building
#5630: 300+ Community-Mitglieder through authentic narrative building
The Attention Revolution
Single-Frame Impact
3s
"Death of the three-second view. The first frame must be the whole story."
Creative Brief Evolution:
No build-ups, no soft entryBold typography, jarring crops
Disruption as creative tool
Real World First
"Fan Fuel" not Content
"The only thing that works now is starting off of social. It needs to be a real thing in real space with real people."
- Craft + Theater + Experience
- Moments so visceral they must be filmed
- Social media = final echo chamber
Marcel's Experience:
Olympics 2020/2024: Real-world sport moments → authentic social stories
Reverse Creator Collaborations
Trust over Control
"Let creators do the leading. Trust creators to lead with their own voice, storytelling style and format."
New Creator Economy:
Resonance > CurationAuthenticity > Brand Scripts
Community Building > Vanity Metrics
The Power of Niche
Micro-Cultures over Mass Appeal
"Go for the niches. It's more meaningful to say something to someone than nothing to everyone."
Algorithm Advantage:
Modern algorithms are perfect for showing niche content to the right micro-communities.
Modern algorithms are perfect for showing niche content to the right micro-communities.
Marcel's Niche Mastery:
Judo-Community, Gaming-Subcultures, Creative-Communities → spezifische Codes verstehen
MARCEL HAUPT'S SOCIAL FIRST FRAMEWORK
Proven durch #5630, XPERION, Olympics
01
LISTEN FIRST
Community-Signal Intelligence vor Content-Kreation
02
REMIXABLE ASSETS
Content als Meme-Material für Community
03
REAL-WORLD ROOTS
Events schaffen, die organisch zu Social werden
04
NICHE NARRATIVES
Spezifische Communities mit Insider-Codes
05
POST-POST STRATEGY
Content für Community-Reaktionen optimieren
06
AUTHENTICITY OVER POLISH
"Smartly unpolished" beats perfection
+49 (0) 162 70 83 570 | info@marcelhaupt.com | Impressum & Datenschutz | Social Creative Playbook
My mission: To define moments on a global scale for entities, brands, advertising agencies and cultural creatives.My mission: To define moments on a global scale for entities, brands, advertising agencies and cultural creatives.My mission: To define moments on a global scale for entities, brands, advertising agencies and cultural creatives.
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