Trending Audios Are Fading — Real Stories and Original Content Are Winning

For a long time, trending audios were the shortcut to reach.
Jump on the sound, post the video, hope the algorithm smiles.

But that era is fading fast.

Today, platforms are rewarding something much harder to fake: real people, real stories, and original content.

Why Trending Audios Don’t Work Like They Used To

Trending audios aren’t gone — but they’re no longer the growth hack they once were.

Here’s why:

• Everyone is using the same sounds

• Content feels repetitive and interchangeable

• Audiences scroll past anything that feels copied

• Algorithms now prioritise watch time and retention over trends

If your content relies only on a sound to perform, it’s already behind.

What’s Actually Winning Now

1. Getting to Know the People Behind the Brand

Audiences don’t connect with logos. They connect with humans.

Content that introduces:

• Founders

• Team members

• Personal opinions

• Day-to-day realities

is outperforming polished, trend-led videos.

People follow people — not perfect feeds.

2. Storytimes Over Sales Pitches

Story-led content keeps people watching longer, and platforms notice that.

What works:

• “Here’s what really happened…”

• Lessons learned from mistakes

• Client stories and behind-the-scenes moments

• Honest business experiences

Storytimes build trust first. Conversions follow naturally.

3. Original Content Beats Algorithm Chasing

Original content doesn’t mean complicated production. It means:

• Your perspective

• Your voice

• Your experience

Platforms are actively rewarding creators and brands that add something new instead of copying what already exists.

If your content could belong to anyone, it won’t win.

The Shift Brands Need to Make

The question is no longer:
“Is this trending?”

It’s:

• Is this interesting?

• Is this honest?

• Does this sound like us?

• Would someone watch this all the way through?

Brands that focus on connection over trends are building stronger audiences, better engagement, and more sustainable growth.

The Cheeky Kookaburra Take

Trending audios might get you a moment.
Original stories get you loyalty.

If you want content that actually connects — not just copies what everyone else is doing — it’s time to shift the strategy.

Need help creating original, story-led content that sounds like your brand and works across platforms?
Get in touch with Cheeky Kookaburra. We help Australian brands (especially in Adelaide) turn real stories into content people actually care about.