2. Post original content where possible

[shaownhasan]

Plus, posting original content has its upsides. It empowers you to create your own cultural moment and be a visionary rather than just a trend follower. Because the trend cycle moves at lightning speed, it’s best to be active in the nascent moments of a trend’s lifespan. Doing so can also protect your brand from aligning itself with a trend or moment that doesn’t match your brand values.

An Instagram Reel from Sprout Social. The caption botim data reads "The things we’ll do for content." The text on the Reel reads "POV: You're a social media manager with access to a set." The Reel features our social team taking advantage of every opportunity to create content on the set of our latest video.

Keep in mind creating original content might put you at greater risk of having your intellectual property used without consent. Have a plan in place with your legal team to protect your creative assets.

Kelley advises, “If a marketer [creates original content], it may be well worth obtaining a copyright registration as soon as possible, particularly if the brand is concerned about copycats.” She explains that obtaining a copyright registration is the only way to file a lawsuit for copyright infringement if another brand uses your content for commercial intent. Though this is a worst-case scenario, it’s best to be prepared.

Make sure your brand is using a business account for the best chances of staying compliant with copyright rules and regulations. While brands can technically make creator accounts—those designed for personal social media use that offer more creative freedom—that doesn’t mean brands can legally use the same creative assets because of their commercial intent.

For example, TikTok Business Accounts have a limited sound library compared to creator accounts (which offer full access to all audio clips available in the app). While using a creator account might seem tempting, it’s ultimately not worth the risk of copyright infringement.