Screenshots can be your brand's secret weapon (but only if you know how to wield them)

The unofficial underdog of the internet isn’t video, text, or even memes. I believe it’s the screenshot.

Think about it. Screenshots are the ultimate content currency: proof, punchline, and platform-hopper all in one. Mwah. Chef's kiss.

A tweet that bombs on Twitter might go viral as a screenshot on Instagram. A Reddit post can always find a second life on TikTok. Half the time you’re not laughing at the original content but at a screenshot of it, ripped and re-shared until it becomes its own literal cultural artifact.

Why do they work so well?

Because screenshots almost feel like stolen moments. It feels so “hehehehe” – like I got ‘em before anyone else did (although, they probably did, too).

They’re unpolished, half the time they’re messy as hell (which we love lol), and therefore feel more authentic than a post that’s been staged or strategised.

They’re the ultimate receipts: undeniable proof that someone actually said what they said. They’re portable, nomadic, they break the silos of platforms and move fluidly across the boundaries of the internet.

And they’re instantly digestible. There's no video to play, no caption to scroll, just text and context to instantly consume in one frame, bite-sized and perfect.

That’s why entire accounts now exist just to curate screenshots. Overheard accounts, “Best of LinkedIn,” even meme pages that are really just screenshot collections from old Tumblr and twitter (RIP).

It’s also why the best jokes from a TikTok often aren’t even in the video itself, but in a screenshot of the comments.

The opportunity (and the risk) for brands

For creators and everyday users, screenshots are practically effortless. All you need is a good eye and working fingers.

For brands, they’re trickier. I don’t think many realise that if you manufacture a “fake DM exchange” or stage a customer review, it is so blatantly obvious, and you look stupid af.

But, if you lean into the lo-fi vibe authentically, screenshots can humanise your brand in ways no glossy/ curated campaign can.

So, here’s a practical checklist for brands:

If you’re thinking about using screenshots in your content plan, here’s how to do it without killing the vibe. Because you will. Trust me.

• Mine your own ecosystem: Funny customer reviews, Slack chaos, quirky internal convos, people forget that these can all make great content in the form of screenshots.

• Curate with credit: Share screenshots of comments on your own posts (the funniest ones often come from your audience). Always credit the creator if it’s not yours.

• Keep it lo-fi: Don’t over-design it. Crooked crops, messy highlights, and raw text are part of the charm.

• Avoid the fake-out: Staged DMs or forced “lol” convos reek of try-hard energy. If it didn’t happen, don’t screenshot it.

• Use screenshots to cross-pollinate: A TikTok comment can live on Instagram; a tweet can work on LinkedIn. Think of screenshots as the bridge between platforms.

Screenshots are the currency of internet culture because they kind of collapse worlds; public vs. private, polished vs. messy, one platform vs. another.

They’re where the best content goes when it wants to live forever. For brands, screenshots aren’t a trend to exploit, but a language to learn.

Tread carefully. Master with intention.

-Sophie Randell, Writer