I came across an Instagram ad recently that completely stopped me mid-scroll. I watched it a few times over and realized something interesting: while I could see myself being interested in the product, I was even more drawn in by the entertainment of the ad itself. It was interesting, authentic and full of personality while still showcasing the product perfectly.
It was completely different from the ads I normally scroll past.
Open Studio Jazz is an online subscription-based jazz school where users can sign up and watch tutorials tailored to their musical goals. But beyond the product itself, what really stood out to me was the strength of their social media presence. Their content has built such a loyal audience that followers regularly comment asking when the team will be touring or performing concerts in their city.
On their organic social channels, they post top-notch video content featuring instructors with big personalities who give viewers a taste of the product through mini Instagram tutorials. Often, the content feels valuable enough that it could sit behind a paywall, but they share it freely anyways. In return, they’ve built massive organic reach, credibility and a highly engaged fanbase.
I started thinking about what exactly makes this company stand out from so many others online. Here are seven things Open Studio Jazz is doing right on Instagram:
1. They market the experience of becoming a jazz musician, not just the product.
Open Studio isn’t simply selling video lessons. They’re selling the feeling of becoming a jazz musician. Their content invites viewers into the culture, creativity and fun of learning music rather than focusing only on subscriptions or features.
2. Their ads provide value before asking for anything.
Their ads earn attention first by teaching, entertaining or inspiring the audience immediately. By the time there’s a call to action, the viewer already feels like they’ve gained something.
3. Their free content builds trust and authority.
A lot of brands are hesitant to “give away too much” online. Open Studio does the opposite. They consistently share genuinely useful insights and techniques for free, which positions them as experts and builds trust with potential customers long before a purchase decision.
4. Their personalities are the brand.
The audience connects with the people behind the content as much as the company itself. The instructors are charismatic, funny and passionate — and that human element makes the brand memorable.
5. They understand that attention is earned through entertainment.
Open Studio clearly understands that strong pacing, humour, storytelling and personality matter just as much as the information being shared.
6. Their production quality signals credibility.
The visuals, editing and audio quality are all excellent. That level of polish subtly communicates professionalism and expertise.
7. They’ve built a media company that happens to sell a product.
This might be the biggest takeaway of all. Open Studio doesn’t treat social media like a place to post announcements. They treat it like a media brand — consistently producing content people genuinely want to watch whether they’re customers or not.
There are principles here that any social media manager can apply, regardless of industry. The brands winning on social media today are often the ones creating content that audiences would willingly consume even if there were no sales pitch attached.
Understanding what brings genuine value to your audience — and then executing that consistently with personality and excellence — is what separates forgettable content from the kind people actually stop scrolling for.
Want to see the exact paid ad that stopped me in my tracks? I found it for you on Meta’s Ad Library here.
