fluff
Definitions
Soft, light fibers or down, such as those from cotton or wool.
Something of little substance or importance, often used to describe trivial content.
To make something appear fuller or softer by shaking or patting it.
Examples
The dryer filter was covered in a thick layer of grey fluff.
The article was mostly fluff and lacked any real substance or research.
She used a soft brush to fluff the pillows on the sofa.