Social Is the New TV – Here's Why
Social media is evolving to look more like Netflix, with creators and brands embracing long-form and episodic content. From Reesa Teesa’s hyper-viral 50-part TikTok series to YouTube’s smash hit "Hot Ones", it’s clear that audiences crave content with depth and storytelling, just like TV. Nielsen has even crowned YouTube the #1 streamer in America for 12 months straight.
With Gen Z and young Millennials spending more time on YouTube than TikTok, and TikTok allowing videos up to 20 minutes, the shift toward longer content is undeniable. According to Kim Farrell, Global Head of Creators at TikTok, users are spending 50% of their time consuming long-form content.
Brands are starting to catch on, offering immersive and episodic content that keeps users engaged, strengthens brand storytelling, and establishes a consistent tone of voice. Here are some brands that are excelling in this space:
Alexis Bittar: The Bittarverse
Brooklyn-based jewelry brand Alexis Bittar took a bold and creative route on TikTok with their series, “The Bittarverse,” featuring quirky, telenovela-style skits and eccentric characters like Margeaux Goldrich and Theresa the Coney Island Goddess. This fun, over-the-top approach generated strong engagement, with viewers asking for more despite the content not directly focusing on the brand’s products. The genius behind this strategy lies in creating entertaining content that draws people in, making them more likely to engage with the brand’s always-on, product-centric content.
Loewe’s Decades of Confusion
In its short film "Decades of Confusion," luxury brand Loewe taps into its playful side by addressing the ongoing mispronunciation of its name. The film stars Dan Levy and Aubrey Plaza, who playfully explore this ongoing challenge while showcasing the brand’s rich history. In the film, the brand showcases its witty, modern personality while embracing its heritage through decades-spanning sets and archival pieces. The film balances humor and sophistication, making Loewe’s tone of voice feel both approachable and refined. It’s a clever way to convey the brand's 150-year legacy while keeping it relevant and fresh in today's fashion landscape.
Westin Hotel’s Sheet Smarts
In cleverly branded content episodes produced by Fallen Media, "Street Hearts", hosted by Tiffany Baira, paired strangers in a bed set in the middle of Central Park. Westin Hotels creatively rebranded a handful of episodes from the series as "Sheet Hearts" to showcase the comfort of their iconic Heavenly Bed. Through this partnership, Westin highlighted the bed’s 25-year legacy of luxury sleep, aligning perfectly with the rising trend of "sleep tourism." The engaging format proves branded content can be just as entertaining as traditional TV and movies.
Qulture Joins MA + Group
Qulture has officially joined MA+Group, a consortium of specialist companies dedicated to providing innovative creative solutions to fashion, beauty, and luxury clients worldwide.
In an era of rapid technological advancement and cultural shifts, brands face relentless pressure to adapt and innovate to remain competitive. This collaboration offers agile, strategic, and creative marketing solutions, positioning brands to resonate more deeply with contemporary consumers.
Quynh Mai, CEO and Founder of Qulture, states, "We are thrilled to join forces with MA+Group after many years of collaboration. This partnership allows us to expand our global reach and capabilities while maintaining our commitment to delivering innovative, effective, and culturally relevant solutions for our clients."
Read press release HERE
