Social Is the New TV – Here's Why Part 2
In Part 1, we explored how social media is increasingly looking like TV, with creators and brands leaning into long-form and episodic content. From Reesa Teesa’s 50-part TikTok series to YouTube’s Hot Ones, the shift towards deeper, narrative-driven content is becoming undeniable. The data supports this: Gen Z and Millennials are spending more time on platforms like YouTube, with TikTok’s users devoting half their time to long-form videos.
Now, in Part 2, we’ll show you how your brand can start creating long-form content using resources you already have. You don’t need to start from scratch—whether it’s serializing existing content, building character-driven stories, or giving a fresh twist to product-focused formats, there are endless ways to create engaging narratives that align with young consumer’s content consumption habits. Here’s how you can get started:
Serialize Your Popular Content
Take inspiration from Shinola’s The Movement series, where the Detroit-based brand expands on the stories they've always championed—craftsmanship and the spirit of Detroit. For years, Shinola has celebrated the intricate art of watchmaking and the resilience and beauty of Detroit through their social feed. Now, The Movement invites a variety of figures—musicians, athletes, and more—to step into the world of watchmaking, giving audiences a deeper look at the product and the people behind it. You can do the same by serializing content that resonates with your audience, offering a consistent look and feel with a message that deepens engagement.
Create a Character-Driven Story
Humanize your brand by building character-driven stories, much like how OPI’s founder, Suzi Weiss-Fischmann, has her own social channel (@1stladyofcolors), where she regularly shares the stories behind OPI’s iconic shades. Her channel not only showcases the personal side of the brand but also reinforces the thought and care that go into each product. By focusing on a recognizable figure or character, you can bring your brand’s story to life in an authentic and relatable way.
Use Your Best-Selling Product as a Creative Launchpad
Benefit Cosmetics took their popular brow products and built a fresh, episodic series called Brow Tales. The humorous series, featuring creator Rickey Thompson as a “brow guardian angel,” gives each product its own quirky storyline while subtly showcasing their performance. This is a great example of using an existing product as the focal point of a creative series, adding personality to the brand and offering a new, engaging way to interact with the product. Start with what your audience loves most and give it a narrative twist.
MSN: Qulture in the Press
MSN’s “5 Ways Pop Culture Influences How You Build Wealth” analyzes how technology and changes in pop culture have revolutionized the way people now build wealth. Financial education, once spread through radio and TV, now thrives online.
Quynh Mai, CEO of Qulture, notes, “Unlike previous generations, digital-savvy consumers have unparalleled access to financial information and wealth-building strategies, thanks to social media and platforms like YouTube, Reddit, and Substack.”
A key trend is the rise of financial influencers who focus on saving and wealth-building. Mai explains, “These influencers have built substantial followings by teaching audiences the keys to building wealth, effectively shaving years off of their financial journeys.” However, she also cautions that some influencers promote consumerism, creating conflicting financial advice for people to navigate.
Read full article HERE