The Rise of Brand Worlds
We’re moving into a new chapter of brand building on social, one that is about creating content that is deeply aligned with a brand’s DNA. A key part of this shift? Jumping on trends isn’t landing the way it used to. A few years ago, hoping for a viral sound or meme might’ve earned a brand quick relevance. Today, unless a brand is quick, nimble, and clever, and trend content is embedded into their strategy from the start it often reads as inauthentic. Engagement on trend-led posts has dropped by nearly 5%, and 83% of Gen Z say they can tell when a brand is trying too hard to go viral.
More and more, social platforms and audiences are rewarding originality and brand storytelling over reactivity. The brands winning in this shift are creating something ownable. They’re creating distinct, visual brand worlds, which means cohesive ecosystems with recurring characters, a consistent tone, and a strong point of view. These brand worlds are about being differentiated within their category, they often reimagine what’s possible in a category through tone, format, and narrative.
Social content shouldn’t feel like a random stream of posts; it should feel like a compelling series that audiences want to tune into. Something they return to, share, and immerse themselves in. The most innovative brands are focusing on more than just reach and impressions. They're building storytelling frameworks that drive fandom and designing for participation in a brand’s community.
Here are three brands doing this well:
Alexis Bittar’s Bittarverse Is a Maximalist Fashion Soap Opera
Alexis Bittar has created a fully immersive world through the Bittarverse, a satirical, character-driven universe that blurs the line between luxury fashion and entertainment. It’s loud, over-the-top, and unmistakably theirs. With recurring characters, a bold tone, and even SEO-optimized landing pages tied to its narrative, the Bittarverse goes beyond driving awareness as it turns storytelling into sales.
GANT Is Reimagining Preppy Nostalgia into Layered Lifestyle Worlds
GANT is moving beyond selling clothes in their social content as they’re building worlds rooted in heritage, style, and storytelling. Whether it’s old-money New York, a French summer fantasy, or a fictional bartender hosting cultural conversations, each creative thread ties back to a clear, ownable identity. Together, they paint a complete picture of what it means to live inside the GANT universe.
Burberry’s British Romance World Blends Heritage with Modern Myth
With London in Love, Burberry has built a romantic, rain-soaked world that feels both classic and cinematic. Drawing from British rom-coms and starring a who’s-who of culture, the brand turns its iconic trench into more than just outerwear, it becomes a symbol of storytelling, humor, and identity. The result is a branded world that’s as emotionally resonant as it is visually ownable.
What This Means for Brands Now
If the last chapter of social was about chasing quick hits and fleeting attention, this next one is about building lasting connection. The brands that stand out now do so through consistency, storytelling, and creativity that feels distinctly theirs. In Part 2, we’ll break down how to start building a brand world that audiences want to return to, plus simple steps to shift from reactive posting to a more intentional, ownable approach.