What's Happening?
Brands such as State Farm, Argos, and InStyle are increasingly investing in social-first episodic video content to enhance engagement on platforms like TikTok and Instagram. This shift comes as changes in social media algorithms make engagement less predictable. By creating episodic series, brands aim to build a more consistent audience engagement. For instance, Argos launched a mockumentary series called Arghaüs, which significantly increased their engagement rates. Similarly, InStyle's series 'The Intern' has reached millions of viewers, many of whom were not previously following the brand. State Farm has also expanded its content strategy with the reality TV-style show 'Gamerhood', which is now in its fourth season.
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Why It's Important?
The move towards episodic content reflects a broader trend in digital marketing where brands seek to establish long-term relationships with audiences. This strategy allows brands to create a narrative that can engage viewers over time, potentially leading to increased brand loyalty and sales. For smaller businesses, like Little Joy Coffee, episodic content has proven to be a cost-effective way to boost sales and engagement. The success of these campaigns highlights the growing importance of storytelling in marketing and the need for brands to adapt to changing digital landscapes.
