What's Happening?
Brands such as State Farm, Argos, and InStyle are increasingly turning to social-first episodic videos to enhance engagement on platforms like TikTok and Instagram. This shift comes as changes in social media algorithms make traditional engagement metrics less predictable. By creating episodic series, brands aim to build a more consistent and engaged audience. For instance, Argos launched a mockumentary series called Arghaüs, which significantly increased engagement on its social media accounts. Similarly, InStyle's series 'The Intern' has reached millions of viewers, many of whom were not previously following the brand. State Farm has also ventured into long-form content with its reality TV-style show 'Gamerhood', which is now in its fourth season.
Why It's Important?
The move towards episodic content reflects a broader trend in digital marketing where brands seek to foster long-term relationships with their 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 without a large influencer budget. The success of these series indicates a shift in consumer preferences towards more substantial and engaging content, challenging brands to innovate in their marketing approaches.
What's Next?
As brands continue to explore episodic content, there is potential for these series to expand beyond social media platforms. For example, State Farm's 'Gamerhood' is preparing for a potential move to a major streaming platform. This evolution could lead to new opportunities for brands to reach wider audiences and integrate more complex storytelling into their marketing strategies. Additionally, the success of these series may encourage more brands to invest in long-term partnerships with creators, further blurring the lines between traditional media and social media content.
Beyond the Headlines
The rise of episodic content on social media platforms highlights a cultural shift towards more interactive and community-driven content consumption. This trend may influence how media is produced and consumed in the future, with potential implications for traditional media outlets. As brands and creators continue to experiment with this format, there could be new opportunities for collaboration and innovation in content creation.
