A quick scroll through social media video feeds would likely surface a slew of new programming types — a branded sitcom or game show, creator storytelling and ad-supported microdramas.
Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs.
The quiet shift is forcing brand marketers to rethink the role social plays in their marketing strategies, how creative gets made and success metrics. In some ways, brands are having to act like media companies, adapting by producing platform-native entertainment while still staying accountable to sales.
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