The new era of branded content: Beyond viral trends

Social media is more congested than ever, making it increasingly difficult for marketers to stand out, especially when they invest in creator-generated content. While many businesses continue to rely on traditional creator partnerships, there is an increasing chance to build new content forms that go beyond capturing short-term attention. These formats can assist to foster long-term communities, increase revenues, and even expand into goods, live events, and television or film.

The shift towards innovative content creation strategies comes at a crucial time for brands seeking to differentiate themselves in an oversaturated digital landscape. As consumers become increasingly discerning and less responsive to traditional advertising methods, companies are recognizing the need to evolve their approach to engagement. This evolution is not just about producing more content, but about crafting experiences that resonate on a deeper level with their target audience, fostering a sense of connection and loyalty that transcends the typical brand-consumer relationship.

Major brands, including LVMH, Nike, and Starbucks, have already embraced this change, establishing content studios to create branded entertainment. LVMH recently teamed up with Superconnector Studios to develop 22 Montaigne, an entertainment subsidiary committed to creating content for its premium brands such as Louis Vuitton, Dior, and Tiffany. Nike created Waffle Iron Entertainment, and Starbucks, in collaboration with Sugar23, announced that Starbucks Studios would create original tales that engage with audiences "beyond just the coffee shop".

These initiatives represent a significant departure from traditional marketing strategies, signaling a new era where brands are not just advertisers but content creators in their own right. By developing their own entertainment arms, these companies are positioning themselves to tell more complex, nuanced stories that align with their brand values and resonate with their audience on a deeper level. This approach allows them to maintain greater control over their narrative and create content that feels authentic and engaging, rather than overtly promotional.

Even without LVMH-level resources, TikTok and YouTube allow marketers to test concepts, build audiences, and create evergreen intellectual property.

Trends vs. Formats: Why Content Longevity is Important

While trends can create short-term interest, brands frequently overestimate their long-term value. According to The Creator Rosetta Stone research done by The Harris Poll, 84% of creators believe that providing long-form content is becoming increasingly vital. What's the takeaway? Instead of chasing transient trends, organizations should focus on creating ownable formats that are consistent with their message and resonate with their target demographic. Formats are what sustain engagement, produce significant impact, and foster community growth over time.

The emphasis on formats over trends represents a strategic shift in content creation philosophy. While trends can provide a quick boost in visibility, they often lack the staying power necessary to build a lasting connection with an audience. Formats, on the other hand, offer a framework for consistent, recognizable content that can evolve with the brand and its audience over time. This approach allows for the development of a distinct brand voice and style, creating a sense of familiarity and anticipation among viewers that can translate into long-term loyalty and engagement.

Stand out and impress with your brand and story.

Whether or whether you have the budget of LVMH, Nike, or Starbucks, the possibility for brands to create creative content formats is greater than ever. Testing ideas on TikTok, Reels, or YouTube enables marketers to engage audiences, cultivate communities, generate sales, and create scalable intellectual property without making large investments.

The transition to ownable IP in social media allows marketers to develop long-term connections with their fans. Whether through high-production formats like Alexis Bittar, viral blockbusters like Boy Room, or culturally interesting series like Who the F**K Did I Marry, the future of branded content is based on consistency, interactivity, and community building.

This democratization of content creation tools and platforms has leveled the playing field, allowing smaller brands and startups to compete with industry giants in the realm of creative storytelling. By leveraging these accessible platforms, companies of all sizes can experiment with different content formats, gather real-time feedback from their audience, and iterate quickly. This agile approach to content creation not only helps in refining the brand's voice but also in building a dedicated community of followers who feel invested in the brand's journey and storytelling process.

The future of branded content is not about chasing viral moments, but about developing formats that provide must-see entertainment and a sense of community. In this new context, the question isn't whether businesses should build their own formats, but when they may start.

As we move forward, the lines between entertainment, advertising, and community engagement will continue to blur. Brands that successfully navigate this new landscape will be those that prioritize authenticity, creativity, and genuine connection with their audience. The most successful content formats will not just entertain but will also reflect the values and aspirations of their target demographic, creating a shared experience that strengthens the bond between brand and consumer. In this evolving digital ecosystem, the brands that thrive will be those that view their audience not just as consumers, but as collaborators in an ongoing narrative.