4 Steps to create your brand's social show

You’ve probably seen them on your feed: recurring characters, simple storylines, and consistent formats that make you hit follow without even thinking about it.

You probably just don’t know what you’re looking at.

So, I’ll let you in on a little secret.

What you’re looking at isn’t simply 'content.'

It’s entertainment, carefully crafted like a TV show—but for social media.

And guess what? You’re the audience.

This trend started with influencers. They built loyal followings by delivering binge-worthy, episodic content. Now, savvy brands are taking a page from their playbook.

Why? Because the old-school approach of simply talking about your product suuuuucks.

In a world where we’re sold to on every corner of the internet AND irl, no one, and I mean literally NO ONE wants to follow a brand for constant sales pitches.

Years ago, people followed brands to associate themselves with a certain image.

You’re boujee, so you follow Gucci. You’re edgy, so you follow Balenciaga. You’re 'not like other girls,' so you follow Rick Owens.

In no way, shape, or form were you following them for their clinically dry and boring static content. It was merely for status.

Today, people do follow brands for the content itself. And when that content is in a TV show format, it’s downright irresistible.

Why do social shows work?

Brands often wrestle with the tension between two conflicting goals:

1. Creating content people actually want to watch

2. Promoting their products or services

Unfortunately, you can’t do both in the same piece of content. I mean, you can try, but you can bet your bottom dollar it ain't gonna perform.

Great organic content should focus on brand awareness—this means it needs to be fun, engaging, and made to entertain.

Save the selling for paid ads, where it’s expected, and effective.

Platforms like TikTok and Instagram are today’s version of prime-time TV. Your audience wants to be entertained, not sold to.

Consider brands like Nike. Their social content doesn’t scream, 'buy our shoes!' Instead, it’s a masterclass in storytelling. Every post makes you feel something—pride, determination, or excitement. They sell you the dream, not the product.

Then there’s Mid-Day Squares. Their behind-the-scenes, reality-show-style content invites viewers into the sibling founders’ dynamic—the arguments, the wins, the struggles. It’s entertaining because it feels real. They’re not paying for your attention; you’re giving it willingly.

So, how the heck do you create one?

Step 1: Simplify your idea

The key to a great social show is simplicity. Niche down until you’ve got a crystal-clear concept. Then, identify one variable that changes each time—this keeps the content fresh but predictable enough for viewers to know what they’re getting.

Take Lala Land Café, for example. Their content revolves around 'Drive By Kindness,' which is like catcalling but with playful, uplifting compliments to the public.

The variable? The catcall changes every time. This simple tweak keeps the format fresh while tapping into a universal human condition: the desire to be seen and appreciated.

It’s a subversion of the negative associations with catcalling. And it works because it surprises and delights.

Step 2: Find the core human truth

Great social shows speak to a deeper human truth or feeling. Lala Land’s 'Drive By Kindness' says, 'We see you. We value you.'

Or take our content at The Attention Seeker which often features the 'boss vs. employee' dynamic of Jony and Stan.

The humour and relatability tap into universal desires for a healthy work-life balance and job security. By addressing these emotions, they’re not just entertaining—they’re building trust.

Step 3: Make it repeatable

Your show’s format should be easy to replicate. Look at 'Subway Takes,' where the host asks riders a single question on the subway. Or 'Body by Mark,' where a fitness expert interviews strangers about their workout routines. Both are simple, low-cost, and endlessly repeatable.

Step 4: Tie it back to your brand

While the content shouldn’t feel like a sales pitch, it should still align with your brand’s identity. For example, a job-seeking app’s street interviews about salaries create conversations around careers.

The brand’s role in these discussions becomes implicit—they’re the authority in their space without having to say it outright.

Social shows have created a shift in how brands communicate.

The best social shows don’t just entertain.

They build emotional connections, spark conversations, and turn casual viewers into loyal fans.

In today’s world, attention is your greatest currency.

If you want to stay relevant, it’s time to start your show.

-Sophie, Writer