Progressive Brands and Creators Now Treat Social Media like TV
Creators and brands can build loyal audiences through storytelling, episodic content, character developments and engaging formats to ultimately drive sales
Social media has really become the new TV, and honestly, you might agree if you look closely. Whenever I speak to people my age or younger, it’s obvious they spend more time on TikTok, Instagram, or YouTube than they do on traditional TV. They’re scrolling through these platforms just like [millennials] would flip through TV channels with a remote, pausing only when something interesting or familiar catches their eye.
It’s no surprise that platforms like YouTube have caught onto this shift. They recently launched a feature that allows creators to group their videos into seasons and episodes, offering viewers a more organized, familiar experience—similar to what you'd expect from a TV show. People on these [social] platforms want more than just random content; they want to follow narratives, watch characters evolve, and dive deep into episodic content.
Take TikTok sensation Reesa Teesa, for example. Her "Who TF Did I Marry" series went viral and now she’s landed a TV deal to adapt it. Korty’s "Love & Lies" is already in its second season with its own niche following. Korty, in a recent convo, affirms this series has her most engaging audience.
Then there’s Nons Miraj’s "Pop the Balloon" (now in its 87th episode) — If you don’t understand its cult following, just peep the numbers on YouTube, TikTok, or Instagram. She’s working on another series called "Swipe It", now in its 8th episode. I have a number of [Nigerian] friends abroad who follow these series RELIGIOUSLY. Can you spot the opportunity? 🤔
PS: She’s just announced a US leg of these shows
Another profound example is Isbae U’s Curiosity Made Me Ask series
Aside: It’s not just about visual content either—series like Zikoko’s "Naira Life" and "Love Life" have built loyal followings. I’m one of those "Naira Life" stans myself. I look forward to the stories every Monday, and I can’t help but hope they eventually adapt it for TikTok or YouTube for more reach.
Pro-Tip: Great opportunity for a brand to partner/integrate as well as there’s already a platform and audience.
Brands are catching onto this trend too—not just by running ads but by creating full-blown series they can use for marketing later. The most forward-thinking brands are doubling down on compelling storytelling, some intrigue, and real-time character development on social media. Have you seen Loewe’s spelling bee series? Spindrift’s true crime podumockery?
Alexis Bittar’s "The Bittarverse" is another interesting example. They created telenovela-style skits with larger-than-life characters, and it seems to be working. This blend of entertainment and subtle brand promotion is exactly what [social media] and [youth] marketing has evolved into.
Another brilliant branded series is "Street Hearts" by Fallen Media. They pair up strangers in New York to see if there’s a romantic spark. One episode was even shot in a bed in the middle of Central Park. It’s a genius mix of studio content, creator vibes, and branded partnership—all in one.
Brands like First We Feast have created shows like "Hot Ones" (a personal fave) that have garnered a huge following, and it’s only a matter of time before it gets adapted to TV.
PS: Amelia has turned her "Chicken Shop Date" series (another personal fave) into a household name. Sorry, I had to bring this up 😅
American Express recently launched its Story of My Song series where musicians are invited to break down their song note by note - over a giant board.
This video was also posted on Billie Eilish’s YouTube page.
This shift to social media as the new TV is and will keep being a game-changer for brands. Young people hardly spend time with traditional TV; they’re glued to their phones, scrolling, streaming, and engaging with content for hours. That’s where the attention is now, so why not meet them there?
The beauty is that your content doesn’t need to scream "advertisement!" It could be a reality show, a makeover series, or even a nail salon talk show like Ameya Okamoto’s. Whether it evokes joy, inspiration, confidence, suspense or drama—whatever hooks people in and keeps them invested will eventually lead them to your brand message.
These days, it’s no longer just about selling your products. It’s about storytelling, creating formats, and introducing plots that keep people coming back and rediscovering your brand, ethos, or offering in different and creative ways. Once they’re hooked, your brand naturally stays top of mind. Think of it as the ultimate slow-burn marketing strategy—drip-feeding your message through content people genuinely enjoy.
Have you noticed how legacy media brands like The Washington Post have adapted to TikTok by introducing new characters and plots to deliver news in ways that resonate with younger audiences? With nearly 2 million followers and over 100 million likes, it’s clear that their approach is working.
This is probably where I’d tell local brands to call me 📞, but there’s more below.
Social media isn’t just TV 2.0—it’s a whole new way to tell stories, build connections, and of course, drive sales.
One of the most exciting projects we've been busy with in the past months involved shifting the focus of a client’s campaign—a financial institution—from the traditional 'giveaways' to something more creative and reflective of the reality of an average Nigerian youth. We tapped into five key tenets of youth culture—Music, Fashion, Content Creation, Tech, and Entrepreneurship—to foster deeper brand affinity among young people.
The best brands and creators are those that continuously evolve, staying culturally aware and avoiding tone-deaf strategies. If you're aiming to resonate with today’s young Nigerian audience, you need to think critically about how you engage them and how you want your brand to be perceived in the long run. You don't want said campaign to be seen as some ephemeral cash grab — which is, like, my issue with many local brands. The campaigns are hardly inspiring and stale.
If you currently live in Nigeria or are familiar with the realities of the past year, you'd likely agree that the significance of some “car giveaway” to the average Nigerian is probably questionable. What is the lasting impact of offering some [one-million-naira prize] to the average Nigerian youth today?
This is where you ask yourself: Are there more meaningful ways to engage and empower them, ensuring my brand stays relevant long after the campaign ends? Is my messaging woven into the fabric of pop and youth culture (or the culture of my target audience)?
If you can’t confidently answer these, this is the point where you call, text or email me. Let’s talk, and see if there’s possible fit!