I first came across Miranda via my new found social platform of choice, TikTok. I really rate her perspective and take on all things brand. So it was rad to catch up with her and pick her brain about marketing trends for next year.

We touch on the evolving landscape of brand marketing, the impact of platforms like TikTok and Instagram on content distribution, the role of brand hosts, how brands can create compelling content on a budget, the significance of targeting niche communities for brand relevance and whether brands are indeed becoming TV shows?

Introduction.

The impetus for this conversation was a TikTok post I saw by Miranda whereby she posed four marketing trends brands will follow in 2025. One of which was how brands are increasingly adopting TV show-style content strategies to engage audiences in 2025. But she also posed a bunch of others that we’ll explore in this blog.

What’s the TLDR? With attention becoming increasingly scarce on social media, brands are finding innovative ways to cut through the noise by creating episodic content that entertains whilst building brand awareness. So expect more TV-like content in 2025.

The Rise of Brand TV Shows.

The trend of brands creating TV show-style content is gaining momentum, driven by the growing demand for longer-form entertainment, particularly among Gen Z audiences. Miranda points to successful examples like Alexis Bataille, which has created comedy skits bringing old New York to life through entertaining characters. Similarly, the Ritz-Carlton's "Late Checkout" series, produced in collaboration with a Spanish fashion brand, demonstrates how heritage hospitality brands can refresh their image through compelling storytelling.

*Late Checkout + Ritz Carlton collab is a prime example of this TV show concept*

Platform Strategy: Where Should Brand Shows Live?

Whilst many brands are experimenting with different platforms, Instagram and YouTube are emerging as primary channels for TV-style content. Instagram works particularly well for polished, highly produced content like the Ritz-Carlton's series, which mirrors the production quality of shows like White Lotus. YouTube, however, is positioning itself as a serious contender for longer-form brand content, aligning with the trend towards extended viewing sessions.

*White Lotus Season 3 - which I predict will be huge,*

Making It Work on a Budget.

Not every brand has the resources of Ritz-Carlton, but Miranda emphasises that creating TV-style content is accessible to brands of all sizes. She suggests several formats that can work with modest budgets:

Game shows
Reality TV concepts
Documentary series
Interview series

Love Jus, a cocktail brand, exemplifies this approach with their street-style dating show, proving that creative concepts can succeed without massive production budgets. Similarly, Midday Squares, a chocolate company, has transformed their behind-the-scenes content into a dramatic series, showing how brands can elevate existing content through thoughtful storytelling

The Brand Host Strategy

Another emerging trend is the concept of a "brand host" – hiring a creator to be the consistent face of a brand's social media presence. This strategy helps build community and creates a personal connection with the audience. Set Active successfully implemented this approach by bringing on an influencer as their brand face for several months.

Interestingly, the focus isn't necessarily on finding creators with massive followings. Instead, brands are looking for individuals who excel at creating specific types of content that resonate with their target audience. This approach can be particularly effective with emerging creators who bring fresh perspectives and authentic voices to brand storytelling.

Beyond Run Clubs: The Future of IRL Brand Experiences.

Whilst running clubs have become a saturated space for brand activations, the underlying concept of serialised in-person experiences remains powerful. Miranda points to alternative activities, such as the growing popularity of chess clubs in LA, as examples of how brands can create unique community spaces that align with changing social preferences.

These alternative gatherings respond to a post-pandemic desire for meaningful in-person connections and offer an antidote to the digital fatigue many experience from social media and dating apps. The key is finding activities that naturally align with the brand's values and audience interests.

Cultivating Niche Communities.

Major brands are moving away from broad-based community building to focus on specific, niche communities where their audience already exists. Miranda cites Miu Miu's strategic engagement with BookTok as a prime example. By identifying the overlap between their "intellectual fashion girl" archetype and the BookTok community, they've created targeted activations around books and literature that resonate deeply with their audience.

Looking Ahead.

As we move through 2025, the distinction between brands and media companies continues to blur. Success in this new landscape requires understanding not just where your audience spends their time, but how they prefer to be entertained and connected. Whether through episodic content, dedicated brand hosts, or niche community activations, brands that think like entertainment companies whilst staying true to their core values are positioning themselves for success.

The key is authenticity and consistency – whether you're producing a high-end series like Ritz-Carlton or creating street-style content like Love Jus. As Miranda emphasises, it's not about the size of the budget but the strength of the storytelling and the genuine connection with your audience.

What's clear is that traditional social media strategies are no longer enough. Brands need to think bigger, more creatively, and more cinematically about how they show up in their customers' lives. The future belongs to brands that can tell compelling stories across multiple episodes whilst building genuine communities both online and offline.

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Ep 132: Are brands becoming TV shows?