Social Content and Episodic Storytelling

In a world of dwindling attention spans and highly competitive social feeds, episodic storytelling is a powerful tool that creators and brands are using to grow audiences organically and build highly engaged fandoms. This idea shifts away from treating each piece of content individually, and towards building a coherent story that’s woven together with a central plot and characters in the form of team members, founders or creators, which audiences are tuning in for as if watching the next episode of their favourite HBO show.

This has become particularly popular for brands and creators that are at the start of their journey. Creators like Isabel Klee have built highly engaged audiences with day-by-day style. Her content in particular chronicles each of her foster dogs as central characters, including her now viral foster dog, Tiki, who stole the hearts of TikTokers around the world (watch from Episode one here). We’ve also seen start-ups like Bold Bean launch their brands by documenting their growth journeys through Instagram and TikTok, using team members and creators to tell the story and driving the plot twists with milestones and challenges - in the case of Bold Bean, organic storytelling has ultimately been the key to its success by driving audiences to the shops to purchase, all without a penny of paid media.