How to Keep Your Audience Coming Back With a Social Show That Hooks...
Discover how recurring, engaging content can build loyalty, drive engagement, and turn your brand page to a page your audience repeatedly check for.
Happy New Week!
We’re currently working on several social shows for some exciting brands, and I wanted to take a moment to share why a social show might be the best move for your business, especially if you have a lean but ambitious team. Imagine transforming your Instagram into a TV channel—creating a series your audience can look forward to, episode after episode. Brands like Foot Asylum, LuvJus, and Gant are nailing this approach, and here’s how you can do the same.
What Are Social Shows?
Social shows are recurring series designed to engage your audience while generating a consistent flow of content for your channels. They don’t have to focus entirely on your products. In fact, the magic lies in subtlety, building a connection with your audience that extends beyond the product itself.
Think of it like your favorite TV show: it sets an expectation, forms a habit, and builds a loyal following.
Inspiration from Top Brands
Foot Asylum
They’ve captured Gen Z’s attention with shows like “Couch Confessions” (featuring creators Harry Pinero and Nella Rose) and “Locked In,” their version of Big Brother, where creators compete in challenges over 14 days. This format not only generates engaging episodes but also fuels content for Instagram and TikTok.
Their strategy? A mix of product placements and storytelling. For example, fans could shop outfits from the “Locked In” series directly through dedicated pages. It’s seamless, engaging, and memorable.
LuvJus
The craft soda brand’s dating show, “Looking for Luv,” went viral on TikTok, amassing millions of views. The premise? The host chats with participants while setting them up on spontaneous street dates, all while sharing a can of LuvJus. It’s a clever way to showcase their product. Whilst most alcoholic brands try to sell a feeling, LuvJus tapped into relatable, heartwarming stories that resonates deeply with their audience,
Gant
Their holiday series, “Checking in for the Holidays,” is another good example of a recurring social show that resonates with audiences. The series is built around a consistent theme - staying at a hotel. Each episode features a rotation of engaging characters, all styled head-to-toe in Gant apparel, subtly reinforcing the brand’s identity. The repetition of elements like setting and characters creates a sense of comfort and anticipation, creating a campaign that feels less like advertising and more like an ongoing story their audience can’t wait to tune into.
How to Create Your Own Social Show
All brands can and should create their own social show. Here are 5 steps on how to do:
Choose a format: Interviews, trivia, challenges, or more advanced styles like reality TV or game shows.
Define your niche: Consider how you can subtly feature your product or brand in the content
Set a theme: Pick a recurring concept to create continuity and anticipation.
Establish characters: These could be your team, creators, or even customers.
Name your series: Title it so it has that TV show effect.
The best social shows are:
Simple: Easy to produce and execute.
Repeatable: Designed to create multiple episodes effortlessly.
Scalable: Able to grow into something bigger, even with a dedicated fanbase or page.
Why Invest in a Social Show?
Social shows are a powerful way to build brand awareness, foster affinity, and engage your audience. With social media now being so crowded and everyone is fighting for your target audience’s decision, a strong social show can cut through the noise. By creating content that entertains and adds value, you attract new viewers while keeping existing followers engaged. Over time, this positions your brand as a familiar and trusted presence in their daily lives.
A social show isn’t just content; it’s a strategic move to position your brand as more than just a product or service. It’s a way to become a part of your audience’s culture, routines, and lives.
If you’re ready to explore how a social show could work for your brand, I’d love to chat. Drop me a note, and let’s start building something amazing!