Why your content strategy should feel like a TV show

Your brand should be built like a media company. Because if no one cares about your product drop, they’ll care about the plot.

Imma be bold and say: most brands don’t have a content strategy, they have a post schedule. A rotating carousel of promo posts, lifestyle shots, and awareness weeks, all filed under the vague promise of “engagement". But here’s the thing: engagement isn’t strategy. Content isn’t culture. And visibility without meaning is just noise. If your brand wants to be more than just a product in someone’s feed, maybe we should stop thinking like marketers, and start thinking like a media company.

What do I even mean by that?

Well, what I don’t mean, is making more content for content’s sake. It means treating your brand like a living, breathing narrative ecosystem. A media company doesn’t just create content, it also:

• Builds characters (that’s your tone, spokespeople, ambassadors)

• Develops story arcs (launches, themes, drops, comebacks)

• Plans distribution (platform-native formats, not cross-posting chaos)

• Speaks to an audience that tunes in on purpose

Because the goal here isn’t reach, It’s return visits. You want people to come back not just to shop, but to see what happens next.

Why does this matter now?

1. People consume brands the way they consume media

They scroll, binge, skip, mute, remix. They don’t want ads, they want stories. If your brand only shows up when you want to sell something, you're a pop-up, not a presence.

2. Algorithms reward consistency and coherence

TikTok, Reels, YouTube, these are attention engines, not ad platforms. They want people to watch, not just click. Those who do it right are the ones who have a tone, a POV, and a recognisable rhythm.

3. Loyalty comes from narrative, not novelty

Anyone can launch a product. Not everyone can tell a story that sticks. If you want repeat customers, repeat chapters matter more than one-hit campaigns.

Alright then, what does a “media company” brand look like in practice?

Here’s how you build it:

1. Establish your editorial north star

What’s your brand actually here to talk about beyond products and promos? Think about:

• Themes (e.g. freedom, self-expression, rest, ritual, rebellion)

• Ongoing obsessions (e.g. fashion subcultures, food rituals, productivity hacks)

• Cultural POV (what you stand for, what you find ridiculous, what you never shut up about)

Your content pillars aren’t just categories. They’re conversations you’re committed to hosting.

2. Build out characters

Every great media brand has people, real or stylised, who carry the story. That could be:

• A founder who shows up like a narrator

• A rotating cast of creators, fans, or ambassadors

• A fictional persona (see: Duolingo owl, Slim Jim’s chaos intern)

• Even your tone of voice, if it’s strong enough to feel like a character in itself

People don’t bond with logos. They bond with other people.

3. Think in episodes, or seasons, not posts

Start treating your content like a serialized show. Instead of “Monday motivation” and “Thursday throwbacks", ask:

• What story are we telling this month?

• How does this week’s content move the plot forward?

• What’s the arc of this product launch or campaign?

Binge-worthy brands create anticipation. They leave breadcrumbs. They turn every drop or announcement into an event, not just another square.

4. Create for platforms, not placements

Media companies know how to tailor format to context. A joke that kills on TikTok might flop on Instagram. A deep-dive essay might work on LinkedIn, but not as a Reel.

Don’t just duplicate content across channels. Customise the storytelling - and the pacing - to suit the medium. Treat each platform like its own show.

5. Measure for affinity, not just attention

Metrics like reach and impressions are nice, but the real value lives in:

• Watch time

• Repeat viewers

• Saves and shares

• UGC and community memes

• People using your brand language without being prompted

That’s media company energy. That’s how you know it’s working. Most brands are still playing content whack-a-mole. The savvier ones are building worlds. Instead of interrupting culture, they add to it. Instead of merely selling stuff, they host conversations. and instead of begging for attention, they earn it, again and again. So maybe it’s time we stop planning our next campaign like a brand. Start producing your next season like a showrunner.

SO, in short:

• Content is not longer king, narrative has dethroned it.

• Be consistent, not chaotic (yes, I’m heavy on the chaos shade right now)

• Build a brand people want to follow, not just buy from.

• Treat every launch like a new episode or season.

• Don’t just ask for attention, create something bigger, something worth tuning in for.

Want help plotting your big season arc? Not to worry - I can help you plan some big twists… and maybe shatter some fourth walls. 😉 

-Sophie Randell, Writer