You've probably seen this trend on your feed without even realising it.
Recurring characters, simple storylines, consistent formats that make you hit follow without even thinking about it. Any of these ring a bell?
I’m sure they do; you probably just don't know how to put a finger on what you're looking at. Because what you're looking at isn't simply "content." It's a social show - entertainment carefully crafted like a TV show, but for your feed. And right now, it might be the single most powerful tool in your content arsenal.
We already know the internet is more fractured than that time I flew off the trampoline onto both hands.
Audiences aren't one big monolith anymore.
They're scattered across hundreds of niche communities, each with their own culture, in-jokes, and content preferences.
Mass virality? Hardly know her.
Which means you can't just blast the same content at everyone and hope for the best. You need to build genuine connection within specific communities. And guess what’s perfect for that? You got it, baby—social shows.
Nobody wants to follow a brand for constant sales pitches.
They never did, honestly. I can’t tell you one brand that’s ever done that and actually made it work. And now with audiences more sceptical than ever, entertaining them isn't a nice-to-have. It's the whole damn cake.
Great organic content should focus on brand awareness - which means it needs to be fun, engaging, and made to entertain. Save the selling for paid ads, where it's expected, where it actually converts.
Brands are constantly wrestling with the tension between two goals: creating content people actually want to watch, and promoting their products.
The truth is, you can't do both in the same piece of content (trust me on this one). Social shows solve this problem beautifully.
Think about Nike - their social content doesn't scream "buy our shoes." It's a freaking bachelor’s degree in storytelling. Every post makes you feel something: pride, determination, excitement, encouragement. They sell you the dream, not the product. They sell you the person you become with the product.
Or Mid-Day Squares, whose behind-the-scenes, reality-show-style content invites viewers into the sibling founders' dynamic - the arguments, the wins, the mess. It's entertaining because it feels real.
So, here's how you build your own social show:
Step 1: Simplify your idea.
The key to a great social show is simplicity. Niche down until you've got a crystal-clear concept, then identify one variable that changes each episode. This keeps it fresh but predictable enough that people know what they're getting - and keep coming back for more.
Step 2: Find the core human truth.
The best social shows tap into something universal - a feeling, a desire, a struggle that everyone relates to. The format might be niche, but the emotion behind it should be universal. Always.
Step 3: Make it repeatable.
Your format should be simple enough to recreate consistently. My boss calls it ERC – literally: Easily Repeatable Content. Think street interviews, recurring challenges, behind-the-scenes series. Low cost, high rewatch-ability, endlessly repeatable. The algorithm loves consistency. So do audiences, and so does your brain when you’re trying to pump out videos constantly.
Step 4: Tie it back to your brand.
This is the subtle bit. The content shouldn't feel like a sales pitch, but it should still feel like you. Your brand becomes the implicit authority in the conversation, without ever having to announce it. Learn to walk that line and walk it hard.
Here’s the thing:
In a world where attention is the scarcest resource on the planet and audiences are more fragmented than ever, social shows are one of the smartest ways to build real, lasting connection with your community.
This is how you build trust, spark conversations, and turn casual scrollers into fans who can’t wait for your next piece of content to drop. So, if you haven't started yours yet? What are you waiting for?
-Sophie Randell, Writer
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.