From Short-Form Content To Long-Term Assets
Most brands and media executives still approach TikTok, YouTube, Meta, and Snap as platforms for advertising or one-off creator partnerships. But audiences don’t consume content like they used to. With short-form video now accounting for 80% of all mobile data consumption, people expect entertainment, not advertising.
Social platforms offer more than distribution—they allow brands to own the connection with their audiences by creating formats people want to watch. The lesson for brands? Stop thinking like advertisers and start thinking like producers—invest in stories and formats that build long-term value.
Proof That Branded Content Works
The shift from advertiser to producer marks a new era for brands. Retail giant Target and luxury jeweller Alexis Bittar show how original series can turn marketing campaigns into enduring franchises that deliver ongoing valu
Teammates of Target the viral YouTube series from Target and creative studio, Portal A featuring … [+] TARGET and Portal A
Target’s ‘Teammates of Target’ – Building on the viral YouTube series Husbands of Target, Target and creative studio Portal A extended the franchise into a branded series featuring NFL players Matthew Stafford, Garrett Wilson and WNBA stars Kelsey Plum and A’ja Wilson. Distributed across TikTok and Instagram, it earned 45 million views, showing that brands don’t have to start from scratch—expanding existing concepts can be a scalable strategy.
Alexis Bittar’s “The Bittarverse” – Luxury jewellery brand Alexis Bittar launched a TikTok soap opera-style series set on New York’s Upper East Side. Using humour and guest stars like Susan Sarandon and Coco Rocha, the series showcases its jewellery collections and drove a 41% increase in eCommerce sales year over year
Alexis Bittar, global jewelry brand, produces the award winning original social content series … [+] Alexis Bittar
Beyond Great Ideas—Building Systems That Scale
Creating successful branded content takes more than creativity—it requires systems for producing, testing, and scaling ideas effectively.
Modern media companies like NowThis and ATTN: have mastered this approach, redefining how brands can connect with audiences.
NowThis CEO, Sharon Mussali applies her financially savvy approach to unit economics to scale … [+] NowThis
NowThis: A Data Driven Approach To Creative Storytelling
Founded in 2012, NowThis became a mobile-first news publisher and media powerhouse. It combines production expertise with a massive audience — 89 million followers, 7 billion annual views, and a monthly reach of 168 million.
This scale gives NowThis a unique advantage: the ability to test and refine content at an unparalleled pace. “We don’t just publish content — we test and develop through a consistent system of criteria and benchmarks,” says Sharon Mussalli, CEO of NowThis, whose MIT background and data-driven approach to efficiency and growth make her a standout in the media industry.
Under Editor-in-Chief Michael Vito Valentino, NowThis is reimagining TV for Gen Z as short-form, social-first storytelling. “We want to conceptualize, film, and test in weeks, not months,” Valentino says, emphasizing the speed needed to stay ahead in today’s media landscape.
How Real-Time Feedback Transformed a Social Series Into A Success Story
One of NowThis’ most successful series, Are You Okay?, started as a street-interview format and quickly grew into a character-driven show. Early episodes drew 250,000–300,000 views, but after refining the approach, the series scaled to 4–6 million views per episode.
“Focusing on character development and audience feedback turned it into a format people wanted more of,” Mussalli explains. “It wasn’t just about short-form video—it was about building something sustainable.”
The NowThis Viral hit, “Are You Okay” taps into real-time audience data to adjust storylines and … [+] NowThis
The turning point came when viewers started asking about the guests featured in each episode, showing deeper investment in the people and their stories. “That’s when we realized it wasn’t just quick-hit interviews,” Mussalli says. “We were building a character-driven format that had real staying power.”
Mussalli’s process doesn’t leave anything to chance. Each new concept is tested during a pilot phase, where the team evaluates success using data like engagement rates, completion rates, and shares, alongside qualitative feedback from viewer comments. “It’s not just about how many people watch, but how deeply they engage,” she explains.
ATTN: From Views to Value: The ROI of Social Storytelling
The inaugural Women in AI Summit, hosted by ATTN: and The Female Quotient featured leaders: Dr. Joy … [+] ATTN
ATTN: is an award-winning publisher and creative studio recognized for partnering with world leaders and leading global brands to create content that informs, inspires, and engages. Founded in 2014 by Matthew Segal and Jarrett Moreno and acquired by Candle Media in 2022, ATTN: believes branded content should go beyond clicks — it should spark conversations, influence behaviour, and create lasting connections.
ATTN: Co-founders Matthew Segal and Jarrett Moreno with award-winning actress Zooey Deschanel … [+]ATTN:
Turning Engagement Into Business Impact
“Scroll-first platforms reward brands that move quickly, create content people want to watch, and treat audience feedback as part of the process,” explains Taryn Crouthers, President of ATTN: “The result isn’t just content—it’s a growth engine for both brand awareness and action.”
Cash App’s “Truth, Dare, or Dollar” – Turning a Gen Z Insight Into a Social Hit
Challenges like “Send a breakup text to someone you’re NOT dating” and “Scroll through your Cash App contacts and randomly request $100” gained traction through popular creators, driving over 23,300 hours of active gameplay. The campaign earned WEBBY and Shorty awards while boosting app engagement and cementing Cash App as an everyday tool for social connection.
Payment platform, CashApp partnered with ATTN: to produce “Truth, Dare of Dollar” ATTN:
The Business Case for Social Storytelling
ATTN: operates where creativity meets commerce, proving that original social series can deliver business impact for brands. According to Crouthers, marketers gain three key advantages from this approach:
1. Shoppable Experiences: Social series enable brands to integrate purchasing options directly into content to tie storytelling to action.
2. Lead Generation: Use interactive features like polls and comments to qualify audience interests and measure engagement.
3. Customer Loyalty: Build consistent, episodic content that creates ongoing connections and keeps audiences returning.
“When you create content with impact, you’re not just getting clicks—you’re building something that lasts,” says co-founder Matthew Segal.
The Future of Branded Content: Stop Renting Attention
Social platforms give brands the chance to move beyond renting attention through traditional advertising to owning real connections through original programming. For marketers, the opportunity is clear: think like producers and invest in formats that deliver value long after a campaign ends.
By Jamie Gutfreund
Jamie Gutfreund covers the business of the creator economy. As a CMO and senior executive for leading brands and agencies, Microsoft, Hasbro, Creative… READ MORE
