(send this to your marketing department)
we, as consumers, have exited the era of one-off movies and entered an era of binge-watching shows with multiple seasons. with our short attention spans and obsession with knowing what happens next, RIGHT NOW, it’s not a surprise that serialized content is performing well for creators.
the cool news is that now serialized content is also performing well for brands, too. this March at 𝘵𝘩𝘦 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 2025, Katy Stankevitz at Anthropologie shared Anthro’s latest brand social strategy: serialized content.
💬 “something that we’re testing more on the organic side for Anthropologie — that I think a lot of creators are starting to do — is having a series… I think that’s a great way for comedic creators to be speaking to product. we did a partnership with Sabrina Brier, who is an icon. we were able to tap into one of her existing series about ‘being the annoying friend who…’ and she tied in our product as she was doing that bit.”
in practice, Anthro has been utilizing organic social series that go beyond a traditional influencer OOTD video 🎥. instead, they tap into the creative genius of the individual talent and allow them to build a series of posts focused on content outside of the outfit (while also showing the outfit)…AKA, your marketing 101 professor 🤓 was right- good marketing really does just boil down to good storytelling.
and before I get any further…🚨 no, this strategy is not reserved for fashion brands and flashy ecomm. if you need an example, Bilt, a serviced-based housing and neighborhood commerce network, is currently in the spotlight for gaining 67k TikTok views and 1.9k followers in just 10 hours by creating a weekly scripted series.
this strategy allows for authentic storytelling that 🗣humanizes the brand and ultimately builds long-term relationships with the audience that breed deeper community engagement. you don’t need a fashionable product to make serialized content work- just a good story.
love this idea in theory but unsure how to put it into practice? I get it. so I made you a step by step playbook 😉
- define your story arc: choose a product, campaign, or brand narrative to develop over a series of posts (think product journey, behind-the-scenes, or a brand value focus)
- create a content plan: map out your series in advance. decide how many posts or videos you’ll release (e.g., weekly, bi-weekly) and ensure each piece leads into the next, creating a sense of anticipation.
- partner with the right creators: select influencers who align with your story and can naturally incorporate your product into their ongoing content (think series or regular themes they already use).
- launch and promote: start the series and drive engagement with teaser content or sneak peeks. encourage your audience to follow along and engage with each new piece.
- track performance: measure engagement (comments, shares, etc.) and adjust the series based on what content performs best. double down on what resonates.
the TLDR? stop making ads, and start making content. take a hard look at your production budgets 💰 and in-house resources…are they truly working for you? are they moving the needle on your KPIs? if not, it might be time to reassess.
in a world full of one-off advertisements, serialized content can help a brand stand out…who said brand content can’t be binge-worthy? 💁🏻♀️
