4 Types of Entertainment-Driven Content Winning on Social Media

What separates the viral one-hit wonders from the brands building genuine social followings? Many are turning to serialized storytelling with recurring formats, characters, and narratives that transform followers into fans.

The brands cracking this code are creating “appointment viewing,” where consumers are anticipating the next episode. So the branded content competes with the entertainment we choose to watch in our downtime. 

Here are four content formats that are turning brand accounts into must-follows:

1. Scripted Series

Brands are reinventing high-production scripted content to feel socially native—not TV shows squeezed into vertical format, but serialized storytelling designed for the scroll. Think mini-series, mockumentaries, and sketch comedies with snackable episodes, mobile-first framing, and hooks that grab in three seconds. The goal isn't to mimic television, but to create entertainment that feels like it belongs on social feeds.

One brand that has found success is InStyle through their viral comedy series, “The Interns.” Season 1 starred Grant Gibbs and Ashley Gill (the beloved duo "Twink and a Redhead") as they fumbled their way toward New York Fashion Week, establishing a mockumentary-style format. Now in Season 5 with an expanding cast including Mickey Gordon, Connor Wood, and Boman Martinez-Reid, the series has evolved from a fun content experiment into a full-fledged franchise.

Another example is beauty brand Tower 28, which launched "The Blush Lives of Sensitive Girls," a three-episode sketch comedy series written by a writer's PA from HBO's "The Sex Lives of College Girls." The campaign channels the energy of beloved TV comedy into humorous, tongue-in-cheek episodes made for social. 

Why it works: Creates appointment viewing, drives sustained engagement, and builds brand prestige through quality storytelling.

2. Employee-Driven Series

Brands are turning their employees into recurring characters audiences follow and root for. This could be mini-skits, lip-sync videos, "day in the life" content, or ongoing segments where staff members bring personality, humor, and authenticity to the feed. The magic happens when audiences start recognizing employees by name and return specifically to see what they'll do next.

One of our favorites is the Indian restaurant Urban Tandoor in Bristol, UK. The brand’s mini skit-style content makes the employees the stars of the show and has people everywhere wanting to check out the restaurant.

We also love Hobbycraft Wimbledon, the UK craft store that's turned employee lip-sync videos and in-store dance content into part of their brand DNA. Their team has become the unlikely promotional vehicle for musicians like Vanity Milan, Kamille, and Zara Larsson, proving that even niche, local retailers can become culturally relevant. The in-store employee content has become so successful that followers recognize team members by name.

Why it works: Humanizes brands and provides endless authentic content that feels less "corporate."

3. Unscripted Reality Series

This content format documents authentic, unscripted experiences where brands step into the real world, whether it's bringing people together for first-time experiences, exploring communities, or capturing genuine human reactions on camera. This isn't manufactured drama or scripted scenes; it's observational storytelling with a repeatable format that lets real emotions and interactions drive the narrative while the brand fades into the background.

Oatly created a very wholesome series titled “Café con el Abuelo,” featuring one of Oatly's employees bringing his grandfather Luis to Chicago coffee shops to try sweet treats and drinks he's never had before, like matcha lattes and espresso tonics, capturing his unfiltered reactions. The brand serves as a supporting character while spotlighting the community.

Another standout is La La Land Kind Cafe's "Drive-By Kindness" series, where employees surprise strangers in public with unexpected compliments and capture their genuine reactions. Launched in 2020, the repeatable format has racked up hundreds of millions of views by turning the cafe's mission of normalizing kindness into entertainment. Each video follows the same structure but delivers different heartwarming moments, proving that a simple, authentic concept executed consistently can become a brand's calling card while aligning perfectly with their broader mission of spreading positivity.

Why it works: These series build deep emotional connections by positioning brands as facilitators rather than stars, creating feel-good content that audiences want to share while generating anticipation for the next heartwarming moment.

4. Character Universe Content

Some brands are building entire character universes with recurring personalities that live beyond a single campaign. These could be animated figures or scripted personas played by actors, all with distinct personalities, relationships, and storylines that unfold over time.

For example, Bratz “Alwayz Bratz” series, which brought back its four original Bratz dolls who have grown up alongside their original fans. This social-first series follows the four characters navigating adult life, from careers to relationships, tapping directly into millennial and Gen Z nostalgia for the dolls they played with as kids.

Another example is jewelry brand Alexis Bittar and its “Bittarverse”– a mockumentary-style series that embodies the lives of an NYC cast of personalities. Featuring cult characters, Margeaux and Jules/Hazel, the series plays into luxury tropes with self-aware humor. 

Why it works: Memorable characters become synonymous with the brand, create merchandising opportunities, and give audiences someone to root for beyond the product itself.

Takeaway

Whether you're investing in high-production series or building a character universe, the common thread to brands winning on social is clear: consistency, personality, and a willingness to entertain before you sell. 

The good news? You don't need a Hollywood budget to start. You need a great creative idea, a commitment to showing up regularly, and the courage to let your brand be genuinely entertaining. 

Pick your lane, build your series, and give your audience something worth returning for. If you’re looking for help inventing your entertainment-driven social series, let’s chat.