<\/p>\n
A quick scroll through social media video feeds would likely surface a slew of new programming types \u2014 a branded sitcom or game show, creator storytelling and ad-supported microdramas.<\/p>\n
Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs.<\/p>\n
The quiet shift is forcing brand marketers to rethink the role social plays in their marketing strategies<\/strong>, how creative gets made and success metrics. In some ways, brands are having to act like media companies, adapting by producing platform-native entertainment while still staying accountable to sales.\u00a0<\/p>\n \u201cBrands have always gone where the eyeballs are,\u201d said Uri Weingarten, evp of digital and social at Mod Op. Weingarten compared this trend to the shift from broadcast television to streaming. \u201cIt\u2019s like that on a hyper-personalized scale.\u201d<\/p>\n Some brands have been hacking the system. Clipping, or turning long-form videos and streams into short, viral snippets, has become a go-to tactic<\/a> for some to scale content across platforms.<\/p>\n Smoothie King is building \u201chundreds of assets\u201d to fulfill the requirements of every single social channel, Claudia Schaefer, CMO of Smoothie King, told Digiday. <\/p>\n \u201cWithin one channel, one social channel, you have four or five different versions that are competing for the attention and then the algorithms help identify which one is doing the best work for you,\u201d Schaefer said.<\/p>\n Health-Ade drink brand has shifted its media spend on TikTok, increasingly handing storytelling off to creators and user-generated content, said Sandra Heidrich, vp of marketing at Health-Ade. Heidrich did not specify how much the brand spends on TikTok.<\/p>\n The rise of vertical video seems to be rewarding entertainment programming over traditional ads as of late \u2014 at least that\u2019s as far as Fernando Silva, vp of marketing for Cesar and Sheba in the U.S., is concerned.<\/p>\n \u201cWe are embracing the mindset that people don\u2019t want to be served advertising. They want to be entertained, and they want to see content that is relevant and that matters to them,\u201d he said. This year, social video ad spend is set to outpace CTV in terms of growth rate, as reported by Digiday<\/a> and according to the Interactive Advertising Bureau (IAB).<\/p>\n Social media investment is a mix of performance and brand awareness for Mars-owned petcare brands Cesar and Sheba, Silva said. Brand health metrics like brand perception, relevance and sentiment play a bigger role than they have historically, he added.<\/p>\n Mod Op, which has worked with brands like Sparkling Ice, Verizon and Planet Fitness, has shifted its success metrics for social campaigns in response to social \u2014 measuring cultural resonance instead of followers, impressions and views, Weingarten told Digiday.<\/p>\n Don\u2019t expect things to slow down anytime soon. How much time people spend on social networks is creeping up, eMarketer reports.<\/a> Active users are expected to top two hours per day this year. Last month, Netflix launched a vertical video feed<\/a> in its new mobile app. Back in January, Disney+ made a similar move.\u00a0<\/p>\n Seeing the writing on the wall, Gap hired former Paramount executive Pam Kaufman as executive vice president, chief entertainment officer in January. The newly created role aims to help Gap build and scale its entertainment, content and licensing platform across various entertainment verticals.\u00a0<\/p>\n Hanna Samad, svp and group director of connection strategy at agency RPA, puts it like this: <\/p>\n \u201cThe nut that we\u2019re all trying to crack right now is: what does it look [like] to build emotional connection with a brand in a feed environment,\u201d she said.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source digiday.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" A quick scroll through social media video feeds would likely surface a slew of new programming types \u2014 a branded sitcom or game show, creator storytelling and ad-supported microdramas. Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs. The quiet […]<\/p>\n","protected":false},"author":2,"featured_media":2439761,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[450131],"class_list":["post-2439760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-brands-in-culture"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/06\/How-brands-are-adapting-as-social-media-becomes-entertainment.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2439760","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2439760"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2439760\/revisions"}],"predecessor-version":[{"id":2439762,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2439760\/revisions\/2439762"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2439761"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2439760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2439760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2439760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The challenge of platform-native content<\/h2>\n
Redefining success <\/h2>\n
The vertical video trend is accelerating<\/h2>\n