IT'S TIME FOR A REFRESH. MY APPROACH TO A BRAND'S SUCCESS IS IN CREATING EPISODIC CONTENT WITH RECURRING CHARACTERS IN A SHORT FORMAT. I BELIEVE THIS IS WHERE AUDIENCE ENGAGEMENT LIVES.
Audiences now engage either by binge watching their favorite shows on Netflix, Apple+ or Amazon and they watch quick hits on Instagram, TikTok, Snapchat or YouTube. Brand engagement needs to emulate this behavior. This is about strategic entertainment. Engage the audience with great stories and surprising characters and leave them hanging on each episode. Make them come back for more. Integrate the brand seamlessly without hitting someone over the head with a product or service. These entities can live in their own space, on their own platform.