InStyle

InStyle Deputy Editor Jonathan Borge teamed up with The Foundry on an exciting partnership with Toyota Motor Corporation. Using innovative technology, this custom chatbot experience pairs users with a hand-picked getaway and the perfect vehicle based on their personal travel style.  https://lnkd.in/gea8HByZ

InStyle Mag have me so hooked with their series The Intern. It really is brilliant content! Funny, engaging and for the new season, they’ve incorporated a sponsor without it being off-putting. Round of applause for the team behind it and the brand for seeing the value of this kind of content. 👏🏾

The brain rot era of brand social is ending. The shift is world building. For years the playbook told brands to act like TikTok creators. Keep it raw. Jump on memes. Push out volume. That worked until it didn’t. For most brands, it became a race to the bottom in quality, branding and storytelling. Now we’re seeing the pendulum swing. Brands are thinking less about which celebrity to endorse and more about which character to create. They’re building worlds powered by creators who can act, write, and entertain. Audiences treat social as entertainment, not just a place to share life updates. If that’s the expectation, brands have to meet it with content that feels like shows, not posts. InStyle’s latest season of 'The Intern' is a perfect example. It’s a full-blown comedy series for their channels, driven by creators with real comedic chops. The first episode of season 3 hit over 5M views, compared to just 38K for season 2. Audiences are invested in the story. The future of brand social is world building.  It’s creator-led storytelling. It’s entertainment that audiences choose to watch.

TV is out. Social “shows” are in. Traditional TV is fading fast — less than 50% of Gen Z watch broadcast weekly (just 20 mins a day) while they spend 1hr+ on TikTok/YouTube. Streaming in the US even just passed cable + broadcast combined. So, smart brands are making their own shows: Bilt “Roomies” – A mockumentary about NYC roommates. It’s entertaining on its own, but it also fits perfectly with Bilt’s mission: making renting and city living easier (and even rewarding). The show extends their brand world, turning their values into a story people want to follow. InStyle “Intern Series” – Part 1 hit 5.5M views, with later episodes still pulling hundreds of thousands. It’s creator-led, funny, and rooted in their culture. By showing the chaos of fashion life, they build relatability and community while keeping the brand at the centre. The power of these shows? ✨ They entertain first but always align with the brand’s world. ✨ They build community by making audiences feel part of the story. ✨ They drive recognition in a way traditional ads just can’t. This isn’t about chasing views. It’s about world-building that grows brand awareness. #marketing #PR #brandstrategy

InStyle Mag have me so hooked with their series The Intern. It really is brilliant content! Funny, engaging and for the new season, they’ve incorporated a sponsor without it being off-putting. Round of applause for the team behind it and the brand for seeing the value of this kind of content. 👏🏾