From socials to streaming: why brands should care about this influencer shift
For a long time now, influencers have been leading the fray on short- and long-form social content. We all know how they have reshaped marketing strategies over the years and just how important they have become to every marketer’s social strategy. But now there’s a new shift in their creative output.
Influencers are upleveling their screen size and moving onto streaming services with their very own reality TV and game show productions. They’re reshaping how we think about influencer content, creating new versions of our favorite shows that are taking over our screens.
New TV shows are bringing in established influencers to drive views and introduce a new dynamic. We spoke with Daniel Jerome from Brainlabs about this shift and what it could mean for brands.
The influencer takeover of TV shows
It started with high-budget YouTube productions like Mr Beast’s Squid Game remake and Inside by Sidemen. Both played on the ‘traditional’ reality show concept, but with well-known influencers, online. These shows are putting popular creators in unpredictable settings, and upping the drama and entertainment to create something we’ve not seen before.
Plus it’s not just on YouTube. TikTok creators like comedian Hayley Georgia Morris are also bringing in high quality, bigger budget content that hooks viewers instantly.
And, it’s working. Inside racked up 14 million views, and Mr Beast’s Squid Game replica has over 720 million to date. Now we’re seeing things move a step further. Mr Beast’s video was so successful that he released Beast Games on Amazon Prime last year, with a second season dropping in 2025. This shows that influencers aren’t only popular on social media, they’re asserting themselves as serious contenders in the entertainment industry by drawing wider audiences to major streaming services.
Daniel says, ‘Macro and hero influencers who have reached their peak on social media are going to the next level by producing their own shows and partnering with huge streaming platforms.’
Brands are also getting on board. Supercell funded three million dollars for the production of Mr Beast’s first season, and Brawl Stars are also sponsoring the show. Commissioned creators have designed a Brawl Stars Squid Game, resulting in an engaging campaign that brought the brand into cross-platform conversations.
Brands are starting to cotton on to this shift, and it’s clear to see why.
It’s not about the platform anymore
We’re all sick of hearing about the TikTok ban, but we have to look at how influencers were prepared. Days before the ban, creators shared their Instagram and YouTube handles, and millions flocked to RedNote, one of China’s most popular social media apps. The irony of this situation hasn’t been lost, and many have perceived the move as an act of spite.
But what is this telling us? It’s not about the platform, it’s about the person.
Influencers have built their communities, and now they’re moving into other spaces. And, brands should be doing the same. We always talk about multi-channel marketing (for good reason!), and a multi-channel presence has never been so important. The fear of TikTok going dark proved that people will follow their favorite creators anywhere. And now we’re seeing this happen in a bigger shift than ever before to streaming services.
These kinds of productions champion the influencers within them. Viewers relate more to what’s on their screens when they see people they know and when it comes to influencers on our screens – their loyal fan bases will find these shows authentic and exciting to engage with.
The point is that brands should be ready for anything and adapt now. To other social media channels, of course, but also think outside the box. Platforms like streaming services could be a new avenue to explore, and we predict that influencer TV shows are only just getting started.
How can brands get involved?
If brands want to outpace their competition, they should get on board now. Here’s how:
- Seek out sponsorship opportunities
Partnering with influencer-driven shows can give brands visibility in highly engaged communities. For games companies like Supercell and Brawl Stars, these partnerships are an obvious choice, but cross-niche collaborations also work well. Think unconventionally.
Daniel says, ‘It could be subtle product placement in reality TV shows. If there’s an episode where they’re drinking a branded drink, this could be sponsored by the drink company.’
- Join the conversation
Reality TV shows spark discussions on social media, which brands should actively engage in. We’re obsessed with Asda jumping on the Traitors trends with relatable, reactive content. Turns out that even supermarkets are fawning over Alexander.
And, when it comes to other platforms, Just Eat acted fast to create their Squid Game-inspired advert, which is not only relevant, but pretty funny too. Playing red light, green light while slurping noodles? Genius.
- Make your own branded series
This may sound far-fetched, or perhaps a little high budget, but now could be the time to make a real mark in the wake of this new influencer shift. We’ve already seen brands win big with their own podcasts, social events, and online content, but this could be the next big step. Chick-Fil-A has already announced their own streaming service as of 2024, and Lyft created a show called Lucky Lyft hosted by Bob the Drag Queen in 2023. So it’s already happening. The question is which brands will make it work in 2025 and how can they incorporate influencers to ensure success?
A shift in entertainment
Influencers are no longer confined to social media – they could even be changing how we see entertainment. For brands, this shift presents an opportunity to engage audiences in new creative ways. By thinking beyond traditional channels and embracing influencer-led projects, you can position your brand at the forefront of this new wave of entertainment.
And if it’s not obvious how to integrate your brand into this shift, don’t panic! Our Brainlabbers have the knowledge, experience, and tech tools to help you get ahead. Talk to us today to see how we can help.
