IS YOUR FAVORITE SOCIAL MEDIA SITCOM ACTUALLY A MARKETING CAMPAIGN?

Summary from the TLDR Marketing newsletter

Bilt created the scripted series “Roomies” as a marketing campaign without featuring its brand in the first nine episodes. It has drawn 3.2M combined views on Instagram and TikTok without paid promotion. The company used a separate account for the show to align with social algorithms and avoid overtly promotional content. Bilt plans to eventually integrate its partners, such as Barry's gym, into the storyline. Other brands like Alexis Bittar, InStyle, and Sephora are also using episodic social content to connect with audiences, with some reporting strong community response and product sales tied to their series.