From bite-sized clips to binge-worthy series, social media is evolving fast. Brands and creators are no longer just chasing trends; they’re building storylines. We’re now seeing episodes, recurring formats, and mini-series take over TikTok and Instagram.

Think: Reality snippets, docu-style storytelling, creator talk shows, and even cinematic narratives. We’re officially in the era of episodic content.

Let’s dive deeper into the power of episodic content in these 6 points:

1. Why episodic content works

Audiences aren’t just scrolling anymore, they’re tuning in. Netflix once revealed that 61% of its subscribers binge-watch shows every few weeks. That same psychology now applies to social media. When viewers find a series that hooks them, they’ll keep coming back, episode after episode.

And here’s the thing - episodic content isn’t just video. It can be a blog series, a podcast, or even a story-driven carousel. Anything that builds continuity and anticipation counts. For marketers, this means one thing: Stop thinking in posts. Start thinking in programming.

A great example is content creator Jay Renshaw, who built a storyline around his core character Chet. Through consistent storytelling and character-driven humour, he’s grown to over 876K followers on Instagram and 2.3M on TikTok in 6 months, turning short-form content into an ongoing series that audiences actually follow.

2. What this means for brands

In today’s landscape, brands and creators want more than scroll-stopping content, they want appointment viewing. Episodic storytelling builds anticipation, familiarity, and emotional connection. Your audience doesn’t just consume your content; they follow your journey.

Here’s what to consider:

• Think episodic, not ad-hoc: Build consistency so your audience knows what to expect and when to expect it.
• Create recurring characters or formats: Whether it’s a familiar face, a themed segment, or a running joke, repetition builds trust and recall.
• Treat creators like production partners: They’re not just UGC creators or influencers, they’re co-stars or even guest characters in your brand story.
• Plan content like a show, not a post: Map out episodes, story beats, and cliffhangers. Great content should keep people watching, not scrolling.

3. Case in point: Candy Kittens

Candy Kittens nails the art of creative storytelling, cleverly weaving product placement into character-driven comedy. With entertaining sketches starring founder Jamie Laing at the heart of the joke, their Instagram feels more like a series than an ad feed. Each clip builds on the last, turning confectionery into an ongoing narrative fans can’t get enough of.

4. We helped The Jelly Bean Factory

With the trust of our client Cloetta, the leading European confectionery company, we offered our support to produce bite-sized, personality-driven content for The Jelly Bean Factory.

This approach included a fun, colourful start to a mini-series designed for retained engagement on Instagram. After seeing our first batch of content, the brand has continued to evolve this vision with us, growing its storytelling strategy and brand personality across Instagram and TikTok.

5. Tips for creating episodic content

1. Focus on Story: Build short and long-term narratives that make viewers want to stay tuned, not scroll on.
2. Nail the Cliffhanger: Leave your audience craving more. Whether it’s a tease of what’s next or a perfectly timed reaction, pacing is everything.
3. Design a Call to Action for Every Episode: Keep it subtle and no hard sells. The best CTAs feel organic, playful, or ironic depending on your tone.
4. Post With Purpose: Timing matters. Experiment with posting schedules aligned to audience habits, appreciation days, or cultural moments. The goal is rhythm and anticipation.

6. The future is episodic

Social media isn’t just a place to post, it’s a place to program. Brands that build stories, not just sales pitches, will be the ones audiences binge next. Netflix might still own our evenings, but on mobile?The binge belongs to creators and brands brave enough to tell stories worth following.

Ready to launch your own series?

If your brand is ready to move beyond one-off posts and start building content your audience can’t stop watching, we can help.

From developing your pilot episode to shaping an ongoing episodic content strategy, our team specialises in creating social-first storytelling that hooks audiences and keeps them coming back for more.

Let’s chat! Get in touch to start your brand’s next series here.