For years, media and entertainment businesses have thrived on borrowed audiences. They’ve clipped moments from well-known shows, tapped into trending sounds, and used culturally relevant moments to insert themselves into the conversation. But the tide has turned.

Original content - specifically repeatable, ownable formats - is no longer just a nice to have, it’s a necessity. The platforms have changed, the algorithms have shifted, but one thing remains true. Content that people return to, wins...

A format isn’t just an idea, it’s a system

Every great content strategy hinges on a repeatable format. Think of it like old school broadcast, flicking through channels, bouncing between advert breaks and random shows until you land, relieved, on a format you know. Social is no different. The most successful media brands aren’t just chasing trends; they’re creating recognisable franchises.

"A strong format means your audience knows what to expect, and that expectation drives anticipation. It’s why shows like Hot Ones or Chicken Shop Date work."

A strong format means your audience knows what to expect, and that expectation drives anticipation. They see an episode in their feed, they recognise the structure, and they’re already bought in. It’s why shows like Hot Ones or Chicken Shop Date work. They’re simple, structured, and built to be scalable.

The same principles apply to short-form content. TikTok, Shorts, and Reels thrive on concise formats that hook audiences quickly. The best short-form content functions like a mini franchise and has a recurring theme. These formats create consistency, making it easier for viewers to recognise, engage, and keep coming back for more. These mini franchises can elevate a brand’s TOV across social, and it’s common for success in this area to engulf the social strategy.

It’s not just about clickbait; it’s the promise of a great story

Attention is the hardest currency to earn. The right hook makes all the difference. But it’s not just about clickbait, it’s about the promise of a great story. A title alone can’t do the heavy lifting. A strong hook is the handshake and the content itself is the conversation. If you’re baiting people in without a payoff, they won’t come back. Every format should have a premise so clear it can be explained in a sentence. “What happens when Celebrity X eats progressively spicier wings?”. Immediately engaging.

"The best stories aren’t just entertaining, they’re social currency. They make people feel something worth sharing."

At the heart of any great format is a simple question, “Would someone send this to a friend?” The best stories aren’t just entertaining, they’re social currency. They make people feel something worth sharing, whether that’s amusement, nostalgia, or just the need to make a friend laugh.

Original content is becoming the business model

The industry has rapidly shifted towards original content, not just as a creative strategy but as a business model. More than ever, we are seeing investment into formats businesses can own outright, moving away from reliance on licensing deals and sponsored viral moments.

"The ability to turn a short-form hit into a long-form series, a podcast, or even its own brand is what separates momentary success from lasting impact."

Streaming platforms, publishers, and social-first brands are increasingly looking at repeatable formats as the key to sustainable growth. The ability to turn a short-form hit into a long-form series, a podcast, or even its own brand is what separates momentary success from lasting impact. A strong, ownable format isn’t just a way to engage audiences, it’s an asset with long-term value.

Looking ahead, we’ll likely see an increase in media businesses structuring themselves more like content production studios, building portfolios of owned IP rather than relying solely on ad revenue.

When people know what you stand for, they return

Every entertainment business should be thinking about their own IP, not just the next piece of viral content. The difference? IP compounds in value. A one-hit viral video fades in a week, but an original format builds equity over time.

Original content is a building block of community. A format with a clear identity and a repeatable hook gives people a reason to follow, not just watch. It creates appointment-to-view behaviour even in a feed-based ecosystem. More importantly, it builds trust. When people know what you stand for, they return. And when they return (and even better, engage), the algorithm rewards you.

"A format with a clear identity and a repeatable hook gives people a reason to follow, not just watch."

Ownable IP isn’t just good for engagement, it’s good for business. It allows for brand extensions, sponsorships, merchandise, and even cross-platform adaptations. Social formats can (and should) evolve into long form shows, podcasts, or live experiences. The media brands that understand this are the ones building franchises, not just fleeting moments.

There’s a clear choice ahead. Keep chasing viral moments or start building something that lasts. The brands that invest in original content formats they own, and stories they control, are the ones that will stand out in a crowded feed.