Archive · 18 Aug 2025
Brands Turn to Social Media Sitcoms as Marketing Strategy
Some companies are making TV shows and short videos to get people to pay attention to their products.
Bilt, a financial startup, created a show called "Roomies" about a young woman in NYC.
The show doesn't directly talk about Bilt at first.
Other brands are doing the same thing, like Alexis Bittar with skits about jewelry.
The goal is to get people interested in the brand without being too pushy.
They want people to watch the shows and comment on them.
Eventually, "Roomies" will start showing the products they're selling.
Bilt, a financial startup, created the scripted series "Roomies" as a marketing campaign.
The show features two-minute vignettes about a young woman in New York City and does not initially mention Bilt.
Other brands like Alexis Bittar and InStyle are also producing episodic social content for marketing.
Bilt plans to integrate corporate partners into the show's plot eventually.
The company is focused on engagement metrics and emphasizes that it is more than just a credit card brand.
- Who
- Bilt, Alexis Bittar, InStyle, and other brands are using this marketing strategy.
- What
- Brands are creating entertainment content, like TV shows and skits, as part of their marketing campaigns.
- When
- This trend has been growing recently, with several brands launching series this summer.
- Where
- The shows are distributed on social media platforms.
- Why
- To attract attention and engage consumers in a less direct way than traditional advertising.
Direct Advertising
Indirect Advertising
Effectiveness
Direct Advertising
Traditional ads are often perceived as intrusive or ignored.
Indirect Advertising
Advertisements directly communicate the value of a product or service to a consumer.
- Company
- Bilt
- Series Title
- "Roomies"
- Primary Goal
- Engagement
- Other Brands
- Alexis Bittar, InStyle
- Marketing Strategy
- Episodic Social Content