Edition 103.

Social media wants TV shows, TikTok Shop’s in its QVC era, and your website may need to hit ‘play’ next.

5 brand bytes to inform and inspire you this week:

📺 The TV-ification of social media

Brands aren’t just posting content. They’re building sitcoms, sketch series, dating-show formats and character-led worlds for Instagram and TikTok.

It’s the “TV-ification of social media.” Meaning, a brand win on social isn’t an ad pretending to entertain. It’s an organic post with a recurring format, hook, or title, familiar characters, storylines and an audience that swipes for the next episode.

“A post is a moment, a show is a reason to return,” adds the agency. Their post highlights big brands, but here’s one business coach making mini-series moves, too:

👉 Erin On Demand’s “Millionaire Year” (She’s already on Episode 20, but here’s Episode 1)

Takeaway: You can start your own “show” with an iPhone.
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✈️ When the livestreamer’s the channel

While brands are creating shows, livestreamers are well-equipped to become the channel. Back when I watched Twitch for “research,” I realized many livestreamers are tech gear savants who could put Geek Squad to shame. So it’s no surprise iShowSpeed, one of the world’s most popular livestreamers, turned his global travel content (and nimble production crew) into a partnership with Expedia.

The brand didn’t just place him in a campaign. It built “Exspeedia,” where fans can follow his trips, explore destinations and book travel inspired by what they’re watching.

Takeaway: Livestreamers are becoming the host, storyline, discovery engine and path to purchase.

🛒 QVC walked so TikTok Shop could sprint

Livestreamers are turning social into a show. And TikTok Shop is turning that show into a storefront. The platform gives brands and creators a direct way to convert attention into sales, and many are taking full advantage of the modern-day QVC.

TikTok says brands and creators hosted more than 8 *million* hours of LIVE shopping sessions in the U.S. in 2024.

Case in point: Phlur hosts two regular TikTok Lives a week. And after day one of K2O by Sprinter’s TikTok Shop grand opening, the brand ranked No. 5 in the health category and No. 18 in Shop ranking. The brand also moved 18K units across channels in its first two weeks, with TikTok called out as a strong sales driver.

Celebrity backing aside, its C-suite points to TikTok as proof that the platform can be a viable, fast-moving and fast-converting sales channel.

Takeaway: TikTok Shop gives brands and creators a direct path from attention to transaction.

🎥 The sales page is hitting play

As video spreads across social, streaming, product discovery and live shopping — (whew, did I miss a channel?) 😅 — I’ve been thinking about how video should show up on my own website, too.

Enter the VSL, or video sales letter.

VSLs aren’t new, just top of mind. But maybe they’re new for you.

A VSL is what you’d put on your sales page, but delivered in video form.

With audiences craving video, the format trickling into your website feels like a natural evolution. So instead of asking someone to only read through the hook, story, problem, proof, offer and CTA, you guide them through it on camera or through a narrated video presentation.

VSLs can show up on product sales pages, workshop pages or service pages. And with interactive video tools, viewers can click through prerecorded pathways that create a more dynamic, guided experience.

It’s like you’re virtually there. Minus the meeting invite.

👉 Here’s a recent example of a VSL I came across from Anna Mackenzie, an Australia-based portfolio career educator. She embedded a simple video on a digital product page.

Takeaway: If social is becoming a show and search is becoming a conversation, your website can’t stay static.

P.S. Should I dive deeper into VSL strategies? Let me know.

🛠️ Video tools I’m eyeing

To test interactive video on my own site, two tools are on my list: Tolstoy and VideoAsk by Typeform.

I first noticed Tolstoy through DTC brands using shoppable video on product pages, which tracks. It’s built for ecommerce: product demos, video reviews, UGC, in-video shopping and Shopify-friendly integrations. Something I’d consider for Spoken Flames.

VideoAsk feels more founder, coach and service-provider friendly. It supports asynchronous video conversations, lead generation, testimonials, feedback and embedded website widgets. Viewers can respond by video, audio or text.

My early assessment: Tolstoy for ecommerce. VideoAsk for service-led selling and personal brand sites.

Remember, you can always simply embed a YouTube or Vimeo video. Tolstoy and VideoAsk are interactive and shoppable video tools.

Takeaway: If video is becoming the sales floor, tools like these bring the sales floor to your own site.

More brand bytes next Sunday at 5!

(P.S. Happy Mother’s Day to those who celebrate!)